Marketing Manager

Purpose of Role

The Head of Marketing will lead the development and delivery of a data-driven and digitally focused marketing strategy, innovation and the effective use of AI, to enhance student engagement, increase application numbers, improve conversion rates and support enrolment growth. They will ensure marketing activity is evidence based.

The post holder is a senior commercial leader responsible for the development and delivery of institution-wide marketing and communications strategies and activities in support of the recruitment of Undergraduate and Postgraduate students. The post-holder operates as a specialist expert on all marketing and communications matters which influence student recruitment.

The post holder will provide leadership to institution-wide marketing activities and initiatives, including AI-enabled tools, marketing automation and digital performance marketing, to engage with prospective students and their influencers and improve conversion.

Key Responsibilities

• Lead institution-wide activities and initiatives targeted at applicants, raising awareness of RCL's programmes, capturing leads, encouraging applications and increasing conversion.
• Support and stimulate marketing and communications strategies related to UG and PG Student Recruitment.
• Oversee the development of high-quality multi-media promotional and publicity materials and communications content.
• Use AI tools and emerging marketing technologies to improve campaign effectiveness, content creation, audience targeting and operational efficiency.
• Oversee the delivery of a sector-leading applicant communications experience through the effective use of Applicant CRM systems.
• Develop and manage automated marketing journeys to nurture prospective students.
• Lead performance marketing activities across paid search, social media, display advertising and other digital channels.
• Map and continuously improve the prospective student journey across all touchpoints.
• Use data, market intelligence and campaign analytics to inform marketing decisions.
• Produce regular performance reports and dashboards, making recommendations for continuous improvement.
• Oversee website content and user experience to support recruitment, including SEO.
• Protect and strengthen the College brand across all marketing channels and communications.

Staff Management Responsibility

• CRM Manager, Paid Media/Agency, Market Insights, Owned Channels, Marketing team.

Special Conditions

• You will from time to time be required to undertake other duties of a similar nature as reasonably required by your line manager.
• You may on occasion be required to travel (including internationally) to support recruitment-focused events, which may take place outside the normal working week.

Essential Requirements

• Education to degree level or equivalent with substantial experience, or a graduate with proven relevant experience, and Chartered Institute of Marketing (CIM) or similar qualification, or equivalent experiential learning.
• An excellent track record of achievement in a senior marketing and communications role.
• Significant experience of working in a student recruitment and marketing environment in Higher Education.
• Experience managing multi-channel digital marketing campaigns, CRM and marketing automation platforms, and external suppliers.
• Experience analysing marketing performance data and producing actionable insights.
• Effective communication, presentation and influencing skills.
• IT literate, including proficient use of MS Office.

Qualifications

• Postgraduate level qualification or equivalent.

Compliance Statement

Successful applicants will be required to complete pre-employment checks, including a criminal records check, two references, ID and Right to Work verification, and education confirmation. We are an equal opportunity employer and value diversity and inclusion, selection for employment is based solely on an individual's skills, qualifications, and experience relevant to the role.