Student Recruitment Marketing Manager (Maternity Cover)

Job Summary

Robert Gordon University is an innovative, impactful and inclusive University with an established track record of success in teaching and research, student satisfaction and graduate employability.

Based within Student Recruitment, Access and Admissions, you will be one of two Student Recruitment Marketing Managers. You will also work closely with communications and brand marketing teams within Externa Affairs.

The role involves developing and managing student recruitment marketing strategies and campaigns to promote RGU's courses and drive applications from UK and international prospective students. Key responsibilities include managing our external media buyers to optimize spend on campaigns, using data insights to target markets effectively, supporting recruitment and admissions teams, ensuring brand consistency, coordinating with various departments for promotional materials, and overseeing all related marketing budgets.

We’re looking for a dynamic marketing professional with expert knowledge in developing and delivering multi-channel B2C campaigns across both digital and traditional platforms. You’ll bring a strategic mindset, with a strong grasp of marketing strategy, budget management, ROI analysis, and market intelligence. With a solid understanding of the Higher Education sector, you’ll have a proven track record of leading impactful education marketing campaigns from concept through to evaluation. Experience working with media buyers, as well as design and artwork teams, is essential, along with the ability to create compelling marketing collateral that drives results.

This is a fixed term, maternity cover post for 12 months.

In keeping with RGU's commitment to work/life balance you will have the opportunity to work from home for a portion of the working week and also benefit from a generous pension scheme, 46 days annual leave (including statutory days) an onsite nursery and sports centre, as well as a range of voluntary health and travel benefits.

We are committed to attracting and engaging a diverse range of staff and fostering a culture where everyone feels welcome, comfortable to express their ideas, and can reach their full potential. For more information, please visit Our Diverse Workforce pages.

As per the UKVI immigration rules, this role may be eligible for sponsorship under the Skilled Worker route.  Sponsorship under this route is dependent on factors specific to the applicant and if tradeable points can be used under the rules.

To apply please submit your CV along with a cover letter detailing your suitability for the role against the requirements set out in the person specification.

Job Description

RESPONSIBLE TO: Director of Student Recruitment, Access and Admissions

RESPONSIBLE FOR: No supervisory responsibility

PURPOSE OF POST: To develop, manage and deliver student recruitment marketing strategies and campaigns to raise awareness of our course portfolio and encourage applications from students in the UK and Internationally to meet/exceed targets across all market segments.

PRINCIPAL DUTIES:

• Develop and implement student recruitment marketing strategies and plans for all.
• Work closely with appointed media buyer suppliers and ensure all campaigns make best use of all available advertising channels to ensure that every pound spent brings a positive return on investment.
• Use market intelligence and data insights to inform strategic decisions about which channel to choose and which territory to target to achieve the most efficient and effective use of spend.
• Work with Schools, Student Recruitment and Admissions to deliver campaigns which will help to achieve set student recruitment targets.
• Ensure all student recruitment advertising campaigns align with the overarching University brand identity and strategy.
• Support Student Recruitment teams in the development of student recruitment marketing, digital and print collateral (e.g., pop-up banners, flyers, bookmarks), including messaging and creative styling.
• Work closely with Events, Communications and Web & Digital teams to ensure that subject areas are promoted effectively.
• Responsibility for ensuring the web presence of Academic Schools and University courses is accurate and communicating the relevant key messages and content.
• Overall responsibility for all student recruitment marketing and advertising budgets, including school-specific advertising budgets.

Person Specification

ESSENTIAL REQUIREMENTS

Qualifications and Professional Memberships

First Degree in Marketing or related discipline.

Significant work experience in a Marketing role.

Knowledge

Expert knowledge of multi-channel B2C campaign development.

Expert knowledge of digital and traditional marketing.

Understanding of marketing strategy development and implementation.

Understanding of how to manage budgets, monitor results and calculate ROI.

Solid understanding of HE markets.

Ability to analyse market intelligence/data to inform strategic decisions and deliver planned activity.

Experience

Demonstrable experience in education marketing managing significant campaigns from creation through to evaluation.

Experience of planning and executing multi-channel strategic campaigns across digital, above the line and below the line channels.

Experience of creating effective digital and traditional marketing collateral.

Working with external media buyer suppliers.

Working with design and artwork teams for both digital and traditional marketing collateral.

Unsociable Hours

Some evening/weekend work may be required.

DESIRABLE REQUIREMENTS

Knowledge

B2B marketing and campaign development. Brand strategy and development.

Experience

Working with external creative agencies.

Behaviours

Behaviour 1: Communication – Ability to receive, understand and convey information requiring careful explanation and information of a complex or conceptual nature, in a clear and accurate manner.

Behaviour 2: Service Delivery – Experience of exploring and adapting a service to meet customer’s expectations and also identifying ways of improving standards.

Behaviour 3: Decision Making – Experiences of: using own judgement to make decisions; making collaborative decisions with others to reach conclusions; providing advice or information that will influence the decisions of others.

Behaviour 4: Planning and Organising – Experience of planning, prioritising and organising the work of yourself and others (within own area) on a daily, weekly or monthly basis, whilst ensuring the effective use of resources.

Behaviour 5: Team Development – Experience of: providing advice or guidance to new starts; delivering training or instruction to others on specific tasks or activities; identifying the training and development needs of the team and carrying out performance appraisals.

Behaviour 6: Team Work and Motivation – Experience of being a team leader, agreeing clear team objectives and organising and delegating tasks according to individual abilities.