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JOB DESCRIPTION
JOB DETAILS
Job Title: Head of Marketing and Communications
Grade: Msp 20
JOB PURPOSE
This role is critical in terms of ensuring the future success of the college. The Head of
Marketing and Communications leads on marketing to a range of groups from pre-16
pupils, to school leavers, degree students, mature adults and employers and the marine
markets.
The post-holder will have overall responsibility for the college’s media and marketing
activities and oversee the development and delivery of a fully integrated marketing and
communications strategy. The role will also carry overall responsibility for managing all
internal and external communications for the college including with local, regional, national
and international media.
ACCOUNTABLE TO: Chief Executive
KEY RESULT AREAS
Lead a team of Marketing, Digital and Student Recruitment Officers in promoting College
courses to the appropriate target market to support the key college Business Units (South
Shields Marine School, South Tyneside Professional and Vocational College, TyneMet
College (including Queen Alexandra Sixth Form)) . Support the achievement of recruitment
and conversion objectives via a content-led, value adding approach. As the marketing and
PR manager for the college, you will be the primary point of contact for all Academic
managers and other college stakeholders, ensuring that marketing and PR activities are well
communicated and positively received via proactive stakeholder engagement.
Main Duties
To develop and design and implement effective marketing and communication strategies for
the key College markets at 14-16, 16-18, Marine, Adult and Higher Education level, across
home and international markets. To develop and implement an effective PR strategy for the
newly merged College to enhance and manage the reputation of the organisation.
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Communications
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Developing an integrated communications strategy for the college incorporating PR,
marketing and all online activity.
Implementing communications strategy to increase brand awareness and recognition
for the college and its key brands (South Shields Marine School, South Tyneside
Professional and Vocational College, TyneMet College including Queen Alexandra
6th Form).
Developing relationships with key media to secure and grow media coverage both
online and offline.
Dealing with crisis media communications.
Monitoring press stories relating to the college and its brand and maximising
opportunities for positive PR.
Collating and analysing current communications and campaigns.
Communicating the college brand and family of brands to internal and external
stakeholders.
Building and maintaining relationships with local employers, stakeholders and key
regional bodies.
Marketing
 Developing marketing campaigns for the key College brands (South Shields Marine
School, South Tyneside Professional and Vocational College, TyneMet College
including Queen Alexandra 6th Form) and target markets and any new college
provision/services.
 Overseeing implementation of campaigns, events and digital marketing.
 Undertake analysis of campaigns, events and digital marketing.
 Working closely with the college’s Business Development Director; enabling them to
meet their commercial objectives by providing them with appropriate tools, materials
and presentations
 Guiding the day to day activities of the marketing team.
 Ensuring that the marketing objectives are implemented by the marketing team.
 Work closely with Customer Services on student recruitment, the student journey
and in-college experience.
 Manage social media presence and direct programs to improve social
media reputation and recognition.
 Undertake continuous analysis of competitive environment and consumer trends.
 Budget setting and management.
Marketing strategy
Be responsible for developing and implementing end-to-end College marketing strategies
for the key College brands (South Shields Marine School, South Tyneside Professional and
Vocational College, TyneMet College including Queen Alexandra 6th Form) with supporting
tactical delivery plans. Achieve this by working in collaboration with key stakeholders from
the colleges and directorate. Understand and leverage key market dynamics, utilising
insights and data to inform marketing strategy, leading to the successful achievement of
student applicant and conversion targets.
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Undertake regular reviews of college marketing and communications activity to ensure
ongoing effectiveness and return on investment. Act as the primary marketing and comms
contact for the College with regards to all student and employer initiatives.
Lead on the development and production of ongoing College marketing content and
communications in line with College strategic plans and course development requirements.
Ensure that positioning objectives, USPs, tone of voice, creative and messaging are
designed to optimise engagement and that they adhere to the corporate brand and visual
identity guidelines. Explore and manage opportunities with course profiles across owned,
earned and paid media channels.
Undertake on-going market research and competitor analysis to ensure that our offer to
students is attractive, competitive and suitably targeted and that our College portfolio
remains competitive within the sector and where appropriate provide reports on sector or
government trends.
Recruitment and events
Lead on the strategic development of experiential initiatives such as open days, applicant
and selection days. Use insight and expertise to influence the College and the recruitment
teams to achieve the best possible student experience at these events. Provide hands on
physical support at events as appropriate to ensure that marketing are seen as highly
proactive in supporting front line activity. Drive the evaluation of events, delivering
recommendations for improvement.
Lead the Student Recruitment and Outreach teams to implement the Schools Engagement
plan. Develop, build and maintain personal College relationships with schools and colleges
in the region.
Ensure on-going monitoring of student applications using our EBS system. Develop and
implement strategies to improve conversion rates and increase applicant numbers across
UK/EU and international markets.
In conjunction with Tutors, Heads of Departments and Course Leaders, develop and review
our Admissions processes and policies to maximise recruitment, ensuring that this is in line
with the institutional admissions policies. Work with the home/EU and international
admissions teams to ensure that the Business Unit processes are aligned with College
processes.
Content development and management
Lead the design and production of marketing and promotional literature including
prospectuses, brochures, leaflets, flyers, posters. Working with the College Digital
Communications Officer, develop a content strategy for capturing and generating relevant
and interesting content to aid student recruitment using rich media and social media
channels. Responsible for the development and evolution of the course web pages and the
creation of visually engaging multimedia content – ensuring accuracy and effectiveness.
Collaborative working and relationship building
Liaise with key internal stakeholders/departments to establish key links to maximise our
College exposure to new, existing students or Alumni.
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Share best practice with other Managers to ensure that there is a holistic approach to our
marketing activities and that others will benefit from the experience of running specific
campaigns or initiatives.
Establish a strong network of key Alumni contacts and existing students for marketing
initiatives and profile raising activities by working with the relevant departments.
Management of the College marketing budget ensuring at all times value for money is being
achieved.
Carry out evening Duty Manager Responsibilities as required
NB
In consultation with you, this job description is liable to variation to reflect actual
contemplated or proposed changes to your job.
VARIATION IN THE ROLE
Given the dynamic nature of the role and structure of TCC, it must be
accepted that, as the College’s work develops and changes, there will be a need for
adjustments to the role and responsibilities of the post. The duties specified above are,
therefore, not to be regarded as either exclusive or exhaustive. They may change from
time to time commensurate with the grading level of the post and following consultation with
the member of staff.
EQUALITY AND DIVERSITY
The College is committed to equality and diversity for all members of society. The College
will take action to discharge this responsibility but many of the actions will rely on individual
staff members at TCC embracing their responsibilities with such a commitment and
ensuring a positive and collaborative approach to Equality and Diversity. This will require
staff to support the College’s initiatives on Equality and Diversity which will include
embracing development and training designed to enhance practices and the experiences of
staff, students and visitors to the College with an all inclusive approach that celebrates
differences. Failure to embrace these commitments may lead to formal action.
If you as a member of staff identify how you or the College can improve its practice on
Equality and Diversity, please contact the Equality and Diversity Officer in Human
Resources.
HEALTH AND SAFETY
All members of staff have a duty to maintain safe and clean conditions in their work area
and co-operate with the College on matters of Health and Safety. This will include assisting
with undertaking risk assessments and carrying out appropriate actions as required. Staff
are required to refer to the College Health and Safety Policies in respect to their specific
duties and responsibilities.
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LEARNING & DEVELOPMENT
All staff are required to participate fully in the college Learning & Development programmes
and have a responsibility to identify their own professional development needs in
conjunction with their line manager.
COMMITMENT TO SAFEGUARDING VULNERABLE GROUPS
The College is committed to safeguarding and the prevent duty. Ensuring safeguarding
arrangements to protect children, young people and vulnerable groups meet all statutory
and other government requirements, promote their welfare and prevent radicalisation and
extremism. The College expects all staff and volunteers to share this commitment.
COMMUNICATION AND WORKING RELATIONSHIPS
Internal Communication/Working Relationships
Liaison with:
Chief Executive officer
Director of Business Development
Principals of SSMS, PVC and TyneMet
Marketing
Design and Digital
Communications
International
Student Recruitment
Admissions
Academic staff
Stakeholders.
External Communication/Working Relationships
Liaison with:
Schools
Marine employers
Press
External bodies
Organisations
Agencies.
This is not an exhaustive list – it is for illustrative purposes only
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