Job Profile
Job Title
Marketing Platforms Manager
Line Manager
Head of Marketing
Direct Reports
Marketing Systems Manager
Database Platforms Manager
Location
Wimbledon
Job Purpose
This is a new role/team that is focussing on improving the marketing systems – databases
and marketing delivery platforms – acting as a business partner with IT and the new web
management team.
Key accountabilities
1
Write and own the long term (3 year) technology plan for marketing business systems.
Liaise with the ISS team to deliver technology development programmes and
successfully roll them out to the marketing team (in conjunction with the Senior
Marketing Services Manager) and broader business where necessary.
2
Build business cases for technology investment and present those to the web steering
group to win investment. Understand and scope business requirements and ROI and
translate those into technical requirements for the ISS team.
3
In conjunction with ISS and the Web team (where appropriate), write RFQ proposals to
address specific business needs, assess technology suppliers’ responses and make
reasoned selection choices.
4
Stay on top of the latest developments in marketing technology and advise on where
these could improve the CIPD’s marketing.
5
Significantly improve the efficiency of marketing processes by facilitating a long term
move from demographic driven marketing to behavioural/insight driven. Lead projects
to integrate platforms more closely and surface more data to the marketing teams and
systems.
6
Work with Marketing Performance Team to deliver extensive testing and improvement
processes that will increase marketing ROI.
7
Support the Senior Marketing Services Manager in driving down direct marketing costs
via digital platforms.
8
Plan the build out of marketing automation platform(s) to improve marketing efficiency,
reach and responsiveness.
9
Manage Marketing Systems Manager and Database Platforms Manager and support,
review and develop as required.
Job profile – Marketing Platforms Manager March 2014
Nature and scope
This is a brand new, highly technical role in a brand new team. The CIPD has a number of
systems that support marketing and the business, covering everything from user database
systems to email platforms to multi-variate testing systems. These range from newly
implemented, best-of-breed systems through to legacy, mostly deprecated ones.
The role will have the following short to medium term priorities:
 Simplification – There is an urgent requirement to examine the marketing platforms
where duplication exists and to define the work that needs to be done to assess the
functionality that still needs to be built in the new systems (and re-examine whether
it’s really required), put in place a plan to build that functionality and finally remove the
legacy platforms.
 Integration/Accessibility – There are multiple data repositories, some of which are
linked but others aren’t. In addition, many of the marketing delivery platforms aren’t
directly plugged into the data stores. Moving towards a SCV that is accessible in real
time by marketing delivery platforms (e.g. email, ad serving, MVT, analytics) as well
as looking at how content can be mapped into marketing segments is an important
part of where marketing systems will need to move.
 Migration – There are a number of ongoing projects to change from one platform to
another (e.g. email provider change, CMS migration, member database migration)
that require support from the marketing team to ensure data integrity and
consistency.
Beyond the priorities above, the long-term aim is to move the CIPD away from print DM
oriented marketing campaign process to a digital one.
This requires a significant
improvement in the data and marketing delivery platforms to enable this. The key challenges
are providing an integrated marketing environment based on a small number of core systems
that everyone can use.
The role of the Marketing Platforms Manager is the critical enabler of this significant shift in
marketing methodology. You will need to bring a real depth of understanding of modern
marketing solutions and extensive skills in running projects to integrate platforms.
Success will be measured through a combination of reducing direct marketing costs and an
increase in marketing effectiveness (ROI, CoA etc) alongside less tangible elements such as
improved responsiveness, more accurately targeted marketing, greater customer satisfaction
and improved customer engagement.
One of the most important responsibilities will be the creation and maintenance of a rolling 3year development plan that changes to meet new business requirements and to reflect new
and innovative technology developments. This plan will inform the CIPD’s overall technical
development programme and help set annual investment budgets.
The Marketing Platform Manager will sit on the Website Services Group which defines the
day-to-day work priorities and implements the CIPD’s technology strategy.
The Marketing Platforms Team will work very closely with the Marketing Services Team, Data
Insight Team, Web team and ISS team to build out detailed business requirements that take
into account the needs of the whole organisation and then to deliver on project briefs. This
will require a very close working relationship with the ISS team and the Marketing Platform
Manager must have experience of working in various development project methodologies
(waterfall, agile, sprint etc).
This is a role that bridges technical development and marketing so the Marketing Platform
Manager will be expected to sound knowledge of modern web technologies, development
environments and platforms (see below).
Job profile – Marketing Platforms Manager March 2014
Contacts
Internal
Marketing Services Team
Data Insight Team
ISS team(s)
Web team
Content team
Finance
Web Governance group
Membership Development team
Communities team
External
Technology suppliers
Branches
Centres
Esco
Dimensions
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Financial
n/a
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Staff
2 direct reports

Other
n/a
Knowledge, qualifications and experience
This role requires a degree qualified individual with experience of working as a Project
Manager in IT or Technical Project Manager or with extensive experience of specifying and
implementing marketing platforms
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Extensive experience of managing technology projects
In-depth understanding of systems integration
Experience of databases, analytics, marketing automation, CMSs, email, eCommerce
Technical skills must include: Javascript, HTML, webservices and APIs (custom and
open)
Detailed knowledge of how to collect and interpret business requirements and
translate those into technical specifications
Experience of supplier RFQ and selection processes
Ability to build a deliver a long-term technical development programme that’s aligned
with business strategy
The job holder is required to demonstrate appropriate levels of competence and behaviours
against CIPD’s values and core competencies.
Our values are: purposeful, agile, collaborative and expert.
Our core competencies are: business awareness and professional excellence; leading myself
and others; customer centric; problem solving and decision taking; building and maintaining
strong relationships; continuous improvement and innovation; and driven to deliver.
Full details of our values and competencies will be provided at induction.
Job profile – Marketing Platforms Manager March 2014