JOB DESCRIPTION Job Title: Grade: Service: Responsible to: Responsible for: Liaises with: Head of Marketing H Marketing and Student Recruitment Associate Director, Marketing and Student Recruitment School Marketing Team and Campaigns Team Staff within Student Recruitment Marketing team, Academic Schools, Services and external agencies The Institution The University of East London is an extraordinary university in an extraordinary place. We re at the heart of unprecedented transformation and regeneration area and we have a longstanding commitment to our community as an anchor institution which truly makes a difference to people s lives. Constant innovation and real-world focus enable us to meet the challenges presented by the pace of change while delivering the opportunities this affords for our students, academics, researchers and professional staff. Marketing and Student Recruitment Group Marketing and Student Recruitment group is responsible for ensuring that the university s vision shines through everything that we do. We have ambitious recruitment and reputation targets and we re not afraid of the challenges that today s world creates for universities that want to make a difference. We re currently looking for two senior managers to work under the direction of the Associate Director of Marketing and Student Recruitment to help us achieve our vision and manage teams of dynamic and experienced marketers. The Role The Head of Student Recruitment Marketing will lead on the development of strategy and plans that will attract the right profile and volume of students from the UK and support growth in our international recruitment markets. You will be responsible for the whole recruitment life-cycle across all of UEL courses and lead all activities from awareness raising to pre-enrolment. You will manage two teams of marketing professionals to ensure delivery of integrated marketing campaigns, collateral and all other activities that raise our profile and reputation with prospects and their direct influencers. With a strong track record in effective integrated campaign delivery you will also lead on the development and delivery of messaging frameworks, publications, events and communications that maximize conversion. You will need passion, creativity and the ability to network and influence across senior staff in the university to ensure you deliver a focused and effective programme of activity to drive recruitment. Page 1 of 5
Main responsibilities: Development and implementation of integrated, strategic and holistic student recruitment marketing plans and campaigns Planning, development and implementation of student recruitment marketing campaigns for all audience segments, across the UK, EU and target international markets Leading on all school/product specific marketing plans, managing internal planning processes between the schools and our service to develop and deliver a comprehensive set of activities that enable UEL to communicate its brand and products to relevant audiences and meet institutional recruitment targets Ensuring all activities planned and delivered by Student Recruitment Marketing group highlight key values of UEL and are well aligned to audiences needs and expectations and enable UEL to attract appropriate numbers of prospects to meet recruitment targets, Provision of relevant information and advice through all channels that position UEL as the optimum choice for prospective students - on our website, through all publications and collateral, relevant third party sites and social media channels Development and distribution of relevant recruitment information to prospects to further strengthen the UEL brand and drive recruitment Responsibility for a multi-channel approach that ensures the most appropriate and effective connection between all university prospects and the UEL brand Marketing campaign development and broader support to international recruitment team to drive global recruitment Feed into relevant regional planning frameworks and provide marketing advice and expertise to develop consolidated market plans Develop a digital content strategy in line with relevant campaign objectives, in conjunction with School and International marketing leads, ensuring smooth user experience that portrays UEL s personality and brand essence, Provision of relevant tools to drive successful recruitment from both the UK and International Markets fused at schools and colleges events, international recruitment fairs, directly via our agents Identification of relevant digital channels to drive awareness implementation of digital advertising campaigns in key markets accordingly Management of creative direction and execution for all campaigns and collateral, ensuring that all outputs maximize brand building, but are equally captivating and innovative to engage relevant audiences Guardianship of brand and all audience facing concepts to achieve optimal alignment of all outputs across products, markets and audiences Ownership of product portfolio and all associated information Work with our academic schools and relevant committees to maintain an up-to-date repository of all programmes recruiting at UEL Work with school marketing officers, relevant academic colleagues, services and committees to ensure effective launch of new programmes Manage programme launches (and respective changes) taking programmes to market, connecting to all audience facing channels in a timely manner Lead on course positioning strategies, incl. pricing and entry requirements Work with the Head of Admissions to evaluate and implement appropriate entry criteria to drive quality and recruitment growth Lead on the development of customer benchmarking tools and analysis, to understand activities undertaken by competitors with a focus on positioning, tools and campaigns Page 2 of 5
Marketing insight and analysis, and reporting and measurement against KPIs Development of analysis framework to understand customer needs and market expectations with a level of detail required to deliver effective, rich, personalized campaigns, collateral and digital touchpoints Lead on the development of a reporting/meetings framework that drives delivery and tracking of results, taking ownership of key KPIs, and keeping key stakeholders informed, Together with Insight and Research manager own market and sutomer insight framework, driving regular and annual analysis cycles that enable continuous improvement, Lead on the development of marketing benchmarking tools and analysis, to understand activities undertaken by competitors with a focus on positioning, tools and campaigns Advise/recommend action to executive team to enhance recruitment Team Management Leadership, management, guidance and on-going development of a team of skilled school marketing officers Outstanding people management skills in particular the ability to shape holistic, ambitious plans and empower others to deliver Budget responsibilities Effective allocation of a significant budget aligned to strategy development and annual planning Ability to plan budgetary requirements against targets and in line with current competitive pricing practices in marketing and advertising industry Regular reporting on budgetary spend against operational objectives and recruitment targets Any other duties: Other duties that may be seen as being within the scope of this position To work in accordance with UEL policies, including our Equality and Diversity policy. Page 3 of 5
PERSON SPECIFICATION EDUCATION QUALIFICATIONS AND ACHIEVEMENTS: Essential Criteria: A degree in a relevant subject (A/C) Professional marketing qualification or equivalent experience (A/C) Member of a relevant professional body (A/C) Experience of managing large scale projects or Project Management qualification (A/C) KNOWLEDGE AND EXPERIENCE: Evidence of marketing management (development of strategies and plans) in a commercial and/or Higher Education environment, incl. significant experience in effective campaign development and implementation, including drawing on research and insight, brief writing, agency management and tracking and reporting (A/I/P) Evidence of successful development and delivery of marketing collateral across all channels and for various audiences, under brand umbrella (A/I/P) Strong understanding and experience in brand development and implementation (A/P) Evidence of management of social media advertising and campaigns, within a broader omnichannel marketing campaign plan (A/I) Experience in producing recommendation and reports for senior stakeholders (A/I) Desirable criteria Knowledge of HE environment, including admissions policies and procedures, school and college landscape (A/I) Evidenced experience in product marketing (A/I) Experience of target setting and reporting (A/I) PLANNING AND ORGANISING: Essential Criteria Extensive people management skills ideally across a large team, leading and directing multiple team members in a busy task-oriented environment COMMUNICATION: Essential Criteria Excellent communication (both written and verbal), influencing and negotiation skills, required to cooperate with a wide range of internal and external stakeholders (academics, services, suppliers, partner boroughs, etc) combined with driven and assertive personality Page 4 of 5
OTHER ESSENTIAL CRITERIA: Commitment to and understanding of equal opportunities issues within a diverse and multicultural environment (A/I) Criteria tested by Key: A = Application form C =Certification I = Interview P = Presentation R = Research papers T = Test Page 5 of 5