Job Description

Purpose
The VP Digital Strategy & Product Marketing is responsible for driving digital excellence across GEMS Education by leading digital marketing, performance marketing, product marketing, and the MarTech ecosystem.
This role ensures the full digital funnel from awareness-to-conversion is optimised for enrolments and engagement, while also innovating digital platforms (apps, websites, portals, CRM) to deliver exceptional user experiences. Acting as a strategic leader, the role bridges marketing strategy, technology, and customer experience to deliver measurable ROI.
Key Accountabilities

• Develop and lead the digital marketing strategy across paid, owned, and earned channels.
• Own and optimise the MarTech stack including CRM, automation, and analytics to drive efficiency.
• Oversee performance marketing, ensuring campaigns are data-driven and aligned to enrolment KPIs.
• Lead product marketing across digital platforms (apps, websites, portals), ensuring strong positioning and user adoption.
• Collaborate with Brand, PR, and Creative teams to deliver integrated digital-first campaigns.
• Ensure seamless tracking, attribution, and reporting of all digital campaigns.
• Drive innovation by piloting new digital tools, channels, and formats.
• Partner with technology providers and agencies to maximise performance and value.
• Build playbooks and frameworks for consistent digital excellence across schools.

Skills
Expected Qualifications & Experience

• Bachelor's or Master's degree in Marketing, Business, or Digital Media.
• 12-15 years' experience in digital marketing, performance marketing, or product marketing leadership.
• Proven track record of delivering ROI-focused digital campaigns.
• Strong knowledge of CRM, MarTech, automation, and analytics.
• Experience managing teams in large, matrix organisations.

Job-Specific Knowledge & Skills

• Expertise in performance marketing and data-driven optimisation.
• Deep understanding of digital product management (apps, websites, portals).
• Strong analytical skills with the ability to interpret complex data and turn insights into strategy.
• Excellent collaboration skills with creative, brand, and tech teams.
• Strong leadership and ability to influence senior stakeholders.
• Future-focused mindset with awareness of emerging digital trends and tools.
• Ability to balance strategic planning with hands-on execution.

GEMS Education is committed to safeguarding and promoting the welfare of all of its students and staff. A UK-enhanced DBS or equivalent police check is a pre-requisite for all appointments.

Skills Required