HADLOW COLLEGE
JOB DESCRIPTION
Post Title: Group Marketing Manager
Grade: Head 3
Department: Marketing
Division: Support
Working Hours: Full Time – Permanent
Main Purpose: The post holder’s main responsibility will be: To manage the daily marketing activities of the organisation to meet the objectives of the marketing strategy. This will include maintaining and further developing both Hadlow and West Kent and Ashford College brands and profiles internally within the
organisation and externally, ensuring all communication mechanisms are effective and consistent.
To manage the colleges’ social media and online interactions with customers and delivering marketing campaigns and events to plan and within budget. In addition, the post holder will work directly with the Curriculum Leadership and Group Head Business
Development Manager on identifying and delivering new business development opportunities.
Main duties and responsibilities
Manage all internal & external marketing for the college and activities within the marketing department in line with agreed plans and strategic direction
Oversee the college marketing budget and be responsible for delivering marketing key performance indicators.
Work with the Group Head, Business Development to identify and implement new business opportunities to enable the college to meet learner and income targets Conduct & evaluate market research for 16-18, Adult 19+, Apprenticeships and Higher Education Provision to inform marketing strategies and approach
Aid in planning & implementing events and promotional campaigns
Monitor learner application numbers across all college provision and align marketing activities to achieve targets
Using analytics to evaluate and continuously improve return on investment on all platforms and marketing media
Identify and develop customer segmentation strategies to increase engagement and retention and to get the right message to the right person at the right time
Monitor competition and continually adapt plans to grow local market share and brand awareness
Ensure all marketing contracts are fit for purpose, cost effective and provide the necessary return on investment
Plan and co-ordinate a school’s liaison programme including information days Plan and co-ordinate school’s information days
Ensure all college marketing graphics including all sales and marketing materials such as prospectuses, online banners and branded materials meet the college brand guidelines and provide the desired outcome
Work efficiently and effectively with departments throughout the organisation to deliver marketing plan
Communications
Implement communications plans to increase brand awareness and recognition for the college
Develop relationships with key media & college stakeholders to secure and grow media coverage both online and offline
Approve all marketing material including digital in line with marketing plans prior to publication
Monitor press stories relating to the college and its brand and maximise opportunities for positive PR
Digital Marketing and Social Media
Deliver and contribute to the college digital marketing plan
Ensure consistent website content and continually improve the usability, content and design of the website
Develop the integrated online strategy with wider college marketing plans Enhance e-commerce by increasing web visibility and traffic
Use Pay Per Click (PPC), Search Engine Optimisation (SEO), email campaigns, blogs, forums and other social media channels to continually improve college brand and awareness as well as driving increased traffic and applications
Utilise analytics and measure return on investment to drive market activities Manage online brand and product campaigns to raise brand awareness Email Marketing
Manage and analyse the college email campaigns and communicate college brand through email marketing
Segment customer database and implement remarketing strategies
Work closely with the Group Head, Business Development to develop a clear CRM strategy to expand the College's portfolio of professional development courses, both full cost recovery and hybrid
General
To implement the College’s Equal Opportunities Policy at all times ensuring that the areas of responsibility contribute to the implementation of the College’s objectives for Equal Opportunities.
To ensure that College Health and Safety policies are implemented and that staff and students are fully informed.
To participate in the College Appraisal, Personal Action and Development Planning programme ensuring outcomes are reflected in the College Staff Development Plan.
Maintain and develop links with industrial, professional and educational contacts to promote the work of the College through partnerships, and maximise opportunities for students.
Responsibility for the College promotional / marketing activities including attendance at careers events when appropriate.
Play an active role as a member of the staff team, liaising with College staff as appropriate to ensure the effective use of College resources to achieve its mission, and to ensure the smooth and effective operation of the College.
To undertake such other duties as may reasonably be required of the postholder. Equal Opportunities Statement:
Hadlow and West Kent and Ashford Colleges have a strong commitment to working towards the achievement of equality of opportunity in both service delivery and employment. The College's mission statement and strategic objectives directly support these aims. All employees are required to actively support and implement the College's Equal Opportunities Policies.
The post-holder will be required to undertake such duties as may reasonably be expected. All members of staff are expected to be professional, co-operative and flexible within the needs of the post, the department and the College.
Job Descriptions should be reviewed and updated during the line management meeting to ensure that they are an accurate representation of the post.
Signed………. Date………
HADLOW COLLEGE
PERSON SPECIFICATION
Post title: Group Marketing Manager
Grade: Head 3
Essential Desirable
Qualifications
Relevant degree or equivalent level qualification x
Level 2 English and Maths (or equivalent) or commitment to gaining with 24 months of commencement of employment
x
Management qualification x
Experience & Knowledge
Significant marketing experience with particular emphasis on leading and motivating a team
x Significant experience in a marketing management role. x Proven record of accomplishment of achieving business development targets.
x In-depth knowledge & experience working with all
functions within a marketing department.
x Substantial knowledge & experience of digital marketing and delivering digital marketing campaigns.
x Experience working in a management role within the
Further Education sector.
x
Skills & Abilities
Suitability and motivation to work with children and vulnerable adults.
x Excellent command of Grammar, spelling and
punctuation
x
Demonstrate an assertive approach when necessary. x
Work under time constraints to meet tight deadlines. x
Manage the performance of the team, department and budgets.
x Work with a range of departments across the
organisation to successfully deliver marketing projects. x
Work with a range of quality management systems x
Demonstrate initiative and flexibility. x
Experienced at using a range of IT software including Microsoft Office.
x
Experienced using CRM & CMS systems. x
Understanding of equal opportunities issues in an educational context
x Understanding of safeguarding in an educational
context
