Marketing and Communications Manager
Cheltenham College is seeking to recruit a top quality professional marketer with a proven track record to become its Marketing and Communications Manager. This is a pivotal position within the school and the successful applicant will be responsible for the management and operation of the marketing function in both the Senior and the Prep Schools as well as a wider responsibility to support Development and other functions as required.
The Marketing and Communications Manager is supported by two Marketing Assistants. He or she will work closely with key functions across College including Development, Commercial and Lettings activities, the Admissions Team and other departments within College where marketing communication support is required. The role will provide expert advice and support for both external and internal communications activities including press statements.
Cheltenham College consists of two inter-dependent fee-paying schools within a single executive structure. College [13-18], founded in 1841, is the oldest of the Victorian public schools and is predominantly a boarding school of some 660 pupils, including a Sixth Form of approximately 270 pupils. The Prep School [3-13] is largely a day school of some 400 pupils. Both schools are fully co-educational. The schools are situated in their own spacious grounds near the centre of Cheltenham, a flourishing Cotswold town. Both schools are committed to the delivery of academic excellence in an environment that encourages the development of pupils with a broad set of interests.
The Job Specification
The Marketing and Communications Manager is a cross-school role responsible for the implementation of the Cheltenham College marketing strategy, including brand custodianship, ongoing management of the website and social media, marketing collateral, events, public relations including the active promotion of College and Prep School activities and achievements in the media. In addition, the role provides support to the Development function and other departments across College, which require marketing communications support and which can be considered opportunities for the wider promotion of College.
The principle responsibilities of the role are:
Marketing & Communications
• Develop and deliver a creative marketing and communication strategy, plan and approach to help market and position Cheltenham College as a whole to build a strong brand, attract pupils, strengthen development relationships and promote commercial and community programmes
• Undertake and report on robust market research of key markets locally, in the UK and Internationally highlighting opportunities or threats to the senior management team supporting a proactive approach to positioning our brand
• Develop a Digital Marketing strategy including making best use of social media, enhancing and updating our website working closely with the Director of IT. Ensure good practice from contributors across College to the content management process in keeping our digital presence fresh and on-brand
• Plan the marketing and communications strategies for specific areas of College’s work and for different audiences. Work with the senior management teams to put the strategy into practice. This will include
o Design and develop creative communication and marketing products – brochures, presentations, briefings, etc. that will maximise College’s message and support strategic objectives
o Plan and implement direct marketing approaches including targeting, personalisation of messages and measurability; data analysis, customer profiling and segmentation
o Develop and oversee a strategic programme of activities and events for key College events and anniversaries
o Ensure the brand meets expectations through monitoring marketing trends and partner and parent feedback.
o Provide expert marketing support and actively participate in key Admissions events such as Open Days and feeder school events
o Plan our programme of attendance at pupil recruitment events in the UK and Internationally to ensure College achieves an effective presence in the market. Work closely with the Tours and Events team and Pupil Recruitment to ensure it is effectively delivered and reviewed
• Develop and retain responsibility for the communications to existing pupil’s parents through the Parent Portal. Work closely with boarding house staff, tutors and colleagues in College Office to develop exciting and engaging content for both College and Prep parents. Ensure this meets parents’ needs and that it acts an effective marketing tool to make use of word of mouth potential.
• Contribute to and strengthen fundraising proposals and funder reports to ensure robust and creative marketing and communication considerations are adopted.
Reporting and Control
• Manage the Marketing & Communications budget and ensure programme milestones related to marketing & communications are achieved on time and within budget.
• Act as guardian of the branding and ensure it is applied consistently across College
• Manage our customer database
• Provide regular reports to the Senior Management Team on key deliverables
• Put in place, monitor and adjust as necessary robust project plans for each marketing activity
• Establish and manage relationships and liaise with agencies and suppliers and search out and ensure best value for money
• Work with our Archives Team to understand how best to communicate College’s rich history as part of our overall marketing programme
• Propose a strategy to better manage communications for the commercial activities and short courses which run on College premises and with College staff
• Performance and operational management of a small team
• Inspiring, motivating and supporting staff so that they are thinking and acting at their best, delivering high quality work, working as an effective team and meeting organisational and individual objectives.
• Support the professional development of the team to continuously develop skills and expertise and support career development aspirations.
• Coordinate (and in some cases manage) the work of external communication consultants and identify new consultants with additional expertise
Internal Communications and Public Relations
• Manage the school’s press and public relations operation including drafting press statements
• Act as an expert advisor to the Senior Management Team as part our crisis planning team
• Provide advice to management colleagues in planning and delivering excellence in internal communications both as routine and as in response to change
• Relationship management of key publications (eg: Good Schools Guide)
• Enhance and manage the school’s national and educational media profile
• Foster good media relations locally.
• Ensure the values of participation, partnership, sustainability, social responsibility, cost effectiveness, transparency and accountability are reflected in your work.
• Any other responsibilities as may reasonably be required from time to time.
Skills and Characteristics
• Professional Chartered Institue of Marketing Qualification or equivalent
• Educated to degree level or equivalent and appropriate marketing experience essential
• Knowledge of the independent schools’ sector highly desirable
• Demonstrable track record of effective customer relations and communication
• A proven understanding of the use of social media within an overall communication strategy to drive traffic and increase customer collaboration is essential
• Budgeting experience
• Ability to manage spreadsheets, produce reports
• Vision, creative flair, commercial acumen, confidence & commitment
• Highly literate and numerate and accurate
• Excellent written and verbal communication skills with a keen eye for detail
• Proven organisational skills, capable of multitasking and delivering to tight deadlines
• Effective, problem solving & flexible team player, with the ability to plan ahead with a ‘can do’ attitude at all times
• Excellent interpersonal skills with the ability to influence and persuade at all levels
• A sense of humour with the ability to remain calm and cope with the unexpected
Terms and Conditions
• Starting salary competitive & depending on experience
• 9.00 am to 5.30 pm, Mondays to Fridays, with occasional evenings and weekends.
• Holidays 25 days, at times to be agreed in advance with line manager and to be taken in College holidays.
• School lunch (during term time only).
• Use of college sport facilities (at staff allocated times)
• Pension scheme
• Subsidised health scheme membership (Benenden)
Cheltenham College is committed to safeguarding and promoting the welfare of children and young people in its recruitment and selection of job applicants and expects all staff and volunteers to share this commitment. The successful candidate will be required to undergo an enhanced DBS check.