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Purpose of Role

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

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

The post holder should adopt a ‘digital first’ approach to all activities. They should have extensive experience in content creation, copywriting, editing, and coordinating the design, print production, and online management processes from briefing to delivery and distribution, ensuring projects meet organizational objectives and are delivered on time, within budget, and to standard.

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

The Marketing Manager will report to the Head of Marketing and be an integral part of the Marketing team, providing support as necessary. They must possess excellent written and verbal communication skills, strong project management experience, and exceptional attention to detail.

A key aspect 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.

Summary of Key Duties and Responsibilities :

You will be required to :

1. Manage the delivery of a sector-leading applicant communications experience through showcasing content via the website, CRM, direct mail, social media, events, and personalized recruitment activities.
2. Prioritize activities and manage complex demands on your time.
3. Monitor and evaluate campaign and content performance, making recommendations to inform future marketing and digital campaigns.
4. Shape and deliver the school campaign strategy, ensuring marketing activities comply with brand and campaign guidelines across all media platforms.
5. Support a ‘digital first’ approach by curating and implementing creative, reusable content that is timely, engaging, and relevant to the target market, supporting marketing plans across all channels including print, signage, online, outdoor advertising, direct marketing, offline materials, digital and e-solutions, PR, sponsorship, and event collateral.
6. Lead on academic portfolio marketing, social media, recruitment, market insights, and communications teams to develop campaign messaging and assets, focusing on rich media content.
7. Maintain awareness of developments and trends in the Higher Education sector, nationally and internationally, and respond appropriately in marketing plans. Incorporate EDI and sustainability into all work with a proactive approach.
8. Collaborate with internal and external creative teams to produce campaign content and assets.
9. Manage budgets and ensure adherence to the University’s procurement policies.
10. Maintain a repository of marketing tools such as briefing templates, disclaimers, and model-release agreements, and respond to brand-related inquiries.
11. Advise internal stakeholders on procuring marketing services from external suppliers, ensuring correct interpretation and implementation of brand guidelines.
12. Organize photoshoots and film projects, including briefing, casting, photography, and maintaining an updated photo library.
13. Represent the Marketing team and MRAC at meetings and events as needed.
14. Lead the development and production of corporate publications.
15. Oversee the archiving, storage, and distribution of all marketing materials.
16. Coordinate with web and recruitment teams to provide support materials and content for events.
17. Undertake any other duties as directed by the Head of Marketing.

Essential Criteria :

• Degree-level education or relevant marketing experience. Highly creative with a proactive work approach, initiative, and ability to multitask with diverse stakeholders.
• Significant professional experience in marketing. Excellent communication skills, organized, hardworking, flexible, and passionate.
• Deep 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, meet deadlines, and pay close attention to detail.
• Experience working with diverse stakeholders.
• Line management experience.
• Excellent IT skills and commercial acumen, including budget management.

Desirable Criteria

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

Heriot-Watt University Values

With a history dating back to 1821, Heriot-Watt University is renowned for world-class teaching and leading-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 employers actively seeking our graduates. Heriot-Watt is Scotland’s international university, with a presence in 143 countries, including a campus in Dubai, and the largest international student cohort in Scotland.

Our environment fosters innovation and leadership, supporting our researchers, staff, and students to realize their potential and ambitions.

We pride ourselves on a collegiate atmosphere and an integrated approach to teaching and research, which has built a community of dedicated academics and motivated students. Our focus on careers ensures strong graduate employability.

Beyond the Edinburgh campus, we have campuses in the Scottish Borders, Orkney, Dubai, and Malaysia. We aim to provide stimulating, supportive environments for effective learning and research, where staff and students can excel. Our values—Belong, Collaborate, Inspire, Celebrate—are central to how we operate and conduct ourselves as members of the Heriot-Watt community, guiding us to be the best in our endeavors.