Head of Marketing

3881

Academic Development and Services
Student Marketing and Recruitment
UAL - High Holborn, London UK
Grade 6
44,708 - 53,865

Fixed Term - 9 months (with the possibility of extension to 12 months)

Full time - 35 hours per week

12 January 2018 23:55

2018-01-24T00:00:00

The opportunity

With direction from the Deputy Director and Director of Student Marketing and Recruitment (SM&R), to manage the development and implementation of the University’s marketing strategies for student recruitment across its UK, EU and international markets, supporting market diversification objectives and ensuring that subject-focused promotion and new course developments are informed by market intelligence and analysis.


A key element of the role will be working with the student recruitment team to produce and deliver coordinated, data-led market plans which support diversification through a focus on target markets, achieved through effective management of a multi-disciplinary team which includes marketing, market research and customer relationship management (CRM) professionals.

 

The post-holder will take a lead on identifying market opportunities and trends through the analysis of internal and external market intelligence and data, and will promote the use of innovative and relevant marketing activities to support the recruitment of high quality students, across variable levels of demand, at all levels of study and across all subjects in the University portfolio.

 

Working collaboratively with colleagues across SM&R, Colleges and other business units, they will also play a key part in achieving a first class student experience from enquiry through to enrolment, working to promote the delivery of high levels of customer service and the use of appropriate technologies, systems and processes to convert prospective enquirers to applicants and enrolments.

 

The role includes responsibility for supporting significant cross-departmental projects to support recruitment strategies e.g. the implementation of a new CRM approach for student recruitment, delivered as part of the University’s student system replacement project.

 Key duties and responsibilities

  • Work with colleagues and teams across SM&R to support market diversification through the development of activity plans targeting priority markets in the University’s UK, EU and international market segments. Lead the contribution of the marketing team to these plans, ensuring that expertise in digital and traditional marketing strategies and activities are fed into market planning, and that this supports and complements other elements of activity plans e.g. agent recruitment, events, feeder institution liaison and alumni engagement.  
  • Take a lead on identifying market opportunities and trends through the analysis of internal and external data on market and subject demand and competitor performance, using this intelligence to implement marketing activities which support the recruitment of high quality students at all levels of study and across all subjects. This will include the targeting of subjects with lower demand to existing and new markets to support stable patterns of recruitment across the UAL portfolio. 
  • Work with colleagues in SM&R, Admissions, other business units and UAL Colleges to support the delivery of a first class student experience from enquiry through to enrolment, working to continually improve standards of customer service and the use of appropriate technologies, systems and processes to convert prospective enquirers to applicants and enrolments. Take a lead on good practice in relation to recruitment and enrolment management, working with colleagues with expertise in CRM and content development on projects such as process mapping of enquiry to enrolment touchpoints and the overlay of relevant and timely communications across the recruitment and admissions cycle.
  • Take a lead role in the development of a UAL’s approach to student recruitment CRM (through the connected Student Systems Replacement Project), supporting its implementation in the capacity of Workstream Lead. 



About you

Strong leadership and management skills are required to allow the post-holder to lead a multidisciplinary, highly collaborative team. The role also demands exceptional interpersonal skills including the ability to develop strong working relationships, communicate effectively across a diverse set of audiences, and negotiate and influence important internal and external stakeholders. The post-holder will be knowledgeable about and interested in the domestic and global student recruitment market, experienced in managing multi-channel marketing campaigns targeting B2B and B2C audiences, and be able to think strategically in terms of developing the University’s key recruitment markets.  They will be collaborative, flexible and target-driven and able to take on a key role within an integrated and aspirational Student Marketing and Recruitment department.


Person specification

Specialist knowledge/qualifications:

Educated to degree level or equivalent in an appropriate discipline, preferably with or working towards a professional marketing qualification such as a Chartered Institute of Marketing Diploma. 

Relevant Experience

At least two solid years’ experience working in a marketing position that has required a knowledge of both traditional and digital marketing principles and techniques.

Experience of working in the higher education sector is desirable.

Proven experience of marketing strategy development translated into operational plans for direct customer acquisition. 

An in-depth understanding of marketing practices and theories including areas of specialism in the fields of CRM and market research.

Experience of website Content Management Systems (CMS) and practices for Search Engine Optimisation (SEO).

Experience of managing the creation of marketing collateral and content assets (both in print and digital formats) that support marketing acquisition campaigns.

Ability to monitor, interpret and report on data and metrics for marketing campaign evaluation.

A record of success in timely and effective project management.

Experience of managing budgets and assessing return on investment in relation to marketing activity.

Experience of building effective internal working relationships across all levels of seniority and functions.

Experience of using negotiation and influencing skills to operate with and across a diverse range of external and internal stakeholders, to achieve desired results.

Experience of managing a small team and/or coaching or mentoring staff. 

This opportunity is closed to applications.