ULSTER UNIVERSITY

Strategic Marketing Manager

Location
Northern Ireland
Posted
22 Jun 2018
End of advertisement period
28 Jun 2018
Ref
1734395
Contract Type
Permanent
Hours
Full Time

Role Purpose:

The Strategic Marketing Manager – NI & GB will lead a matrix team of marketing specialists and University wide stakeholders to develop and deliver an integrated strategic marketing plan that will achieve our commercial goals in these markets. 

This is a transformative approach, designed to create an intelligent Strategic Marketing function that bases plans on robust market and customer analysis, and continually refines that insight through incisive performance measurement of individual activities and overall ROI and will include;

Aligned to clusters of the University’s strategic goals, described in the 5&50 Plan, Strategic Marketing will develop integrated Strategic Marketing Plans (SMPs) that will inform product development and market selection, incorporate all aspects of the Marketing and Communications mix and focus our limited resources for maximum impact.

This will include;

  • Lead development and delivery of an overarching integrated Strategic Marketing Plan to support achievement of our recruitment goals in the NI , ROI and GB markets
  • Define, lead and embed a NI/ ROI / GB Matrix Working Group as the key way of working, to deepen engagement and positive working relationships across Faculties and wider University stakeholders, finding agreement, removing barriers, supporting collaboration and cooperation
  • Develop and deliver a robust approach to market research and MI including business scorecards and appropriate regular reporting
  • Ensure delivery of well-evidenced recommendations on

The post holder will lead a significant commercially focused function within the Marketing & Communications Directorate.  S/he will be an expert Marketeer, who exemplifies a strong partnership approach, collaborating with internal and external stakeholders, and demonstrating practical, purposeful, ‘can-do’ attitude.  He / She will be highly commercial, customer centric and capable of inspiring and leading a small team to deliver challenging objectives.

Key Duties will include;

  • Lead development and delivery of an overarching integrated Strategic Marketing Plan to support achievement of our recruitment goals in the NI and GB markets including;
    • Lead the Annual Marketing planning process, in tandem with the University wide planning process, define a full understanding of the particular competitive position and commercial challenges facing each Faculty, and generate a Strategic Marketing Plan to address
    • Collaborate with specialists across the team to specify the activity and resourcing required across the Marketing & Communications portfolio to achieve commercial targets set for the NI and GB markets
    • Create an integrated Strategic Marketing Plan, with a balanced and evidenced prioritisation of resources to support achievement of our student recruitment goals
    • Coordinate the appropriate multi-channel communications and market engagement approach that maximizes the potential of all traditional and digital channels to build an impactful Market Engagement with Ulster University
    • Support and inform the University wide product development, pricing and market selection processes and decision making through provision of relevant incisive market and customer research insights
  • Define, lead and embed a NI /ROI/ GB Matrix Working Group as the key way of working, to deepen engagement and positive working relationships across Faculties and wider University stakeholders, finding agreement, removing barriers, supporting collaboration and cooperation including;
    • Work closely with the Head of Strategic Marketing and the Director to design terms of reference, membership, annual agenda cycle, inputs and outputs for the NI / GB matrix working group
    • Embed this new way of working, to ensure early understanding and adoption by key stakeholders and producing immediate quick wins
    • Quickly identify and actively address areas of potential misalignment, and engage with stakeholders in the right way to find agreement and progress
    • Lead by example, exemplifying a strong collaborative approach, fostering close cooperative working relationships with colleagues across the team and across the University
    • Inspire the team, imbuing a culture of innovation and creativity and motivating all team members to constantly develop their skills and to deliver their very best work
    • Mentor, guide and support the professional development of all participants in the matrix teams
  • Develop and deliver a robust approach to market research and MI including business scorecards and appropriate regular reporting including;
    • As required, commission market research from external expert suppliers to provide useful actionable insight and ensure high quality delivery and value for money from these suppliers
    • Manage the Market Research and MI Coordinator as a shared resource to provide a professional approach to the sourcing and management of research support from 3rd parties
    • Deliver an internally resourced research capability, to obtain data and qualitative insights from students, staff and other close stakeholder groups
    • Work with the wider Strategic Marketing team to develop and deliver effective consolidated reporting on the full range of Marketing KPIs including sales funnel management, brand and other Marketing activities
    • Evaluate the outcomes of specific marketing initiatives and campaigns in the NI, ROI and GB markets identifying key measures of success, and adapting strategy in line with outcomes of this analysis
  • Ensure delivery of well-evidenced recommendations on
    • Develop appropriate business cases for resource allocation required by the SMP based on MI, previous performance and other market insight
    • Work with colleagues across the Strategic Marketing team to recommend prioritisation of investment across activities to optimally achieve the University’s commercial and strategic goals
  • Any other duties appropriate to the grade and nature of the post including;
    • To provide advice to the Director and senior colleagues on all aspects of Strategic Marketing, assignment of budget and implementation of programmes
    • Planning, monitoring and managing a delegated budget and proactively seeking to exploit all possible opportunities for income generation and cost savings
    • Responsible for managing the team including conducting Developmental Appraisal Reviews, managing holiday entitlement, absence, induction, and disciplinary processes
    • Protecting the University from risk associated with the Strategic Marketing portfolio by full risk monitoring and reporting through University risk register
    • Representing the University at events and meetings, and acting in an ambassadorial role for the University at such events as required
    • Demonstrating individual commitment to continuing personal and professional development to maintain and grow skills required to perform effectively in the role

The University is committed to developing all employees and operates a Developmental Appraisal Review (DAR) which is mandatory. You will be required to meet with your manager at least once every two years as part of the DAR process. As a line manager you will be required to conduct a DAR meeting with your staff at least once every two years.

All staff in the University have a responsibility to comply with the University’s Equal Opportunities Policy and Health and Safety Policy. Line Managers have particular responsibility for ensuring compliance with these Policies within their own area.