Senior Marketing Officer within Education - FTC - London

Quay People
15 Mar 2017
14 Apr 2017
Contract Type
Full Time

To provide the Faculty with marketing expertise and management in order to meet their strategic and marketing objectives

Marketing Objectives

These marketing objectives will derive from the Faculty’s strategy and the key recruitment objectives defined by management

  • To market the Faculty so that target audiences are aware of its standing/reputation and the benefit from attending a programme at this Faculty
  • To promote the faculty’s programmes in order that the appropriate number and quality of applications is received for each of the programmes
  • To ensure an appropriate balance between international and UK, postgraduate taught (PGT) postgraduate research (PGR) and undergraduate (UG) recruitment to meet the Faculty’s business objectives as agreed with the Faculty Marketing Manager

Role profile

Responsibilities and Key Tasks

Understand the Faculty’s strategy in order to agree marketing objectives and develop appropriate marketing plans in conjunction with the Faculty Marketing Manager, including activity and budgets, to be agreed with the Faculty Marketing Manager

Understand the programmes on offer (with a focus on UG) the opportunities and benefits accrued to individuals from the current offer, and future potential for the ongoing development and successful marketing of the Faculty’s offer

Understand the market and the sector

  • Use primary and secondary data as appropriate
  • Propose research studies to enhance understanding and as a basis for change
  • Define the Faculty’s competitive position within the market both UK and internationally
  • Proactively assess the Faculty’s competitive position in order to ensure the product portfolio delivers customer needs and assesses future needs

Define and understand the Faculty’s target audiences

  • Potential students at different levels of study, UK & international
  • Advocates and advisers to students
  • Widening participation, in liaison with the WP Team

Develop the marketing and events activity plans to meet objectives that include:

  • Awareness and interest amongst the target market
  • Quantity and quality of applications, acceptance and enrolment
  • The balance between undergraduate and postgraduate level courses
  • Building and maintaining the Faculty’s reputation to achieve marketing objectives
  • Geographical market focus and priorities
  • Widening participation considerations

Forge strong, collaborative relationships with the Faculty’s Publicity Team and the central Marketing Teams

Work with the Faculty Marketing Manager to manage available resources and forge collaborative partnerships to deliver the agreed marketing plans, providing a proactive link between the Faculty and Marketing, reporting on

  • Activities
  • Budget
  • Outcomes and impact

Build relationships across the academic and administrative staff within the Faculty

  • Manage academic engagement with, and participation in, the marketing activity
  • Contribute to appropriate committees, projects or workgroups as agreed with Faculty Marketing Manager

Education / qualification and training

Educated to degree level or equivalent

A relevant professional marketing qualification

Demonstrable marketing experience at a similar level to that required by the job description across both B2B and B2C

Knowledge / skills

Planning and Strategy: In depth understanding of strategic planning with the ability to plan a course of action that is aligned to the wider faculty strategy within the context of commercial reality: this includes the development of the strategic direction and workable plans based on sound analysis, ensuring alignment across functions, budgets and objectives and planned evaluation against relevant criteria.

Communication: In depth understanding of the strengths and limitations of different media channels, including social media; the ability to identify the mediums and define the messages to ensure a consistent understanding across different audiences

Audience Analysis: the ability to segment markets, define audiences, target campaigns and messages, and use the cumulative impact of messaging and activity across the student recruitment cycle to develop, implement and analyse effective marketing activities across multiple markets.

Prioritising and Organising: the ability to implement plans by identifying and marshalling resources appropriately, taking into account competing demands across multiple faculty-wide projects

Information Gathering and Analysis: Analyses data, identifies market trends, draws conclusions and seeks explanations; translates business objectives into marketing objectives and KPIs, and analyses marketing campaigns and activities to report return on investment across multiple streams; critically monitors changing consumer expectations and acts on identified implications


Integrated Marketing: In depth understanding of how different channels and messages interact from the perspective of the customer; includes the ability to plan and implement integrated campaigns across the customer journey, and develop and convey key messages, understanding their impact and influence on customer behaviour