Purpose of Role
We are investing in our online provision to build on our track-record of delivering transformative education. The Marketing Manager plays a key role in this exciting work. You'll be working collaboratively as part of a dynamic team of passionate, mission-driven individuals across recruitment, marketing, digital education, partnerships, and project management.
The Marketing Manager (Heriot-Watt Online) holds responsibility and accountability for shaping and delivering effective marketing strategies and plans for Heriot-Watt Online, which will deliver against student recruitment objectives.
HWOL's programmes are global in nature, recruiting participants from across the world, meaning there is a strong focus on digital marketing and managing global campaigns. We compete with leading universities and business schools across the globe to reach this audience, and our marketing must be sufficiently creative, engaging and data driven to stand out from the crowd.
Key Duties & Responsibilities
The Marketing Manager will be allocated a portfolio of Heriot-Watt Online programmes, with responsibility and accountability for:
Planning, Insight and Strategy
1. Leading the planning, delivery and evaluation of data-driven multi-media marketing campaigns that support student recruitment and brand marketing objectives, including promotional activities across a wide range of channel mix including: PPC SEO, Website, Video, Content marketing via social media, blogs, PR and media relations, Events, Email marketing
2. Managing allocated budget and regularly conducting a thorough analysis of ROI to help inform spend and strategy for subsequent years
3. Creating and managing an annual marketing plan and set activities and targets aligned with the overall Heriot-Watt Online marketing strategy
4. Setting and monitoring KPIs, and providing regular progress reports to internal stakeholders
5. Acting as product expert
6. providing insights into student recruitment trends, key territory market behaviours, HE marketing practices and key competitor activities
7. Providing insight on student recruitment performance across markets and highlighting areas of change
8. Identifying and testing new marketing opportunities which are cost effective and manageable within available resource
9. Maintaining an awareness of the external context the HWU Online programmes operate in, providing insight on competitor activity and market trends to inform strategy
10. Proactively sharing insights and learnings within the HWU Online team and wider University to inform the strategy and execution of broader marketing activity
Stakeholder Management and Relationship Building
11. Managing the relationship with assigned marketing agencies and partners, acting as the main point of contact for the development and management of digital activity for reporting to key stakeholders
12. Representing Heriot-Watt Online at key stakeholder meetings, committees and academic platforms
13. Initiating and maintain strong relationships with colleagues within MRAC, taking a proactive approach to ensure activity is coordinated and opportunities for joint working are exploited
14. Building close working relationships with relevant academics to facilitate the development of effective marketing
15. Develop feedback loops and collaborate with the Student Recruitment and Prospect Experience and Conversion teams to ensure a coherent consumer journey and consistency in student facing communications and collateral
16. Work with the content marketing officer to design and execute organic and content marketing strategies
17. Have a working knowledge of SEO principles to inform organic marketing strategies
18. Develop clear and precise briefs to guide the development of collateral by external agencies and internal teams
Brand, Events and Digital Marketing
19. Proactively identifying new marketing channels to diversify the marketing strategy
20. Using a data-driven approach, undertaking targeting and segmentation of prospect audience
21. Promoting brand presence through social networking sites, online media and tools and providing analysis and intelligence on perception and impact to prospective students
22. Ensuring the Heriot-Watt and Edinburgh Business School brand identities and Heriot-Watt online messaging are conveyed effectively and consistently across all communications
23. Working closely with the Recruitment Team on guiding their tactics and activity plans
24. Organise and direct exciting innovative events (both on-campus and online) for prospective, current, and past HWU Online students as well as proposing new ideas to engage with our key segments and audiences.
25. Review and approve all marketing material to ensure they meet the required standards, and align with campaign goals, audience, and brand guidelines
26. Use Google Analytics to develop actionable insights to inform marketing strategies
Communications and Engagement
27. Establish a communications schedule, content plan, and engagement strategy for future, current and past learners in conjunction with the Content Marketing Officer
28. Develop an awareness of consumer personas to craft marketing messaging and guide communications and targeting strategies
29. Work within two CRM systems to create audience segments and deliver targeted and effective communications at various point in the consumer journey
30. Ensure ongoing compliance of all activity with internal and statutory requirements, including Heriot-Watt brand guidelines and GDPR
Essential & Desirable Criteria
Essential
31. Experience of planning and implementing targeted marketing and communications campaigns.
32. Proven experience of operating effectively at a managerial level in a marketing or student recruitment role.
33. Knowledge of current and upcoming digital marketing trends with experience of using digital channels to reach and connect with markets.
34. Experience of analysing data (both quantitative and qualitative) from a wide range of information sources and drawing up market intelligence reports and marketing and communications plans.
35. Relevant experience of digital analytics, coupled with experience of managing web optimisation projects.
36. Experience of working with external agencies and/or partners (e.g. Online Programme Managers)
37. Knowledge and experience of utilising CRM and CMS systems.
38. Extensive experience of copywriting and editing for different audiences/media and exceptional proof-reading skills.
39. Experience of budget management.
40. Working with international colleagues and clients, and understanding cultural variances and norms
Desirable
41. Experience and/or knowledge of the online education/edtech market
42. Significant working experience in a globally orientated marketing role
43. Professional Qualification or membership of Professional body e.g. CIM
44. Experience of video generation within a marketing context (including films and infographics)
45. Previous experience of brand development and/or brand management
46. Experience of designing and delivering events that contribute to the strategic goals of an organisation.