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- Leading the planning, delivery and evaluation of data-driven multi-media marketing campaigns that support student recruitment and brand marketing objectives, including promotional activities across a wide range of channel mix including PPC, website, video, content marketing via social media and blogs, PR and media relations, events and email marketing
- Managing allocated budget and regularly conducting a thorough analysis of ROI to help inform spend and strategy for subsequent years
- Creating and managing an annual marketing plan and set activities and targets aligned with the overall Heriot-Watt Online marketing strategy
- Setting and monitoring KPIs, and providing regular progress reports to internal stakeholders
- Acting as product expert – providing insights into student recruitment trends, key territory market behaviours, HE marketing practices and key competitor activities
- Providing insight on student recruitment performance across markets and highlighting areas of change
- Identifying and testing new marketing opportunities which are cost effective and manageable within available resource
- Maintaining an awareness of the external context the HWU Online programmes operate in, providing insight on competitor activity and market trends to inform strategy
- Proactively sharing insights and learnings within the HWU Online team and wider University to inform the strategy and execution of broader marketing activity
- Manging the relationship with assigned marketing agencies and partners, acting as the main point of contact for the development and management of digital activity for reporting to key stakeholders
- Representing Heriot-Watt Online at key stakeholder meetings, committees and academic platforms
- Initiating and maintain strong relationships with colleagues within MRAC, taking a proactive approach to ensure activity is coordinated and opportunities for joint working are exploited
- Building close working relationships with relevant academics to facilitate the development of effective marketing
- Develop feedback loops and collaborate with the Student Recruitment and Prospect Experience and Conversion teams to ensure a coherent consumer journey and consistency in student facing communications and collateral
- Work with the content marketing officer to design and execute organic and content marketing strategies
- Have a working knowledge of SEO principles to inform organic marketing strategies
- Develop clear and precise briefs to guide the development of collateral by external agencies and internal teams
- Proactively identifying new marketing channels to diversify the marketing strategy
- Using a data-driven approach, undertaking targeting and segmentation of prospect audience
- Promoting brand presence through social networking sites, online media and tools and providing analysis and intelligence on perception and impact to prospective students
- Ensuring the Heriot-Watt and Edinburgh Business School brand identities and Heriot-Watt online messaging are conveyed effectively and consistently across all communications
- Working closely with the Recruitment Team on guiding their tactics and activity plans
- Organise and direct exciting innovative events (both on-campus and online) for prospective, current, and past HWU Online students as well as proposing new ideas to engage with our key segments and audiences.
- Review and approve all marketing material to ensure they meet the required standards, and align with campaign goals, audience, and brand guidelines
- Use Google Analytics to develop actionable insights to inform marketing strategies
- Establish a communications schedule, content plan, and engagement strategy for future, current and past learners in conjunction with the Content Marketing Officer
- Develop an awareness of consumer personas to craft marketing messaging and guide communications and targeting strategies
- Work within two CRM systems to create audience segments and deliver targeted and effective communications at various point in the consumer journey
- Ensure ongoing compliance of all activity with internal and statutory requirements, including Heriot-Watt brand guidelines and GDPR
- Experience of planning and implementing targeted marketing and communications campaigns.
- Proven experience of operating effectively at a managerial level in a marketing or student recruitment role.
- Knowledge of current and upcoming digital marketing trends with experience of using digital channels to reach and connect with markets.
- Experience of analysing data (both quantitative and qualitative) from a wide range of information sources and drawing up market intelligence reports and marketing and communications plans.
- Relevant experience of digital analytics, coupled with experience of managing web optimisation projects.
- Experience of working with external agencies and/or partners (e.g. Online Programme Managers)
- Knowledge and experience of utilising CRM and CMS systems.
- Extensive experience of copywriting and editing for different audiences/media and exceptional proof-reading skills.
- Experience of budget management.
- Working with international colleagues and clients, and understanding cultural variances and norms
- Experience and/or knowledge of the online education/edtech market
- Significant working experience in a globally orientated marketing role
- Professional Qualification or membership of Professional body e.g. CIM
- Experience of video generation within a marketing context (including films and infographics)
- Previous experience of brand development and/or brand management
- Experience of designing and delivering events that contribute to the strategic goals of an organisation.
- Ability and willingness to learn new digital skills and capabilities appropriate to your role and how it evolves
- Understand and adhere to information security practices particularly as it relates to personal or sensitive information
- Maintain awareness of my own digital wellbeing by being mindful of the length of time spent at a screen and the impact on mental and physical health in using digital technologies.
Marketing Manager - Midlothian, United Kingdom - Heriot-Watt University
Description
Purpose of Role
We are investing in our online provision to build on our track-record of delivering transformative education. The Marketing Manager plays a key role in this exciting work. You'll be working collaboratively as part of a dynamic team of passionate, mission-driven individuals across recruitment, marketing, digital education, partnerships, and project management.
The Marketing Manager (Heriot-Watt Online) holds responsibility and accountability for shaping and delivering effective marketing strategies and plans for Heriot-Watt Online, which will deliver against student recruitment objectives.
HWOL's programmes are global in nature, recruiting participants from across the world, meaning there is a strong focus on digital marketing and managing global campaigns. We compete with leading universities and business schools across the globe to reach this audience, and our marketing must be sufficiently creative, engaging and data driven to stand out from the crowd.
Key Duties & Responsibilities
The Marketing Manager will be allocated a portfolio of Heriot-Watt Online programmes, with responsibility and accountability for:
Planning, insight, and strategy
Stakeholder management and relationship building
Brand, events, and digital marketing
Communications and engagement
Essential & Desirable Criteria
Essential
Desirable
Knowledge, Skills & Experience