Catalyst

Head of Marketing & Content

What does 21st century secondary school education look like? Looking for our first Head of Marketing to help us craft an answer.

WHY ARE WE HERE?

Education is the single greatest equalizer. Widening access to great education has to be one of our collective goals alongside other matters of global significance: sustainability, healthcare for all, financial inclusion, civil rights...

Our aim is to inspire and unleash the talents of the next generation of conscious, connected global leaders through extraordinary, accessible education.

Because with technology, we can. And as a society, we must.

ABOUT CATALYST:

Catalyst is an innovative and early stage education technology venture committed to widening access to world-leading education. Born from one of the UK’s most distinguished secondary schools in partnership with experienced startup operators, Catalyst offers fresh, accessible and relevant education for ambitious and curious students across the globe.

WE...

We find it hard to work with people that intentionally say things that are different to what they mean. We feel that toxic positivity and artificial harmony erode trust and kill teams, so we prefer high-stakes conversations. We appreciate that meaningful, productive relationships may need some friction to test boundaries and experience unconditional respect.

We subscribe to a set of beliefs that help guide how we work, play, and problem solve:

  • Great education is the basis for societal progress - unleashing the talents of those transitioning from ‘youth to adulthood’ is the most important thing we can do to impact the future.
  • Education needs to be high-stakes, high-energy, and urgent - we’re tackling an enormous problem with considerable headwinds (and, fortunately, tailwinds too). Urgency is a must.
  • If given more (time, money, etc), we try to do less - we make things shorter, do fewer things better, focus on the key messages, and communicate with precision.
  • Style, substance, and story go hand-in-hand - quality matters, design matters, storytelling matters. Great quality + great design + great storytelling influences stakeholders and improves lives.
  • Everyone can, and should, contribute in a meaningful way - 2 years of experience or 20 years of experience, we expect our team to go the extra mile and strive to have the greatest impact. Achieving the greatest impact necessarily means taking pride in our work, holding ourselves and others accountable, ditching ego, and embracing diversity.
  • Doing the ‘right thing’ is always the right thing - our reputation as a team that does the right thing means something, and we feel it pays off in the long run. Also, its the right thing.

ABOUT YOU:

You are a tenacious and confident marketing professional who is excited by doing things differently. You’re likely number 2, 3, or 4 in a scale-up marketing team and are looking to join at an earlier stage venture to be ‘person 1’ and build the function as you see fit.

You want to build a category brand in a space that is currently fragmented and noisy. You are strategic, but bias to rolling up your sleeves and driving tactical execution.

We hope you would be able to identify times in which you:

  • Got the job done despite the odds
  • Covered the full marketing stack, but with a bias to content and design, community and partnerships, brand leadership, and lifecycle marketing and CRM over performance marketing
  • Inspired brand champions through active customer communities
  • Reflected the tone of a complex brand and connected compellingly with its customers
  • Excelled as part of a small team, working closely with all functional areas to ensure marketing addresses the needs of the business
  • Managed at least a 7-figure marketing budget, and driven multi-channel results
  • Effectively managed agencies to assist in executing your/your team’s vision
  • Married substance, style, and story to win over stakeholders

We also currently assume that you would have (though are open to being convinced otherwise!):

  • Have at least 5 years B2C marketing experience, including experience working with at least 1 startup (by startup we mean <75 employees, <$5m annual revenue, <$10m in funding... or some combination thereof; we’re also open to other interpretations of ‘early stage’)
  • Quantitative fluency, able to analyze acquisition and retention performance with an eye to continuous improvement

Because you need to embody and represent the brand, you must:

  1. Have experience managing premium, top-of-market brands
  2. Be passionate about transforming education
  3. Be a top 1% written and verbal communicator

It would be a huge plus if you have experience as a teacher, tutor, mentor, advisor, or coach... though not required.

ABOUT THE ROLE:

We are on the move. We’re looking for our first full-time marketing hire to establish and lead the function. You’ll be responsible for:

  • Challenging, optimizing, and executing the marketing strategy across the full marketing stack
  • Developing a compelling and unique brand voice
  • Building brand awareness across target customer segments and key partners
  • Driving customer acquisition through D2C/digital channels
  • Building an active and engaged online community
  • Leading and executing our content strategy
  • Shaping the outward presentation of the brand, including the website
  • Optimizing CRM and lifecycle conversion

We’ll be successful if you are able to to build visible online presence across all channels including inspiring brand champions. You’ll have the chance to leverage the momentum we have generated with our engaged and valued early customers to create a community hungry for a longer-term relationship with Catalyst.

We are strong believers in owning acquisition channels, and so we’ll look to you to drive organic growth through unmatched content and thought leadership. Think TED meets COP26 meets Masterclass.

For now, we are operating in a high-touch, high-consideration space, which means CRM effectiveness and lifecycle marketing are critical. Moreover, you’ll need to drive conversion through CRM effectiveness in the order of hundreds (not thousands) of customers.

COMPENSATION:

Commensurate with experience. Just kidding! We believe in transparency. Depending on your experience and, more importantly, track record, we imagine a base salary of between £60,000 - £80,000 p.a.

As a member of the founding team, you'll also have the chance to benefit from further financial upside in connection with company performance.

Additional benefits:

💸 You can share in the upside

🌎 You can work from anywhere; though the UK/London is HQ

💻 Get access to the tools you need to do your best work

📚 We believe in lifelong learning; we practice lifelong learning through continuous personal and professional development - including access to coaching and courses

☑️ ~quarterly ‘workations’ where we get together as a full team

🏖️ Unlimited holiday; we trust you to balance work and play

HIRING PROCESS:

We are a small team and don’t hire a lot. We actually don’t really want to hire that many people. Why? We don’t believe building a high-impact, successful company means we need to hire lots of people. The opposite. We think having a small, effective, fast team means we can grow bigger, better.

We also think that small companies are more fun to work at. We get more done, and have fun doing it. But there are tradeoffs... we work hard and we take our work seriously. We also like to be scrappy. That means we might not be the right fit for many people. But for others, it will be a great fit.

Still, we are hiring a few people. But to be honest, running a perfect hiring process isn’t one of our top goals right now. We want to optimize for employee experience which, given we’re a small team, means we might run a less than ideal candidate experience. That’s a tradeoff we’re willing to make right now because it means that when you join, you stay... we hope!

That’s more about our approach than the process.

So... the process:

  1. (~45 mins) We do a discovery call. This is an informal chat with one or two people on our team and you. This is your chance to ask questions. We don’t want to waste your time if you aren’t authentically interested in what we’re doing. We also learn a lot about you from the questions you ask ;)
  2. (~60 mins) If we’re both happy to move forward, we conduct a more traditional interview where we dig into your experience. You don’t need to prepare anything in advance.
  3. (~2 hours) We present you with a mini-case - you spend up to 45 mins preparing and we use the remaining time to debrief and discuss.
  4. (~1 hour) If we’ve made it this far, we really want you to join. We’ll make an offer subject to (1) a final round interview with someone you haven’t met on our team, (2) references, and (3) the ‘airport test’. (Note - the offer won’t change following this stage so if you choose to continue with the process, we assume that it is because you intend to accept it/would accept it subject to completing the hiring process.)
  5. (~1 hour) We’ll run an ‘airport test’ which is code for, can we hang out together for an hour and not talk about work stuff but still feel like the time was well spent and enjoyable.

NB: Why do we make an offer before the final round interview? Two reasons:

  1. We find that negotiating terms of employment before agreeing to work together isn’t always the best approach. We like to end the candidate experience on a high and start the employee experience on a high. High + high = very high.
  2. We don’t want ‘likeability’ to dictate an offer, which it often does. The final interview is a chemistry check on both sides. The terms of the offer won’t change, but if there are any concerns on either side following the final stages, the offer may be rescinded.

Its worth mentioning that on some occasions, we may deviate from the above process. We want to be responsive to individual candidates and our shared context.

Questions