1. Lead the marketing, web and design team to ensure the successful implementation of the University s marketing strategy

Transcription

1 JOB DESCRIPTION Job Title: Department Location: Grade: Head of Marketing & Brand Marketing & External Relations Llandaff Campus 8AB Salary: 45,892-53,174 Tenure: Hours Permanent 37 hours Role Summary: To manage the delivery and implementation of a fully integrated marketing and brand strategy to enhance objectives identified within our Strategic Plan, and in support of our growth agenda across undergraduate and postgraduate student groups. Principal Duties and Responsibilities: 1. Lead the marketing, web and design team to ensure the successful implementation of the University s marketing strategy 2. Lead on creating a brand strategy and implementation plan ensuring it captures the essence of the university and its values. This will include creating a brand hierarchy that supports all of the universities strategic objectives and increases awareness and understanding of the university. 3. Champion and implement the brand internally across all academic schools and professional services ensuring all understand the brand and their role in delivery our brand promise. 4. Working with the Corporate Design Manager, ensure that all design activity aligns with brand guidelines and supports the achievement of the University s strategic objectives

2 5. Oversee the efficient delivery of corporate design services to the wider University, ensuring that templates and training are made available where appropriate 6. Working with the Marketing Manager to ensure the development, delivery monitoring of effective marketing plans for individual schools and programmes 7. Oversee the efficient delivery of marketing advice, support and activity to academic schools ensuring strategies are developed and delivered to contribute to the student number growth documented in the strategic plan. 8. Lead on the development, implementation and monitoring of University marketing policies in accordance with national policy developments, legislative changes and GDPR. 9. Working with the Director, Deputy Director and other senior colleagues, develop our strategic positioning and ensure we achieve our student recruitment targets by delivering distinctive, evidence-based, integrated marketing campaigns 10. Work closely with the Planning function to ensure that the University is well informed on market trends and developments, preparing reports using market and competitor data, survey results, enquiries data and admissions data in order to provide relevant and actionable management insight that can be used to inform the University s marketing, recruiting, portfolio development and pricing. 11. Review the university website and create a plan for its future development. 12. Manage the University website and digital marketing activities to ensure that they reflect the University s brand values and support its strategic goals 13. Be an active member of the Department s senior management team and contribute to the overarching goals of the Department: Senior Management team: - Director - Deputy Director - Communications & PR Manager - Student Recruitment Manager - Head of Marketing & Brand - Head of Admissions 14. Work closely with the Director of International to ensure that all international marketing activity aligns with brand guidelines and values 15. Continuously improve and evaluate service performance and promote and disseminate best practice across the institution. 16. Represent Cardiff Met in the wider academic and professional

3 community, participating and contributing to external conferences and workshops organised by external bodies and identifying examples of good practice at other HEIs 17. Manage all sponsorship agreements for the university. This will include reviewing existing agreements across the institution and producing clear guidelines for sponsorship management moving forward to ensure all spend in this area is aligned to strategic direction of the university. 18. Lead, motivate and develop all marketing staff providing a clear sense of purpose and understanding within the team. This will include staff development plans, performance management and succession planning 19. Deputise for the Director and Deputy Director when required, assisting with policy decision making in relation to the department. 20. Any other managerial duties as may be directed by the Director ot Deputy Director commensurate with the grade of the post. 21. Overall responsibility for the Marketing and design budget General Note: The administrative work of Cardiff Metropolitan is characterised by peaks in demands for annual activities. The holder of the post, together with other administrative staff, is expected from time to time to provide support for these activities, whether or not they are part of the normal day-to-day responsibilities. Some evening work may possibly be required.

4 PERSON SPECIFICATION Post: Head of Marketing & Brand Unit/School: Marketing & External Relations *Key A - Application form I - Interview T/P - Test/Presentation FACTORS ESSENTIAL AND DESIRABLE CRITERIA ASSESSED BY A* I* T/P* Education & Qualifications Qualified to Degree level or equivalent in a business/marketing related subject Education & Qualifications Postgraduate degree or relevant qualification Knowledge Knowledge of integrated marketing campaigns Knowledge and understanding of current digital marketing practices Knowledge of GDPR Knowledge of budget management Knowledge of brand strategies Knowledge Knowledge of Higher Education marketing

5 FACTORS ESSENTIAL AND DESIRABLE CRITERIA ASSESSED BY A* I* T/P* Skills & Abilities Excellent written and verbal communication skills Ability to analyse data to support evidence based decision making Ability to work under pressure, to tight deadlines Demonstrated problem solving, conceptual and analytical skills with the ability to identify emerging issues, trends and challenges Demonstrated ability to lead a diverse team and have the capacity to provide transformational and innovative leadership Demonstrated ability to write and deliver marketing strategies Skills & Abilities Welsh language skills Experience Paid/Unpaid Experience of managing a successful marketing team Experience of managing successful, evidencebased, integrated marketing campaigns that have delivered measurable results Experience in building effective stakeholder relationships with proven ability to effectively negotiate, persuade and influence to achieve strategic objectives. Experience Paid/Unpaid Experience of managing a higher education marketing team

6 Other Requirements Full driving licence and access to a suitable vehicle