DIRECTOR OF MARKETING
WELCOME TO FIE:
THE FOUNDATION FOR INTERNATIONAL EDUCATION
verse cultures is the base upon which empathy among nations is built. What is also more exciting is the fact that FIE will be marking its silver jubilee in 2023. This will be an opportunity not only to look back & reflect but also to look towards the future rebuild- ing, developing and going from one strength to the next.
At FIE our diverse communi- ty work closely together across a number of locations around the world. Based in London and with operations in Dublin, Madrid, Bar- celona & Amman, our mission is to provide high-quality education- al experiences to the global com- munity. FIE is committed to the develop- ment of creative learning environ- ments, wherein an understanding of appreciation for the privileges and responsibilities of global cit- izenship is fostered. This commit- ment is driven by the belief that interaction between people of di-
With warm wishes,
Hania Al Muhaisen President and Chair
OUR MISSION Our mission is to provide high-quality educational experiences to the global community. In pursuit of these goals, FIE is com- mitted to the development of creative learning environments wherein an understanding of, and appreciation for, the priv- ileges and responsibilities of international citizenship is fos- tered. This commitment is driven by the belief that interaction between people of diverse cultures is the base upon which empathy among nations is built. ABOUT US
OUR VALUES From our formal missions, FIE has devised specific and Articulated Values values which underpin and motivate all aspects of our organization.
COMMITMENT TO THE ENVIRO- MENT
ETHICS & HUMAN RIGHTS SOCIAL & CULTURAL REFLECTION & ACTION • Recognition of issues of so- cial justice at global and na- tional levels. • Awareness of ethical impli- cations of personal choice and governmental action. • A heightened awareness of civic and social responsibil- ities at local and global lev- els. • Developing our understand- ing, appreciation of and em- pathy towards diverse cul- tures and identities. • A continued engagement in cross-cultural and multicul- tural communication.
KNOWLEDGE & INCLUSIVITY
• A recognition of the social, cultural, and historical con- text of knowledge, and of knowledge as socially and culturally constructed and maintained. • An understanding of the po- tential for the contribution of non-dominant groups and recognition of their role, power, and privilege, within fields of study.
• Active engagement with environmental impact. • Addressing issues of sus- tainability and applying initiatives.
The basic purpose and primary objectives of this position are: You will lead FIE’s overarching and evolving marketing and stu- dent recruitment (sales) plans, under the direction of the Exec- utive Director. You will oversee a Marketing Team in addition to working with the US staff. The Director of Marketing & Recruit- ment also champions the FIE brand and voice, while engaging with our partner universities, academic partners, potential partners, staff, and students, and in support of our mission to enhance learning through in- ternational education and study abroad. The basic purpose and primary objectives of this position are: You will lead FIE’s overarching and evolving marketing and business growth plans, under the direction of the Chief Oper- ating Officer. You will oversee a Marketing Team in addition to working with the US staff. The Director of Marketing champi- ons the FIE brand and voice, while engaging with our partner universities, academic partners, potential partners, staff, and students, and in support of our mission to enhance learning through international education and study abroad. Overarching Responsibilities: • Serving as a key member of staff, with responsibility for strategic planning of B2B Overarching Responsibilities: • Serving as a key member of staff, with responsibility for strategic planning of mar- keting and student recruit- ment plans reporting to the Executive Director • Lead on the development marketing and business growth plans reporting to the Chief Operating Officer • Lead on the development and implementation of cost effective strategic plans for business growth, marketing, brand and communications, and ensure that these are effectively implemented and and implementation of cost effective strategic plans for student recruitment, mar- keting, brand and commu- nications, and ensure that these are effectively imple- mented and communicat- ed to internal and external stakeholders • Be a fully involved member of the marketing team, play- ing a leading positive and proactive role in supporting recruitment and partnership expansions in collaboration • Effectively managing de- communicated to internal and external stakeholders • Be a fully involved member of the marketing team, play- ing a leading positive and proactive role in support- ing new university partner recruitment in collaboration with senior leadership and key staff
• Actively supporting the de- livery, growth and success of the FIE Student Global Leadership Conference Duties & Responsibilities include: • Recruitment and marketing strategies and plans • Carry out market research marketing and growth plans for the short term (1yr), me- dium term (3 yrs), and long term (5 yrs) • Identify appropriate audi- ences and manage large focusing on target markets and sector trends to serve as the basis for student recruit- ment and marketing strate- gies and plans • Translate data into strate- gic student recruitment and marketing plans for the short term (1yr), medium term (3 yrs), and long term (5 yrs) • Identify appropriate audi- ences and manage large lists of current and potential partners and students, using our CRM system (Microsoft Dynamics / Mailchimp) • Adjust student recruitment and marketing plans accord- ing to market conditions and the effectiveness of such plans Brand Strategy • Implement the strategy for brand campaigns and artic- ulate brand voice and tone • Ensure staff compliance with Brand Guidelines • Work collaboratively with all site supervisors, faculty, current students, and po- tential students) are on brand and reflect FIE brand guidelines • Provide brand guidance and staff to ensure departmental communications to external stakeholders (including cur- rent and potential partners, site supervisors, faculty, cur- insight to US staff, while supporting their work and relationships with current and potential partners Duties & responsibilities include: Marketing strategies and plans • Carry out market research focusing on target markets and sector trends to serve as the basis for marketing strategies and plans • Translate data into strategic lists of current and potential partners and students, us- ing our CRM system (Micro- soft Dynamics / Mailchimp) • Adjust marketing plans according to market condi- tions and the effectiveness of such plans Brand Strategy • Implement the strategy for brand campaigns and artic- ulate brand voice and tone • Ensure staff compliance with Brand Guidelines • Work collaboratively with all staff to ensure departmental communications to external stakeholders (including cur- rent and potential partners,
with senior leadership and key staff • Effectively managing de- partmental budget and re- porting on return on invest- ment across marketing and recruitment campaigns and activities • Engaging in thought leader- partmental budget and re- porting on return on invest- ment across marketing and business growth campaigns and activities • Engaging in thought leader- ship in conjunction with FIE senior leaders to support organisational growth • Identify, monitor and eval- uate success against key performance indicators that ship in conjunction with FIE senior leaders to support or- ganisational growth • Identify, monitor and eval- uate success against key performance indicators that reflect recruitment and mar - keting activity and perfor- mance within the interna- tional higher education and study abroad market • Provide competitor and market intelligence assess- ments, identify FIE’s market position and USP’s, and de- velop strategies to enhance the brand and promote FIE’s position within the study abroad community • Responsible for raising mar- ket awareness and generat- ing recruitment (students) and partnership (university) leads • Organization and oversight of integrated marketing communications and out- reach across all platforms with effective brand place- ment ensuring consistency of message across all chan- nels • Managing ongoing recruit- ment and marketing pro- jects • Actively supporting the de- of integrated marketing communications and out- reach across all platforms with effective brand place- ment ensuring consistency of message across all chan- nels • Managing ongoing recruit- ment and marketing projects livery, growth and success of the FIE Student Global Leadership Conference reflect marketing activity and performance within the international higher education and study abroad market • Provide competitor and market intelligence assess- ments, identify FIE’s market position and USP’s, and de- velop strategies to enhance the brand and promote FIE’s position within the study abroad community • Responsible for raising mar- ket awareness and generat- ing new university partner- ship leads • Organization and oversight
JOB DESCRIPTION The Foundation for International Education (www.fie.org.uk) is an international higher education organisation working in partnership with universities and colleges, primarily from the US, to provide immersive study abroad programmes for un- dergraduate students in London, Dublin, and Amman. FIE is currently seeking qualified, enthusiastic and confident appli - cants for the following full-time, permanent position:
Job Title: Director and Marketing and Recruitment Location: London, England Salary: £50,000 gross, per annum Start Date: ASAP Director of Marketing Direct Supervisor: Chief Operating Officer Department: Marketing Supervisees:
Marketing & Events Manager, Content and Social Media Manager
PERSON SPECIFICATION
duties & responsibilities include: The Director will have man- agerial responsibility for the marketing team, with line man- agement and project oversight for all members and activities. Important in this senior level role, will be the ability to coach and build a values-led, mission driven team. FIE is a highly col- laborative organisation and col- legial working with staff from all teams to deliver projects, mate- rials, and support is essential. The developmental & Research duties & Responsibilities include: The Director will need to contin- ually review changes to the mar- ket and consumer trends and adjust the student recruitment and marketing plan if necessary. Research on the most effective ways to reach our core audienc- es, in concert with the US staff, and supporting any research taken the marketing team. ment and marketing plan if necessary. Research on the most effective ways to reach our core audiences, in concert with the US staff, and sup- porting any research taken the marketing team. The operational, administrative & maintenance duties & respon- sibilities on a routine, day to day basis include: Overseeing the marketing team, the Director will manage day to day departmental responsi- bilities for all team members, including conducting annual reviews, approving budgets, holiday requests, professional development requests, as well as ensure all team members are successful in their goals. The Director must be able to talent manage so that it is clear where individual strengths lie and how people are being developed, and equally be able to raise and manage any performance issues for all members and activities. Important in this senior level role, will be the ability to coach and build a values-led, mission driven team. FIE is a highly collaborative organisation and collegial working with staff from all teams to deliver pro- jects, materials, and support is essential. The developmental &research duties & responsibilities include: The Director will need to con- tinually review changes to the market and consumer trends and adjust the student recruit- The operational, administrative & maintenance duties & respon- sibilities on a routine, day to day basis include: Overseeing the marketing team, the Director will manage day to day departmental responsi- bilities for all team members, including conducting annual reviews, approving budgets, holiday requests, professional development requests, as well as ensure all team members are successful in their goals. The Director must be able to talent manage so that it is clear where individual strengths lie and how people are being developed, and equally be able to raise and manage any perfor- mance issues
rent students, and potential students) are on brand and reflect FIE brand guidelines • Provide brand guidance and insight to US staff, while supporting their work and re- lationships with current and potential partners • Ownership of all brand as- sets, guidelines Electronic Marketing Communi- cations • Maintain accuracy of infor- mation across FIE’s digital channels • Oversee and approve all Electronic Marketing Communi- cations • Maintain accuracy of infor- mation across FIE’s digital channels • Oversee and approve all mar- keting emails to FIE’s audi- ences, including partners, current students, and poten- tial students sent through the recruitment and market- ing Team • Work with the marketing build and execute potential lead workflows and ensure they run smoothly • Oversee and supervise lead imports and data collection to CRM systems team and the US staff to build and execute potential lead workflows and ensure they run smoothly • Oversee and supervise Lead imports and data collection to CRM systems Print Design & Publications • Oversee and approve all print projects undertaken by the marketing team • Responsible for print and ing design, research, and approval from all teams of main student and partner facing brochures for the academic year according to brand guidelines • Special responsibility for publication projects, includ- ing design, research, and approval from all teams of main student and partner facing brochures for the ac- ademic year according to brand guidelines • Special responsibility for coordination of print publi- cations and promotional ma- University partner and student recruitment • Working collaboratively with US staff, provide and antic- • Ownership of all brand as- sets and guidelines marketing emails to FIE’s audiences, including part- ners, current students, and potential students sent through by the marketing team • Work with the marketing team and the US staff to Print Design and Publications • Oversee and approve all print projects undertaken by the marketing team • Responsible for print and publication projects, includ- coordination of print pub- lications and promotional materials for FIE’s annual conference, SGLC
terials for FIE’s annual con- ference, SGLC Student recruitment • Working collaboratively with US staff, provide and antici- pate recruitment, marketing, promotional, and print needs to implement approved mar- keting and recruitment strat- egies and plans • Provide customized materi- conferences and events, outside of FIE’s standard print publications • Support US-based efforts through digital initiatives and promotional email workflows for potential stu - dents and partners • Manage any advertising als for concentration-based conferences and events, outside of FIE’s standard print publications • Support US-based student recruitment (sales) efforts through digital initiatives and promotional email work- flows for potential students • Manage any advertising re- requests and sponsorship enquires through the US staff and partners quests and sponsorship en- quires through the US staff and partners Advertising • Responsible for maintaining any and all accounts with online advertisers, such as GoOverseas and GoAbroad – includes liaising with Advertising • Responsible for maintaining any and all accounts with online advertisers, such as GoOverseas and GoAbroad – includes liaising with ac- count managers, negotiating contracts, and updating list- ings for accuracy • Ensure FIE’s advertising budget is utilized wisely year on year • Oversee and approve any advertising projects under- taken by the Marketing and Communications Manager or Content and Social Media Manager in relation to con- ferences or sponsorships advertising projects under- taken by the Marketing and Events Manager or Content and Social Media Manager in relation to conferences or sponsorships The managerial & team-working The managerial & team-working duties & responsibilities include: The Director will have manage- rial responsibility for the mar- keting team, with line man- agement and project oversight • Ensure FIE’s advertising budget is utilized wisely year on year • Oversee and approve any ipate recruitment, market- ing, promotional, and print needs to implement ap- proved marketing strategies and plans • Provide customized materi- als for concentration-based account managers, negotiat- ing contracts, and updating listings for accuracy
The main skills and qualifications required for this job are: • Educated to post graduate level or equivalent experience • Proven successful track record in the strategic leadership of student recruitment and marketing in higher education • Experience in and/or a comprehensive understand- ing of the US higher education market with particu- lar emphasis on study abroad • Experience in and/or a comprehensive under- standing of the US higher education market with particular emphasis on study abroad • Ability to understand complex sector data and evaluate the impact of shifts in student behav- iours on FIE’s operating and strategic plans • Proven experience in the successful design, im- plementation and management of marketing and recruitment strategies • Proven experience in the successful design, im- plementation and management of marketing and recruitment strategies • Ability to understand digital and technological developments as they relate to marketing and student recruitment • Strong graphic design and print preparation abili- ty in Adobe Creative Suite • Excellent writing skills • Considerable experience in project management including web and print aspects of a busy commu- nications and marketing office • Thoughtful and meaningful interpersonal communi- cation skills • Basic HTML knowledge • Experience working with CRM systems • Considerable experience in project management including web and print aspects of a busy com- munications and marketing office • Thoughtful and meaningful interpersonal commu- nication skills • Basic HTML knowledge • Experience working with CRM systems • Willingness to organize working hours flexibly to accommodate communication across time zones • Willingness to organize working hours flexibly to accommodate communication across time zones The main skills & qualifications required for this job are: • Educated to post graduate level or equivalent expe- rience • Proven successful track record in the strategic leadership of student recruitment and marketing in higher education • Ability to understand complex sector data and eval- uate the impact of shifts in student behaviours on FIE’s operating and strategic plans • Ability to understand digital and technological de- velopments as they relate to marketing and student recruitment • Strong graphic design and print preparation ability in Adobe Creative Suite • Excellent writing skills
PERSON SPECIFICATION HOW TO APPLY
The Foundation for International Education is being sup- ported on this recruitment campaign by the search con- sultancy The Management Recruitment Group (MRG). To arrange a confidential briefing conversation please contact our advisor Sian Gardiner (sian.gardiner@mrgpeople.co.uk) Applications should consist of a comprehensive CV and a covering letter. Applications should be sent via email to Sian Gardiner (sian.gardiner@mrgpeople.co.uk) Applications should consist of a comprehensive CV and a covering letter. The Foundation for International Education is being support- ed on this recruitment campaign by the search consultancy The Management Recruitment Group (MRG). To arrange a confidential briefing conversation please contact our advisor Sian Gardiner (sian.gardiner@mrgpeople.co.uk)
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