Download Further Particulars HRG158

Further Particulars
This document includes information about the role for which you are applying and the
information you will need to provide with the application.
1. Role details
Vacancy reference:
11302
Job title:
Marketing Manager - Insight
Reports to:
Senior Marketing Manager – Strategy, Brand & Insight
Salary:
£38,511 - £45,954
Terms and conditions:
Academic-Related
Grade:
8
Duration of post:
Permanent
Working hours:
Full-time
Location:
Milton Keynes
Closing date:
Thursday 20th August 2015, midday
Type of application form accepted:
Short
Number of referees required:
Three
Unit recruitment contact:
Karen Ralley
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2. Summary of duties
The role holder is a specialist manager in the Marketing Strategy, Brand and Insight team
within the Marketing Unit with responsibility for enabling the University to meet its business
targets though the development and implementation of The Open University marketing and
brand strategy and providing credible and actionable insights (market and marketing).
This core member of The Open University Marketing Unit provides a top quality research and
insight service and collaborates effectively with senior managers of stakeholder groups (eg
colleagues in the MU, University Faculty Heads, Directors, Relationship Managers,
Communications Unit, Strategy Office, Business Development Unit, and Student Services).
The post holder is responsible for delivery of key team objectives as detailed in the Marketing
Unit Plan.
STRATEGY
Support the Head of Marketing - Strategy, Brand and Insight in the creation and
implementation of the annual and long-term marketing and brand strategies
BRAND
Provide data and/or research support as required for The Open University Brand Health
Monitor
CUSTOMER PROPOSITION DEVELOPMENT
 Work with Proposition, Relationship Management and Customer Engagement teams to
develop Undergraduate and Postgraduate proposition strategies
 Proactively identify customer and market opportunities from ongoing work – drawing
conclusions from across research activity, communicating recommendations to relevant
parties and spearheading the development of initiatives
INSIGHT AND RESEARCH
 Play a key role in driving the strategic brand and insights agenda across the wider Open
University, acting as the customer champion and ensuring that credible insights are at the
heart of all strategic activity
 Production and maintenance of insights, competitor, customer, market and other research
collateral, ensuring relevant research is constantly refreshed and readily available
 Provision of research and insights services for wider University strategic projects as
required
 Regular reporting on KPI’s (HESA, PEST etc)
 Bespoke research projects as required
 Manage the up-keep of The Open University research and insights dashboard and library
 Keep up-to-date with developments in consumer and sector research, pioneer innovation
through new ways of working.
 Develop specific research briefs for internal and external commissions, employing the
most up-to-date methods, delivering ad hoc projects in line with the wider needs of The
Open University
RELATIONSHIP MANAGEMENT


Establish relationships with key University stakeholders, leveraging these to influence
successfully strategy and decision-making
Be the central ‘go-to’ and key support for senior managers within the MU, providing the
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January 2010
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

right information made available at the right time
Participate in cross function working groups, representing the Marketing Strategy, Brand
and Insights team as appropriate
Develop and nurture relationships with external research suppliers and key marketing
agencies to ensure delivery to the highest quality standards
MARKET ANALYSIS
 Support interpretation of market trends data (eg HESA data) highlighting issues and
making recommendations as appropriate
 Maintain a good knowledge of the competitor set and communicate relevant market
developments taking appropriate action as needed
RISK AND ISSUE MANAGEMENT
 Proactively identify risks and issues in respect of achieving targets
 Proactively and collaboratively perform root cause analysis and identify mitigation actions
and/or resolutions
 Document effectively
COMMUNICATIONS
 Forges and nurture strong working relationships with key managers across The Open
University providing support and challenging where appropriate
 Work collaboratively with Marketing and other colleagues to ensure alignment with
University, Marketing Unit and related business objectives
 Build and develop positive relationships with stakeholders to ensure buy-in and actionable
proposals and recommendations
LEADERSHIP
 Provide leadership for staff and motivate them to generate best in class analysis and
recommendations
 Lead by example and create a clear and positive internal profile for the area
 Lead the development of an engaged, skilled and motivated team, and support and
encourage their on-going personal development
 Ensure performance issues are identified and proactively managed to resolution
 Champion and lead the drive for excellence in marketing within the team
TEAM AND STAFF DEVELOPMENT
 Ensure the professional and personal development and well-being of managed staff
 Ensure the effective working of the team
 Set objectives and conduct appraisals for all team members and regularly review progress
 Ensure the annual review of training and development needs of all sub-unit staff is
conducted through the appraisal and personal development planning processes with
adequate monitoring and management of delivery
3. Person specification
CRITERIA
ESSENTIAL
Education,
qualifications and
training


DESIRABLE
A relevant degree or equivalent higher
education qualification
A relevant professional marketing
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January 2010
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CRITERIA
ESSENTIAL
DESIRABLE
qualification in research and/or marketing
(eg CIM diploma)
Knowledge, work and
other relevant
experience
Personal capabilities
and qualities
Experience in a brand marketing or insight
role within a large consumer-facing
organisation or equivalent experience gained
within an agency environment
 Substantial experience of generating
market intelligence and insights (using
research, numerical and statistical data) to
inform strategic decision making in a large
and complex organisation
 Experienced in teams involved in the
creation of marketing strategy using
actionable insights to shape successful
plans
 Evidence of involvement in developing
highly successful brand and marketing
strategy for a major brand
 Able to demonstrate insight development
to support development and
implementation of new products, services
and business plans in a comparable
complex business environment
 Evidence of ability to set priorities and
exercise judgment within the area of
responsibility
 Proven experience of organising a busy
and heavy project workload
 Evidence of ability to manage multiple
projects
 Experience of budget setting and tracking
 Extensive and effective PowerPoint and
Excel skills and ideally Microsoft Project

Experience of a
large and
complex public
sector or HE
organisation

Knowledge and
experience of
product
management
tools and
techniques used
to develop
product
strategies,
preferably within
the education
sector or
alternatively
within a
comparable
industry
An experienced insight and research
specialist who is passionate about marketing,
insight, brands and The Open University and
its customers
 An excellent, all-round people manager
with high EQ and interpersonal skills
(including strong negotiating and
influencing skills) to develop excellent
relationships with colleagues and senior
stakeholders from across The Open
University
 An inspiring thinker with an analytical
approach to problem solving
 Able to innovate and think out of the box
 Creator of excellent briefs and reports,
 Able to set own (and team) objectives
 Self-reliant and determined approach to
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January 2010
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CRITERIA
ESSENTIAL
DESIRABLE

duties
Outcome and results driven
A strong communicator at all levels with
excellent communication skills including
presentation and written skills to develop
and promote business cases and project
plans
Persuasive and highly credible and able to
package and present ideas in a
compelling way appropriate to the
audience – internal, external and partners
High degree of flexibility in attitude to work
Leadership
competencies




Inclusive
Team player
Fair and consistent in approach
Well-developed influencing skills
Style and motivations
Highly collaborative
Passionate about the value of insight,
marketing and advertising - an evangelist and
ambassador for marketing around the
University
Enthusiastic about success and performance
Resilient and entrepreneurial
Dynamic and fast paced
Thirst for knowledge - innovative, creative and
curious
Special working
conditions
UK and some travel
Additional
requirements
All staff are expected to
 Undertake any other duties which may be
reasonably required
 Demonstrate a strong commitment to the
principles and practice of equality and
diversity



4. Role specific requirements e.g. Shift working
UK and some travel
5. About the unit/department
The Open University Marketing Unit’s role is to build even further on our well-known and
respected brand’s reputation as a world leading educator that delivers life-changing
learning opportunities and to recruit new students each year.
We have 6 teams
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January 2010
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





Acquisition and Brand Marketing
Customer Engagement
Marketing Strategy, Brand and Insight
Business Strategy, Planning and Performance
Relationship Management (internal stakeholders eg faculties)
Business Services
To maintain our successful position in the market we are recruiting experienced and
passion marketers to join the team. We need to expand our competency and resources
as we strive for ever better performance from our advertising and communications in
today’s complex and fascinating marketing environments.
Why work for us?
We are the UK’s biggest university and a world leader in flexible part-time education,
with over 200,000 students.
We and the quality of our students’ experience is at the heart of what we do. We are
committed to delivering quality and flexible education for all. Our students have rated
The Open University in the top five universities for overall satisfaction since the National
Student Survey began in 2005.
6. How to obtain more information about the role or application process
If you would like to discuss the particulars of this role before making an application please
contact Daryl Humphreys on 01908 858344 or email [email protected].
If you have any questions regarding the application process please email [email protected].
7. The application process and where to send completed applications
Please ensure that your application reaches the University by: midday on Thursday 20th
August 2015.
E-mail your application to: [email protected]
Application is by application form, CV and covering letter.
We will let you know as soon as possible after the closing date whether you have been
shortlisted for interview. Further details on the selection process will also be sent to shortlisted
candidates.
Applications received after the closing date will not be accepted.
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January 2010
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