Head of Marketing and Communications - Reading, United Kingdom - Pangbourne College

Pangbourne College
Pangbourne College
Verified Company
Reading, United Kingdom

1 week ago

Tom O´Connor

Posted by:

Tom O´Connor

beBee Recruiter
Description

JOB DESCRIPTION

Pangbourne College is committed to safeguarding and promoting the welfare of children and young people and expects all staff to share this commitment.


Job Title:
Head of Marketing & Communications


Reports to:
The Head

Manages (if appropriate): 1 x Marketing Executive and 1 x PR & Outreach Officer


Department:
Marketing/External Relations

Hours per week: 37.5 hours - all year, plus occasional weekend/evening work


Duration of Contract:
Permanent

Summary of Role

The Head of Marketing & Communications will provide a critical link between overall
College strategy, External Relations strategy and the day to day activities of the marketing team. S/he will ensure that key messages and the College brand are consistent, coordinated and creative across all marketing channels.

Managing in a collaborative, communicative and supportive style, s/he will ensure that marketing activity is achieving strategic objectives, whilst linking closely with Admissions and Development work.

S/he will be a proven relationship builder, project manager and positive people manager with a creative flair and an astute eye for detail.

Key Working Relationships

Head
External Marketing Agencies
Head of Admissions
Head of Development
Media Contacts
Bursar
External Relations Team
All Staff


Key responsibilities:

Marketing Strategy:
Working with the Head and Head of Admissions, refresh existing marketing strategy to ensure that it aligns with the College Development

Plan, including growing the pupil roll to 500, increasing weekly boarding and increasing the proportion of girls. The strategy will also address changing market trends, and effectively promote the College across all marketing channels.

Brand and Messaging:

Ensure that all marketing activity is on message and on brand across multiple channels, including digital, visual, print, events and merchandise.


Analytics and Market Research:

Keep up to date with regional market trends, competitor offerings and the impact of the College's marketing activity, using that research to determine future objectives and feed into the College's strategic direction.


Team Management:

Effectively manage a staff of two, ensuring open communication, alignment of activity to marketing objectives and closely work with both Admissions and Development staff.

Support professional development and growth of marketing team members.

Communication:

ensure consistent and close communication with the Head, Head of Admissions and Head of Development to help the External Relations team work as a unit.

Build positive relationships with academic and support staff across the

College to ensure good two-way flow of information, education and marketing knowledge.


Duties:

Marketing Strategy

  • Review and refresh key messages and College points of difference to ensure coordination of messages and marketing.
  • Lead the development and implementation of the marketing strategy part of the overall External Relations plan.
  • Educate internal stakeholders (staff, pupils) about key messages and support all
  • Translate marketing strategy into a clear plan of activities and projects, and implement this plan with the External Relations team.
Analytics and Market Research

  • Undertake/commission research amongst current and prospective families and liaise with external organisations which undertake sector research eg ISC.
  • Understand and use demographic, geographic and market analyses to determine our best marketing approach to both existing (e.g. Thames Valley) and new (e.g.
London, international) markets.

  • Implement a consistent system to monitor the impact of the College's marketing activity, including Google Analytics, Facebook and PPC, to determine the most effective and efficient activities and make recommendations for change.
  • Understand trends in international, weekly boarding and day pupil behaviours to determine the right approach for each market segment.
  • Create a system of reporting research to the Head and (when required) Governors to educate and inform decision making.
Brand and Messaging

  • Maintain the College website to ensure messaging and brand alignment on our major 'front door'.
  • Maintain key College printed materials such as the Prospectus and Sixth Form
Prospectus.

  • Manage photographic and video content produced by and for the College to ensure both high quality and visual impact. Examples include 'Day in the Life' videos and
'People of Pangbourne' profiles.

  • Manage the annual cycle of paid advertising, ensuring that our costeffective spend on advertising is both eyecatching and targeted.
  • Ensure all branded collateral fits with marketing objectives and is both impactful and costeffective.
  • Work closely with the PR & Outreach Officer to implement a PR strategy which generates sustained regional press coverage. Also develop a crisis management plan for communications in the event of adverse publicity.
  • Work with the PR & Outreach Offic
More jobs from Pangbourne College
See all jobs of Pangbourne College