Lower Hutt Campus. The Open Polytechnic operates nation-wide as the specialist provider of vocational open and distance learning.

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1 POSITION DESCRIPTION Position Title: Responsible To: Position Purpose: Location: Employment Agreement: Direct Marketing Manager Marketing Manager, Marketing and Communications The Direct Marketing Manager is responsible for determining and managing the appropriate channels for Marketing and Communications in order to achieve the best reach to its targeted client base. Lower Hutt Campus Management and Specialist Individual Agreement Date: September 2011 Organisation Context The Open Polytechnic operates nation-wide as the specialist provider of vocational open and distance learning. The way we pursue our mission and our contribution to an integrated national system of lifelong learning will ensure equity of access while developing independent lifelong learners who can contribute in a skilled, internationally competitive workforce. Mission Statement The Open Polytechnic strives to support vocational lifelong learning and national development goals through innovation and excellence in open, flexible learning. To support this mission, all Open Polytechnic position holders must: contribute to the organisation s strategic goals support the achievement of these goals commit to technology-enabled open and distance learning be flexible and receptive to change initiatives contribute to enhancing cross-functional relationships within the Polytechnic. Position in the Polytechnic The Marketing & Communications Division incorporates the Marketing (including Contact Centre), Business Development, Communications and International functions. Working with the Chief Executive, the Division also supports strategic stakeholder engagement and partnership development. Within, and aligned to the Open Polytechnic s organisational Business Plan and key performance indicators, Marketing & Communication s focus is to integrate and synergise these functions to five inter-related ends: Play a key role in helping the Open Polytechnic achieve its agreed Investment Plan EFTS and related targets in Proactively communicate the Open Polytechnic s positioning as New Zealand s leading provider of flexible vocational learning. Page 1 of 10

2 Identify and facilitate business & partnership opportunities to extend the Open Polytechnic s value proposition and support the Polytechnic s development as a networked organisation. Maintain and evolve the Polytechnic s brand. Increase on and offshore diversified revenue including through innovative new products and services. The Marketing & Communications Division s Vision is Connecting to create value. The Division s Values include: Excellence, creativity and innovation Focus on solutions, take ownership Initiative, positive attitude Listening to customers and our environment Collaboration and partnership Working hard, working smart, working together Scope and Authorities of Position Scope The Direct Marketing Manager will: Lead and manage the Direct marketing Team to deliver effective services and to develop team capability. Contribute to the development of the Marketing & Communications Directorate Business Plan and manage the business resources of the team working collegially within Marketing & Communications Directorate and cross-functionally [with other Polytechnic Managers and groups as appropriate] giving effect to agreed team and business objectives. Support the Polytechnic s agreed strategic plans in the Marketing & Communications Directorate. The Direct Marketing Manager has the authority to make decisions and carry out actions in matters relating to the key responsibilities of this position. In addition, the Direct Marketing Manager can make recommendations to the Marketing Manager on all other matters. Financial Authority Nil Human Resources Authority The Direct Marketing Manager is authorised to: Recommend appointments of direct reports to the Marketing Manager and Executive Director, Marketing & Communications. Work within HR policies and procedures to manage and develop Direct Marketing team s staff. Policy The Direct Marketing Manager is authorised to: Implement all Polytechnic operational policies, structures and processes within the Direct marketing team; and Contribute to the development of operational policy as may be required for specific purposes within the directorate, in consultation with the Marketing Manager. Page 2 of 10

3 Important Working Relationships Internal Faculty staff, Information Services, Academic Services, Learning & Teaching Solutions Other Marketing & Communications Managers and staff Other staff members and Managers of the Polytechnic Cross-functional teams OP management and services e.g. IS, HR, Finance External Students and prospective students Mail houses, Advertising/ Media agencies Other suppliers and tertiary institutions Business industry and community influencers Other external stakeholders Page 3 of 10

4 Key Accountabilities and Responsibilities The key responsibilities of the position are broadly identified below. Key Accountabilities and Responsibilities 1. Direct Marketing Expected Results Accountability Effective management of the Polytechnic s Direct Marketing Strategy to assist in acquiring the required EFTS targets. Responsibilities Working alongside other Marketing & Communications team members in developing, implementing and reporting on annual, quarterly and monthly business and strategic plans. In liaison with the Executive Director Marketing & Communications, Marketing Manager and wider Marketing & Communications team play a key role in: o Developing the use of datamining/business intelligence to drive segmented marketing campaigns. o Strengthening OPNZ s online presence through innovation in the use of digital marketing o Implementation of best practice SEO tools and techniques for OPNZ s online presence Development and implementation of the Direct Marketing team s Business Plan. Working alongside Marketing & Communications team members to increase awareness of each other s group activities and the interdependence of result areas. Strategies to maximise opportunities are discussed with Marketing Manager and Executive Director, Marketing & Communications as appropriate All activity is delivered according to specification and on time and within budget. Advice and guidance provided to stakeholders is effective and valued. Return on investment in direct marketing is realised. Creating strong working relationships with other areas of the Polytechnic. Working with the Brand Manager, Communications Manager and relevant other staff to ensure close integration across all marketing activity, including social media. Manage the selection of target database. Manage the development of direct marketing collaterals, both print and online. Page 4 of 10

5 Manage the follow up on direct marketing efforts. Manage the testing, measurement and post campaign evaluation of the effectiveness of direct marketing. Ensure that targeted databases are reviewed and changes made as appropriate. Ensure all activity is brand consistent. Maintain and share professional/ technical knowledge. Develop and review quality assurance policies, systems and practices. 2. Promotional Activity Accountability Management and implementation of relevant campaigns and initiatives for the Polytechnic s product and services. Assessing and reviewing appropriate channels for communications strategies. Responsibilities In liaison with the Executive Director M&C, Marketing Manager and wider Marketing & Communications team play a key role in: o Driving innovation in OPNZ s promotional activities pursuing a test, evaluate, revise approach. o Working cross-functionally to ensure close integration and synergy across all marketing and communications activities including brand initiatives and values, online presence and activities. Development of creative briefs to ensure clear campaign objectives are established and communicated. Identify and assess promotional opportunities and channels for the Polytechnic s products and services in consultation with Marketing Manager. Manage and assist with the planning and implementation of promotional Page 5 of 10

6 activity in consultation with the Business Development, International and Communications teams. Ensure effective measurement and tracking of promotional activity is in place where appropriate. Manage post campaign analysis (including response rates, costs and campaign objectives). Liaising with other Marketing & Communications staff regarding the use of the Direct Marketing and Communications databases to achieve Marketing & Communications objectives. Promotional Activity is planned, implemented and monitored effectively, on time and within budget. Results are reported to the Marketing Manager and Executive Director of Marketing & Communications. Database utilisation is maximised for the benefit of the Marketing & Communications Team. 3. Capability Development - Leading and Developing the Team Accountability To lead and manage the Direct Marketing team effectively ensuring that the team achieves business objectives that support the polytechnic s business goals and objectives. Responsibilities Manage staff within the team to: - Ensure alignment with Open Polytechnic and Marketing & Communications Visions and Values - Ensure alignment with a proactive, can-do culture where team members are empowered to be innovative, to develop within their roles and be accountable for agreed outputs. Manage team resources to ensure effective workload management and meeting of deadlines throughout the team, in line with expected Business Plan outputs. Provide clear job expectations to individual staff to maximise individual and team performance. This will include the identification and implementation of training as well as development plans, monitoring of performance and coaching where required, in accordance with the Polytechnics performance management. Direct Marketing team operates as an effective team within the wider Polytechnic. Effective & contributing team member. Direct reports behave accountably. Direct Marketing team s staff have a well developed sense of their own role and contribution to directorate s performance. Ensure that the recommendation, Page 6 of 10

7 recruitment and selection of all staff within the team is consistent with Open Polytechnic s Human Resources policies and other statutory requirements. Develop and maintain system records for works and projects in progress. Actively support the Polytechnic s commitment to health and safety best practice management by maintaining an awareness of and complying with the manager responsibilities for Occupational Health and Safety (for details of responsibilities as a manager refer to The Open Polytechnic Occupational Health & Safety Policy). Manage quality and risk, by applying quality systems including performance management and measurement processes within the Direct Marketing team. Participate and contribute to special projects as discussed and agreed with Marketing Manager. NOTE: These role accountabilities may evolve with business developments, and there may be other duties, relevant to your area of work, that will be required to be performed from time to time. NOTE: The above expected results are provided as a guide for performance standards. The annual performance plan and measurements will be discussed and agreed between the position holder and manager as part of annual performance planning and development. Page 7 of 10

8 Person Specification Education/Qualifications Relevant Tertiary qualification, and/or equivalent experience and expertise, is preferred. Demonstrated Skills And Experience Essential Previous experience in Direct Marketing and Communications; Strong organisational and project management skills, including the ability to maintain performance when under pressure, and appropriate prioritising of work for self and others. Anticipates potential problems when planning work, and has alternative strategies and solutions available; Well-defined oral and written communication skills with the ability to clarify goals, communicate information, concepts and arguments effectively in individual and group situations; Well-developed negotiation skills with the ability to ensure agreement is reached on a common understanding; Understanding the importance of, having the ability to, and creating strong working relationships internally and externally to meet organisational goals and requirements Ability to gather, process, interpret and present data and other information well; High level of competence in Microsoft Office applications; Self motivation including the ability to do the difficult/unpopular things when required; General understanding of web technologies and digital trends; Understanding of web usability concepts; Commitment to the Open Polytechnic s values and to meeting strategic goals and objectives; Awareness of the Treaty of Waitangi as it relates to the educational sector; Demonstrates a commitment to equity, equal employment and educational opportunities. Personal Qualities Professional manner and commitment to meeting client needs Strong customer focus Relates well to a wide range of people A high level of judgment, flexibility, self-motivation and responsiveness; Demonstrated commitment to working within a team environment and developing effective working relationships; Ability to work autonomously; Creativity, innovation and willingness to investigate non-traditional alternatives; Commitment to self-development and further training; Commitment to Equal Employment Opportunity principles; Page 8 of 10

9 Acceptance This Position Description may be reviewed to meet changing business requirements, or as part of the preparation for the performance development process, or as a result of the performance management process. Any required change will be discussed with the position holder and confirmed by the Marketing Manager. I confirm that this Position Description accurately describes the work of the Direct Marketing Manager position. Marketing Manager Date: I accept this Position Description reflects the duties and responsibilities of the Direct Marketing Manager position for which I am accountable: Position Holder Date: Page 9 of 10

10 Appendix 1: Position: Direct Marketing Manager Role Relationships Diagram Chief Executive Executive Director, Marketing & Communications Position Reports to: Marketing Manager Key Internal Relationships: Faculty staff, Information Services, Academic Services, Learning & Teaching Solutions Other Marketing and Communications Managers and staff Other staff members and Managers of the Polytechnic This Position: Direct Marketing Manager Key External Relationships: Students and prospective students Mail houses, Advertising/ Media agencies Other suppliers and tertiary institutions Responsible for: Direct Marketing Executive Cross-functional teams Page 10 of 10

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