IMPERIAL COLLEGE LONDON
BUSINESS SCHOOL
JOB DESCRIPTION
Job title:
Director of External Relations
Faculty:
Imperial College Business School
Grade:
Level 6 Professional Services
Location:
South Kensington Campus
Working hours:
Not normally less than 35 hours per week
Open / fixed term:
Permanent
Reporting to:
Principal, Imperial College Business School
Manages:
Marketing Communications including digital media and press
Alumni Relations
Events Management
See organisation charts below
Job purpose:
To transform the Imperial College Business School brand proposition
to meet the needs of key stakeholders and deliver revenue growth.
Through integrated management of external relations, to drive growth
in programmes, research, executive education and alumni by
delivering interest and action from key stakeholders. To develop data
driven, focused market engagement plans across programmes,
research and executive education. To drive return on investment
through efficient student acquisition, new product introduction and
pricing strategy.
Context
Marketing Communications is a vital functional area of critical strategic importance. Its
marketing and admissions functions deliver around 800 student places accounting for over
£12M of gross income, by far the Business School’s biggest source of income. The
Business School has grown rapidly and significantly over the past few years. Its forward
Business Plan envisages further significant growth by 2013/14 in
o Programmes to £17.3M income and over 1300 students
o Research income from £6.1M to £7.6M
o Executive education revenue from £1.7M to £3.5M
The Director of External relations post was created to bring together the complementary
areas of marketing communications, alumni relations and events management, give them
dedicated professional representation for the first time at Management Board level and drive
this growth.
Key Responsibilities
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As a member of the Business School Management Board reporting to the Principal,
contribute to and take joint accountability for the development, communication and
delivery of the totality of the Business School vision and strategy
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Manage in an integrated way Business School external relations through all aspects
of marketing communications, alumni relations and events
Carry out international market, environmental and competitor analysis to inform
Business School strategy, plans and targets
Recruit, manage, motivate and develop a high performing team, building a culture
of market driven actions and responses focused on achieving targets which are
directly linked to delivery of the Business School strategy
Development and delivery of market engagement strategies to deliver growth in
programmes, research and executive education
Preparation and implementation of annual and five yearly market engagement plans
targeted at prospective and current students, alumni, business, research councils and
other funders, charities, employees, academics and the public
Deployment of marketing best practice to deliver measurable increase in brand value
targeted to the goals of the Business School’s five year plan. To include ensuring
brand and messaging integrity
Delivery of programme student admission targets in numbers and student calibre
Transformation of the student experience delivering end-to-end excellence through
to admission working closely with the College Registry team
Facilitate the attraction of top calibre faculty to enable growth and capability in
programmes, research and executive education
Segment alumni and drive targeted communication and initiatives to increase interest
in, engagement with and donations for the Business School
Develop and deliver an integrated events management programme and service in
support of the brand, programmes, research and executive education
Develop new communication channels, test and prove existing channels through
measurement
Develop and deliver the Business School digital marketing strategy, including
optimal use and user experience of web, increasing traffic volumes and experience
quality, Search Engine Optimisation
Develop and deliver the Business School’s media and press strategy and plans, in
order to maximise profile in target areas
Engage key internal stakeholders as part of plan development and ensure plans
achieve the goals of the Business School strategy
Identify strategic fit of key international markets and align plans and delivery
accordingly
Complete competitor analysis and benchmarking to determine the unique selling
proposition of the Business School and communicate to the market the key benefits
Transformation of the approach to market research to become the basis for all
market engagement recommendations and budget allocation
In a fact based way, feed into the Business school strategic planning process
integrated recommendations on product and offer portfolio and design,
admissions targets, fees, scholarships
Development of market based KPIs linked to revenue and efficiency targets.
Optimise the market engagement budget allocation across audiences, channels and
segments. Measure and evaluate Return on Investment to underpin resource
decisions
Develop a pricing strategy to optimise return on investment and future growth
Manage agency and other supplier relationships
Key Working Relationships (include but not limited to):
 Business School Principal, Deputy Principal, Director of Operations, Heads of Group,
Director of Executive Education, Research Director and Management teams
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Imperial College Directors and providers of services and support to the Business
School, including Communications & and Development, Corporate Partnerships,
Registry, Planning, International Office, Research Services, Research Office,
Commercial Services, ICT, HR and Finance
Current and potential research funders and partners
Current and potential Executive Education clients
As job descriptions cannot be exhaustive, the post-holder may be required to
undertake other duties which are broadly in line with above key responsibilities.
Imperial College is committed to equality of opportunity and of eliminating discrimination. All
employees are expected to adhere to the principles set out in the Equal Opportunities in
Employment Policy, Promoting Race Equality Policy and Disability Policy and all other
relevant guidance/ practice frameworks.
The postholder is expected to observe and comply with all College policies and regulations,
for example Health and Safety, Data Protection etc.
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Person specification
Director of External Relations, Imperial College Business School
Experience, skills and knowledge
Essential
1. Professionally qualified marketer, with a good degree and proven post qualification
experience managing recognised major international brands in a complex fast moving
environment
2. Proven achievements and international experience in developing and delivering
integrated external relations and brand strategy for at least two recognised major
international brands
3. Proven achievements and a track record of leading, developing and delivering
marketing strategies plans for at least two recognised major international brands
4. Proven track record in developing and delivering multiple channel strategies and
plans including direction and exploitation of digital media for at least two major
brands,
5. Pro-active individual, with strong networking, communication and presentation skills,
an enthusiastic team player but with ability to work independently and unsupervised.
Demonstrable experience of the ability to advise and influence the most senior staff in
major organisations and to present at Board level.
6. Proven ability to recruit, develop, manage and motivate a high performing team and
to plan and manage work schedules of others to ensure deadlines are met.
7. Proven ability to work under pressure on multiple priorities to demanding timescales
8. Proven ability in creative thinking, opportunity creation and problem solving, including
new product launch of products with international markets
9. Proven experience managing marketing agencies and other external service
providers and suppliers
Desirable
1. Direct experience at Management Board level in a complex, fast-moving business
with an international brand
2. Experience in a business school environment and / or in higher education
3. Experience in managing international alumni relations for a major organisation
4. Experience in managing marketing and corporate events and conferences for a major
organisation
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Organisation charts
Imperial College Business School Principal Suite Organisation Chart showing new Director of
External Relations post
Director of External Relations direct reports
(numbers of reporting staff in boxes below exclude manager)
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