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Morley College London Dear Colleague This is an exciting time to join the Marketing and Engagement team at Morley College London. 18 months into the team’s formation under a new CMEO and having tackled a major merger project (Morley merged with Kensington and Chelsea College in February 2020), and the paradigm shift of a global pandemic, the College is looking to move confidently into a future that’s still forming before our eyes…and it’s the CMEO’s team that will lead the charge. We are looking for a talented and forward-thinking marketeer who is at once bold and energetic in positioning the College and all it has to offer, but calm and collegiate in supporting colleagues to achieve their marketing aims. The Head of Sales and Marketing will be responsible for all college-level marketing activity, from printed publications to online activity, as well as business ownership of the College’s external websites and social media channels. You will work closely with the Head of Communications and Engagement to ensure a seamless external presentation of the College. Based in our Waterloo Centre, but performing a cross-college function, you will play a leading role in the mid- and post-pandemic recovery in student recruitment and in the wider community’s engagement with the services that Morley has to offer. You will take a forensic approach to your marketing strategies, with a sound basis in effective understanding of the market itself, of fit-for-purpose marketing techniques, and with a keen eye on impact. You will understand that marketing budgets must be earned. Working hand-in-hand with the Head of Communications and Engagement, your top five priorities on starting the role will be: Creation and delivery of a student recruitment strategy that attracts students to all strands of Morley’s provision, underpinned by a solid approach to reporting and return on investment. Development and oversight of the Morley College London brand and corporate identity. Leading the development and delivery of phase 2 of the new (autumn 2020) Morley College London website, due for delivery in Q4 of 2021. Developing the College’s social media strategy and leading on its delivery. Recruitment of a permanent marketing team to drive effective marketing activity. You will deputise for the CMEO where appropriate. Key contacts Head of Communications and Engagement Chief Digital Information Officer Centre Principals x 3 Exhibitions Curator and Collections Manager Morley Radio and Studios Manager Fundraising Campaign Director Heads of School/Curriculum Area. We have retained FE Associates to support us with this important appointment and we recommend that interested parties have an initial conversation with our lead consultant, [email protected], ahead of the closing date and prior to submitting an application. I very much hope you are as excited about this role as I am and if you feel you meet the requirements of the role and have a strong commitment to our mission and vision, I look forward to receiving your application. Yours sincerely, Matthew Cunningham Chief Marketing and Engagement Officer There’s an exciting energy about Morley…year-round and London-wide. A wintry Monday morning, early in the New Year, might see a group of 16-year-olds returning to their Esports BTEC at the Chelsea Centre for the Creative Industries. They’re part of the first cohort to study for this cutting-edge course that’ll gear them up for a career in the emerging world of gaming and entertainment. There’s always room for a classical concert on a Tuesday lunchtime. Held at Waterloo’s Emma Cons Hall, and more recently live streamed online too, the audience counts staff, students and members of the public amongst its number. Patrons might wander over to the Morley Gallery afterwards – by mid-2021, it’ll have been completely refurbished, supporting students to display their works as well as showcasing the impressive in-house permanent collection. On a Wednesday evening, all three centres are buzzing with activity: a jewellery or ceramics class at North Kensington, a millinery or pattern cutting workshop at Chelsea, the chameleon-like Pelham Hall at Waterloo temporarily transformed from a sculpture gallery to a life modelling class. The place comes alive in the evening, as Londoners pursue their passions with Morley. A summer Thursday might see a group of students doing tai chi in front of the North Kensington Centre. The calm is a contrast to nearby Portobello Road Market but these students are on a mission: they’re here as part of a summer enrichment programme that will keep their brains ticking over before the start of the new academic year. As the weekend nears, Morley Radio is on hand with a blend of insightful podcasts and punchy playlists to see in a Friday evening. DJs-in-waiting cut their teeth here, taking inspiration from seasoned pros who are keen to support the next generation of broadcast talent. On Saturday mornings, the stirring pulse of the Morley Jazz Orchestra fills the corridors at Waterloo. Take a walk around and you’ll see choirs, bands, soloists and recording studios at work too…we take our music seriously here, as former Musical Directors Tippett and Holst and Vaughan Williams would expect. Sundays are for socialising and with great amenities on every Morley doorstep – there’s buzzy Golborne Road at North Kensington, culture-rich Lower Marsh and the Southbank at Waterloo, and the fashionable King’s Road at Chelsea – you’ll find members of our community out in force, talking up the week to come. And then…we do it all again. Job title: Head of Sales and Marketing Reporting to: CMEO Direct Reports: Campaigns Manager (Job title to be confirmed by incoming Head) Digital Marketing Manager (Job title to be confirmed by incoming Head) Location: Waterloo Centre Salary: up to £55k per annum Main Responsibilities Lead the development of a bold and creative course sales/marketing strategy to ensure the widest reach and greatest impact possible on student recruitment across all target audiences, from 16-year- olds to older adults, and subsequently lead on the implementation of first-class digital and creative content and campaigns across all channels and publications. Develop and deliver marketing strategies for the ‘subsidiaries’ of the Morley College London brand, including the Morley Gallery, Morley Radio, Friends of Morley and other schemes in development. Take a market research-led approach to marketing, both through trends analysis, to understand the best marketing tactics to adopt, and through a forensic analysis and understanding of the market itself. Implement effective reporting and return-on- investment metrics, giving senior leadership and governors confidence that marketing budgets are effectively deployed and activities are achieving real impact and effectively communicating the value and outcomes of Morley College London. Ensure that all collateral produced (print, digital, audio and video) meets the agreed strategic objectives, supports brand perceptions and are of the highest quality. Horizon-scan for competitors’ marketing activity and apply learning to Morley’s strategies for reaching shared audiences. Lead the development of an ambitious brand strategy and be the guardian of Morley’s brand ensuring it is promoted and maintained consistently across all areas of the organisation and throughout London and the UK. Provide agile and sympathetic support to Centre Principals and Heads of Curriculum as they seek to take to market their part of the Morley offer, through expert advice and practical tools. Through management of the proposed Digital Marketing Manager, ensure that digital marketing innovation is at the heart of Morley’s approach and – as key business owner of Morley’s web estate and social media channels – that the College’s online estate is fit for purpose, forward-thinking and effectively managed. Lead on improving engagement with existing and new social media communities and increasing reach year on year. Through management of the proposed Campaigns Manager, ensure that Morley’s external promotions are effectively joined up, well managed, consistent with the Morley College London Strategic Plan, and that the ‘whole is more than the sum of the parts’. Includes managing the College's current flagship campaign 'The X of Morley'. Ensure that the voice of students shapes the approach to marketing campaigns and audience engagement. The lists above are not intended to be exhaustive and the post holder will be required to undertake any duties commensurate with the role of Head of Sales and Marketing. Experience Essential Proven experience in sales and marketing in a large complex organisation and in partnership with external organisations. Proven experience in leading, inspiring and managing effective teams. Successful experience of taking a strategic perspective, developing effective strategies and implementing them through rigorous operational plans. Successful experience of operational delivery across varied areas of responsibility through effective planning and monitoring of performance against action plans and targets. Experience of delivering digital marketing campaigns. A demonstrable track record of success in planning and implementing marketing plans and campaigns. In-depth understanding of the education sector and the methods of engaging learners and potential learners. Desirable Experience of delivering WordPress-based websites. Practical and Intellectual Skills/ Knowledge / Abilities Essential Ability to demonstrate flexibility and team working. Able to work in an organised and methodical manner. Strong interpersonal skills with the ability to relate to and influence a diverse range of people. Personally organised and able to effectively plan work to ensure delivery whilst recognising the need for adaptability as priorities shift. Excellent oral and written communication skills. Highly IT literate across the suite of Microsoft Office applications and experienced in utilising a range of information systems. A strong ability to understand, analyse and present data (including financial information) and to develop appropriate and effective courses of action based on it.
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