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.
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