Appointment of the Head of Global Marketing & Campaigns

Welcome

Dear candidate

Thank you for your interest in joining the Marketing & External Relations Department at the University for the Creative Arts (UCA). At UCA, creativity and innovation are at the heart of what we do. Our legacy of educating eager and passionate artists, makers and thinkers runs back almost 160 years, and today we’re helping shape a global future that supports and nourishes talent worldwide. Our campuses across Surrey and Kent are vibrant communities, each specialising in different areas of the creative industries. We are also home to a thriving research hub, with academic experts and fellows leading the way in research on sustainability, design, textiles, animation, history and culture, and more.

Marketing & External Relations is a newly formed Department, created to develop a sharper and more strategic focus on our marketing and communications activity. We are now seeking to appoint the Head of Global Marketing & Campaigns to work with me and the rest of the team to drive forward our impact and success as a new Department.

The Head of Global Marketing & Campaigns will be responsible for the development, implementation and delivery of global marketing and campaigning to support the recruitment of home and overseas students. Working closely with our Heads of School, the postholder will promote the breadth and depth of our unique portfolio in the UK and in key overseas markets. The Head of Global Marketing & Campaigns will also drive the development of our visual brand, ensuring our campus environments and all our materials reflect the highest design values.

You will be a talented, creative and passionate marketeer with extensive experience of managing and executing insight driven, integrated, innovative and effective marketing campaigns via multiple channels and ensuring that they are delivered within budget, on time and achieve agreed KPIs.

This role offers the opportunity to join a newly formed team in an exciting, dynamic and globally focused creative institution. UCA is a truly exceptional and special place, and you can find out more about the University and the role on this website. I do hope that you will express an interest in joining us.

Our advising consultants at Anderson Quigley would be delighted to discuss this role with you. Their details can also be found on this site.

Yours faithfully

Angela Chadwick
Director of Marketing & External Relations

About us

At UCA, we believe that creativity makes global communities more vibrant, more innovative, more human. Which is why, for 160 years, our university has been a passionate advocate for creative education and research.

We offer courses in Architecture, Crafts, Fashion, Graphic Design, Illustration, Fine Art, Photography, Film, Media, the Performing Arts and Creative Business. Our programmes are acclaimed for their top teaching quality, and highly respected by creative sector employers.

Our campuses across Surrey and Kent, our Institute for Creative Innovation in Xiamen, China, and our homes within partner organisations such as the Royal School of Needlework and Maidstone Television Studios all have one thing in common: They are places to forge inspiring partnerships, make work with purpose and build real solutions to human problems across the globe.

UCA is organised into six Schools, each having courses on more than one campus and each with its own Head of School, reporting to the Deputy Vice-Chancellor.

The campuses are home to centres of excellence spanning a range of creative disciplines.

Canterbury
Canterbury School of Architecture & Design

School of Fine Art, Crafts & Visual Communication (also at Farnham)

Epsom
Business School for the Creative Industries

School of Fashion & Textiles

Farnham
School of Games & Creative Technology

School of Film, Media & Performing Arts
(Television Production is taught at Maidstone Studios)

School of Fine Art, Crafts & Visual Communication (also at Canterbury)

Our strategy

In the ten-year period from 2018-28, we’re working to make UCA an even better place to work and study, guided by our strategy to enhance the creative experience at UCA, and focus on building employability, inclusivity and diversity. Our priorities are:

  • A focus on providing a world-leading creative experience;
  • A focus on employability;
  • A focus on inclusivity; and
  • A focus on internationalisation and cultural exchange.

Our commitment to Equality, Diversity and Inclusion

We are committed to Equality, Diversity and Inclusion for everyone in the UCA community. Embodied in the 2010 Equality Act, UCA recognises and strongly upholds that all forms of unlawful discrimination, harassment, bullying and victimisation are unacceptable. We aim to ensure that no applicant, employee or student receives less favourable facilities or treatment (either directly or indirectly) on the grounds of age, disability, gender, gender reassignment, marriage, civil partnership, pregnancy, maternity, paternity, race, religion or belief, sex or sexual orientation

We greatly value a diverse community that is inclusive to all and supports everyone to achieve their full potential and we are continually reviewing how we work to ensure this is at the heart of all of our practices.

Find out more

You can find out more about UCA here.

The Marketing & External Relations Department

Marketing is a new Department that brings together all marketing, communications, external relations and digital activity. The new Department has been created to develop a stronger and more strategic approach to marketing and communications that will enable us to have a broader global reach and present the University more effectively across a range of media and to our internal audiences. We will work closely as a team, engaging with our internal clients and working on a range of strategies to raise our institutional profile, increase student numbers and support the ongoing evolution of UCA.

To view the Marketing and External Relations organogram, please click here.

The role

Head of Global Marketing & Campaigns

Job reference:
AQ1269

Location: Farnham (although travel to other campuses will be required)
Hours of work: 36.25 per week
Grade and salary: 10;  £50,295 to £54,943
Reports to: Director of Marketing & External Relations

Job purpose

The Head of Global Marketing & Campaigns will be a talented, creative and passionate marketeer with extensive experience of managing and executing insight driven, integrated, innovative and effective marketing campaigns via multiple channels to ensure that they are delivered within budget, on time and achieve agreed KPIs.

The role will take lead responsibility for the development, implementation and delivery of global marketing and campaigning in conjunction with the Director of Marketing & External relations to support the recruitment of home and overseas students.

This position will also work closely with Heads of School to accurately understand the challenges and requirements of the business and promote the breadth and depth of our unique portfolio in the UK and in key overseas markets.

This position will drive the development and implementation of UCA’s visual brand, ensuring our campus environments and all our materials reflect the highest design values.

Main duties

  • Introduce effective mechanisms to optimise, track and report on campaign delivery and success, evaluating activity and adapting campaigns based on findings, and reporting regularly on results including campaign reach, conversion and return-on-investment analysis.
  • Carry out competitor analysis and benchmarking to inform the development and direction of the UCA’s marketing and recruitment activity.
  • Spearhead the growth and development of the UCA brand in the UK and overseas via innovative, creative and robust strategies.
  • Act as the key custodian of the University’s brand, ensuring that our campus spaces and all marketing collateral is reflective of our design values.
  • Work with the Director of Student Recruitment to integrate the activities of the go-to-market campaign with the conversion and admissions processes, ensuring a unique and attentive experience for every applicant.
  • Drive forward the University’s use of insight and captured data to maximise the opportunities offered by the University’s customer relationship management system – building a communicative approach to the entire student journey.
  • Ensure and monitor quality control over marketing outputs, assessing relevancy, accuracy, status, appropriateness and timeliness of information; taking remedial action as appropriate.
  • Work proactively to identify areas of continued improvement in the context of emerging marketing requirements.
  • Appoint and manage marketing agencies to deliver against clearly defined KPIs.
  • Act as the lead marketing contact for UCA’s partners (domestically and internationally), ensuring that all activities and creatives meet agreed parameters.
  • Act as a senior advisor to UCA’s Executive Group and Leadership Team on all marketing activities, providing clear updates and recommendations as required.

Other duties

  • Undertake such other duties as are within the scope and spirit of the job purpose, the job title, and the grade.
  • Tale responsiblity for the health and safety of yourself and others in carrying out the duties of the role.
  • Promote equality, diversity and inclusion in the performance of your duties, in line with the University’s published procedures.
  • Take responsibility for safeguarding of children and vulnerable adults as a member of UCA staff.
  • Actively participate in learning and development to meet the requirements of your role and the organisation.

 

PERSON SPECIFICATION

Qualifications

  1. Bachelor’s degree in an appropriate subject.
  2. Master’s degree or Professional Qualification in an appropriate subject or a commitment to complete (desirable).

Experience  

  1. Experience of leading and managing marketing and campaigning functions and delivering to targets.
  2. Proven track record in executing lead generation campaigns that deliver sales pipeline.
  3. Demonstrated ability to execute projects and juggle multiple requests with minimal guidance in a fast-paced, entrepreneurial environment.
  4. Proven track record of brand management and maintaining visual consistency across platforms.
  5. Demonstrated ability to develop effective campaigns across overseas markets.

Personal qualities

  1. Ability to work in a collaborative, constructive way across all areas of an institution.
  2. Demonstrate an innovative and collaborative approach to solving problems, often under pressure.
  3. Demonstrable creative flair and a strong instinct for effective visual presentation.

Terms of appointment

The role is based at the Farnham campus and travel to other campuses will be required.

The role is grade 10 and the salary range is £50,295 to £54,943, though more may be available for an exceptional candidate.

Annual leave is 25 days plus public holiday and Christmas closure.

You will be eligible to join the Local Government Surrey Pension scheme.

UCA supports flexible working and offer family-friendly policies.

How to apply

Anderson Quigley is acting as an employment advisor to the 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 Elliott Rae on +44 (0)7584 078 534 or Elyse Turner-Pearce on +44(0)7808 648 559.

The closing date for applications is noon on Monday 21 February 2022.

Applications should consist of:

  • A full CV.
  • A covering letter (maximum of two pages) outlining how you meet the points under the person specification.
  • Please include details of two referees, though please note that we will not approach referees without your prior consent and only should you be shortlisted.
  • Please complete an online Equal Opportunities Monitoring Form.

Completed applications should be uploaded at www.andersonquigley.com/candidates using the reference number AQ1269

Proposed timetable 

Closing date: noon on Monday 21 February
Longlisting: Monday 28 February
Preliminary interviews with AQ: w/c 28 February and 7 March
Shortlisting: Wednesday 16 March
Panel Interviews: Wednesday 13 April (in-person at the Farnham campus)