Download Head of Strategic Mktg and Comms 16_03_08 v4 confirmed with

JOB DESCRIPTION
Job Title: Head of Strategic Marketing and
Accountable to: Director of Academic Enterprise
Communications
Contract Length: permanent
Hours per week/FTE: Full time
Weeks per year: 52
Salary: £49,653 - £59,976
Grade: 7
College/Service: Strategic Development/Academic
Location: High Holborn
Enterprise
Purpose of Role:
The cross-UAL department of Academic Enterprise (AE) aims to increase the amount of income generated by the
University from non-core teaching and research activities. It builds on, and includes, the successful London
Artscom Ltd (short course), UAL Awarding Body, Language Centre, college and research based enterprise,
business and innovation operations. Academic Enterprise not only integrates and bolsters a wide range of business
and client facing work across the University but is also developing new products and services for new and existing
markets.
Academic Enterprise is a successful, growing department with 200 staff which meets the needs of 47,000 students
on short courses as well as FE courses in colleges outside UAL. Its units are expected to have a combined
turnover of £31m in 2015/16 mostly from B2C activities.
This is a new post which will lead a newly established strategic marketing team supporting the range of business
activities that make up the department. It will have a strategic focus and will lead the development of a crossdepartment strategic marketing approach which aligns with the University’s recruitment marketing for degree and
Foundation courses. The postholder will also support diverse marketing teams in modernising and focusing
marketing activities that drive sales for a range of B2C learning businesses and B2B consultancy and collaborative
projects embedded within the academic life of the University.
This is a rare opportunity to contribute to the development of a new department as it grows into new business
areas. To do this effectively the postholder will require matrix management skills and the ability to think innovatively
about multi-channel and multi-brand marketing in a rapidly changing environment.
Duties and Responsibilities
Development of Strategic Marketing
 To lead the development of a strategic approach to marketing across Academic Enterprise which takes account
of the multi-channel and multi-brand nature of the department and uses the broad expertise of the marketing
staff across AE and aligns with college and university recruitment marketing strategies.
 To work closely with unit managers across Academic Enterprise to implement a strategic marketing,
communications and channel strategy that meets the needs of the diverse businesses which make up the
department while maximising the opportunities for cross-selling and up-selling. This will include, but not be
limited to: setting frameworks and metrics; ensuring local marketing plans are in place and effectively
evaluated; that budgets are appropriately allocated and that opportunities for cross-selling and up-selling
whether in digital or face-to-face environments are maximised.
 To identify training and staff development needs of marketing, customer service and sales staff to deliver this
strategy across AE and work with HR and other members of the AE team to organise appropriate training.
 To work with the Director of Academic Enterprise to develop appropriate marketing strategies for new
businesses and business streams as they are developed in line with the new Enterprise Strategy.
 To chair the Academic Enterprise bi-monthly Strategic Marketing and Communications Group and the monthly
Academic Enterprise Marketing Operations Group.
 To work closely with the central departments of Marketing & Student Recruitment and Communications &
External Affairs and college based External Relations departments to ensure that the AE Marketing Strategy is
understood and aligns with other central and college based strategies.
Support for existing businesses
 To work with the International Marketing and Sales Manager to ensure that appropriate fairs are attended and
agents are in place for the internationally facing work. This will include streamlining our agent management
processes.
 To work with the E-commerce and Digital Services Manager to ensure that appropriate analytics reporting and
CRM developments are in place to ensure effective deployment of marketing resources.
 To work with the Academic Enterprise Communications Manager to ensure that appropriate communication
strategies are developed and implemented to support all AE activities as well as college and Research
Management and Administration innovation activities.


To ensure all marketing, communications and channel strategies are in line with UAL priorities and student
recruitment and other strategies.
To oversee all marketing procurement for AE marketing activities to ensure both value for money and that all
processes are in line with UAL procurement systems.
Other
 To perform such duties consistent with your role as may from time to time be assigned to you anywhere within
the University
 To undertake health and safety duties and responsibilities appropriate to the role
 To work in accordance with the University’s Equal Opportunities Policy and the Staff Charter, promoting
equality and diversity in your work
 To undertake continuous personal and professional development, and to support it for any staff you manage
through effective use of the University’s Planning, Review and Appraisal scheme and staff development
opportunities
 To make full use of all information and communication technologies in adherence to data protection policies to
meet the requirements of the role and to promote organisational effectiveness
 To conduct all financial matters associated with the role in accordance with the University’s policies and
procedures, as laid down in the Financial Regulations
Key Working Relationships: Managers and other staff, and external partners, suppliers etc; with whom regular
contact is required.
Internal
 Director of Academic Enterprise, AE Strategic Marketing team (8 staff, 3 direct reports).
 Managers, marketing and communications staff, in all Academic Enterprise units: Artscom, Study Abroad,
Language Centre, UALAB, college enterprise teams and Research Management and Administration
 UAL internal and external communications and marketing and student recruitment teams
 Finance, legal and business systems teams
 Senior Academic staff across UAL
External
 Consultants as appropriate
 E-commerce and other suppliers
Specific Management Responsibilities
Budgets: Final approval of AE marketing budgets, currently totalling approximately £1m.
Staff:
 3 direct reports with sole line management: International Sales and Marketing Manager; E-commerce and
Digital Services Manager; AE Communications Manager.
 7 reports with professional accountability: 4 x Artscom Marketing, Communications and Customer Service
Managers; 1 x UAL Awarding Body Senior Communications & Marketing Officer, 1 x Corporate Marketing &
Communications Manager (CSM)
Other (e.g. accommodation; equipment): None
Signed
Date of last review
(Recruiting Manager)
Person Specification
First degree in any subject
Specialist Knowledge/Qualifications
Postgraduate level qualification in marketing or
management or equivalent
Knowledge of diverse channel management and multibrand management in B2C and B2B environments
Successful change management by implementation of
new marketing systems and approaches in multi-team,
multi-channel environment
Track record of developing and implementing successful
marketing strategies and subsequent plans.
Relevant Experience
Track record in multi-team marketing management in a
B2C environment
Track record in use of CRM and analytics to support B2C
and B2B marketing.
Communication Skills
Leadership and Management
Research, Teaching and Learning
Communicates technical or specialist ideas or information
persuasively adapting the style and message to a diverse
audience in an inclusive and accessible way
Motivates and leads direct and remote teams effectively
setting clear objectives to manage performance
Applies innovative approaches to professional practice to
support excellent teaching, pedagogy and inclusivity
Applies own research to develop learning and
assessment practice
Professional Practice
Planning and managing resources
Teamwork
Student experience or customer service
Creativity, Innovation and Problem
Solving
Contributes to advancing professional practice in own
area of specialism
Effectively plans and manages operational activities or
large projects to achieve long term objectives
Builds effective teams, networks or communities of
practice and fosters constructive cross team collaboration
Makes a significant contribution to improving the student
or customer experience to promote an inclusive
environment for students, colleagues or customers
Identifies innovative solutions to problems to bring a wider
benefit to the organisation
The application form sets out a number of competence questions related to some of the following selection
criteria. Shortlisting will be based on your responses to these questions. Please make sure you provide
evidence to demonstrate clearly how you meet these criteria
Last Updated: March 2016
Academic Enterprise Marketing Structure
Line Management ___________________
Director of Academic
Enterprise
Professional Accountability _ _ _ _ _ _ _ _ _ _ _
Head of Strategic
Marketing &
Communications, grade 7
E-commerce &
Digital Services
Manager, grade 5
AE Communications
Manager, grade 5
Data Analyst,
grade 4
Communications
Co-ordinator,
grade 3
AE International
Sales & Marketing
Manager, grade 6
Marketing Coordinators, 2 x
grade 4
Study Abroad
Manager/Director
Language Centre
AE Agent Coordinator, grade 3
Artscom Business Mgrs
x 4, Deputy Director
UALAB, Director I&B,
CSM
Mktg, Comms &
Cust Serv Mgr,
CCW, grade 5
Mktg Co-ord,
Admin & Sales Coord, CSM, 2 x grade
4
Mktg, Comms &
Cust Serv Mgr,
LCF, grade 5
Mktg & New
Business Manager,
LCC, grade 6
Senior Comms &
Mktg Officer,
UALAB, grade 4
Customer Service
Team x 2
Customer Service
Team x 4
Customer Service
Team x 4
Customer Service
Team x 0.5
Comms team
Teamxx22
Corporate Mktg and
Comms Manager,
CSM, grade 5
4