JOB REF: ANU/MKT/01/02/25

Job Purpose:

Responsible for the strategic planning and proving expert advice and direction in the communication and marketing activities of the University as a member of the senior management team., working collaboratively across the University in the delivery of the institutional strategy.

Develop and manage the corporate brand of the University, collaborating closely with the academic community, and with a detailed knowledge of the University’s major stakeholders to ensure that the brand, tone and quality of our internal and external presence is consistent and contributes to the University’s strategic aims.

Key Duties and Responsibilities:

• Develop and monitor integrated marketing strategy, program, policy, procedures, plan and guidelines
• Spearhead the strategic and tactical execution of marketing campaigns, including design of test/control segmentation, results reporting, analysis and recommendations
• Establish the University’s brand book and manage the alignment of all elements of the brand strategy with marketing goals.
• Lead the development of the university brand strategy and articulate the desired brand positioning
• Define the measures used to determine brand effectiveness and use results to inform future activities
• University brand custodian – distils the essence of the ANU brand and/or maintains a portfolio of ANU brands
• Direct market research to identify customer needs, target groups and demographic segments.
• Develop go to market approaches.
• Lead the development of customer expectation standards and collection tools for the University. Continuously review customer needs and university offerings.
• Leads the embedding of digital capability into marketing strategy to the benefit of the university.
• Leads the implementation of a digitally enhanced marketing programs
• Identify new frontiers and potential markets for growth. Lead feasibility studies in the identified markets for suitability
• Leads organization wide co-operation in the development of customer value propositions, identifying strategic opportunities for innovation.
• Leads and directs the management of projects related to the delivery of customer value propositions and product/service portfolios
• Leads and directs the delivery of an integrated marketing communications strategy to communicate with the university’s stakeholders
• Manage independent recruiters, agencies, and outsourced parties
• Contribute to the pricing model of the university program offering based on the market trends and internal cost drivers
• Directs and controls the implementation of partnership marketing plans to support the domestic, regional and international accreditation needs of the university
• Develop key marketing performance metrics and tracking tools to provide market research, forecasts, competitive analyses, campaign results and consumer trends in order to translate results into actionable insights for marketing team
• Mentor, coach and supervise subordinate staff
• Develop and monitor the department annual plan and budget
• Provide technical advice and unit performance marketing reports to Management Board and the University Council on a quarterly basis and as when required.

Academic and Professional Requirements:

• Master’s degree in Marketing or a related field
• Minimum of ten (10) years of relevant experience, with at least three (3) years in a managerial position.
• Relevant professional qualification.
• Member of a relevant professional body.

Skills and Competencies:

• Executive disposition, and demonstrate high levels of integrity
• Ability to develop long term integrated and cross-functional operational plans
• Ability to operationalize strategy into action for the function
• Ability to sell the vision of the university
• Business/Financial acumen, business savvy, innovative
• Strategic management skills
• Communication skills
• Interpersonal skills
• Organizing and planning skills