Job Title
Line Manager
Direct Reports
Location
Date Created
Marketing Executive
Marketing Manager – Professionals and Seniors
N/A
Wimbledon
Job purpose
To effectively deliver integrated marketing campaigns to HR/L&D
professionals and seniors in order to acquire and retain customers
across all CIPD products, including membership.
Key accountabilities
1
To support the Marketing Manager in developing and executing marketing plans to
HR/L&D professionals and seniors. All campaigns must be delivered on time and within
budget, as well as ensuring that they deliver against the agreed targets for each CIPD
business area.
2
To project manage the delivery of multi-channel marketing campaigns that make
effective use of all available channels (internal and external), with particular emphasis
on direct and digital marketing.
3
To support the Marketing Manager track progress of all campaigns and income against
target and to execute corrective / additional marketing activities as and when
necessary. To also be aware of the effectiveness of marketing spend and to ensure ROI
is maximised.
4
Working with the Data Insights team to identify and select target groups across the
HR/L&D professionals and seniors segment, ensuring the right groups are targeted for
each campaign in order to meet business objectives. To also work with the Data Insights
team to understand the characteristics of the audience segment.
5
To work with the Marketing Performance team to analyse the effectiveness of
marketing campaigns by channel and activity and to use the insights gained to inform
the delivery of future marketing campaigns. To work with the Marketing Performance
team to test marketing campaigns / messages across all channels in order to improve
response rates.
6
To work with the Design team to ensure that all marketing materials are consistent,
relevant, timely and cost-effective and meet the needs of the customer. To also ensure
that all materials produced conform to the CIPD’s brand guidelines.
7
To develop marketing copy (on and offline) that clearly communicates the key
marketing messages to the relevant target groups. All copy developed must be tailored
to audience and compliment the marketing channel selected.
8
To support the development of relevant web areas / e-commerce platforms by
ensuring content is up-to-date and the area is being effectively used to meet campaign
/ business objectives.
9
To ensure the latest technologies are understand and fully optimised in order to
improve campaign performance. To also provide feedback and guidance on where
technologies / platforms restrict campaign performance.
10
To work with the wider marketing team to co-ordinate incoming campaign requests
and to ensure that a fully integrated approach is adopted for all segment groups. To
also work with the Marketing Performance team to ensure that campaigns are
scheduled accordingly to meet wider business objectives.
11
To ensure that the Marketing teams, including Marketing Account Managers are
continually kept up-to-date on the progress of marketing campaigns. To also ensure
that internal stakeholders such as the Contact Centre, Regional offices and branch
networks fully understand the campaign objectives and support accordingly.
Knowledge, qualifications and experience
Qualifications

Of graduate calibre or equivalent with a relevant business and/or marketing
qualification, such as the CIM Postgraduate Diploma in Marketing.
Experience






Successful track record in marketing
Practical understanding of planning and delivering integrated marketing campaigns
Ability to coordinate and manage multiple projects simultaneously
Negotiating skills
Budget management
Previous experience at a membership organisation
Knowledge





Multi-channel marketing knowledge is essential
Knowledge of all the elements of the marketing mix
Strong project management, planning and organisational skills
Business acumen
Familiar with latest marketing techniques and practices
Note: This job profile is aimed at describing the core output that should be achieved in this
role. It is not intended to include specific tasks, temporary activities or projects. This generic
approach in writing overall purpose and accountabilities supports focus on key outputs and
flexibility in a changing context. Specific results to deliver each year in your role based on your
job profile are listed in your individual objectives.
You are required to demonstrate appropriate levels of competence and behaviours against
CIPD’s values and core competencies. Full details of our values and competencies are listed
on our website: http://www.cipd.co.uk/cipd-hr-profession/jobs/living-our-values.aspx