JOB DESCRIPTION
Job Title:
Associate Director (Brand, Marketing & Advancement)
Grade:
Management grade 1
Service:
Student Recruitment and Marketing
Campus:
Docklands
Responsible to:
Director of Student Recruitment and Marketing
Responsible for:
Head of Design; Alumni Advancement Manager; CRM and
Conversion Manager; Insight Manager; International Marketing
Manager; Digital Marketing Manager; Copywriter; Corporate
Marketing Officer and associated teams.
JOB PURPOSE
The Associate Director will provide leadership, management and co-ordination of the
university brand, corporate marketing, insight, alumni and advancement functions.
The post-holder will lead on the development and repositioning of the university’s
brand, building brand awareness and perception locally, nationally and
internationally through strategically targeted marketing campaigns and relationship
building across all key stakeholder groups.
MAIN DUTIES AND RESPONSIBILITIES
1. To develop and manage the university's brand positioning (including all sub
brands and brand extensions) meeting annually agreed targets for increasing
brand awareness, perception, sentiment and association.
2. To lead on securing, protecting and leveraging the university's position as
East London's anchor university
3. To act, with the Director of Student Recruitment and Marketing, as the
University's brand guardian and advocate.
4. To lead on the provision of corporate and specialist marketing services to
other teams within the service and to the university’s academic schools and
services.
5. To lead on the development and implementation of a global alumni
advancement and fundraising strategy ensuring integration with other
corporate initiatives and maximising the value of the university’s lifelong
relationships with its graduates.
6. To lead on the development, management and continuous improvement of
sector leading customer service to prospective students benchmarking
against commercial standards to maximise satisfaction and conversion from
initial enquiry to enrolment.
7. To lead on the development, implementation, evaluation and ongoing
optimisation of multi-channel segmented conversion and nurture marketing
campaigns to optimise enrolment and maximise return on investment
8. To lead on the development, management and ongoing enhancement of the
CRM and marketing automation systems.
9. To lead and develop the university's in-house design, digital and UI/UX team
in the provision of compelling user tested websites, digital marketing and print
collateral.
10. To lead on the development and management of the university's external web
presence providing dynamic personalised, tailored and interactive online
experiences that exceed user expectations and enhance recruitment and
conversion
11. To develop and ensure the strategic use of marketing research, insight and
analysis to inform the development, evaluation and ongoing optimisation of all
activity in the service and the development and review of strategy.
12. To support the Director of Student Recruitment and Marketing in ongoing
horizon scanning and scenario planning to ensure the university's identifies
and exploits strengths and opportunities and manages and mitigates risks and
threats
13. To represent the University professionally and with integrity on relevant
internal and external committees and to UEL’s prospective markets.
14. To build effective positive relationships with other senior managers across the
University to increase knowledge exchange and co-operation, in the pursuit of
agreed recruitment objectives and priorities.
15. To manage associated budgets.
16. Work in accordance with UEL policies, including our Equality and Diversity
policy.
17. To undertake other duties as required by the Director of Student Recruitment
and Marketing and to deputise in his absence as relevant.
PERSON SPECIFICATION
Job Title:
Associate Director (Brand, Marketing & Advancement)
Grade:
Management grade 1
Service:
Student Recruitment and Marketing
Campus:
Docklands
EDUCATION, QUALIFICATIONS AND EXPERIENCE
Essential:

A good first degree (A)

Higher degree and/or professional qualification in, and/or substantial practical
knowledge of, strategic marketing, brand management or related discipline
(A)
KNOWLEDGE AND EXPERIENCE
Essential:

Experience in formulating and successfully executing organisational strategy
in relation to marketing and brand development or a closely related area.
(A/I/P)

Significant experience in brand management and positioning achieving
significant growth awareness and positively shaping perception. (A/I/P)

Experience of leading and managing staff and implementing organisational
and cultural change. (A/I/P)

Experience of developing, implementing and maintaining customer service
standards. (A/I/P)

Analytical skills, including the ability to commission and interpret market
research, and the statistical competence to analyse, interpret and
communicate relevant management information. (A/I)
LEADERSHIP
Essential:

Significant and demonstrable experience of leading and managing a team
including the development of talent to deliver the organisation’s strategy and
goals. (A/I)

Understands the complexities of large HE organisations and is able to
develop policy, initiate organisational change and implement vision. (A/I)
ENTRENUERSHIP
Essential:

Innovative and creative thinker who takes decisions based on a commercial
awareness in order to improve the overall status and performance of the
organisation. (A/I)
OTHER ESSENTIAL CRITERIA
Essential:

An excellent and persuasive communicator who is able to make decisions and
ensure implementation (A/I)

Commitment to and understanding of equal opportunity issues within a
diverse and multicultural environment (A/I)
Criteria tested by Key:
A = Application form
P = Presentation
C=Certification
R = Research papers
I = Interview
T = Test