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Form of work
SalaryRole: Marketing Manager (HW Online)
Grade and Salary: Grade 7, £36,023 - £44,263 per annum
FTE and working pattern: 1 FTE, 35hrs per week, Monday : Friday
Holiday Entitlement: 33 days annual leave plus 9 buildings closed days (and Christmas Eve when it falls on a weekday)
Purpose of Role
We are investing in our online provision to build on our track-record of delivering transformative education. The Marketing Manager plays a key role in this exciting work. You'll be working collaboratively as part of a dynamic team of passionate, mission-driven individuals across recruitment, marketing, digital education, partnerships, and project management.
The Marketing Manager (Heriot-Watt Online) holds responsibility and accountability for shaping and delivering effective marketing strategies and plans for Heriot-Watt Online, which will deliver against student recruitment objectives.
HWOL's programmes are global in nature, recruiting participants from across the world, meaning there is a strong focus on digital marketing and managing global campaigns. We compete with leading universities and business schools across the globe to reach this audience, and our marketing must be sufficiently creative, engaging and data driven to stand out from the crowd.
Key Duties & Responsibilities
The Marketing Manager will be allocated a portfolio of Heriot-Watt Online programmes, with responsibility and accountability for:
Planning, insight, and strategy
- Leading the planning, delivery and evaluation of data-driven multi-media marketing campaigns that support student recruitment and brand marketing objectives, including promotional activities across a wide range of channel mix including PPC, website, video, content marketing via social media and blogs, PR and media relations, events and email marketing
- Managing allocated budget and regularly conducting a thorough analysis of ROI to help inform spend and strategy for subsequent years
- Creating and managing an annual marketing plan and set activities and targets aligned with the overall Heriot-Watt Online marketing strategy
- Setting and monitoring KPIs, and providing regular progress reports to internal stakeholders Acting as product expert
- : providing insights into student recruitment trends, key territory market behaviours, HE marketing practices and key competitor activities
- Providing insight on student recruitment performance across markets and highlighting areas of change
- Identifying and testing new marketing opportunities which are cost effective and manageable within available resource
- Maintaining an awareness of the external context the HWU Online programmes operate in, providing insight on competitor activity and market trends to inform strategy
- Proactively sharing insights and learnings within the HWU Online team and wider University to inform the strategy and execution of broader marketing activity
Stakeholder management and relationship building
- Manging the relationship with assigned marketing agencies and partners, acting as the main point of contact for the development and management of digital activity for reporting to key stakeholders
- Representing Heriot-Watt Online at key stakeholder meetings, committees and academic platforms
- Initiating and maintain strong relationships with colleagues within MRAC, taking a proactive approach to ensure activity is coordinated and opportunities for joint working are exploited
- Building close working relationships with relevant academics to facilitate the development of effective marketing
- Develop feedback loops and collaborate with the Student Recruitment and Prospect Experience and Conversion teams to ensure a coherent consumer journey and consistency in student facing communications and collateral
- Work with the content marketing officer to design and execute organic and content marketing strategies
- Have a working knowledge of SEO principles to inform organic marketing strategies
- Develop clear and precise briefs to guide the development of collateral by external agencies and internal teams
Brand, events, and digital marketing
- Proactively identifying new marketing channels to diversify the marketing strategy
- Using a data-driven approach, undertaking targeting and segmentation of prospect audience
- Promoting brand presence through social networking sites, online media and tools and providing analysis and intelligence on perception and impact to prospective students
- Ensuring the Heriot-Watt and Edinburgh Business School brand identities and Heriot-Watt online messaging are conveyed effectively and consistently across all communications
- Working closely with the Recruitment Team on guiding their tactics and activity plans
- Organise and direct exciting innovative events (both on-campus and online) for prospective, current, and past HWU Online students as well as proposing new ideas to engage with our key segments and audiences.
- Review and approve all marketing material to ensure they meet the required standards, and align with campaign goals, audience, and brand guidelines
- Use Google Analytics to develop actionable insights to inform marketing strategies
Communications and engagement
- Establish a communications schedule, content plan, and engagement strategy for future, current and past learners in conjunction with the Content Marketing Officer
- Develop an awareness of consumer personas to craft marketing messaging and guide communications and targeting strategies
- Work within two CRM systems to create audience segments and deliver targeted and effective communications at various point in the consumer journey
- Ensure ongoing compliance of all activity with internal and statutory requirements, including Heriot-Watt brand guidelines and GDPR
Essential & Desirable Criteria
Essential
- Experience of planning and implementing targeted marketing and communications campaigns.
- Proven experience of operating effectively at a managerial level in a marketing or student recruitment role.
- Knowledge of current and upcoming digital marketing trends with experience of using digital channels to reach and connect with markets.
- Experience of analysing data (both quantitative and qualitative) from a wide range of information sources and drawing up market intelligence reports and marketing and communications plans.
- Relevant experience of digital analytics, coupled with experience of managing web optimisation projects.
- Experience of working with external agencies and/or partners (e.g. Online Programme Managers)
- Knowledge and experience of utilising CRM and CMS systems.
- Extensive experience of copywriting and editing for different audiences/media and exceptional proof-reading skills.
- Experience of budget management.
- Working with international colleagues and clients, and understanding cultural variances and norms
Desirable
- Experience and/or knowledge of the online education/edtech market
- Significant working experience in a globally orientated marketing role
- Professional Qualification or membership of Professional body e.g. CIM
- Experience of video generation within a marketing context (including films and infographics)
- Previous experience of brand development and/or brand management
- Experience of designing and delivering events that contribute to the strategic goals of an organisation.
Knowledge, Skills & Experience
- Ability and willingness to learn new digital skills and capabilities appropriate to your role and how it evolves
- Understand and adhere to information security practices particularly as it relates to personal or sensitive information
- Maintain awareness of my own digital wellbeing by being mindful of the length of time spent at a screen and the impact on mental and physical health in using digital technologies.
How to Apply
Applications can be submitted up to midnight (UK time) on Tuesday 23 rd April 2024.
Please submit your CV via the Heriot-Watt on-line recruitment.
We welcome and will consider flexible working patterns e.g., part-time working and job share options.
Heriot-Watt University is committed to securing equality of opportunity in employment and to the creation of an environment in which individuals are selected, trained, promoted, appraised, and otherwise treated on the sole basis of their relevant merits and abilities. Equality and diversity are all about maximising potential and creating a culture of inclusion for all.
Heriot-Watt University values diversity across our university community and welcomes applications from all sectors of society, particularly from underrepresented groups. For more information, please see our website https://www.hw.ac.uk/uk/services/equality-diversity.htm and also our award-winning work in Disability Inclusive Science Careers https://disc.hw.ac.uk/ .
Use our total rewards calculator: https://www.hw.ac.uk/about/work/total-rewards-calculator.htm to see the value of benefits provided by Heriot-Watt University.
About the Team
With a history dating back to 1821, Heriot-Watt University has established a reputation for world-class teaching and practical, leading-edge research, which has made it one of the top UK universities for business and industry. We are global leaders in online learning with over 30 years of experience in delivering distance education. Today our Heriot-Watt Online team powers digital education programmes which span the fields of business, engineering, and energy and that are accessible, flexible and industry aligned : meeting our learners where they are and empowering them to make a real impact in the world and workplace. Heriot-Watt University is also Scotland's most international University, boasting a large international student cohort. There are currently 8,500 students from 160 countries studying our online programmes, representing around one third of the university's overall student body.
About Heriot-Watt University
Heriot-Watt University has established a reputation for world-class teaching and leading-edge, relevant research, which has made it one of the top UK universities for innovation, business, and industry.
Heriot-Watt University has five campuses: three in the UK (Edinburgh, Scottish Borders, and Orkney), one in Dubai and one in Malaysia. The University offers a highly distinctive range of degree programmes in the specialist areas of science, engineering, design, business, and languages. Heriot-Watt is also Scotland's most international university, boasting the largest international student cohort.
At Heriot Watt we are passionate about our values and look to them to connect our people globally and to help us collaborate and celebrate our success through working together. Our research programmes can deliver real world impact which is achieved through the diversity of our international community and the recognition of creative talent that connects our global team.
Our flourishing community will give you the freedom to challenge and to bring your enterprising mind and to help our partners with solutions that can be applied now and in the future. Join us and Heriot Watt will provide you with a platform to thrive and work in a way that also helps you live your life in balance with well-being and inclusiveness at the heart of our global community.
