Job purpose:
- The post holder will lead on the development and implementation of strategic marketing plans and integrated, multi-channel marketing activities for their allocated College. They will manage relationships with key stakeholders within the School, including the Heads of Schools, Departments and Subjects, and provide them with robust and consistent marketing support to help the School meet their strategic objectives.
- The post holder will be responsible for reporting on marketing activities for their allocated School and will develop a deep knowledge and understanding of the School’s product (course) portfolio. The School Marketing Executive will lead on collating, generating and presenting School-specific content for use in marketing communications, and identification of specific and appropriate channels to target relevant audiences.
- The School Marketing Executive will also take ownership of cross-School initiatives as directed by the School Marketing Manager.
Main duties and responsibilities:
Under the direction of the Head of Marketing, and line management of the School Marketing Manager, your duties will be:
Planning
- To develop and implement an integrated and strategic annual College marketing plan in line with the School’s strategic plan and the University’s overarching strategic plan.
- Align the School marketing plan with overarching marketing planning frameworks and ensure that it is evidence-based, covering all products (courses), study levels and markets relevant to the College.
Portfolio development
- As part of the planning cycle, work with the Market Insight & Research team to identify and develop new markets, products (courses) and opportunities to help support the College’s strategic growth plans.
Delivery
- To develop, maintain and optimise marketing webpages relevant to the assigned School / Schools, ensuring course information is up-to-date and content is compelling and relevant to the audience(s), taking a mobile-first approach and in consideration of Search Engine Optimisation (SEO).
- To develop and maintain course content for assigned School / Schools, ensuring that market trends, segmentation analysis, unique selling points and other relevant information are documented and readily available to colleagues in the School and External Relations.
- To support the creation of content and collateral to support marketing plans – to include printed collateral, photographic assets, video content, case studies, advertising copy and conversion content – ensuring the consistent and creative application of the UEL brand.
- To source and write high quality, relevant and engaging copy for a variety of media.
- To identify market segments and key marketing channels specific to the School’s courses and subject areas and use specifically adapted messaging and content to engage audiences.
- To support keep-warm and conversion activities by inputting into scheduled communications with applicants and prospects through collating and editing subject-specific content for specific purposes.
- Help co-ordinate specific School showcase, recruitment and conversion events, ensuring content is engaging and the School is well presented and the events run smoothly.
- Lead on cross School initiatives as directed by the School Marketing Manager.
Relationship management
- To be the main point of contact for marketing for your assigned School / Schools, managing the relationship with key senior stakeholders – including the Heads of School, Department and Subject.
- Ensure that School staff are included in the planning and delivery of marketing activities and that they are given adequate notice and information relating to their involvement.
- To use reporting frameworks and other planned communications to keep School staff informed of progress and performance of marketing activities.
- Be physically based in the School up to2 days a week depending on workload and priorities.
- Manage relationships with key feeder schools and colleges that are strong recruiters (or have the potential to be) for the School and / or Subjects.
- To be the main point of contact for colleagues in External Relations and other services for discussions related to your assigned School / Schools, ensuring that the School’s needs are represented in all planned marketing activities.
Reporting
- To regularly report on the progress of marketing plans and the impact of specific marketing initiatives using relevant frameworks and channels (eg. written reports, regular meetings, ad hoc presentations).
Other
- To support recruitment events on and off campus, ensuring that your assigned School / Schools are adequately represented.
- To ensure that duties are undertaken with due regard and compliance with UEL policies and procedures and the Data Protection Act and other legislation.
- Other duties that may be seen as being within the scope of this position
- Work in accordance with UEL policies, including our Equality and Diversity policy.
Continuing Professional Development:
The External Relations Directorate is committed to supporting staff in building and developing skills relevant to their roles. It is important that our staff are up-to-speed with the latest trends and technology and can keep-pace with a fast-moving industry. As such, training and workshop opportunities are a core part of developing our staff.
Person Specification
Essential Criteria
• A relevant first degree or equivalent experience A
• Excellent verbal and written English skills A,I
• Demonstrable experience in marketing at strategic, tactical and operational levels, including the use of market research, insight and analysis to identify and evaluate marketing opportunities and to inform plans A,I
• Knowledge and understanding of cultural differences and how to manage these in the context of student marketing I
• Experience of supporting recruitment events A,I
• Experience of planning, prioritising and organising work on a daily, weekly and monthly basis, individually and as part of a team, whilst ensuring the effective use of resources and delivering to tight deadlines A,I
• The ability to develop annual evidence-based operational marketing plans and campaigns to deliver on a longer term strategic plan I,T
• Experience of using initiative and creativity to resolve problems, that may be predictable but not routine, identifying practical and suitable solutions I
• Excellent written and oral communication skills including the ability to negotiate and adjust information that needs careful explanation or interpretation to suit the needs of different audiences I
• Excellent influencing skills and the ability to communicate with credibility, tact and diplomacy internally and externally A,I
• Ability to travel within the UK and possibly Europe and ability to work non-standard hours A
• High level of attention to detail I
• Results driven and self-motivated I
• Commitment and understanding of equal opportunities within a diverse and multicultural environment A,I
Desirable
• A relevant higher degree, equivalent experience, a relevant professional marketing/digital marketing qualification or membership of a relevant professional body e.g. CIM, IDM A,C
• Experience related to the Academic subject areas within the assigned School A,I
• Experience in the use of enterprise marketing software and services – e.g. Google Analytics, Content Management Systems and reporting dashboards
• Experience in marketing to youth audiences using an evidence-based, segmented and targeted approach I
• Working knowledge of the UK Higher Education system, in particular recruitment cycles, admissions systems and processes I A
Criteria tested by Key:
A = Application form C=Certification I = Interview
P = Presentation R = Research papers T = Test
Please note, there are two positions available.
The University of East London has appointed SearchHigher as their recruitment partner for this campaign; please apply below by submitting a CV & Cover Letter in Word Document format , or you can also email your documents to enquiries@searchhigher.com ; or call Kaye Powell on 07387238343 for a confidential conversation.