Brand Management (Marketing & Communications)
Full time
The Marketing, Student Recruitment, Admissions and Communications Group is at the heart of attracting, engaging and delivering exceptional student and stakeholder experiences. From award-winning marketing campaigns, global student recruitment activities, and communications that put Heriot-Watt on the global stage, our Group delivers professional services that support the University's strategic ambitions.
The purpose of the role is to lead and manage the planning, delivery and evaluation of exciting and creative multi-media marketing campaigns to deliver ambitious student recruitment targets and global brand marketing objectives across our stakeholder audiences, aligned to the University's Strategy 2025, against a backdrop of challenges that COVID-19 brings.
The Assistant Manager role reports to the Senior Manager in Marketing and Campaigns, and this role will work within a cross-functional marketing team to shape and deliver effective marketing strategies and plans for all Academic Schools, ensuring their portfolio offering is in line Annual Plans and Strategy 2025. The role holder will engage with all levels of academic school stakeholders to manage the delivery of plans and teams that meet clear student recruitment and reputation objectives.
Key Duties and Responsibilities
Marketing InitiativesManage all marketing initiatives to ensure on-brand positioning and awareness across all aspects of the marketing mix in a timely manner.
Manage marketing communication, ensuring that the clear and powerful messages of the campaign, product, brand, and value proposition to each market segment are in accordance with Heriot-Watt University's guidelines.
Ensure marketing initiatives are implemented based on alignment with the Academic School's portfolio and focus.
Strategy and ReportsWork with Senior Manager for Annual Plan development that is aligned to the AP 2.0 framework.
Monthly tracking, monitoring, and reporting critical market and competitive research, data, and analytics to drive insights.
Monitor and report competitive analysis/market intelligence, prospecting, lead generation, promotions, communications and budgets, strategic planning, and customer/revenue retention and growth.
Review and report on all Student Acquisition campaigns by the end of intake with Senior Manager for stakeholder management.
Track, monitor, and report all aspects of marketing planning and budgeting to ensure timely payments.
Manage external agencies to ensure deliverables are of quality and given efficiently in a timely manner.
People ManagementManage and lead the Academic Schools to work cohesively to ensure campaigns are executed in accordance with timelines.
Be agile in a fluid environment to suit face-to-face and/or virtual audience engagement.
Brand Management:Develop brand strategies, drive brand health growth, plan and implement brand campaigns that elevate the brand profile in our market. Assist in research studies to identify sources of brand and business growth opportunities.
Academic School Relationships:Develop and maintain mutually beneficial relationships with Academic Schools and Professional Service colleagues, providing advice and guidance on marketing and brand-related matters.
Event Marketing:Support University/Academic School events, including planning and content and asset creation for virtual and on-campus Open Days, webinars, live social streams, business, and community events.
Website & Social Media content:Collaborate with the global website, social media & content teams, lead in the development of local content and creatives to optimise opportunities and grow digital presence for the University.
Regulatory Compliance:Ensure the academic school marketing communications meet quality standards and comply with University brand and regulatory requirements.
Digital MarketingLead Generation:Lead in the development and implementation of digital student acquisition campaigns with data and analysis.
Marketing Effectiveness:Measure the effectiveness and efficiency of digital marketing campaigns against agreed Cost per Lead (CPL), Cost per Acquisition (CPA) and Return of Investment (ROI) metrics.
Any other dutiesNot limited to those listed, which are deemed necessary by the Senior Manager in Marketing and Campaigns and Regional Director to deliver business needs.
All HWUM staff endeavours will embody our shared values of: Inspire, Collaborate, Belong, and Celebrate.
Person Specification
Education & QualificationsDegree or Postgraduate (or equivalent qualification)
ExperienceAt least 6 years of Marketing or Communications experience, delivering highly effective campaigns.
Good understanding of relevant legal, statutory and governance requirements.
Experience in the education segment and working with global brands.
Strong operational, project management, and public speaking skills.
Excellent written and verbal communication skills.
Proficient in Microsoft Office applications and technical experiences with Office 365.
Proven track record in digital marketing experience.
Ability to work well under pressure on simultaneous tasks.
Special Factors (if applicable)Enjoys being part of a university campus, developing the role as the campus grows, and willing to take a 'hands on' approach from the outset.
Application Process
Applications should be submitted to Career Website by11 January 2025 . If you are not contacted by the selection committee by31 January 2025 , then please assume that your application has been unsuccessful.
The University is committed to equality of opportunity.#J-18808-Ljbffr