Marketing Manager

DescriptionRole:Marketing Manager (HW Online) Grade and Salary: Grade 7 37694 - 47389 per annumFTE and working pattern: 1.0FTE 35hrs per week Monday FridayContract: Fixed Term until July 2026Holiday Entitlement: 33 days annual leaveplus 9 buildings closed days (and Christmas Eve when it falls on a weekday)Purpose of RoleWe are investing in our online provision to build on our track-record of delivering transformative education. The Marketing Manager plays a key role in this exciting work. Youll be working collaboratively as part of a dynamic team of passionate mission-driven individuals across recruitment marketing digital education partnerships and project management.The Marketing Manager (Heriot-Watt Online) holds responsibility and accountability for shaping and delivering effective marketing strategies and plans for Heriot-Watt Online which will deliver against student recruitment objectives.HWOLs programmes are global in nature recruiting participants from across the world meaning there is a strong focus on digital marketing and managing global campaigns. We compete with leading universities and business schools across the globe to reach this audience and our marketing must be sufficiently creative engaging and data driven to stand out from the crowd.Key Duties & ResponsibilitiesThe Marketing Manager will be allocated a portfolio of Heriot-Watt Online programmes with responsibility and accountability for:Planning Insight and StrategyLeading the planning delivery and evaluation of data-driven multi-media marketing campaigns that support student recruitment and brand marketing objectives including promotional activities across a wide range of channel mix including: PPC SEO Website Video Content marketing via social media blogs PR and media relations Events Email marketingManaging allocated budget and regularly conducting a thorough analysis of ROI to help inform spend and strategy for subsequent yearsCreating and managing an annual marketing plan and set activities and targets aligned with the overall Heriot-Watt Online marketing strategySetting and monitoring KPIs and providing regular progress reports to internal stakeholdersActing as product expertproviding insights into student recruitment trends key territory market behaviours HE marketing practices and key competitor activitiesProviding insight on student recruitment performance across markets and highlighting areas of changeIdentifying and testing new marketing opportunities which are cost effective and manageable within available resourceMaintaining an awareness of the external context the HWU Online programmes operate in providing insight on competitor activity and market trends to inform strategyProactively sharing insights and learnings within the HWU Online team and wider University to inform the strategy and execution of broader marketing activityStakeholder Management and Relationship BuildingManaging the relationship with assigned marketing agencies and partners acting as the main point of contact for the development and management of digital activity for reporting to key stakeholdersRepresenting Heriot-Watt Online at key stakeholder meetings committees and academic platformsInitiating and maintain strong relationships with colleagues within MRAC taking a proactive approach to ensure activity is coordinated and opportunities for joint working are exploitedBuilding close working relationships with relevant academics to facilitate the development of effective marketingDevelop feedback loops and collaborate with the Student Recruitment and Prospect Experience and Conversion teams to ensure a coherent consumer journey and consistency in student facing communications and collateralWork with the content marketing officer to design and execute organic and content marketing strategiesHave a working knowledge of SEO principles to inform organic marketing strategiesDevelop clear and precise briefs to guide the development of collateral by external agencies and internal teamsBrand Events and Digital MarketingProactively identifying new marketing channels to diversify the marketing strategyUsing a data-driven approach undertaking targeting and segmentation of prospect audiencePromoting brand presence through social networking sites online media and tools and providing analysis and intelligence on perception and impact to prospective studentsEnsuring the Heriot-Watt and Edinburgh Business School brand identities and Heriot-Watt online messaging are conveyed effectively and consistently across all communicationsWorking closely with the Recruitment Team on guiding their tactics and activity plansOrganise and direct exciting innovative events (both on-campus and online) for prospective current and past HWU Online students as well as proposing new ideas to engage with our key segments and audiences.Review and approve all marketing material to ensure they meet the required standards and align with campaign goals audience and brand guidelinesUse Google Analytics to develop actionable insights to inform marketing strategiesCommunications and EngagementEstablish a communications schedule content plan and engagement strategy for future current and past learners in conjunction with the Content Marketing OfficerDevelop an awareness of consumer personas to craft marketing messaging and guide communications and targeting strategiesWork within two CRM systems to create audience segments and deliver targeted and effective communications at various point in the consumer journeyEnsure ongoing compliance of all activity with internal and statutory requirements including Heriot-Watt brand guidelines and GDPREssential & Desirable CriteriaEssentialExperience of planning and implementing targeted marketing and communications campaigns.Proven experience of operating effectively at a managerial level in a marketing or student recruitment role.Knowledge of current and upcoming digital marketing trends with experience of using digital channels to reach and connect with markets.Experience of analysing data (both quantitative and qualitative) from a wide range of information sources and drawing up market intelligence reports and marketing and communications plans.Relevant experience of digital analytics coupled with experience of managing web optimisation projects.Experience of working with external agencies and/or partners (e.g. Online Programme Managers)Knowledge and experience of utilising CRM and CMS systems.Extensive experience of copywriting and editing for different audiences/media and exceptional proof-reading skills.Experience of budget management.Working with international colleagues and clients and understanding cultural variances and normsDesirableExperience and/or knowledge of the online education/edtech marketSignificant working experience in a globally orientated marketing roleProfessional Qualification or membership of Professional body e.g. CIMExperience of video generation within a marketing context (including films and infographics)Previous experience of brand development and/or brand managementExperience of designing and delivering events that contribute to the strategic goals of an organisation.How to ApplyApplications can be submitted up to midnight(UK time)onWednesday 3rd December 2025.Pleasesubmit your CV & covering letter via the Heriot-Watt on-line recruitment.Please note that interviews for this role are anticipated to take place on week commencing 08 December 2025.We welcome and will consider flexible working patterns e.g. part-time working and job share options.Heriot-WattUniversity is committed to securing equality of opportunity in employment and to the creation of an environment in which individuals are selected trained promoted appraised and otherwise treated on the sole basis of their relevant merits and abilities. Equality and diversity are all about maximising potential and creating a culture of inclusion for all.Heriot-WattUniversity values diversity across our university community and welcomes applications from all sectors of society particularly from underrepresented groups. For more information please see our website also our award-winning work in Disability Inclusive Science Careers our total rewards calculator: see the value of benefits provided by Heriot-Watt University.About Heriot-Watt UniversityAt Heriot-Watt we are passionate about our values and look to them to connect our people globally and to help us collaborate and celebrate our success through working together. Our research programmes can deliver real world impact which is achieved through the diversity of our international community and the recognition of creative talent that connects our global team.Our flourishing community will give you the freedom to challenge and to bring your enterprising mind and to help our partners with solutions that can be applied now and in the future. Join us and Heriot Watt will provide you with a platform to thrive and work in a way that also helps you live your life in balance with well-being and inclusiveness at the heart of our global community.Required Experience:Manager Key Skills Business Development,Customer Service,Apache,Market Research,Customer Relationship Employment Type : Full-Time Experience: years Vacancy: 1 Yearly Salary Salary: 37694 - 47389