Appointment of the Director of Communications & Brand and Head of Media & Communications

Grade: 10
Location: This post can be based at either the Bangor or Wrexham campus. The appointee can decide on their main base, they will be expected to be prepared to travel to the other campus on occasion.

Purpose of the job

To raise the profile and understanding of Bangor University locally, regionally, nationally, UK wide and internationally. In so doing to underpin and support student recruitment activity the enable the University to significantly increase the number of applicants it attracts. To redesign all functions for which responsible, to enable them to be sector leading for innovation, delivery and impact.

The postholder will be set targets in relation to the development of brand awareness regionally, nationally, UK wide and internationally. They will be expected to develop all of their areas of operation to contribute towards the delivery against these targets and thus provide a brand awareness platform which will underpin all aspects of the Universities work including student recruitment, staff recruitment and research profile.

Working directly with the Chief Marketing Officer and Vice-President International, the post holder will be expected to be a trusted advisor to the senior management of the University. The post will hold significant responsibility and influence.

Main duties and responsibilities

Develop strategic plans with measurable and accountable KPI’s for all areas of responsibility, which will ensure delivery against the targets set by senior management.

To strategically lead and manage the specific assigned areas to deliver against these strategic plans. More specifically:

Communications

• Lead the strategic and operational development of the external communications functions of the University.
• Develop a fully integrated external communications strategy which incorporates and fully exploits all media channels.
• Reinvent the University social media presence, with creative and effective targeting of both channel and message.
• Increase University coverage via broadcast media, particularly TV, UK wide and internationally to include breadth and depth of stories covered. To enable this, take the lead in the development of on campus facilities and staff training.
• Lead on the development of corporate content and messaging and support its use across the University.
• Advise on internal communications and lead on the development of internal communications plans at a corporate level.
• Lead a review and relaunch of the internal staff bulletin, enabling it to be more dynamic, creative and accessible.
• Build strategic relationships with the Students Union Executive to enable collaborative working in the communications area.
• Lead on identification and relationship building with local and regional stakeholders.
• Seek out, recommend and build capacity for regional/destination promotion outside of the region, in collaboration with other local organisations.
• Lead on the development of an annual programme of creative, high impact communications campaigns.
• Build the UK and international profile of key University staff to enhance the University profile.
• Proactively anticipate issues, challenges and opportunities and advise the CMO and University accordingly.
• Develop the University Crisis Communications Plan in line with the wider University planning and lead in delivering against it in partnership with the CMO.

Brand Marketing

• Lead a review of the brand profile of the University.
• Develop and deliver an annual brand marketing plan.
• Develop and lead advertising campaigns aimed at raising the profile of the University in general to a wide audience and to underpin more specific recruitment activity.
• Work with the CMO to further develop the University brand narrative and provide a suite of resources for use by the wider University.
• Work with external agencies to develop highly creative and innovative ways of communicating the brand.
• Review, measure and report on impact for all campaigns.
• Work with the College marketing teams to ensure that brand marketing and College marketing is mutually supportive.

Website

• Take responsibility for the provision and continual development of the website.
• Develop partnership working arrangements with staff across the University to facilitate University content development and maintenance.
• Lead on the development of annual plans for the ongoing development of the site.
• Ensure that the website is sector leading, meets user needs and is fully integrated with social media and other communications channels.

Alumni

• Lead on the development of a strategic plan for alumni relations including undertaking a root and branch review of current operations.
• Develop services and facilities for alumni to encourage them to remain engaged with the University.
• Identify and then utilise opportunities for alumni to enhance University marketing and recruitment ambitions in a way which is also beneficial to them.

General

• Line manage other related areas and portfolios as may be assigned.
• To be data led and data informed. Ensure that all activities and plans have clear and measurable KPI’s and that impact is measured and reported.
• Monitor competitor behaviour and ensure that we are market leading.
• Work with other Directors in the Directorate to ensure full integration, consistency and complementarity of activities between the services.
• Work with the Chief Marketing Officer (CMO) to develop and deliver a Communications and Brand Marketing Plan.
• Line manage and develop a complex team covering the areas of communications and brand marketing in the first instance.
• Manage budgets related to the areas of responsibility.
• Deputise for the CMO as may be required.
• To externally network and ensure active engagement regionally and across the HE sector.

Other duties and responsibilities

• The post holder will be expected to participate in performance review and developmental activities.
• The post holder will be expected to comply with the University equal opportunities policies, Dignity at Work and Study Policy and the University’s Welsh Language Policy and the Welsh Language Standards.
• The post holder has a general and legal duty of care in relation to health, safety and wellbeing and must take all reasonable steps to ensure a safe and healthy working environment for him/her self and for other members of staff, students and visitors affected by his/her actions or inactions.  The post holder is also required to comply with all applicable health and safety policies, procedures and risk assessments.
• The post holder must comply with relevant legal and financial policies and procedures and be aware of their responsibilities in terms of the legal requirements of their posts.

PERSON SPECIFICATION

Qualifications/Training 

• Educated to degree level or equivalent in a related subject, or have significant technical experience in directly related fields.
• Evidence of continuing professional development in directly related fields.
• Postgraduate qualification, or significant relevant experience in a similar complex role.
• Membership of a relevant professional body (desirable).

Experience/Knowledge  

• Significant experience of the development of strategic plans for the areas of communications which fall under this remit, with evidence of the setting of measurable KPI’s and successful performance against them.
• Significant experience of being the senior advisor to executive management on all areas which fall under your remit.
• A track record of successful leadership of communications and brand at a senior level within higher education.
• A track record of successfully leading on the development of an integrated service delivery for all aspects of communications.
• A track record of gaining media coverage UK wide and internationally across the broadcast media.
• A track record of developing an academic profile both in the general media but also in specialist media, including The Conversation.
• Experience of developing high impact communications and marketing campaigns which are sector leading and deliver tangible results.
• Experience in leading on the strategic and operational development of organic social media, ensuring it enhances the brand and reputation of the University across all audiences.
• Experience of community engagement locally and regionally to strongly position the University as a key partner within the region.
• A track record in successfully managing crisis communications across a range of issues.
• Significant knowledge of the higher education sector.
• Significant experience of working in communications and brand management within a large, complex organisation.
• Experience of the development and delivery of award winning campaigns (desirable).
• Experience of the management of other service areas which relate to marketing and communications (desirable).

Skills/Abilities  

• Highly creative with the ability to innovate in all areas of communications and brand marketing.
• Ability to monitor and evaluate progress and return on investment.
• Ability to form, develop and maintain high performing teams.
• Exceptional people skills, enabling the development of relationships internally and externally.
• Exceptional networking skills, particularly externally, within higher education and beyond.
• Self-motivated and resilient.
• Creative in the area of visual communication development, with creative flair (desirable)

Other  

• The ability to communicate through the medium of Welsh is desirable for this role.

Location: This post can be based at either the Bangor or Wrexham campus. The appointee can decide on their main base, they will be expected to be prepared to travel to the other campus on occasion

The ability to speak Welsh confidently to carry out certain tasks is essential for this post e.g. speaking to staff and students, answering phone calls, dealing with urgent enquiries in Welsh.

Purpose of the job

Bangor University has fantastic academic and teaching credentials and wishes to improve its visibility and communications reach. This post will play a critical part in leading a new strategic drive to raise our profile regionally, nationally, UK wide and internationally.

The post holder will need to combine strategic vision and strong strategic and operational planning and delivery skills, to deliver complex multi-channel communications which provide measurable results. In particular the role requires someone with significant skills and experience to take full advantage of the opportunities available across organic social media and broadcast media.

The successful candidate will lead and develop a team of communications professionals and manage communications budgets, taking responsibility for the effectiveness and efficiency of this service. The post reports to the Director of Communications and Brand, with a reporting line also to the Chief Marketing Officer and Vice-President International (CMO) who they will directly support and advise.

Main duties and responsibilities

• Act as a strategic advisor to the Executive on matters related to media relations and internal and external communications.
• Take the lead on the development of the University strategy on media relations and co-ordinate the delivery, across the University, of this strategy.
• Take responsibility for the management and development of the University brand and reputation via the media.
• Take responsibility for the provision of a 24/7 media relations operation and be the Senior Officer on call.
• Lead in the development of media relations activity which will significantly raise the profile of the University regionally, nationally, UK wide and internationally.
• Develop media and communications campaign strategies and delivery plans with measurable targets.
• Lead the identification and development of the University’s story and tell it in an exciting and engaging way to multiple audiences.
• Seek out, identify and deliver media opportunities aimed at raising the profile of the University’s academic and research excellence.
• Identify and build key relationships with journalists and media outlets worldwide.
• Lead on the development of organic social media including content planning and channel management.
• Act as the University senior advisor in all matters related to organic social media.
• Lead on the co-ordination of social media channels across the University ensuring the provision of guidance and support to other channel managers.
• Lead partnership working with marketing and student recruitment managers to plan and deliver multi-channel campaigns.
• Lead the delivery of a broadcast media strategy, ensuring worldwide coverage and recognition. Including the management of the logistics of timely responses to broadcast media requirements.
• Constantly monitor the media to identify opportunities for the University to raise profile and to take advantage of these in a timely and pro-active way.
• Lead the management of an out of hours, 24/7, media response service and digital channel monitoring.
• Lead the management of incoming media enquiries ensuring the positive profile of the University is maximised and that the reputation of the University is protected.
• Manage media monitoring, including the management of our media monitoring contract.
• Produce performance reports for senior management showing impact across all media.
• Take responsibility for ensuring positive growth in the University profile broadly and within the higher education sector.
• Manage crisis communications with the Director of Communications and Chief Marketing Officer, including advising the CMO on how to manage the communications, ensuring that the brand and reputation of the University is protected.
• Network internally and externally to build relationships with influencers and build strategic alliances.
• Manage communications-related budgets.
• Line manage a team of communications professionals.
• Deputise for the Director of Communications and Brand as required.
• Act as a trusted advisor to the CMO and the University Executive particularly in relation to crisis communications.
• Be prepared to travel and represent the University at exhibitions and events across the UK as and when required.

Other duties and responsibilities

• The post holder will be expected to participate in performance review and developmental activities.
• The post holder will be expected to comply with the University equal opportunities policies, Dignity at Work and Study Policy and the University’s Welsh Language Policy and the Welsh Language Standards.
• The post holder has a general and legal duty of care in relation to health, safety and wellbeing and must take all reasonable steps to ensure a safe and healthy working environment for him/her self and for other members of staff, students and visitors affected by his/her actions or inactions.  The post holder is also required to comply with all applicable health and safety policies, procedures and risk assessments.
• The post holder must comply with relevant legal and financial policies and procedures and be aware of their responsibilities in terms of the legal requirements of their post.

PERSON SPECIFICATION

Qualifications/Training  

Essential

• Educated to degree level or higher (or equivalent) in a related subject or equivalent high level, relevant experience in a complex role.
• Evidence of continuing professional development together with a Postgraduate qualification (or equivalent).

Desirable

• Membership of a relevant professional body e.g. CIPR (desirable).

Experience/Knowledge  

• Significant experience of working at a senior management level and being a senior advisor in a media relations role including advising on all matters related to internal and external communications.
• Significant experience of developing and delivering media relations campaigns which have delivered successful tangible results including strategically utilising social media channels to engage audiences and significantly raise awareness and brand perception, both UK-wide and internationally.
• Significant experience and success in developing and managing complex, multi-stakeholder relationships across multiple projects.
• Significant experience of working successfully with broadcast media, in particular topical news.
• Significant experience of successful crisis communications management.
• Experience of managing resources including staff, budgets and third-party suppliers.
• Experience of working in a senior management level media relations role within higher education (desirable).
• Experience of raising academic profile, both of an organisation and individual academic excellence, UK wide and internationally (desirable).
• Experience of setting up and running on-site broadcast media facilities (desirable).
• Experience of using media relations to increase student recruitment (desirable).

Skills/Abilities  

• The ability to recognise the potential, negative and positive, in a story and to advise and act accordingly with confidence. The ability to identify and tell a story in a creative and engaging way which is targeted at its audience.
• Proven ability to take responsibility for significant decision making, knowing when it is appropriate to refer to more senior managers.
• Excellent oral and written communication skills, including the ability to receive, understand and convey complex information which may be highly detailed, technical and/or specialist.
• The ability to understand and breakdown complex tasks and projects and to work with multiple stakeholders to deliver effectively, on time and on budget.
• Be results driven and able to work to targets, a standard setter and leader in seeking continual improvement.
• Confidence in initiating and developing internal and external networks to support project delivery and possess the ability to build highly effective teams including cross-functional teams for which the postholder doesn’t have line management responsibility.
• Strong negotiation and influencing skills, including at senior levels.
• Knowledge and experience of the political context of higher education.
• Experienced in using data to inform and enable targeting.
• Experienced in preparing reports for senior management providing evidence of impact and success.
• Ability to work with young people to engage and support them in media relations activity (desirable).
• Ability to work with academic staff to support and coach them in working with the media (desirable).