›Marketing

Marketing Operator — All Brands

Lead generation, follow-up, and campaign optimisation across Sunmarke, RIS, JINS, and Holdings.

24-hour uncontacted lead alert · LIVE

2 leads have crossed the 24-hour silence threshold.

Auto-escalation triggered to assigned owners and BU heads. Nova is staged with a multilingual follow-up — awaiting one click.

Since this rule went live (Mar 2026): 0 leads have gone uncontacted past 48h. Pre-rule baseline: 17%.

Mrs. Sophia Tanaka

SMS

Inquiry SMS-2026-05-2811 · Year 10 IB · Web Form

First touched: 27 May, 16:42 GST

Assigned: Sarah Pereira · BU Head: Nicholas Rickford

Last contact attempt: NONE in 24h 38m

Mr. & Mrs. Khalifa Mansouri

JINS

Inquiry JINS-2026-05-1024 · FS1 · Phone

First touched: 27 May, 14:11 GST

Assigned: Mrs. Namrata Nayar (JINS Downtown)

Last contact attempt: NONE in 25h 09m

Leads this week

Mon 26 May → Sun 1 Jun

14.3% vs last week

Cost per enrolled family

AED0

Rolling 90-day blended CAC

AED 412 since AI campaign optimisation

Channel ROI leader

Referral · Sunmarke

WhatsApp BusinessAED 894
Google SearchAED 1,124
Meta paid socialAED 1,612

AED 612 CPL · 38% conversion to tour

Pipeline value

AED18.4

287 open inquiries × avg lifetime value

M forecasted across Sept 2026 intake

Section 01

Daily lead volume — last 30 days

Stack by

Sunmarke

RIS

JINS

Highest day

Tuesday 21 May · 38 leads

Best channel

WhatsApp · 28%

Avg time-to-first-response

41s

Mobile share

78%

Section 02

Weekly lead validity — week of 26 May

Auto-generated by Sherlock · Reviewed by Manassvini Sharma

Fresh · 06:00 GST

Contacted & qualified
142
Contacted, no response
47
Cancelled by parent
28
Wrong year group / wrong school
14
Spam / fake
8
Awaiting first contact (<24h)
12

Sherlock’s analysis

“WhatsApp leads convert to tour at 2.1× the rate of web-form leads this week. Suggest reallocating 18% of paid social budget from Meta to WhatsApp Business catalogue ads.”

Section 03

Active campaigns

Sunmarke · Sept 2026 entry

Sunmarke Sixth Form Open Evening

Live· 12 days remaining

WhatsApp Business · Email · Instagram · Google Ads

Reach: 14,720
Engagement: 11.4%
Outcome: 38 tour bookings

BudgetAED 22K / AED 28K

4 audience pivots · 7 creative variants tested by Nova

RIS · January 2026 entry

Regent Year 7 Discovery Tour

Live· 28 days remaining

Email · Google Ads · Instagram

Reach: 8,440
Engagement: 9.2%
Outcome: 21 tour bookings

BudgetAED 14K / AED 18K

Event in 4 days

JINS · Saturday 31 May

JINS Open Day Series — Mirdif & Villanova

Live· 4 days to event

WhatsApp · Meta · Community referrals

Reach: 6,210
Engagement: 14.8%
Outcome: 89 RSVPs

BudgetAED 8K / AED 10K

Sunmarke + RIS · Y4–Y9 · Evergreen

Mandarin Academy Awareness

Live· Evergreen

Instagram · WhatsApp · Parent referrals

Reach: 3,840
Engagement: 22.1%

BudgetAED 5K / AED 8K

Highest-performing creative: bilingual parent testimonial in Mandarin + English

Section 04 · AI outbound

Nova — outbound re-engagement

Live · 12 reach-outs / day

Current campaign: Re-engaging the 247 inquiries from Q4 2025 that did not progress to application.

Strategy: Soft check-in for Sept 2026 placement, mentioning new BSO Outstanding rating and any year-group movement.

Pacing: 12 reach-outs per day, multilingual matched to original inquiry language.

This week

attempts

Replied

responses

Re-engaged

in funnel

Tours

this week

Recent Nova actions

Last 90 min

12:42Sent
Mrs. Yvonne Okafor (NG) · Original inquiry Oct 2025 · Y5 Sunmarke
12:38Sent
Mr. Daniyar Tursunov (KZ) · Y8 RIS
12:31Received reply
Mrs. Anika Patel (IN) · Routed to Watson
12:18Sent
Dr. Mehmet Karaca (TR) · Y3 Sunmarke
12:04Tour booked
Mr. Wei Zhang (CN) · Mandarin Academy interest · Y6 Sunmarke
11:51Sent
Mrs. Layla Haddad (LB) · Y2 JINS Mirdif
11:42Sent
Mr. Tomáš Novák (CZ) · Y9 RIS
11:30Received reply
Mrs. Asha Iyer (IN) · Returning Q4 2025 inquiry · routed to Watson