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Head of Digital Marketing (Maternity Cover)

Imperial College London - Business School

Location: London, Hybrid
Salary: £54,927 to £65,935 per annum
Hours: Full Time
Contract Type: Fixed-Term/Contract
Placed On: 11th June 2024
Closes: 25th June 2024
Job Ref: BUS00722
 

Location / Campus: South Kensington Campus - Hybrid

Job Summary

Imperial College Business School is seeking a strategic and results-driven Head of Digital Marketing. The successful candidate will lead and execute a comprehensive digital marketing strategy to promote our diverse programme portfolio globally. This role encompasses media planning and advertising, website management, SEO, CRM, and reporting. The Head of Digital Marketing will lead a team to drive traffic, optimise user experiences, nurture prospective students, and ensure accurate data capture. Additionally, they will manage budgets, provide line management, and collaborate with various teams to align campaigns and content effectively.

Duties and responsibilities

  • Develop and execute a global digital marketing strategy to promote the Business School's programmes, ensuring alignment with overall marketing goals.
  • Develop and manage media plans for global promotion of the Business School's programmes, optimising digital channels for maximum performance and ROI.
  • Lead the testing and implementation of new acquisition channels and affiliate partnerships to expand reach and enhance campaign performance.
  • Own the prospective student journey within the CRM system, nurturing them from data capture to application initiation.
  • Drive a data-led approach to website development, leveraging insights to enhance user experience and conversion rates by continuously improving the programmes pages while adhering to UX, CRO, IA, and accessibility best practices.
  • Embed SEO best practices across the marketing mix to enhance organic visibility and drive quality traffic.
  • Champion brand identity.
  • Analyse lead volumes and quality across the programme portfolio, utilizing CRM and recruitment insights to optimize marketing efforts.
  • Ensure accurate and consistent data capture across the marketing mix and leverage it for marketing decisions.
  • Evaluate the return on investment of programme marketing activities and the effectiveness of web content and email marketing.
  • Provide effective line management to two Digital Marketing Managers and their direct reports, fostering a culture of continuous improvement and data-led decision-making.
  • Plan and monitor the budget allocation for digital marketing, including advertising, affiliate, SEO, and website budgets.
  • Champion GDPR principles, ensuring data privacy and compliance.

Occasionally some activities will take place outside normal working hours at evenings and weekends.

Essential requirements 

  • A degree, or equivalent, ideally in Business, Marketing, or another relevant subject, or equivalent experience in a similar or related role(s).
  • Extensive experience of formulating, leading, and evaluating multi-channel digital marketing strategies.
  • Significant experience of leading the development of and content production for high traffic websites and managing web user journeys and optimising for conversion and for SEO purposes.
  • Extensive experience of managing and evaluating paid social media advertising campaigns (e.g., Meta, YouTube, Twitter, LinkedIn, TikTok), paid search, digital advertising campaigns, and producing high-quality digital marketing creative and assets to make these a success.
  • Significant experience in working with third-party and affiliate marketing campaigns to promote a brand or product.
  • Experience of using Google Analytics and providing reports on marketing performance using a range of marketing analytics tools.
  • Experience in strategic media planning including developing briefs and audience targeting.
  • Comprehensive understanding of the digital marketing landscape.
  • Comprehensive understanding of performance marketing tactics.
  • Advanced understanding of marketing metrics.

Please see the attached job description for full requirements for this role.

Further Information

Preferred start date for this role is 2nd of September 2024.

For further details on the role please contact Laura Delfitto, Director of Programmes Marketing and Insights, at l.delfitto@imperial.ac.uk.

Interview date likely to be week commencing 1 July 2024.

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