The Role
The department is led by the Executive Director and supported by a Director of Student Recruitment and Admissions. We expect the role holder to be an energetic leader with a background in marketing and brand management and able to demonstrate evidence of effective management of an integrated marketing and communications team. The role holder will also need to have an insight into student recruitment and admissions.
The role holder will be responsible for managing the University’s brand and leading collaborative efforts among all constituencies to ensure unified, strong and clear messaging. The role holder will provide strategic oversight of our student recruitment and admissions. This includes strategic work with our international and UK education partners.
The specific areas of the role include:
Enhancing University of South Wales (USW) Brand
As a relatively new University there is a need to continue to expand and increase our visibility. The Executive Director will be expected to conclude the process of developing clarity around our brand and brand values and develop multiple methods of communicating and showcasing the accomplishments and achievements of USWs talented faculty, students, staff and alumni.
Expanding the enrolment market and increasing student applications and enrolments
Working closely with the Director of Student Recruitment and Admissions the Executive Director will be expected to design and implement marketing programmes that result in a growth in the number of applications and an increase in the rate of conversion from application to acceptance and therefore to grow student numbers in line with critical performance indicators.
Creating a vision and measuring success
The Executive Director will be expected to bring vision and strategic thinking to the table by establishing high expectations for the effectiveness and quality of USWs marketing and communication efforts. In order to elevate our rankings and achieve recognition for the quality of our academic programmes the Executive Director will professionally encourage and challenge team members to raise the visibility of the University.
Unifying marketing efforts
Through the enhancement of the working of the corporate communication team the Executive Director will help develop the knowledge of the campus community about the role and effective use of communication and marketing methods. In addition the Executive Director will effectively manage resources for maximum impact and efficiency, establishing clear priorities aligned with implementing a culture of performance metrics for marketing initiatives. In order to achieve message alignment the Executive Director will address components of the marketing mix and focus on target constituencies.
Collaboration with the Vice Chancellor’s executive
The Executive Director will work closely with the University Executive and Vice Chancellor’s Executive Board to create the vision and strategic direction for USWs visibility efforts. Serving as both a strategic thought leader and creative tactician the Executive Director will participate in broad decision affecting USW as a whole as well as acting as the primary spokesperson on student recruitment and market issues.