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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