B2B Marketing Executive. 23,174 to 24,706 per annum. 37 hours per week. Digital (Marketing) Tewkesbury Launchpad/All Sites.

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1 Post number: N106 Closing date: 10.00pm, Sunday 1 st March 2015 Short listing date: Monday 2 nd March 2015 Interview date: Tuesday 11 th March 2015 We are committed to ensuring all individuals are valued and work in a safe environment, promoting the ethos of Safeguarding and Equality and Diversity in all of our practices. We expect all staff to share this commitment. Job title: Grade / salary: Hours: Department: Work location: Responsible to: B2B Marketing Executive 23,174 to 24,706 per annum 37 hours per week Digital (Marketing) Tewkesbury Launchpad/All Sites Head of Digital 1. Job purpose Gloucestershire College is an innovative and successful further education college with campuses in Cheltenham, Gloucester, Forest of Dean and Tewkesbury. The College has a vacancy for a commercially focused Business to Business Marketing Executive to support the Head of Digital in delivering a strategic marketing plan for the College s Business Hub focused on employer engagement and commercial business growth. The post holder will be responsible for the development and implementation of B2B marketing campaigns throughout the year to deliver qualified leads to the team of Business Consultants, advance the profile, reputation and development of the Business Hub with B2B customer acquisition, sales and return on investment against agreed targets the core focus at all times. This will be achieved through the delivery of a mix of direct and digital marketing campaigns, utilising a range of marketing techniques, including offline and online content, market and data analysis, segmentation and targeting through our CRM system, PR, events and bespoke literature. The post holder will have a minimum 3 years experience in B2B marketing, with a clear focus on maximising sales and be comfortable delivering multiple campaigns to different segments, working closely with internal sales and curriculum teams to an agreed timescale and budget. 2. Main duties and responsibilities Work with the Head of Digital and Head of Business Development to identify strategic sales priorities and develop appropriate marketing strategies. Facilitate commercial growth for the College s Business Hub and Head of Business Development, contributing to established KPIs for engagement, conversion and return on investment. Manage all B2B Marketing activity, devising efficient and practical marketing strategies to engage employers and maximise sales. Use CRM to undertake segmented direct marketing from mailings, and telesales to deliver highly qualified leads. Ensure all campaign activity is tracked, monitored and performance measured to deliver maximum ROI.

2 Monitor and measure the response and effectiveness of strategies and marketing campaigns to determine ROI against agreed targets. Develop value propositions and branding for new service offerings and be able to create and organise the production of all marketing material, presentations and case studies for existing and new services. Execution of Search Marketing (and SEO). Gain a thorough understanding of the market and its competitors, the market needs and preferred communication channels to inform planning, future campaign delivery and product development. Undertake market research, competitor analysis, statistical and trend analyses as required. Manage and execute all aspects of B2B marketing from creation to execution, through events, PR, advertising, direct marketing and branding, both online and offline. Refresh website content ensure that content is fresh, relevant and engaging Monitor competitor social media and websites. Take ownership of the development of the employer section of the website and ensure its content is kept up to date and is relevant to our priority industry sectors. Responsible for brand awareness and creating interest via marketing, social media (LinkedIn, Twitter, You tube etc.), search engine optimisation and pay per click. Contribute to online techniques and analysis. Help with the preparation for sales events, meetings and be able to present GC s suite of services. Support the telemarketing team with effective contact databases, call scripts and follow-up marketing material. Manage the B2B marketing budget. Develop collaborative partnerships to create new business opportunities. Write, plan and implement B2B PR campaigns. Communicate campaign plans with the Business and Curriculum teams and work closely with the management team to deliver agreed targets. Spend one day per week based with the Business Hub team at Alexandra Warehouse in Gloucester. Other duties Work with and support colleagues both within the Digital team and across the College. Actively contribute in team meetings to drive the Digital team function forwards. Assist with proofreading, copywriting and editing of key publications. Contribute to the Business Hub and College core social media accounts to maximise engagement and positive exposure of the College across all platforms. Work with external suppliers. Support and attend key recruitment events. Commit to quality control and continual improvement through robust procedures and processes accredited to ISO9001. Support a culture of high quality customer service for both internal and external customers. Any other duties, commensurate with the nature and grading of the post that may be assigned. It is expected that as the business evolves the responsibilities and duties may vary to meet the needs of the business.

3 3. Values Gloucestershire College has six core values that provide a framework to describe the attitudes, motivations and behaviours all staff are expected to fully commit to and demonstrate. These are highlighted below: 4. General Take an active part in the appraisal process. Comply with all relevant Health & Safety regulations and assist the College in the implementation of its own Health & Safety Policy. Comply with and actively promote the College s Equality and Diversity Policy. Comply with and actively promote the College s Safeguarding Policy and Practices. Support the College s sustainability policies and recognise the shared responsibility of carrying out duties in a resource efficient way. Participate in enrolment. Undertake a first-aid qualification and participate in the first aid rota, as required. Undertake any other relevant duties as specified by your line manager commensurate with the level of this post. Further Education is an ever-changing service and all staff are expected to participate constructively in College activities and to adopt a flexible approach to their work. This job description will be reviewed annually during the appraisal process, and will be varied in the light of the business needs of the College. The job description sets out the main duties of the post at the date when it was drawn up. Such duties may vary from time to time without changing the general character of the post or the level of responsibility entailed. Such variations are a common occurrence and cannot of themselves justify a reconsideration of the grading of the post. Where an employee or candidate indicates a disability, every effort will be made to supply all necessary aids, adaptations or equipment to allow them to carry out all of the duties of the post. If, however, a certain task proves to be unachievable, job redesign will be given full consideration.

4 Person specification Job title: B2B Marketing Executive ATTRIBUTES ESSENTIAL DESIRABLE EXPERIENCE Minimum 3 years B2B marketing experience including at least 1 year digital marketing and delivery of social media campaigns Market segmentation and targeting. Demonstrable experience of conceiving, designing and implementing a marketing strategy geared towards maximising sales. Proven organisational, communication and project management skills. A working knowledge of direct and digital marketing Experience of campaign tracking and measurement Budget management. Experience of Education and/or private training. Microsoft Dynamics CRM. Google analytics and adwords. QUALIFICATIONS & TRAINING A degree in a relevant discipline; e.g. Marketing, Communications, Business, Mathematics, English A commitment to ongoing CPD. Minimum GCSE English and Maths at Grade C or above. Recognised marketing qualification IDM, CIM Member of a relevant Chartered Institute; e.g. CIM, IDM ABILITIES An excellent communicator, able to deal with multiple channels of communication within a complex and busy organisation. An aptitude for planning and the ability to take ownership of projects dealing with tight deadlines. Demonstrable experience of online marketing and using CRM systems.

5 Strong copy writing skills. Excellent IT skills and proficient in Microsoft applications. Able to provide and interpret statistical data. DISPOSITION/ ATTITUDE/ MOTIVATION Results focused. Able to interpret and report on campaign performance. A supportive team player. A confident communicator with the ability to quickly develop mutually beneficial relationships. A highly motivated self-starter with a can-do approach to work and able to react to changes in circumstances quickly. Motivated to keep skills and knowledge up-to-date. Excellent organisation and time management skills with the ability to prioritise based on business goals. Ambitious in wanting the very best outcome for GC learners and employers. Committed to continuously improving for the benefit of our learners/employers. Actively invites feedback from peers and customers to identify opportunities to improve. Receptive to new ideas and learns from failures as well as successes. Approaches difficulties with a positive attitude. Openly communicates and resolves issues through helping not blaming others. Treats others with respect and civility, building trust to bring out the best in people.

6 Takes responsibility for playing a part in achieving GC s vision. Takes responsibility for their own actions and work; committing to doing their best every time. Committed to delivering the highest possible standards of customer service and undertaking the role to the highest possible standard. Committed to safeguarding young people and vulnerable adults. JOB CIRCUMSTANCES The ability to travel between all college sites Willing and able to transport exhibition equipment and publicity materials Prepared to attend evening meetings/events and to work irregular hours when required.

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