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1 Further Particulars This document includes information about the role for which you are applying and the information you will need to provide with the application. 1. Role details Vacancy reference: 8254 Job title: Channel Manager (CRM) Reports to: Head of International Prospect Conversion Salary: Highly Competitive Terms and conditions: OUW Ltd Grade: n/a Duration of post: Permanent Working hours: 37 Location: Milton Keynes Closing date: 7 November 2014 Type of application form accepted: OU Short plus full CV & covering letter Number of referees required: 3 Unit recruitment contact: Anita Bateman Page 1 of 6

2 2. Summary of duties Purpose of the post 1. The post holder is a member of an international prospect conversion team. The core function of the team is working with colleagues within the Business Development Unit (BDU), the wider OU and external organisations to deliver the ambitious student recruitment and revenue targets set out in the Open University Worldwide (OUW) business plan, and International Student Acquisition (ISA) marketing plan. 2. The post holder will be required to play a pro-active role in the team, balancing the needs and recommendations of their designated area of responsibility (business unit) with the wider needs and priorities of the unit and the OU. This will require planning, influencing and networking skills of the highest order and an ability to adapt leadership/management style to an academic context. 3. Reporting to the OUW Head of International Prospect Conversion, the CRM Channel Manager will have specific responsibility for developing and managing the CRM campaigns for all international enquirers. This role will have primary responsibility for managing the marketing agency contract for CRM conversion campaigns (prospect and applicant conversion). The role drive agency performance to meet planned conversion rates and meet OUW revenue targets. Main Duties This is not intended as an exhaustive list of duties or a restrictive definition of the post but should rather read as a guide to the main priorities and typical areas of activity of the post-holder. These activities are subject to amendment over time as priorities and requirements evolve and as such it may be amended at any time by the line manager following discussion with the post holder. 1. Delivery of the CRM campaign activities set out in the ISA marketing plan. This role will have budgetary responsibility for the CRM budget set out in the ISA marketing plan subject to authorised delegated levels. 2. Developing segmentation strategies for targeted CRM activities. 3. Leading work stream activities within the conversion programme that develop and expand the ISA and BDU international team operations. 4. Driving performance enhancements to the marketing agency contract for outsourced CRM activity. 5. Optimising campaign design in collaboration with the marketing agency and ISA Contact Centre. 6. Developing and managing the relationship with the UK marketing CRM team. Page 2 of 6

3 7. Regularly reviewing and reporting on Agency CRM KPIs to ISA senior management, providing business analysis insights of the reports and identifying areas of improvement and directing change activities. 8. Deputising for the Head of International Prospect Conversion (as required), and providing support to the ISA Leadership Team in the development of the University s Direct growth strategy, and for implementing associated BDU initiatives. 9. All staff are expected; To undertake any other duties which may be reasonably required To take reasonable care of the Health & Safety of themselves and that of any other person who may be affected by your acts or omissions at work To demonstrate a strong commitment to the principles and practice of equality and diversity. 3. Person specification Role specific Education / Qualifications Essential: 1. A first degree (or equivalent) Desirable 2. A post graduate degree 3. A CIM professional qualification Work & other relevant experience 1. A minimum of 3 years experience of managing automated complex CRM campaigns. 2. Evidence of strong relationship or stakeholder management skills coupled with a successful track record of influencing change with the ability to adopt a flexible approach. Page 3 of 6

4 3. Evidence of strong interpretation, communication and negotiation skills including the ability to present effectively and influence key decision making forums and the ability to identify, develop, and nurture key stakeholder relationships.. 4. Evidence of ability to offer constructive challenge, build consensus and demonstrate resilience. 5. Experience of providing and using market insight to support strategic decision making in a complex organisation and within the commercial context. 6. Demonstrable experience of successfully achieving commercial objectives through the development of complex CRM strategies and the commissioning of associated business requirements. 7. Evidence of a high level of problem solving ability and highly developed business analysis skills. 8. Demonstrable experience of successful multiple project management 9. Proven experience of leading cross functional activities in a complex environment i.e. work in cross unit teams and lead projects where there is no formal line management responsibility 10. Evidence of ability to set priorities and exercise judgement. 11. Budget management experience. 12. Experience of harnessing social media into CRM campaign development and delivery. Page 4 of 6

5 4. Role specific requirements e.g. Shift working n/a 5. About the unit/department Open University Worldwide It is essential The Open University continues to become less dependent on government funding. To do this it manages a balancing act: supporting teaching, learning and open access as well as funding and developing top level research. Competition for students, staff and funding is intense and global, and students expectations have risen sharply as learners increasingly view themselves as consumers of education. The demand for top class facilities and services is growing, as are expectations for flexible learning patterns and qualifications that will really make a difference to careers. To address these market factors, The Open University has developed ambitious plans to grow the number of students and associated revenues from students overseas through its commercial entity, Open University Worldwide (OUW). OUW currently generates revenues of around 18m from about 8,000 international students, with plans to increase these numbers significantly over the next five years. With a market leading range of products, cutting edge technology and a strong, commercially focused team, this is an exciting time to join the OUW. OUW Ltd is part of The Open University s Business Development Unit (BDU) The Business Development Unit The aim of the Business Development Unit is to create and implement a profitable commercial and international strategy for the Open University The BDU is working to construct and implement the overall business development strategy for the OU both in the UK and internationally. This activity includes improved partnerships with business development efforts in faculties and in the nations and regions. The unit has two core activity streams: To deliver sustainable net revenue streams for the OU through developing existing and as yet undeveloped new markets To be a customer-focused business, generating significant growth of revenue. The rate of growth will be governed by the BDU s Unit Plan, which will set achievable targets for increasing both income and profitability. 6. How to obtain more information about the role or application process If you would like to discuss the particulars of this role before making an application please contact Mr Subby Duttaroy on or Page 5 of 6

6 If you have any questions regarding the application process please contact Anita Bateman on or 7. The application process and where to send completed applications Please ensure that your application reaches the University by: midday on 7 November 2014 Post it to: Name/Job title: Anita Bateman Staffing Manager Department/Unit: Open University Worldwide Ltd Address: Post Code: 1 st Floor, East Perry Building Walton Hall Milton Keynes Bucks MK7 6AA Or your application to: 8. Selection process and date of interview The interview panel will be chaired by Subby Duttaroy. The other members of the interview panel are yet to be agreed. The interview will take place w/c 17 November The selection process for this post will include a presentation which will be supplied to the shortlisted candidates. We will let you know as soon as possible after the closing date whether you have been shortlisted for interview. Further details on the selection process will also be sent to shortlisted candidates. Applications received after the closing date will not be accepted. Page 6 of 6

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