CAPITAL PROJECTS RECRUITMENT CANDIDATE INFORMATION PACK Brand & Campaigns Manger 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
Freedom in a Framework
Lift
Reward what’s right
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.
A
D
I
H
Authenticity
Integrity
Humility
Decency
C
C
P
C
Curiosity
Perceptive Communication Courage
I
Influence
”
The Requirements
Job Description
OVERVIEW: Our Brand and Campaigns Manager will be responsible for developing our consumer proposition, implementing, tracking and optimising our marketing campaigns across all markets. From conception to execution; the role will be accountable for developing the strategies and marketing initiatives to lead successful marketing campaigns. As an individual, you’ll be a creative force to be reckoned with; confident in proposing innovative ideas and always thinking about current ways to grow our market share and ensuring we sell every bed in our portfolio. RESPONSIBILITIES: BRAND RECOGNITION • You’re our brand guardian, owning its growth and development, ensuring all consumer facing marketing communication on and offline is aligned to our Brand ethos. • Become an expert in the product we offer; on each location we offer and the benefit to our existing and new customers of living with Student Roost. • Ensure the visual identity and brand values retain integrity in any and all campaigns and messaging. • Develop creative messaging that showcases each property and location and ensures we stand out in often crowded marketplaces. • Work with our brand guidelines to ensure each UK location is marketed to the highest standard and effectiveness. • Lead our consumer PR agency to ensure they know who we are and grow our brand penetration, ensuring they are fully supporting our properties to drive unique PR opportunities and fully aligned to our sector. • Be the eyes across the multichannel marketing collateral.
MARKETING • Lead the strategy and planning and execution of all promotional campaigns alongside your Digital counterpart, for the brand, including: o Resource management o Collateral o Experiential marketing concepts o Email o Social media o Online content optimisation o User experience and booking journey • Develop and constantly evolve a marketing plan for each property and location in the business, collaborating with your digital counterpart to bring the whole marketing landscape to life. • This role is a key business partner to our Regional Operations Managers who you will support in ensuring every bed is sold through targeted creative campaigns and sales activities. • Leads the mobilisation of our new acquisitions or developments, ensuring our knowledge of new markets is obtained early in the process, this role will lead on the full end to end campaign process from show flat to first arrival. • Develop key strategic partnerships from across the university/education landscape to promote Student Roost and drive our commercial success. • Develop an annual business calendar of highly engaging, retention-driving campaigns for each location, working with each market to ensure appropriate timing. • Work closely with key stakeholders to develop new campaigns and initiatives, tailored to the needs of the market or sales cycle. • Maintain an elevated level of understanding and appreciation of the national and local geography, demographic and segmentation; ensuring clarity of message tailored to relevant groups. • Contribute to our competitor and target market analysis. • Leading of the branding of email marketing campaigns to support a regular schedule of communication. • Effectively manage all external offline agencies that support Student Roost deliver its proposition to market • Working with Head of Digital Marketing ensure we have full analytics of campaign performance and ensure we are continually looking at ways to optimise campaign performance and incorporation into future marketing plans. • Working alongside our in-house digital team, develop and coordinate our email campaign strategy and activity.
ROI & BUDGET
• Own the offline annual budget always looking at ways to ensure activity is timely and impactful and that activity converts into sales. As a budget holder, you will be responsible for the budget delivery and will regularly input to routine reforecasting activity. • 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. • Partner with Regional Managers, Area Managers and Operations Managers, ensuring where spend is required from local P&Ls its effective and in line with our Brand. PEOPLE & COMMUNICATION • Always conduct yourself in line with our culture and values, as a leader in our business. • Champion ideas among your team and the wider business, be open to fair critique of campaigns and messaging. • Work in partnership with the Head of Digital Marketing to ensure we have a consistent tone of voice across all of marketing channels and consistent messaging. • Collaborating with colleagues on-site at each asset to roll out campaigns and gather feedback, as we are always looking to do thing that little bit better next time. 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.
About You
WHAT YOU’VE DONE BEFORE • 5+ years’ experience in a Brand/Marketing/Campaign environment with a solid understanding of B2B • Minimum 2+ years’ experience as a Manager in a brand/marketing/campaign role. • Advanced user of In Design suite or similar
• Previous experience as Manager or Team Leader • Working Student Accommodation an advantage • Must have solid experience in marketing to a youth audience.
WHAT YOU’RE GOOD AT/KNOWN FOR • Passion for campaign marketing with a strong awareness of brand, developments and trends • Commercially savvy, you have a sales bias as a marketer • Creative, innovative and ambitious • Highly organised, methodical and efficient • A great team player • Excellent grammar, spelling and attention to detail
WHAT WILL IT TAKE? Physical Effort
• This role is predominately desk based at our office in Birmingham, working in front of a screen for most of that time. In line with the DSE assessment, we encourage time away from your work- station, fresh air throughout the day and a good balance between systems and human beings! • Travel may be required from time to time especially when supporting our key leasing season Mental Effort • This is a role of competing priorities and as a seasonal operation, there are times of year when workloads may spike, or unplanned incidents will take over. The role requires someone highly organised, but someone who is calm and pragmatic in their response to changes. • Despite solid planning, short-notice work may be required of you. • Unpredictable pattern of activity, no two days are the same and this role would be more suited to someone who can operate effectively in a highly varied environment.
CAPITAL PROJECTS RECRUITMENT CANDIDATE INFORMATION PACK To arrange a confidential conversation to discuss the opportunity in more depth, please contact Danielle Davies of the Management Recruitment Group. Applications should be sent to danielle.davies@mrgpeople.co.uk.
Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16Made with FlippingBook flipbook maker