Brand & Campaigns Manager - External Relations

Location
United Kingdom
Salary
£30,395.00 - £42,036.00
Posted
Sep 12, 2019
Closes
Oct 12, 2019
Ref
119880
Organization Type
University and College
Hours
Full Time
Brand & Campaigns Manager - 58053

External Relations, University of Birmingham, Edgbaston, Birmingham UK

Grade 7

Full time starting salary is normally in the range £30,395 to £39,609, with potential progression once in post to £42,036

Full Time/Permanent

Closing date: 1st October 2019

Job summary
With a primary focus on raising awareness of the research and corporate strengths and reputation of the University of Birmingham, the post holder will play a key role in building and enhancing our relationships and reputation with stakeholders through the development and management of integrated multi-channel institutional campaigns.

The University of Birmingham has been challenging and developing great minds for more than a century. Characterised by a tradition of innovation, research at the University has broken new ground, pushed forward the boundaries of knowledge and made an impact on people's lives. We continue this tradition today and have ambitions for a future that will embed our work and recognition of the Birmingham name on the international stage.

We develop innovative solutions to address big issues, combining original thinking with clear focus and rigour, intellectual curiosity with practical application. We enjoy being the first to do things; navigation complexity, opening access and unlocking value so that others can follow and benefit.

We are well-resourced and well-grounded, persuasive and persistent, ambitious and independent minded. We encourage and empower people to turn their ingenuity into reality and make important things happen.

External Relations is the division responsible for delivering the University of
Birmingham to the world and prides itself in seizing opportunities that will enhance the brand profile and reputation of the University. We communicate with many different audiences in order to build purposeful relationships internally, locally, nationally and internationally. We enable those who wish to apply to study on undergraduate and postgraduate courses to make informed choices.

The University has ambitious plans to enhance its position as a leading global player within the sector and this post is focused on delivering a step-change in our brand building and awareness raising activity. Following a major piece of brand work on Defining our Identity, the post will also play a leading role on the
implementation and management of the University brand, - ensuring that the identity and brand assets are consistently adopted across the University by working collaboratively with colleagues in the Colleges and Professional Services. The post holder will work with colleagues to provide brand guidance for appropriate use to reflect the University's diverse relationships with its stakeholders and will work to evolve the University's identity to ensure the brand continues to grow in a changing Higher Education landscape.

Main duties

Brand Management
  • As the University of Birmingham's brand champion, ensure consistency of content, tone of voice and brand across all marketing channels and campaigns.
  • Be responsible for protecting the brand by identifying and dealing sensitively with any potential issues or conflicts of identity across the wider institution.
  • Work collaboratively with Creative Media (the University's internal design agency to embed and evolve the brand across the University) developing clear brand guidelines and ensuring that there is a broad understanding that the brand identity is more than a logo - that it reflects the essence and wider aspirations of the University.
  • Manage the tracking of the University of Birmingham brand with its stakeholders.


Campaign Management
  • Lead on institutional reputation and profile raising campaigns, working collaboratively with colleagues in Communications and College teams to adopt an integrated campaign approach, ensuring buy-in from senior colleagues.
  • Develop innovative multi-channel campaigns to enhance the profile and reputation of the University and in particular to communicate research excellence and impact.
  • Monitor and evaluate the impact of campaigns, optimising accordingly during the campaign cycle.
  • Be the professional point of contact for others across the University who are looking to run large scale campaigns, providing advice and guidance.
  • Work with the Channel management team to identify the most appropriate channels.
  • Use market insight to measure success against agreed KPTs to inform future activity and demonstrate value to senior stakeholders.


Reputation Management
  • Work collaboratively with colleagues across the University as well as within External Relations to ensure that reputational marketing activity is joined up and aligned to broader priorities.
  • Play a leading role in the development of innovative content (copy and digital assets) for web and social media channels, to highlight our research and reputational success and, where relevant, ensure these are being used effectively as part of student acquisition activity.
  • Support colleagues in the wider Communications team with crisis and reputation management issues as they arise.
  • Take a leading role in managing external agencies with the objective of delivering innovation in reputation marketing and also to ensure that both spend and campaign reach are maximised.
  • Work with colleagues to design and implement CRM strategies to support effective stakeholder engagement and drive the influence and reputation of the University.
  • Work with the senior colleagues in Market Insight and Channel teams to drive competitive advantage through the increased use of segmented and personalised communications to reach key stakeholders.


Other duties
  • Build strong and lasting relationships with colleagues across the University, in both professional services and the academic community to enhance and champion our marketing activity.
  • Work collaboratively to develop innovative campaigns, taking joint accountability for their success.
  • Deputise for the Head of Campaigns and Reputation as required.
  • Manage the budgets ensuring budgets are forecast, monitored and allocated correctly, in accordance with planned activities and University financial procedures.
  • The role is a key post in a Campaigns and Reputation team consisting of five members of staff. Whilst the role does not currently hold any line management responsibilities there is the opportunity for the post holder to take on line management once in post.
  • Supervise any temporary members of staff, recruited as required, to support the delivery of the planned marketing activities outlined above; managing and directing their work.


Skills and Experience

Essential
  • Educated to degree-level within a relevant subject area
  • Experience of devising and delivering multi-channel marketing and communications plans
  • Substantial experience of working in a marketing or communications environment
  • Experience of translating complex information into accessible communications across multiple channels
  • Experience of leading digital campaigns,
  • Proven copywriting ability for a range of audiences and channels
  • Creative and innovative approach to problem solving
  • Excellent interpersonal skills and a 'can-do' attitude
  • Enthusiastic approach with an ability to bring people together to work towards a common goal
  • Ability to influence people in senior positions
  • Excellent communication skills; both written and oral, and an ability to deal with people at all levels
  • Demonstrably strong time, people, project and budget management skills
  • Experience of using social media and other digital channels as part of a marketing or communications campaign
  • Demonstrable ability to plan and manage own workload in a highly efficient and effective manner, and to meet competing deadlines
  • The ability to work proactively, independently and as part of a team
  • To constantly exhibit values and behaviours consistent with the University and External Relations frameworks.
  • Knowledge of, and commitment to, the Higher Education sector, a strong belief in the importance of universities in society and an awareness of the issues that they face


Desirable
  • Experience of working in a large, complex organisation
  • Brand management experience
  • Experience of working in marketing and communications in a Higher Education institution
  • Previous line management responsibility
  • Experience of managing external agency relationships


We value diversity at The University of Birmingham and welcome applications from all sections of the community'

Valuing excellence; sustaining investment

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