Head of Brand Marketing
Taleemabad
工作地点
Islamabad
雇佣形态
全职工
招聘信息详细内容
About our work @ Taleemabad:
We began our work seven years ago, with a very simple idea: learning’s gotta be fun. You’ve probably experienced this at some point if you’re lucky: you’ve been so engrossed in something that time’s flown by, the day has turned to night, and you’ve had the time of your life. That’s the kind of learning that generates scientists, inventors, and changemakers.
And so, seven years ago, we became obsessed with the idea of making all children in Pakistan fall in love with learning. We knew that if we cracked this, we could turn around Pakistan. Our dream
is that a Pakistani kid from the slums/villages will develop the next vaccine, or land on Mars one day.
Why we’re looking for someone to tell our story:
But here’s the catch. We’ve become a nationwide organization over the years.
And as much as we want to, we can’t have fresh graduates build this nationwide operation. As a result, in the last few months, the brightest senior Pakistanis came in the door to Taleemabad - graduates from some of the finest universities in the world, with experience at some of the best companies the country has seen, out to make Taleemabad the most exciting and accessible education company Pakistan’s ever seen.
Our ambition is not to become a ‘product provider’.
Ten years down the line, if we’ve improved test scores in Pakistan, but not changed how people think about learning, we’d probably think that we haven’t achieved what we set out to do.
Instead - if the ambition is not to be a product, but a movement, sooner or later we’re going to wake up to the realization that we’ve outgrown the stage where we can create, control and distribute our own narrative.
Why we emphasize the power of narrative and storytelling is because, at a much smaller scale, we’ve seen the magic that narratives can do in changing mindsets. In 2016, we went to the most remote part of Pakistan (close to Suleman Kirthar ranges, between the border of Sindh, Punjab, and Balochistan) to a village where girls had never been educated. A year later, we’d brought thousands of girls to schools, seen them become leaders in their communities, and transformed their communities. All of it happened because a) this was a microcosm and b) we had a tiny place to keep repeating a very compelling narrative.
Many companies have made the mistake of scaling products, but not scaling narratives. All but some of the greatest companies in the world - the ones we keep reading case studies about - have scaled narratives and stories while scaling their products. And the difference is there for everyone to see.
The world - and Pakistan more so - is built on top of narratives and perceptions. And we believe constructing narratives at scale is tougher than most people realize. Which is why you’ve got to be serious about it from the get-go.
And so here it is: Transforming perceptions about learning in Pakistan will get us far more mileage than just transforming practices. We seem to be getting better at the latter, not so much at the first.
Ten years down the line, we want to be the most loved education brand in Pakistan. Doing so will mean shunning all norms that brands may have followed in the past. It may require us to travel down paths that others haven’t traveled down in the past. And it will involve changing beliefs at scale.
This is why, after many many years of consultancies and outsourced projects, we’ve come to the realization that building this will require deep intersectionality and skin in the game. It’s not that we’re not fans of great partnerships. They have their time and place.
But this has outgrown the partnership territory by now - largely because constructing this narrative would mean a seat at the table in every room: inside product meetings at Taleemabad, inside school visits and meetings, inside drawing rooms of the parents that we serve and pretty much every place where this narrative needs to evolve.
Our ask is that we do not bring someone to just do marketing/brand leadership, but leadership at large at Taleemabad*.* What this means is that we see the immense benefit of immersing our storyteller into our deeper story, in every possible way - because that is one sure-shot way of truth discovery, and truth discovery/authenticity is a necessary pre-requisite to building a great story and a great brand.
As MLK once famously said: “I've looked over, and I've seen the promised land…and I want you to know tonight that we as a people will get to the promised land”.
We’ve seen the promised land too. At a smaller scale.
Now, we want to turn it into a movement.
Your Mission, Should You Choose to Accept It, and How It Benefits Us:
• Develop and execute creative strategies that amaze and leave a lasting impression, boosting our brand presence and attracting new audiences. Building the most loved brand of Pakistan!
• Collaborate with our team of creative minds to take our projects to new heights, resulting in innovative and compelling campaigns that differentiate Taleemabad from others.
• Understand our brand and infuse its essence into everything we do, creating a consistent and authentic brand experience that resonates with our target audience.
• Stay updated on the latest trends and use them to create captivating campaigns, keeping us ahead of the curve and ensuring our messaging remains fresh and relevant.
• Lead brainstorming sessions that go beyond the ordinary, fostering a creativity and idea-generation culture that drives Taleemabad's growth and success.
• Encourage our team members to experiment, take risks, and challenge the status quo, cultivating an environment that breeds innovation and pushes boundaries.
• Foster an environment that celebrates diversity, individuality, and collaboration, creating a vibrant and inclusive workplace where everyone's talents are valued and harnessed.
By fulfilling these responsibilities, you'll contribute to Taleemabad's overall success by elevating our brand, attracting customers, and nurturing a culture of innovation. Your creative vision and leadership will drive our growth and ensure our continued impact in the market
