Director of Marketing & Communications
WWW.UL.IE
DIRECTOR OF MARKETING & COMMUNICATIONS
University of Limerick
With over 13,000 students and 1,300 members of staff, the University of Limerick (UL) is an
energetic and enterprising institution with a proud record in innovation and excellence in
education, research and scholarship. The dynamic, entrepreneurial and pioneering values
which drive UL’s mission and strategy ensure that we capitalise on local, national and
international engagement and connectivity. We are renowned for providing an outstanding
student experience and conducting leading-edge research. Our commitment is to make a
difference by shaping the future through educating and empowering our students.
With the River Shannon as a unifying focal point, UL is situated on a superb riverside
campus of over 130 hectares. Outstanding recreational, cultural and sporting facilities further
enhance the campus’s exceptional learning and research environment.
Director of Marketing & Communications
The University of Limerick is seeking to appoint a Director of Marketing &
Communications. It is through the work of the Director of Marketing & Communications that
UL will be projected to our local, regional, national and international audiences as a
progressive, dynamic, research-led university.
Targeted stakeholders include prospective students, education and research sectors, business
and industry, and the public service. The Office of the Director of Marketing &
Communications will include responsibility for marketing the University; building and
maintaining effective relationships with relevant stakeholders; and enhancing the reputation
and profile of UL.
The Director of Marketing & Communications will be responsible for the following areas:
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Marketing
Communications
Branding
Supporting key business units
The aim of the Marketing & Communications function will be to ensure that UL focuses on
markets, consumers and end-to-end processes that maximise the University’s chances of
being chosen by prospective clients. Whilst the main focus of the position will be on
prospective student audiences, the function will also address a far wider range of
audiences/stakeholders and their synergistic relationships with a view to optimising the
University’s position and outcomes.
The Director of Marketing & Communications will build awareness, attract audiences and
promote the University as the preferred provider of services in a wide range of contexts, from
the delivery of programmes to securing research contracts. To support and guide this work,
the post holder will:
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Become the recognised and respected champion for marketing and communications
across the University
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Engage and align with business objectives and business performance optimisation,
including contributing to market scanning and forecasting and promoting businesscase-based developments
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Develop and implement integrated strategies, plans and operations to optimise the
University’s image, position, proposition and resultant short-term and long-term
returns
In delivering on this role, the marketing and communications function will be expected to
address both external markets and internal processes.
The Director of Marketing & Communications will be required to work closely with faculties
and divisions. In particular, the post holder will liaise with the Undergraduate Admissions
Office, the Graduate School, the Research Office, the International Education Division, the
Cooperative Education & Careers Division and the Office of the President to develop
marketing and branding initiatives that meet UL’s strategic objectives. The post holder will
also work closely with the Information Technology Division to enhance UL’s web, digital
media and communications profile.
Job Description
Terms and Conditions
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Title: Director of Marketing & Communications
Responsible for: marketing, communications, branding, and supporting key business
units
Location: University of Limerick
Division: Marketing & Communications
Reports to: Vice President Academic & Registrar
Salary: Competitive salary, commensurate with experience
Summary of Main Purpose of the Job
Reporting to the Vice President Academic & Registrar, the Director of Marketing &
Communications will provide leadership in the formulation, review and implementation of
the University’s strategy in relation to marketing, communications and branding and the
support of key business units.
The Executive Committee will support the Director of Marketing & Communications to
develop a dynamic marketing and communications function, which will include the
integration of existing resources. The post holder will promote interactions with relevant
external partners and stakeholders at local, regional, national and international levels. The
post holder will promote and encourage excellence in marketing, communications, branding
and recruitment and ensure that effective and responsive structures, services and information
systems are provided to support such functions.
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The post holder will play a key role in the overall leadership and strategic management of the
University and will be a member of Management Council.
Duties and Responsibilities
The overarching goal of the marketing and communications function will be to work with
client functions to develop integrated, coordinated plans. Specific responsibilities will include
strategic market planning, central marketing operations, communications/promotions
management, branding, student recruitment, supporting key business units and website/digital
work.
Strategic Market Planning
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Development and execution of clearly defined marketing strategies in a manner that
supports consistent business performance and enhances brand loyalty and awareness
Planning, organising, staffing and managing all University marketing functions to
achieve the objectives specified in the UL strategic plan
Market and consumer research and intelligence
Brand development, brand image and brand identity
Messaging strategies for brand/corporate and key market segments
With the growing commercialisation of higher education, there is a real need for
better market data, intelligence, consumer research and insight, competitor monitoring
and performance monitoring
Central Marketing Operations
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Content production and presentation
Conversion process management and CRM solutions
School and college liaison
Exhibitions, fairs and events
Leading the University’s marketing activities
Integrating marketing into the University’s business processes by formalising
structures for the provision of professional marketing advice and practical support
Communications/Promotions Management
The planning, production and management of all central marketing, communications and
branding outputs and the coordination of all local outputs to include:
 Advertising
 Print/publications
 PR and press relations
 Events
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Branding
The development of a salient brand is a desirable objective for a university. An effective
brand will win hearts as well as minds and will potentially enhance the University’s
reputation. Responsibilities in the area of branding will include:
 Defining a coherent UL identity
 Developing a more visible and readily identifiable UL brand
 Promoting consistency in the use of the UL brand in all communications emanating
from the University
Supporting Key Business Units
The Director of Marketing & Communications will support and work with key business units
to develop recruitment strategies to meet UL’s key strategic goals. The key business units
include but are not limited to:
 Office of the President
 Undergraduate student recruitment
 Postgraduate student recruitment
 EU and international student recruitment and development
 Business engagement and technology transfer functions
 Continuing professional education (CPE)
 Cooperative education
 Research communities
 University-to-business engagement and development
Where relevant, the above areas will include market segments such as mature students and
product-aligned activity such as CPE provision.
Website and Digital
UL’s online and digital presence is of critical importance and plays an increasingly pivotal
role in the University’s communications and service functions. Because the vast majority of
communications refer consumers to the University’s website, the content, performance and
usability of the site plays a crucial role in influencing consumers’ decisions. The planning,
production, coordination and management of all UL websites include:
 Optimising the use of the web as a marketing tool
 Website strategy and management
 Ensuring a consistent look and feel in all UL websites
 Develop and implement a UL-wide digital communications strategy
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Person Specification
CRITERIA
Qualifications
ESSENTIAL
A primary degree.
DESIRABLE
A relevant professional or
postgraduate qualification.
Knowledge and
experience
Track record of leadership in strategic
planning, marketing, communications,
branding and recruitment, including
internationalisation and media relations.
Knowledge and experience
and of working within the
higher education sector.
Demonstrable experience of creating a
vision and formulating strategy in a
complex environment with a record of
successfully implementing and delivering
such strategy.
Highly collaborative
leadership style.
Demonstrable track record of
helping organisations to
grow.
Demonstrable experience of dealing with
key stakeholders such as key business
units.
Significant leadership and management
experience at a senior level in a large
organisation.
An excellent understanding of brand
development, profile raising, the media
and communications.
The ability to demonstrate a high degree
of evaluative judgement together with a
high degree of creativity and flexibility.
The ability to develop work programmes
and objectives, develop new services and
seek out income-generating
opportunities.
A strong track record of effective
resource management.
Analytical and problem-solving skills.
Demonstrable experience and
achievement in a similar complex and
matrix oriented organisation.
Demonstrable experience of strategic
planning and operational integration;
market research and analysis.
Specific skills
Clear strategic thinking appropriate to the
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role of Director of Marketing &
Communications.
Highly developed and proven
communication and interpersonal skills
(written and oral) and the capability to be
a high-profile ambassador for the
University, nationally and internationally.
Effective interpersonal skills, including
influencing, persuasion, negotiating and
diplomacy skills.
The ability to build positive relationships
with colleagues in the University and key
external stakeholders.
Excellent political and business acumen.
Other:
Evidence of a commitment to the
promotion of equality and diversity.
A firm commitment to the development
of the University in the light of its vision,
mission and values.
The above description of the role, responsibilities and reporting structure is not intended to be
exclusive or restrictive. Duties may be added, withdrawn or changed by the Vice President
Academic & Registrar following consultation with the post holder.
Essential criteria are those without which a candidate would not be able to do the job.
Applicants who have not clearly demonstrated in their application that they possess the
essential requirements will normally be rejected at the shortlisting stage.
Desirable criteria are those that would be useful for the post holder to possess and will be
considered when more than one applicant meets the essential requirements.
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