Job Profile
Job Title
Marketing Executive
Line Manager
Marketing Manager – Starters and non members
Direct Reports
N/A
Location
Wimbledon
Job Band
Two
Job purpose
To effectively deliver integrated marketing campaigns
to starters and non members in the HR/L&D market in
order to acquire and retain customers across all CIPD
products, including membership.
Key accountabilities
1
To support the Marketing Manager in developing and executing marketing
plans to starters and non members in the HR/L&D market. All campaigns must
be delivered on time and within budget, as well as ensuring that they deliver
against the agreed targets for each CIPD business area.
2
To project manage the delivery of multi-channel marketing campaigns that
make effective use of all available channels (internal and external), with
particular emphasis on direct and digital marketing.
3
To support the Marketing Manager track progress of all campaigns and income
against target and to execute corrective / additional marketing activities as and
when necessary. To also be aware of the effectiveness of marketing spend
and to ensure ROI is maximised.
4
Working with the Data Insights team to identify and select target groups across
starters and non-member segments, ensuring the right groups are targeted for
each campaign in order to meet business objectives. To also work with the
Data Insights team to understand the characteristics of the audience segment.
5
To work with the Marketing Performance team to analyse the effectiveness of
marketing campaigns by channel and activity and to use the insights gained to
inform the delivery of future marketing campaigns. To work with the Marketing
Performance team to test marketing campaigns / messages across all
channels in order to improve response rates.
6
To work with the Design team to ensure that all marketing materials are
consistent, relevant, timely and cost-effective and meet the needs of the
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customer. To also ensure that all materials produced conform to the CIPD’s
brand guidelines.
7
To develop marketing copy (on and offline) that clearly communicates the key
marketing messages to the relevant target groups. All copy developed must be
tailored to audience and compliment the marketing channel selected.
8
To support the development of relevant web areas / e-commerce platforms by
ensuring content is up-to-date and the area is being effectively used to meet
campaign / business objectives.
9
To ensure the latest technologies are understand and fully optimised in order
to improve campaign performance, including the management of automated
cycles. To also provide feedback and guidance on where technologies /
platforms restrict campaign performance.
10
To work with the wider marketing team to co-ordinate incoming campaign
requests and to ensure that a fully integrated approach is adopted for all
segment groups. To also work with the Marketing Performance team to ensure
that campaigns are scheduled accordingly to meet wider business objectives.
11
To ensure that the Marketing teams, including Marketing Account Managers
are continually kept up-to-date on the progress of marketing campaigns. To
also ensure that internal stakeholders such as the Contact Centre, Regional
offices and branch networks fully understand the campaign objectives and
support accordingly.
Nature and scope
The jobholder will provide professional, efficient and proactive marketing support,
planning and delivering integrated marketing campaigns that deliver the required
revenue/numbers, and that ensure maximum exposure for the relevant business
areas which reinforce their positioning in the market place.
Due to the large number of products to be supported, and the time sensitivity of
marketing activities, the ability to co-ordinate a high volume of work and consistently
meet deadlines is imperative.
The jobholder will need to plan and deliver integrated marketing campaigns that use
(as appropriate) direct mail, inserts, on-the-page advertising, emails, the CIPD
website and e-newsletter, 3rd party websites and e-bulletins, SEO and PPC and
other traffic building activities. The jobholder will need a good understand of their
audience segment and have the ability to tailor messages to specific groups as well
as being able to select the appropriate communication channel and frequency levels.
The emphasis of marketing activities will be on direct response (direct mail and
digital), therefore the jobholder need to have experience of both of these channels.
Strong marketing, project management, communication and negotiating skills will
also be required as will the need to collaborate with a variety of internal stakeholders,
including service teams such as design, Web, Social Media and Communities, PR
and the Contact Centre.
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The jobholder must be capable of presenting a positive image of CIPD at external
events and in their dealings with external suppliers and partners. A good level of
business and financial awareness (including budgeting) is required.
The jobholder will be expected to keep abreast of best practice and ensure that new
ideas/ways of doing things are incorporated in activities in line with changing
customer expectations and preferences.
Contacts
Internal:
Marketing Account Managers
Marketing Communications team
Marketing Performance team
Brand team
Social Media and Communities team
Website / content team
Data Insights team
Contact centre
External:
Agencies (design, mailing, fulfilment, advertising and research)
CIPD branches
Trade journals and publishers (including Haymarket Media)
Other (e.g. event organisers, relevant 3rd party e-bulletins and
websites etc.)
Members:
Student members and studying Associates – UK and
international
Non-members (HR specialists and generalists, SMEs,
Consultants etc.)
Dimensions
Financial:
To contribute to the Institute’s revenue targets and effectively
work within campaign budgets. To also be aware of the
effectiveness of marketing spend and to ensure ROI is
maximised.
Staff:
Not applicable
Other:
The CIPD has over 130,000 members internationally.
Approximately 13% are student members and 12,000
individuals study a CIPD qualification each year. The CIPD
also has regional offices in Singapore, Scotland and Ireland
and UK network of 48 branches.
Knowledge, qualifications and experience
Essential:
The jobholder needs to be of a graduate calibre with a relevant
business and/or marketing qualification, such as the CIM
Postgraduate Diploma in Marketing.
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They will have a successful track record in marketing and a
practical and well established understanding of planning and
delivering integrated marketing campaigns.
The jobholder should have well developed marketing skills with
knowledge of all the elements of the marketing mix. Strong
project management and organisational skills are required to
manage multiple projects to time, cost and quality.
They will have strong project management, organisation and
planning skills with the ability to coordinate and manage
multiple projects simultaneously. They will need to be a strong
team player with outstanding interpersonal, communication
and negotiating skills and a flexible and collaborative approach
to work.
This role requires liaison with internal and external
stakeholders. The job holder has to be able to build
relationships across the business at all levels. They must be
able to develop ideas to deliver innovative multi-channel
marketing campaigns that support business objectives.
They must be committed to achieving the highest level of
service delivery and have an excellent understanding of
customer needs. This role requires a sound understanding of
our markets, customers and products.
The jobholder must be being familiar with latest marketing
techniques and practices.
Desirable:
Previous experience of marketing in a membership
organisation and/or experience of disseminating information to
a professional audience are desirable.
Professional member of the Chartered Institute of Marketing
(CIM) and/or the Institute of Direct Marketing (IDM).
Experience of managing budgets is desirable.
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.
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