Job Description Job title: Department/School: Grade: Location: Marketing & Communications Manager Faculty of Science 8 Marketing/Web Office Job purpose To lead on the development of a Faculty-wide marketing, communications and recruitment strategy, which contributes to and aligns with the University strategy and to ensure its effective implementation, through the marketing/web team. In accordance with the Faculty’s vision, the postholder will set and evaluate marketing objectives and key performance indicators and undertake research to identify key market trends and developments, both nationally and internationally. The role will also enhance and promote the Faculty’s profile, publicising its strengths in both teaching and research and developing opportunities to engage with internal and external stakeholders, including the alumni network. Source and nature of management provided Director of Administration and the Dean of the Faculty, with professional accountability to the Director of Marketing & Communications. Staff management responsibility Marketing/Web team Special conditions You will from time to time be required to undertake other duties of a similar nature as reasonably required by your line manager. These may include assisting in the facilitation of CPD activities. This will form part of your substantive role and you will not receive additional payment for these activities. There may be a need to work one or two Saturdays per year to support the University’s Open Days and to represent the Faculty at other recruitment events out of normal working hours. Main duties and responsibilities 1 Marketing Strategy i Lead, plan, design and implement the marketing, communications and recruitment strategy required to meet the Faculty’s recruitment targets across its undergraduate and postgraduate portfolio and raise the profile of research, in liaison with the senior management team and in accordance with the Faculty’s vision and objectives ii Strategic management of all marketing, recruitment and conversion activities within the Faculty, including direct line management of marketing and web support staff and provision of marketing direction and advice to other internal stakeholders iii Take the lead on undertaking competitor, market and customer analysis to make recommendations to the Faculty senior management committee on new and declining markets (both at home and overseas) and inform portfolio Human Resources Page 1 22/03/2016 iv v vi vii viii ix x development, pricing and recruitment strategies. This may include commissioning market research with external providers Act in an advisory capacity to academic staff responsible for new programme development and devise appropriate marketing strategies for new, revised and on-going programmes Work collaboratively with colleagues in Admissions and International Relations to identify recruitment opportunities and establish priorities and targets which reflect the reality of national and international recruitment Monitor and evaluate fluctuations in undergraduate and postgraduate recruitment cycles and propose remedial action where necessary Develop effective internal communication processes and procedures to ensure coherent activity, marketing awareness and buy-in across the Faculty Develop the Faculty’s social media strategy to raise the profile as a leading international Science Faculty Liaise with key central University services to ensure that the Faculty’s marketing and communication strategies complement and support the University’s corporate strategies Oversee the management and development of the Faculty’s web strategy, ensuring the activities are aligned to the institutional and Faculty objectives and the offline marketing communications activities 2 Marketing Communications i Work in conjunction with Faculty staff to ensure that marketing, promotional, publicity, communications and digital technology enabled activities are consistent with corporate requirements and adhere to the Faculty/University visual identity guidelines ii Oversee the development of the Faculty’s online presence to ensure that content accurately reflects the Faculty’s vision and objectives and effectively promotes the profile of the Faculty as a whole to internal and external audiences. Further develop e-marketing and digital technology enabled resources, incorporating these and other new communications tools into the strategy where appropriate iii Identify PR opportunities and ensure the effective production of news stories promoting research and teaching activities. Write/co-ordinate press releases, taking advantage of other media where appropriate and working with the Corporate Communications team to maximise press and publicity opportunities iv Lead on negotiating, designing and tracking advertising for the Faculty as required. Provide creative input into new advertising campaigns, liaising with designers/printers and assisting with proofreading, copy writing, editing copy and information collection v Organise the scheduling, implementation and monitoring of marketing communications and other promotional activities and events vi Monitor and evaluate all marketing activity across the Faculty, including the analysis of web traffic, advertising, PR and other promotional activities in terms of their quality, effectiveness and financial viability. This will include taking the lead on negotiations with suppliers and undertaking regular reviews of any media buying/marketing services agencies vii Represent the Faculty at recruitment events, initiate and develop strategic relationships with outside organisations as appropriate 3 Resources i. Take responsibility for the management, allocation and tracking of the Faculty marketing budget, including decisions regarding media buying and supply of marketing services ii. Manage the international strategic recruitment budget where required, working with the International Relations Office and Dean to develop the annual visit Human Resources Page 2 22/03/2016 schedule that reflects the international recruitment strategy of the University and the Faculty. 4 External Engagement i. Work with internal stakeholders to co-ordinate the effective use of alumni, Faculty, departmental and appropriate external databases to communicate to, and engage with, a wide range of external stakeholders ii. Work collaboratively with the Department of Development and Alumni Relations to build and maintain strong links with the Faculty’s alumni, keeping them up to date with the latest developments and providing them with opportunities for professional and social networking iii. Devise and implement an effective communications strategy with a view to creating opportunities for engagement with students and the Faculty. Develop contacts to assist with the future development and promotion of the Faculty’s programmes, acting as a representative at external facing events iv. Provide advice, support and co-ordination to Faculty academic staff who are working with internal teams and external stakeholders, such as school teachers, careers advisers, international agents. Provide communications messages (e.g. presentations, e-newsletter content) to highlight the Faculty’s portfolio to these external audiences v. Support ad hoc events which aim to improve the perception of the University of Bath to key external audiences 5 Teamwork i. Work together with the other Faculty Marketing Managers and the centrally based team to share best practice and encourage professionalism in marketing, participating/leading on University wide projects as required ii. Advise and support the Faculty’s Associate Deans, Heads of Department and other key academics (e.g. Admissions Tutors) and administrative staff on the development of good practice which supports both University and Faculty marketing aims (e.g. customer service, programme development, recruitment activities such as UCAS open days, developing research stories/web content) iii. Advise and support cross-Faculty steering/project groups on marketing issues and work collaboratively to achieve common goals where appropriate 6 Team Management i. Lead and line manage key staff within the Marketing and Communications Team including the Web Content Editor and Marketing and Web Administrator ii. Be responsible for the recruitment, induction and development of staff to ensure the team has the necessary skills to deliver the programme of work iii. Co-ordinate and supervise the allocation of work, ensuring a high quality of work is achieved by setting objectives, appraisal, personal development and training of staff within the team This is not intended as an exhaustive list of duties or a restrictive definition of the post but rather should be read as a guide to the main priorities and typical areas of activity of the post-holder. These activities are subject to change over time as priorities and requirements evolve and as such it may be amended at any time by the line manager following discussion with the post holder. Human Resources Page 3 22/03/2016 Person Specification Criteria: Experience/Knowledge Excellent track record of achievement in a high level marketing and communications role or equivalent relevant professional experience with demonstrable responsibility for a diverse portfolio in a multi-stakeholder environment Significant experience of working within Higher Education and detailed knowledge of developments in sector and their potential impact Proven experience of managing and developing an effective professional team in a complex work area with the capacity to engage/motivate others Experience of devising a strategic plan in a complex multi-stakeholder environment and leading a team to implement it across a large organisation Excellent knowledge and application of standard IT packages and databases including presentation and graphic design packages High level of literacy and ability to draft correspondence, reports, papers, briefing notes for a range of audiences, including senior staff A good understanding of the full range of relevant communications channels including demonstrable experience of managing effective use of digital communications media Experience of coaching/training other staff and a proven ability to lead and develop the skills of a team, ensuring they meet their objectives Essential Criteria: Skills Proven ability to communicate confidently and effectively both orally and in writing for internal and external audiences, with the ability to produce professional and persuasive copy on a range of complex topics, designed for diverse audiences Proven ability to work effectively across organisational boundaries Excellent interpersonal skills in order to communicate effectively and persuasively with a wide variety of internal and external stakeholders. High level of tact and diplomacy Excellent project management skills with the ability to effectively prioritise a heavy and varied workload and keep track of a large volume of ongoing projects, often to conflicting deadlines Excellent strategic planning, budget management, resource allocation and decision- Essential Human Resources Page 4 Desirable Desirable 22/03/2016 making skills Highly competent and conscientious with proven personal leadership qualities including selfmotivation and the ability to motivate high performance in others and to develop staff Ability to be adaptable and flexible, think creatively and learn new skills quickly Information management skills including a high level of accuracy and attention to detail and the ability to analyse and present complex data Criteria: Professional Qualifications Chartered Institute of Marketing qualification or equivalent experiential learning/work experience Essential Criteria: Academic Qualifications Education to degree level or equivalent Postgraduate level qualification or equivalent Essential Desirable Desirable Effective Behaviours Framework The University has identified a set of effective behaviours which we value and have found to be consistent with high performance across the organisation. Part of the selection process for this post will be to assess whether candidates have demonstrably exhibited these behaviours previously. Managing self and personal skills: Willing and able to assess and apply own skills, abilities and experience. Being aware of own behaviour and how it impacts on others. Delivering excellent service: Providing the best quality service to all students and staff and to external customers e.g. clients, suppliers. Building genuine and open long-term relationships in order to drive up service standards. Finding innovative solutions: Taking a holistic view and working enthusiastically and with creativity to analyse problems and develop innovative and workable solutions. Identifying opportunities for innovation. Embracing change: Adjusting to unfamiliar situations, demands and changing roles. Seeing change as an opportunity and being receptive to new ideas. Using resources: Making effective use of available resources including people, information, networks and budgets. Being aware of the financial and commercial aspects of the University. Engaging with the big picture: Seeing the work that you do in the context of the bigger picture e.g. in the context of what the University/other departments are striving to achieve and taking a long-term view. Communicating vision clearly and enthusiastically to inspire and motivate others. Developing self and others: Showing commitment to own development and supporting and encouraging others to Human Resources Page 5 22/03/2016 develop their knowledge, skills and behaviours to enable them to reach their full potential for the wider benefit of the University. Working with people: Working co-operatively with others in order to achieve objectives. Demonstrating a commitment to diversity and applying a wider range of interpersonal skills. Achieving results: Planning and organising workloads to ensure that deadlines are met within resource constraints. Consistently meeting objectives and success criteria. Human Resources Page 6 22/03/2016