Appointment of the Associate Director of Marketing & Sales

Education for Industry Group

Welcome

Thank you for exploring this opportunity to become our next Associate Director of Marketing and Sales at the Education for Industry Group.   

We are a pioneering education charity delivering outstanding vocational and higher education in fashion, retail, beauty, and apprenticeships. We provide a wide range of educational programmes at vocational level and at degree level to a hugely diverse student base.  

Having grown at a fantastic rate, with 3,600 students, up from 700 and revenue increasing from £5m to £25m in just a few years, we are restructuring our leadership team. You will be joining a focused team as we plot our next five years of development.   

Based in Central London, we are staunch advocates of inclusive education, firmly believing that everyone deserves access to opportunities, irrespective of background or circumstances. Our core mission revolves around enhancing student engagement, retention, and progression, driving us forward with unwavering dedication.  

As our new Associate Director of Marketing and Sales you will lead marketing activities across the businesses which are focussed on driving measurable results to achieve our KPIs for applications, enrolment, brand awareness, digital engagement and event attendance.  You will have direct line management of our Digital Manager, Applicant Services Manager, Media Manager and Brand Communications Manager. Your ability to build effective, goal driven teams focussed on outcomes is essential. With experience of marketing within a further or higher education environment, we are looking for an individual who can demonstrate agility, can cope with fast pace and can deliver tangible results in a competitive and exciting market.

We are an ambitious and fast-paced organisation, different from many more traditional educational institutions.  If this opportunity excites you, we would love to hear from you.  This dedicated microsite has more information about us and if you’d like to have an informal and confidential conversation about joining us, please do contact our advising consultants at Anderson Quigley, Paul Aristides or Carolyn Coates.

Lee Lucas 
Group Chief Executive, Education for Industry Group

About Education for Industry Group (EFI)

Home of fashion’s next generation

Education for Industry Group (EFI) is a charity that specialises in the creation and operation of industry-led specialist education & training, and its full ecosystem to deliver highly-skilled, job-ready graduates to the sectors it serves. With a mission to transform lives, careers and industry through the creation and delivery of specialist education and training.

Our brands are united by a common goal to create and deliver outstanding vocational and academic education in partnership with industry, each division operates independently while accessing centralised functions across Marketing, Finance, Operations and Student Services.

Our current brands include:

Education For Industry was established in 2024 with a clear-cut objective: to reshape lives, careers, and industries through specialised educational training. Our belief is rooted in the notion that industry-specific education fosters seamless connections between individuals and businesses, driving efficiency like no other.
With a proud alumni network exceeding 20,000 graduates across various sectors including fashion, retail, beauty, and hairdressing, we’ve been instrumental in nurturing top-tier talent. Our partnerships with esteemed brands ensure that our curriculum is enriched with real-world industry insights, enhancing the learning experience.

At Education for Industry, we are staunch advocates of inclusive education, firmly believing that everyone deserves access to opportunities, irrespective of background or circumstances. We are committed to breaking down barriers, promoting equality, and ensuring fair access for all students. Our core mission revolves around enhancing student engagement, retention, and progression, driving us forward with unwavering dedication.

 

Our vision

At Education for Industry, our goal is to become the world’s most coveted home of fashion and retail education and training.

Our mission

It’s our mission to pioneer innovative education and training experiences with industry that create and enhance careers, nurturing the next generation of retail talent.

Our values

Collective courage for a successful future:

Customer centric: “If it matters to our students, it matters to us”
Authentic action: “We’re authentic in our actions, words and interactions”
Resilient: “Integrity in our actions to relentlessly strive for what we are about”
Enthusiastic: “If it matters to you, make it matter to others”

 

View our Equal Opportunities Policy here and our Social Value Report here.

Job details

Associate Director of Marketing & Sales (AQ3256)

Apply now

JOB DESCRIPTION

Job Title: Associate Director of Marketing and Sales
Division: Education for Industry Group (EFI)
Level: Head of Department
Accountable to: Director of Marketing & Sales
Key relationships: Marketing Team, Division Directors & Heads, SMT, all internal staff (academic and administrative staff), external agencies and retail brands
Grade: Head of Grade
Hours: Full-Time Permanent Contract
Location: Electra House – London, Moorgate EC2M 6SQ
Salary: Up to £71,000

About the organisation

EFI Group is a pioneering education charity delivering outstanding vocational and higher education in fashion, retail, beauty, and apprenticeships. We are not a traditional college. We operate at the intersection of industry and education, shaping the workforce of tomorrow through innovative, industry-led programmes that drive real career outcomes.

About the role  

The EFI Group is undergoing a period of significant growth and change as a result of the acquisition of the London College of Beauty Therapy. The Marketing team (currently 16 staff) is a centralised department which supports all four divisions within the group, with all facets of marketing. Each division is driving change through the launch of multiple new deliveries, brand extensions and revenue generating business streams. You will play a crucial part in helping us achieve these ambitious growth targets, with a demonstrable track record of delivering a fully integrated marketing strategy using data driven insight to deliver on objectives.

The Associate Director of Marketing and Sales, reporting to the Director of Marketing & Sales, will be responsible for overseeing teams to deliver effective digital, social, content, offline advertising and events. You will support delivery of customer activation campaigns through the CRM (Microsoft dynamics). Marketing activities across the businesses are focussed on driving measurable results to achieve our KPIs for applications, enrolment, brand awareness, digital engagement and event attendance.

You will work within departmental marketing, sales and operational plans to maximise lead generation and ROI through opportunities across multiple online and offline channels, including PPC, SEO, social, website optimisation, OOH and TV, constantly looking for new opportunities to innovate. You will have a proven track record of successfully launching new products into the market to achieve our growth targets.

You will have direct line management of our Digital Manager, Applicant Services Manager, Media Manager and Brand Communications Manager. The ability to build effective, goal driven teams focussed on outcome is essential.

Key accountabilities

  • Support the Director of Marketing & Sales to develop the strategy for each division to deliver on the annual KPI’s.
  • Develop and execute the strategic vision for our digital channels to ensure a seamless integration and optimisation across all platforms.
  • Delivery of data driven insights and reporting on a weekly, monthly, quarterly and annual basis to ensure data-led decisions.
  • Execution of the online and offline marketing strategy to build brand awareness and drive conversion for FE, Undergraduate and short courses, in line with the business goals.
  • In collaboration with the Applicant Marketing Manager, oversee the customer engagement strategy, improving the customer experience to deliver increased conversion to offer and enrolment.
  • Oversight of all EFI Group events, including external exhibitions, open days, applicant days and school outreach, to deliver clear, concise and relevant content to the audience.
  • To lead, coach and manage the Marketing team, ensuring a high performing culture and the delivery of KPIs.
  • To ensure all activities are within budget, achieving the maximum ROI for each campaign.

Key responsibilities

  • Oversee the build and delivery of conversion-led campaigns across paid channels to increase brand awareness and generate new leads (PPC, Paid social advertising, retargeting) and drive applications.
  • Oversee the management of all third-party agencies (Digital, web) determining targets to deliver the desired ROI.
  • Oversee the creation of an annual content strategy to drive awareness of the brand and courses at specific and key times during the year.
  • Approve and ensure optimisation of the social media strategy to drive engagement and grow audiences within agreed areas, working to a defined budget and set of conversion metrics.
  • Brief and undertake first line approval of all marketing assets, ensuring consistency and accuracy of messaging.
  • Support the Digital and Brand Comms Managers to implement our SEO strategy.
  • Oversee advertising tactics to guide content and implement successful campaigns aligned to business goals.
  • Alongside the Director of Marketing & Sales, plan and implement the EFI’s annual offline media campaign including out-of-home.
  • Define, analyse and report performance to optimise digital marketing campaigns, and assess against goals (ROI and KPIs) on a regular basis.
  • Support to continually evolve each divisions’ website design and functionality to incorporate new courses and levels of delivery, optimising performance, content, UX and CRO.
  • Report on sales weekly figures, projections and responses surrounding applications, offer acceptances and enrolments.
  • To oversee and support the customer engagement strategy to increase conversion from application to offer to enrolment.
  • Oversight of all CRM comms to ensure that information and branding is up to date, and working with the CRM Manager, ensure automations and workflows are functioning correctly.
  • Coach and develop direct line reports, and wider team, ensuring robust KPIs are set, monitored and achieved.
  • In collaboration with the Director of Marketing & Sales, plan and develop growth within the team for sustainability and succession planning.
  • Ensure all marketing activities are GDPR compliant and audit ready.
  • To support at internal (open days) and external events as required.
  • Ensure all marketing activities are GDPR compliant.
  • Deputise for the Director of Marketing & Sales as required.

The job description should not be regarded as exclusive or exhaustive. It is intended to be a summary outline of the current areas of activity, and it may be subject to modification from time to time as necessitated by the changing needs of the EFI.

 

PERSON SPECIFICATION

All of the following criteria are considered essential.

Qualifications

  • BA (hons) degree in marketing or relevant subject and/or experience in a management role.

Knowledge

  • Reporting tools – Google analytics & ad manager, PowerBI, Hubspot, Semrush.
  • Social media management – Buffer.
  • CRM systems (MS Dynamics preferably).
  • Website management (Umbraco preference), Semrush.
  • Research – survey monkey.
  • Microsoft – Excel, word, PowerPoint. Experience
  • Proven experience and success delivering digital marketing campaigns, PPC.
  • Knowledge of SEO and keyword search.
  • Experience of social media advertising.
  • People management experience.
  • Knowledge of education sector.

Skills

  • Technically capable.
  • Analytical thinking.
  • Ability to report and disseminate data.
  • Proven track record of project management.
  • Ability to manage multiple projects simultaneously.
  • Able to work under pressure to short deadlines.

Personal Characteristics

  • Excellent communicator at all levels.
  • Professional and flexible with a strong desire to succeed.
  • Natural collaborator and team player.

 

Team structure

Terms of appointment

EFI Reward & Recognition Programme

We offer a market-leading benefits programme that offers something for everyone!

Health & Wellbeing

  • A customisable monthly wellbeing allowance aimed to support your healthy lifestyle, whatever that may be!
  • Funded counselling and/or CBT provided by Bupa.
  • Highly competitive sick pay to support you in a time of need.
  • Cycle to work scheme – save at least 25% on a new bike and fitness accessories.
  • Annual flu vaccination programme.

Work-life Balance

  • Incredibly generous holiday allowances.
  • Plus, days off for Birthday leave, Celebration leave and… an additional 2 weeks off and an Around the World ticket every 5 years!
  • Enhanced family leave pay, including 6 months fully paid maternity, adoption and shared parental leave!
  • Amazing flexible working opportunities, including hybrid working, flexi hours, a sabbatical scheme, and the ability to be able to request formal flexible working from day 1.

EFI Culture

  • Vibrant and inclusive environment with regular socials including all staff parties, team nights out, and more casual affairs such as our monthly Thirsty Thursdays ☺
  • Employee led staff recognition awards.
  • Modern facilities including delicious food and beverage provision.

Financial Health

  • An enhanced pension scheme provided by Prudential (on the successful completion of probation): employee contributions matched by employer up to 5%.
  • Automatic enrolment workplace pension provided by People’s Pension (available from day 1): 5% employee contributions and 3% employer contributions.
  • Financial and legal advice through our top end Employee Assistance Programme.
  • Refer a friend scheme and pocket £500!
  • Techscheme allowing you to spread the cost of the latest tech over 12 months, plus NI savings.
  • Interest-free travel season ticket loans.
  • Local area discounts and offers including corporate rates for local gyms, discounted restaurants, and bars.

Personal Growth

  • Personal learning & development allowance to empower you to take ownership of your professional journey.
  • Financial support and mentoring towards professional qualifications.
  • A wide range of in-house and external training, CPD, teacher training and teaching practice development.
  • Free access to LinkedIn Learning for personalised learning, virtually everywhere anytime.
  • Reimbursement for annual professional membership fees relevant to your role

Social Impact

  • EFI fundraising contributions – if it matters to you, it matters to us. We match sponsorships up to £1000!
  • 2 paid charity volunteer days per year.
  • Payroll charitable giving.

Key Responsibilities in line with all staff

  • To act in the interests of the EFI at all times.
  • To support the delivery of the EFI’s strategy as it relates to this post.
  • To perform any other duties consistent with this position as may from time to time be assigned to you by the CEO and Principal or its designate, or as may reasonably be required anywhere within the EFI.
  • To be committed to your own development through the effective use of the EFI’s performance review and staff development processes.
  • To work collaboratively with the wider business and support the work of the curriculum delivery, professional services and support functions teams as may reasonably be required in the delivery of the EFI’s strategic plans.
  • Safeguarding. Comply at all times with the EFI’s safeguarding policy and play an active role in maintaining and promoting students’ safety, security and well-being in their learning environment.
  • Equality and diversity. To be committed, adhere to and promote the EFI’s Equality and Diversity policy at all times.
  • Health and Safety. Comply with and raise awareness of health and safety in line with FRA policy and procedures.
  • Data Protection. To understand your own responsibilities, be committed to and comply with all EFI’s policies, procedures and guidelines with respect to the collection, processing, storing and sharing of all personal information as it relates to this position to comply with the GDPR.

How to apply

Anderson Quigley is leading the executive search process on behalf of EFI.

The closing date for applications is noon on 21 July 2025. To apply, please click on the Apply Now button at the top of the page.

Applications should consist of:

  • A full CV.
  • A covering letter setting out your interest in the role and details of how you match the criteria outlined in the person criteria.
  • Details of two referees, though please note that we will not approach your referees without your prior consent and only should you be shortlisted.

Should you wish to discuss the role in strict confidence, please contact: Paul Aristides at paul.aristides@andersonquigley.com or Carolyn Coates at carolyn.coates@andersonquigley.com or +44 (0)7825 871 944.

Recruitment Timetable

Closing Date 21 July
Longlist Meeting 24 July
Preliminary Interviews w/c 4 August and w/c 11 August
Shortlist Meeting 18 August
Final Panel Interviews 4 September