Head of Marketing

Job DescriptionHead of Marketing Full – time, Permanent £39,291 - £43,130 Per annum 37 hours per week 36 days per year plus statutory bank holidays Local Government Pension Scheme (LGPS)Job Purpose• To lead on the development and alignment of targeted marketing campaigns to achieve marketing objectives and growth in student recruitment targets in a focused and systematic way, ensuring that appropriate market insight is undertaken to inform the planning process.• To enhance the Group’s brands (Middlesbrough College, Northern Skills and TTE) through the development and maintenance of a clear set of key USPs and messages. • To deliver a range of high-quality events for learners, staff and stakeholders.• Lead and develop members of staff in the Marketing Team.Strategic ObjectivesTo actively contribute to the Strategic Plan and in particular the ambition to become an outstanding provider of education and training.• To hold and actively demonstrate the Core Values in all that you doo Aim Higho Work Hardo Take Responsibilityo Do What’s Righto Respect Otherso Challenge Yourselfo Take Pride• To commit to the Safeguarding Policy and promote a safe environment for children, young people and vulnerable adults within the CollegePostholder ResponsibilitiesPlan, co-ordinate and implement annual campaign plans for all key target audiences (school leavers, adults, higher education, apprenticeships) in line with marketing objectives in order to achieve student recruitment targets, ensuring market research is undertaken.Work with the Marketing Team and colleagues across the College to develop overarching messaging for the various campaigns, outlining the objectives and target audiences as well as development of the tactical plan to determine how and where this messaging will be communicated.Support the development and delivery of the Group’s Public Relations strategy, ensuring optimised promotion of successes and positive brand reinforcement across all stakeholder groups. Support the Executive Director of Marketing, Communications and PR with crisis communications, should they arise.Ensure that the application of the Group’s brands are consistent across all media including social media, print, digital and other formats and that all materials are fully proofread and signed off before release.Project manage the production and delivery of recruitment focused prospectuses and marketing collateral identifying best format and channels.Lead the development and delivery of new marketing initiatives and projects aligned to the Group’s strategic objectives.Lead on the delivery and implementation of business-to-business marketing activities.Where in-house resource is insufficient, brief external agencies including creative and digital agencies, where appropriate to deliver campaign activity against objectives. Managing the briefing, performance and reporting to ensure objectives are achieved.Book media with the College’s media buyers as required and ensure that value for money is achieved.Use insight from campaign and marketing activities to ensure that communications are clear, engaging and delivered in formats and through channels that are most audience appropriate.Line manage the Marketing Officers to ensure market research is carried out, cross college relationships with curriculum and business support areas are strong and that the generate high quality and timely campaigns and work. Ensure the marketing team continue to grow the Group’s social media sites and that the sites are effective, current and engaging. Lead the Graphic Design Team to ensure that the production of materials is planned, timely and that the Group’s brands are delivered consistently across a range of platforms and that the messaging is succinct, engaging, tailored and targeted in line with the College’s key messages.Lead the Website team to ensure the Group’s websites are up to date, appealing to their target audiences and are fully compliant to all regulations.Managed the marketing team’s use of electronic mail systems and the Group’s business to business CRM tool.Demonstrate good practice line management and be a good role model to the team, ensuring that all relevant people management policies are implemented, including engagement with the annual appraisal process. Work with the Admissions and Schools Team Leaders to share information to collectively work to achievement of student recruitment targets.Lead on the planning and organisation of marketing events including business to business to promote courses, commercial training and apprenticeships. Work with the Executive Director of Marketing, Communications and PR to develop a working policy for the use of AI within Marketing and encourage team members to undertake training and implement the use of agreed AI tools. Advise and provide support to the Executive Director of Marketing, Communications and PR on the development and implementation of robust marketing planning processes and the College marketing strategy. Deputising when required.Represent the Marketing Team at College and external events and take an active role on the College’s General Management Team events.22. Deliver regular reports on marketing activities carried out each month and the impact on student recruitment, suggestion improvements.General Responsibilities 1. To perform general office administration tasks as required.2. To ensure completion of agreed projects and training objectives as agreed with the Executive Director of Marketing, Communications and PR.3. To actively show a commitment to the Marketing Strategy.4. To ensure that all information is secured, used and maintained in line with internal and external standards including ensuring that confidential information is processed in line with the Data Protection Act, GDPR and College policies.5. To show an active commitment to Middlesbrough College’s Equality and Diversity Policy, Quality Frameworks and Health and Safety Procedure.6. To actively participate in continuous professional development including the introduction of new technologies.7. To carry out such other appropriate duties commensurate with your skills, knowledge and experience.8. The College may, in consultation with you, need to vary these duties from time to time to respond to the changing requirements of the College.Qualifications· Grade C or above in maths and English (or equivalent).· A relevant degree or CIM Diploma / Post Graduate Diploma in Marketing / Digital Marketing.· A commitment to undertake any mandatory training relevant to the role.Knowledge & Skills· Demonstrable experience of campaign planning and execution.· Demonstrable experience of multi-channel marketing including CRM, web and social media.· Working knowledge of Google Analytics and Google AdWords.· Experience of leading, managing and motivating a team to internal and external professional standards.· Experience of brand management.· Demonstrate excellent writing, editing and proofreading skills.· Experience of managing good quality, responsive and cost-effective services from external suppliers and agencies.· A proven track record of successfully managing and delivering projects within a medium to large organisation.· Demonstrate the ability to work effectively as a member of a team, to high professional standards and tight deadlines.· Experience of reporting on campaign effectiveness and making recommendations for improvement.· Experience of drafting formal documents and communications including reports, presentations and letters to target audiences.· A knowledge of the Education sector.· Experience of developing content strategy.· Confident and effective in communicating with people at all levels, building effective relationships.· Highly effective planning and organisation skills.· Ability to effectively deliver a range of priorities and challenging. workloads by maintaining focus on agreed objectives and deliverables.· Able to work evenings and occasional weekends as required for events.· Clean driving licence.
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