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Digital Strategy Manager - Christie's Education

Role Purpose:
Christie’s Education (CE) is accredited regionally by the Open University in the UK and the New York State Board of Regents in the US to provide opportunities for study Master’s Degrees and Certificate levels. It also provides on-going adult education opportunities through various short programme options and more recently launched Online Courses programme.
The purpose of this role is to ensure the strategic directorship and delivery of the digital function within the organization. The role has many facets and will be responsible for managing brand consistent, creative, integrated digital initiatives both regionally and internationally, encompassing the full execution of all online activities (digital marketing, email marketing, web platforms and social media).
 
ACCOUNTABILITIES 
1. General marketing
  • Manage the CE website in collaboration with Christie’s website team
  • Co-ordinate and execute digital marketing campaigns for the regions, including digital marketing, social media, SEO, SEM, email marketing and online communication
  • In collaboration with the content editor ensure marketing material is delivered to a high standard, within deadline
  • Work closely with the central digital marketing team to ensure that email marketing is dispatched to schedule and with the correct audience criteria
  • Manage the external agency on digital campaign activity and strategy
  • Manage digital team members to ensure high productively on all digital channels
  • Oversee budget with direction of Managing Director and Marketing Director
  • Execute digital marketing plans according to agreed budget and ensure that there is no overspend without approval
  • Produce management information reports providing data analysis and insight for all digital activity
  • Formulate global digital strategy, to include social and content strategy
  • Execute agreed digital marketing plans on time and to budget across all marketing activity
  • Additional projects, as and when required, building campaign plans. 
  • Undertake digital administration in support of the production process for marketing plans and student publications where necessary, including liaising with relevant staff members to manage outputs each month including:
    • kick-off meetings
    • production plans/schedules
    • downloading, assembling and chasing assets
    • picture research on copyrights
    • proofing, amending
    • photoshoots and release paperwork, 
2. On-line
  • Manage the content of the website, the digital learning platform (VLE), alumni portal, social media channels and microsites
  • Ensure that all the necessary regulatory documents are hosted on the website and portal and up-to-date
  • Map out the online customer journey to identify customer touchpoints
  • Data capture of all clients into CRM system
  • Ensure that the website is organized to ensure a dynamic customer journey
  • Implement the social media strategy, building on existing and new channels of social engagement, building brand awareness, building and engaging an online community
  • Manage the website redesign project for launch early 2018
  • For the relevant regional responsibility ensure that the website content is up to date, accurate, and remains fresh and dynamic
  • Maintain strong relationships with the website developers and IT partners, both external providers and in-house teams, and ensure that they understand our business requirements. Keep the relevant stakeholders informed and promptly escalate any issues, immediate or anticipated, up to the Marketing Director so that, where possible, they can be quickly resolved
  • Chair the monthly website meeting as required
3. Management Analysis
  • Track digital marketing effectiveness, currently through Google Analytics, Omniture and provide regular reports with actionable insights
  • Monitor competitor websites and other marketing materials and report to the marketing director new developments that may be relevant to Christie’s Education
  • Manage the data capture and recording of all customer activity for future analysis and reporting that underpins the digital strategy
4. Department/Management
  • Manage and lead the digital team to support the delivery of business objectives
  • Manage all members of the digital team, identifying gap areas to expand the team and enhance skillset
  • Provide pro-active support across the wider Administrative team and faculty globally, providing backfill to all roles where necessary.
  • Manage the governance of data recording in all systems
  • Be a leading senior member of the team and represent on any forums or committees as necessary
  • In collaboration with colleagues ensure that the office and the phones and online customer service platforms are covered at all times.
5. Enhancing Christie’s Education brand
  • Represent Christie’s Education and build alliances and networks of key influencers through digital channels, social media, webinars, events, advertising and campaigns e.g. Global Ambassadors
  • Maintain CEDU’s online presence on education websites and on Christies.com
  • Source local and global digital advertising opportunities
  • Work closely with digital team at Christie’s and IT function as a liaison between CEDU and Christie’s Auction House
KEY PERFORMANCE INDICATORS 
Business Outcomes
  • Seamless co-ordination of online activities
  • Delivery of digital marketing campaigns to time and to budget
  • Efficient and effective use of team and resources
  • Preserve the integrity of the brand and reputation of Christie’s Education both across Christie’s and externally in the academic world
  • Effective cascade of management information relating to digital marketing effectiveness and competitor activity to the relevant stakeholders
  • Governance of digital systems, reporting and recording of information
Business Processes
  • Attention to detail
  • Timely delivery
  • Management of resources and people
People & Behaviours
  • Strong leadership
  • Supportive of colleagues at all levels
  • Professionalism
  • Maintain professional standards of dress, communication, behaviours and presentation, as befits role as ambassadors of Christie’s.
SKILLS & EXPERIENCE
  • Experience of working as a Digital Marketer at a senior and strategic level (preferably in Higher Education)
  • Advanced knowledge of Adobe Creative Suite, Microsoft Office, CRM systems, SMS, VLEs
  • Strong knowledge and experience with digital tools such as Google AdWords, Google Analytics and Omniture
  • Create and curate digital campaigns through entire lifecycle and measure ROI against KPIs
  • Experience of working in an Academic institution is desirable
  • Experience of producing management information reports with actionable insight and define targets
  • Knowledge of website design/online content/SEO strategy/CMS (preferably Sitecore) and email marketing solutions is essential
  • Knowledge and experience of running campaign activity on PPC, Paid, Social, Display and Affiliates
  • Strong verbal and written communication skills including the ability to create and edit copy
  • Passionate about digital, marketing and the arts
  • Experience managing social media channels for academia to broaden engagement, reach, following
  • Excellent client facing skills and stakeholder management
  • Excellent leadership skills to drive employees and the business forward
  • High attention to detail
  • Commitment to a culture of continuous improvement
  • Ability to work self-directed and under supervision, strong organizational skills with the ability to prioritise work and to manage multiple projects simultaneously
  • Ability to work well under pressure, with a flexible and positive approach to new tasks and responsibilities
  • Languages an advantage
©Christie's 2016