Job Description Job Title: Location: Reports To: Web Content Executive Manchester eCommerce Manager
Kaplan Kaplan UK provides professional training courses and study materials in accountancy, tax, law, leadership and professional development. Kaplan UK is part of Kaplan Inc, a global education company spanning dozens of countries, but primarily operating in the USA (head office), UK, China, Singapore and Australia. The Web Content Executive works within the Digital Team which is part of the Marketing Department. Role Purpose The purpose of the role is to assist the eCommerce Manager in driving the performance of all Kaplan websites (including kaplan.co.uk, financial.kaplan.co.uk, cimastudy.com, Kaplan Publishing and kaplan.my) focusing on online enrolments, revenue, customer experience and lead generation. The kaplan.co.uk website is currently going through an exciting period of redevelopment, which the Web Content Executive will be involved in. Responsibilities Content management and user experience  Create and optimise customer journeys, with specific regard to; o Landing pages with suitable calls to action and journey to conversion o Layout best practice o User experience  Write web copy and adapt written information to a digestible format to be used online.  Web page layouts and wireframes. Plan and structure information before briefing designers or building pages.  Respond to requests from around the business for small scale content updates to the Kaplan websites and make the updates using a CMS, while considering the effect on the overall online customer experience.  Web analytics. Consider metrics for analysis and how to measure and improve conversion rate. Relationships  Liaise with stakeholders. Ensure new training course products and marketing campaigns are represented correctly and effectively by speaking to relevant stakeholders around the business.  Brief the Design team and work with them and other stakeholders to achieve usable designs.  Work effectively with other members of the digital team to find solutions to problems and collaborate on larger projects. Page 1 of 3 Person Specification & Competencies Technical Experience & Capabilities: (In rough order of importance) 
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Extensive on‐site content creation experience (wireframing, copywriting, user experience, usability) Excellent written and verbal communication skills Ability to meet deadlines and plan own work effectively Ability to write basic HTML and a knowledge of the general capabilities of front‐end web languages (HTML, CSS, Javascript) Analytical thinker Attention to detail Commercial digital marketer with an understanding of how to drive revenue and increase conversion rate An understanding of web analytics and a basic understanding of Google Analytics Educated to degree level in a digital marketing or digital media discipline Competencies: A. Communication 
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Articulates a clear and compelling message Uses business communication skills and etiquette Influences, persuades and negotiates effectively Communicates assertively and with confidence Facilitates effective meetings B. Problem Solving and Execution 
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Plans and executes projects effectively Establishes standards and measurements Sets priorities Manages risks Holds self accountable for problems in own area of control C.
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Customer Focus
Assumes responsibility for solving customer problems Builds customer confidence Is committed to increasing customer satisfaction Is responsive to internal customers Solicits ideas and opinions from customers D. Results Focus  Accepts accountability  Overcomes obstacles  Prioritises tasks  Sets challenging goals  Targets and achieves results Kaplan UK is an equal opportunities employer and positively encourages applications from suitably qualified and eligible candidates regardless of sex, race, disability, age, sexual orientation, gender Page 2 of 3 reassignment, religion or belief, marital status, or pregnancy and maternity. If you require any adjustments or additional support within the recruitment process, please contact us directly. Page 3 of 3