CAPITAL PROJECTS RECRUITMENT CANDIDATE INFORMATION PACK Digital Marketing Manager Candidate Information Pack
About Us We’re Student Roost. An owner and operator of purpose-built student accommodation across the UK.
We’re not quite the new kids on the block, having already created a portfolio of over 17,000 beds, in 48 buildings; but we’re at the very beginning of building our brand, our culture and our DNA. That makes it an exciting time to join us. Already, we’re made up of really good people and we’re a business who will endeavour, always, to do the right thing, in the right way – truly putting students’ experience, welfare and safety at the top of our agenda. We’ve all heard ‘if you build it…they will come’; we believe if you build it right, they will stay: that goes for both our customers and our people. We want to be a stable, welcoming and safe backdrop for our customer’s entire time at University, giving them one less thing to worry about. And for our people, we all spend more time at work than we do with our loved ones, we think it’s only right that you do that in an organisation, environment and a team that you love being a part of.
As a business built largely on acquisition, we have an array of properties and people, whilst many of our teams didn’t choose to come and work here, they do choose whether or not to stay and we’re confident we’re building a business that attracts talent from a variety of sectors and backgrounds, further diversifying the team in place. In little more than 12 months, we’ve built a complete HQ team, armed with little more than a Job Description and we think that’s testament to the experience candidates received when meeting with our team; a team of passionate, talented, like-minded individuals, who embrace the culture we’re seeking to build. Whether our properties were acquired from others or developed by ourselves, we’re excited about the positive changes we can bring to both the physical aspects of the property and the experience within it for our residents. We have, and continue to, invest in exciting, capital programmes, driving value for our residents, the people who work there and our investors. We look to our residents and property Team Members to help us better our understanding of the use of space; recognising those closest to the customer often know best. And for our people; providing welcoming work environments, interesting roles, competitive pay and benefits that matter to the individual. We’re starting to build out our Learning & Development framework too, so whilst the rewards should be there for everyone today, the real riches are in the long-term careers we can eventually offer. We’re putting major efforts into building a brand and an organisation that people want to work for and we think our greatest days are still ahead of us.
Jessica Gallop Director of People
Our Locations:
Liverpool Nottingham Newcastle Aberdeen Southampton
Wrexham
Birmingham
Sheffield Glasgow
York
Edinburgh Bournemouth
Bath
Swansea Leicester
Chester Belfast
Durham
*image for illustrative purposes only
WHAT WE OFFER
• Flexible tenancy lengths • Each site’s facilities have been tailored to their environment • Our rooms range from ensuite to studio and apartments • Excellent Customer Service • A home from home
Culture, Values & Behaviours You won’t find our values plastered across our walls, or our Team Members reciting them like a morning call; you won’t find a 100-page booklet detailing how we expect our Team Members to behave and you most certainly won’t find carbon-copy Team Members. Culture is how we work together to deliver a service to our customers, a meaningful career for our people and returns for our investors. It’s every single conversation we have internally and with our customers, parents, universities; it’s every piece of work we deliver, every person we hire, every supplier we pay, every room we sell, every new property we develop. Our values are delivered and not just displayed - It’s one thing to put our values on show; we’d rather put our people on show – that’s how we best demonstrate the values and behaviours here.
High Support – High Challenge
Reward what’s right
Freedom in a Framework
Lift
People over Policy
Base Camp
MORE ON VALUES
Let’s start with what they’re not…
They’re not a vinyl or fancy artwork on the wall. They’re not a banner on a website, nor a stick to beat Team Members with. They’re not delivered for you or handed over and they’re never an excuse.
Our values are the things we value here. The things that are important to us and the things we pursue and protect.
Authenticity
Decency
Integrity
Humility
Curiosity
Perceptive
Communication
Courage
Influence
Job Description Post title:
Digital Marketing Manager
Location:
Birmingham
Reports to:
Marketing Director
ROLE DESCRIPTION: If you’re fanatical about all things digital, excited about the opportunity to start with a blank page and keen to play a role in introducing an emerging brand to the market…then we think we have something for you. Providing services to the student population means we need to be at the top of our game where communication and engagement is concerned; advertising, interacting, transacting and communicating in ways that our customers want - not how we prefer. Our Digital Marketing Manager will be responsible for developing, implementing, tracking and optimising our digital marketing campaigns across all digital channels. From conception to execution; the role will be accountable for developing the strategies and marketing tools to lead successful, digital marketing campaigns. As an individual, you’ll be a creative force to be reckoned with; confident in proposing new ideas and always thinking about new ways to grow our digital presence. KEY ACCOUNTABILITIES: Safety & Welfare • 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 area for all statutory and legal accountabilities we hold; specifically, our obligations surrounding Data Protection and Advertising Standards. • Create an environment whereby all team members feel confident and comfortable in raising any concerns about our workplaces, properties, systems and/or our practices.
Website Design And Content • Constant improvement of the usability, design, content and conversion of the customer facing brand website • Creation of landing pages for specific promotions, in line with our in-year marketing plan. • Initial design and ongoing maintenance of content for the corporate website • Define and deliver our e-commerce strategy • Initiate a digital content plan Website Optimisation • Determine the appropriate SEO strategy for the business • Link-building strategy • Work with the Customer Experience team to develop our online review strategy and monitoring practices Digital Paid Advertising • Paid search and Google AdWords campaigns • Display advertising • Determine the frequency and volume of UCAS advertising and mail shots and execute against the in-year marketing plan • Listing sites - assessment, contracting and content management CRM Strategy & Execution • Working with the Customer Experience team, develop a routine of customer communications, the appropriate tone for our audience and a calendar of communications to best manage customer impact • Develop a campaign plan to target retention and recommendation • Email lead generation and conversion campaigns • Working with the Customer Experience team, provide expertise on the development of the Customer Portal
Job Description Social Media • Lead on the creation of a customer facing blog • Design, build and maintain our presence across all social platforms at a property and brand level Agency Management • Management of external digital agencies and advertising partners • Work in partnership with our outsourced PR support Reporting and Analysis • Measure and report performance of all digital marketing campaigns, and assess against goals (ROIs and KPIs) • Identify trends and insights, and optimise spend and performance based on the insights • Plan, execute and measure experiments and conversion tests • Utilise strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points • Evaluate emerging technologies and provide thought leadership for adoption where appropriate • Central data management People • Management of the digital marketing and social media executive, including development and support of team members
Person Specification
WHAT YOU’VE DONE BEFORE • Worked in a digital marketing role • Experience marketing to a youth audience • Experience in web optimisation • Agency management WHAT YOU’RE GOOD AT/KNOWN FOR • Passion for all things digital • Creative and innovative
• Commercially savvy and analytical • A great person to work alongside • Ambitious • Highly organised
To arrange a confidential conversation to discuss the opportunity in more depth, please contact Danielle Davies of The Management Recruitment Group on 020 8892 0115.
Closing date for applications: Sunday 17th March 2019.
Applications should be sent to; danielle.davies@mrgpeople.co.uk.
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