Job Title: Digital Marketing Officer Grade: SG5

Transcription

1 JOB DESCRIPTION Job Title: Digital Marketing Officer Grade: SG5 Professional Services Directorate: Communications and Recruitment Effective date of job description: October 2017 Directorate section: Marketing Communications Role reports to: Direct Reports Indirect Reports: Senior Digital Marketing Officer N/A N/A 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: To support the university s digital team, contributing to the achievement of corporate goals supporting all digital marketing led workstreams, ensuring all prospects, students and other key audiences are well informed across all aspects of the University lifecycle (research, application, acceptance, student life, alumni), via the maintenance, improvement and continual optimisation of various digital marketing methods / programmes / communication tools & workstreams. KEY ACCOUNTABILITIES: Team Specific: To provide support to the Digital Marketing team To support the SEO, PPC, web development, reporting & training workstreams Work with a variety of internal / external stakeholders and assist the managements of the university s digital marketing with external and internal stakeholders, including the media. Any other duties required which are appropriate to the grade of the post. SEO / PPC Day to day management of SEO programmes in line with significant industry developments which may reduce overall effectiveness (e.g. Google updates) Ensure all SEO activities are monitored and refined to maximise effectiveness Ensure the content produced feeds into SEO programme in order to meet audience requirements / University brand & tone of voice guidelines (conduct training to Copywriters as required)

2 Assist with SEO reporting Review paid marketing campaigns with Marketing Manager Websites: maintenance Working with a variety of internal teams / external suppliers, day to day management / maintenance of UOG suite of websites (and other digital assets) Day to day liaison with ILS (IT), Faculty Marketing Leads & Content team as required Support quarterly reviews making recommendations for improvements based on data analysis Websites: development Day to day management / 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 Support the scoping & briefing process, flagging issues that risk projects coming in on time and on budget Work with the Brand & Campaign Marketing team, agencies and other stakeholders to: o Develop tactics to drive online traffic through the suite of University websites o Increase data capture / applications o Identify cross-selling opportunities & optimise journies 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). Reporting Assist the Senior Digital Marketing Manager with reporting to the wider University to report on success Self: Must possess a good understanding of the digital marketing landscape end-to-end 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:

3 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 Senior Digital Marketing 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 the 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 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

4 Everyone contributes to these KPIs to help realise the brand and the corporate strategy KEY RELATIONSHIPS (Internal & External): Line manager: Senior Digital Marketing Manager Directorate: Wider marketing communications team Direct reports: Digital Marketing Officer Integration: IT, suppliers University Leads: Faculty Marketing Leads, Professional Services leads (HR, IT & other departments as required) PERSON SPECIFICATION Essential Desirable Experience Skills Strong SEO & PPC marketing experience Experience managing / developing website(s) and associated digital marketing programmes for a small to medium sized large; informing customers / prospects and driving leads & sales In-depth knowledge of digital marketing communications environment Agency / supplier management experience Understanding of budgeting and monitoring Strong marketing skillset across the entire digital landscape (SEO / PPC bias) 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 to senior Marketing team Experience Skills Previous experience in a similar digital marketing role Experience within Higher Education sector Line management experience ( Good understanding of the characteristics and qualities that prospects / applicants / students / alumni want from a University

5 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 Qualifications Professional qualification, or evidence of training/development in digital marketing events (CIM, IDM, etc) Personal attributes N/A