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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 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 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