Brand and Campaigns Manager

Overview

This is an exciting role for an experienced, strategic Brand and Campaigns Manager to join a busy, innovative and fast-paced team. The Brand and Campaigns Manager is a key leadership post in the Directorate of Communications, Marketing and Recruitment (CMR), supporting the Director of Marketing to develop and deliver marketing strategy in support of the University’s ambitious Strategic Plan. The postholder will have a specific focus on brand profile and delivering integrated, global campaigns in support of student recruitment.

The Brand and Campaigns Manager will demonstrate strong, leadership skills and outstanding interpersonal and negotiation skills. They will focus on delivering an integrated marketing strategy which covers the full marketing mix and will be responsible for developing and managing brand and student recruitment campaigns to support undergraduate and postgraduate recruitment in priority markets, nationally and internationally. The post-holder will be customer-centric and experienced in using data and insight to inform strategy. The successful candidate will be an ambitious, proactive marketing professional, with extensive experience of brand management and implementation, advertising and digital media buying and budget management. Excellent written and verbal communications skills, strong project management experience, and an exceptional level of attention to detail are critical.

This role will be based at the University of Stirling Campus. The University offers an agile working framework with the opportunity to work from home based on the needs of the business.

Description of Duties

Campaigns and marketing

• Oversee media strategy in support of our undergraduate and postgraduate integrated global paid media campaigns in priority recruitment markets
• Ensure campaigns are insight and data led, audience-focused and aligned to recruitment and conversion objectives
• Provide expert support and guidance, across the full range of marketing functions including advertising; paid-media; digital communications; marketing-communications; publications; events and exhibitions
• Support Alumni and Fundraising team to develop campaigns aligned to strategic priorities
• Provide advice and draft strategic papers and briefing notes for senior management, and/or University committees, on a range of marketing-related activity which will contribute to discussion and decision-making around policy related initiatives
• Lead campaign related events activity (on-campus, off-campus and international)

Brand Management

• Lead and act as guardian of the University Brand
• Develop, promote and enhance the brand and visual identity by ensuring the implementation of branded campaigns, raising the University’s profile nationally and internationally
• Lead on the delivery of brand related activities retaining the prominence and positioning of Sport
• Develop key brand messages to bring clarity and consistency to all marketing communication
• Develop, implement and maintain sustainable brand guidelines and a marketing toolkit ensuring campaign compliance and consistency is sustained across all internal and external stakeholders including international partners
• Oversee the application of the brand across digital, print, content, publications and the physical environment
• Oversee the development of impactful content, publications and campaign assets

Student recruitment and student experience

• Develop integrated global recruitment campaigns including budget management, campaign planning, execution (across the marketing mix) and measurement
• Plan, manage and prepare a range of marketing materials (both online and offline)– including commissioning photography and film, co-ordinating rich-media content and preparing agency briefs
• Support the creation and production of exhibition equipment and materials for use at internal and external events in priority markets and on virtual event platforms
• Support the graduation experience by delivering brand led assets including video, programme, and branded materials

Digital marketing and content

• Work closely with the Digital and Content team to deliver an organic content strategy
• Develop and implement content in support of global media campaigns that promote the brand, generate awareness and capture leads in key priority markets
• Responsible for the digital asset library including photography

People and budgets

• Lead a team of five, setting clear direction, expectations and performance standards.
• Provide coaching and build a high performing, accountable team with strong delivery discipline
• Responsibility for financial planning and management of a media and brand budget – forecasting and return on investment
• Procure and manage relationships with external creative, media, print and digital agencies
• Provide expert advice to stakeholders to maintain brand integrity, and support corporate brand led activities aligned to the strategy
• Manage competing demands while maintaining focus on strategic priorities