- Non Union
JOB PROFILEAAPS Salaried
- Marketing and Sales, Level B2
Job TitleMarketing and Sales Manager
DEPARTMENTAdministration | English Language Institute | Extended Learning
- $9,009.00 CAD Monthly
Posting End DateJune 15, 2021
Note: Applications will be accepted until 11:59 PM on the day prior to the Posting End Date above.
Job End Date
The Marketing & Sales Manager is responsible for the planning, organizing and evaluation of marketing initiatives that promote the UBC English Language Institute (ELI) and its suite of international English as an Additional Language (EAL) programming to partners, agents and individual students. The ELI opened in 1969 and welcomes thousands of international students to the Vancouver campus for in-person English as an additional language instruction. Recently, the ELI has also launched a suite of online program offerings for students.
The role includes acting as the business expert in regards to marketing strategy, oversight of multi-channel campaign development and implementation, and evaluation and financial oversight of project budgets. There is high accountability for achieving overall marketing and enrolment objectives and for campaign deliverables.
The UBC ELI is a unit within the Faculty of Education (FoE) and is supported by the Professional Development & Community Engagement (PDCE) unit with the FoE.
The Marketing & Sales Manager reports to the ELI Administrative Manager with a dotted line report to the PDCE Marketing & Communications Manager. They also take broad direction from the ELI Director and work in partnership with the PDCE marketing & communications team to develop and execute marketing strategy and implementation.
The position is primarily located at the UBC Vancouver campus.
Provides thought leadership, strategic direction and best practice marketing recommendations to the ELI supported by consumer, market and business insight.
Acts as the customer experience champion for the ELI as it relates to marketing, communications and the website. Be the subject matter expert in developing positioning statements, audience insights and student journeys.
Using strong marketing knowledge and business acumen, creates strategic awareness and recruitment marketing and recruitment plans to achieve revenue and recruitment goals.
Deeply understands the student enrolment funnel for the ELI, including all touch points and processes. Understands prospects' motivations and barriers to enrolment and how this differs by market.
Collaborates with the ELI Leadership Team as well as the PDCE Marketing & Communication Manager to develop framework for evaluating the success of marketing initiatives and defines key performance indicators (KPIs) linked to recruitment and/or revenue goals . Evaluates take to market strategies, plans and tactics.
Is the key marketing liaison between ELI and PDCE Marketing & Communications. Collaborates on the development and execution of marketing initiatives for international recruitment across a variety of channels including timing plans and budgets to execute activities.
Oversees the Institute's brand presence including, but not limited to, website, email, digital advertising, social media and special events.
Responsible for ELI website including, but not limited to: content and graphics, functionality and user experience, as well as ongoing maintenance. Manages content on UBC ELI website in collaboration with the Administrative Team and PDCE Marketing. Develops fulsome plans for web content updates based on strategic priorities, incorporating feedback from stakeholders, ensuring accuracy and consistency, and publishes content updates . Briefs PDCE Marketing & Communications on more complicated updates. Initiates reporting on site performance to ensure optimal conversion.
Holds responsibility for organizing all ELI needs and requirements for the development of marketing plans and briefs. Ensures that all marketing related plans align with the ELI's strengths and strategic goals. Briefs PDCE Marketing & Communications with this information. Ensures all relevant ELI stakeholders are consulted at key milestones of projects and manages their deliverables.
Liaises with the Director, ELI Administrative Team and PDCE Marketing & Communications on content requirements for course descriptions, webpages, advertisements, brochures and special features (e.g., news items, interviews).
Reports on campaign performance within the ELI. Consults with PDCE Marketing & Communications on the success or opportunity for improvement for both marketing and programs based on business insights from campaign metrics. Keeps the ELI Leadership Team and PDCE Marketing & Communications informed about enrolment metrics including application yield and final enrolment by term and program.
Is responsible for responding to all inquiries on ELI social channels in a timely manner.
Monitors media for current events, trends, ideas, and news on competition. Completes ongoing research projects including environmental scans and competitor analysis, investigations into competitor promotional strategies and price comparisons, and facilitating regular student and registration services feedback groups.
Sales and Recruitment
Is the Team Lead for sales and recruitment activities within the ELI with two dotted line reports, the Managers, International Recruitment and Registration, for matters of recruitment and sales.
Develops an annual recruitment strategy, including communication plans for existing agents and partners.
Assesses, maintains and develops existing partnerships with international education agents, post-secondary institutions and governments, and identifies new partnership opportunities based on key markets in the business plan. Works closely with Managers, International Recruitment, and Registration to maintain and assess existing relationships and helps them prioritize their work based on established strategic plans.
Directs the Managers, International Relationships and Registration on implementation of the recruitment strategy. Sets priorities for other roles involved in recruitment.
Creates and conducts onboarding activities for new agents or institutional partners within larger strategic goals of the role.
Identifies and maintains all recruitment materials in order to support agent and partners' in-market recruitment activities.
Develops and deploys newsletters to agents and partners in order to keep them up-to-date on activities and new information from the ELI in order to foster engagement.
Coordinates regular surveys to agents and partner institutions in order to create a feedback loop for process and program improvements.
Conducts regular visits with agents who have offices locally.
Remains closely aware of and upholds UBC policies on the use of education agents and memoranda of understanding with international institutions.
Liaises with international education and promotion organizations such as BCCIE, Global Affairs Canada and ICEF.
Advises partners and clients on prerequisites, prepares quotations for tuition and all related costs.
Prepares and delivers in-person presentations to prospective student groups and follows-up with partners.
Participates in ELI strategic planning with ELI Leadership. Meets regularly with ELI Leadership, providing regular updates through informal and formal communication.
Identifies news opportunities and collaborates with PDCE Marketing & Communications and UBC Public Affairs to produce and distribute press releases to generate media coverage.
Liaises with a network of marketing and communications professionals across campus to share best practices, collaborate on special projects, and stay informed of UBC brand guidelines and initiatives.
Upholds UBC brand standards for work completed within ELI and in collaboration with on-campus and off-campus program partners. Ensures compliance with industry regulations and standards (e.g., Canada's Anti-Spam Legislation or Freedom of Information and Protection of Privacy Act).
Travels for local and international business development as required.
Represents the Director or Administrative Manager as required.
Performs other related duties as required.
Consequence of Error/Judgement
Decision-making is based on a thorough knowledge of the policies and procedures of the ELI, PDCE and the Faculty of Education. The role is expected to follow all UBC Information Security Standards, and to exercise judgment, diplomacy and tact in all interactions. A privacy breach could potential affect all of our students, resulting in significant fines, and irreparable damage to key UBC relationships.
The position has dealings with ELI staff, instructors, students, institutional partners and agents. Error in the performance of duties or in the exercise of discretion may result in significant damage to the ELI's reputation both internally at UBC and externally to the community resulting in a loss of revenue.
Reports to the ELI Administrative Manager with a dotted line report to the PDCE Marketing & Communications Manager. Receives broad direction from the ELI Director.
The incumbent acts independently, often without direct supervision, but within the parameters of the strategic goals, policies, and practices of UBC ELI. They work in close cooperation with other marketing staff in PDCE. All work is reviewed for achievement of marketing objectives, adherence to budget targets, and effectiveness of client service and project management in a team-oriented environment.
Supervises the work of a 1.0 FTE Marketing Coordinator.
This position acts as secondary supervisor to the Managers, International Recruitment and Registration on matters of recruitment and sales.
May supervise Work Learn students or contract workers.
Undergraduate degree in a relevant discipline. Minimum of five years of related experience, or the equivalent combination of education and experience.
Undergraduate degree in marketing, business, digital communications or related academic discipline preferred.
English language teaching or tourism industry experience or the equivalent combination of education and experience preferred.
Strong intercultural communication skills an asset. Experience with working with organizations outside of North America desired.
Proven track record of achieving results relative to stated objectives.
Strong literacy in all aspects of digital advertising and social media.
Demonstrated commitment to exemplary client service. Multicultural experience required. Must be culturally sensitive.
Demonstrated success working in an entrepreneurial, creative and fast-paced environment.
Exceptionally strong project management and time management skills.
Experience with digital and social advertising platforms such as Google Ads and Facebook.
Experience with growing and managing social media channels.
Able to deal effectively with staff at all levels, work independently, work to tight deadlines and manage competing priorities.
Excellent oral and written communication, analytical and organizational skills.
Familiarity with database marketing principles and methodologies an asset.
Able to prepare and give effective presentations (in-person and online).
Able to travel internationally.
Fluency in one or more foreign languages an asset.
Appropriate computer experience, including MS Office suite and content management software and skills. Experience making web updates with HTML and CSS at a basic level is required, additional knowledge and skills are an asset. Experience with Adobe InDesign, Illustrator and/or Photoshop is an asset.
Demonstrated ability to keep abreast of technology developments and marketing trends in relevant areas and a commitment to continuously adding to their knowledge base and skills.
Demonstrated leadership skills.
Ability to work effectively both independently and as part of a team.
Personal attributes of an ideal ELI Team Member: high level of honesty and integrity, robust work ethic and accountability, demonstrated initiative, adaptability in a rapidly changing landscape, a creative and curious problem-solver, commitment to engendering a harmonious work environment and strong emotional intelligence.