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.
Key Duties & Responsibilities
* Planning, Insight and Strategy – Lead 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.
* Managing allocated budget and regularly conducting a thorough analysis of ROI to inform spend and strategy.
* Creating and managing an annual marketing plan and set activities and targets aligned with the overall Heriot‑Watt Online marketing strategy.
* Setting and monitoring KPIs, and providing regular progress reports to internal stakeholders.
* Acting as product expert and providing insights into student recruitment trends, key territory market behaviours, HE marketing practices and key competitor activities.
* Providing insight on student recruitment performance across markets and highlighting areas of change.
* Identifying and testing new marketing opportunities which are cost effective and manageable within available resource.
* Maintaining an awareness of the external context the HWU Online programmes operate in, providing insight on competitor activity and market trends to inform strategy.
* 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
* 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.
* Representing Heriot‑Watt Online at key stakeholder meetings, committees and academic platforms.
* Initiating and maintaining strong relationships with colleagues within MRAC, taking a proactive approach to ensure activity is coordinated and opportunities for joint working are exploited.
* Building close working relationships with relevant academics to facilitate the development of effective marketing.
* 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.
* Work with the content marketing officer to design and execute organic and content marketing strategies.
* Have a working knowledge of SEO principles to inform organic marketing strategies.
* Develop clear and precise briefs to guide the development of collateral by external agencies and internal teams.
Brand, Events and Digital Marketing
* Proactively identifying new marketing channels to diversify the marketing strategy.
* Using a data‑driven approach, undertaking targeting and segmentation of prospect audience.
* Promoting brand presence through social networking sites, online media and tools and providing analysis and intelligence on perception and impact to prospective students.
* Ensuring the Heriot‑Watt and Edinburgh Business School brand identities and Heriot‑Watt online messaging are conveyed effectively and consistently across all communications.
* Working closely with the Recruitment Team on guiding their tactics and activity plans.
* Organise and direct exciting innovative events (both on‑campus and online) for prospective, current and past HWU Online students and propose new ideas to engage with key segments and audiences.
* Review and approve all marketing material to ensure they meet the required standards, and align with campaign goals, audience, and brand guidelines.
* Use Google Analytics to develop actionable insights to inform marketing strategies.
Communications and Engagement
* Establish a communications schedule, content plan, and engagement strategy for future, current and past learners in conjunction with the Content Marketing Officer.
* Develop an awareness of consumer personas to craft marketing messaging and guide communications and targeting strategies.
* Work within two CRM systems to create audience segments and deliver targeted and effective communications at various points in the consumer journey.
* Ensure ongoing compliance of all activity with internal and statutory requirements, including Heriot‑Watt brand guidelines and GDPR.
Essential Criteria
* Experience of planning and implementing targeted marketing and communications campaigns.
* Proven experience of operating effectively at a managerial level in a marketing or student recruitment role.
* Knowledge of current and upcoming digital marketing trends with experience of using digital channels to reach and connect with markets.
* 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.
* Relevant experience of digital analytics, coupled with experience of managing web optimisation projects.
* Experience of working with external agencies and/or partners (e.g. Online Programme Managers).
* Knowledge and experience of utilising CRM and CMS systems.
* Extensive experience of copywriting and editing for different audiences/media and exceptional proofreading skills.
* Experience of budget management.
* Working with international colleagues and clients, and understanding cultural variances and norms.
Desirable Criteria
* Experience and/or knowledge of the online education/edtech market.
* Significant working experience in a globally orientated marketing role.
* Professional qualification or membership of a professional body e.g. CIM.
* Experience of video generation within a marketing context (including films and infographics).
* Previous experience of brand development and/or brand management.
* Experience of designing and delivering events that contribute to the strategic goals of an organisation.
How to Apply
Applications can be submitted up to midnight (UK time) on Wednesday 3rd December 2025. Please submit your CV & covering letter via the Heriot‑Watt online recruitment portal. Interviews are anticipated to take place the week commencing 08 December 2025. We welcome and will consider flexible working patterns e.g., part‑time working and job share options.
Equality and Diversity
Heriot‑Watt University is committed to securing equality of opportunity in employment and to the creation of an environment in which individuals are selected, trained, promoted, appraised, and otherwise treated on the sole basis of their relevant merits and abilities. Equality and diversity are all about maximising potential and creating a culture of inclusion for all. Heriot‑Watt University values diversity across our university community and welcomes applications from all sectors of society, particularly from underrepresented groups.
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