BIRMINGHAM CITY UNIVERSITY
FACULTY: ARTS, DESIGN AND MEDIA
JOB DESCRIPTION
JOB TITLE
REF NO
SALARY
LOCATION
RESPONSIBLE TO
ACCOUNTABLE TO
Digital Marketing Manager
JOB PURPOSE
Support the development of the Faculty of Arts, Design
and Media digital marketing strategy and manage and
implement an online and social media tactical plan,
integrating with the University’s Digital Communications
Strategy.
ORGANISATIONAL CHART
DIMENSIONS
SO2
Parkside
Associate Dean for Academic Development and Marketing
Executive Dean
See attached.
Factors that help to define the job context:
Operational – Range & type of services provided.
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Assist with the development and delivery of the Faculty
marketing and communication plan and the corporate
Digital Communications Strategy.
Be the web content lead for Faculty websites, ensuring
editorial guidelines are adhered to, working with the
Corporate Web Content Editor and Faculty Marketing
Officers.
Drawing insight from data to aid decision making for
strategy and for budget allocation
Act as a ‘social media evangelist’; providing supportive
consultancy across the Faculty in the use of digital
tools (such as social media, web apps and blogs) to
help staff members contribute towards business goals.
Produce consistent and engaging (SMO) content on
social media channels with measurable audience
growth.
Manage the social media delivery strategy within the
Faculty, delegating responsibility to staff where
necessary, and improving engagement through the
integration of user-generated content.
Negotiate and commission production of digital
advertising materials and placed adverts with
advertisers and digital agencies
Use data analytics to optimise online user-experience,
to meet business goals and improve efficiency of
marketing spend.
Provide attribution reports, measuring success of
online and offline marketing campaigns.
Identify key influencers, digital conversations and
trends and develop relationships, as well as helping
the Marketing and Communications department to
identify key personnel in ADM
To have strong communication skills and be able to
articulate expert opinion at appropriate forums within
the organisation, providing advice, guidance and,
where appropriate, training and coaching to senior
members of staff within the University.
Financial – Grants & Contracts, Earned income
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Oversee and allocate digital marketing budget spend
within the Faculty according to business need and
parameters.
As a purchase cardholder, responsible for managing
PPC and native advertising spend.
Staff / affecting staff
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PRINCIPLE ACCOUNTABILITIES
Will oversee marketing intern/s and student opportunity
staff team
Will work alongside Faculty marketing and central
marketing team.
Provide co-ordinated training, teaching and mentoring
to senior staff and students within the University in the
use of digital communication and marketing tools
Describe the key outputs of the job – what must the
jobholder achieve?
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PLANNING AND ORGANISING
To improve the student course application and
conversion rates throughout the Faculty.
 To improve social media reach and engagement rates
across Faculty communication channels.
 To drive greater levels of traffic to the Faculty
websites, measurable using data analytics.
 To deliver and meet the outputs outlined in the Faculty
content strategy plan and help deliver items in the
corporate Digital Communications Strategy
 To help improve attendance and visibility of Faculty
events.
 To network and attend events to promote the courses
and programmes.
 To manage the analytic and attribution reporting for
online marketing
 To manage a fixed monthly budget for online / cross
platform marketing
 To manage relevant forums and networks
Define any requirements for planning & organising in
the job. This might be direct planning or the allocation
& use of resources.
Will need to:
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Work with senior management to plan the digital
strategy for Faculty.
Work with the Marketing and Communications
department to support corporate activity.
Work with the Corporate Web Team to plan and
appropriately structure new semi-external Faculty
websites and major overhauls of existing content.
Plan targeted digital marketing campaigns.
Organise team workload to ensure staff time is
managed accordingly.
Plan and optimise user-journeys to pre and post
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DECISION MAKING
Detail the decision-making parameters and the
contribution to decision making made by the jobholder
and others.
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INTERNAL AND EXTERNAL
RELATIONSHIPS
application.
Develop content and social media strategies for the
Faculty’s schools.
Plan the allocation of Faculty digital marketing spend
according to business need.
Contribute to developing marketing and
communication plan
Integrate social media feeds to produce analytical
reports for marketing and senior management
Can make budgetary decisions on marketing spend
allocation within set guidelines.
Can suggest website development to the Corporate
Web Team based on user-experience and data.
Can make strategic decisions on online recruitment
strategy for the Faculty in line with faculty plans.
Can make decisions on digital communications
strategy across the Faculty.
Can make editorial decisions related to copy, web
content and status updates
Can make informed decisions related to key words
Can generate tasks / briefs and allocate workload for
the student opportunity team.
Can problems solve and respond quickly to comments
and know when to refer issues to senior management
Will develop strong links with press, web editors and media
specialists or bloggers.
Will develop and maintain good relations with other media
related teams including Marketing and Communications
team, IT and International Office.
Will develop good, supportive relationships with senior staff
across the University to improve its digital efficacy.
SPECIAL CONDITIONS
Some evening and weekend work will be required and the
post-holder may be required to work away from home to
cover events. The marketing team are required to support
Open Day and Clearing, so restrictions are in place relating
to the booking of holiday during mid-August and other key
days of the year.
Other
Uphold and promote the University’s core values of
Excellence, People Focused, Partnership Working,
Fairness and Integrity. These values define the principles
of how we work together with our staff, students and
partners.