Download Marketing Manager

Marketing Manager
JOB DESCRIPTION
Job Title:
Marketing Manager
Grade:
SG7
Professional Services
Directorate:
Communications and Recruitment
Effective date of job
description
April 2016
Directorate section
Marketing Communications
Role reports to:
Head of Marketing Communications (SG10)
Direct Reports
None
Indirect Reports:
None
This role profile is non-contractual and provided for guidance. It will be updated and amended from time to time
in accordance with the changing needs of the University and the requirements of the job.
PURPOSE OF ROLE:
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Lead on the planning development and implementation of integrated marketing activities to raise
stakeholder awareness across relevant external channels
Support the Head of Marketing Communications in commissioning external design and advertising
agencies
Liaise with Faculty and Directorate marketing representatives to facilitate integrated marketing activities
Be part of the bringing together of all the brand marketing communications (messaging, market and
customer insights, customer satisfaction, content, events, all media and channels).
Publish information through all mediums and channels (e.g. digital, film, video, imaging, print media).
The Marketing Communications Team has to have a robust working knowledge of how to reach and
engage audiences and how to use insight to drive performance improvements.
Raise brand awareness, direct response, lead generation, conversion and student and stakeholder
satisfaction.
Giving the institution a believable and quality brand identity and personality.
KEY ACCOUNTABILITIES:
Team Specific:
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Bring together all the marketing elements (messaging, customer insights, potential designs from the
Content Team and audiences)
Raise brand awareness, direct response, lead generation and customer engagement.
Persuade and influence audiences to change decision behaviour through effective use of targeted
marketing
Self:
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Must possess a good understanding as to how effective marketing works across different channels and
audiences.
Must be able to demonstrate ability to have successfully targeted internal and external
audiences/stakeholders
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Must understand the various disciplines which make up the Marketing Communications Team (Content
Team; Marketing Team; Events Management)
Assist the Head of Marketing Communications in the development of the marketing element of the
Marketing Communications Strategy for the institution which forms part of the Communication and
Recruitment Strategy
Working together with the other Marketing Manager and Faculty contacts, lead on the delivery of the
marketing strategy across the institution
Planning and implementing marketing campaigns by taking briefs from internal clients and turn these
into dynamic customer marketing communication
Manage lead generation campaigns measuring results to inform improvement
Commission campaign elements through the supplier framework working for improved SLA
Brand style: ensure marketing messages promote the brand reputation.
Be able to demonstrate effective and productive relationship management skills with
customers/stakeholders across the institution’s community
Generic:
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Must be willing to embrace the shared values and required behaviours of the Communications and
Recruitment Directorate staff (Aspiration; Confidence; Creativity; Professionalism and Responsibility)
Must have effective communication skills both verbal and written to ensure that effective partnerships
are forged and maintained using appropriate communication which is understood by all parties
Must be competent and comfortable in selling marketing concepts to customers/stakeholders
Must have appropriate project management skills gained through practical application and experience
Must be able to challenge and resolve issues as they arise e.g. timing issues across various work
packages requested – ensuring a pragmatic solution can be reached at all times
Managing Self
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Maintain a professional approach at all times through the application of effective relevant skills
Manage work effectively and deliver under pressure
Working with other staff effectively to help maximise their performance by working as one team
Ensure the Head of Marketing Communications is updated regularly as agreed on progress against
marketing projects and programmes
Core Requirements
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Commitment to key strategic priorities of the Directorate and the University
Willingness and ability to travel to work place locations within the UK and overseas
Adhere to and promote the University’s Equality and Diversity policies
Ensure compliance with Health & Safety regulations
Support and promote the University’s Sustainability policies, including the Carbon Management
Plan, and carry out duties in a resource efficient way, recognising the shared responsibility
of minimising the university's negative environmental impacts wherever possible.
Willingness to deliver against any reasonable work-related request
KEY PERFORMANCE INDICATORS:
The Marketing Communication KPIs are:
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Raise brand awareness
Raise direct response, lead generation and conversion
Raise student engagement levels
Raise student satisfaction
Raise stakeholder engagement and the value of the department to the institution and its audience
Everyone contributes to these KPIs to help realise the brand and the corporate strategy
KEY RELATIONSHIPS (Internal & External):
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Director of Communications and Recruitment
Other Divisions within the Communications and Recruitment Directorate
Other colleagues in the directorate
Chief Operating Officer
Faculty PVCs and FOOs
Directors of Professional Services
Heads of Departments
Colleagues within faculties with marketing responsibilities
Suppliers (campaign, media, research, etc)
PERSON SPECIFICATION
Essential
Desirable
Experience
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Experience of consumer marketing and
campaign management
Experience of campaign planning and
developing measurement systems to analyse
effectiveness
Experience of commissioning of marketing
elements from external agencies
Skills
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Delivery of consumer marketing or Higher
Education institution
Skills
Qualifications
Good team working skills.
Excellent organisational skills.
Good project management skills to plan and
organise resources appropriately.
Ability to work accurately and effectively under
pressure.
Good presentation skills.
Creative, proactive and at ease being
empowered.
Qualifications
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Experience
Degree or equivalent marketing experience
Date HERA procedure completed: 13 April 2016.
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Masters in Marketing or equivalent
qualification
Professional membership of CIM