Job description
Job title: International Marketing Manager
Status: Permanent, Full time, 40 hours per week
Team: Marketing
Reports to: Head of Marketing and Director of
International
Main Location: Greenwich/Greenford
Direct reports: None
Department: Marketing, Recruitment and
Admissions
Departmental budget holder: Yes
Position Purpose:
The key purposes of this role will be the definition and management of GSM London marketing activities
and communications with key external stakeholders and influencers, development of effective lead
generation tools and strategies and the development and provision of market and competitor insight to
support recruitment objectives.
Position accountabilities:
Accountability
Planning and
Strategy
Marketing Support
and Tactical
Implementation
Key activities

Working in conjunction with the Regional Teams produce an annual
integrated marketing plan covering all markets served by GSM London.

To be responsible for ongoing review, development and implementation
of the integrated marketing plan for international markets

Develop and implement a range of strategic international marketing
plans including an integrated communications plan and a web
development plan to support achievement of the International team
objectives.

Working closely with key stakeholders to develop and implement a
communications strategy to drive new international business and
develop direct sales, channel management, market management,
enquiry and applicant conversion. In addition to activities led by the
international team this will also involve integrating with and leveraging
GSM London’s online strategy and social media strategy.

To work closely with key stakeholders and the Marketing team to
develop and implement an online communications strategy to drive new
international business and develop direct sales, channel management,
market management, enquiry and applicant conversion. This will
include direct marketing, website and social media.

Lead generation and conversion: Using lead aggregators and on-line
tools develop leads and develop processes to optimise the conversion
of those leads to application stage. This will include defining how we
segment and engage with prospects and establishing the processes to
ensure they are channelled to the admissions and conversion teams in
International Marketing Manager Job Description September 2015 V3 final
Accountability
Key activities
the most effective way.
Reporting and
Insight
Other
Responsibilities and
Tasks

Working closely with the Marketing team to ensure that the wider
college marketing and communications plan is translated and
segmented appropriately internationally and that brand guidelines are
adhered to.

Working closely with the Regional Teams and Marketing and
Communications team to develop and implement highly effective sales
messages to support the College’s international recruitment goals. To
ensure that these messages are appropriately segmented by market,
target audience, campus, and channel.

To be responsible for the development and implementation of a
relationship marketing strategy for international enquirers, applicants,
students and alumni.

Working closely with the Marketing and Communications team to
develop multiple and segmented market level websites to drive new
international business and develop direct sales including in-country
optimisation, managing tracking, delivery, set up and campaign success
across multi-language campaigns.

Working closely with the Marketing team, Regional Sales teams and the
Faculty or Departments of GSM London to develop an effective
collateral development strategy segmented by market and audience to
push our international sales and guide regional teams in the effective
use of our collateral.

Working closely with the Marketing team to identify and agree
international PR and media activities to support our international
commercial and educational goals. All PR and media activity is driven
centrally through the Marketing team.

To maintain and develop strong and effective links with the Faculty of
GSM London to support the role’s sales messaging and international
recruitment remit.

Undertake detailed analysis by market and channel to determine the
performance of the College’s channels, curriculum and course portfolio
and inform the development of existing and new courses to international
students as well as analysing market trends and identifying new
market/product opportunities

Define and deliver against key performance indicators and targets,
reporting performance on an ongoing basis to the Head of Marketing
and Director of International

To take responsibility for the day to day management of the
International Marketing budget and to ensure that the budget is
allocated and spent as agreed with the Head of Marketing and Director
of International
International Marketing Manager Job Description September 2015 V3 final
Accountability
All staff are required
to:
Key activities

To undertake international travel as and when necessary, in support of
the work of International at GSM London

To take on other duties as needed within the scope of the spirit of the
job purpose, the title of the post and its grading.

Adhere to all GSM’s policies and procedures, including Equal
Opportunities, Health and Safety, Data Protection;

Respect confidentiality: all confidential information should be kept in
confidence and not released to unauthorised persons;

Undertake appropriate training and staff development as required

Participate in GSM’s Performance Review and Development Scheme
It is important to note that this job description is a guide to the work you will be required to undertake. It
may change from time to time to meet the needs of the service. It does not form part of your contract of
employment.
Key stakeholders:
Internal:


Professional and academic departments
International Sales and admissions team
External:


Agents and Sales networks
General public
Knowledge, skill and experience requirements:
Essential:

Degree or equivalent, preferably in a related field

International management, marketing or sales experience.

Knowledge of the major international markets for international student recruitment

Knowledge of the processes underpinning international student recruitment

Knowledge of marketing communications in the context of lead generation

Demonstrable experience and understanding of online marketing tools including social media

Demonstrable experience of working within a strongly customer-focused environment.

Demonstrable ability to be well planned and organised in the execution of work tasks and
projects.

Evidence of effective team leadership and development, with an outcomes-based approach to
personal and team achievements.

Ability to set and work to ambitious performance targets
International Marketing Manager Job Description September 2015 V3 final

Exceptional organisational and planning abilities.

Excellent IT skills appropriate to the post.

Evidence of willingness to work outside the ‘standard’ working week, to include evenings and
weekends as required and to work overseas.

Working outside the personal comfort zone and using all talents to the full to meet new challenges.

Oral and written (report writing) communication skills.

Well-developed negotiation skills

Well-developed written and verbal communication skills.

Highly creative thinker

Outstanding communication and influencing skills (including oral, written and presentation skills).

Evidence of commercial acumen and entrepreneurial drive.

Able to inspire and motivate teams.

Evidence of strategic thinking.
Desirable:

Professional Marketing Qualification.

Well-developed copywriting skills.

Experience of using website Content Management Systems (CMS) and Customer Relationship
Management (CRM) solutions.

Relevant experience working within a marketing function in the Higher Education sector.
Key behaviours:






Customer focus
Team orientation
Integrity
Time management
Problem solving and decision making
Use of computers and technology
International Marketing Manager Job Description September 2015 V3 final