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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 1 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. 2 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. 3 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: 1. 2. 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 4 12. Proven experience managing marketing agencies and other external service providers and suppliers Desirable 1. 2. 3. 4. 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 5