10 | LEADERSHIP
THE ROLE | 11
Person specification
Skills/Aptitudes/Competences/ • Understanding of paid, owned and earned media channels and social media and how to use them to attract prospective students and convert them into enrolled student, whilst maximising ROI • Data driven approach to marketing and student recruitment with an analytical mind and the ability to translate insight into actionable strategies Understanding of how to effectively use market insights and research to support the development of new portfolios and courses, new markets, recommend market pricing and also to further develop a strategic approach to marketing and communications to prospective students
Experience • Significant experience of marketing management, covering all elements of the marketing mix
Qualifications/Education/Training • First degree or equivalent
• Marketing or business postgraduate or vocational qualification (for example: CIM or IDM) • Evidence of CPD (for example Chartered Marketer status) • Willingness to undertake further training as required
• Portfolio delivery within a university and partnership development and management
• Proven experience of shaping and delivering applicant marketing strategies, preferably at a senior level • Comprehensive experience of staff management, with the proven ability to lead and motivate teams to deliver targets.
• Excellent interpersonal skills, verbal and written communication with good attention to detail
• Campaign management with expert skills in setting objectives and KPIs and achieving challenging objectives
• Highly-motivated self-starter able to anticipate problems that may arise and use initiative, strategic insight and sector knowledge to deal with issues
• Experience of developing and leading teams and supporting high performance
• Autonomous and independent with ability to make decisions based on comprehensive knowledge of the sector and institutional needs
• Experience of successfully shaping and delivering strategic interventions in a collaborative environment, providing expert opinion and advice to senior managers, working with multiple stakeholders
• Excellent interpersonal and relationship-building skills, and an ability to work with tact and diplomacy to achieve desired outcomes when working with a range of people • Flexible and experienced in meeting deadlines and delivering high-quality work, and able to cope with multiple competing demands
• Project management of large projects for example: CRM or new website
• Ability to be flexible in approach
• Managing processes, procedures and
• budgets in a complex service-delivery environment
• International partnership development within a university setting (Desirable)
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