Job Description Sales and Marketing Manager

Job Description

Reports to Chief Operations Officer (COO) and General Manager, Plassey Campus Centre Faculty/School/Department Campus Life Services Location University of Limerick

Section 1: Job Context

Background

Campus Life Services is a University company which manages the commercial facilities and services that contribute to campus and cultural life of the region. These include the provision of 2,700 student accommodation units, extensive catering and retail, the University Concert Hall and the University Sports Arena. A key activity for the company is to market the campus for conferences and events in particular for the summer season. Typical events include academic and corporate conferences, tailored corporate team building, social and sporting activities, sports tournaments, music, cultural and charity events, summer schools and events such as the Special Olympics National Games Event which was hosted for the second time in 2014 and more recently the World Medical Games held in 2015.

The Role

The Sales and Marketing Manager is a key role responsible for the development and growth of summer conference and event activity at University of Limerick. The appointee will take responsibility for the day to day sales and marketing function of the conference and events department through the development and implementation of targeted business plans to achieve the company’s strategic objectives for this important area of activity.

2. Key Accountabilities 1.1 Business Growth and Development

 Devise and implement a sales and marketing strategy to maximise performance of existing key market segments

 Devise and implement a sales and marketing strategy to stimulate business growth in new and developing segments

 Effectively promote the profile of the campus as a conference and events destination in the region at local, national and International levels.

 Profile the conference and events service within the University community to ensure that all opportunities for academic conferences and summer schools are exploited

 Relationship management both internally and externally

 Accurate forecasting of existing and new business

 Engage and promote an ethos of sound commercial decision making

 Effective reporting to the COO, General Manager and PCC Management Committee

 Development of the corporate conferencing activities including tailored corporate team building, social and sporting activities.

1.2 Services Marketing Management

 Develop and implement innovative services marketing activities and practices which aim to stimulate business growth and develop our profile as a leading conference and events destination

 Develop and execute an effective digital marketing strategy which includes on-going development of an interactive company website

 Develop and execute a PR and communications strategy which will compliment marketing activities and practices

 Creation and management of digital media working with creative agencies to develop digital assets such as graphics, display ads, online banners, digital and print brochures and all marketing material

 Management of marketing campaign tracking, measurement and communication

 Management and monitoring of the marketing budget

1.3 Sales Management

 Manage and develop the sales function

 Proactively manage lead generation activities to secure new opportunities

 Set ambitious sales targets for each market segment and develop sales strategies with the sales team to achieve their goals

 Ensure that sales activity is aligned with the commercial objectives of the department

 Monitor sales and margin performance regularly and adapt the sales strategy as required

 Develop a strong sales and entrepreneurial orientation in the team 1.4 Brand Development

 Consistent development and management of the brand identity

 Assist the General Manager to develop and present consistent brand messaging across all subsidiary companies at Plassey Campus Centre 1.5 Management Development

 To lead and motivate the existing sales management team

 Provide guidance and support to the team on approaches to gaining new business and achieving sales targets

 Contribute to the development of customer focus and quality management processes throughout the company of Campus Life Services

 Ensure the development of staff through training and opportunities to develop their knowledge of the business

3. Context

(In this section describe the background and operating environment of the post. 3a Key Working

Relationships & Contacts

 Managing the Conference and Events sales team on a daily basis

 Reporting to and working with the Senior Executive, Plassey Campus Centre

 Reporting to the Chief Operations Officer (COO), General Manager and the Plassey Campus Centre Management Committee

 Liaison with internal stakeholders - Academic departments - Catering operators - University Concert Hall - Irish World Academy - Irish Chamber Orchestra - UL Sport

- Corporate Affairs, UL

- University Departments (e.g. Buildings and Estates, International Education Division)

 Liaison with external Stakeholders

- Shannon Region Conference and Sports Bureau

- External agencies (Tourism authorities and conference operators) - Charity organisations, community groups

- Other Universities

- Business and commerce support networks - Press

3b Working

Environment/Special Circumstances

This role will require some evening, weekend work and overseas travel.

3c Job Boundaries The role holder will be expected to promote and adhere to the Campus Life Services published policies and procedures.

4. Dimensions Budget Staff Customer Operational Administrative

 Budget and financial management

 Lead and develop a driven sales team

 A strong customer focus required with a strong emphasis on anticipating clients’ needs and ensuring the best possible experience

 Ensure marketing and sales activity dovetails successfully with operations

 Cultivate a highly efficient/smart administrative function which enables a focused and entrepreneurial sales and marketing environment

Section 2: Knowledge, Qualifications, Skills, Experience & Competencies 5. Knowledge, Functional

Skills, Experience & Qualifications

Requirement – Note refer to Functional Competency Framework or Professional Standards for guidance. It is important to convey the level of knowledge that the job requires.

Essential/ Desirable

Knowledge

Excellent understanding of the conference and events sector, corporate events, tourism, sports tourism, marketing a unique destination Excellent knowledge of innovative services marketing strategies Knowledge of digital marketing which includes the operation and implementation of SEO, PPC campaigns and Google Analytics

Functional/Work-based Skills Excellent sales and marketing skills Strong sales team management skills

Ability to establish strong relationships at a senior level and effectively negotiate and influence key decision makers

Sound commercial acumen and understanding of the delivery of sustainable conference and events services

Excellent communication and interpersonal skills and have the ability to build a strong rapport with clients and demonstrate that their needs have been met

High standard of written skills to produce publicity material and reports Good project management and organisation skills

Ability to work cross functionally and influence stakeholders

Ability to exercise sound judgment, demonstrate high initiative and solve problems creatively

Ability to think on a strategic level and successfully bring subsidiary activities together to form the basis of a great conference and events destination experience

An ability to define and implement relevant information and customer relationship management systems so that meaningful KPIs can be developed, reported and acted on

Essential

Essential Essential

Essential Essential

Essential

Essential

Essential

Essential Essential Essential

Essential

Essential

Experience

5 years experience at senior management level in the conference and events/tourism/business sector or as a services marketing and sales professional in a relevant area

Experience in leading and managing a driven sales team

Proven track record of developing innovative services marketing strategies which achieve results

Qualifications

A third level qualification in business/marketing/services marketing. Other disciplines will be considered depending on work experience and ancillary qualifications Essential Essential Essential Desirable 6. Behavioural Competencies

Enablers of Success Level Comments

Customer Focus Ensures a strong customer focus orientation and consistently identifies and implements ways of improving the customer experience

5

Planning & Organising A planned, driven and focused approach to organising the activity for the department, proactive rather than reactive

5 Using Initiative, Achieving

Goals

Strong sales and entrepreneurial orientation with a focus on delivering an excellent customer experience and achieving revenue goals

5

Decision Making & Problem Solving

Solves problems creatively and in a proactive manner. Takes responsibility and is accountable for the activity of the department

5

Effective Communication Communicates persuasively at the highest levels with internal and external groups

5 Team & Collaborative

working

Leads and motivates a driven team, can manage cross functional teams which includes key stakeholders

5 Effective Networking and

Relationships

Develops strong internal and external relationships and is influential at all levels

5 Innovation & Creative

Thinking

Contributes to the strategic direction of the company. Will contribute innovative and creative ideas and strive for improvement

5

Change, Adaptability and Flexibility

Will respond constructively to change and know how to promote change in a proactive manner.

5 Leadership Leads by example at individual, team and peer level. Will guide

and communicate the company vision in the department and develop an entrepreneurial ethos to do the best job possible

5

Continuous Development Actively seeks opportunities to learn and develop 5 Thinking & Acting

Strategically

Contributes to the strategic development of the company and actively sets out to achieve strategic goals