Appointment of the Group Director of Marketing, Recruitment & Communications

Welcome

Dear Candidate,

Thank you for your interest in joining the LSBU Group and for taking the time to read this recruitment microsite. I joined London South Bank University (LSBU) in 2018 and my role as Chief Customer Officer is a member of the Group Executive. I really value and enjoy working at LSBU because our mission aligns so strongly with my own personal values and I am always impressed with the commitment demonstrated by my colleagues in all areas of the Group, to do their very best for our students.

The LSBU Group is always focusing on delivering high quality, applied education, we have made significant progress in relation to student satisfaction and teaching quality. All of this good work has ensured that our students graduate not just with professional and technical knowledge relevant to today’s employers, but with the skills and experience of how to apply that expertise in the workplace. LSBU is a leading university for graduate starting salaries. We are a recognised leader in employer sponsored study with 2000 higher and degree apprentices alongside 5000 students supported by employers.

The LSBU Group embarked on an ambitious 5-year strategy in 2020 to transform the way our students learn and how we deliver education to our students.

Marketing, recruitment and communications are highly critical services within the group, and our five- year strategy sets out clear ambitions for both domestic and international student number growth, which must be underpinned by a strong institutional reputation and a clear, compelling and well-presented portfolio offer. In addition, we are ambitious to deliver an excellent student experience from application to enrolment, and to leverage digital technologies and specifically CRM to empower and optimise the applicant experience.

Marketing, Recruitment and Communications services are currently organised as three separate business units, working across LSBU university and South Bank Colleges. There is a need to create greater cohesion across these service areas and to develop and land the new, integrated department organisation model to improve service delivery, effectiveness, business impact and stakeholder relations.

At LSBU, we know that our diverse staff are our biggest strength. We’re fostering a culture where everyone can be their authentic selves. Where they can thrive as high-performing individuals in an educational Group proud of where and who we are and the communities we’re in. The leadership team of the LSBU Group firmly stand united against racism and in solidarity with the Black Lives Matter movement. We want all our staff to be happy, healthy and productive.

In this site, you will find more information about the role of Group Director of Marketing, Recruitment & Communications and more information about the LSBU Group. I hope this information gives you an understanding of the role and how we operate as a family of education providers.

I encourage you to find out more about why you should join us and I look forward to meeting you during the process and seeing what you will bring to the LSBU family.

Nicole Louis
Chief Customer Officer

LSBU Group

Founded in 1892 as the Borough Polytechnic Institute to “promote the industrial skill, general knowledge, health and wellbeing of young men and women belonging to the poorer classes”, the University’s mission has remained largely the same ever since: to provide professional opportunities to all who seek them. In 1970 the Institute merged with four other colleges to become South Bank Polytechnic. In 1992 after being awarded University status, the name changed again to South Bank University, before finally becoming London South Bank University in 2003. In 2019, South Bank Colleges was created, which together with South Bank Academies and South Bank Innovation, forms the LSBU Family of Educational Providers. The Group has a diverse, multicultural population of around 18,500 London based university students, plus around 6,500 transnational students, 7,000 college students and 1,100 academy students. Over half of the university students identify as BME, more than half come from deprived neighbourhoods, over 60% are mature students and 9% are international.

The University has a long history of providing employer-sponsored degrees with over a third of students studying on courses sponsored by their employers. As a result, the university has invested in its delivery of new Higher and Degree Apprenticeships. In addition to creating a dedicated team, the University has invested in a brand new apprenticeship hub (the Passmore Centre) for our employer-facing offer. Enterprise and business collaboration is central to the University’s work and in 2016 LSBU was named Entrepreneurial University of the Year at the Times Higher Education awards. In 2018 the University’s hub for entrepreneurial activity, The Clarence Centre for Enterprise and Innovation, was ranked in the top 15 worldwide of university-run business incubators.

The four pillars of the 2025 Group Strategy are Access to Opportunity, Student Success, Real World Impact and Fit for the Future. These pillars articulate what is at the heart of what the LSBU Group is trying to achieve. Success against the strategy will be judged against these four pillars. What joins these pillars is the overarching offer of delivering: Social mobility; A student experience designed around our students; Professional and technical education; Impact through insight; Strength from diversity; and Engagement with place.

ACADEMIC STRUCTURE
The University has eight schools of study each led by a dedicated Dean. These are:

School of Arts & Creative Industries
School of Built Environment & Architecture
School of Applied Science
LSBU Business School
School Engineering
School of Law & Social Science
School Allied and Community Health and Social Care
School of Nursing & Midwifery

The running and administration of the Group is carried out by a number of Professional Service Groups including: Estates & Academic Environment; Executive Office; Finance; Global; Marketing, Admissions & Communications; People and Organisation; Research, Enterprise & Innovation; Student Services; and Academic Related Resources.

THE CAMPUS
Situated close to Waterloo and London Bridge stations, London South Bank University’s main campus is located at Elephant and Castle in historic Southwark, only minutes away from central London and within short walking distance of the arts centres on the South Bank. The University also has a campus in Havering, which services our NHS partners in Essex. In 2021, Croydon campus opened, providing a Health focus for an additional 1,500 students. South Bank College has sites in Clapham and Brixton, and is developing a new technical college in Vauxhall, and our academies are based in Southwark and Lambeth.

The Student Journey Directorate

The Student Journey Directorate is committed to providing a seamless and excellent student experience which support students through every stage of their journey from applicant to alum, by delivering coordinated marketing of offerings in line with student profiles, converting prospects to students, providing excellent administration and customer service, delivering tailored and proactive support which meets individual student needs, driving service transformation through the innovative use of technologies, and building sustainable relationships post- graduation to ensure that graduates become life-long supporters and advocates.

Collectively, our leaders work together to:

  • Manage most non-academic interactions with students and act as the first point of contact for student enquiries.
  • Set students up for success and support them throughout their LSBU journey by providing personalised advice, guidance, wellbeing, employability and residential support.
  • Market and promote the strengths of our individual institutions, subjects and course offerings to attract the volume and profiles of students required on behalf of the LSBU Schools, Lambeth College and the Academies to meet agreed income targets.
  • Manage all aspects of course and student administration through registry services, to ensure smooth and compliant operations.
  • Develop and maintain all IT services and infrastructure to support the Group in day-to-day activities and to deliver against the crucial digital transformation agenda for both staff and students.
  • Proactively engage with alumni and external supporters to promote the LSBU Group and lead on the philanthropic agenda to provide additional access to opportunities for different groups of students.
  • Manage the brand, reputation and communications for the Group and its individual institutions.
  • Develop a network and community for LSBU students and graduates to encourage continued engagement, support and lifelong learning.

The role

Role title: Group Director of Marketing, Recruitment & Communications
Job reference: AQ1403

Context

This is a newly expanded role which is part of a suite of broader organisation changes taking place across the LSBU Group and specifically within the Student Journey Directorate.  Marketing, recruitment and communications are highly critical services within the group, and our five- year strategy sets out clear ambitions for both domestic and international student number growth, which must be underpinned by a strong institutional reputation and a clear, compelling and well-presented portfolio offer. In addition, we are ambitious to deliver an excellent student experience from application to enrolment, and to leverage digital technologies and specifically CRM to empower and optimise the applicant experience.

Marketing, Recruitment and Communications services are currently organised as three separate business units, working across LSBU university and South Bank Colleges. There is a need to create greater cohesion across these service areas and to develop and land the new, integrated department organisation model to improve service delivery, effectiveness, business impact and stakeholder relations. The postholder will be required to lead significant change in these areas, including implementing a new organisation model, leading on new ways of working, developing a clear strategic vision for the individual service areas, improve business processes, develop skills sets within the wider department and embed new technologies to drive effectiveness.

Reporting to the Chief Customer Officer and working closely with the University Provost and the Principle of South Bank Colleges, the Director of Marketing, Recruitment and Communications will have overall responsibility for all aspects of marketing, student recruitment, internal / external communications and reputation management and their associated outcomes. They will be accountable for achieving recruitment targets and for maximising marketing investment.

This is an ideal opportunity for someone with a strong track record in higher education student marketing and recruitment, who brings highly developed leadership skills, combined with the ability to lead a compelling change agenda and get the best out of a talented and committed team.

Role purpose

The Director of Marketing, Recruitment and Communications is responsible for planning, developing, implementing and monitoring the group-wide marketing strategy which is integral to achieving the ambitions set out in the 2020-25 LSBU Group Corporate Strategy.  The role has a particular focus on building the reputation of the group and its subsidiary institutions, growing tuition fee income from new students, developing new customer segments, widening access and participation in line with the group’s agenda for social change, and transforming the applicant experience by leveraging new technologies and ways of working.

Along with the Provost and the Pro Vice-Chancellor for Compulsory & Further Education, the Director shares accountability for new student enrolment income targets for domestic and overseas segments, and for growing the enrolment base in line with the priorities set out in the 2020-25 education strategy.

Budget accountability: c. £7m staffing and opex

Staff accountability:     c. 50+

Reporting into this position are the following teams:

  • Brand and Communications
  • Portfolio Marketing & Campaigns
  • Digital
  • Recruitment & Operations
  • Admissions

Main Responsibilities:

  • Provide strategic direction and leadership and successfully embed the new communications, marketing, and recruitment model, together with associated processes, ways of working and service delivery.
  • Lead on group-wide marketing and recruitment strategy development, encompassing secondary, further and higher education, which comprehensively supports the specific targets within each academic institution.
  • Translate strategy into fully joined-up marketing and conversion programmes which reflect the entire customer journey from awareness through to enrolment, designed to deliver an excellent student experience and fully maximise conversion.
  • Lead on refining the model for overseas recruitment to ensure sustainable growth and optimise applicant profiles and cost to recruit.
  • Set our clear operational roadmaps linked to strategy and set clear and measurable KPIs for marketing recruitment across the full applicant journey, translating these into measurable targets and KPIs for each sub-team and team leader.
  • Lead the development of a cohesive digital marketing and engagement strategy for LSBU student recruitment which reflects a significant step change to current practice, harnessing expertise from digital first industries and best in class operators.
  • Provide strategic oversight of internal and external communications programmes and ensure effective integration with marketing and recruitment activities.
  • Positively influence the culture of the marketing, recruitment and communications department, implementing actions which improve measures for employee engagement, performance, and attendance.
  • Embed equality focussed procedures and behaviours within own team and lead by example.
  • Build the skills and capabilities within the department through a systematic programme of performance management and development.
  • Create a culture of continuous performance evaluation of marketing programmes and monitor and refine outputs to achieve greater efficiency and ROIs.
  • Define and oversee the department budget, optimising spend and exercising oversight of delegated authorities.
  • Stay up to date with the latest technology and best practices.
  • Build and maintain a strong industry network across peer group professionals.
  • Contribute to the overall growth of the LSBU Group as part of a senior leadership cohort.
  • Take on such other duties and responsibilities as delegated by the CCO appropriate to remit and grade.

PERSON SPECIFICATION

Qualifications

  • A first degree or equivalent work experience.

Experience / Knowledge

  • Experience of leading at a senior level, a multi-faceted marketing department within a higher education organisation and of driving organisation model change.
  • Experience of leading on process design and improvement within the marketing discipline.
  • Experience of leading on marketing strategy development across a complex service offer.
  • Extensive knowledge of new and established channels to market and of traditional, contemporary and emerging media channels.
  • A detailed understanding of the UK student recruitment cycle and of effective domestic recruitment strategies and tactics.
  • A detailed understanding of the different models for overseas recruitment and experience in driving growth in this area.
  • Digital marketing expertise with significant understanding of digital campaign techniques, CRM, social media and web platforms.
  • Experience of leading brand and communications strategies and of their integration as part of a marketing mix.
  • Experience of procurement of marketing services agencies and on-going agency management for advertising, media and digital.

Behavioural Competencies

  • Strategic:  Ability to set a clear strategic vision whilst maintaining strong operational oversight.
  • Commercially minded:  fluent with financial planning and analysis linked to marketing outcomes.
  • Analytical:  Ability to analyse a wide range of insight focussed data sets to support strategy development and optimise performance.
  • Relationship builder:  Ability to engage with and earn the trust of a diverse group of internal and external stakeholders including Executive Board members and other senior officers on substantive, relevant business topics.
  • Inspirational leadership: Ability to inspire own workforce, peers and colleagues with vision for marketing and to engender collaboration and support for owned strategies and plans. Ability to inspire, coach and mentor senior / middle management and junior colleagues to optimise performance and build capabilities.
  • Accountable:  Highly accountable for owned deliverables. A ‘completer finisher’ mindset who delivers to committed deadlines and holds others equally accountable.
  • Sector knowledgeable:  Actively seeks to build on established understanding of best practice within the HE industry and wider market, to enhance the techniques of marketing recruitment within LSBU.
  • Problem Solver:  Be willing to go beyond the normal constraints and apply lateral thinking approaches to problem-solving. To question and challenge the status quo in ways which improve quality and performance.
  • Articulate:  Highly articulate in spoken and written English.
  • High Performance Culture:  A commitment to high quality work and outcomes with the ability to hold individuals to account, both within own team and outside to meet commitments and achieve desired results.
  • Collegiate:  Ability to promote positive and open working relationships, co-operating and liaising with others to achieve goals. Building and maintaining an environment of cooperation and trust within the team.
  • EDI:  An understanding of and commitment to safeguarding and equal opportunities.
  • Continuous Improvement:  Consistently seeks feedback through insight programmes and business partners on what is working well and what needs to be improved.  Actively seek feedback on own work and responds to it in a positive way that meets the needs of the organisation.

Requirements

  • Ability to work evenings and occasional weekends.

To download a copy of this Job Description and Person Specification, please click here.

To download a copy of the LSBU Group Corporate Strategy 2020–2025, please click here.

Terms of appointment

SALARY
Grade C

LENGTH OF APPOINTMENT
This is a permanent appointment.

DUTIES AND HOURS OF WORK
The nature of this post is such that the post-holder is expected to work such hours as are reasonably necessary in order to fulfil their duties and responsibilities. The University is operating a hybrid working model which means a mix of working on site and from home, confirmation of days worked on campus are arranged with the line manager.

HOLIDAYS 
The University’s academic holiday year runs from 1 August to 31 July. Annual leave entitlement for a full-time post is 30 days, in addition to statutory Bank Holidays and discretionary holiday.

EQUAL OPPORTUNITIES POLICY STATEMENT
The University is committed to equality of opportunity both as an employer and as an educational institution. The University will promote good relations among its staff and students and will create conditions that contribute to the full development and potential of all its members.

NO SMOKING POLICY
Applicants will wish to note that the University has a no smoking policy which means that smoking will not be permitted anywhere in the University buildings.

INTERNATIONAL APPLICANTS
At LSBU our many international staff and students are a valued part of our vibrant and diverse community, and play a vital role in the future of the University. We welcome international applicants who have the right to work in the UK or who are eligible for sponsorship under the Skilled Worker Route (SWR).

How to apply

Anderson Quigley is acting as an employment advisor to London South Bank University. An executive search process is being carried out by Anderson Quigley in addition to the public advertisement.

Should you wish to discuss the role in strict confidence, please contact our advising consultant at Anderson Quigley:

  • Alice Hayler on +44(0)7596 954 388 or alice@andersonquigley.com
  • Elliott Rae on +44 (0)7584 078 534 or elliott@andersonquigley.com

The closing date for applications is noon on Friday 13 May 2022.

Applications should consist of:

  • A full CV including your educational and professional qualifications, full employment history, latest remuneration, details of relevant achievements and contact details.
  • A covering letter stating how you meet the criteria in the Person Specification and outlining your motivation for applying for this role. Your covering letter should be a maximum of two sides of A4.
  • Details of two referees, though please note that we will not approach your referees without your prior consent and only should you be shortlisted.
  • Please follow the link to complete an Equal Opportunities Monitoring Form.

Completed applications should be uploaded at www.andersonquigley.com/candidates using the reference AQ1403

Timetable

 

Closing date: noon on Friday 13 May
Longlist meeting: Thursday 19 May
AQ preliminary assessment: w/c 23 and 30 May
Shortlist meeting: Monday 6 June
Final interviews: w/c 13 June (on campus)