KEY ACCOUNTABILITIES:

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1 JOB DESCRIPTION Job Title: Senior Digital Marketing Manager Grade: SG9 Professional Services Directorate: Communications and Recruitment Effective date of job description: October 2017 Directorate section: Marketing Communications Role reports to: Direct Reports Indirect Reports: Head of Marketing Communications CRM Specialist, Content Manager, Social Media Executive, Senior Digital Marketing Manager Content Team, CRM Officer This role profile is non-contractual and provided for guidance. It will be updated and amended from time to time in accordance with the changing needs of the University and the requirements of the job. PURPOSE OF ROLE: Responsible to the Head of Marketing, co-generate UOG digital marketing strategy Act as the Digital champion within the University; integrating seamlessly with other disciplines as required Utilising the Digital marketing team (and stakeholders in other departments), current / new suppliers to deliver UOG digital marketing requirements across all brand, acquisition, retention and cross-selling programmes Management direct reports (number tbc) Ensure students and prospects are well informed across all aspects of University lifecycle (research, application, acceptance, student life, alumni), via various digital marketing methods / programmes / communication tools Maintain and maximise brand standards across all projects KEY ACCOUNTABILITIES: Team Specific: Co-develop the UoG digital marketing strategy and act as the Digital champion within the University; integrating seamlessly with other disciplines as required Utilise the team, colleagues, other resources and agencies to deliver UOG digital marketing strategy across all marketing communications programmes

2 Manage/maintain UOG suite of websites apps and other digital properties, improving the usability, design, content, data capture and conversion conducting quarterly reviews making recommendations for improvements based on data analysis Manage the Digital Marketing team and lead associated relationships (e.g. UX/UI, web design & build (in partnership with IT), SEO/PPC, Content, Social & CRM Marketing and other requirements on a needs basis) Devising strategies to drive online traffic / data capture / conversions through the suite of University websites and digital assets Manage the redesign / rebuild of all University websites apps and other digital properties, improving the usability, design, content and conversion Tracking conversion rates and making improvements to the website based on a variety of data sources (Google Analytics, user testing, focus groups and other sources). Co-develop / consult on digital marketing campaigns and techniques with the Brand & Campaign Marketing team, ensuring a range of digital marketing techniques within wider marketing plans (including SEO, PPC, and programmatic) are utilised Co-develop the CRM strategy and subsequent rollout plan for the University Co-develop the social media strategy and subsequent rollout plan for the University Set, deliver, monitor and evaluate the digital training needs for all areas of the University (with a focus on websites) Planning and budgetary control of all digital marketing, evaluating customer research, market conditions and competitor data Review existing relationships / join internal working groups / new technologies to help keep the University at the forefront of developments in digital marketing Any other duties required which are appropriate to the grade of the post. Strategy Co-generate UOG digital marketing strategy and act as the Digital champion within the University; integrating seamlessly with other disciplines as required Conduct supplier review (as necessary), to ensure delivery of all digital marketing requirements Deployment Utilise internal / supplier resources effectively to ensure delivery of all digital marketing requirements Monitor / evaluate to improve future activity via a test, learn, refine programme of activity Management (team and suppliers) Management direct reports (number tbc) Manage digital agency relationships (e.g. UX/UI, web design & build, SEO/PPC), ensuring all projects are managed to brief and delivered on time and on budget Ensure all suppliers are selected in accordance with procurement procedures Websites: maintenance Working with a variety of internal teams / external suppliers, manage / maintain UOG suite of websites (and other digital assets)

3 Liaise with ILS (IT) as required Lead quarterly reviews making recommendations for improvements based on data analysis Websites: development Lead the improvement of University websites, apps and other digital properties, with a focus on: o User journeys (UX/UI), with a view to optimise conversion from interest to application o Usability o Content creation, rollout, analysis, refinement o Data capture / CRM integration o Social integration Ensure all projects are correctly scoped, briefed, and brought in on time and on budget (experience of working in an agile project team would be beneficial) Work with the Brand & Campaign Marketing team, agencies and other stakeholders to: o Develop strategies to drive online traffic through the suite of University websites o Drive data capture / applications through the suite of University websites o Drive cross-selling opportunities Content Co-develop the content strategy and subsequent rollout plan Work with a variety of stakeholders (Content team, Brand & Campaign Marketing, Faculties, IT, external suppliers and others), to ensure relevant, accurate content is showcased and optimised Ensure the content produced meets: o Audience expectations / requirements o Feeds into SEO programme o University brand & tone of voice guidelines Review the content calendar & associated gathering process & make recommendations for streamlining Regular analysis to ensure content marketing efficiency Develop policing protocols to ensure accuracy of content ECRM Co-develop the CRM strategy and subsequent rollout plan for the University Continually optimise the CRM outputs for the University Assist IT with any system integration requirements Social media Co-develop the Social strategy and subsequent rollout plan for the University Continually optimise the Social outputs SEO/PPC Ensure active management of SEO programmes in line with significant industry developments which may reduce overall effectiveness (e.g. Google updates)

4 Ensure all SEO/PPC programmes are monitored and refined to maximise effectiveness Reporting Utilise data through a variety of data sources (Google Analytics, user testing, customer focus groups and other sources) to assess / improve: o conversion rates o making improvements to the website through future developments o generate an increased ROI on existing organic / paid marketing programmes Review the reporting mechanisms to the wider University to report on success Evaluating customer research, market conditions and competitor data to assess internal effectiveness / identify future opportunities Digital marketing campaigns Co-develop / consult on quarterly marketing plans Ensure proposed digital marketing campaigns delivered through the Brand & Campaign Marketing team utilise a range of digital marketing techniques within wider marketing plans (including SEO, PPC, Content, and programmatic) Review internal / agency reporting making recommendations for future improvements Training Set, deliver, monitor and evaluate the digital training needs for all areas of the University (Central, Faculty, Professional Services) Set up, manage and lead a digital champions network across the University Lead the use of technology as a communication & training tool Other areas of responsibility Suppliers - Review existing relationships / join internal working groups / new technologies to help keep the University at the forefront of developments in digital marketing Strategy - Input into future marketing communications planning sessions / strategic development Budgets ensure budget books are written & adhered to and financial procedures are followed Carry out all duties with due regard for Health and Safety requirements and regulations, the Society s customer care and Equal Opportunities policies, and undertake any other duties commensurate with the posts level of responsibility Personal development Keep abreast of digital marketing trends (with a focus on third sector, leisure / health and fitness trends) Review own development regularly, with input into development plan for discussion with Line Manager.

5 Self: Must possess a good understanding of how effective marketing campaigns & events work from planning and creation to delivery Maintain a professional approach at all times (team player) Manage work effectively and deliver to deadlines (internal / external) Work with other staff effectively to help maximise team outputs Ensure line manager updated regularly on progress against assigned tasks Awareness / topline understand of other Marketing Communications disciplines) Generic: Must be willing to embrace the shared values and required behaviours of the Communications and Recruitment Directorate staff (Aspiration; Confidence; Creativity; Professionalism and Responsibility) An effective communicator (verbal and written) to ensure that effective working relationships / partnerships are forged and maintained To support in the delivery of all Marketing & Events workstreams as identified by line management To establish and maintain networks within the university, to aid the planning and distribution of Marketing & Events workstreams Project management skills / awareness Managing Self Maintain a professional approach at all times through the application of effective relevant skills Manage work effectively and deliver under pressure Working with other staff effectively to help maximise their performance by working as one team Ensure the Events Manager is updated regularly as agreed on progress against tasks Core Requirements Role modelling the values of the University, ambition, creativity, determination, excellence and inclusivity Commitment to key strategic priorities of the Directorate and the University Willingness and ability to travel to work place locations within the UK Adhere to and promote the University s Equality and Diversity policies and information security Ensure compliance with Health & Safety regulations Support and promote the University s Sustainability policies, including the Carbon Management Plan, and carry out duties in a resource efficient way, recognising the shared responsibility of minimising the university's negative environmental impacts wherever possible. Willingness to deliver against any reasonable work-related request

6 KEY PERFORMANCE INDICATORS: The Marketing Communication Team KPIs are: Raise brand awareness Raise direct response Raise student engagement levels Raise student satisfaction Raise stakeholder engagement and the value of the department to the institution and its audience Everyone contributes to these KPIs to help realise the brand and the corporate strategy KEY RELATIONSHIPS (Internal & External): Line manager: Head of Marketing Communications Direct reports: Content Manager, CRM Manager, Social Media Manager, Digital Marketing Executive(s) UOG Marketing: Marketing Manager, PR Manager, Events Manager, Directorate Administration Manager Integration: IT, suppliers University Leads: Faculty Marketing Leads, Professional Services leads (HR, IT & other departments as required) PERSON SPECIFICATION Essential Desirable Experience Significant experience managing / developing website(s) and associated digital marketing programmes for a large organisation; informing customers / prospects and driving leads & sales Line management experience (3+ individuals desirable) Agency management experience (UI/UX, design & build, PPC/SEO, Creative agencies (campaigns & content), CRM) Experience managing CRM, PPC, SEO, e-commerce, e-marketing and content marketing programmes, driving ROI Experience Previous experience in a similar digital marketing role Experience within Higher Education sector

7 In-depth knowledge of digital marketing communications environment Understanding of financial control, budgeting and monitoring Skills Strong marketing skillset across the entire digital landscape Excellent written and verbal communication skills Data literate, able to review / assess / make recommendations as a result of analysis Ability to research, prepare, justify and present digital marketing proposals Ability to present up to and including Senior Management level Multitasker able to work across multiple projects to tight timescales Excellent communication & listening skills Qualifications Degree or equivalent experience Google analytics certification Personal attributes We are looking for people who can help us deliver the values of the University of Greenwich: Excellence, Determination, Inclusivity, Ambition and Creativity Skills Good understanding of the characteristics and qualities that prospects / applicants / students / alumni want from a University Qualifications Professional qualification, or evidence of training/development in digital marketing events (CIM, IDM, etc) Project management qualification Personal attributes N/A