Digital Marketing and Communications Manager

April 2016

Job Title Digital Marketing and Communications Manager Faculty/ School/Department Marketing and Communications Responsible to: Deputy Director – Marketing and Communications Responsible for: Digital team: Campaigns, Web, Design, Production

Job Purpose Strategically develop the University’s ‘digital first’ approach to content marketing and communications, driving the production of quality and engaging material and ensuring the consistent application of campaigns across online and offline channels as appropriate.

Ensure the University maximises the effectiveness of digital communication in achieving corporate aims and targets – offering expert advice and guidance to VCO and other senior management.

Ensure research, analysis and performance evaluation are the basis for all strategic decisions and digital development, working closely with faculties to deploy campaigns across multiple channels to best effect.

Operate with a high level of autonomy within the Department, across the University and with external organisations.

Raise the profile and reputation of Birmingham City University regionally, nationally and internationally by ensuring recruitment and associated income targets are supported through an effective web and digital communications strategy.

Main activities and responsibilities 1. Lead the creation, implementation, evaluation and review of the Digital Marketing and Communications Strategy.

2. Drive a strategic approach to department-wide and University campaigns, by ensuring the delivery of innovative digital content and digital advertising to meet strategic aims and drive appropriate user behaviour on chosen channels.

3. To ensure the delivery of an outstanding digital user experience and consistent messaging that enhances the reputation of the University.

4. Develop a content-driven approach to digital marketing and communications, using sophisticated approaches to engage distinct audiences with rich output – often pulling Digital Marketing and Communications Manager

April 2016 target groups into University content and/or developing two-way interactions.

5. To take strategic responsibility for managing the appearance and editorial quality of the BCU website.

6. To manage the integration of digital and offline content design, ensuring consistency across multi channel campaigns.

7. To oversee the production process of campaign collateral, both across digital and offline channels – working in concert with Faculty Marketing and Communications Managers to ensure consistent application of brand values.

8. To oversee the production schedule for online and offline content, meeting external print deadlines to ensure effective and timely delivery of multi channel marketing campaigns.

9. To lead on ensuring the consistency of digital and print design principles, adapting as appropriate for different media but with strong regard for brand values.

10. Lead on the technical development of the website, directing the department’s own staff resource as applicable, and acting as the strategic link with the IT Department in planning and delivering evidence-driven developments and improvements to the site.

11. To lead development and management of the functionality of the CMS system.

12. To oversee an evidence-based approach to all online marketing activities.

13. To direct content, design and creative staff in the development of digital material, maximising the use of content being produced across the University, as well as commissioning new resources.

14. Oversee the editorial and digital content of the University’s website, with the aim of ensuring high quality and engaging content, tone and design.

15. Play a supporting role in the development of pan student and prospective student engagement, by advising where necessary on digital communications. 16. Provide strong support for key priorities impacting on international, postgraduate and alumni relations recruitment and engagement. 17. Lead relationships with external advertising, creative and content services to produce seamless campaigns, across all channels – digital and print.

18. Assist and support the wide range of activities undertaken within the Department in support of student recruitment, including open days, applicant visit days, business/community events, Clearing and the production of marketing collateral.

Additional Key Requirements: Managing people and resources Managing staff engaged in all digital activity, including web development, campaign content delivery, design and production.

Communication Utilise high level written and verbal communication skills in order to ensure high quality Digital Marketing and Communications Manager

April 2016 engagement with target audiences, build relationships and influence colleagues, contacts and other stakeholders.

Teamwork and collaborative working Direct the work of digital content, design, production and web development teams, liaising effectively with other senior colleagues in delivering across multiple channels. Effective interaction with other colleagues and teams within Marketing and Communications and across the wider University. Act to resolve conflicts within and between teams. Work flexibly and as a senior team member providing assistance and advice in other areas of work when needed.

Initiative, problem solving and decision making Provide advice on issues affecting digital engagement across the University. Identify and take opportunities to promote and enhance the University’s reputation, internally and externally, using the relevant digital channels.

Work environment Be aware of the risks in the workplace and the potential impact on their own work and that of others. In own area of work conduct risk assessments, take steps to reduce hazards and take responsibility for the health and safety of self and others.

Person Specification  Degree or equivalent  Relevant professional qualification such as CIPR, CIM, NCTJ  Evidence of commitment to continuing professional development.  Excellent written and oral communication skills  Excellent interpersonal skills  Evidence of a diplomatic and confident approach to handling internal stakeholders through negotiation, conflict resolution and presentation capabilities.  Good IT and content development skills with proficiency in MS Office, CMS and CRM applications, as well as good awareness of HTML and multimedia production.

Able to demonstrate significant experience in:  Operating with a high level of autonomy within the Department, across the University and with external organisations.  Exercising appropriate decision making judgement and authority in dealing with senior colleagues and external organisations, without immediate reference back to their line manager  Extensive knowledge of user-experience design and implementation – for web and for offline content.  Content-led marketing – successfully achieving organisational objectives while giving recipients of digital material relevant and interesting information.  Integrating and developing content across multiple distribution channels, including email, digital and print.  Producing written reports, making presentations to senior staff.  Leading PPC-lead digital marketing campaigns.  Leading multimedia production to meet strategic aims.

 Managing staff and providing positive and imaginative leadership, providing advice, guidance and, where appropriate, training and coaching.  Managing strict production schedules across channels.  Managing budgets and resources. Digital Marketing and Communications Manager

April 2016  Setting an overall framework of goals, objectives and performance monitoring regarding the work of others.  Experience of working in education, public service or a knowledge based industry is desirable. Sensitivity to the higher education environment is essential

Specialist skills and abilities:  Excellent verbal and written communication skills with the ability to comminicate with people from both non-technical and technical backgrounds.  The ability to offer strategic leadership in digital communications.  A proven track record of strategic marketing analysis, planning and implementation.  The ability to direct and develop new approaches to engaging audiences and identify new channels to engage with target audiences.  Directing staff in producing targeted, effective and compelling copy, relevant to specific target audiences.  Experience of producing and implementing strategic marketing and communications plans.  Proven understanding of brand values  Proven project management skills.  A self-managing and achievement orientated work style with the ability to work successfully to tight deadlines.  Adaptable approach and good problem solving skills with the ability to remain calm under pressure.  Possesses rich knowledge of search engine optimization, content marketing, key words and conversions  Knowledge of HTML and how to use cascading style sheets

 Strong understanding of graphic design principles across web and print channels.

 Sound knowledge of legal issues e.g. cookies, data protection, copyright and IP.

Special requirements Able to undertake duties at different premises including any University campus as required. Expected to work outside of normal office hours at various locations as required to attend and manage events, provide an out-of-hours media on-call service and act as a University spokesperson. All marketing and communications staff are expected to engage in the wide range of activities undertaken within the Department in support of student recruitment including open days, applicant visit days, business/community events, Clearing and the production of marketing collateral. Restrictions are in place relating to the booking of holiday during times of peak activity such as mid-August.

Expectations of all staff Professional standards All staff employed by Birmingham City University are expected to exhibit high professional standards which promote and demonstrate the University’s core values of Excellence, People Focused, Partnership Working, Fairness and Integrity.

Equal Opportunities All staff are expected to understand and enact the University’s commitment to ensuring equality and diversity in all activities. This commitment is enshrined in the Equality Statement and core values. Digital Marketing and Communications Manager

April 2016 Dignity at work Every member of staff has a responsibility to ensure colleagues are treated with dignity and respect. The University is committed to creating a work environment for all staff that is free from harassment, intimidation and any other forms of bullying at work, where everyone is treated with dignity, respect and professional courtesy.

Health and safety The arrangements for meeting the University’s health and safety objectives are contained in the Birmingham City University Health and Safety Policy. This includes the responsibilities of key staff and procedures covering the main activities of the University. All staff are expected to take reasonable care of themselves and those that may be affected by their actions.

Dress code The University does not operate a formal dress code for its employees, other than for those who are provided with uniform and/or protective clothing. However, employees must ensure that their dress is professional, reasonably smart and appropriate for the situation in which they are working. All staff should ensure that they present a professional image and one that reflects sensitivity to customer perceptions. This may reflect their ethnicity and lifestyle, but should not be provocative or cause offence to those with whom they have contact.

Citizenship All staff are expected to adhere to good citizenship, being generous with help and support to others, collaborating with colleagues and working for the benefit of the University as a whole. In particular working to provide a positive student experience and achieving excellence in all the University’s activities.

This job description indicates the expectations of staff at this level. Job descriptions are not exhaustive and you may be required to undertake other duties of a similar level and responsibility.