We are looking for candidates who want to work in a friendly, professional and driven marketing department as a Portfolio Marketing Manager. The successful candidates will work across a portfolio of courses and develop an in-depth understanding of the relevant course propositions, USPs, and key messages to ensure the delivery of marketing campaigns, activity and content for student recruitment to their portfolio of courses, in line with agreed briefs and targets, with support from their line manager and Head of portfolio Marketing from the relevant faculty.
Portfolio Marketing Managers develop an in-depth understanding of the relevant academic and professional services culture for their portfolio in order to achieve academic and professional services engagement and participation in planned marketing activities and campaigns. In addition, the role works closely with the teams across Brand & Marketing to ensure the effectiveness of marketing activities for their portfolio of courses.
This role is consequently responsible for the effective development, implementation and monitoring of campaigns as they relate to their product portfolio in conjunction with their line manager, the Head of Marketing Campaigns.
The Portfolio Marketing Manager role sits in the Marketing Campaigns team led by two Heads of Marketing Campaigns. The Campaign Marketing team sits in the wider Marketing Operations team that focuses on the creation and implementation of the integrated marketing campaigns at King’s College London. The Marketing Operations team consists of four other teams including paid media, CRM email marketing, marketing communications (web, social, events & content) and a support team.
This post will be offered on a fixed term contract for 7 months
This is a full-time post
• Understand the marketing objectives and targets for the portfolio and ensure the effective delivery of appropriate marketing activities and content.
• Develop and articulate a critical understanding of the courses on offer (all levels, all formats) including:
- The opportunities and benefits each course offers prospective students;
- Course propositions, USPs and key messages for all student recruitment activities.
• Support the implementation of marketing plans, activity, and content to successfully launch new programmes and/or formats.
• Develop an in-depth understanding of the product portfolio’s target audiences and recruitment channels:
- Potential students at different levels of study, life stages, UK & international
- Advocates, partners, influencers, employers, businesses
- Field marketing partners in liaison with UK and International Marketing (as appropriate);
- Internal channels such as King’s Foundations, Summer Programmes, Widening Participation and Study Abroad (as appropriate).
• Identify product portfolio marketing activities and content to inform and support campaigns to meet objectives that may include:
- Developing awareness and interest amongst the target market;
- Lead generation and conversion to application.
- Offer-holder conversion through to enrolment.
- Recruitment across different cultures and geographies to achieve diversity in the classroom.
• Forge strong, collaborative relationships with:
- Academic and administrative staff from across the product portfolio; specifically, secure academic engagement with, and participation in, marketing and student recruitment activities.
- The wider Brand & Marketing Department
– Work with project, cross-marketing or campaign teams (as required) ensuring academic engagement and providing content for agreed campaigns, reporting on:
- Outcomes and impact
• Contribute to appropriate committees, projects or workgroups as required, including projects or secondments within marketing or across the university.
The above list of responsibilities may not be exhaustive, and the post holder will be required to undertake such tasks and responsibilities as may reasonably be expected within the scope and grading of the post.
Skills, knowledge, and experience
1. Educated to degree level
2. Prioritising and Organising: the ability to implement plans by identifying and marshalling resources appropriately taking into account competing demands across multiple projects; this includes personal time management and the management of stakeholder expectations.
3. Planning and Strategy: In depth understanding of strategic planning with the ability to plan a course of action that is aligned to the wider business strategy within the context of commercial reality: this includes the development of strategic direction and workable plans based on sound analysis, ensuring alignment across functions, budgets and objectives and planned evaluations against relevant KPIs
4. Audience Analysis: The ability to segment markets, define audiences, target campaigns and messages, and use the cumulative impact of messaging and activity across the recruitment cycle to develop, implement and analyse effective marketing activities across markets.
5. Stakeholder management, breaking down boundaries and influencing those around you in order to build relationships and collaborate better.
6. Resilience and Adaptability: Adapts positively to change, staying focused during uncertainty and recognising where to flex plans to achieve results in the face of changing demands and priorities; influences and supports others by taking a positive perspective on challenge, pressures or uncertainty.Integrated marketing campaign delivery
7. Marketing Acumen: can demonstrate substantial experience of using marketing tools, tactics, principles and practices, appropriate to engagement, acquisition, conversion and loyalty marketing across complex markets/segments.
8. Integrated Marketing: In depth understanding of how different channels and messages interact from the perspective of the customer; includes the ability to plan and implement integrated campaigns across the customer journey, developing and conveying key messages, understanding and monitoring their impact on customer behaviour.
9. Communication: In depth understanding of the strengths and limitations of different media channels including social media; the ability to identify the media and define the messages to ensure a consistent understanding across different audiences.
10. Information Gathering and Analysis: analyses data and identifies market trends; able to define campaign KPIs, produce reports and recommendations based on analysis of results and monitor return on investment.; critically monitors changing consumer expectations and acts on identified implications.
1. Experience in higher education
2. A relevant professional marketing qualification