Content, Communications and Media:

• Oversee the development of high-quality multi-media promotional and publicity materials and communications content related to UG and PG student recruitment, liaising closely with internal stakeholders and delivery partners within Marketing and Communications.
• Oversee the maintenance and enhancement of the institution's presence on third-party media platforms targeted at UG and PG applicants and prospective students, ensuring that return on investment is measured and strategies refined as necessary.

AI and Marketing Innovation:

• Use AI tools and emerging marketing technologies to improve campaign effectiveness, content creation, audience targeting, and operational efficiency.
• Identify and implement innovative approaches to enhance student engagement and recruitment outcomes.
• Ensure the appropriate and responsible use of AI within marketing activities.

CRM and Marketing Automation:

• Oversee the delivery of a sector-leading applicant communications experience through the effective use of Applicant CRM systems and tools, including the development and delivery of a roadmap to enhance system functionality and associated working practice.
• Develop and manage automated marketing journeys to nurture prospective students.
• Work with CRM and digital platforms to improve communication effectiveness and conversion rates.

Digital Performance Marketing:

• Lead performance marketing activities across paid search, social media, display advertising, and other digital channels.
• Monitor and optimise campaign performance through data analysis and ongoing testing.

Student Journey and Customer Experience:

• Map and continuously improve the prospective student journey across all touchpoints.
• Ensure marketing communications are personalised, relevant, and aligned with audience needs.

Market Research, Data Analytics and Reporting:

• Specify and/or manage market research and analysis relating to undergraduate and postgraduate recruitment activities.
• Use data, market intelligence, and campaign analytics to inform marketing decisions.
• Produce regular performance reports and dashboards, making recommendations for continuous improvement.

Website and Content Performance:

• Oversee website content and user experience to support recruitment.
• Work with internal teams to improve SEO, website engagement, and lead generation.

Brand Management:

• Protect and strengthen the College brand across all marketing channels and communications.
• Ensure brand consistency and quality across all recruitment and promotional activities.

Staff Management Responsibility:

• CRM Manager
• Marketing Manager, Paid Media/Agency
• Marketing Manager, Market Insights
• Marketing Manager, Owned Channels
• Marketing Team

Special Conditions:

• You will from time to time be required to undertake other duties of a similar nature as reasonably required by your line manager.
• You may on occasion be required to travel (including internationally) to support recruitment-focused events and related activities, which may take place outside the normal working week. This may include supporting key recruitment activities (such as Open Days), for which TOIL would be provided where contracted working hours are exceeded, to be taken with agreement of your line manager.

Person Specification

Education, Experience & Personal Qualities

Essential

Academic Qualifications:

• Education to degree level or equivalent with substantial experience, or a graduate with proven relevant experience, and Chartered Institute of Marketing (CIM) or similar qualification and equivalent experiential learning/work experience.

Experience:

• An excellent track record of achievement in a senior marketing and communications role.
• A good understanding of the full range of relevant communications channels, including demonstrable experience of managing effective use of digital communications media.
• A successful track record of planning and implementing significant marketing and communications activities.
• Proven ability to manage a diverse portfolio of work in a multi-stakeholder environment.
• Significant experience of working in a student recruitment and marketing environment in Higher Education.
• Experience of using a customer relationship management system/techniques to enhance marketing and communications activity.
• Experience of preparing formal written reports and presentations for a range of audiences including senior management.
• Experience of managing priorities, processes, and procedures in a complex multi-stakeholder environment.
• Experience managing multi-channel digital marketing campaigns.
• Experience using CRM and marketing automation platforms.
• Experience analysing marketing performance data and producing actionable insights.
• Experience managing external suppliers.
• Experience of content marketing, social media, and digital advertising.

Skills and Abilities:

• Ability to think strategically and develop and implement effective communications strategies and plans.
• Able to develop and maintain effective, trust-based working relationships with academic and other colleagues based on mutual understanding and respect.
• Ability to analyse and present complex data and concepts clearly and concisely.
• Proven ability to work effectively across organisational boundaries.
• Effective communication, presentation, and influencing skills.
• IT literate, including proficient use of MS Office.
• Strong digital marketing and performance marketing skills.
• Knowledge of AI tools and emerging marketing technologies.
• Marketing automation.
• Data analysis and reporting.
• SEO and content marketing knowledge.
• Budget and ROI management.
• Project management and campaign delivery.

Attributes:

• Proven personal leadership qualities including self-motivation and the ability to motivate high performance in others and to develop staff.
• Adaptable.
• Ability to develop networks and manage conflicting priorities for self and others.
• Ability to think creatively with originality and insight.
• Customer focused, resilient, and determined.
• Flexible and able to cope with competing demands.
• Diplomatic and willing and able to negotiate to achieve win-win / mutually desired outcomes.

Desirable

Qualifications:

• Postgraduate level qualification or equivalent.

Compliance Statement

Successful applicants will be required to complete pre-employment checks, including a criminal records check, two references, ID and Right to Work verification, and education confirmation. We are an equal opportunity employer and value diversity and inclusion, selection for employment is based solely on an individual’s skills, qualifications, and experience relevant to the role.

Version History

Note: This job description is subject to change as necessary to meet the evolving needs of the institution.