JOB DESCRIPTION & PERSON SPECIFICATION
Job Title: Assistant Marketing Director - Digital & Customer Journey
Job Ref No: REQ001576
Contract type: Full Time
Term Time Only: No
Hours per week: 37 hours per week
T&Cs: Scale: Support Staff
Salary: £40,678- £43,662
Salary Band: MS
Location: South & City College Birmingham*
*Post holders can be required to work at any College Centre
Responsible to: Marketing Director
Aims of Job/Job Purpose
The post holder will work closely with the Marketing Director and be responsible for managing and practically delivering digital marketing activity that will support the achievement of the College's strategic and financial targets for all customers. You will implement a digital marketing strategy aligned to providing an outstanding customer journey from initial touch points with prospective customers through to conversion, collaborating with academic staff, alongside the Management Information Systems and admissions teams, to retain and re-engage customers.
Especially focused on digital marketing to support the recruitment of students, you will leverage digital channels and lead on providing high-quality information and engaging content, to drive interest and increase conversion. These will be linked to specific performance targets which ultimately will lead to individuals making an informed choice about their studies, contributing to an increase in the enrolment and retention of students.
A true digital all-rounder, the successful applicant will combine deep experience in digital marketing campaigns, content management, and performance to enhance and manage various projects and social media strategy. We are looking for an experienced marketing professional, who knows the importance of a strong team culture, who has proven experience leading and developing a team to achieve marketing excellence. Enthusiasm, creativity, and a proactive approach are fundamental to this role, as is being an organised and logical problem solver who can delegate responsibility.
Key Accountabilities and Responsibilities
1. To design and deliver an outstanding customer journey (CX/IA) for all potential customers, maximising conversion of lead submissions to applications from initial touch points within the marketing funnel.
2. Work towards the achievement of specific KPI's for digital conversion performance set out in the Marketing Strategy, aligned to the wider college strategic and financial targets.
3. Collaborate with the Senior Leadership Team's within other college departments to ensure digital systems synchronise and align.
4. Manage the college website and content strategies and general digital housekeeping, making continuous improvements to the website with the aim of being the best in the sector.
5. Develop, manage and implement the rollout of the HubSpot marketing automation and CRM platform.
6. Create and manage multiple complex inbound nurture flows.
7. Be a conduit for aligning internal systems with information published on digital platforms.
8. Ensure digital marketing activity is GDPR compliant.
9. Monitor website consent and accessibility compliance, including photography and stakeholder information.
10. Ensure robust processes are in place and followed to ensure content and course information is up-to-date.
11. Supervise the upkeep of all owned and non-owned customer-facing platforms (all social platforms and third-party websites), ensuring content changes are made on a timely basis.
12. Execution and implementation of best practice online SEO, content development, analytics, product, and general housekeeping online.
13. Develop robust reporting of lead submissions / prospects within the marketing funnel, and their conversion to applications along the customer journey. Working with the Marketing Director and Assistant Marketing Director to highlight areas of concern.
14. The day-to-day management of staff in your team of 3-4 colleagues, taking responsibility for their deployment, development, and performance. Promote a performance culture by undertaking reviews with staff ensuring high levels of staff performance.
15. To undertake ongoing and consistent research to ensure that we are always using the most effective digital solutions.
16. Comply with all college policies and procedures with particular reference to EDI and Quality Assurance best practices.
17. There may be a need to attend events during the evening and weekends as and when required.
18. Undertaking any other duties commensurate with the nature and grade of the post.
Other Duties and Responsibilities
* Comply with internal and external quality standards and contribute to the college's strategic aims.
* Comply with college policies and procedures and health and safety regulations.
* Support the safeguarding and promotion of students' welfare.
* Maintain confidentiality in relation to all college information and to comply with Data Protection Legislation.
* Participate in the College's Appraisal scheme and undertake any training as required.
* Support and actively participate in the implementation of the College's Equal Opportunity policies.
This job description is intended as a guide to the main responsibilities and duties of the post and is in no way intended to restrict any individual in the performance of other duties within the general nature of the post as required by the College. The job description will be reviewed and updated periodically in the context of organisational and developmental changes, in consultation with the post holder.
It is an offence for anyone who is barred from working with children and or vulnerable adults to apply for this position. All posts are subject to an enhanced DBS check and will be carried out upon appointment.
PERSON SPECIFICATION
Characteristic
Essential
Desirable
Evidence
Leadership and communication: Demonstrable experience in, and the ability to, guide and influence a team and stakeholders, and act as an intermediary between departments.
X
Application Form/Interview
Analytics: A data-driven approach, working iteratively; an ability to use and interpret analytical tools to present and communicate opportunities in meetings for continuous improvement and to meet KPI's.
X
Application Form/Interview
Working knowledge of WordPress or similar CMS.
X
Application Form/Interview
Working knowledge of HTML, CSS, and JavaScript.
X
Application Form/Interview
Able to develop and use a marketing automation platform.
X
Application Form/Interview
Demonstrate industry experience in digital marketing strategy, social, SEO, email, and inbound marketing.
X
Application Form/Interview
Has significant professional knowledge in digital marketing gained through qualification, practice, and theoretical/conceptual understanding. GA4 Certification or equivalent.
X
Application Form/Interview
Strong knowledge of The General Data Protection Regulations (GDPR) and The Privacy and Electronic Communications Regulations (PECR), in a marketing context.
X
Application Form/Interview
Proven ability to establish targets and manage large-scale projects.
X
Application Form/Interview
Demonstrable record of working flexibly, using own initiative.
X
Application Form/Interview
Educated to Degree level or equivalent.
X
Application Form/Interview
Holds a current driving license.
X
Application Form/Interview
The College is committed to promoting a diverse and inclusive community - a place where we can all be ourselves and celebrate success together. We offer a range of inclusive employment policies, staff engagement forums (EDI Champions), and support services for all staff.
It is an offence for anyone who is barred by the ISA from working with children and or vulnerable adults to apply for this position. All posts are subject to an enhanced DBS check.
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