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IMPERIAL COLLEGE BUSINESS SCHOOL
JOB DESCRIPTION
Job title:
Director of Marketing and Communications
Faculty:
Imperial College Business School
Grade:
Level 6, Professional Services
Location:
South Kensington Campus
Working hours:
Not normally less than 35 hours per week
Open / fixed term:
Permanent
Reporting to:
Dean of Imperial Business School
Manages:
Marketing & Branding
Marketing support services for programme development, student
recruitment and admissions
External and internal communications
Web / online / digital / social media marketing & communications
Media relations
Events Management
Key Working relationships:
Deputy Dean, Associate Dean, Faculty Operating Officer, Management
Board Members, Head of Development, Director of Research,
Executive Education Director, School Academic, Research and
Professional staff, Programme Directors, Programme Managers,
College Director of Communications, College Directors of Professional
and Support Services (including Corporate Partnerships, International
Office, Student Recruitment & Outreach and Registry), external service
suppliers including media and design agencies
Purpose of post
To develop and deliver world class brand development, marketing and communications in
support of Imperial College Business School’s vision to be a globally excellent business
school that ranks amongst the best in the world.
Background and Context
Marketing and communications are vital functional areas of critical strategic importance. The
goal of the Marketing and Communications team is to deliver marketing and communications
services to underpin the research, teaching and executive education activities of a top
ranked global business school. Marketing and Communications plays a significant role in
supporting the School’s strategic objectives to:
 Grow MBA and MSc student numbers to 1715 by 2018-19, representing gross
income of £60 million
 Grow research volume from £3.6 million in 2013-14 to £5 million in 2018-19
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Establish Executive Education as a significant and clearly differentiated business in
the UK, Europe and global markets, growing to £10 million income by 2018-19
Be known as a strong brand with an excellent reputation; achieve top 10 place in the
Financial Times European Business School Ranking
Attract £1 million/year in annual spendable income from philanthropy and create an
endowment fund that will reach £50 million in 10 years
Enhance corporate connectivity and gain £5 million corporate support a year for
research and teaching by 2018-19
Achieve top 30 ranking in the Financial Times Customised Executive Education
Ranking
The Director of Marketing and Communications post brings together the complementary
areas of marketing communications, brand management, market research and events
management, giving them dedicated professional representation and cohesion.
Key Responsibilities
To be the brand guardian of Imperial Business School. Develop the Business School brand
image globally and internally and manage application in all internal and external promotions,
media and events.
As a member of the Business School Management Board, contribute to and take joint
accountability for the development, communication and delivery of the totality of the Business
School vision and strategy.
Carry out international market, environmental and competitor research and analysis to
inform Business School strategy, plans and targets, including research, evaluation and
market testing of proposed new programme and course developments.
Determine the unique selling proposition of the Business School and communicate to the
market and Business School stakeholders.
Establish and position Imperial College Business School competitively as the School of
choice for the world’s top business students.
Develop and deliver market engagement strategies to achieve growth in programmes,
research, executive education and global development. Engage students, corporate
partners, corporate recruiters and other key stakeholders in higher education, to establish
Imperial College Business School as a leading brand in providing first class business
education, the highest calibre student experience and highly employable high performing
graduates.
Develop an overarching and fully integrated marketing and communications strategy and
plan to cascade throughout the Business School.
Recruit, manage, motivate and develop a high performing team, building a culture of
market driven actions and responses focused on achieving targets which are directly linked
to delivery of the Business School strategy.
Integrate and exploit the new Business School CRM system for Programme teams, Alumni
and Careers.
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Develop and deliver an integrated events management programme and service in support of
the brand, programmes, research and executive education.
Develop new communication channels, test and prove existing channels through
measurement.
Develop and deliver the Business School digital marketing strategy, including optimal use
and user experience of web and social media.
Develop and deliver the Business School’s traditional media and press strategy and plans,
in order to maximise profile in target areas.
Develop and deliver the Business School’s internal communications strategy and plans.
Develop and implement market based reporting KPIs linked to revenue and efficiency
targets.
Optimise the market engagement budget allocation across audiences, channels and
segments. Measure and evaluate Return on Investment to underpin resource decisions.
Together with Programme teams, develop a programme pricing strategy to optimise return
on investment and future growth.
Manage marketing related agencies and supplier relationships.
To observe and comply with all College policies and regulations, including the key policies and
procedures on Confidentiality, Conflict of Interest, Data Protection, Equal Opportunities, Financial
Regulations, Health and Safety, Imperial Expectations (for new leaders, managers and supervisors),
Information Technology, Private Engagements and Register of Interests, and Smoking.
To undertake specific safety responsibilities relevant to individual roles, as set out on the College
Website Health and Safety Structure and Responsibilities page
http://www3.imperial.ac.uk/safety/policies/organisationandarrangements
Job descriptions cannot be exhaustive and the post-holder may be required to undertake other duties,
which are broadly in line with the above key responsibilities.
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 all other relevant guidance/practice frameworks.
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PERSON SPECIFICATION
DIRECTOR OF MARKETING AND COMMUNICATIONS
(IMPERIAL COLLEGE BUSINESS SCHOOL)
Applicants are required to demonstrate that they possess the following attributes.
Imperial Expectations
These are the 7 principles that Imperial leaders, managers and supervisors are expected to
follow:
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3.
4.
5.
6.
7.
Champion a positive approach to change and opportunity
Communicate regularly and effectively within, and across, teams
Consider the thoughts and expectations of others
Deliver positive outcomes
Encourage inclusive participation and eliminate discrimination
Support and develop staff to optimise talent
Work in a planned and managed way
Essential
1. Number of years of direct experience at Management Board level in a complex, fastmoving business with an international brand portfolio
2. Professionally qualified marketeer, with a good degree and proven post qualification
experience managing recognised major international brands
3. Proven achievements and international experience in developing and delivering
integrated external relations and brand strategy for at least two recognised major
international brands
4. Proven achievements and a track record of leading, developing and delivering marketing
strategies and plans for at least two recognised major international brands
5. Proven track record in developing and delivering multiple channel strategies and plans
including direction and exploitation of digital media for at least two major brands
6. Pro-active individual, with strong networking, communication and presentation skills, an
enthusiastic team player but with ability to work independently and unsupervised
7. Demonstrable experience of the ability to advise and influence the most senior staff in
major organisations and to present at Board level
8. Proven ability to recruit, develop, manage and motivate a high performing team and to
plan and manage work schedules of others to ensure deadlines are met
9. Proven track record in developing and delivering marketing services to sales/recruitment
areas.
10. Proven ability to work under pressure on multiple priorities to demanding timescales
11. Proven ability in creative thinking, opportunity creation and problem solving, including
new product launch of products with international markets
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12. Proven experience managing marketing agencies and other external service providers
and suppliers
Desirable
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High value service brand experience
Higher education and/or Public Service experience
Experience in a business school environment
Experienced in using marketing tools such as marketing databases, social media and
campaign tracking software
5. Experience in managing corporate events and conferences for a major organisation
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