Download Brand and Marketing Lead - Cambridge Core JD

JOB DESCRIPTION
Job Title
Brand and Marketing Lead – Cambridge Core
Job Holder
Click here to enter text.
Reports to
Senior Library Marketing Manager
Date
11th January 2017
1. Job Purpose
To be the global marketing and communications executive for Cambridge's most
important content platform; Cambridge Core. This role will be strategic in nature due to
its focus on the communications roadmap and the identification of appropriate external
channels with the aim of increasing our user database and driving usage, but will also
require the candidate to take a hands-on approach by executing a range of marketing
activities. The primary audience will be readers, librarians, researchers, administrators,
stakeholders and partners
2. Dimensions
Financial:
Management of Cambridge Core marketing budget of £50,000 per year.
Staff:
None
Other:
Over 400 journals and over 32,000 ebooks are hosted on Cambridge
Core. Management of marketing and communications for the
Membership Services platform, and other platforms as required.
3. Principal Accountabilities
Strategy
Setting strategy for marketing Cambridge Core globally,
encompassing marketing executed both by the role holder and by
marketing colleagues globally.
Internal Marketing
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Maintain close links with the Cambridge Core development team.
Create and manage internal platform communications in line with the
Cambridge Core development cycle – to include planning, budgeting,
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execution and management of all internal messaging, promotion and
marketing.
Be the primary point of contact for marketing and editorial for queries
relating to current platform capabilities
Disseminate new platform features and functionality, ensuring the
benefits of these are clear to both the user and other relevant
personas. Add applicable features to a comprehensive benefits guide
with the aim of helping editorial with the writing of tenders.
Provide marketing team with tools to promote the new functionality
appropriately.
Act as the brand guardian for Cambridge Core, helping to ensure that
colleagues are equipped to be advocates for Cambridge Core and that
the brand vision is not compromised both internally via the approval
of tenders etc, and through external communications channels.
Present platform updates at key internal events (Sales Conference,
Library Panel Conference, Marketing Show & Tell sessions, etc.)
Assist with market research for platform brands where required
Own the Cambridge Core CMS to ensure that specific access and
training are given to marketing and editorial colleagues as required.
External Marketing
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Plan, cost and execute all external platform marketing activity for the
financial year ahead, based on agreed budgets.
Plan, create and deliver a comprehensive suite of marketing materials
– user guides, brochures, flyers, giveaways, annual reports, user
guides, videos, etc. and measure their effectiveness
Study web analytics and usage of the platform to correlate marketing
activity with peaks in traffic/increased usage
Coordinate PR support for Cambridge Core features and technology
when required.
Actively engage in future development of marketing methods, to
continuously assess and evaluate activity to inform and develop
platform marketing.
Account manage any branding agency work if required.
Identify opportunities to both promote the platforms and represent
the platforms at industry events, showcasing new features
and functionality and aiding sales.
Keep abreast of academic platform industry trends, such that the
academic platforms remain competitive. Discuss these
opportunities with the Cambridge Core team
Present on Cambridge Core at industry events as necessary.
Driving marketing focussed development work
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Help to spec and support the development of functionality required by
the marketing department and support its progress through the
development prioritisation process (e.g. book chapter offer codes,
Core CMS permissions structure, etc.)
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Continue to manage application of all subsequent digital sub-brands
to be hosted on the new platform. e.g. CLR.
Assist in briefing and coordinating sub-branding of additional online
products, e.g. Elements.
Additional Duties
To carry out any other duties which may be reasonably expected of you by your immediate
manager or a senior director.
Press Policies and Procedures
To abide by all Press policies and procedures, as detailed in your contract of employment and
the Staff Handbook, e.g. Code of ethics, anti-bribery and corruption, Health and Safety, e-mail
and Internet use and standards of behaviour.
4. Context
(a) Operating Environment:
This is a unique role within institutional
marketing. The role takes sole responsibility
for the marketing of Cambridge Core and
other academic web platforms and their
functionality. These web platforms are key
to the academic publishing business, as they
host all academic journals content and over
32,000 ebooks, plus numerous other online
products.
(b) Framework & Boundaries:
Changes to web platforms impact directly on
the role, as do structural changes within the
academic publishing business. For example the
convergence of books and journals publishing
and the creation of a new integrated platform,
Cambridge Core, caused the necessary
expansion of the remit of the platform
marketing role.
(c) Organisation:
There are no line reports.
5. Relationships
(a) Subordinates:
None
(b) Superior(s):
The role holder is managed by the Senior
Library Marketing Manager. Fortnightly catchup meetings are held and the manager is
approached for discussion and guidance.
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(c) Other Contacts:
Regular communication with senior
stakeholders for Cambridge Core, including
academic board directors.
Regular contact with suppliers, including
design, marketing, advertising and web
development agencies.
Within the company
Outside the company
6. Knowledge and Experience
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Experience of marketing and promotion
Experience of working in the digital sector – strong understanding of
web design, development, digital marketing, technology, mobile, and
online systems
Commercial awareness to match a competitive and fast-changing
marketplace
Understanding of the role and purpose of suppliers within the digital
sector – to be applied when engaging with web and print design, web
development, brand, and user-experience agencies
Experience of working with a diverse range of people, across
numerous departments / disciplines / levels of seniority, both
internally and externally
Ability to take sole responsibility for large activities
Ability to manage and meet multiple deadlines across projects, and
manage activities and expectations of both external clients and
internal staff
Knowledge of online publishing and the academic business model, and
a strong understanding of how this relates to digital strategy
Knowledge of, and experience working with, social media and blogs
Strong copywriting, copyediting and proofreading skills
Educated to degree level
Experience of working in a marketing or advertising agency would be
advantageous but not essential
7. Job Challenge(s):
Professional approach needed in order to work successfully with senior
management stakeholders. Strong time management and multi-tasking skills
needed to manage the high-pressure nature of the work on Cambridge Core – a
key delivery mechanism for the ongoing success of academic publishing at the
Press.
8. Additional Information:
The role holder must interact with all workstreams, stakeholders and
external agencies concerned with Cambridge Core.
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9. Sign Off
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Manager Click here to enter text.
Date
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