Summary
The Marketing Officer plays a pivotal role in driving student recruitment and enhancing the University’s reputation. Working with colleagues across the University, the post holder is responsible for the planning, coordination and delivery of marketing activity.
The post holder will support the delivery of creative, cross-channel ,data-informed marketing campaigns, helping the University to build a high quality and diverse student population, and achieve its growth ambitions for 2030 and beyond.
The post holder will build and maintain effective relationships and work collaboratively with key internal stakeholders, including across Marketing, Student Recruitment, Admissions, Colleges, and Professional Services.
Main Duties
1. Deliver a wide range of innovative, cross-channel marketing activities and campaigns to help meet recruitment targets across all markets including managing budgets and monitoring performance
2. Work closely with colleagues across student recruitment, marketing, admissions, Colleges, the wider External Relations division, and across the institution to ensure a coordinated and unified approach to meeting student recruitment targets
3. The role requires flexibility, with a focus that may shift across key areas well as across different products and audience groups, in response to strategic priorities
Content strategy and storytelling
4. Develop innovative campaign ideas
5. Create high-quality, compelling content across all channels for a variety of products and audiences and ensuring appropriate tone of voice and branding that aligns with the University’s Global Top 50 ambitions
6. Manage the development of marketing campaigns and collateral working with internal and external partners as required
7. Manage student teams whose role is to produce authentic content, engage with prospective students and manage peer-to-peer platforms
Lead generation, conversion and retention
8. Support cross-institutional student recruitment campaigns to achieve measurable outcomes
9. Contribute to the University’s CRM strategy and communications plans and use CRM systems to deliver targeted, timely communications across the prospective student lifecycle
10. Support the development and delivery of social media strategies and content, managing channels where required
11. Develop and maintain web content, including plans to continually improve digital content across all channels
Market insight and evaluation
12. Contribute to market analysis and provide recommendations
13. Monitor and regularly evaluate performance against targets and drive innovation in student recruitment marketing
Leadership and management
14. Where relevant, hold line management responsibility for staff, ensuring effective workload planning, clear objectives, and professional development to drive high performance
15. Coordinate and support student content teams
16. Deputise in a leadership capacity as required
General duties
17. Act as brand champion, representing and promoting the University’s values and identity in all interactions, and advise on marketing best practice
18. Provide additional support to a range of marketing and recruitment activities, events, campaigns as specified by Marketing team, and any other duties as commensurate with the grade
19. Willing to work occasional evenings, weekends, and travel as needed to support marketing and recruitment activities
20. Promote a supportive and inclusive team culture - working with discretion, demonstrate diplomacy, maintain confidentiality and ensure compliance with GDPR, CMA and other regulations as required
21. Promotes equality and values diversity, acting as a role model and fostering an inclusive working culture
22. Supports the University’s sustainability agenda through resource efficient working
Required Knowledge, Skills, Qualifications, Experience
23. Educated to degree level (or equivalent qualifications) in marketing or a closely related field and a desire to develop your career in this area - where no equivalent qualification is held, significant practical relevant experience and expertise in a similar role will be required
24. Excellent communication skills, with demonstrable copywriting experience for a breadth of audiences, ensuring accessibility for all
25. A thorough understanding of Customer Relationship Management (CRM), and experience of using a CRM system. A working knowledge of Microsoft Dynamics CRM is desirable
26. Experience of using web Content Management Systems (CMS) to develop and deliver web content, including a good understanding of recognised web standards
27. Digitally literate, with confidence and competence in the use of database systems, electronic communication and social media channels
28. Project management experience, and knowledge of running and managing campaigns
29. Creative problem solver with a proactive and resilient approach
30. Proven experience in managing relationships with the ability to influence and collaborate with colleagues at all levels, across teams, and with agencies and external partners
31. Highly organised with strong administrative skills and attention to detail under tight deadlines
32. Experience monitoring of budgets
33. Ability to analyse and interpret information and data, making recommendations
34. Ability to work flexibly and effectively both in a team and independently, managing multiple priorities
35. Good working knowledge of standard Microsoft Office software
Other requirements
36. Commitment to demonstrating behaviours aligned with the University and External Relations framework.
37. Willingness to travel and work flexibly including occasional evenings and weekends.
38. Promote a supportive and inclusive team culture working with discretion, demonstrate diplomacy, maintain confidentiality and ensure compliance with GDPR and other regulations as required.
39. Knowledge of the protected characteristics of the Equality Act 2010, and how to actively ensure in day to day activity in own area that those with protected characteristics are treated equally and fairly.