Assistant Manager, Marketing & Campaigns

Key Responsibilities

Digital Strategy & Innovation

• Support the development and execution of the university’s digital marketing and campaign strategy aligned to institutional recruitment and brand objectives.
  
• Identify and implement innovative digital marketing approaches, platforms, tools, and technologies to enhance performance and engagement.
  
• Stay ahead of digital trends, industry developments, AI applications, and emerging technologies to ensure the university remains competitive and progressive.
  
• Drive a culture of continuous testing, optimisation, and innovation across all digital channels.
  

Campaign Planning & Management

• Lead the planning, execution, and optimisation of integrated multi-channel campaigns targeting prospective students, parents, schools, alumni, and other stakeholders.
  
• Develop and manage campaign calendars aligned with recruitment cycles and strategic priorities.
  
• Ensure campaigns are audience-focused, insight-driven, and aligned with key business objectives.
  
• Oversee campaign budgets to maximise performance and return on investment.
  

Performance Marketing

• Manage and optimise paid media campaigns across Google Ads, Meta, LinkedIn, TikTok, YouTube, Display Networks, and other relevant platforms.
  
• Implement audience segmentation, remarketing, lead nurturing, and conversion-focused strategies.
  
• Drive lead generation and conversion performance through continuous campaign optimisation.
  
• Monitor and improve cost-per-lead, cost-per-acquisition, conversion rates, and overall campaign effectiveness.
  

Digital Channel Management

• Oversee the performance and optimisation of the university website and associated digital properties.
  
• Work closely with content, design, and development teams to improve user experience and conversion pathways.
  
• Ensure best practice implementation across SEO, SEM, email marketing, marketing automation, content marketing, and social media.
  
• Support website development projects, landing page optimisation, and digital user journeys.
  

Data, Analytics & Reporting

• Establish clear KPIs and performance benchmarks for all digital activity.
  
• Analyse campaign and channel performance using data and insights to inform decision-making.
  
• Produce regular performance reports and dashboards for senior stakeholders.
  
• Demonstrate and communicate campaign ROI, attribution, and contribution to recruitment and business objectives.
  
• Utilise tools such as Google Analytics 4, Looker Studio, CRM platforms, marketing automation systems, and other analytics solutions.
  

Stakeholder Management

• Collaborate with internal departments including Recruitment, Admissions, Academic Schools, Events, and Communications.
  
• Manage relationships with external agencies, media partners, and technology providers.
  
• Provide digital marketing expertise and recommendations to internal stakeholders.
  
• Support the professional development of colleagues through knowledge sharing and best-practice guidance.
  

Key Performance Indicators (KPIs)

Success in this role will be measured against:

• Student lead generation growth.
  
• Application and enrolment conversion rates.
  
• Campaign ROI and return on advertising spend (ROAS).
  
• Cost per lead (CPL) and cost per acquisition (CPA).
  
• Website traffic growth and conversion performance.
  
• Organic search visibility and SEO performance.
  
• Email engagement and lead nurturing effectiveness.
  
• Social media reach, engagement, and conversion metrics.
  
• Marketing automation performance.
  
• Delivery of campaigns on time and within budget.
  
• Achievement of recruitment and institutional marketing targets.
  

Requirements

Person Specification

Essential Experience

• Bachelor's degree in Marketing, Digital Marketing, Business, Communications, or related discipline.
  
• Minimum 5+ years' experience in digital marketing and campaign management.
  
• Demonstrable experience managing integrated digital campaigns from strategy through to execution and optimisation.
  
• Strong expertise in paid media, SEO, SEM, social media advertising, email marketing, CRM, and marketing automation.
  
• Proven track record of delivering measurable business outcomes and ROI.
  
• Experience managing marketing budgets and external agencies.
  
• Advanced knowledge of Google Analytics, Google Ads, Meta Business Suite, LinkedIn Campaign Manager, and reporting platforms.
  
• Experience using CRM and marketing automation systems.
  

Knowledge & Skills

• Expert understanding of digital marketing best practices and emerging trends.
  
• Strong analytical and data interpretation skills.
  
• Ability to translate insights into actionable strategies.
  
• Excellent project management and organisational abilities.
  
• Commercially focused with strong financial and ROI awareness.
  
• Exceptional communication and stakeholder management skills.
  
• Ability to work under pressure and manage multiple priorities simultaneously.
  
• Strong presentation and reporting capabilities.
  

Personal Attributes

• Forward-thinking and highly innovative.
  
• Results-driven and motivated by achieving ambitious targets.
  
• Proactive, energetic, and self-motivated.
  
• Strategic thinker with strong execution capability.
  
• Highly accountable with a focus on measurable outcomes.
  
• Adaptable and comfortable operating in a rapidly changing digital landscape.
  
• Collaborative team player with a positive and solution-focused mindset.
  
• Passionate about continuous learning and professional development.
  

Why Join Us?

This is an exciting opportunity to shape the future of digital marketing within a dynamic and ambitious university environment. The successful candidate will have the opportunity to influence strategic direction, implement innovative approaches, and deliver measurable impact on student recruitment and institutional growth through best-in-class digital marketing and campaign management.