JOB DESCRIPTION. Job Title: Senior Marketing Manager Grade: SG9

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1 JOB DESCRIPTION Job Title: Senior 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 Marketing Manager, Events Manager Marketing & Events Officer, Events 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 brand, campaign marketing & events strategy; integrating seamlessly with other disciplines as required Utilising the internal team, current / new suppliers (and stakeholders in other departments), to deliver UOG brand, campaign marketing & events requirements across brand, acquisition, retention and cross-selling marketing programmes Management develop & coach 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 marketing methods / programmes / communication tools Maintain and maximise brand standards across all projects KEY ACCOUNTABILITIES: Team Specific: Co-generate UOGs brand, campaign marketing and events strategy and act as the Marketing champion within the business Utilise the team, resources and agencies to deliver UOGs brand, campaign marketing & Events marketing communications programmes Manage the Brand & Campaign Marketing and Events teams, leading agency relationships

2 Develop a test, learn, refine approach to all marketing programmes, drawing insight / data from a variety of sources to improve future work (e.g. Research, Google Analytics, sales, customer focus groups and other sources). Work closely with peer group to ensure a fully aligned approach to marketing; integrating seamlessly with other disciplines as required Set, deliver, monitor and evaluate training needs for the team / other stakeholders Planning and budgetary control Evaluating customer research, market conditions and competitor data Ensure delivery of best in class marketing programmes Join internal working groups to help keep marketing University at the forefront of University developments Strategy Co-generate UOGs brand, campaign marketing & events strategy and associated marketing plan / outputs Act as a key marketing champion within the business; integrating seamlessly with other disciplines as required Conduct supplier review (as necessary), to ensure delivery of all marketing requirements Deployment Utilise internal / supplier resources effectively to ensure delivery of all brand, campaign marketing & events requirements Monitor / evaluate to improve future activity via a test, learn, refine programme of activity Ensure all projects are correctly scoped, briefed, and brought in on time and on budget Brand Implement the UOG brand strategy and associated rollout plan Conduct brand training awareness sessions to all levels of the business Identify future needs / opportunities to maximise brand awareness both with the internal and external audiences Lead the research process; identifying subsequent proposals Manage and monitor any non-core brand partnerships to ensure compliance Campaign Marketing Utilise the Campaign marketing budget to maximise awareness / conversions through brand response campaign activity Work with a variety of stakeholders (Wider Marcoms team, Faculties & other departments), to ensure deliver a programme of marketing activity which grows awareness / generates sales across: o Acquisition campaigns (key periods) o Retention o Cross-selling o Inreach / outreach marketing

3 Develop policing protocols to ensure accuracy of brand delivery across all facilities & programmes Identify future needs / opportunities to maximise brand awareness / conversions Conduct analysis to evaluate success / opportunities to improve (ongoing test learn refine) Events Implement the UOG event strategy Oversee the events team ensuring: o Successful operational delivery o Increased awareness / footfall o Increased conversions Identify future needs / opportunities to optimize & innovate in the events space to drive ROI Results & reporting Utilise data through a variety of data sources (Google Analytics, sales, customer focus groups and other sources) to assess / improve: o conversion rates o generate an increased ROI from existing / future paid marketing programmes Review the reporting mechanisms to the wider business to report on campaigns / results Evaluate customer research, market conditions and competitor data to assess internal effectiveness / identify future opportunities Conduct quarterly / monthly reviews to ensure the delivery of marketing projects against targets Utilise internal / supplier resources effectively to ensure delivery of all brand, campaign marketing and event requirements / projects are delivered on time and on budget Monitor / evaluate to improve future activity via a test, learn, refine programme Management (team and suppliers) Management of direct reports (number tbc) Manage agency relationships (e.g. Brand, Creative, Design & Copy, Photography) and others as applicable), ensuring all projects are managed to brief and delivered on time and on budget Ensure all team members / projects integrate seamlessly with other disciplines as required Ensure all required brand / partner marketing approvals are gained where required Ensure all suppliers are selected in accordance with procurement procedures Budgeting Lead the annual budgeting process Monitor budgets monthly and manage internal reporting accordingly

4 Integration Work with the respective central / faculty teams & external suppliers to ensure integration across all projects Work with the Digital 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 Training Set, deliver, monitor and evaluate the brand, campaign marketing & event training needs for all areas of the University (Central, Faculty, Professional Services) Lead the use of technology as a communication & training tool Other areas of responsibility 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 Self: Personal development Keep abreast of brand, campaign marketing & event marketing trends (with a focus on brands actively targeting year olds) Review own development regularly, with input into development plan for discussion with Line Manager. 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

5 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 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: Marketing Manager, Events Manager (additional team members tbc)

6 UOG Marketing: Digital Marketing Manager, PR Manager, Content Manager, Social Media Manager, Directorate Administration Manager University Leads: Faculty Marketing Leads, Professional Services leads (HR, IT & other departments as required) PERSON SPECIFICATION Essential Desirable Experience Skills Significant experience managing / developing brands and associated campaign marketing programmes for a large organisation; informing customers / prospects and driving leads & sales Line management experience (2+ individuals desirable) Agency management experience (Creative, design, copy, media) Understanding of financial control, budgeting and monitoring Strong integrated marketing communications skillset (bias towards brand, campaign marketing & events) 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 marketing proposals Ability to present up to and including Senior Management level Multitasker able to work across multiple projects to tight timescales Qualifications Degree or equivalent experience Experience Skills Experience managing events Experience within Higher Education sector 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 marketing (CIM, IDM, etc) Project management qualification

7 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 Personal attributes N/A

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