Download Recruitment - Job Description Template

Job Title: Digital Marketing Manager
Contract Length: Permanent
Salary: £36,642 - £43,961 per annum
JOB DESCRIPTION
Accountable to: Head of Strategic Marketing &
Communications, Academic Enterprise
Hours per week/FTE: Full time
Weeks per year: 52
Grade: 5
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 which meets the needs of 67,000 students on short
courses as well as FE courses in colleges outside UAL. Its units are expected to have a combined turnover of
£30m in 2015/16 mostly from B2C activities. This post is part of a newly established strategic marketing team
supporting the range of business activities that make up the department.
This post will focus on digital marketing, e-commerce and CRM within AE and will lead and support business teams
to make best use of digital strategies, systems and resources in the context of the University’s broader Online
Estates Services (OESP), CRM and web development programmes. The postholder will work closely with three key
teams to ensure the best customer journey for all AE customers:
 The marketing and communication teams at the colleges to understand their needs for strategic guidance and
coordination in the area of digital marketing
 The UAL business process team to provide a co-ordinated and strategic approach to e-commerce and CRM
with the aim of increasing revenue and creative a positive experience for the customer.
 The UAL digital team to develop a web and e-commerce analytics reporting and analysis service and lead its
take-up among Academic Enterprise units to enable efficient deployment of marketing resources and business
growth.
Duties and Responsibilities
Strategic Digital Marketing
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Work closely with the colleges marketing team on multi-channel projects to ensure digital channel activity is
aligned to delivery business objectives
Propose paid and organic digital channels for demand generation purposes, such as affiliates, display
campaigns and paid search using these channels to drive incremental traffic and sales online.
Drive understanding in how SEO works with paid media to help to create a holistic marketing strategy to grow
revenue and improve ROI.
Work with internal stakeholders to define and implement the future digital acquisition strategy, ensuring that the
AE acquisition activity continues to evolve to hit business targets.
Work closely with the Head of Strategic Marketing & Communications and AE unit Directors and Business
Managers to ensure that appropriate qualitative and quantitative data is part of the strategic planning and
annual business development cycle.
Work with the Data Analyst to develop and analyse performance using web analytics data sources to produce
weekly KPIs on traffic to the website, site operations and conversion to sale.
E-Commerce and CRM
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Work with the Online Estates Services Programme project managers in the implementation of the new booking
system and e-commerce solution for Academic Enterprise.
Analyse the web and booking system performance to optimise use of our e-commerce systems including the
website, SEO, booking systems and use of digital marketing channels.
Work with the University’s CRM Managers to ensure that current and future CRMs support the needs of the
various Academic Enterprise units.
Lead the development of marketing automation within the e-commerce developments planned for Academic
Enterprise over the next two years including liaison with the appropriate teams across the University.
Maximise support for cross-selling and up-selling across Academic Enterprise through use of the CRMs
(currently Salesforce and Raiser’s Edge) while fully complying with all data protection legislation.
Ensure that AE teams are trained in the use the CRMs and that University’s user guides are amended for unit
use to support the commercially focused Academic Enterprise marketing activities.
Ensure best practice is followed in e-commerce marketing including integration with the CRM and to work with
central Finance and Legal Services to ensure that appropriate governance is in place for all e-commerce
marketing activities.
System developments
 Work with colleagues from IT, Finance, Planning and Marketing & Student Recruitment to ensure that new
system developments planned for the next two years for e-commerce, student records and the CRMs are
appropriate to Academic Enterprise. This will involve representing AE on various project boards and working
groups.
 Develop new CRM and analytics systems for new businesses which will be developed out of the University’s
new Enterprise Strategy & Plan.
Other
 To work closely with Legal Services to ensure that all AE activities comply with data protection legislation
including approving use of the CRM for various cross-departmental marketing activities.
 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 Head of Strategic Marketing and Communications
 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 including digital team
and CRM Manager
 Raiser’s Edge Manager in University Central Planning Unit
 UAL Online Estates Services Project team
 Business process and e-commerce team in Finance
External
 Consultants as appropriate
 E-commerce and other suppliers
Specific Management Responsibilities
Budgets: None
Staff: None
Other (e.g. accommodation; equipment): None
Signed
Date of last review
(Recruiting Manager)
Person Specification
Specialist Knowledge/
Qualifications
First degree
Project management qualification
Knowledge of SEO, pay per click and other digital
marketing channels.
Knowledge of CRM usage for B2C and/or B2B
environments
Knowledge of analytics for e-commerce and web in a B2C
environment (essential)
Knowledge of analytics in a B2B environment (desirable)
Google Adwords certified (desirable)
Relevant Experience
Ability to think strategically and to drive change and to
implement new ways of working within the AE marketing
teams
A strong background in acquisition marketing channels,
including Affiliates, Display, PPC and Online Partnerships;
either in a client or agency side role.
A clear understanding of the role SEO and content within
the overall marketing mix.
Ability to identify campaign weaknesses and opportunities
and implement strategies to optimise performance and
drive growth.
Good knowledge of digital marketing tools including
Google Analytics and data management solutions.
Experience in e-Commerce, digital marketing channels, eCommerce site merchandising.
Experience of identifying opportunities for improving the
customer experience and subsequently the growth in
sales.
Experience of developing CRMs for marketing purposes.
Knowledge of Salesforce and/or Raiser’s Edge (desirable)
Communication Skills
Leadership and Management
Communicates data and processes effectively orally and
in writing adapting the message for diverse audiences in
an inclusive and accessible way
Motivates and leads a team effectively, setting clear
objectives to manage distributed performance
Works well in cross-functional teams in a matrix structure
Professional Practice
Planning and managing resources
Committed to improving professional practice through
continuing professional development.
Plans, prioritises and manages resources effectively to
achieve long term objectives
Teamwork
Works collaboratively in a distributed team and across or
with different professional groups
Student experience or customer service
Committed to improving the customer journey and the
user experience.
Creativity, Innovation and Problem
Solving
Suggests practical solutions to new or unique 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