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SENIOR EXECUTIVE IN MARKETING AND STUDENT RECRUITMENT

Job Title: Senior Executive in Marketing and Student Recruitment

Hours: Full time (5 days per week) to include some Saturdays and evenings as required.

Duration: Permanent

Salary: £34,921 – £41,668

Reports to: The Principal and College Directors

Location: Iron Mill College, Morwenstow, 7 Barnfield Crescent, Exeter, EX1
1QT with travel to Poole campus as required

Closing Date: Wednesday 3rd May
Interview Date: Thursday 11th May

Start Date: Immediately

Selection method: A 30 minute interview: general skills

15-minute presentation followed by a 15-minute interview based on presentation

Presentation Topic: A short Marketing Plan for our Advanced Diploma in

Integrative Counselling. You can find the course details here: https://www.ironmill.co.uk/counselling- courses/advanced-diploma-in-integrative-counselling

The Role
Iron Mill College seeks a confident, experienced and enthusiastic individual who will lead and be responsible for the creative, efficient and energetic marketing of this successful and growing college. This role will predominantly focus upon expanding the
College through a wide range of networking and marketing activities to promote its provision with the aim of enabling the Admissions team to increase student recruitment and meet sales targets.

You will be responsible for all digital marketing and traditional campaigns along with statistical analysis, market research and PR activities. You will review the Marketing
Plan monthly and work closely with the Finance Manager to manage the marketing budgets.

In addition, you will be required to write business cases for new partnership activities, and development and implementation of the College Strategy. As part of the

Morwenstow education group, the role will also involve collaborating with colleagues at PCI College Ireland in sharing resources, systems and good practice. The role- holder will work with a supportive administrative team and as a member of the Senior

Management Team (SMT) will attend SMT and College Management Group meetings to advise on College directions for development based upon your evidence-based market research. The role-holder will be an ambassador for the College and represent its values and ethos in all aspects of the role.

Overview

Iron Mill College is a specialist independent college based in Exeter with a well- established centre in Poole. With over 40 years of experience in the provision of high- quality counselling and psychotherapy, mental health and wellbeing training programmes, the College is well known and highly regarded within the professional community. The College provides learning opportunities for a range of students at various levels from Certificate level through to graduate degrees, professional qualification through to CPD, bespoke training for external organisations, and a low- cost Counselling Service to the community at both College sites. You will be joining a friendly, supportive and experienced team within a successful, growing organisation.

Key Responsibilities
Strategy & Planning

• Engage with the ongoing development of the Iron Mill College Marketing and PR

Strategy, ensuring directives are followed, projects are well managed, and associated goals and targets are met.

• Plan and deliver the academic year marketing plan.
• Initiate subject-led marketing strategies, including digital marketing, to increase student numbers across all courses.
• Introduce new, exciting, innovative, and contemporary approaches to marketing.
• Report to Senior Management and Directors on success indicators relating to

Iron Mill College’s marketing strategy, including analysis of revenue and sales.

• Oversee the Iron Mill College Marketing budgets as directed by the Finance

Manager.

• Participate in CCS Training (holding company) Strategy Meetings as required.
• Liaise with colleagues at PCI College in Ireland to share resources, systems, and good practices, and to participate in any collaborative projects as required.
• Monitor and measure the impact of all marketing activities.
• Use data and analytics to provide recommendations and optimise campaigns performance.
• Apply creative problem-solving and analytic skills to provide ongoing insight into the business and make recommendations based on the Strategy.
• Collect data on customers, competitors, and market and consolidate information into actionable items, reports, and presentations.
• Create Calendars to plan and organise Marketing Strategies and Tactics, such as Content Calendar, Advertising Calendar, and Events Calendar.

Market & Research

• Continuously engage in comparative market research to ensure IMC programmes are competitive in the market and offer the best value.
• Produce Market Research and analysis of statistics for planning and development purposes.
• Develop a good understanding of the professional fields of counselling, psychotherapy, mental health, and wellbeing; be alert and responsive to proposed changes in the professional and /or political environment; and locate gaps in training/ services provision at a very early stage.
• Remain fully informed on market trends and other parties' research and implement best practices to develop tactics for Marketing Plan.
• Actively seek new opportunities for training provision that promotes our inclusivity and accessibility to a wider market.
• Use online market research and catalogue findings to databases, and interpret data, formulating reports and making recommendations.
• Perform an accurate and reliable market research SWOT analysis for the business strategy.
• Understanding business objectives and strategies, designing surveys to discover prospective customers’ preferences.
• Monitor trends in digital marketing and create tactics to engage with new and existing audiences.

PR

• Represent Iron Mill College at functions as required, including open evenings, conferences, public meetings, and similar events.
• Increase opportunities for the college to provide opportunities for students and the public, such as Supervisor Networking Meetings, Placement Fayres, Public

Lectures, Networking groups, etc., and be actively involved in the delivery of such events.

• To initiate and engage in profile-raising PR activities to identify and develop leads for new business and partnerships.
• Enjoy PR activities, networking, and relationship-building, and actively seek out and engage others with a confident, friendly, professional approach to maximise new opportunities for college development.

Advertising & Content Marketing

• Maintain Press & Radio database and ensure all press, radio, and offline advertisements are planned and delivered on time.
• Produce well-presented publicity and promotional materials.
• Produce multimedia assets for social media campaigns, with graphic design/video editing experience an advantage.
• Capitalise on reviews and feedback from students, staff and partners.
• Plan, deliver, and evolve all digital marketing activity, including paid social media campaigns, SEO, email marketing, and search advertising campaigns.
• Ensure all campaigns and activity are planned and fully integrated across all customer touch points and all relevant to the target audience.
• Play a key role in driving the ongoing growth and engagement of Iron Mill’s social media.
• Use audience insights and remarketing to increase the performance and ROI of paid campaigns.
• Manage the College’s website content, including news, events, diary, opening courses' booking, and updating course content.
• Increase online visibility for Iron Mill College by driving SEO performance in key areas.
• Use optimization techniques and work on optimization aligned to customers' goals across all channels – Facebook, LinkedIn, Instagram, YouTube, and

Twitter.

• Adhere to brand guidelines and values across all touchpoints, ensuring consistent customer and consumer messaging.
• Liaise with lecturers and field workers to create unique content to inform potential students, the community, and the field, bringing awareness to the College and its courses.

Reporting

• Report the performance of all digital marketing activities against agreed KPIs and make recommendations in line with the Digital Marketing Strategy.
• Review monthly marketing performance agreed on the Marketing Plan, ensuring to keep track of the strategy to reach your objectives, and reviewing and implementing changes when necessary.

Organisation and Time Management

• Manage own time to ensure deadlines are met and workload is prioritised as directed.
• Initiate regular meetings with heads of departments and lead roles, and travel to

Poole on occasion, to liaise with academic colleagues and maintain marketing and PR activities to the same standard across the College.

This is not an exhaustive list of duties and is subject to review on a regular basis.

Job Type: Full-time

Salary: £34,921.00-£41,668.00 per year

Benefits:

• Company pension

Schedule:

• Monday to Friday

Ability to commute/relocate:

• Exeter: reliably commute or plan to relocate before starting work (required)

Education:

• Bachelor's (preferred)

Experience:

• Marketing: 3 years (required)

Work Location: In person

Application deadline: 03/05/2023