Responsibilities

• Strategic Leadership and Student Recruitment: Lead the delivery of institution-wide activities and initiatives targeted at applicants in alignment with the College's Student Recruitment and Marketing strategies, developing, managing and monitoring strategies plus planning and implementing activities which raise awareness of RCL's programmes, capture leads, encourage applications and increase conversion. Support and stimulate marketing and communications strategies and initiatives related to UG and PG Student Recruitment delivered by a range of internal stakeholders, providing specialist advice and consultancy as required. Contribute to the development and delivery of the institution's marketing communications strategy, acting as subject matter expert on opportunities and issues relating to UG and PG Student Recruitment. Develop and maintain trust-based working relationships with colleagues across the institution which enhance the reputation of the Department of Marketing for the quality and effectiveness of its strategic planning, creativity and implementation. Act as a member of the Commercial Leadership Group, working closely with colleagues to ensure effective implementation of an integrated, multi-media Student Recruitment activity plan. Maintain a thorough awareness of developments and trends in the Higher Education sector nationally and internationally related to student recruitment and respond to them as appropriate. Manage and optimise the annual marketing budget, ensuring maximum return on investment.
• Content, Communications and Media: Oversee the development of high-quality multi-media promotional and publicity materials and communications content related to UG and PG student recruitment, liaising closely with internal stakeholders and delivery partners within Marketing and Communications. Oversee the maintenance and enhancement of the institution's presence on third-party media platforms targeted at UG and PG applicants and prospective students, ensuring that return on investment is measured and strategies refined as necessary.
• AI and Marketing Innovation: Use AI tools and emerging marketing technologies to improve campaign effectiveness, content creation, audience targeting and operational efficiency. Identify and implement innovative approaches to enhance student engagement and recruitment outcomes. Ensure the appropriate and responsible use of AI within marketing activities.
• CRM and Marketing Automation: Oversee the delivery of a sector-leading applicant communications experience through the effective use of Applicant CRM systems and tools, including the development and delivery of a roadmap to enhance system functionality and associated working practice. Develop and manage automated marketing journeys to nurture prospective students. Work with CRM and digital platforms to improve communication effectiveness and conversion rates.
• Digital Performance Marketing: Lead performance marketing activities across paid search, social media, display advertising and other digital channels. Monitor and optimise campaign performance through data analysis and ongoing testing.
• Student Journey and Customer Experience: Map and continuously improve the prospective student journey across all touchpoints. Ensure marketing communications are personalised, relevant and aligned with audience needs.
• Market Research, Data Analytics and Reporting: Specify and/or manage market research and analysis relating to undergraduate and postgraduate recruitment activities. Use data, market intelligence and campaign analytics to inform marketing decisions. Produce regular performance reports and dashboards, making recommendations for continuous improvement.
• Website and Content Performance: Oversee website content and user experience to support recruitment. Work with internal teams to improve SEO, website engagement and lead generation.
• Brand Management: Protect and strengthen the College brand across all marketing channels and communications. Ensure brand consistency and quality across all recruitment and promotional activities.
• Staff Management Responsibility: CRM Manager Marketing Manager, Paid Media/Agency Marketing Manager, Market Insights Marketing Manager, 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 and related activities, which may take place outside the normal working week. This may include supporting key recruitment activities (such as Open Days), for which TOIL would be provided where contracted working hours are exceeded, to be taken with agreement of your line manager.

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 and equivalent experiential learning/work experience.

Preferred

• Postgraduate level qualification or equivalent.