Purpose of the role Responsible for the leadership and management of the Marketing Team, this role will provide leadership and direction for: Learner Find across Bootcamps and Adult Skills Employer acquisiton to drive contract performance and strategic alignment to our business Marketing strategies to support the sales of our learning resources to educational organisations, impacting customer acquistion and new business Overall brand and PR to support the strategic position of The Skills Network in line with the vision of the Executive Team The job holder will support the Director of Market Solutions and Executive Director of Education and Innovation to shape market propositions aligned to the external environment and trends in the sector and communicate at all levels. Key Responsibilities Main Lead and develop the Marketing Team to deliver the strategy and support business objectives. Work with stakeholders across the business to ensure the successful design and execution of impactful campaign plans. Accountable for the delivery of the Marketing KPI’s Report on agreed metrics and provide monthly, quarterly and annual management reports and use data to make improvements and informed decisions. Effectively manage the budget and team resources to deliver targets, setting clear priorities Use data and sources to drive down the Cost Per Acquisition of learner across all contract types. Support the Director of Market Solutions to review/set up the marketing strategy and marketing plans and monitor progress. Shape market propositions aligned to the external environment and trends in the sector and communicate at all levels. Collaborate with cross-functional teams, including Marketing, Sales, and Digital Learning, to align acquisition efforts with overall business objectives. Ensure that all digital and traditional marketing activity is coordinated, delivered in line with budgets and demonstrates maximum return on investment Oversee paid, earned, and owned media channels and use ECRM and performance marketing to optimise acquisition strategies. Ensure a constant focus on ‘Cost per acquisition’ through our digital platforms to inform decision making around suitable marketing campaigns and campaign performance Utilise data-driven insights to continuously refine acquisition strategies and improve campaign performance. Ensure that website content is fully optimised for search engines (SEO) in line with company’s SEO guidelines and ensure high visibility of The Skills Network and its services Ensure all social media channels (Facebook, Twitter, Google etc.) represent consistent ‘on brand’ voice in line with The Skills Network brand guidelines Responsible for investment and performance of all paid media and digital channels including TV, Radio, Print, Display, Search and Events Ensure that printed sales merchandise including course brochures, course factsheets and corporate literature is engaging and meeting the desired objectives. Coach and develop the Marketing team around key themes such as digital marketing, analytics, strategy etc. Undertake performance management processes such as weekly team meetings, 1-2-1 meetings and formal performance review activities such as appraisals and ensure this happens for all team members. Stay abreast of industry trends and best practices in learner recruitment, performance marketing, and ECRM to drive innovation and competitive advantage. Identify and drive new marketing-based technologies into The Skills Network focusing on innovation, customer or client experience and return on investment. Management of external agency partners potentially including external events agencies, PR agencies digital marketing agencies and data providers. General Adhere to policies and procedures of the business Undertake any training relevant to the efficient execution of any of the above duties and take responsibility for his/her own professional development Undertake necessary Health and Safety responsibilities and duties as required by this post Undertake any necessary data protection responsibilities and duties as required by the post Undertake other duties and responsibilities as directed by Line Management from time to time Ensure the office is clean and tidy and clear desk policy is adhered to KPIs and Performance Measures for this role 100% completion of mid and end of year reviews Engagement score to be equal or better than previous survey and evidence of action against departmental survey action plan ROIS for LF and Lead Generation for resource sales, cost management Accountability 10 team members £1m budget accountability Planning scope – 2 years Skills and Experience Significant experience in digital marketing ideally gained in fast paced businesses or agency Experience in a high-volume customer facing business or e-commerce business Demonstrable experience in delivering inspiring Facebook campaigns focused on engagement and customer acquisition Experience with other high-volume platforms such as Twitter and Instagram Clear track record of driving measurable performance across channels including paid search, affiliates, CRM, SEO, social and display Experience managing a large marketing budget with an emphasis on social media and digital marketing, focused on budget deployment for maximum results and ROI Team management experience ideally across a range of digital and traditional marketing functions Experience utilising digital ad platforms such as Google Ads along with analytics tools such as Google Analytics Successful track record of managing and operationally delivering digital marketing campaigns with a strong focus on SEO, PPC, customer targeting and acquisition Ability to switch from a managerial and strategic approach to being hands-on in delivering and driving the digital marketing activity Ability to lead and manage a team effectively Ability to report on budget spend in relation to marketing plans and financial return Ability to plan and set marketing budgets with strict spend controls Ability to work in a busy, fast paced environment Must be able to communicate at all levels across the business REF-217 043