8 | LEADERSHIP
THE ROLE | 9
Main Duties and Responsibilities: • Lead the Applicant Marketing and Market Development teams in creating and delivering a student recruitment marketing strategy, creating campaigns that meet
Personal Development / Performance • Demonstrate a commitment to continuing Personal/Professional Development.
• Provide important insight to the Deputy Vice- Chancellor, Executives Deans, Chief Operating Officer, and Director of Strategic Comms and Brand, to feed into the shaping and delivery of institutional recruitment targets. Develop strong, collaborative relationships to inform institutional planning and identify areas of risk – and their mitigation – in achieving these targets. • Monitor institutional marketing activity to support the achievement of challenging student recruitment targets across all levels of study. Foster a culture of continuous improvement to encourage positive change and enable delivery of successful campaigns. • Direct the creation of innovative student recruitment marketing campaigns, working with external marketing and conversion agencies where required, and liaising with the Strategic Communications and Brand team to ensure adherence with our overarching brand vision and guidelines, and optimal utilisation of our owned channels including social media and the Keele website. • Work with the Deputy Director of GSRA to identify and advise on the structure and format of admissions- related information, advice, and guidance to ensure compliance with CMA or similar legal regulations. • Provide guidance about new courses and markets that may help Keele to meet its strategic objectives and initiate developments in relation to the University’s course portfolio and new international partnerships. Enable the provision of insight and intelligence to shape and inform policy on tuition fees and scholarships, market trends, and new market opportunities.
• Take an active part in, and contribute fully to, meetings and team events within Global Student Recruitment and Admissions, and the wider University.
• Manage the Marketing and Market Development budgets ensuring that all relevant financial, regulatory and institutional policies and procedures are followed. • Seek or continue membership of key relevant national and international fora and committees and build associated relationships to broaden and enhance knowledge. • Undertake other duties as requested and reasonably required by the Director of Global Student Recruitment and Admissions, or the relevant line manager, where they are appropriate to the grade of the post
University objectives across our entire course portfolio. Ensure that all processes are efficient and effective across the team and that return on investment can be regularly measured and evaluated. • Support University strategic decision-making though the development of a full range of market and competitor insights leading to the understanding of how prospective students choose Keele University. Through customer analysis, improve understanding of the Keele prospective student decision making process. • Develop and nurture a high performing marketing and market development team, ensuring staff members have the required knowledge, skills and training to deliver their responsibilities. • Develop a high-performance culture that delivers consistent, high quality recruitment outcomes defined by the recruitment strategy, building capability and capacity where needed in response to emerging trends. • Work closely with Faculties, Schools, and the University Senior Management Team (where appropriate) to ensure institutional development and delivery of new portfolio and partnership options, ensuring that activity is co-ordinated and delivered effectively across the wider University.
• Manage current institutional partnerships and develop new ones in line with the University’s strategic plan.
• Ability to observe and define priorities and timetables in the achievement of strategic and operational objectives.
• Manage significant projects across Global Student Recruitment & Admissions
• Adhere to the University's environmental policy and procedures and seek to promote environmental sustainability within area of responsibility. Equality, Diversity, Health and Safety and Strategy • A strong commitment to the principles and practice of equality and diversity
• Establish resource priorities to ensure that activities achieve measurable impact. Ensure that all activity and promotional resources are consistent with the University’s strategy for its brand promotion and maximise competitive advantage, working closely with Strategic Comms and Brand. • Ensure that all relevant business systems are appropriately managed and deployed; oversee and project sponsor systems development, liaising with IT Services. • Maintain an awareness of national policy developments and legislative changes. • Ensure that comprehensive marketing plans are in place to support prospective student acquisition and conversion.
• Thorough understanding of the Dignity and Respect Policy Statement
• Take reasonable care of the Health and Safety of yourself and that of any other person who may be affected by your acts or omissions at work. • Co-operate with Keele University in ensuring as far as is necessary, that Statutory Requirements, Codes of Practice, University Policies and School/Departmental health and safety arrangements are complied with.
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