Job Description and Person Specification (HR) Post Number: Job Description [May 2009] School/Department: Communications and Marketing Post Title: Please enter Level under appropriate Career Pathway ERE Category Digital Marketing Officer ERE TAE MSA CAO R.Nurse Clinical Academi c (mixed) Academic Posts Research only 4 Teaching only Enterprise Non-Academic Posts Education Development Posts Responsible to (and Level): Head of Digital level 6 Audio Visual Producer level 3 Posts Responsible for (and Level): Digital Marketing Coorditor level 3 Job Purpose: Inline with the overall Communications and Marketing strategy, lead and develop digital activities for corporate and recruitment campaigns to support an innovative and sector leading digital first approach to marketing. Working across a full mix of digital channels, write, edit and facilitate the production of high quality customer focused digital content, that provides opportunities for engagement and relationship building with key stakeholders. Integrate the use of data to measure, refine and constantly improve upon all activities. Key Accountabilities/Primary Responsibilities (6-10 bullet points maximum) 1. Undergraduate (UG) recruitment and conversion Lead the planning and realisation of digital marketing activities within the Undergraduate recruitment and conversion campaign this will include online advertising, email campaigns/crm, social, web, video, application development and event support. Working with the UG project mager, identify digital solutions that support a digital first approach and position the campaign as leading within the sector. Ensure the implementation of the campaign visual identity to all centrally maged digital channels and advise on best practice to support integration across locally maged digital channels. Working with colleagues, coordite resources to ensure the timely delivery of all UG digital activities in line with the agreed recruitment and conversion plan. Working with the CRM Mager, develop CRM activity to support the recruitment and conversion campaign. Using strong digital writing and editing skills, ensuring the timely delivery of all content required to carryout agreed CRM activities. Represent the Digital team at the UG campaign working group, proactively providing innovative ideas and advice on all areas of digital marketing. Work with the Digital Marketing Officer to ensure a consistent approach and sharing of best practice to the Postgraduate recruitment and conversion campaign. % Time 4 1
2. Social media marketing strategy and campaigns Develop the strategy and supporting implementation action plan for the development of the University s social presence. Ensure the integration of related digital activities influenced by social, including Search Engine Optimisation. Carry out constant evaluation of the exterl social landscape, identifying innovative solutions for implementation to the University s social offering. Working with the Digital Marketing Coorditor implement the action plan to centrally maintained social channels and support/advise colleagues in applying the action plan to locally maged social channels. Provide advice and guidance to colleagues in the innovative use of social channels as marketing tool, to maximise effectiveness and resource. 3. People and project magement Use strong leadership and project magement skills and techniques to deliver all core responsibilities and supporting projects. Proactively work with members of the team and stakeholders across the University to ensure an integrated approach to the development of all digital communications. Line mage and develop the Audio Visual Producer and Digital Marketing Coorditor to successfully deliver on all core responsibilities. 4. Corporate advertising, display, email, paid search and profiles Working with the Communications & Marketing Heads and relevant media agencies, lead the development, implementation and refinement of online advertising plans for corporate campaigns. Use alytics, data and research to identify innovative solutions, supporting a digital first approach and ensuring budget is utilised effectively.. Blog magement Recruit and mage student writers for centrally maged blog. Working with the Digital Marketing Coorditor, mage, edit and post content to the centrally maged blog. Represent Communications & Marketing as the business owner for the Wordpress blogging service, take a lead role in working with isolutions and relevant stakeholders to develop the governce, process and product offering. 6. Brand guidelines Contribute to the development of the brand in digital channels. Advise and guide colleagues in the implementation of the brand in digital channels. 7. Ad hoc projects Assist with University wide/departmental digital projects as required by the Head of Digital, reflecting the needs of Communications and Marketing and the brand as part of the overall Communications and Marketing strategy. 20 10 10 Interl & Exterl Relationships: (ture & purpose of relationships) Academic Schools, Professiol Services and Communications and Marketing staff and exterl agencies and suppliers. Special Requirements: Commitment to providing high levels of service in a customer orientated fashion. The ability to communicate technical concepts to both specialists and non-technical staff. Very good time magement and organisation skills. Occasiol flexibility to work unusual hours and to travel. 2
Person Specification Criteria Essential Desirable How to be assessed Application and interview Relevant degree Recognised qualification in marketing, postgraduate or further professiol qualification. High level of competence in both written and spoken English. Experience of working in a digital marketing role, ideally in services marketing. Experience of working with the full mix of digital marketing channels including, web, social, advertising, email campaigns, video, application development and event support. Experience of working with CRM systems and developing CRM campaigns to generate enquiries and influence conversion. Demonstrable experience of writing creative, high quality, customer focused digital content for a wide range of audience groups across the full mix of digital channels. Experience of working with brand and delivering content to emphasise brand values and principles. Experience of editing digital content to meet the needs and add value to specific channels. Experience of using data and alytics to inform, measure and refine digital marketing activities. Experience of maging social media channels including issue resolution. Meticulous attention to detail. Experience of working in the higher education/public sector environment. Experience of various software packages including, Microsoft Office suite, Macromedia Fireworks and Dreamweaver and Adobe various. 3
Planning and Organising: Must be highly organised, efficient and thorough, and able to mage projects through conception to completion. Self-motivated, proactive, able to work independently and lead others. Ability and experience to mage resources and prioritise and meet tight deadlines. Able to independently organise own workload and that of direct report including the prioritisation of multiple tasks/projects. Ability and experience to recognise the impact of own activities on the workload of others Ability to lead and contribute to a number of project teams simultaneously and to respond to new and changing requirements. Accuracy and attention to detail. Thorough and meticulous both when checking and reviewing content Able to plan and prioritise one s own standard and non-standard work activities. Ability and experience to lead and successfully deliver complex projects. Problem Solving and Initiative: Ability to alyse and problem solve, offering a range of solutions that include relevant quality, resource and budget implications. Maging, influencing and gaining buy-in from project stakeholders. Enthusiasm and proactive ture for identifying solutions to problems. Able to identify and solve problems by applying initiative to tackle situations in new ways and by developing improved work methods. Able to address problems in pressurised, time restricted environments. Magement and Teamwork: Demonstrable experience line magement of staff. Highly developed project magement skills Good people skills and a helpful and supportive attitude Able to work across teams and liaise confidently 4
with colleagues at all levels. Experience of and able to effectively check the work of others ensuring required standards and deadlines are met, giving constructive feedback where necessary Experience of deputising and coorditing activities for mager during periods of leave Able to solicit ideas and opinions to help form specific work plans. Proactive in developing relationships with colleagues in other areas Team working experience. Able to positively influence the way a team works together. Able to ensure staff are clear about changing work priorities and service expectations. Communicating and Influencing: Excellent written, communication and interpersol skills. Proactive and inquisitive ture. Able to negotiate interlly and exterlly on behalf of the University. Able to create high quality and accurate written instructions and reports independently. Able to provide training, guidance and best practice advice to colleagues on all areas of the role. Able to make creative suggestions about ways of communicating digitally with relevant target audiences. Other Skills and Behaviours: Highly IT literate Customer focused Creative and enthusiastic individual Willing to learn how to use University Systems Some familiarity with a university environment and an understanding of the market positioning of a Russell Group university Special Requirements: Good general knowledge to allow understanding of academic and research related topics.
Occasiol flexibility to work unusual hours and to travel Job Hazard Alysis Form - Appendix to Job and Person Specification Please tick one of the following statements: This post is an office-based job with routine office hazards e.g. use of VDU (if ticked, no further information needs to be supplied) This post has some hazards other than routine office e.g. more than use of VDU Please tick all those that apply, and put N/A if not applicable Environmental Exposures O* F C Outside work Extremes of temperature (e.g. fridge/ furce) Potential for exposure to body fluids ## Noise (greater than 80 dba - 8 hrs twa) ## Exposure to hazardous substances (e.g. solvents, liquids, dust, fumes, biohazards). Specify. ## Frequent hand washing Ionising radiation. Equipment/Tools/Machines used Food Handling ## Driving university vehicles(e.g. car/van/lgv/pcv) ## Use of latex gloves (note: prohibited unless specific clinical necessity) ## Vibrating tools ( e.g. strimmers, hammer drill, lawnmowers) ## Physical Abilities Load manual handling. Repetitive Crouching/Kneeling/Stooping Repetitive Pulling/Pushing Repetitive Lifting Standing for prolonged periods Repetitive Climbing i.e. steps, stools, ladders Fine motor grips (e.g. pipetting) Gross motor grips Repetitive reaching below shoulder height Repetitive reaching at shoulder height Repetitive reaching above shoulder height Psychosocial Issues 6
Face to face contact with public Lone working Shift work/night work/on call duties ## O Occasiolly (up to 1/3 of time); F Frequently (up to 2/3 of time); C Constantly (more than 2/3 of time) ## denotes to HR the need for a full PEHQ to be sent to all applicants for this position. FOR SCHOOL/SERVICE USE ONLY ResourceLink Post Number Which post does this job report to Is this post a Line Mager? Yes No x If yes, which posts directly report into it? ResourceLink Post Number Post 1 Post 2 Post 3 Post 4 Post Post 6 Post 7 Post 8 Please add additiol rows as required 7