Purpose of the job

The Director of Campaigns and Brand Marketing role is a critical post within the Directorate of Marketing, Communications and Recruitment. It sits at the heart of the Directorate and is an intersection between the other Departments within the Directorate. The postholder leads on brand, corporate identity and all marketing campaigns related to brand building, UK and International recruitment. The post provides an opportunity to have a direct impact on how the University is seen and perceived across all of its markets.

Main Duties and Responsibilities

Strategic Leadership

• To strategically lead all University marketing campaigns including those related to brand, UK and International recruitment.
• To be the strategic lead for the University brand messaging and corporate identity.
• To lead on working with the Directors of UK and International Recruitment to develop marketing assets and campaigns to underpin their areas.
• To be an active member of the Directorate Senior Management Team, taking responsibility for leading on projects as assigned by the Chief Marketing Officer.
• To set, manage and deliver against KPI’s for all areas of responsibility.

Management

• To line manage the brand marketing team.
• To operationally manage assigned aspects of the work of the Student Recruitment Marketing team and International Marketing operations.
• To work closely with the communications team to ensure effective sharing of information and maximising the impact of each other’s work.
• To manage the sharing of information and content via the website, working closely with the Web Manager.
• To manage contracts and relationships with critical agencies including advertising and design agencies.
• To produce and deliver against annual campaign plans with measurable KPI’s.
• To be active in staying in touch with the external market and the behaviour of competitors.
• To manage budgets as assigned.
• To sit on the Recruitment and Admissions Strategy Group.

Brand Marketing

• To lead the ongoing development of the University brand and corporate identity.
• To have strategic oversight of the deployment of the brand across the University, ensuring the appropriate facilities are provided.
• To be the key advisor to staff on how to use the brand.
• To strategically lead on identifying brand profile raising opportunities and effectively exploit these.
• To strategically lead on University representation at critical shows and events including, the Urdd, National Eisteddfod and Royal Welsh Show.

Campaigns

• To strategically integrate brand building and recruitment campaigns to maximise impact and return on investment.
• To take the creative lead on setting the design language and content for all aspects of campaigns including equipment, literature, website and advertising.
• To work closely with, support and operationally manage recruitment campaigns delivered by the UK Recruitment Marketing team.
• In all aspects of campaign development to be data led, including setting measurable KPIs and producing end of campaign reports on impact and effectiveness.
• To lead on the integration of organic social media (managed by the Communications and Recruitment teams) with paid for social media campaigns.
• To lead on the development and delivery of key publications, including those related to student recruitment.
• To lead, develop and deliver award winning marketing campaigns.
• To lead on the design and management of internal awareness raising compaigns such as 25 by 25.

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

Essential

• 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.

Desirable

• Membership of a relevant professional body.

Experience/Knowledge

Essential

• Significant experience of the development of strategic campaigns and plans in the areas of brand marketing and student recruitment.
• Significant experience of using data to inform planning and of setting and effectively delivering against measurable KPI’s.
• Significant experience of being the senior advisor to executive management on all of the areas that fall under your remit.
• A proven track record of designing sector leading, impactful campaigns which met or exceeded targets.
• A proven track record of developing and effectively managing brand and corporate identity within a large a complex organisation.
• Significant experience of managing brands and campaigns within the higher education sector.

Desirable

• Experience of managing multi agency contracts related to advertising.
• Experience of designing and delivering award winning campaigns.

Skills/Abilities

Essential

• Highly creative with the ability to innovate in the areas of design, content and delivery channels.
• Ability to use data to target and prioritise and ability to use data to evidence performance.
• Able to present and persuade internally and externally.
• Ability to develop and manage complex internal relationships.
• Ability to network across the higher education sector.
• Self-motivated and resilient.
• Exceptional people skills, able to build and manage a strong and motivated team.

Desirable

• Evidence of sector leading creative developments.

Other

Desirable

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

General

The University is committed to supporting and promoting equality and diversity and to creating an inclusive working environment. We believe this can be achieved through attracting, developing, and retaining a diverse range of staff from many different backgrounds.  We strive to develop a workforce from all sections of the community regardless of sex, gender identity, ethnicity, disability, sexual orientation, trans identity, relationship status, religion or belief, caring responsibilities, or age. We promote and facilitate the use of the Welsh language through our progressive Welsh Language Policy. We comply with the Welsh Language Standards and are committed to equality of opportunity. You are welcome to apply for any job in English or Welsh and all applications submitted will be treated equally.

We are a member of Advance HE’s Athena SWAN Gender Equality charter and hold a Bronze award in recognition of our commitment to and progress towards gender equality within the University’s policies, practices, and culture. We are proud to be a Disability Confident employer.

All members of staff have a duty to ensure their actions are in line with the overall environmental aims of the University and minimise their environmental impact.

All offers are made subject to proof of eligibility to work in the UK and receipt of satisfactory references.

All candidates must meet the requirements of UK ‘right to work’ requirements *** If you require Home Office permission to work in the UK, or need to switch your visa status in order to take this job  we recommend you use the following link to information about the routes into employment and to check eligibility requirements: https://www.gov.uk/browse/visas-immigration/work-visas

Please note that we are unable to employ anyone who does not have the right to live and work in the UK legally.   When applying for this post you will be required to explain the basis upon which you believe you will be able to live and work in the UK legally on the commencement date of the role should your application be successful.

Please note that, in the event of applications being received from candidates on the University’s Redeployment Register with a reasonable skills match to the post specification, these applicants will be given prior consideration.

Post: Deputy Director International of Recruitment & Mobility
Grade: Grade 9
Reports to: Director International Operations and Admissions

The key purpose of this post is to lead the University’s international student recruitment and mobility efforts at undergraduate and postgraduate levels working as part of the International Office and driving a key business function within the institution.

This post will manage the institution’s International Recruitment and mobility teams and be responsible for increasing the number of international students recruited to the university in line with institutional targets and also increasing the number and range of students engaged in international mobility actives across the institution. The role will lead on delivery of marketing and recruitment activity to address international strategic objectives, and specifically, meet ambitious targets. This post will lead on the development of partnerships with key agents, sponsors, schools, and partner institutions within the region and be responsible for the development of regional strategies. The post holder will lead in raising the profile of Bangor in the region and in delivering wider internationalisation activity.

The role requires a confident, self-motivated, enthusiastic and target driven individual who can take appropriate initiative and who will lead on the growth in international student recruitment and support the institutional aim of increasing students engaged in both inbound and outbound mobility. A significant focus will be placed on developing effective business-to-business relationships and implementing a process of continual improvement around processes and systems. A focus will also be placed on project work, developing new initiatives requiring personal self-motivation, strong leadership skills, creativity, and initiative. The post holder will be an organised individual who will assume responsibility for the Bangor university international recruitment teams and the student mobility operations within the institution. The individual will be responsible for managing and developing teams that have responsibility for key recruitment verticals and both inbound and outbound student mobility and study abroad engagements. The individual will be responsible for engaging with key stakeholders inside and outside the institution. The individual will be familiar with coaching, training and developing high performance sales staff ideally within the higher education setting or similar. The successful individual will perform well under pressure and be experienced in managing and delivering to targets and agreed KPI’s.

The successful candidate will be a team player and will be expected to work closely with all members of the International Office, and to develop positive working relationships with staff from Academic Schools and other central University services. Significant overseas travel to meet partner institutions, agents, sponsors, and ministries of education, and to attend recruitment events such as education fairs and student interviews will be an important aspect of this post. The successful candidate will be expected to manage several teams, manage an extensive budget, and meet targets and will be responsible for the success of recruitment and partnership development along with the growth of both inbound and outbound mobility and study abroad activities across the institution.

Main duties and responsibilities:

• Develop and manage annual marketing and recruitment strategies for overseas recruitment and lead in the delivery of market entry strategies for new markets where appropriate.
• Manage marketing activity internationally to drive objectives and contribute to the delivery of targets set by the Director International Operations and Admissions.
• Play a leading role in the international activity of the institution – assisting and deputising for the Director of International Operations and Admissions as required
• Responsible for managing a high performance sales team based both in the UK and overseas, including target setting, coaching, training and overall management.
• Provide expert information and guidance to potential students and their partners about the benefits of studying at Bangor University, through attendance at exhibitions, briefing and training education agents and overseas representatives and conducting students interviews and making offers as agreed with the Director of International Operations and Admissions.
• Planning, delivering and participating in a range of in-country recruitment activities including presentations to government and independent agencies; attendance at education fairs; undertaking student interviews; visits to secondary schools, colleges and universities; delivering agent counsellor training.
• Provide regular reporting on performance compared to targets.
• Leading on process development within the international office to support all activities of Bangor University with regards to international recruitment and student mobility.
• Ensure appropriate and prompt follow up action is taken after overseas visits including follow up of enquiries, post event/analysis/written reports and analysis to support conversion and future planning.
• Develop Innovative and creative ways to promote Bangor globally.
• Manage large projects spanning the international operations within the institution.
• Work closely with the Marketing and Academic Schools and Colleges to achieve an integrated, effective and targeted recruitment effort. This includes the design and delivery of promotional campaigns and communication plans targeting individual markets. This may periodically include accompanying academic staff in-country visits.
• Work closely with the International Partnership Office acting as key contact to lead on exploring and following up on potential leads for new Pathway and Articulation partnerships. Develop strategic plans for the engagement with all overseas partners.
• Maximise conversion by engaging and responding to enquiries from potential students, offer holders, agents, partner universities, counsellors, government agencies and sponsors and support candidates at all stages of the application process. This includes working closely with Admissions, taking appropriate actions to convert offer holders into enrolled students whilst complying at all times with UKVI regulations.
• Ensure that recruited students meet UK Home Office’s UK Visas and Immigration regulations. Prior to authorising the release of the Confirmation of Acceptance for Study (CAS), interview candidates via skype/zoom and undertake financial checks to ensure that University requirements have been satisfied. The CAS will enable students to apply for a student visa to study at the University.
• Manage effective communication channels with organisations such as the British Council, Embassies, Funding Bodies, Ministries of Education and other government departments / agencies in order to maintain successful recruitment channels and capitalise on opportunities to develop new channels.
• Manage inbound visits to Bangor University from business partners, institutions and prospective students.
• The post holder will be expected to oversee the Senior International Recruitment Officer in managing operational expenditure within their defined region and work to ensure that we are at all times promoting a mission of value for money and return on investment for the institution.
• The post holder is required to work flexibly travelling internationally and undertaking evening and weekend work, both overseas and in the UK. There is an expectation that this post-holder will spend considerable periods of time overseas (up to 15 weeks per year, depending on governmental travel advice and guidance)
• Undertake other duties as may be necessary, or may be determined from time to time by the Head of International Recruitment and senior management.
• Coach and mentor colleagues, developing their capability such that each is able to contribute to the highest level.
• This is a general guideline and not a comprehensive list of duties.

Person Specification

Education, Qualifications and Training

Essential

• Educated to degree level.

Desirable

• Postgraduate or relevant professional qualification.

Skills 

Essential

• Ability to work lead a team to achieve or exceed common objectives or targets.
• Demonstration of creativity and initiative to achieve mutually beneficial relationships.
• Strong cultural sensitivity and awareness about local issues affecting international student recruitment.
• Strong ability to communicate to a wide range of audiences both in writing and verbally.
• Excellent organisational skills and ability to handle a varied and demanding workload.
• Effective research, analytical and IT skills.
• Ability to deliver effective presentations.
• Proven ability to develop effective working relationships both internally with the immediate and extended team and externally to achieve corporate objectives.
• Budget management.
• Attention to detail.
• Effective at creating an instant rapport with potential students.

Desirable

• An understanding of current issues relating to HE and education, the current international HE market and other opportunities for UK HEIs overseas.
• Project management experience with the ability to problem solve.

Work and Relevant Experience

Essential

• Proven experience of generating income in an international environment or in a fast- moving commercial environment.
• Delivery of marketing projects and high quality, creative and innovative marketing solutions.Track record of successfully working on new business development projects and achieving set outcomes and targets.
• Experience of managing relationships with international stakeholders such as recruitment agents, feeder colleges and schools, partner institutions etc Evidence of being able to resolve problems.
• Proven experience of managing high performance sales teams based in the UK and or overseas, including setting and managing to KPI’s. Along with previous experience of delivering against targets in a commercial environment.
• A clear and comprehensive understanding of the necessary UKVI and other regulatory requirements surrounding international student recruitment and mobility activities.

Desirable

• Experience of handling regional / country-specific marketing or sales campaigns overseas.
• Experience of running recruitment campaigns through intermediaries like British Council, local agents, and local offline/online portals.
• Experience of working with Academic Schools / Departments on integrated marketing and recruitment plans.
• Experience of working with sponsor bodies.

Personal Qualities

• Flexible approach and willingness to undertake extensive travel overseas and in the UK.
• Alertness and ability to be thorough in all aspects of work and see projects through to completion.
• Ability to work during weekends, public holidays and for extended hours during peak times according to the requirements of the employment contract.
• Ability to empathise with the purpose and values of the University and to work effectively with academic staff and students.
• Ability to work under pressure in unfamiliar surroundings.
• Enthusiastic and driven.
• Target driven, and capable of inspiring others both within immediate management structures and across the institution.
• Capable of working with tact and discretion.
• Self-motivated.
• Creativity and initiative.

Language

Desirable

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