Head of Marketing in England

The key focus of the Head of Marketing is to lead, strategically develop, implement, track and optimise the RAU's marketing activity alongside the Student Recruitment Team to help achieve the agreed University recruitment targets. The role is specifically responsible for:

• Ensuring the RAU brand reflects the University Strategy in all internal and external marketing collateral and campaigns.
• Promoting the RAU brand and courses externally to deliver qualified leads and applications.
• Leading the creation and delivery of key University publications and events.
• Leading non-student recruitment marketing activity.
• Developing, planning and implementing the University's marketing strategy to raise awareness of the RAU and its courses, leading to student applications and enrolment.
• Developing, planning and implementing the University's marketing-focused digital strategy, securing feedback and endorsement from key stakeholders, including website and social media strategy.
• Providing strategic development of the RAU brand ensuring synergy across all touchpoints including advertising, printed material, website, and social media.
• Appointing, managing and briefing web, digital media, and design agencies to plan strategic developments across all channels.
• Planning and developing specific marketing campaigns to create and maintain high levels of customer engagement both in the UK and internationally.
• Measuring and reporting performance of all digital marketing campaigns against goals (ROI and KPIs).
• Taking responsibility for planning, developing and managing the CRM e-comms to enquirers and offer holders.
• Monitoring key performance and conversion trends and acting proactively to increase market segment.
• Identifying trends and insights, optimising spend and performance based on these insights.
• Applying strong analytical skills to evaluate end-to-end customer experience across multiple channels and customer touch points.
• Leading collaboration with a range of internal and external stakeholders to create marketing content optimised to specific audiences.
• Overseeing the updating of the University's website using Content Management Systems to ensure content is relevant and up-to-date.
• Ensuring all content adheres to relevant regulations and that the website is SEO optimised.
• Collaborating with External Relations and academic colleagues to develop new courses that will appeal to and attract students.
• Leading the delivery of marketing for Business Development areas, creating appropriate marketing plans to promote and drive revenue.
• Leading, developing and motivating a team of Marketing Officers, providing clear purpose, direction and line management.
• Keeping abreast of marketing trends and evaluating emerging technologies.
• Overseeing production of key publications in collaboration with relevant stakeholders.
• Supporting the delivery of key university events/campaigns.
• Providing marketing and brand guidance and support to fellow departments/business units.
• Responsible for the marketing budget forecasting, allocation and repurposing to drive cost efficiencies.

The University is committed to equality of opportunity. All staff are required to comply with current legislation, University policies and good practice guidance. All staff are required to act in a way that safeguards the health and wellbeing of children and vulnerable adults at all times. The post holder must be familiar with and adhere to appropriate safeguarding policies and guidance and participate in related mandatory/statutory training. Managers have a responsibility to ensure their team members understand their individual responsibilities with regard to safeguarding children and vulnerable adults. All staff are required to participate in the University appraisal process and should ensure they are familiar with the process and plan time to prepare for their appraisal. Following the appraisal, staff are expected to undertake any necessary learning and development and work towards the objectives that have been set. The University expects staff to attend any training designated as mandatory and to undertake learning and development activities to support their role. Managers must facilitate learning and development within their teams. It is a condition of employment that staff will not disclose any information obtained in the course of their duties other than to those entitled to receive it. The post holder must ensure that the confidentiality of personal data remains secure and that restricted information or highly restricted information to which they have access remains confidential during and after their employment at Royal Agricultural University. All staff must undergo appropriate data protection training as required. All absence from work must be reported in accordance with the University's absence procedures and recorded on iTrent. The University acknowledges its responsibility to provide a safe, smoke-free environment, to its employees, service users and visitors.

University Values:

• Collaborative – we believe in the power of working together.
• Open-Minded – we are receptive to new ideas and value the diversity of experiences and skills.
• Resourceful – we adopt creative approaches to achieve our goals while setting higher standards.
• Responsible – we take accountability for our actions working with integrity.
• Inclusive – we acknowledge the fundamental value and dignity of all individuals.

Qualifications:

• Educated to degree level or equivalent.
• Excellent IT and analytical skills, data-driven thinking and up-to-date with the latest trends and best practices in marketing and measurement.
• Demonstrable evidence of developing and implementing successful marketing strategies.
• Proven experience of managing staff with ability to motivate team members.
• Highly creative with experience in identifying target audiences and devising campaigns.
• Excellent communication, written and interpersonal skills.
• Experience in working with agencies to brief and manage creative advertising campaigns.
• Proven ability to work on own initiative and under pressure.
• Knowledge of complex stakeholder management.
• Excellent knowledge of website CMS platforms, accessibility and usability issues, SEO, as well as analytics tools.
• Working CRM experience in HE or customer journey environment.
• Knowledge of and experience in the Higher Education sector.