ROLE PROFILE. Head of Marketing (Corporate and Research) with a dotted line to the Head of Marketing (Student Recruitment)

Transcription

1 ROLE PROFILE Job Title: School/Department: Salary: Market Insight Manager External Relations APM4 Level Job Family and Level: Administrative, Professional and Managerial, Level 4 Contract Status: Hours of Work: Location: Reporting to: Permanent Full time, per week University Park Campus, Nottingham Head of Marketing (Corporate and Research) with a dotted line to the Head of Marketing (Student Recruitment) Context: The University of Nottingham is a pioneering university that provides an exceptional research-led education (TEF Gold), and an outstanding student experience. Delivering world-leading research that transforms lives and societies. We are consistently ranked among the world s top 100 universities (QS), a pioneer in global education, with campuses in Asia and the UK. External Relations is responsible for student recruitment, communications and advocacy, digital and marketing and the University s Lakeside Arts provision. Purpose of the role: To establish, develop and manage a sector-leading market insight function within External Relations. Based within the Digital and Marketing team, the role holder will generate insight based on sound evidence (macro, micro and business performance information) and their own expert analysis translating this into clear recommendations to encourage data-driven decision making to inform student recruitment and marketing communications. The role holder will work closely with the University s Strategy, Planning and Performance Unit (SPP) and support the Digital and Marketing team by undertaking quantitative and qualitative market research to underpin brand strategy. Main Responsibilities 1. Market insight, research and data analysis To lead on responsive, timely, analyses of relevant data from multiple sources and offer expert advice to support data-driven decision making. This will involve working across different areas of the business to ensure the right data sources are available. % time per year 60%

2 Identify emerging trends, opportunities and changes relevant to the work of External Relations specifically related to brand strategy and student recruitment. Empower and support External Relations and wider University colleagues with disciplinelevel expert knowledge to identify and respond to gaps in provision against UoN strategic priorities. Develop a framework for the sharing and dissemination of market insight and business performance information to support data-driven decision making. Project manage and liaise with external market research or data suppliers as required to ensure insightful findings are delivered to scope, on time and within budget. 2. New course development Support the strategic advancement of the University s course portfolio and associated processes, ie the new course approval process. This will include reviewing and influencing current process to advance it to meet strategic objectives and providing insight reports to underpin new course proposals or modifications to help guide our existing and future portfolio. 3. External sector knowledge 1 Keep abreast of relevant developments and changes in the HE Sector which may impact on marketing. Develop and maintain professional networks within the sector and collaborate on external projects as required. Represent the University at external events and present papers as appropriate. 4. Internal collaboration 10% Work closely with marketing colleagues to support and inform marketing planning and subsequent evaluation activity. Work closely with relevant academic colleagues to provide specialist advice regarding market research requirements to support data-driven decision making. Encourage and support best practice via support to staff, training, presentations and workshops on appropriate market research techniques, tools and data sources, evaluating the success of marketing and recruitment activities and how best to use research findings. Build and establish effective networks with key colleagues across the University and assist them in identifying their market research needs and using market intelligence. Key areas include: Faculty Pro-Vice-Chancellors, Faculty Marketing and Communications Teams and Professional Services Marketing Teams Strategy, Planning and Performance Unit Student Recruitment Marketing Corporate and Research Marketing Student Recruitment (HEU and International) 5. Staff/budget management Recruit, manage and develop market research support staff as required. 2

3 Monitor and feed in to budgetary planning for the market insight team (c. 30k p/a) to ensure the most effective use of University resources. Develop detailed annual budget forecasts for the purposes of buying data, providing evaluation and ROI reports. 6. Other/team working Support wider External Relations initiatives and flagship events as required across the year for example Open Days, Graduation, and Clearing and Confirmation, some of which are held on a weekend. This role may also require occasional visits to the University s campuses in China and Malaysia. Other duties as required within the scope of the role. Knowledge, Skills, Qualifications and Experience Essential Qualifications/ Education Degree level qualification or equivalent experience Relevant professional market research or marketing qualification Desirable Membership of a relevant professional institute Knowledge/ experience Significant experience of working in a market insight function/as part of a market insight team within a marketing orientated setting Experience of using the Office 365 suite or similar cloud based solutions Significant experience of conducting complex market research and analysis projects using both quantitative and qualitative methodology Experience of using survey design software Experience of working in/for the Higher Education sector Knowledge of Higher Education statistical resources and emerging trends Significant experience of presenting market research and data analysis in accessible ways Significant experience of handling and building large complex data sets Experience of survey design and analysis Broad based knowledge of market forecasting and environmental scanning Knowledge of Higher Education sector in particular undergraduate and postgraduate markets 3

4 Skills, abilities, competencies Experience of using market insight (macro, micro and business) to influence brand strategy Experience of managing, coaching and developing staff Strong understanding of key legislation e.g. FOI, Data Protection Act and Copyright Law Experience of managing a substantial budget High level of market research and analytical skills Ability in using specialist analytical software such as Alteryx and Tableau Strong interpersonal and communication skills with the ability to communicate to a non-specialist audience Ability to navigate and interpret the right data, undertake timely and appropriate analyses, visualise it and communicate it in a way that prompts action Ability to work to tight deadlines, managing several projects/activities concurrently, whilst maintaining high standards Ability to work with minimal supervision as part of a team and independently Ability to plan and organise under pressure to tight deadlines Ability to refine information needs into actionable research and identify key variables Scope of the role To establish, develop and manage a sector-leading market insight function within External Relations. Based within the Digital and Marketing team, the role holder will generate insight based on sound evidence (macro, micro and business performance information) and their own expert analysis translating this into clear recommendations to encourage data-driven decision making to inform student recruitment and marketing communications. 4

5 The role holder will work closely with the University s Strategy, Planning and Performance (SPP) and support the Digital and Marketing team by undertaking quantitative and qualitative market research to underpin brand strategy. Additional Information The role holder may be expected to occasionally work out of office hours and weekends to support recruitment and marketing events. The role is full-time (36.25) hours per week. The role-holder may also occasionally be required to visit the University s campuses in China and Malaysia. Head of School/Department (or nominee): Nathalie Mortimer Deputy Director, Digital and Marketing (Marketing) Date completed: 30/11/2017 5