Download Manager marketing services

UTS POSITION DESCRIPTION
UTS:HUMAN RESOURCES
POSITION TITLE
Manager, Marketing Services
UNIT AND DIVISION
Marketing and Communication Unit (MCU), Corporate Services Division
POSITION PURPOSE
This position leads the University’s core marketing effort. The Manager, Marketing Services is
responsible for the development, implementation and review of marketing strategies at University
and Faculty level where Service Level Agreements (SLAs) are in place. The marketing strategies
employed are expected to:
> Reinforce UTS brand messages;
> Increase the depth of key stakeholder understanding about UTS;
> Effective employ a range of marketing vehicles and channels to promote the University’s
course offerings to prospective domestic and international students; and
> Effective employ a range of marketing vehicles and channels to promote the University’s
research activities and other important initiatives.
The Manager, Marketing Services works with both internal and external groups to achieve the
goals and will work to build those capabilities identified as important for the success of the UTS
marketing function and activities.
The Manager, Marketing Services occupies a visible leadership and relationship building position
and as such deputises for the Director, MCU, providing leadership and other appropriate support
to MCU staff. The incumbent leads by example, promoting a professional focus and service
orientation that is acknowledge and respected by MCU’s internal and external stakeholders.
DIMENSIONS
The Manager, Marketing Services has management and oversight of nine direct reports with a
team of 14 in total. This position chairs the monthly meeting of University marketers (Marcoms).
The Director has overall financial responsibility, however, this position manages between
$250,000 and $500,000 of the annual MCU budget.
RELATIONSHIPS
The role is a leadership one for marketing across UTS. The accountability of this position relates
specifically to marketing activities that develop, maintain and enhance the University’s reputation
and image so that UTS can achieve its objectives. The major objectives are to raise the profile of
UTS significantly, to concentrate on building its reputation with key external stakeholder groups, to
assist faculties with faculty-specific marketing activities that will help grow their market share and
to optimise the University’s marketing spend and operating efficiency.
The position reports to the Director, Marketing and Communication Unit who in turn, is
responsible to the Deputy Vice Chancellor, Corporate Services.
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COLLABORATION AND COMMUNICATION
The Manager, Marketing Services will:
Internally
> collaborate closely with Senior Management, Deans and Faculty Managers, and Directors;
> work collaboratively with marketing and communication staff from other areas of the
University; and
> work closely with MCU peers managing the Communication, Creative and Design, Events,
and Media teams.
Externally
> develop and manage relationships with suppliers and third-party providers; and
> develop and manage relationships with marketing alliance partners as appropriate (e.g.
Australian Technology Network).
MAJOR RESPONSIBILITIES
Attain a sound understanding of the overall strategic direction of the University. This
understanding provides the framework for the development of marketing strategies.
The major responsibilities are grouped around a number of key activities:
Strategic Planning and Advice
> Develop annual marketing objectives for all marketing activities to enhance and strengthen the
UTS brand
> Work closely with the faculties to set an overall marketing plan, to achieve those objectives
and to implement that plan
> Develop corporate marketing initiatives to build the UTS brand to meet the objectives of the
marketing plan
> Deliver a UTS brand platform from which faculties can leverage their own marketing initiatives
> Identify marketing opportunities and to develop appropriate responses and initiatives
> Provide high level strategic advice that informs the development of MCU Action Plans and
other MCU strategies
Monitoring and Benchmarking Effectiveness
> Develop and implement a measures that analyse the effectiveness of UTS promotional,
marketing, public relations, communication and events activities and benchmark in
accordance with industry best practice
> Develop improvements and innovations based on analysis of effectives and lead MCU’s Plan,
Do, Review, Improve (PDRI) process
Capability Building
> In conjunction with the Director, MCU enhance the marketing culture at UTS
> Identify the capability gaps within marketing at UTS and to develop strategies to improve the
skills
> Enhance the marketing capability across UTS through the establishment of networks, policies
and procedures, staff development and maintenance of effective relationships
> Develop internal marketing channels that build marketing capabilities, professionalise our
activities and to build a strong marketing culture
> Effectively manage the Marketing Services Team
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Internal Consulting
> Provide high level advice on marketing strategy and implementation to staff at across the
University and contribute to the development of market-oriented policy and related strategy
formation
> Contribute to the University’s development through the research and analysis of trends in the
market place that influence its future directions and growth
Undergraduate and Postgraduate Recruitment
> Develop and implement marketing initiatives to achieve the recruitment objectives as outlined
in the overall plan
Financial Management
> Allocate, plan and manage the UTS marketing budget and report expenditure against budgets
> Support key marketing initiatives through sponsorship activities as appropriate
Relationship Management
> Direct, manage and protect the University’s relationships with third-party marketing services
providers through ongoing and regular liaison and performance reviews
> Investigate links with potential partners that would benefit UTS’ brand in the market place
University Policies
> Ensure that policies and practices are environmentally responsible and conducive to a safe
and healthy working environment for staff
> Ensure compliance to equal opportunity policies in the management of staff
> Keep abreast of university policy and practices and ensure their implications are
communicated to staff
ENVIRONMENT AND POSITION CHALLENGES
Relationship Management
Establish, strengthen and maintain strong relationships with all Faculty Managers (internal clients)
and those marketing practitioners across the University who do not report to MCU under a outside
SLAs.
Marketing Team Expertise
Develop and maintain the capabilities of marketing staff – particularly those that are not marketing
practitioners – to match the needs of the University. In addition, the creation of new skills sets as
required either through the professional development of existing team members, the appointment
of consultants as appropriate or the recruitment of staff with specialist expertise.
Operating Environment
PRINCIPAL ACCOUNTABILITIES
Managing set budget to achieve expected outcomes and develop strategic marketing plans with a
two- to three-year horizons that inform the annual budget process and provide a compelling
business cases in support of budget requests.
General Challenges
General challenges include:
> Digesting recent market research and developing fresh strategies based on the findings
> Creating buy-in for marketing solutions involving new mediums and approaches
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Volume and diversity of marketing requirements and activity across the University
Managing the demands and expectations of internal clients in an organisation that has
embraced brand consciousness and a marketing focus in recent years
AUTHORITY TO ACT
Manager, Marketing Services is expected to act autonomously within broad guidelines set by the
Director, MCU. The incumbent will manage the workload of the Marketing Services Team and is
expected to prioritise tasks and plan workflow according to the requirements of MCU Action Plan
and operational needs of the Unit and the Division. The incumbent has financial delegation of
$10,000 and manages the budgets associated with the Marketing Services Team.
As Manager, Marketing Services, the incumbent develops and implements an annual work plan
for the team in relation to their respective position descriptions. MCU has a strong team-based
operating style. The Manager, Marketing Services is expected to second the Director, MCU,
stepping into the role as required, providing guidance to other members of MCU (including peers)
and advice to other University staff (including Senior Management) in the absence of the Director.
Safety & Wellbeing responsibilities
All staff must:
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Take reasonable care of, and cooperate with actions taken to protect, the health and safety of
both themselves and others
report all accidents, incidents and hazards to their supervisor as soon as is practicable
Supervisors and managers of staff and facilities must do whatever is reasonably practical to
ensure that both the workplace and the work itself are safe, in consultation with staff affected.
KNOWLEDGE AND SKILLS
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Excellent people management and interpersonal skills and the ability to provide leadership,
guidance, management, advice and support
Excellent marketing skills – including research, analysis, strategy formulation, planning and
implementation
Excellent written and oral communication skills and excellent negotiation, leadership and
diplomacy skills
Sound project management skills
A good understanding of the use of latest marketing principles, practices and mediums (e.g.
e-Marketing)
Demonstrated ability to establish and work with committees/management teams/working
groups
Demonstrated ability to work with people at all levels
Demonstrated ability and commitment to work with minimal supervision as well as in a team
environment in the development and advancement of projects
Successful record of experience in developing and managing a marketing function and
strategy within a large institution
Degree (preferably postgraduate) in marketing or equivalent marketing experience in a
medium to large organisation
Familiarity with current issues relevant to the Australian higher education sector
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ORGANISATION CHART
Attach an organisation chart that shows in relationship to this position; the position it reports to,
direct reports and peers (where appropriate).
APPROVALS
Incumbent
Supervisor
(if currently occupied)
Manager
(minimum level Dean/Director)
Name:
Title:
Signature:
Date:
UTS SELECTION CRITERIA
UTS:HUMAN RESOURCES
POSITION TITLE
Manager, Marketing Services
EXPERIENCE REQUIRED
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Demonstrated management experience in corporate communications, corporate marketing
and brand management.
Extensive experience in development and implementation of institution-wide marketing
strategies in a complex organisation.
Demonstrated capacity to influence innovation and participate in the development of best
practice in communication and marketing disciplines.
Demonstrated experience in managing and internal and external relationships.
Experience in managing a large and diverse team.
Demonstrated experience in working with and influencing senior management in all aspects of
communication and marketing.
SKILLS AND ATTRIBUTES
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Excellent interpersonal, influencing and negotiation skills including the ability to develop and
promote effective relationships internally and externally.
A capacity to work collaboratively and appreciate and respond to the complex needs of a
diverse range of stakeholders and to influence others to the University’s benefit.
Demonstrated strategic agility along with creative problem solving skills.
Demonstrated team participation and leadership skills.
Demonstrated team building skills and management skills including setting effective goals and
measures for performance as well as motivating and supporting direct reports.
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Track record for effective use of resources (financial and other).
Excellent communication and presentation skills.
Knowledge of the current climate of the higher education sector.
March 2008
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UTS: MARKETING
Manager,
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e-Marketing Officer
Marketing
Officer
Advertising Executive
(part-time)
Course Promotions
Officer
School Visits Offices x 1
(part-time casual)
Marketing Projects
Manager (Engineering)
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Communication
Officer (DAB)
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Manager (Law)
Research
Communication
Manager
Course Promotions
Assistant
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Officer (DAB)
March 2008
Marketing and
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Officer (NMH)
Web Coordinator
External Relations
Coordinator
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