Director of Marketing and Student Recruitment Candidate Information Pack
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It is with great pleasure that I welcome you to consider joining us as the Director of Marketing & Student Recruitment at the University of Northampton. As the Chief Operating Officer of this dynamic institution, I am privileged to witness the transformative power of education and the profound impact it has on transforming lives, and shaping the future of our students and communities, and I invite you to consider how you could support this endeavour. As a key member of our senior leadership team, the role of Director of Marketing & Student Recruitment holds a vital position in ensuring our marketing and student recruitment strategy is ambitious and reflective of the fundamental values of our institution. The University of Northampton is not only a centre for intellectual growth but also a place where creativity and forward-thinking ideas are cultivated. Our commitment to sustainability, social responsibility and impact, and community engagement is deeply ingrained in our values, and we seek a Director of Marketing & Student Recruitment who shares these ideals and will contribute to their realisation. Welcome.
This is an extraordinary time to be part of the University of Northampton, as we finalise our new strategy and set our vision for the future. We are seeking a visionary leader who possesses a unique blend of creativity and strategic acumen that can drive transformative change, harness the potential of digital marketing, and ensure that our marketing and student recruitment strategies are driven to new heights. As you join our team, you will find yourself surrounded by dedicated professionals who are deeply passionate about higher education and its ability to change lives and empower individuals to thrive, alongside a diverse and vibrant student and staff community that encourages creativity, collaboration, innovation and aspiration. I encourage you to explore this candidate pack and envision yourself as a crucial component of the University of Northampton’s continued growth and success.
Executive summary About us Marketing & Recruitment The role Working at the University of Northampton How to apply
Warm regards
Becky Bradshaw, Chief Operating Officer, University of Northampton
“Only when you
experience a place do you learn how to make it your own.”
About us.
The University of Northampton is one of the youngest universities in the UK, gaining full university status and research degree awaring powers in 2005. Whilst we may be a ‘new’ University, we have made our impact in the Higher Education sector. We are committed to doing things differently; for example, we were the first University in the UK to be named as a Changemaker Campus in 2012 and are dedicated to creating social impact in all that we do. Our overt focus on positive change was spearheaded by our relocation to Northampton town centre with the opening of our Waterside Campus for the 2018/2019 academic year. The impetus of this bold move was to create a
learning experience based on how our students want to learn, rather than how it is expected, whilst also securing the sustainable future of our University. Since 2018, we have embraced our purpose- built state-of-the-art campus, being witness to many day-to-day interactions/experiences of our University community within our new physical estate. Listening and learning from those experiences, has allowed us to identify further opportunities to evolve. Against a backdrop of sustained growth in student numbers, with 2022 marking our current record year, this is an exciting era for the University of Northampton. Our recent achievements can be viewed at northampton.ac.uk/about-us/our-achievements/
Becky Bradshaw, Chief Operating Officer
The Marketing and Recruitment Team
Chair of the Board
Vice Chancellor & CEO
Chief Operating Officer
Director of Estates & Campus Services
Associate Director of Governance Compliance & Risk
Director of Marketing & Student Recruitment
Director of Human Resources
Academic Registrar
Chief Information Officer (IT Services)
Director of Global Engagement
Service Administrator
Deputy Director Home Recruitment
Assistant Director of Marketing & Research
Assistant Director of Social Media, Digital Content & Engagement
Senior Marketing Officer UK Recruitment
Assistant Director Marketing & Recruitment Events
Marketing Account Managers x4
Team Leader Digital Development
Events Team x5
Digital Design Lead
Schools Liaison Team x4
Marketing & Advertising Manager
Email Campaign Manager
Web Developer x2
Brand Team x4
E Comms Marketing Assistant x2
Web Content Editor x2
Digita Analyst l
Marketing & Social Media Assistants x4
Scholarships Administrator
Social Media Manager
The role.
benchmarked by internal and external data, and that the University has a robust reporting and monitoring framework to evaluate the effectiveness of activities that focus on impact and return on investment. • Leading on the development of data- informed student recruitment and outreach for UK students that will meet the University’s strategic targets and increase the demographic diversity of the student body in line with the University’s Access and Participation Plan. • Representing the University at local, regional, national, and international level, as required, maintaining good relationships with external stakeholders and existing partners, and developing extensive networks that inform future partnerships. • Maintaining currency of knowledge of higher education sector developments and expertise in marketing and student recruitment innovations and make recommendations to the University Leadership Team and others about the optimal marketing and student recruitment strategies that will increase applications and market share. • Leading, motivating and empowering staff to operate as a high-performing, ambitious and creative team that is target orientated, keen to deliver success and engaged in a culture of continuous improvement. • Championing a culture of transformation and celebration of difference, and lead staff in embedding behaviours and practices that fully incorporate equality, diversity, and inclusion across all areas of operation, and ensuring that all marketing and student recruitment strategies focus on increasing the diversity of our student body. • Ensuring the service has in place appropriate and effective business continuity arrangements to minimize disruption to services in the event of unplanned for circumstances. • Exercising budgetary management across all areas that fall within the remit of the role, ensuring cost-effective and efficient use of
resources. • Identifying new strategic opportunities and risks that create a need for innovation in operating models, organisational design, use of technology, workforce size, shape and capability. • Evaluating and proposing where new technologies, automation, artificial intelligence (AI) and emergent technology can help the organisation reshape the nature of work in Marketing & Student Recruitment, including the design of job roles, work processes and practices. • Conducting effective business planning and performance monitoring, including reporting regularly against agreed KPIs, developing short, medium- and longer-term plans and monitoring progress against objectives, adjusting plans in response to internal and external factors as required. • Leading and developing the Marketing & Student Recruitment team, embedding a sense of common purpose and promoting a diverse and inclusive working environment that in turn improves the overall employee experience. • Providing the Marketing and Student Recruitment leadership team with a source of expert advice and support, including encouragement to identify and try innovative approaches to deliver improved services and outcomes, informed by professional trends and benchmarking. • Actively contributing to the University Leadership Team and Professional Services Group, chairing or participating in a number of senior committees and presenting regularly at Board level committees on the Professional Service performance and strategic direction. • Establishing and leading internal networks and working groups across UON to address specific marketing and student recruitment issues, and lead external networks, for example, regional knowledge exchange networks.
Principal duties & responsibilities The role will be responsible for: • Providing expert, high quality professional advice, support and information to all levels of the University on the planning, implementation and achievement of its marketing and student recruitment objectives, acting as deputy for the Chief Operating Officer at key meetings or for agreed tasks, where appropriate. • Leading on the development of innovative and transformational strategies and operational plans for student recruitment, marketing, brand and communications, in line with the University’s Strategy, and ensure that these are effectively implemented and communicated to internal and external stakeholders. • Ensuring all student recruitment activities are data-led and target driven, to maximise on lead generation and deliver growth in the number of applications and demographic diversity of applicants, while delivering optimal levels of conversion through the implementation of an innovative and sector-leading prospect journey from enquiry to enrolment. • Leading on the University’s strategic brand development and visual identity, ensuring that the brand narrative is consistent through all marketing, communications, and student recruitment activity. • Leading on the development of the digital marketing infrastructure, visibility and reach across web and social media channels to ensure effective delivery of student focused marketing campaigns across a range of platforms. • Leading on the development of the data capability, market research and insight functions ensuring that operational plans and student recruitment strategies are data driven, fully evaluated and
Responsible to
Chief Operating Officer
Overall purpose Reporting to the Chief Operating Officer and as a member of the University Leadership Team, the Director of Marketing & Student Recruitment will provide inspirational strategic and operational leadership to deliver the University’s student recruitment, marketing and outreach strategy, supporting the organisational strategy and enhancing the University’s reputation and profile. The role of Director of Marketing & Student Recruitment is key to the University’s future performance, growth, differentiation and purpose. Operating with credibility, experience and confidence the role holder will take the lead in defining the marketing and student recruitment strategy, and will provide leadership for a range of business areas including marketing, brand development and management, home recruitment, schools and colleges liaison, social media and web development.
Core people management duties and responsibilities • Regularly review the Marketing and Student Recruitment directorate staffing to ensure maximum effectiveness and efficiency is delivered whilst providing high quality leadership and management for all staff in the department. • Lead, develop and empower the Marketing and Student Recruitment leadership team, ensuring the delivery of effective and efficient services and fostering an inclusive and high performing culture that promotes wellbeing. • Provide strong strategic and inspirational leadership, management and coordination of service provision, ensuring the management standards and activities expected by the University are delivered to direct line reports and the broader directorate. Generic duties and responsibilities • The post holder will be expected to undertake other responsibilities and tasks as reasonably requested by the Chief Operating Officer. • The post holder will be responsible and account- able for ensuring all employment legislative requirements are adhered to including equality and diversity and health and safety issues. • The job description may be altered at any time in the future in line with the level of the post to meet changing institutional requirements, but only in full consultation with the post holder.
Person specification.
Qualifications Essential:
Personal qualities Essential: • Highly visible, capable, positive and confident leadership style with ability to exemplify the University’s values and demonstrate integrity in relationships, decision making and actions. • Proven ability to work collaboratively with people at all levels, establishing and maintaining relationships with key internal and external stakeholders, and adopting a listening and consultative style to identify shared issues and solutions. • Exceptional negotiating, influencing and communication skills. • Effective team leader, able to role model positive line management behaviours, set relevant objectives, support development and encourage innovation, and promote a diverse and inclusive culture. • Strong strategic thinker – outward looking, able to scan for opportunities and challenges, synthesise multiple sources of information and data and then create strong people strategies; • A commitment to the mission and values of the University, including a strong commitment to Equality, Diversity & Inclusion. • Ability to navigate a complex policy and institutional environment with a mix of flexibility, strategic planning and clarity. • Exceptional judgement and emotional intelligence, and the intellectual capacity to operate credibly in a forward thinking university environment. • Creative and problem-solving approach to decision making. Desirable: • Ability to drive and adapt to organisational change technological advances in the workplace
• Degree or commensurate professional quali- fication/experience and evidence of ongoing professional development Desirable: • A postgraduate qualification in a relevant discipline. Skills, knowledge and experience Essential: • A track record of developing and leading a successful marketing and student recruit- ment strategy. • A proven track record of adding value to a senior leadership team in an organisation of complexity and scale, and successfully lead- ing a large multi-disciplinary department. • Experience of leading the introduction of dig- ital and technological developments as they relate to marketing and student recruitment, and applying these in an operational context to improve competitive position and market share. • Ability to assimilate and understand complex sector data and management information and evaluate the impact of shifts in applicant behaviours and wider sector developments on the University’s competitive position. • Experience of building successful relation- ships with a wide range of internal and exter- nal stakeholders and working in partnership collaboratively, internally and externally, to achieve results. Desirable: • Demonstrable experience of driving improve- ments in costs, efficiency and productivity whilst delivering a first class marketing and student recruitment strategy. • Experience of developing data collection and utilisation strategies to support the develop- ment of Key Performance Indicators and tar- gets, and of evaluating performance leading to positive improvement.
Community, bringing together teams from across the University to support, improve and promote the wellbeing and physical and mental health of those living, studying and working here. • We have trained over 130 Mental Health First Aiders to ensure we have a network of staff who have the knowledge and confidence to recognise the signs and symptoms of common mental health issues and can signpost you towards the right support • We have a number of staff networks to support you including New Parents, LGBT+, GEM (Global Ethnic Majority) and Women • Our Employee Assistance Programme which is provided by our Occupational Health partner includes advice and counselling services to offer support through times of difficulty. Work - life balance/smarter working We want you to be able to carry out your work in a way that best supports UON and our students, but also you as an individual. We understand what that looks like will vary between different areas of the University as well as from one person to another. With Smarter Working you can work with increased flexibility, if you would like to, to facilitate greater freedom, autonomy and to better support each of us as individuals. Should you have family/caring responsibilities, we also have a whole package of family-friendly policies that provide for flexible working, maternity, paternity, shared parental and adoption leave, and leave for family emergencies. Environment We have reaffirmed our commitment to combating climate change and have pledged to become net zero carbon by 2030. We have also retained our green accreditation in Investors in the Environment.
Pension scheme The Local Government Pension Scheme (LGPS) is the main scheme for professional services staff and is worked out every scheme year and added to your pension account. The pension added to your account is equal to a 49th of your pay in that year. At the end of every scheme year the value of the pension in your account is adjusted to take into account the cost of living (as currently measured by the Consumer Prices Index (CPI). After you retire your pension will also keep pace with cost of living increases. It also includes immediate life cover and a pension for your husband, wife, civil partner or nominated cohabiting partner and eligible children in the event of your death and, if you ever become seriously ill, and you've paid in for at least 2 years, you could receive immediate ill-health benefits. Health insurance Health insurance is provided for single, individual coverage. There is also the option to purchase cover for a partner and/ or family at your own cost. Career development Since education is part of our core business, we care deeply about career and personal development. You’ll benefit from: • a structured induction programme for new starters, to make you feel welcome and part of our team • an annual performance and development review, to help identify your career aspirations and structure your individual development plan • access to an extensive programme of courses, designed by our in-house Staff Development team, for all career stages • access to LinkedIn Learning – a library of high quality training videos that cover a wide range of subjects. Employee wellbeing At the University of Northampton, we believe in the importance of health and wellbeing and we aim to ensure it underpins the staff and student experience at all stages. With this in mind we have introduced the Waterside Wellbeing
Working at the University of Northampton. Our mission is to transform lives and inspire change. We aim to ensure you have a positive experience of working with us by providing a supportive and caring environment. We also have a unique commitment to social impact which means we support our staff and students to
Generous benefits package
Our job opportunities all include an excellent benefits package that includes many features that are hard to find in the private sector: • Generous annual leave allowance, including Christmas/New Year closure - 35 days plus bank holidays and University closed days • Pension scheme membership to provide benefits for you and your family • Generous sick pay • Employee Assistance Programme with advice line and counselling • Learning and development opportunities; • Cycle to Work Scheme • Long service awards • Staff discounts on a range of products and local services including the ability to purchase a TOTUM student discount card which gives you access to over 350 student discounts.
For a confidential discussion to learn more about the role and opportunity, please contact the University of Northampton’s appointed recruitment partner Sian Gardiner of MRG University People: sian.gardiner@universitypeople.co.uk Applications should consist of a CV and covering letter and should be sent to northampton@universitypeople.co.uk Closing date for applications is Sunday 10th September 2023. Final Interviews will take place at our Waterside Campus on Tuesday 10th October 2023. The University of Northampton is committed to providing a vibrant, ethical and sustainable work, study and living environment that values equality, diversity and inclusion. This commitment, along with our legal and moral obligations, provides an inclusive environment for staff, students and the public who may be affected by our activities. Together @ UON confirms our commitment to equality and inclusion, underpinned by our belief in taking action. We are dedicated to creating an environment that celebrates equality and harnesses the power of diversity. Together @ UON demonstrates our pledge to our staff, students and partners to nurture and develop an environment where equality and inclusion can thrive whilst we Transform Lives and Inspire Change How to apply.
northampton.ac.uk
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