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Student Recruitment and Marketing Manager

London, England,
Company: ICON College of Technology & Management
Category: Management Occupations
Published 6 days ago

Job Details

Student Recruitment and Marketing Manager

Reporting to: The Managing Director/Director of Admissions

Accessible to: The Principal

Liaising with: Vice Principals (Academic) and (External Affairs) and other Senior Colleagues.

 

Introduction:

Founded in 2003, ICON College of Technology and Management is a modern, private and dynamic independent college of higher education in the heart of London and has around 1400 students. The College seeks to improve its student offerings year on year and develop a student-centred learning experience based on current teaching and learning pedagogies and systems of assessment. The College also seeks to satisfy the ever-increasing demands on higher education required by the Office for Students (OfS) and the Department for Education (DfE) in terms of widening participation.

In the past twelve months, the College has established a partnership with Falmouth University. This means that the College, in addition to offering its Higher National Diploma (HND) courses organized by Pearson, can now also provide a range of undergraduate degree level programmes. Postgraduate degree programmes are now also being considered. Please see the College website (www.iconcollege.ac.uk) for further details of the full range of programmes and subjects offered.


Job Purpose:

The role of Student Recruitment and Marketing Manager is responsible for managing marketing and communications for the college with a particular focus on student recruitment. This will include assisting with the development of long term strategic planning to raise brand awareness, increase lead generation activity, and run successful conversion campaigns in order to raise the profile of the college and increase quality student applications.

The successful candidate will report on marketing activity and deliverables making recommendations to the Director of Admissions/Admissions Team. The ability to work by yourself and as well as part of a team is crucial.


Duties and responsibilities:

The main duties of the newly appointed Student Recruitment and Marketing Manager will be:

Marketing, Brand and Communications

  • Assist in the coordination of a strategic and integrated marketing plan, applying best practice across all activities.
  • Developing promotional materials and marketing plans for traditional and digital advertising.
  • Devise, manage and deliver engaging content marketing campaigns that attract and convert the College’s potential diverse local, national and international audiences, making use of appropriate candidate segmentation techniques and past student testimonials.
  • Help produce written and video content to drive engagement and enquiry conversion.
  • Oversee prospect-to-enrolment campaigns, driving yield making use of marketing automation. Work with internal and external agencies, such as UCAS, and having the ability to work with creative media, print and digital materials/content to deliver appealing and effective marketing campaigns.
  • Manage and deliver the design, production and distribution of all external marketing and publicity materials, including brochures, prospectuses, etc., and create other, relevant and targeted pre- and post-application digital and/or print marketing materials as required.
  • Develop an evidence based approach to conversion funnel management including identifying meaningful KPIs. This will include reviewing the effectiveness of marketing and student recruitment activities and targeting areas for improvement.


Digital marketing

  • Create and deliver a digital first approach, implementing digital marketing strategies across the web, email and social media to meet annual recruitment targets.
  • Oversee all digital communication channels including: website, email marketing, social media channels and a private Facebook group for enrolled students.
  • Create and execute a content plan for the College’s social media platforms; Facebook, Instagram, Twitter and LinkedIn.          
  • Work with any media agency selected by the College to plan, execute and monitor online advertising, reporting regularly to senior management.
  • Analyse campaign performance using tools such as Google Analytics, making recommendations for optimal decision-making. This may include testing new digital marketing products.
  • Manage targeted email marketing campaigns.
  • Keeping abreast of the latest digital communication systems and identifying cost-effective and impactful digital marketing opportunities.


Administration, budget and team involvement

  • Work with the senior members of the College and the small recruitment/admissions team to monitor and develop the marketing budget.
  • Adhere to the College procurement policies and to seek best value for money in terms of the overall marketing budget.
  • Produce such reports as shall be required by senior managers and College committees such as the Academic Board, Finance Audit Committee and the Board of Governance.
  • Meet with Heads of Academic Departments and other senior members of the College staff.


Flexibility

There will be the need to communicate ideas and concepts to a wide range of people within the College and the post holder may be required to undertake work not specifically referred to above. Job roles may develop over time and any changes to a role will be discussed between line managers and their staff, with job descriptions updated as and when appropriate. Some attendance at evening and/or weekend events may be required from time to time.

Undertake such other duties from time to time, as assigned by, and agreed with, Managing Director/ Director of Admissions, the Principal, and to also liaise with the two Vice-Principals.


Additional responsibilities and involvement will include:

Membership of the Management Board and Academic Board, together with membership of such other groups and/or committees as shall be required/deemed appropriate from time to time.


Person Specification:

Essential requirements:

  • Educated to degree level (or its equivalent)
  • Experience of working in an integrated marketing role in any organization but preferably within a higher education or professional body environment. Private higher education marketing experience will also be useful.
  • Experience of leading and delivering digital marketing, social media and brand campaigns.
  • Creative approach, with the ability to produce clear and concise design briefs and follow them through to completion with any agency partner(s).
  • Email marketing experience, including creating, testing and sending segmented campaigns using a CRM system.  
  • Experience in preparing briefs and managing third party suppliers across creative, photo/video, and media.
  • Experience of marketing to local, national, and possibly international audiences with an understanding of cultural factors.
  • Excellent IT, writing and editing skills with attention to detail and the ability to use Microsoft Office, including Excel to analyse data, including the use of pivot tables.
  • Experience of content management systems and assisting with the updating of websites.
  • Understanding of CRM, with hands-on experience of nurture campaign marketing.
  • Good interpersonal skills, a team player and a flexible approach to working patterns.
  • Highly numerate and confident with data and its analysis and interpretation for audiences of varying knowledge and understanding.


Desirable requirements:

  • Professional qualification in marketing, digital marketing, or communications would be an advantage.
  • Familiarity with the independent higher education sector in the UK.
  • Competent with analytics tools such as Tableau, Power BI and custom CRM reporting.
  • Budget management experience.


Benefits:

The College will offer a competitive and negotiable salary up to 42-45K, depending on qualifications and prior experience. In addition, there will be 33 days holiday per annum; a range of work- life balance opportunities and family-friendly negotiated working arrangements. Employer pension contributions are provided in a range of 5-8%.


Application process:

Applicants must be able to demonstrate their eligibility to work in the United Kingdom in accordance with the Immigration Act, 2016.


To apply for this post, please submit to the College (preferably electronically) your CV, together with a letter of application (no more than the equivalent of three sides of A4 paper) briefly explaining how you satisfy the job description/requirements. The College Equal Opportunities form should also be downloaded from the College website and submitted with your application materials.


Your CV and application letter should (preferably) be sent to: [email protected] or you may post your application materials to: The Principal, ICON College of Technology and Management, Units 21-22, 1-13 Adler Street, London E1 1EG.

Please note that if you are short-listed for interview, references may be taken up by the College after successful interview. The successful candidate may also be required to undergo a criminal records check.


The closing date for the receipt of applications is: Friday 24 June at 12pm 2022.

ICON College reserves the right to close the vacancy early if it is deemed that applications demonstrating sufficient expertise have been received.

If you have not heard from the College within four weeks of the closing date for the receipt of applications, please assume that, on this occasion, your application has not been successful.


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