Head of Marketing

University of Glassgow
May 16, 2024
Offerd Salary:£57,696 - £64,914
Working address:N/A
Contract Type:Open-ended
Working Time:Full time
Working type:N/A
Ref info:N/A
Head of Marketing

Job Purpose To lead on the design and delivery of the University of Glasgow's Marketing strategy to support the strategic ambitions and organisational goals of the University.

Leading the Marketing function within the External Relations Marketing and Communications team , this comprises presentation of the University to internal and external audiences through insight-led campaign execution and channel management.

The postholder :

  • Devises and implements strategic marketing plans to shape, influence, and ensure the delivery of recruitment and conversion, research and brand and reputation activity, informed by World Changers Together and its thematic and enabling strategies including Global Glasgow.
  • Leads and delivers University of Glasgow's paid, earned, shared and owned marketing strategy, building our global footprint and sector-leading approach to engage with audiences including prospective and current students and staff, alumni, funders, partners, and stakeholders locally, nationally, and globally.
  • Leads and delivers the University of Glasgow's World-Changing Glasgow brand strategy.
  • Leads and delivers the University of Glasgow's student recruitment and conversion strategy, developing content to inform and inspire prospective and current student cohorts by showcasing learning, teaching, research, and student life experiences with, by and for our student community.
  • Works with the colleagues across University of Glasgow to ensure coherent and consistent messaging across all communications channels and develop the overarching recruitment, reputation and research narrative that will ensure consistent and coherent world-changing storytelling and amplification of the University of Glasgow narrative through our own and partner channels.
  • Provide leadership and expert advice for colleagues across University of Glasgow for the successful implementation of consistent and cohesive Marketing activity.
  • Main Duties and Responsibilities 1. Oversee the delivery of timely, appropriate, and compelling Marketing activity to internal and external audiences, developing, maintaining, and enhancing relationships with colleagues across University Services, Colleges, Schools, Student Bodies and Associations at a senior level to support this. 2. Provide professional expertise and advice on issues relating to Marketing that might impact on the University's reputation, providing leadership and guidance on appropriate strategies directly to the Principal, Vice-Principal External Relations, Chief Operating Officer/University Secretary and Senior Management Group members. 3. Be the lead contact in respect of Marketing channels across emerging crisis communications situations. 4. Lead and implement a Marketing strategy appropriate to channel, market and audience needs, including the management campaigns, platforms and publications . 5. Lead the operations of an effective and efficient Marketing service, managing and supporting Brand and Reputation, Publications and Design, Student Recrtuitment Marketing, Market Insight and Web direct reports and teams, as well as liaising with colleagues across the University of Glasgow to deliver coordinated plans, managing budgets and supplier engagement, and leading on a monitoring and evaluation framework to enhance and maximise service quality, efficiency, and continuity. 6. Lead on the development of our World-Changing Glasgow brand to strengthen the University's global reputation. 7. Develop and deliver an effective and innovative Marketing strategy across all platforms ensuring consistency, alignment, and relevant translation of messaging; working with colleagues from across External Relations, University Services, Colleges and Schools and alliance partners and networks. 8. Undertake a consultancy/advisory role and provide colleagues across the university with best practice Marketing advice and guidance. Provide professional expertise and advice on issues relating to Marketing to senior colleagues across the university. 9. Oversee the monitoring and auditing of campaigns, platforms and publications to ensure a coherent and consistent voice for all communications and ensure that all are operating in accordance with best practice guidelines and the University of Glasgow's brand. 10. Work with colleagues to shape and deliver activity relating to values- based campaign work, engaging the University community accordingly to drive forward strategic transformation and positive cultural change across the University. 11. Attend and contribute to University projects and committees, providing specific communications direction to the SMG Marketing and Communications Sub- Group and College Reputation Groups.. 12. To deliver timely and relevant data and insight to shape Marketing strategies, ensure effective channel management and provide expert guidance to senior colleagues on emerging issues, opportunities, and successes. 13. Lead on the editorial, design, and development of high-quality Marketing content and collateral to support University of Glasgow strategic aims. Ensure all information and publicity is planned within the context of centrally produced marketing collateral, meets the University's quality standards for presentation, content, and branding. 14. Contribute to strategic planning and delivery of Marketing and Communications in delivering content to key audiences, both internal and external, applying a consistent institutional approach to sharing best practice and the dissemination of University of Glasgow content and demonstrating the impact and value of communications activity through effective evaluation and benchmark measures against agreed objectives. 15. Build strong professional networks and effective working relationships with a range of key stakeholders, which will include potential students and their influencers, current students, sponsors, government agencies and departments and potential industry partners. 16. Represent the University of Glasgow and be a Marketing ambassador at external conferences and workshops, blogs, representing University of Glasgow at local, Scottish, UK and international marketing and communications networks. 17. As a member of the Marketing and Communications Management Team, be a positive and creative influence to improve overall standards of planning, delivery, qualitative reporting, and impact. Undertake any other reasonable duties as determined by the Director of Marketing and Communications, the Vice-Principal External Relations, and the senior management team. 18. Deputise for the Director of Marketing and Communications as required.

    Job Features

    Planning and Organising

  • Plan and manage own workload and that of the Marketing team within External Relations.
  • Ensure reliability and efficiency in the prompt handling of enquiries and response to issues as they arise.
  • Take lead on Marketing planning to support coordination of all external and internal communications initiatives.
  • Have editorial control and operational responsibility for all Marketing campaigns, channels and platforms
  • Lead on and direct campaigns and initiatives which may involve close working relationships with other departments, student bodies and external stakeholders.
  • Manage Marketing activities to align with the strategic plan, being prepared to act swiftly, mobilise resources, coordinate with external partners and liaise with senior staff to seize publicity opportunities or deal with emergencies.
  • Manage the pressure of urgent and conflicting priorities, often with respect to sensitive and challenging subjects.
  • Carry out strategic planning regarding Marketing, including general horizon scanning and forward planning activities to ensure knowledge systems are fit for purpose.
  • Manage budget development, delivery, and monitoring.
  • Oversee campaign, channel and platform monitoring activities.
  • Develop evaluation framework.
  • Internal / External relationships


  • Team leadership capabilities - developing, nurturing, and supporting colleagues within the Marketing team.
  • Frequent and open dialogue with senior management with regards to forward planning, committee engagement, information exchange, professional advice, and crisis management.
  • Attend Senior Management Group Marketing Group meetings.
  • Maintain good relationships with entire University community to support internal and external activities and opportunities.
  • External

  • Develop and maintain excellent relationships with Scottish, UK, and international sectoral partners.
  • Liaise with Marketing leads in other Higher and Further Education institutions as well as partners nationally and globally including Universities Scotland, Scottish Funding Council, Russell Group, The Guild, CIVIS and U21.
  • Maintain excellent relationships with partners including civic leads, liaising with Government Relations as appropriate.
  • Decision Making

  • Required to take decisions of an often-sensitive nature, relating to both internal and external issues.
  • Determining the areas to be prioritised for strategic communications and allocating resources accordingly.
  • Decide on the nature and extent of campaigns and outputs.
  • Problem Solving

  • Provide professional advice and guidance on all aspects of Marketing in the delivery of a comprehensive strategic plan.
  • Other

  • Operate in a wide-ranging, rapidly challenging Higher Education environment.
  • Adapt responsively to staff and student priorities and to the strategic needs of the University.
  • Be aware of both the political context and the media environment and manage the team accordingly.
  • Knowledge, Qualifications, Skills, and Experience

    Knowledge and Qualifications

    Essential: A1 Educated to degree level or equivalent experience. A2 Demonstrable knowledge and experience of current issues, priorities and good practice in social media, student communications and content strategy. A3 Demonstrable awareness of best practice and innovation A4 Demonstrable awareness and experience of tools to inform content strategy. A5 Demonstrable awareness of how audiences using and engaging with internal and external communications channels. A6 Authoritative knowledge of content strategy and campaign development A7 Thorough knowledge and understanding of work practices, policies, and procedures relevant to the role.

    Desirable: B1 Thorough knowledge of the higher education sector including current trends. B2 Relevant membership of a professional body.


    Essential: C1 Leadership skills of the highest quality with demonstrable evidence of team management. C2 Ability to understand, interpret and appropriately summarise complex issues across a broad range of disciplines. C3 Excellent interpersonal skills, including diplomacy and discretion, and the ability to liaise with staff and external individuals at any level of seniority. C4 Initiative, creativity, energy, and enthusiasm ,as well as excellent time management and organisational skills, and the ability to work efficiently on numerous projects simultaneously. C5 Expertise in Marketing. C6 Excellent planning and organising ability with demonstrable project management skills and an ability to build affective networks across organisations. C7 Outstanding written and oral communication skills with the ability to communicate effectively with a range of audiences. C8 Ability to produce and implement strategic policies. C9 Influencing, negotiating, facilitating and relationship building skills C10 Ability to work under pressure and meet challenging deadlines. C11 Political sensitivity and environmental awareness C12 Ability to liaise and co-operate with people across organisational boundaries.

    Desirable: D1 Advanced IP capability/aptitude.


    Essential: E1 Applicants will have held a senior position in a Marketing function, engaging directly with the organisational head and in developing and delivering communications strategies; they will have a solid foundation of working in multiple communications disciplines. Experience of working with and influencing senior management. E2 Editorial experience of conveying subject matter concisely and compellingly to audiences with wide ranging degrees of interest and expertise. E3 Candidates will possess a strong and established network of national/international contacts with a track record of identifying appropriate opportunities that deliver impact. E4 Experience of leading and managing communications within a complex organisation, ideally Higher Education, and of creating and developing high level internal and external communication strategies. E5 Considerable experience of working across Marketing platforms. E6 Demonstrable experience of delivering sustained internal communications campaigns with achieved objectives. E7 Significant experience of successfully leading and motivating staff and teams. E8 Successful leadership and management experience creating a high performing, customer focused proactive communications service. E9 Experience of working with and influencing senior management. E10 Experience of communication monitoring and evaluation frameworks.

    Desirable: F1 Experience of brand, content and channel strategy development and delivery F2 Experience of data and insight tools. for professional purposes. F3 Experience of digital media, and of creating and editing content.

    Terms and Conditions Salary will be Grade 9, £57,696 - £64,914 per annum.

    This post is full time (35 hours per week) and open ended (permanent). Relocation assistance will be provided where appropriate.

    As part of Team UofG you will be a member of a world changing, inclusive community, which values ambition, excellence, integrity and curiosity.

    As a valued member of our team, you can expect:

    1 A warm welcoming and engaging organisational culture, where your talents are developed and nurtured, and success is celebrated and shared. 2 An excellent employment package with generous terms and conditions including 41 days of leave for full time staff, pension, benefits and discount packages. 3 A flexible approach to working. 4 A commitment to support your health and wellbeing, including a free 6-month UofG Sport membership for all new staff joining the University .

    We believe that we can only reach our full potential through the talents of all. Equality, diversity and inclusion are at the heart of our values. Applications are particularly welcome from across our communities and in particular people from the Black, Asian and Minority Ethnic (BAME) community, and other protected characteristics who are under-represented within the University. Read more on how the University promotes and embeds all aspects of equality and diversity within our community here.

    We endorse the principles of Athena Swan and hold bronze, silver and gold awards across the University.

    We are investing in our organisation, and we will invest in you too. Please visit our website https: // www. gla.ac.uk/explore/jobs/ for more information.

    Vacancy Ref : 140248 Close Date : 16-May-2024 23:45

    From this employer

    Recent blogs

    Recent news