Marketing business partner Rle Brief Directrate Marketing and cmmunicatins Base lcatin Bristl Grade B 17 Date September 2016 Reprts t Marketing business partner - team leader Respnsible fr 1. Backgrund Jisc is the UK higher, further educatin and skills sectrs nt-fr-prfit rganisatin fr digital services and slutins. We: Operate shared digital infrastructure and services Negtiate sectr-wide deals with IT vendrs and cmmercial publishers, and Prvide trusted advice and practical assistance fr universities, clleges and learning prviders This rle sits within the marketing and cmmunicatins directrate and the hlder wrks clsely with Jisc grup directr f marketing. The marketing business partner team leader hlds the frmal reprting line. The directrate is charged with designing, develping and delivering a chesive member experience strategy and an rganisatinal apprach that ensures and reflects a deep and sustained understanding f ur members needs, and delivers jined-up engagement and supprt that infrms and drives all Jisc s peratinal and strategic pririties mving Jisc increasingly t becming a member fcussed and driven rganisatin. All parts f the directrate champin the members thrughut the engagement lifecycle, frging lasting relatinships, and enabling them t get the best value frm us. The directrate integrates and directs all frnt-fhuse activities s that Jisc services are mre accessible and it is easy t wrk with us as preferred partners. It ensures that ur supprting infrastructure is mdern, innvative and effective and that, in this cntext, ur marketing wrking practices are chesive and leading edge. Furthermre, it ensures and supprts all these activities with excellent PR, effective internal and external cmmunicatins, public affairs and the develpment f a strng and psitive verall Jisc identity and brand. 2. Purpse & Scpe The prime purpse f this rle is t prvide specialist marketing services cntributing t the develpment f the marketing and engagement strategy t supprt the develpment f a suite f membership and key stakehlder engagement activities and prmtins. As a marketing specialist, the rle hlder will be multi-skilled, with knwledge and experience acrss the full range f marketing and cmmunicatins functins and able t cmmunicate the marketing and engagement strategy and brand messages t ur members and key stakehlders as well as internally acrss the grup. Page 1
Based n a cre understanding f the strategic purpse and visin f Jisc and the specific business areas (described as Clusters, e.g. Open Access, Jisc Cllectins, clud etc.), and assciated prducts and services, the rle hlder will determine the marketing pririties and ensure that these requirements surface thrugh the planning and delivery f apprpriate verarching prmtins, campaigns and engagement activities. In rder t achieve this, the cre functin and purpse is t create a cherent and chesive plan and lead and manage thrugh t delivery with assciated scheduling, timetabling and budgeting. This als assumes the ability t mnitr, analyse, and understand member behaviur, drawing n activity evaluatins, market research analysis and the CRM in rder t develp these plans. The rle hlder will wrk clsely with the directr f grup marketing and play a critical crdinating functin acrss the specialisms f the directrate, drawing n the knwledge and expertise within these specialisms t infrm and develp these plans as well as ensure delivery, while wrking as a chesive cnverged team. The rle hlder will have a deep awareness f the wider market place and prducts and services, develping relatinships beynd the rganisatin t gather and share infrmatin, attending industry events and sharing best practice in marketing as well as gathering infrmatin n techniques and trends. The rle hlder will als play an active part in the team s virtual agency apprach t invlving external suppliers in the planning and delivery f engagement activities. The marketing business partner sits within the Jisc grup marketing area and the marketing business partner team leader hlds the frmal reprting line. 3. Key Accuntabilities, Respnsibilities and Duties: Specific respnsibilities include but are nt restricted t: General: Develping and maintaining a thrugh understanding f the Jisc business envirnment and cntributing t the develpment f the marketing strategy Briefing and verseeing the wrklad f allcated staff bth internally and externally, mnitring utputs and prviding advice and caching, in rder t ensure the achievement f prject bjectives Wrking with the team leader and campaign manager t cntribute t the marketing strategy and plans and the develpment f the member engagement framewrk Taking respnsibility and being accuntable fr aligning ur wrk with the key rganisatinal strategic purpse and visin, fcussing n fur cre areas f marketing planning and engagement: Audiences Messages Delivery Outcmes The pst hlder shuld demnstrate and represent the best current prfessinal practice t the Jisc grup, thse wrking with Jisc and ther marketing prfessinals. Remaining ahead f the game with a strng Page 2
cmmitment t CPD, scanning the envirnment fr develpments, keeping track f the latest trends and explring new techniques and methds as apprpriate Willing t undertake travel including vernight stays and ccasinal weekend wrk Line management respnsibilities as required: Leading, managing, mtivating and develping specialists and individuals (bth internal and external) t ensure they have the capability t deliver the bjectives set fr the marketing team with line management respnsibilities fr marketing assistants/administratrs aligning wrk within and acrss functinal cluster areas and pririties Cntributing t ensuring Jisc grup marketing maintains its psitin as a high-perfrming team Briefing and verseeing the wrklad f allcated staff bth internally and externally, mnitring utputs and prviding advice and caching, in rder t ensure the achievement f prject bjectives Planning: Drawing n their specialist knwledge, the rle hlder is respnsible and accuntable fr develping, negtiating, agreeing and implementing plans fr the business areas f respnsibility, ensuring that apprpriate business targets, KPIs and ther success measures are clarified Taking respnsibility and being accuntable fr ensuring plans are: Scalable Inclusive nt prescriptive Sufficiently flexible t allw fr diversity f styles and types Simple and fast t implement Easy t implement but fully evaluable Resnate with service managers, cluster wners and business partners Measurable and are tied int the cluster P&L s Are influenced by and in respnse t members needs Ensuring a member-fcussed apprach t driving frward the strategic plans, with the simplicity and clarity that ur members demand, in rder that the value we ffer is recgnised and the required utcmes frm the cluster areas are achieved, t supprt the P&L f the cluster areas and rganisatin Ensuring membership and sales are cnsulted and invlved in the develpment f all plans and cllateral utputs Overseeing and drawing n cluster prduct pririties, cmbining and crdinating any assciated plans t prduce an integrated and cherent marketing strategy, planning fr cluster areas and feeding int campaigns, and ensuring that they align with the rganisatinal bjectives and the strategic purpse and visin f Jisc Wrking with cmmunicatins, determining messaging, utcmes and metrics fr all marketing plans t ensure nging mnitring and evaluatin Wrking with sectr intelligence t ensure the management mnitring and evaluatin f the marketing mix within these plans is rbust and infrms future plans Page 3
Mnitring and reprting n perfrmance in the areas f respnsibility, identifying areas f cncern and taking remedial actin where necessary Wrking with the sectr intelligence team t cmmissin market research and cmpetitr analysis and mnitring t infrm the planning f audience targeting and messaging Crdinating and reviewing the marketing pririties acrss clusters areas and cntributing t prject develpment and service management prcesses and negtiating and reviewing these, while wrking with the executive directives and heads f teams within thse directrates and team leaders n a regular basis Wrking clsely with business develpment partners and finance, while being accuntable fr develping leading and managing substantive elements f the incme revenue strategy (part f the directrate strategy) Having an understanding and versight f the prducts and services within cre cluster areas Having a deep understanding f the key audiences, influencers and any gate-keepers, including specialist audiences, where prduct sensitivity may be required e.g. security services, resurce discvery services etc. Having an understanding and versight f members needs and ensuring these needs are reflected in plans invlving members, while: Articulating the value and benefits f membership Having a set f clearly defined and strategically aligned campaigns Putting members at the heart f strategic planning and decisin making where apprpriate Ensuring the cst pprtunity t experience (OTE) is apprpriate Delivery: Leading and verseeing the delivery f the marketing plans and assciated engagement activities and prmtins, while playing a crdinating rle acrss the directrate and ther directrates as apprpriate Leading and crdinating the delivery f these plans acrss the varius channels and specialisms within the marketing and cmmunicatins directrate and with membership and sales Leading and acting as the bridge t turn the benefits and pprtunities f ur prducts int effective and relevant prmtinal materials and activities that facilitate sales t ur members thrugh ur field sales frce Wrking with internal cmmunicatins t ensure the rganisatin is aware f prduct pririties and emerging engagement activities and prmtins Develping and fstering clse wrking relatinships with marketing prductin, cmmunicatins, sectr intelligence, prduct develpment and membership and sales, playing a leading crdinating rle t ensure expertise frm the specialisms cntributes t plans and is prperly implemented Ensuring that wrk delivered is t a high quality and in line with the brand and ther plicies and guidelines. Page 4
Wrking alngside senir managers, services heads and cluster wners acrss the grup, while develping and fstering clse wrking relatinships and jining and participating in senir management team meetings t identify and reslve issues and ensure marketing activities supprt the delivery f business bjectives Ensuring utcmes frm evaluatins and cmmissined market research are shared and influence future decisins, including feeding back int the prduct develpment lifecycle and strategic planning prcess, altering amending and updating as required Ensuring the pprtunity t experience (OTE) is mnitred and recrded, feeding int the engagement and delivery evaluatins Leading and managing the delivery f marketing plans fr specific and/r multiple cluster areas and business pririties as required Wrking with cmmercial suppliers and cnsultants where required Planning and managing the budgets and prfiling assciated with strategic marketing plans and lcal level prject plans, mnitring and delivering budget updates at regular intervals and ensuring that financial resurces are cntrlled as apprpriately targeted expenditures and excellent value fr mney is achieved Develping guidelines and marketing plicies in line with the teams bjectives and pririties Acting as the champin fr the directrate t develp and facilitate links acrss the rganisatin and ensure that the team is kept up-t-date with develpments and prgress related t marketing plans and campaigns 4. Skills, Knwledge & Experience: Essential Educated t degree level r equivalent, preferably in a relevant subject e.g. marketing, cmmunicatins etc. r equivalent experience at this level A pstgraduate degree r equivalent marketing experience either within the educatin market place r ther relevant area Marketing qualificatins (e.g. Chartered Institute f Marketing) r equivalent experience at this level Strng practical and theretical marketing knwledge, ideally supprted by relevant qualificatins Multi-skilled specialist with knwledge and experience acrss the full range f marketing and cmmunicatins functins Specialist knwledge f leading, managing and implementing large-scale marketing prjects and plans, engagement activities and prmtins Significant experience f managing budgets Well-develped influencing and negtiating skills Ability t interpret rganisatinal strategy and ensure wrk plans respnd t and supprt these bjectives Experience f develping and implementing mnitring systems t demnstrate value and impact Strng technical, and practical marketing skills including: Event creatin and management Experience f building cnference prgrammes and large-scale engagement activities Experience f the prcesses f designing, writing and prducing technical, prmtinal, publicity and advertising materials Invlvement and knwledge f the prcesses f prducing multimedia prducts and marketing cllateral Page 5
The use f digital channels including web-based technlgy, blg and wiki prductin and direct mail. Writing and editing skills fr bth technical use and engaging fr a nn-technical audience as well as reprt writing, writing fr the web and preparing brchure cpy Digital marketing Evaluative and statistical analysis skills Analysis and use f CRM systems Ability t extract and evaluate infrmatin frm a wide range f surces Strng prject management skills and experience f running multiple prjects simultaneusly invlving a wide range f peple ver several lcatins and rganisatins High level f ral and written cmmunicatin skills, evidenced by regular need t persuade and influence clleagues and develp cherent and pragmatic plans Self-mtivated with the drive and perseverance t wrk n wn initiative and carry ut prjects independently as well as wrking within a team envirnment Prven track recrd and experience f wrking acrss a multi-specialist team Prven track recrd f line management Organisatinal and priritisatin skills t lead, manage and deliver a cmplex and varied wrklad A prven track recrd and ability t demnstrate the best f current prfessinal practice Desirable Knwledge f SEO techniques Prven track recrd f leading a team A wide appreciatin and understanding f the educatin sectr and Jisc r similar agencies/ngos Experience f leading and managing wrk channelled thrugh external agencies and suppliers 5. Key Cntacts: Chief executive Executive leadership team members and teams and senir stakehlders acrss the rganisatin Executive directr marketing and cmmunicatins Grup directr marketing Marketing business partners Campaigns manager Prductin team Directrs f and specialist teams and within the marketing and cmmunicatins directrate Heads f Jisc executive divisins, cluster heads and senir managers acrss the rganisatin Higher educatin/further educatin and skills stakehlders Member and sectr representatives at all levels Jisc partners and cllabratrs including cmmercial prviders and membership rganisatins Suppliers / agencies and ther bdies, cmmercial and nn-cmmercial, relevant t the rle and purpse f the directrate IMPORTANT ADDITIONAL INFORMATION The directr Jisc grup marketing/ marketing business partner (head f team) will discuss all elements f the rle brief with the appintee n appintment and after six mnths, recgnising that sme elements may need Page 6
changing. Specific respnsibilities fr cluster areas will be develped and finalised ver time and they may als change dependent n the business pririties. The abve is prvided fr guidance, is nt cntractual, and is nt an exhaustive list f all accuntabilities, respnsibilities and duties that the pst hlder may have. Page 7