Cambridge Education Group is seeking to appoint a Head of Marketing who will be responsible for providing strategic marketing leadership for the CSVPA brand and for envisioning, implementing and evaluating high quality communications and campaigns which drive national and international brand awareness and increase global student recruitment. The post holder works closely with the college to make maximum, market-leading use of the rich mine of creativity, imagery and content it presents. The role sits on the Board of CSVPA, responsible for all college marketing activities and will work closely with both the senior leadership of the college, as well as the central CEG team, including the MD of CSVPA and the Head of Sales for the college.
About our client
Cambridge School of Visual and Performing Arts (CSVPA) is one of the UK’s leading providers of Art & Design, Drama and Music pathway and degree programmes.
The school provides a unique and highly personalised atelier method of learning, creating an environment in which to nurture, educate and encourage creative individuals. Over the last 30 years they have increased their portfolio to include Degrees and a Master's and established links with leading companies including Hearst Magazines, publishers of ELLE, ELLE Decoration, Harper's Bazaar, Esquire and Cosmopolitan. They have given students the skills and confidence necessary to progress into careers in the global creative industries.
A dynamic new phase of development is now opening for the school under the leadership of its highly experienced new Head of School, who joined in July 2017. The Head of Marketing will make a major contribution to taking the college forward in an exciting new direction and will play a key role in shaping its future.
CSVPA is part of Cambridge Education Group, which has been delivering the highest quality academic, creative and English language programmes since 1952, preparing thousands of students to progress onto the world’s leading universities.
The Group operates under four different brands: Cambridge School of Visual & Performing Arts (CSVPA); CATS College – high schools in Cambridge, Canterbury and London, and Boston, USA; ONCAMPUS– teaching foundation courses to university degrees on campuses in the UK, USA and mainland Europe; and Stafford House – year-round English Language schools in Brighton, Canterbury, London and USA, and Study Holiday centres across the UK and the USA for juniors. Whatever students aspire to, whichever college, school or centre they choose, Cambridge Education Group promises excellent teaching, premium facilities and the personal service our students demand.
CEG is committed to safeguarding and promoting the welfare of children and young people and expects all staff and volunteers to share this commitment. The Company also expects all staff and volunteers to share the Company’s commitment to Equal Opportunities within the workplace.
About the role
Brand and marketing strategy development
To provide strategic marketing leadership for the CSVPA brand, bringing new ideas and perspectives to drive brand awareness and increase global student recruitment (both direct and agent channel)
As a member of CSVPA Board, to contribute to overall strategic development of the college
To develop and deliver marketing strategy across online and offline channels
Working with the Head of School, to translate the positioning, messaging and differentiation of CSVPA into strong marketing communications
To drive the strategy for video content
To oversee social media strategy and work with Head of School, college staff and students to ensure joined up approach to social media presence
Creative and effective campaign execution
To deliver strategic global and regionalised marketing campaigns to drive and support sales targets and monitor the return on investment
To work closely with the Digital Marketing team to develop and nurture campaigns, optimising the student journey to create a positive presence and improve conversion
To work with the direct recruitment team to grow recruitment through direct channels and ensure a joined up approach to online channels
To help direct PPC, SEO, Google AdWords and other relevant digital marketing strategies
To measure the overall effectiveness of marketing spend and return on investment of marketing activity in order to make better decisions on priorities to deliver targeted commercial benefits to Cambridge Education Group.
Development of marketing communications and materials of the highest quality
To work closely with and support the sales team by providing high quality materials to support sales effort
To oversee creation of twice termly newsletter, ensuring it meets brand and communication objectives
To ensure the delivery and brand-appropriate quality of the annual programme of marketing collateral, from brochures to e-zines
To develop CSVPA web presence, including main website and overseas sites and campaign driven landing pages
To work with external partners such as Awarding Bodies to ensure marketing materials comply with their requirements
To ensure marketing materials and strategy comply with CMA and other regulatory requirements
Cross-company and global collaboration
Working with cross-functional team (Admissions, Compliance, Sales, Academic, Operational, Finance) to support new course launches to ensure successful impact
To provide strategic insight, including market and competitor positioning strategies, prices, product offering and promotional activity in market. Provide quick reference guides for competitive situations and deliver to the sales teams to keep them up to date with what they are doing and how we have the advantage. Use this insight to inform management decision-making.
To support Head of School and Managing Director in internal reporting needs
To plan and deliver training materials, particularly through development of existing Canvas based sales training platform
Working with CEG Marketing Director and other divisional heads of marketing to ensure collaboration between brands, sharing of best practice and consistency within CEG where appropriate
Working with cross-functional teams, to lead and co-ordinate the new product development process
To manage annual marketing budget and ensure financial resources are used to maximum impact, and budgets not overspent
Dotted line management of China CSVPA Marketing Executive to ensure key marketing messages and materials are implemented overseas and that they are on brand and delivered on time.
Management and Co-ordination of global marketing events, exhibitions and launches ensuring activity meets agreed objectives and delivered within budget
To support the College at key times including the marketing and promotion of Open Days, mid-year and end-of-year shows
Line management for CSVPA Marketing Executive
The Head of Marketing will be a creative and exacting marketing leader, with the ability to think strategically, the ambition to innovate, and a determination to deliver to the highest standards of quality. The successful candidate will demonstrate the following experience, skills and attributes:
A demonstrable track record of success in building marketing and brand strategies and developing and running successful marketing campaigns.
A demonstrable track record of success in developing a strong online and social media presence.
A track record of success in running PR campaigns, whether in person or through an agency, would be a distinct advantage.
Proven familiarity and skill with the tools of the trade in marketing including design packages and digital marketing solutions.
First-class verbal and written communication skills, with a keen eye for detail.
A flair for visual communication and a strong eye for design and image.
Strong organisational and project management skills, with the ability to manage multiple work streams concurrently, to strict deadlines and under exacting budget control.
Excellent inter-personal skills and the ability to communicate and inspire confidence in staff, agents, parents and students
Strong team-working skills and the ability to contribute effectively at a senior level within Cambridge Education Group.
Experience of marketing in an Education or Arts context is desirable.
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