Responsibilities

• Lead the development of the University’s CRM strategy, leading a team of CRM professionals, including the development and embedding of innovative and integrated email campaigns and ensuring that the University’s CRM systems and staff resource/structures are fit for purpose
• Your role is integral to the Central Marketing team, who need a CRM leader to optimise and transform our communications delivery leading to impactful marketing and communication campaigns. The CRM team that you will lead is responsible for the management of key CRM platforms, data governance, and the development of effective relationships with key stakeholders to deliver CRM activities to a wide range of audiences
• Provide expert knowledge, data and market intelligence to ensure that the University is making the best use of its current CRM systems for student recruitment and wider communication purposes, including investigation and implementation of enhanced functionality or versions and ensuring value for money and a reliable service is provided by our current suppliers
• Lead and develop the Central Marketing CRM team, embed and develop knowledge delivering CRM activities with key stakeholders e.g. Faculty and university services team with communication needs
• Oversee and ensure through appropriate forums and working relationships the impact and coherence of the University’s email campaigns for all audiences. Ensure there is an integrated and collaborative approach to design, content planning, review and development with key stakeholders
• Use analytics and market research in conjunction with other channels to monitor, measure and evaluate student recruitment CRM activities to produce reports to inform planning of future activity to support overarching student recruitment objectives
• Collaborate with marketing colleagues, faculty colleagues and other key stakeholders as appropriate to support the delivery of annual targeted recruitment campaigns and events
• Maintain oversight and ensure the University’s staffing resources and structures to support the effective use of the university’s CRM systems and delivery of core email campaigns/system maintenance are appropriate, effective and coherent
• Take responsibility for the development and review of all policies and guidelines relating to Student Recruitment CRM, for example, the directory of CRM systems users; design and writing style guidelines for email campaigns and training documentation and work with the central data security team to ensure all communications and contact data comply with GDPR, PECR and other legal requirements
• Build and maintain professional networks within the sector; an understanding of external trends in higher education and the University’s student recruitment and other relevant strategies to provide expert insight and proposals with regard to innovative approaches to integrated marketing activity to meet student recruitment objectives

Requirements

• Experience managing a team of marketing and CRM professionals
• Experience of managing PII data, establishing governance frameworks and working with legal teams to ensure legal compliance
• Awareness and understanding of emerging trends and developments in digital communications including email and digital marketing
• Knowledge of monitoring, measurement and evaluation approaches and processes for the use of email and digital marketing and for ongoing reporting on performance
• Knowledge of online audience research techniques, including formal and informal, qualitative and quantitative methods and approaches
• Proven experience of data management and the importance of data integrity
• Substantial experience of email marketing in a relevant organisation, preferably in a Higher Education context or in complex organisations with a wide variety of internal stakeholders
• Understanding of wider marketing techniques, to allow close integration of online campaigns with other marketing activities e.g. paid media
• Practical experience of Digital communication skills including ability to manage CRM systems and databases
• Ability to develop and implement impactful, creative email campaigns

Preferred

• Experience of developing, writing and implementing email campaigns, preferably in a higher education context, and/or relevant work area related to student recruitment and marketing
• Knowledge of customer relationship management generally, and marketing to the 16-25 year old market in particular
• Awareness of student recruitment cycles (undergraduate and postgraduate) and issues facing students throughout their journey before and during university
• Awareness of digital design principals and processes, including user-experience, mobile, etc
• Development and delivery of training programmes

Benefits

• Newcastle University is a great place to work, with excellent benefits . We have a generous holiday package; plus the opportunity to buy more, great pension schemes and a number of health and wellbeing initiatives to support you.