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 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 1 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 2 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. 3 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 4 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) 5