JOB PURPOSE:
Operating at a professional level, the successful candidate will be an ambitious and experienced marketer, responsible for providing specialist expertise in international marketing and campaigns and project management skills. The post-holder will be expected to deliver exceptional data-driven, multi-channel international campaigns and a small portfolio of annual showcase events to support the achievement of challenging recruitment targets and raise the University’s global profile. They will manage the development a suite of collateral which will serve global colleagues and stakeholders, and differentiate the Teesside University offer in a highly competitive market place and will project-manage brand-enhancing, showcase activities.
DUTIES AND RESPONSIBILITIES
1. Development and implementation of data-led, multi-channel international marketing campaigns. Including, but not limited to, digital advertising campaigns, email marketing and social media campaigns to support international recruitment activity and drive application numbers and conversion to enrolment.
2. Work with the University’s external enquiry and conversion provider and with other international marketing, recruitment and admissions colleagues to enhance and personalise applicant marketing communications, maximise conversion and enhance the applicant experience.
3. Analyse and report on the effectiveness of campaigns and activity, using a variety of data sources and a broad suite of analytical tools, to present to colleagues and inform strategy.
4. Undertake market research to identify sector, competitor, institutional and applicant behavioural trends. Provide regular insight reports to inform marketing strategy.
5. Project-manage the timely and on-budget delivery of high quality international marketing collateral, digital and hard copy, to engage and inspire international applicants, their influencers, and key strategic partners.
6. Ensure that all online and digital media are developed within the University’s quality standards relating to branding guidelines, and consider best practice, regulations, industry standard and legal compliance, and that they are made accessible to key stakeholders through the University asset bank.
7. Project-manage the Department of International Development’s key annual showcase conference and programme of other international events, leading a project panel of international recruitment colleagues, international teams, other university staff and third party providers.
8. Develop the University’s international web pages and applicant microsites, to provide a world-class applicant to induction experience and are optimised to get maximum ROI from digital activity. Ensuring content is fresh, engaging, accurate, consistent in message and brand and meets best practice.
Work in partnership with the regional offices to ensure local websites are consistent and represent the brand appropriately.
9. Regularly review and prepare reports for the Department of International Development on website usage using Google Analytics, to inform strategies for improved SEO and user experience.
10. Improve University’s visibility on social media platforms through the implementation of innovative and engaging campaigns and through effective performance analysis. Identify in-country social media and digital trends alongside our external marketing provider, regional offices and international recruitment staff.
11. Work closely with colleagues in international recruitment, the domestic Student Recruitment and Marketing team, and the Corporate Communications team to ensure communications are timely, accurate, consistent and follow agreed University protocols.
12. Develop an active network of key contacts around the University, to share knowledge and best practice and gain engagement in the University’s international strategy.
13. Act as an ambassador for the Department of International Development, representing the team and influencing decision-making at a variety of internal and external committees, working groups and events, including delivering presentations to large groups/senior colleagues and a variety of external stakeholders.
14. Undertake the co-ordination of Department of International Developments information governance responsibilities, including representing the team at internal information governance meetings.
15. Carefully manage and regularly report on the international marketing budget.
16. Line-management of the International Marketing Coordinator and International Marketing Assistant
17. Report to the Head of International Marketing and deputise as required.
18. Adhere to the University’s data management policy, carefully managing shared and owned content to safeguard against GDPR breach.
19. Adhere to the University’s health and safety policy and guidelines.
20. Promote equality and diversity for staff and students.
21. Carry out any other reasonable duties as required by the Director of International Development
