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