Download LC International Marketer JD

JOB DESCRIPTION
Job Title: International Marketer: Language Centre
Contract Length: Permanent
Salary: £33,090 - £40,638
Accountable to: International Marketing and Sales
Manager, Academic Enterprise
Hours per week/FTE: 35
Grade: 4
College/Service: Strategic Development / Academic
Location: Richbell Place, London
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 which meets the needs of 67,000 students on short
courses as well as FE courses in colleges outside UAL; as well as delivering a wide range of relationships with
business which benefit the academic life of the University and its colleges. AE units are expected to have a
combined turnover of £31m in 2015/16 from B2C and B2B activities.
This post will be part of the new strategic marketing and communications team and will focus on the marketing and
sales of our Language Centre courses in academic and general English as well as English Plus and pre-sessional
courses. The postholder will engage with our network of existing agents ensuring account management to
maximise sales and will add to our network in new territories as appropriate. This will involve independent
international travel including to agent fairs. The Language Centre has a growing focus on direct sales to students
and the postholder will work with the digital and commincations teams to ensure that online and offline marketing is
as effective as possible.
Duties and Responsibilities
Agent relationships
 Work in demand generation and marketing planning activities under the guidance of International Marketing
and Sales Manager and the Head of Strategic Marketing & Communications including keeping agent database
up to date
 Manage existing Language Centre agent relationships in selected markets to maximise our cooperation
 Recruit new Language Centre agents in selected markets and develop successful business relationships with
them. Work includes negotiating terms and conditions, financial marketing contributions and joint promotional
activities and ensuring that all agent relationships are contracted in accordance with the UAL Contracts
Protocol.
 Represent the Language Centre and other parts of Academic Enterprise at fairs, exhibitions and workshops in
the UK and overseas, to promote our courses to existing and prospective agents and students
 Travel overseas as needed (to Europe, Asia, Middle East, Central and South America) for up to two weeks at a
time for around 10 weeks per year.
 Visit agents offices in the UK and overseas to help develop our relationship with them, including giving
presentations and training to staff face to face and online through Skype or webinars.
Marketing to support direct sales
 Work with the Digital Marketing Manager and the AE communications team to ensure that the Language Centre
webpages are up-to-date and that social media campaigns are developed to support sales.
 Ensure maximisation of sales from direct students by:
o Developing tools to capture data for CRM purposes
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Write and coordinate e-mailshot campaigns
Converting potential students to enrolled students through enquiry management and delivery of
appropriate online and offline marketing material.
Contacting schools and universities all over the world to create interest in our programmes whilst being
sensitive to the agent-led culture of this industry
Working with external organisations, such as Hotcourses, at their events to sell to the UK-based market
Working with members of the administration team to run regular student focus groups and report
findings
Creating and coordinating a Language Centre alumni group to encourage repeat business
General Marketing Activities
 Assist and lead on long-term research projects to improve recruitment to the Language Centre
 Be responsible for editing and producing the Language Centre printed marketing materials
 Work with the AE Data Analyst to ensure appropriate data is collected and collated and write regular reports for
the Language Centre and the wider Academic Enterprise department
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:
Internal
 International Marketing and Sales Manager, Business Development Manager, Language Centre Business
Manager, Communications Manager, Head of Strategic Marketing and Communication, Language Centre
team, Language Centre students, Language Centre agents, other AE marketing managers and coordinators
External
 Agent network
 Prospective Language Centre and short course students and their families
Specific Management Responsibilities
Budgets: n/a
Staff: Joint line-management of Groups Coordinator, Language Centre
Other (e.g. accommodation; equipment):
Signed
Date of last review
(Recruiting Manager)
Job Title: International Marketer
Grade:
4
Person Specification
Specialist Knowledge/ Qualifications
First degree or equivalent
Professional marketing qualification or willingness
to obtain one
The ELT industry in the UK
A foreign language (desirable)
Relevant Experience
Commercial sales and marketing experience in the
ELT industry
Experience in an international environment
Experience of independent business travel
Account management experience including an ability to
create rapport and develop strong business relationships
with agents, colleagues, suppliers and competitors
Communication Skills
Leadership and Management
Communicates effectively orally, in writing and/or using
visual media.
Involvement in internal or external networks to pursue a
shared interest and contribute to building and
strengthening working relationships, sharing information
and ideas to help others develop their practice/area of
work.
Planning and Managing Resources
Plans, prioritises and organises work to achieve
objectives on time
Teamwork
Works collaboratively in a team and where appropriate
across or with different professional groups.
Student Experience or Customer
Service
Builds and maintains positive relationships with students
or customers
Creativity, Innovation and Problem
Solving
Uses initiative or creativity to resolve problems
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: September 2016