JOB DESCRIPTION

JOB DESCRIPTION

Job Title: Ref No: Campus: Grade: Salary: Period: Reporting to: Reporting to Job Holder:

Head of Customer Experience and Conversion MKG187 Hendon 9 ?50,563.00 ? ?58,234.00 per annum inclusive outer London weighting Permanent Associate Director Marketing and Recruitment

Student Recruitment Marketing Managers, Officers & Asst. (Customer Experience) (x5) Admissions Communications Manager and team + outsourced enquiry management team

Overall Purpose:

The post-holder will be responsible for shaping the end-to-end experience of Middlesex University prospective students, drive conversion across key stages of customer journey, manage university application experience and service to deepen relationships with the Middlesex University (MU) and achieve our ambitious recruitment goals. It is an excellent opportunity for a strong marketer passionate about customer experience and lifecycle management, with a strong drive and desire to lead at both strategic and operational level. This post would be suitable for a professional with expertise in multi/omnichannel marketing, customer nurturing programmes, events management and e-mail marketing.

Head of Customer Experience and Conversion will be accountable for all KPIs across our customer journey, lead on customer experience strategy and take responsibility for planning, developing and managing portfolio of recruitment activities. Leading on overall customer communication and engagement plans aimed at measurably increasing conversion rates at all stages of enquirer and applicant journey, it is essential that the role holder is able to provide innovative ideas to develop experiences that showcase our brand, but also drive applications and enrolments to all MU courses. Head of Customer Experience and Conversion will be responsible for ensuring that customer satisfaction across all engagement points is paramount, and will need to embed relevant measurements across a range of events and customer focused activities. Understanding of a competitive environment, customer needs and the ability to work creatively and lead with strategic goals in mind are essential to recruitment success of the university.

Customer Experience and Relationship Management

Drive a `customer first approach' to enquirer and applicant management Developing holistic customer journeys and shaping all customer touchpoints: events, digital and print communication,

social media interactions, in order to drive customer conversion rates across all stages of engagement, Shaping the MDX Customer Experience strategy in a way that enables us to acquire, convert and retain more engaged

and loyal customers, driving ROI and enabling the university to meet its recruitment targets, Developing and implementing an overarching customer communication plan (spanning from enquired to university pre-

enrolment stage), in relation to customer information needs of the applicant or enquirer journey, Drive appropriate level of audience segmentation to deliver personalised and relevant customer touch-points, Own conversion targets and plans across all stages of recruitment journey, Take responsibility for regular updates of the effectiveness of these plans against targets and adapt all communication

plans to reflect the changing needs of target audiences.

Events/Experiential marketing

Development, management, implementation of and overall responsibility for the Student Recruitment Marketing events frameworks for prospective students and applicants, incl. full design of experiential campaigns, integrated with digital and direct comms tactics,

Leading on the development of subject level and admissions specific events (including virtual and digital, on-campus tests, interviews, all open events and applicant days), in response to university strategic objectives, agreeing key subject areas with relevant internal stakeholders, setting objectives for all activities and communication plans, that would reflect MDX recruitment targets

 Setting clear, ambitious and achievable targets for all recruitment activities and events; monitoring, evaluating and feeding the insight back to plans, adapting the deliverables, and activating innovation

Managing the budget for the Customer Experience and Conversion group, ensuring effective use of resources and appropriate allocation in line with overall Student Recruitment Marketing priorities,

Strong focus on streamlining event management processes across the portfolio and sharing best practice, Managing relationships with key internal stakeholders, including MDX Academics and services that play a pivotal role in

the success of recruitment initiatives and activities

Admissions Service and experience management Leading on the vision and strategy of MDX Applicant Experience, utilising service as a key selling point of the university, Shaping all Admissions touchpoints ? direct, phone, digital and on-campus experiences to deliver seamless, effective

and positive admissions experience and utilise those touchpoints to further enhance applicant conversion, Together with Admissions Operations and all academic departments leading on all applicant-facing activities, incl.

development of all relevant systems, communication interfaces and plans,

Customer Satisfaction and multi-channel integration Establishing a holistic framework of customer touchpoints, digital, direct and via social media channels, that would enable

MDX to create a consistent customer experience across all channels, influence our customers, motivate and engage them with MDX Ensuring that MDX brand is communicated effectively and consistently, and also appropriately through individual channels and in relation to different stages of the customer journey, and customers' needs Managing a framework of qualitative and quantitative measures that would allow the team to effectively monitor and evaluate customer satisfaction for all recruitment activities and events Responsibility for active monitoring of customer needs and development of ideas and initiatives to ensure the above are met Ensuring all touch points with customers have a clear focus, functional framework and Middlesex University messages are clearly embedded throughout the portfolio of recruitment activities and initiatives

Messaging and brand Overview and ownership of messaging, where relevant to customer touchpoints Effective communication of brand values, institutional strengths and USPs through all customer touchpoints Oversee all customer facing communication plans and messages that have clear content and (where applicable) call to

action and actively encourage various target audiences to interact with MDX, to ensure recruitment objectives are embedded throughout all customer touch points Ensuring all officers have a clear understanding of the motivations of the target market Ensure copy is informed by and strengthens the University's overall brand positioning and reflects MDX values that correspond to specific target audience needs

Customer and Competitor Benchmarking Lead on the development of customer benchmarking tools and analysis, to understand activities undertaken by

competitors with a focus on recruitment, events, communication and overall customer touch points Keep abreast of new marketing techniques to ensure MDX activities respond to target audience needs

Budget responsibilities

Effective allocation of a significant budget aligned to strategy development and annual planning

KPIs, reporting and measurement Take full ownership of key performance indicators relevant to particular stages of customer engagement Drive the development of a reporting/meetings framework and tracking of results Advise/recommend action to executive team to enhance recruitment Any other duties required by the Associate Director of Marketing and Recruitment which are consistent with the grade of

the post

PERSON SPECIFICATION

Job Title:

Head of Customer Experience and Conversion

Campus:

Hendon

Selection Criteria:

ESSENTIAL:

Degree or professional qualification in marketing or equivalent experience,

Knowledge of customer experience management approaches and methodologies used in marketing and sales,

Evidence of strong management, planning, project management and organisational skills, required to manage an extensive portfolio of events, communication campaigns and customer-centric activities

Excellent communication (both written and verbal), influencing and negotiation skills, required to cooperate with a wide range of internal and external stakeholders (academics, services, suppliers, partner boroughs, etc) combined with driven and assertive personality,

Relevant marketing experience, ideally in a customer-centric fast paced environment,

Experience in customer segmentation and successful communication campaigns, supported by data-analysis and market insight, required to deliver successful customer communication campaigns,

Experience in people management, leading and directing multiple team members in a busy task-oriented environment,

Knowledge and understanding of mass/marketing-communication systems,

Experience in brand dissemination, engagement campaign development and experiential marketing,

Ability and experience in setting, monitoring and reporting against targets to key internal stakeholders,

Budget management skills with a focus on value for money/return on investment

Flexibility and resourcefulness in work

DESIRABLE: Experience of UK student recruitment and marketing

Knowledge of UK education system including Schools and FE colleges Knowledge of admissions processes and policies Experience of managing large scale projects Understanding of UCAS and other admissions systems Knowledge of global HE systems

Hours: Leave:

The nature of the post is such that the post holder will be expected to work flexibly and for such reasonable hours as are necessary in order to fulfil the duties and responsibilities of the post. Occasional work on Saturdays and in the evenings is required.

30 days per annum plus eight Bank Holidays and seven University days taken at Christmas (pro rata for part time staff) which may need to be taken as time off in lieu

No Parking at Hendon campus: There are no parking facilities for new staff joining our Hendon campus, except for Blue Badge holders. If you are applying for a post at our Hendon campus please ensure you can commute without a car.

Information on public transport to Hendon can be found here:

We offer an interest-free season ticket loan, interest-free motorbike loan, and bicycle and motorbike parking and changing facilities.

Middlesex University is working towards equality of opportunity. Flexible working applications (including part-time working) will be considered.

If you wish to discuss the job in further detail please contact Lucy Everest on 020 8411 6115 or via email l.everest@mdx.ac.uk

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