University of Aberdeen Appointment Director of Marketing & Student Recruitment

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1 University of Aberdeen Appointment Director of Marketing & Student Recruitment Appointment Brief February 2019

2 UNIVERSITY OF ABERDEEN Open to all and dedicated to the pursuit of truth in the service of others Founded in 1495 by William Elphinstone, Bishop of Aberdeen and Chancellor of Scotland, we are Scotland's third oldest and the UK's fifth oldest university. We remain true to Elphinstone s guiding principle of a university that is open to all and dedicated to the pursuit of truth in the service of others. Named as the Scottish University of the Year in the Times and Sunday Times Good University Guide 2019 and awarded the Queen s Anniversary Prize for Higher and Further Education 2017 in recognition of our world-leading research into health economics and health services over the last forty years, we are committed to building further on our history and international reputation for teaching and research excellence. Our research is at the forefront of addressing a number of challenges facing the world today, from healthcare research, to countering the obesity epidemic, meeting global food challenges and tackling climate change. We continue to innovate in pursuit of excellence in learning and teaching, ensuring that our students who will shape our society in the future are supported to reach their full potential. Among the many pioneers who have been associated with the University of Aberdeen are five Nobel Laureates, with our alumni making major contributions to many fields, including science, the arts, medical research, business and politics. We are proud to be at the forefront of innovations in teaching, learning and research and are committed to continuing our programme of Digital Transformation, which includes the continuous implementation of new technologies, greater accessibility of information, simplified business processes and enhanced training and development for students and staff.

3 KEY FACTS In looking to our future and in developing our new Strategic Plan we will build upon our strong foundations of high quality teaching and research. Our strong performance across a number of areas has contributed to our continuing rise in league table rankings: Times Higher Education World University Rankings (THE) We rose 27 places and are now ranked at 158-3rd in Scotland and 22nd in the UK. Times & Sunday Times Good University Guide We were recently named as Scottish University of the Year for 2019 in the Times and Sunday Times Good University Guide. We displayed a strong performance across several key indicators, resulting in a rise of 14 places from 40th to 26th in the UK the biggest move by a university that appeared in the previous year s top 40 and the third successive year in which we rose in the rankings. This earned us a place on the shortlist for UK University of the Year. Complete University Guide We rose from 40th to 28th in the UK, the biggest rise of any of last year s top 50 universities and in so doing, entered the top 30 of the main league table for the first time. We rose from 7th to 4th place in Scotland, with six subjects being ranked amongst the top ten in the UK. National Student Survey (NSS) The National Student Survey (NSS) is an annual survey of nearly half a million UK students, with institutions scored across a range of criteria, including teaching, assessment, feedback, and communication. We consistently rank highly in the NSS, with our overall student satisfaction currently rated at 86.4%. Research Excellence Framework Preparations for the Research Excellence Framework (REF) exercise in 2021 are well underway. Our REF results in 2014 returned a strong performance, with 76% of assessed research judged as world-leading or internationally excellent. With respect to the impact of this research, 85% was judged to be world-leading or internationally excellent.

4 PROFESSIONAL SERVICES The overall structure for Professional Services has recently been streamlined into nine Directorates with the intention of delivering more focused and cost-effective services that will be better able to support and help implement the University s overall strategy. Each Directorate reports to the University Secretary and is supported by a nominated strategic lead from the Senior Management Team. The University s Professional Services comprise the following Directorates: External Relations & Communications This directorate leads all communications and public affairs activities across the University, including delivering internal and external communications, events and media relations. Marketing & Student Recruitment This newly established Directorate brings together the two teams currently responsible for the strategically important areas of Marketing and Student Recruitment. People The Directorate of People includes Human Resources, Health Safety & Wellbeing, Student Experience, Student Support, Careers and the Chaplaincy. Digital & Information Services Combining the Library & IT Services functions, Digital and Information Services delivers a comprehensive package of digital services to the staff and students of the University. Estates & Facilities This directorate manages the University s estate, including capital projects, maintenance and Infrastructure, and facilities.

5 Finance Finance is split into four sections: Financial Accounting; Financial Planning and Budgeting; Finance Systems Administration and Procurement. Planning The Planning team has oversight of the Strategic Plan and is responsible for managing the University s strategic planning process and the development of strategic institutional initiatives. Research & Innovation The Research and Innovation directorate supports the University s research and knowledge exchange activity, including research development, commercialisation, enterprise and policy. Student & Academic Services This directorate combines the Registry and the Centre for Learning & Teaching. It supports the University s Curriculum Reform Project, and focuses on the student experience. Academic Structure The University s academic structure comprises 12 Schools each of which operates within a framework of devolved budgetary and planning responsibility: Business School Biological Sciences Medicine, Medical Sciences & Nutrition Psychology Engineering Geosciences Natural and Computing Sciences Divinity, History and Philosophy Education Language, Literature, Music and Visual Culture Law Social Science

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7 MARKETING & STUDENT RECRUITMENT The creation of the new Marketing and Recruitment Directorate reflects the increasing importance of positioning and marketing the University to a broad range of stakeholders to build local, national and international reputation and ultimately deliver ambitious student number growth. The bringing together of these two functions provides an exceptional opportunity to develop a truly multi-channel, integrated and impactful strategy and plan that delivers a step change in how the University engages with its prospective student and broader audiences. THE ROLE We are seeking to appoint an exceptional individual to lead the Directorate of Marketing & Student Recruitment to provide inspirational leadership and act as a catalyst for change across the University as we progress an ambitious new approach in these areas. Responsibilities You will report to the University Secretary and will lead a large team and with budgetary responsibility for an operating budget of 1.5M. On a day to day basis you will work closely with the recently appointed Vice Principal (Student Recruitment) as well as the Heads of School and colleagues in other Professional Services Directorates. The Vice Principal (Student Recruitment) has accountability to the Principal for the development and delivery of the University s Student Recruitment strategy. You will provide management, vision and leadership to harmonise, integrate and enhance the University s student recruitment and marketing functions and play a key role in enabling wider institutional strategy. You will be an inspirational catalyst for a significant step-change in marketing and student recruitment across the University and, as an early priority, will support the implementation of a new structure within the Directorate which follows from a recent external review. Specifically, you will: Provide a cohesive and ambitious vision and associated implementation plans for all areas of the Directorate, that align with the University s key objectives and priorities; Provide strategic leadership to develop and promote the University s brand and reputational standing with key stakeholder groups, locally, nationally and internationally; Provide strategic leadership and direction to regular reviews of the effectiveness of the University s marketing and student recruitment campaigns, utilising market intelligence analysis and other data to support their continuing enhancement; Provide inspiring and motivational leadership in the development and implementation of innovative marketing and student recruitment plans and campaigns that deliver our ambitious student recruitment

8 targets, particularly in international student recruitment. The University has ambitious plans for International recruitment and will work to build significant momentum in the following markets: China, North America, Sub Saharan Africa, the Middle East and South East Asia; Provide inspiring and motivational management to all members of staff in the Directorate, ensuring the delivery of a proactive marketing and student recruitment service underpinned by high standards of professionalism and a commitment to delivering work of the highest quality; Harmonise and integrate the marketing and student recruitment function to maximise the opportunities and synergies within the Directorate and deliver a real step-change in the impact of marketing and student recruitment activities across the University; Champion a culture of creativity and innovation across the Directorate, including a willingness to embrace new approaches to digital marketing and student recruitment plans and social media campaigns; Foster a culture of customer service excellence within the Directorate with an emphasis on internal and external stakeholder relationships and continuous improvement; Work collaboratively with the Director of Online & Academic Development to ensure the effective delivery of the marketing and student recruitment strategy for Online learners; Evaluate, develop and implement efficient admissions and other student recruitment processes within the marketing and student recruitment function that support the delivery of strategic targets and priorities, are accessible and meet the needs and expectations of prospective students, members of University staff and external stakeholders; Provide accountability for the efficient management of all resources within the Directorate, ensuring that they are deployed effectively to support the achievement of strategic and operational objectives, and deliver maximum impact and return on investment; Provide strategic management information, reports and statistical data and other information as required by the Senior Management Team; Through membership of senior level committees, contribute fully to University strategic and operational activities, including through providing professional advice and guidance to support the delivery of institutional ambitions and objectives; Deputise when required for the University Secretary to represent the University s interests at meetings both internal and external to the University as appropriate.

9 PERSON SPECIFICATION Qualifications, Skills & Experience The successful candidate will bring the following experience: Educated to degree level, with relevant professional qualification(s) and/or experience; Senior leadership experience, including experience of leading and driving forward change and developing high-performing teams; Evidence of a significant and sustained personal track record of providing motivational strategic leadership and effective operational management for a large multi-disciplinary team within a marketing and/or student recruitment function; Demonstrable ability to promote a culture of excellence, innovation, continuous improvement and a willingness to embrace change; Evidence of a significant and sustained personal track record of success in developing and leading high-profile innovative strategic marketing and/or student recruitment initiatives appropriate for national and international markets; Evidence of delivering sustained marketing and/or student recruitment performance improvement across a range of activities within a culture of continuous review and enhancement, including through brand development, direct and digital marketing, social media campaigns, applicant conversion and recruitment events; Evidence of a significant and sustained personal track record of success in developing and managing global reputation/brand awareness campaigns; Evidence of a significant and sustained personal track record of success in leading and managing innovative digital marketing and/or student recruitment campaigns which target international audiences and international student recruitment; Experience of proactively contributing to corporate strategic level decision-making and planning processes; Proven track record of efficient and effective management of resources, including the planning and coordination of staffing and budgetary resources; Strong financial and business acumen, with a proven track record of effective financial planning and budgetary management skills; Experience of effectively analysing strategic objectives, management information and key business performance statistics to assist in decision-making. Candidates will also be required to demonstrate the following:

10 Leadership Skills Demonstrable ability to command the respect and trust of a multi-disciplinary team, including the establishment of a fair, open, honest and transparent leadership style; Evidence of proactive and innovative leadership skills, with the ability to provide positive and motivational strategic oversight to the integration of multi-disciplinary teams; Demonstrable ability to create and manage a single cohesive, dynamic and high-performing team ethos in order to deliver the University s strategic ambitions in the areas of marketing and student recruitment; Demonstrable ability to establish good relationships in order to influence and persuade a diverse range of internal and external stakeholders; Outstanding communication skills with a proactive, can do motivational approach. Knowledge Demonstrable knowledge and understanding of the key issues associated with the development and delivery of effective marketing and student recruitment strategies, both nationally and internationally; Extensive knowledge and understanding of a wide range of marketing and/or student recruitment techniques, including CRM based marketing and/or student recruitment tools and campaigns and how to deploy them to maximum effect and achieve maximum return on investment; A clear understanding and commitment to the effective use of digital marketing methods in student recruitment, across all recruitment channels and markets; Extensive knowledge of the UK Higher Education sector, Scottish Funding Council student number controls and policy, statutory immigration requirements, the Widening Access agenda and Outcome Agreement expectations is desirable. Personal Attributes Demonstrable ability to build and maintain relationships and work co-operatively in partnership with a variety of stakeholders at all levels, internal and external to the institution; Ability to work under pressure, ensure adherence to high levels of accuracy and effectively prioritise workload for self and others; Flexible approach, with the ability to change plans to accommodate changing needs, different audiences and competing demands to achieve strategic goals; Strong commercial awareness/business acumen with a creative and ambitious approach to maximising income generation/return on investment through marketing and student recruitment plans and campaigns; Outstanding levels of creativity, including excellent writing skills across multiple platforms and media; Willingness to undertake any necessary travel, both within the UK and overseas, and a flexible approach to work, including willingness to work outside of normal office hours if necessary. In addition, membership of a relevant professional body is considered to be desirable, but not essential.

11 HOW TO APPLY. Saxton Bampfylde Ltd is acting as an employment agency advisor to the University of Aberdeen on this appointment. Candidates should apply for this role through our website at using code WVBT. Click on the apply button and follow the instructions to upload a CV and covering letter. The closing date for applications is noon on Thursday 14 March 2019.