Marketing Director
Candidate Information Pack
About Collegiate
Collegiate AC is a leading operator of student accommodation in the UK. With nearly 10,000 beds across leading university cities and towns across the UK, we are dedicated to delivering an exceptional student experience to international, domestic, postgraduate and undergraduate students across the UK. The key to Collegiate UK’s ongoing growth is its focus on delivering excellence and its internal team that deliver this. With recent growth Collegiate UK is looking to further strengthen is marketing team with a new Marketing Director who will lead the overall marketing strategy for B2B and B2C.
Our Approach
Collegiate’s philosophy is to create an unforgettable student experience through inspiring and supportive living environments, where the students are safe, comfortable and at complete ease. This commitment to develop and offer high-quality student accommodation with a focus on well-being has been recognised through various awards and panels both by industry professionals and students. Our students can be assured that they will live in the best and most supportive environment to enjoy their university years. Provding them with everything they need and didn’t realise they needed.
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Our Locations
Birmingham
Cheltenham
Gloucester
Newcastle
Sheffield
Bristol
Coventry
Ipswich
Norwich
Southampton
Cambridge
Derby
Leicester
Nottingham
Winchester
Our head office Ardington, Oxfordshire
Cardiff
Exeter
London
Portsmouth
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Job Description
B2B & Stakeholder Relationships • Work closely with Operations and the partnerships team to provide marketing support for university relationships. • Provide support where required on corporate marketing materials and messaging. ROI, Budget & Performance Management • Lead on the majority of marketing budget creation, working with Operational P&L owners, for both annual budget setting and routine reforecasting. • Full budget accountability for the national marketing budget. • Ownership of cost of acquisition analysis, in-depth tracking and analysis of all channels return on investment. • Ensure all marketing spend is in line with budget and is providing best value for money, across all properties. • Be prepared to business plan any new initiatives and to be able to demonstrate ROI for all activity we undertaken, whether budgeted or unplanned. Revenue, Leasing & Management • Input to the annual rent setting process, preparing and sharing valuable insight. • Input to any offer of discount strategy, offering empiric evidence on prior performance and effectiveness. Customer Insights, Analysis & Product Proposition • Working with the operational team and Revenue and Insights team, lead on the analysis of marketing opportunities. • Play a lead role in consolidating our consumer insight as it relates to enquiry and booking sources and origin. • Lead a data-first strategic department bringing together all available insight for strategic alignment. • Champion customer feedback alongside the operations team to constantly review product, service and marketing. • Input to the product definition of new or repositioned assets. • Input to the customer proposition.
Marketing Director Chief Executive Officer Head Office Marketing Manager - Brand & Property Strategy, Marketing Manager - Campaigns & Optimisation, Communications Manager 37.5 / week
Role title: Reports to: Division: Direct reports:
Hours:
Key Responsibilities
Brand & Reputation • Gatekeeper of the visual identity and brand guidelines. • Act as custodian for the external brand integrity. • Accountable for all property photography, videography and virtual tours, including the
development and revision as required of a broader strategy. • Overall accountability Marketing and promotion materials.
Campaign Management • Build National and Local Marketing Strategy and Plan. • Manage delivery of both strategy and execution.
• Work closely with the international recruitment team on relevant marketing initiatives. • Overall accountability for delivering a best-in-class consumer website including delivery of a measurable online sales journey. • Work with HR, IT and systens teams to deliver a corporate website/ internal comms platform. • Developing Digital Marketing Roadmap and liaising with Business Intelligence Unit to maximise insight. • Oversee delivery for all aspects of digital lead generation including: • Paid Search • SEO • Listing sites • Online advertising • Social • Third party e-commerce • Accountability for developing lead conversion E-commerce strategy.
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• Work with Mobilisation plan for acquired assets.
People & Internal Communication • Conduct yourself in line with our culture and values at all times, as a senior leader in our business. • Lead the internal comms function working closely with HR. • Champion ideas among your team and the wider business, be open to fair critique of campaigns and messaging and engage those who are closest to our customer and experts in the sector. • Lead with your marketing expertise but ensure collaboration with colleagues on-site at each asset to roll out campaigns and gather feedback.
Health, Safety & Compliance • Top of your agenda at all times; practice an unrelenting approach to safety and welfare by adherence to any and all safety policies and processes in our organisation. • Develop an understanding within your respective function for all statutory and legal accountabilities we hold; furthermore, ensure that our teams understand why we perform such duties and encourage an environment where safety and welfare is never overlooked. • Create an environment whereby all team members feel confident and comfortable in raising any concerns about our properties or our practices as it relates to Health, Safety and welfare. • Ensure we hold ourselves to the highest standards as it relates to Customer data, consent and retention.
External Communications • Management of Crisis PR agency. • Leadership of all experiential events, including property launches. • Work with CMO on sector and real estate stakeholder PR. • Work with Central Operations Director on reactive/ crisis PR. • Manage delivery of social media strategy and content.
Team Leadership • Inspire and develop Marketing team. • Inspire and coach property teams. • Work cross-functionally with Senior leadership team.
Business Growth and Mobilisations • Work with Operations team to deliver launch plans for development assets.
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About you
Experience:
• 5+ years’ experience in a consumer Brand/Marketing/Campaign environment. • Minimum 2+ years’ experience in a senior role in brand/marketing/campaign team. • Worked in a Student Accommodation organisation is highly preferable. • Must have solid experience in marketing to a youth audience.
Skills/Ability/Knowledge:
• Passion for campaign marketing with a strong awareness of brand, developments and trends. • Commercially savvy. • Creative, innovative and ambitious. • Highly organised, methodical and efficient. • A collaborative leader. • Impeccable copywriting skills.
Collegiate standards
• It is your personal responsibility to work within Collegiate’s policies, procedures and processes at all times. For the purposes of clarity, this includes but is not limited to, items such as our employment policies, health and safety policies, equal opportunities, data protection, compliance and money laundering responsibilities. • All employees will act in accordance with appropriate professional and legislative regulations and codes of conduct. • The Company expects all employees to maintain good standards of electronic and/or paper filling as required in their role. • You will be expected to carry out all aspects of your role profile and any additional responsibilities as requested from time to time.
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Application Process
Application should consist of a CV and Covering letter please send to Hannah Searle hannah.searle@mrgpeople.co.uk or Hayley Mintern hayley.mintern@mrgpeople.co.uk
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