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Post Details
Last Updated: 01/02/2017
Faculty/Administrative/Service
Department
Marketing, Recruitment, Admissions and Communications
Job Title
Senior Marketing Manager
Job Family
Professional Services
Job Level
Level 5 HRZ
Responsible to
Director of Student Marketing, Recruitment & Admissions
Responsible for (Staff)
Three Campaign Officers, Digital Acquisition Manager and two
Email Marketing Officers
Job Purpose Statement
The post holder is responsible for leading, managing and executing innovative and effective endto-end pre-enrolment marketing campaigns in alignment to the Marketing, Recruitment,
Admissions and Communications Divisional and University strategic objectives – focusing on student
number growth with high quality leads that have the greatest propensity to enrol. The post holder
will be accountable for pan University coordination in order to plan, develop and implement the
student attraction and recruitment strategy through multiple integrated channel marketing
activities, measuring student recruitment success and return on investment through continual
analysis and feedback.
The post holder will be responsible for managing a marketing plan that reflects the core subjects
and markets (both domestically and globally) that drive most revenue for the university – across
Undergraduate Markets, Postgraduate Taught and Postgraduate Research audiences.
The candidate will ideally be a qualified marketing professional with extensive experience of
managing and executing innovative and effective Marketing campaigns via multiple channels
and ensure that they are delivered within budget and scope.
Key Responsibilities
1. Responsible for prioritising, developing and implementing Marketing activities including budget
allocation, on-going review of activity and Return on Investment (ROI) and presentation of
results to senior staff.
2. Plan and deliver a comprehensive multi-channel Marketing and campaign plan both within the
UK and overseas to meet UG/PGT/PGR Recruitment Objectives and KPI’s. The plan should build
awareness and interest in study at the University of Surrey and also generate and convert high
quality prospects on key courses in key markets where incremental growth is planned.
3. Work closely with the campaign team, Faculty Marketing, UK/EU Recruitment, International
Recruitment and Creative & Digital Service teams to deliver plans and coordinated activity.
4. Work closely with relevant agencies to support campaign activity – in close liaison with the
Director of Corporate Marketing & Digital Services in relation to how the brand is brought to life
for the student audiences
5. Analyse campaigns, identify trends and provide campaign performance reports detailing return
on investment.
6. Work closely with key stakeholders and build strong relationships, communicating campaign
progress effectively to all stakeholders.
7. Work with the Insight team to take insight/ market data and turn it into effective recruitment that
increases our recruitment funnel efficiency from attraction to appropriate high quality lead
generation, nurture and conversion to enrolment.
8. Attract, retain, motivate and develop the Campaign team to be a high performing coordinated team, working in support of these recruitment objectives.
N.B. The above list is not exhaustive.
All staff are expected to:

Positively support equality of opportunity and equity of treatment to colleagues and students in accordance with the
University of Surrey Equal Opportunities Policy.

Work to achieve the aims of our Environmental Policy and promote awareness to colleagues and students.


Follow University/departmental policies and working practices in ensuring that no breaches of information security result
from their actions.
Ensure they are aware of and abide by all relevant University Regulations and Policies relevant to the role.

Undertake such other duties within the scope of the post as may be requested by their Manager.

Work supportively with colleagues, operating in a collegiate manner at all times.
Help maintain a safe working environment by:

Attending training in Health and Safety requirements as necessary, both on appointment and as changes in duties and
techniques demand.

Following local codes of safe working practices and the University of Surrey Health and Safety Policy.
Elements of the Role
Planning and Organising

Excellent leadership, planning, project management, influencing and communication skills
are essential with strong attention to detail and the ability to manage multiple projects
concurrently.

Attract, hire and develop the team to be a centre of Marketing/ Campaign excellence.
Managing the team in an integrated way to ensure that all activity is appropriately focused
and prioritised against the recruitment priorities and a core course/ market approach.
Supporting the Director of Student Marketing, Recruitment & Admissions and the Heads of
International and Domestic Recruitment, they will be responsible for planning, developing
and implementing the strategy through multiple integrated channel marketing activities
which involve the deployment of significant University resources, measuring student
recruitment success and return on investment through continual analysis and feedback.
Through their significant agency management experience across direct marketing,
promotion, online and advertising disciplines, the post holder must ensure that the University
delivers the very best campaigns.


Problem Solving and Decision Making
 The post holder is expected to interpret data, analyse, investigate, test ideas, evaluate
outcomes and establish creative solutions. When required, they will need to work closely with
relevant agencies to develop solutions that deliver on the marketing KPI’s. There is significant
budget management and the revenue impact of the marketing activities is very large.
 The post holder will have the gravitas and experience to lead senior groups of academics,
Research Directors, Associate Deans of Research, Associate Deans of Learning and Teaching
faculty personnel and support staff deliver major marketing campaigns. This will often involve
leadership in times of ambiguity and will mean that the individual will have strong relationship
skills and be empathic and strong in equal measure to ensure that projects are delivered. They
will also have to ensure that all activity is coordinated and consistent across all internal and
external audiences.
Continuous Improvement
 They will develop and implement the Student Marketing strategy designed to recruit
appropriate high quality UG, PGT and PGR students alongside the Director and HoD’s in the
Student Recruitment area and will have considerable influence to shape the direction of all
Student Marketing and Recruitment activities
Accountability
 The post holder will report in to the Director of Student Marketing, Recruitment & Admissions and
will operate within an agreed framework of clear objectives, budgets, processes and
governance.
Dimensions of the role
 The post holder will have considerable autonomy to execute insight driven, integrated,
innovative and effective direct marketing campaigns via multiple channels and ensure that
they are delivered on time, within budget and achieve agreed KPI’s. In order to achieve this,
they will have responsibility for an expenditure budget of approximately £1 million and the
activities will have very significant impact (tens of millions in revenue) on the University’s overall
financial performance.
 The post holder will be responsible for leading complex project teams to achieve the overall
Marketing and Student Recruitment KPI’s therefore, leadership and line management
experience, strong relationship building and team working skills are essential.
 With the Director of Student Marketing, Recruitment and Admissions, the post holder is expected
to promote and deliver innovative campaigns for UG, PGT and PGR, in order to increase quality
student recruitment and retention.
Supplementary Information

n/a
Person Specification
Qualifications and Professional Memberships
Professionally qualified with a relevant degree/postgraduate qualification, plus a
minimum of four to six’s years broad management experience in similar or related roles
E
OR;
Substantial vocational and relevant management experience demonstrating
management ability in an appropriate professional or specialist area, and success in
similar or related roles, supported by evidence of significant appropriate specialist
knowledge
Technical Competencies (Experience and Knowledge) This section contains the
Essential/
Desirable
Level
1-3
Knowledge and understanding of project and campaign planning
E
3
Significant experience in multi-channel marketing – in both domestic and
international markets
E
3
Ability to interpret data to inform campaign audiences
E
3
Ability to present and report to key stakeholders
E
3
Experience in leading and managing large project teams
E
3
Experience in the Higher Education sector
D
n/a
level of competency required to carry out the role (please refer to the Competency
Framework for clarification where needed and the Job Matching Guidance).
Special Requirements:
Ability to work outside of regular office hours as required
Core Competencies This section contains the level of competency required to carry out this role.
(Please refer to the competency framework for clarification where needed). n/a (not applicable) should
be placed, where the competency is not a requirement of the grade.
Essential/
Desirable
E
Level
1-3
Communication
3
Adaptability / Flexibility
3
Customer/Client service and support
3
Planning and Organising
3
Continuous Improvement
3
Problem Solving and Decision Making Skills
3
Managing and Developing Performance
3
Creative and Analytical Thinking
2
Influencing, Persuasion and Negotiation Skills
2
Strategic Thinking & Leadership
3
This Job Purpose reflects the core activities of the post. As the Department/Faculty and the post holder develop, there will
inevitably be some changes to the duties for which the post is responsible, and possibly to the emphasis of the post itself.
The University expects that the post holder will recognise this and will adopt a flexible approach to work. This could include
undertaking relevant training where necessary.
Should significant changes to the Job Purpose become necessary, the post holder will be consulted and the changes
reflected in a revised Job Purpose.
Organisational/Departmental Information & Key Relationships
Background Information
The Marketing, Recruitment, Admissions and Communications Division is comprised of three distinct areas
incorporating: Recruitment, Admissions and Student Marketing; Communications and Corporate Marketing
& Digital Services
The Division is responsible for ensuring that the University is optimally positioned in domestic and international
markets against a variety of different target audiences ranging from prospective students, prospective
parents, schools, businesses, public bodies, Research Councils and local communities. Attraction of
appropriate high quality students; research funding, ongoing reputation building, brand management and
achieving high levels of customer service are some of the performance indicators against which the
department will be judged.
The post-holder will work across the university interacting with and influencing senior
management and executive board members on international and domestic student recruitment
campaigns.
Department Structure Chart
Senior Marketing
Manager
UG Campaign
Officer
PGT Campaign
Officer
PGR Campaign
Officer
0.6/ 0.8FTE
– 0.6 FTE
Digital Acquisition
Manager
Email Marketing
Officer
0.8FTE
Email Marketing
Officer 0.6FTE
Marketing
Assistant
Relationships
External
The post holder will work closely with relevant marketing agencies, media partners and print
suppliers to support campaign activity and will be experienced in handling and briefing external
suppliers and negotiating best cost and quality of work.
Internal
The post-holder will work across the university interacting with and influencing senior management
and senior academics/research staff. They will work across University Departments but will work very
closely with the Directors and ‘Heads of’ in the Marketing, Recruitment, Admissions and
Communications department and the Faculty Marketing Managers.