Download Job purpose - Bedford College

JOB DESCRIPTION
Job title:
Marketing Manager
Reports to:
Director of Sales & Marketing
Direct reports:
Marketing Recruitment & Brand Team (7 staff)
Overall Responsibilities:
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To lead and manage a high performing team to successfully achieve the marketing objectives
of Bedford College.
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To ensure the effective and efficient development and implementation of tactical marketing
campaigns to achieve set objectives and recruitment targets.
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To provide the Director with consistent and regular updates on the performance of the
marketing team and the effectiveness of marketing campaigns.
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To act as Senior Business Partner to key stakeholders and curriculum teams within, providing
an agency-style marketing service and ensuring coherent connection and joint working in
delivering objectives.
Main Duties:
1. To lead and manage a high performing team to successfully achieve the marketing
objectives of Bedford College:
 In consultation with the Director, developing, planning, implementing and reviewing the
College’s marketing policies, functions, processes and activities to maximise efficiency and
effectiveness and meet the needs of customers.
 Managing the marketing team and providing guidance and leadership to ensure high
standards of professionalism and performance in meeting objectives and targets within
budget, resource allocation and protocols.
 Ensuring an excellent and proactive customer service culture, and the efficient and timely
delivery of all collateral and activities.
 Ensuring that the marketing team complies with the relevant legislations at all times, such
as the Data Protection Act, the CIM code of conduct and the British Code of Advertising,
Sales Promotion & Direct Marketing.
2
To ensure the effective and efficient development and implementation of tactical marketing
campaigns to achieve set objectives and recruitment targets:
 Managing the planning and delivery of all marketing campaigns for Bedford College brands
that reflect the College’s marketing strategy and meet the objectives and targets set. This
includes drawing up campaign plans for each project.
 Sourcing, interpreting and utilising customers, competitors, product and market insight to
shape campaign plans.
JD&PS February 2016
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Overseeing the development and implementation of each brand’s website and social media
plans to achieve agreed objectives.
Working with key staff across the College to ensure that the ‘applicant journey’ is managed
to optimise conversion from enquiry to application to enrolment.
Leading on the organisation of College Open Days to deliver an engaging, positive
customer experience that maximises conversion to applications and enrolments.
Developing and delivering a plan that engages all key stakeholders in key activities,
promotional opportunities and profile raising opportunities.
Co-ordinating the College’s presence at key community events.
Overseeing the production of all prospectuses, brochures and printed materials to ensure
that they meet the information needs of different target audiences.
Accurately and effectively proof-reading all marketing collateral, and acting as brand
guardian to ensure all materials conform to brand guidelines.
Managing campaign budgets as appropriate to achieve the objectives of the role.
Managing the relationships with key external partners and suppliers, such as media
agencies, including reviewing these relationships to ensure value for money.
Managing visual displays throughout each College campus to ensure that they are
inspirational, relevant and reflect the College’s brand values.
3
To provide the Director with consistent and regular updates on the performance of the
marketing team and the effectiveness of marketing campaigns:
 In consultation with the Director, developing performance and benchmark indicators, selfassessment reports and quality assessment processes to enable marketing activities to be
effectively monitored.
 Providing regular analysis and updating key marketing data pertaining to return on
investment, impact and effectiveness of marketing mix.
 Supporting the Director to produce the annual self assessment review and marketing plan,
and updating progress against the plan on a regular basis.
4
To act as Senior Business Partner to key stakeholders and curriculum teams, providing
an agency-style marketing service and ensuring coherent connection and joint working
in delivering objectives:
 Organising and attending regular meetings with key stakeholders and curriculum teams to
update on marketing activities and encourage two-way communication.
 Providing an agency-style marketing services to staff across the College to support
achievement of recruitment targets and College priorities.
 Being the first point of contact for internal departments requiring marketing support,
including identify objectives and how they are aligned to the College’s strategic plan,
agreeing activities and timescales, and keep staff up-to-date on progress.
5
To undertake any other duties as appropriate assigned by the Director or Principal.
Statutory duties:
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Safeguarding: To be responsible for promoting and safeguarding the welfare of children, young
people and vulnerable adults and for raising any concerns in line with College procedures.
Equality and Diversity: To be responsible for promoting equality and diversity in line with College
procedures.
Health and Safety: To be responsible for following health and safety requirements in line with
College policy and procedures.
Training and development: To participate proactively in training and development including
qualification development required in the job role.
JD&PS February 2016
PERSON SPECIFICATION
Job Title: Marketing Manager
Qualifications/
Training
Knowledge/
Experience
Essential
 Educated to degree-level
 GCSE Maths and English (grades A* to
C) or equivalent
 Evidence of continuing professional
development (CPD)
 A professional marketing qualification
Desirable
 Management qualification
 CIM or IDM Post-Graduate
Diploma
 Safeguarding training
 Equality and diversity training
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Skills/ Abilities
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JD&PS February 2016
Demonstrable experience of developing
and implementing successful integrated
marketing campaigns
Demonstrable experience of running
successful digital marketing campaigns
Demonstrable experience of successfully
project managing event
Demonstrable experience of developing
campaigns that measure impact and
return on investment
Track record of effective staff
management and leading a team to
achieve challenging targets
Knowledge of legislation and law relevant
to marketing
Demonstrable experience of utilising
research/insight to inform activities
Experience of managing budgets
effectively
Evidence of high performance in previous
roles/jobs
Experience of working effectively with
people from diverse backgrounds
Evidence of understanding how to
promote equality and diversity within the
job role
Excellent written and verbal
communication skills
Excellent inter-personal skills, with the
ability to build relationships at all levels
within an organisation
Proactive with a high level of initiative
Self-motivated and enthusiastic
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Experience of working in a
large, complex organisation
with a number of sites
Experience of establishing new
working practices and systems
Developing conversion
strategies
Knowledge of colleges’ or
universities’ culture and
practices
Experience of producing large
scale publications
Demonstrable experience of
improving the credibility of the
marketing function with internal
stakeholders
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Confidence to challenge appropriately
IT literate
First class copywriting and proofreading
skills
Effective in a fast-paced environment with
the ability to prioritise and make sound
decisions
Solid project management and financial
management skills
Ability to work in line with our values:
 Student Focus
 High Performance
 Respect, Openness, Honesty
and explain how this relates to the job
role
 Ability to make a positive contribution to
the team, valuing and respecting others’
expertise and contribution
 Ability to promote our excellent reputation
and carry out our business appropriately
and professionally at all times
Special
Requirements
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February 2016
JD&PS February 2016
Flexibility to work outside normal working
hours
Capacity to travel independently to the
College’s campuses, exhibitions and
events
Willingness to continually update skills
and knowledge
Ability to conduct self in a highly
professional manner at all times, acting
as an excellent ambassador for Bedford
College
Ability to take a proactive approach to
own learning and sharing knowledge with
team members
Responsibility for promoting and
safeguarding the welfare of children,
young people and vulnerable adults and
for raising any concerns
Ability to form and maintain appropriate
relationships and personal boundaries
with children, young people and
vulnerable adults
Awareness of health and safety
requirements relevant to the job