To lead the development of the University’s approach to Student Recruitment CRM for prospective students to support the University’s Marketing Strategy, including leading a small team and the development and embedding of innovative and integrated email campaigns, ensuring that the University’s CRM system and staff resource/structures are fit for purpose and appropriate.

Key Accountabilities

• Provide expert knowledge, data and market intelligence to ensure that the University is making the best use of its current CRM system for student recruitment purposes, including investigation and implementation of enhanced functionality or versions and ensuring value for money and a reliable service is provided by our current supplier. Undertake a review of alternative CRM systems every three years and oversee the tender process or re-negotiation of contracts as appropriate.
• Lead and develop the central CRM team.
• Oversee and ensure through appropriate forums and working relationships the impact and coherence of the University’s email campaigns for all audiences. Ensure there is an integrated and collaborative approach to design, content planning, review and development with key stakeholders.
• Use analytics and market research in conjunction with other channels to monitor measure and evaluate student recruitment CRM activities to produce reports to inform planning of future activity to support overarching student recruitment objectives.
• Collaborate with marketing colleagues, faculty colleagues and other key stakeholders as appropriate to support the delivery of annual targeted recruitment campaigns and events.
• Maintain oversight and ensure the University’s staff resource and structures to support the effective use of the University’s CRM system and delivery of core email campaigns/system maintenance are appropriate, effective and coherent.
• Take responsibility for the development and review of all policies and guidelines relating to Student Recruitment CRM, for example, the directory of Hobson EMT Connect users; design and writing style guidelines for email campaigns and training documentation and work with the central data security team to ensure all communications are GDPR compliant.
• Build and maintain professional networks within the sector; an understanding of external trends in higher education and the University’s student recruitment and other relevant strategies to provide expert insight and proposals with regards to innovative approaches to integrated marketing activity to meet student recruitment objectives.
• Create, organise and deliver and maintain internal communications and a training plan to ensure best practice use of the University’s CRM system and provide advice and solutions for Faculty Super Users and users in Schools.
• Other duties as required to support digital marketing as required by the Director of Marketing.

The Person (Essential)

Knowledge, Skills and Experience (Paid or Unpaid)

• Experience managing a small team.
• Awareness and understanding of emerging trends and developments in email and digital marketing.
• Knowledge of monitoring, measurement and evaluation approaches and processes for the use of email and digital marketing and for ongoing reporting on performance.
• Knowledge of online audience research techniques, including formal and informal, qualitative and quantitative methods and approaches.
• Awareness and understanding of issues relating to email communications.
• Awareness of student recruitment cycles (undergraduate and postgraduate) and issues facing students throughout their journey before and during university.
• Knowledge of customer relationship management generally and marketing to the 16-25 year old market in particular.
• Understanding of wider marketing techniques, to allow close integration of online campaigns with other marketing activities.
• Awareness of digital design principals and processes, including user-experience, mobile, etc.
• Digital communication skills including ability to use CRM systems and databases.
• Ability to develop and implement impactful, creative email campaigns.
• Outstanding communication and presentation skills, both oral and written.
• Excellent copywriting skills, with an ability to write compelling, clear and accurate copy in a range of styles appropriate to target audiences and media.
• Outstanding relationship building skills including the ability to develop close working relationships in teams and with colleagues across the University.
• Exceptional attention to detail.
• Initiative, and a creative approach to problem solving.
• Analytical and evaluative skills.
• Report writing skills.
• Project management skills and an ability to engage others in creative and successful projects.
• Ability to think strategically and undertake continuous audience research online.
• Ability to deliver engaging presentations, training and advice to support and lead others in the use of email marketing.
• Experience of a web based CRM system.
• Substantial experience of email marketing in a relevant organisation, preferably in a Higher Education context or in complex organisations with a wide variety of internal stakeholders.
• Experience of developing, writing and implementing email campaigns, preferably in a higher education context, and / or relevant work area related to student recruitment and marketing.
• Experience of project management and strategy development.
• Strong understanding of data management and the importance of integrity.

The Person (Desirable)

Knowledge, Skills And Experience (Paid Or Unpaid)

• Awareness of digital design principals and processes, including user-experience, mobile, etc.
• Development and delivery of training programmes.
• Experience of building relationships with customers using Customer Relationship Marketing principles.

Attributes and Behaviour

Finding Solutions / Typical Behavioural Indicators

• Generates a range of viable options and decides on an appropriate course of action that best fits organisational and area goals.
• Recognises urgency and takes decisive action when required.
• Identifies when given contradictory or inaccurate information.
• Formulates options and possible scenarios for consideration.
• Encourages creative and innovative thinking in self and others.

Communicating / Typical Behavioural Indicators

• Uses clear, concise and accurate communication, tailoring the approach accordingly and encouraging a two way communication process.
• Encourages and supports a free flow of communication and information across the project and to a wider audience where appropriate.
• Can put forward own view whilst listening and respecting the views and opinions of others.
• Understands how best to appeal to the other person/group correctly interpreting the right way to approach a situation.

Team Working / Typical Behavioural Indicators

• Manages time and resources by prioritising and organising effectively.
• Effective at monitoring and controlling work flow of teams.
• Effective at organising and managing heavy and complex workload.
• Identifies quickly what is important and prioritises accordingly.
• Establishes clear roles and responsibilities for self and others.
• Maintains flexibility in work plans to allow for changing circumstances.

Planning And Organisation / Typical Behavioural Indicators

• Manages time and resources by prioritising and organising effectively.
• Effective at monitoring and controlling work flow of teams.
• Effective at organising and managing heavy and complex workload.
• Identifies quickly what is important and prioritises accordingly.
• Establishes clear roles and responsibilities for self and others.
• Maintains flexibility in work plans to allow for changing circumstances.

Influencing Others / Typical Behavioural Indicators

• Persuades, convinces and influences others in order to achieve results and gain support.
• Projects and Energises others by being passionate about their area.
• Uses a variety of influencing styles to suit the audience.
• Explains how own proposals will support the interests of others (i.e. using win-win strategies).
• Has a keen sense of timing; seizes opportunities.
• Develops plans and strategies for influencing and persuading stakeholders.

Qualifications (Essential)

• A degree-level qualification in a relevant discipline or equivalent industry experience.

Qualifications (Desirable)

• Marketing qualification

Newcastle University is committed to being a fully inclusive Global University which actively recruits, supports and retains staff from all sectors of society. We value diversity as well as celebrate, support and thrive on the contributions of all our employees and the communities they represent. We are proud to be an equal opportunities employer and encourage applications from everybody, regardless of race, sex, ethnicity, religion, nationality, sexual orientation, age, disability, gender identity, marital status/civil partnership, pregnancy and maternity, as well as being open to flexible working practices.