Brand Strategist à Émirats arabes unis

Role: Marketing Manager

FTE and working pattern: Full Time

Directorate: Marketing Recruitment Admissions and Communications (MRAC)

Grade: 7

Location: Dubai Campus

The Marketing Manager will lead a small team to develop and implement marketing initiatives and corporate communications within the academic schools aligned with the University's strategic plan.

The successful candidate will be an ambitious, proactive marketing professional with experience in brand implementation, content creation, project management, delivery of publications, and integrated marketing campaigns including online campaigns.

The post holder should have a digital-first approach to all activity. They should also have extensive experience in content creation, copywriting, editing, and coordinating the design and print production/online management process from briefing to delivery and distribution to ensure projects meet organizational objectives and are delivered on time, on budget, and to the required standard.

The post holder will champion the brand across the University, working closely with colleagues across MRAC, specifically Heads of School, to develop inspiring marketing collateral, digital content, and publications, and to position the brand to internal and external audiences. They will be responsible for raising awareness of and generating leads for Heriot-Watt University through online and print media to achieve student recruitment targets.

The Marketing Manager will report to the Head of Marketing and will be expected to act as an integral member of the Marketing team, providing wider support where necessary. They must have excellent written and verbal communication skills and strong project management experience with an exceptional level of attention to detail.

A key part of the role involves supporting the development and implementation of annual marketing plans with the Heads of Schools, setting objectives, and evaluating performance against those objectives.

You will be required to:

• Manage the delivery of a sector-leading applicant communications experience through effective showcasing of content via the website, CRM, direct mail, social media, events, and personalized recruitment activities.
• Prioritize activities and manage complex demands on your time.
• Monitor and evaluate campaign and content performance to inform future marketing and digital campaigns.
• Shape and deliver the school campaign strategy, ensuring marketing activities comply with brand and campaign guidelines across all media platforms.
• Support a digital-first approach by curating and implementing creative, reusable content that is timely, engaging, and relevant to the target market to support marketing plans and utilize across all channels. This includes print, signage, online and outdoor advertising, direct marketing, offline materials, digital and e-solutions, PR, sponsorship, and collateral for corporate events.
• Lead on academic portfolio marketing, social media, recruitment, market insights, and communications teams to develop campaign messaging and supporting assets, with a focus on rich media content.
• Maintain awareness of developments and trends in the Higher Education sector nationally and internationally, ensuring appropriate responses in marketing plans. Deliver EDI and sustainability as integral elements of all work, with a proactive approach to delivery.
• Work with internal and external creative teams to create campaign content and assets.
• Manage relevant budgets, ensuring adherence to the University’s procurement policies.
• Maintain a bank of marketing tools such as briefing templates, disclaimers, and model-release agreements, and respond to brand-related inquiries.
• Advise internal stakeholders on procurement of marketing-related services from external suppliers, ensuring correct interpretation and implementation of brand guidelines.
• Prepare and manage photoshoots and film projects, including briefs, casting, commissioning photography, and maintaining an updated photo library.
• Represent the Marketing team and MRAC at meetings and events as required.
• Lead on the development and production of corporate publications.
• Oversee effective archiving, storage, and distribution of all marketing materials produced for the University.
• Collaborate with web and recruitment teams to provide support materials and content for events.
• Undertake any other appropriate duties as directed by the Head of Marketing.

Essential Criteria:

• Educated to degree level or demonstrate relevant marketing experience.
• Highly creative with a proactive approach, initiative, and ability to multi-task and work with various stakeholders.
• Significant professional experience in a marketing-related field.
• Excellent written and verbal communication skills, organized, hardworking, and a team player with a flexible, passionate approach.
• In-depth knowledge of offline and digital marketing activities.
• Excellent copywriting, editing, and proofreading skills.
• Experience working within brand guidelines.
• Strong organizational and project management skills, ability to work independently, under pressure, and meet deadlines with high attention to detail.
• Experience working with diverse stakeholders.
• Line management experience.
• Excellent communication and IT skills.
• Commercial acumen and budget management experience.

Desirable Criteria:

• Experience in the Higher Education sector and understanding of macro issues facing the sector.

Heriot-Watt University Values:

With a history dating back to 1821, Heriot-Watt University has a reputation for world-class teaching and cutting-edge research, making it one of the top UK universities for business and industry. We are a vibrant, forward-looking university known for the quality of our degrees, with strong employer links. Heriot-Watt is Scotland’s international university, with an extensive international presence including campuses in Dubai and other locations, serving over 30,000 students worldwide. We foster innovation and leadership, supporting our community of researchers, staff, and students to realize their potential. Our values are: Belong, Collaborate, Inspire, Celebrate. We aim to be a community that nurtures innovation and leadership, committed to continuous improvement and development.

For full details, please visit our website. To apply, interested applicants must submit a cover letter and an updated CV via our online recruitment system. Shortlisted candidates may be invited to complete an on-demand video interview, followed by in-person interviews at our Dubai campus, including a presentation. The final decision will be made after a second interview with senior staff.

At Heriot-Watt, we are passionate about our values, which guide our global community and collaborative efforts. Our research and teaching aim to deliver real-world impact, supported by our diverse international community. Join us to thrive and work in balance, with well-being and inclusiveness at our core.

Required Experience: Manager