Director -- Marketing and Student Recruitment
JoB advertisement Director Marketing and StuDent recruitment Competitive salary plus benefits Our objective is to place students at the heart of everything we do and attracting them to study with us is a most crucial part of our offering. Leading the marketing and student recruitment department, this is a challenging role for a highly creative individual who will bring flair and innovation to the role. Your ability to lead, influence and motivate professional and academic colleagues will be tried and thoroughly tested. As a senior leader you will be expected to contribute at the highest levels of leadership within the University, using innovative initiatives and personal credibility to help us achieve our strategic aims. To discuss the requirements of the role in more detail please contact Professor Helen Langton, Deputy Vice-Chancellor (Academic) on 01443 482 579. Visit our website for details on how to apply on line at /jobs Closing Date: Thursday 29 March 2018 2
about the university A major university with real impact The University of South Wales is one of Britain s most exciting new universities and a major player in the UK higher education sector. With over 25,000 students, we are an innovative, thriving and sustainable institution that is making a significant contribution to the economic, social and cultural prosperity of the region and beyond. Our core purpose is to add value to students, through applied research and innovation, and through engagement with the economy and society of our region and the wider world. This purpose informs our vision, our strategic goals and how we focus and deliver our academic activities through our Academic Plan. Based across three campus locations in Cardiff, Newport and Pontypridd, our reach is both deep and wide. Within our Group structure are the Royal Welsh College of Music & Drama, which is the National Conservatoire for Wales, and a college of further education (The College Merthyr Tydfil). In addition, the University has active partnerships with all further education colleges across the region to facilitate access and progression to our programmes. Over recent years, the University has achieved significant rationalisation of the curriculum, with a greater focus on embedding the applied nature of our expertise and improving the quality of the student experience both inside and outside of the classroom, whilst substantially maintaining student numbers. Alongside this, we have realigned our activities, staff and students on our three campus locations whilst continuing to realise opportunities for strategic academic development in areas such as aerospace engineering, creative industries, sport, energy, battery cell technologies and cybersecurity. We continue to work in partnership with major businesses across the globe, within the UK and in our region with much of our academic provision being professionally orientated and informed by this engagement. We continue to be a major force within Wales for widening access, for example, supporting over 30% of Wales s part-time student population. Student success is also a key strategic goal, evidenced by our impressive employability track record, including our significant profile in graduate start-ups. Our research is recognised in terms of impact as being worldleading and internationally excellent. We have brought new insights into the use of anaerobic processes for waste treatment and renewable energy production. We have developed a new hybrid model of the justice system in Afghanistan. We have influenced policy makers, the public and media organisations in the development of creative industries in small nations, including Wales. The work within our hinterland is complemented by our ambition for sustainable international development which is high on the corporate agenda with the recent appointment of a new Director of International and the establishment of a branch campus in Dubai focused, in the first instance, on the significant regional learning and development needs of the aviation industry. The University s various League Table positions (whilst an undoubted target for improvement), are regarded by many staff across the institution as an under-representation of the excellent work that goes on here. The University has comprehensive plans in place addressing the issues adversely affecting its league table position, many of which are legacy issues arising from merger. Over the next couple of years we confidently expect to see a significant improvement in league table performance as these measures take effect You will not be short of challenges in this role, but we can assure you of a very warm welcome and the support of an outstanding group of colleagues. 3
the agenda Director Marketing and StuDent recruitment The department is led by the Director, supported by a senior management team representing the areas that make up our Marketing and Student Recruitment department. We expect the role holder to be an energetic leader with a background in marketing and brand management, and to demonstrate evidence of effective management of an integrated marketing team and insight into student recruitment and admissions. The role holder will be responsible for managing the University s brand and leading collaborative efforts among all constituencies to ensure unified, strong and clear messaging. The role holder will provide strategic oversight of our student recruitment and admissions. This includes strategic work with our international and UK education partners. The specific areas of the role include: enhancing university of South Wales (usw) Brand As a relatively new University there is a need to continue to expand and increase our visibility. The Director will be expected to finalise clarity around our brand and brand values and develop multiple methods of communicating and showcasing the accomplishments and achievements of USW s talented faculties, students, staff and alumni. expanding the enrolment market and increasing student applications and enrolments Working closely with the management team the Director will be expected to design and implement marketing programmes that result in growth in applications and conversions and grow student numbers in line with critical performance indicators. creating a vision and measuring success The Director will be expected to bring vision and strategic thinking to the table by establishing high expectations for the effectiveness and quality of USW s marketing and communication efforts. In order to elevate our rankings and achieve recognition for the quality of our academic programmes the Director will professionally challenge team members to raise the visibility of the University. unifying marketing efforts In addition the Director will effectively manage resources for maximum impact and efficiency, establishing clear priorities aligned with implementing a culture of performance metrics for marketing initiatives. In order to achieve message alignment the Director will address all components of the marketing mix and focus on target constituencies. collaboration with the Vice-chancellor s executive The Director will work closely with the University Executive and Vice-Chancellor s Executive Board to create the vision and strategic direction for USW s visibility efforts. Serving as both a strategic thought leader and creative tactician, the Director will participate in broad decisions affecting USW as a whole as well as acting as the primary spokesperson in public and media communications in relation to student recruitment and admission. 4
f usw executive team Strategy & Development Principal Royal Welsh College of Music & Drama DVc academic Faculty Deans (4) Marketing & Student Recruitment International Senior ManageMent Structure (FeBruary 2018) Vice-chancellor and chief executive Professor Julie Lydon DVc Strategic resources Organisational Development Finance & Infrastructure University Secretary Principal The College Merthyr Tydfil PVc Learning, teaching & Student experience Academic Registry Campus & Student Services PVc research Research & Business Engagement 5
usw in numbers 95% 6
JoB DeScriPtion Director Marketing and StuDent recruitment responsible to: Deputy Vice-chancellor (academic) PURPOSE OF THE ROLE To shape and tell the story of the University of South Wales in a dynamic way which informs the world about the University s commitment to students and engagement with employers. To lead the staff team in the department in developing and implementing strategy to enhance student recruitment. PRIMARY RESPONSIBILITIES 1. Expand the visibility of the University through development of multiple contemporary and innovative methods of communicating and showcase the accomplishments of our students, staff and alumni. 2. Develop the University s brand, brand values and reputation globally with prospective students and key stakeholder groups to ensure unified, strong and clear messaging. 3. Develop and implement a marketing strategy for the University that has a strong message alignment, is adopted by all staff, and leads to growth in applications and student numbers. 4. Effectively manage resources for maximum impact and efficiency. 5. Understand Higher Education policy, analyse sector trends and network effectively across the UK sector and beyond to inform marketing plans. 6. Work in partnership with the Deputy Vice-Chancellor (academic) and Deans of Faculty to ensure the University s academic portfolio meets the needs of prospective students and stakeholders. 7. Provide strategic support and oversight to the lead for Student Recruitment and Admissions ensuring applicant conversion is maximised via CRM process integration and that the University recruits with integrity at all times. 8. Provide strategic support and oversight to the lead for Marketing, ensuring alignment of activity to strategy. 9. Provide strategic support and oversight to the Director of Partnerships and Widening Access to grow USW provision and increase progression opportunities. 10. Work with colleagues in Human Resources on employer branding to enable the University to market itself as an employer of choice in South Wales. 11. Identify, develop and lead the marketing relationship between USW and its Further Education Strategic Alliance. 12. Lead the development of the strategy for marketing USW s business engagement and research activities. 13. Lead on/or participate in pan-university initiatives as required to further the aims and needs of the institution. 7
PerSon SPeciFication Director Marketing and StuDent recruitment ESSENTIAL An energetic, motivated and confident leader with a proven and successful track record in marketing and brand management in a complex multifunctional organisation Evidence of the ability to plan, negotiate and deliver strategic plans in line with organisational goals, demonstrating the ability to balance short-term operational pressures with long-term change and development projects Strong leadership and influencing skills along with personal presence is essential in order to demonstrate confidence and direction to staff at all levels and external stakeholders The ability to challenge and question when necessary and a willingness to be held accountable for own decisions yet be supportive and empowering to others The ability to work under pressure in a demanding role across a broad portfolio comfortable with change and challenge The ability to think creatively in a highly competitive market and to translate ideas into practical and effective marketing campaigns that deliver tangible results A strong advocate of customer service and professional standards representing the interests of the consumer in the development of courses and services A good understanding of the issues, challenges and opportunities faced by higher education providers An insight into university admissions procedures Ability to manage large budgets and teams of staff and experience of risk management Experience of leading a team through successful change management and process review Strong managerial skills including team management, financial resource management, the ability to chair meetings and project groups, and to be an effective senior team member A higher degree and/or relevant professional qualification, or significant and relevant work experience Excellent communication skills written, oral and effective delivery of large scale policy and other documentation Highly developed people skills including an ability to listen, inspire, nurture talent, demonstrate empathy, and make effective judgements that balance decision making and risk Highly developed negotiation, influencing and diplomatic skills Strong analytical capabilities; able to see the big picture coupled with an eye for detail Willingness to work at weekends and out of hours as required Ability to work across all USW campuses as required DESIRABLE Professional marketing qualification and membership of an appropriate professional body An understanding of the Welsh political environment and language requirements 8
f Working in South WaLeS An exceptional part of the UK, with city life,countryside and coast. USW has three campuses throughout the region, making us the largest university in Wales. Working here you can enjoy all the benefits that South Wales has to offer city life and culture, stunning beaches and breath-taking countryside. Our Pontypridd campus, in the heart of South Wales, is just 10 miles from Cardiff which has everything you'd expect to find in a major city and more. It's a compact city so it s easy to get around - shops, bars, the Cardiff Campus and transport links are all within minutes of each other. In Newport our state-of-the-art Campus is surrounded by a stunning new retail and leisure development. Three Cliffs Bay, Gower Peninsular Bute Park, Cardiff Wales Millennium Centre, Cardiff Friars Walk, Newport Cardiff Bay Brecon Beacons 9
usw PeoPLe At USW our staff are at the heart of what we are and do. We want to attract outstanding and talented people, support them to succeed, and celebrate their success. We are willing to invest in good ideas and in good people - supporting employees personal and professional development. We take the well-being of our staff very seriously, and provide a range of classes, services and facilities to support your careers as well as your physical and mental health. Our sector leading development programmes have made this a place where staff can thrive and recognition by Athena Swan, Stonewall, and Two Ticks demonstrates our commitment to supporting talented people from all backgrounds. 10
how to apply Director Marketing and StuDent recruitment To apply on-line visit our jobs website: /jobs Closing date for applications: Thursday 29 March 2018 Selection assessments and interviews to be held: 10-11 April 2018 11