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JOB DESCRIPTION
Job Title:
Marketing Executive - Programmes
Department:
Imperial College Business School
Grade:
Level 3b, Professional Services Job Family
Reporting to:
Marketing & Development Manager - Programmes
Day to day supervision:
Marketing & Development Manager - Programmes
Key Internal Clients:
Marketing & Development Manager(s), Head of Marketing &
Communications, Programme Manager(s), Programme Director(s)
Key Internal Contacts:
Web Manager, PR Manager, Careers, Alumni, Recruitment and Marketing
team
Purpose of the job:
Work as part of a recruitment and marketing team responsible for meeting the School’s targets to attract high
calibre students from UK and overseas for assigned programmes by providing Marketing support to the
Head of Marketing and Communications and three Marketing & Development Managers.
Key duties and responsibilities
Digital marketing
o Support Marketing & Development Managers to drive the online proposition, extending existing
brand values to the channel
o Increase site traffic through a mix of online and offline marketing
o Setup, optimisation, management and reporting of banner advertising, SEO and PPC campaigns
o Write, edit and produce online and multi-media promotional materials to support recruitment
activities
o Maintain third-party website profiles, maximising benefit of these channels through relevant content
o Measure and analyse website traffic patterns using tools such as Google Analytics
o Evaluation of new technology and channels for the future progression of the School’s online
capability
o Optimise recruitment sections of our website, in cooperation with web development colleagues
o Maintain Marketing and Communications intranet.
CRM and database management
o Use the CRM database to deliver a regular schedule of correspondence and conversion activities by
email, e-newsletters and personal contact via phone, all recorded on the School’s Customer
Relationship Management (CRM) database
o Champion CRM philosophy and assist Recruitment and Marketing teams to utilise CRM as part of
their day-to-day roles
o Creation of list extracts for marketing mail outs
o Maintain integration with e-mail marketing software, including reporting of campaign performance
and management of opt-outs
o Drive CRM improvements; maintain relationship with Web manager, IT support and CRM vendor.
Market Research
o Analysis of competitor activity in online and offline channels
o Support the Marketing & Development Managers to monitor and analyse markets, identify trends
and help to develop innovative marketing plans
o Gather feedback from students, prospective students and decliners, analysing and interpreting data
to identify patterns and solutions, for consumption by key stakeholders
o Create, distribute and analyse online surveys using dedicated survey software
o Organise and conduct selective focus groups with current students
o Organise, carry out and analyse mystery shopping exercises.
Events
o Contribute to the promotion and set-up of recruitment events including information sessions and
recruitment fairs
o
o
Attend recruitment events including information sessions as required
Work with our in-house events team to ensure that opportunities to cross-promote our taught
programmes are maximised at the wide range of events in the Business School.
General marketing support
o Implement innovative and timely promotional and marketing activities utilising appropriate marketing
tactics
o Support Marketing Managers to evaluate marketing spend effectiveness
o Write, edit and produce print promotional materials to support recruitment activities.
Miscellaneous
o Provide backfill support for Recruitment & Marketing Coordinators particularly during peak periods
and holidays
o Contribute creatively to the effective marketing and customer service ethos of the School
o Build effective open communications with other members of the School, aiding them in the
recruitment process
o Work with Recruitment & Marketing Coordinators to share best practice
o Undertake any other duties and responsibilities commensurate with the grade of the post
o To observe and comply with all College policies and regulations, for example Health and Safety,
Data Protection, etc.
Some recruitment initiatives will take place outside normal working hours at evenings and weekends.
Holiday will not normally be granted during peak student recruitment periods i.e. August – mid October.
The above constitute the major activities but are not a comprehensive or exclusive list of the duties. The
Marketing & Development Manager may vary the duties from time to time to reflect the School’s priorities but
which will not change the general character of the job or the level of responsibility entailed.
The postholder is expected to observe and comply with all College policies and regulations, for example
Health and Safety, Data Protection etc.
Imperial College is committed to equality of opportunity and to eliminating discrimination. All employees are
expected to adhere to the principles set out in its Equal Opportunities in Employment Policy, Promoting Race
Equality Policy and Disability Policy and all other relevant guidance/practice frameworks.
PERSON SPECIFICATION
MARKETING & DEVELOPMENT MANAGER - PROGRAMMES
IMPERIAL COLLEGE BUSINESS SCHOOL
Applicants for this post should demonstrate how their skills and experience meet the following
Person Specification
Experience and Knowledge
Essential:
 A degree, or equivalent, ideally in Business, Marketing, English, or Communications
or equivalent experience in a similar or related role(s)
 Relevant experience in marketing
 Experience in preparing briefs and managing third party suppliers
 Experience of working in a customer focused sector
 Experience of implementing digital marketing campaigns
 Good IT skills: MS Office (Word, Excel, Access, PowerPoint), email (Outlook) and the
ability to learn and use other software packages
Desirable:
 Working knowledge of HTML
 Understanding of CRM principles and experience with using CRM systems /
marketing databases
 Experience of devising and conducting Market Research, and of analysing results
 Experience of working in the education sector
 A professional qualification in Marketing
Skills
Essential:
 Excellent time management skills and the ability to multi-task
 Ability to form effective working relationships with faculty and operational colleagues
 Ability to write clearly and appropriately for diverse audiences online and offline
 Strong administrative and organisation skills and great attention to detail
 Demonstrable initiative and enthusiasm, and the ability to work collaboratively as part
of a team
 Able to analyse and interpret quantitative and qualitative data to inform future
marketing activity
 Appreciation of the importance of social media within our target markets
 A passion for digital marketing
 Appreciation of legal and regulatory frameworks.