Marketing Officer

at  Heriot Watt University

Role: Marketing Officer (Undergraduate)
Grade and Salary: Grade 6, £29,605 - £34,980 per annum
FTE and working pattern: 1 FTE, 35hrs per week, Monday - Friday
Holiday Entitlement: 33 days annual leave plus 9 buildings closed days (and Christmas Eve when it falls on a weekday)

PURPOSE OF ROLE

As part of our ongoing student recruitment objectives, we are looking for a Marketing Officer to engage with our undergraduate target audience, including the audience for our evolving pathways into undergraduate study. This is a great opportunity to come up with insight-led, highly creative integrated marketing campaigns and activity that will appeal to our target audiences and drive growth in our undergraduate student population. Reporting to the Brand and Campaigns Manager : Student Recruitment, this role is at the heart of building reputation, awareness and engagement with Heriot-Watt University among undergraduate prospects.

KEY DUTIES & RESPONSIBILITIES

From the delivery of targeted campaigns and activity to the creation of engaging copy and content that will increase the awareness of Heriot-Watt on the global stage, we’re looking for a passionate marketer, who can deliver the following:

• Marketing Campaigns : Under the direction of the Brand and Campaigns Manager, write briefs, develop plans and deliver multi-channel digital, BTL and email campaigns to hit agreed KPIs.
• Collaboration : Work closely with academic and professional service colleagues across our global campuses, to coordinate plans and activities that will reach and engage our target audience.
• Brand: Understand and be able to communicate the Heriot-Watt University brand and value proposition.
• Work closely with the Programme Portfolio and Market Insight team to agree programmes/subjects of priority focus : aligned to annual and longer-term growth targets accordingly.
• Student Recruitment : Work in partnership with our student recruitment team to create engaging event materials and ideas around how to engage with the target audience. Contribute to and help shape experiential marketing activities that target UG prospects on and off campus : to include open days and UCAS events.
• CRM Engagement : Work collaboratively with our CRM team to help create activities that will keep our database engaged and excited about Heriot-Watt driving conversion at each stage of the prospect journey.
• Communications - Liaise with Communications to ensure news and content that can resonate amongst undergraduate prospects is utilised/repurposed and promoted through appropriate channels.
• Content & Social Media: Work with the social media team to ensure the primary voice of current undergraduates permeates relevant social channels and input and co-deliver engagement through existing and emerging social channels that particularly resonate with this audience.
• Ensure each piece of content has a content strategy taking into account the audience, SEO and determining the most appropriate format and channels for the content.
• Reporting & Analysis : Undertake and share regular progress reporting and performance tracking, particularly website and social media, with emphasis on ways to improve campaigns and activities.
• Stakeholder Management - Develop and maintain excellent working relationships with academic and professional service colleagues across all of our global campuses.
• Agency Briefing : Brief and manage external agency relationships for campaigns e.g. media agencies, design/advertising agencies, video production.
• Teamwork - Support and contribute to the wider Marketing team where required, e.g. student recruitment open days, global campaigns etc.
• Website : own and shape areas of the hw.ac.uk website that directly speak to UG prospects : making data and insight led decisions on where and how to improve content and user journeys.

Please note that this list is not exhaustive, and the role holder may be required to undertake other relevant duties commensurate with the grading of the post. Activities may be subject to amendment over time as the role develops and/or priorities and requirements evolve.