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Recruitment for:
Director of Marketing & Communications
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Executive Summary
Heriot-Watt University Director of Marketing and Communications £ Competitive Heriot-Watt University has established a reputation for world-class teaching and practical, leading-edge research which has made it one of the top UK universities for business and industry. As a result the University has just been rated 13th in the UK and 2nd in Scotland in the 2015 Guardian university league tables. Distinctly global, Heriot-Watt is also acknowledged as Scotland’s international University and is ranked the 22nd most international university in the world according to the Times Higher Education Supplement. The University was also ranked as Scottish University of the Year according to the Sunday Times for two years running, and first in the UK for student experience in 2013 by the Sunday Times. As the new Director of Marketing and Communications you will have a lot to work with due to the already strong position of the University, and you will be charged with developing a holistic marketing and communications strategy that meets the very high ambitions of the University both internally and globally. You will have complete autonomy for developing a strategy and delivering services in line with the University’s corporate objectives, and for developing a first-rate team of marketing & communications professionals. Crucially you will take the lead in developing the University’s international brand by utilising the latest media techniques to communicate widely and effectively. As a member of the University’s senior management team you will also be expected to make a leading contribution to the strategic direction of the university by the application of your superior technical and influencing skills. International travel will be a regular feature of your duties as you seek to expand the University’s global presence from its overseas campuses in Malaysia and Dubai. You will be professionally qualified and a proven senior marketing and communications manager with significant experience of developing international brands on behalf of large and complex multi-national organisations. You will also be an inspirational leader with a real passion and energy for delivering marketing results. An accomplished business manager that is highly organised, innovation and creativity will also be second nature to you in your pursuit of brand excellence.
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Dear Applicant, Thank you for your interest in the post of Director of Marketing and Communications at Heriot-Watt University. This is an extremely important appointment for the University and I am excited by the opportunities it creates. Heriot-Watt is a dynamic and growing University with a well established reputation for world-class teaching and practical, leading-edge research. Having been Sunday Times University of the Year in both 2011/12 and 2012/13, we have continued to build on our success and wider recognition, leading to being ranked 13th out of 116 institutions in the recently published Guardian League tables. The University’s Strategic Plan 2013-18 is driven by our vision to be world-leading within all its specialist areas of science, technology, engineering and business. Covering research, learning and teaching, internationalisation and support services, this is an ambitious strategy which shows our priorities for the next five years as we continue as a high performing, rapidly growing and financially sustainable university. I have the privilege to lead the Professional Services of the University, supporting the achievement of the Strategic Plan by delivering excellence in all our services so that our students, colleagues and stakeholders enjoy the very best experience we can provide for them. The Director of Marketing and Communications is a key role within Professional Services and will work closely with me and our engaged and ambitious team of Professional Services Directors. The successful applicant will be an outstanding individual, a team player who can develop their Directorate and deliver high quality services. This is an exciting opportunity to be part of a successful, growing and aspiring University. If you have the proven leadership, professional and management skills sought by Heriot-Watt University we would be delighted to receive your application. I look forward with interest to reading how you could make a significant and positive difference to our University.
Ann Marie Dalton
Secretary of the University
Message from the Secretary to the University
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Heriot-Watt University has established a reputation for world-class teaching and practical, leading-edge research, which has made us one of the top UK universities for business and industry.
Our History Heriot-Watt University is one of the ten oldest higher education institutions in the UK. Established as a university by Royal Charter in 1966, Heriot-Watt has its origins in the Edinburgh School of Arts, the world’s first “mechanics institute”, founded in 1821. The School was a celebrated “people’s” college, dedicated to providing knowledge and skills for ordinary working people. An early pioneer of equal opportunities, women were welcomed as early as 1869, 20 years ahead of other institutions. The name, Heriot-Watt, commemorates George Heriot, the renowned 16th Century jeweller and financier to James VI & I, and James Watt, the great 18th Century inventor and engineer.
The University Heriot-Watt University is one of Scotland’s leading providers in science, engineering, business management, languages and textiles, with six Schools: Built Environment, Engineering and Physical Sciences, Life Sciences, Management and Languages, Mathematical and Computer Sciences, Textiles and Design, and two postgraduate Institutes: Petroleum Engineering and the Edinburgh Business School.
There are approximately 8,780 students and 1,750 staff on campuses in Scotland and nearly 18,800 students on external and partnership programmes in 140 countries worldwide. The main campus is set in 380 acres of beautiful parkland in the greenbelt of western Edinburgh and within easy reach of the city centre. Approximately 650 students are based at the University’s location in the Scottish Borders Campus, Galashiels, studying Textiles and Design and some other courses on a campus shared with the Borders College. There is also a small campus in Orkney, home to the International Centre for Island Technology, which is part of the Institute of Petroleum Engineering. Heriot-Watt also operates a large campus in Dubai, where over 3,750 students study a range of courses. In November 2012 the University opened a new campus, Heriot-Watt University Malaysia, where there are now over 170 postgraduate students and ambitious plans for future growth. The first intake of undergraduate students commences in September 2014. The University is a vibrant forward-looking Institution with a distinct international flavour and a welcoming and friendly atmosphere. The academic ethos centres on the value and practical relevance of high quality research and teaching, and close partnerships with business, industry and the professions. The University is one of the top UK institutions for graduate employment and is also very successful in research collaboration with industry.
Heriot-Watt University: Overview and Structure
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Heriot-Watt Values At Heriot-Watt, we have an established set of values that help us to nurture innovation and leadership, and show our commitment to continuous improvement and development in all our activities.
Our values describe our deeply held beliefs and our community spirit. They characterise not only how we are as a higher education institution but also frame how we want to be.
Our values are:
• Valuing and respecting everyone
• Pursuing excellence
• Pride and belonging
• Shaping the future
• Outward looking
Campus Life There are excellent facilities on the modern attractive campuses with residences, catering, leisure, library provision, computing facilities and student welfare services.
The sports centre at Edinburgh provides some of the best university facilities in the country, including international standard squash courts, tennis courts, a full range of exercise classes and a Cardiovascular Suite. These facilities are going to be significantly enhanced by the delivery of the National Performance Centre for Sport (NPCS), which will open in 2016.
Music also plays a key role in campus life, from classical to traditional Scottish and folk. There is a University choir, orchestra and pipe band. Other facilities at Edinburgh campus include a bank, a hairdresser, a bookshop and a health service. There is a nursery on campus for children of students and staff. Catering outlets include snack bars, self-service cafeteria, a staff restaurant and a table service restaurant. Staff also benefit from free car parking facilities.
Equality of Opportunity – Statement of Policy Heriot-Watt University is committed to equal opportunities for all, irrespective of sex, colour, ethnic origin, disability, marital status, religious or political beliefs, trade union membership, sexual orientation or other irrelevant distinction. The University welcomes diversity among staff and students and aims to encourage all individuals to realise their full potential and contribute as fully as possible to the University community. The University aims to create conditions whereby the treatment of students, staff and applicants for employment or study is on the basis of their relative merits, abilities and potential. The University believes that achievement of equality of opportunity will be in the best interests of the organisation as a whole and its individual members. Consequently, it is committed not only to uphold the letter of the law, but also to promote diversity and equality of opportunity throughout the organisation. The University is committed to equality of opportunity for staff and students and its importance is reflected by the inclusion of a code of conduct in the University Charter.
Further information Information about the University is available on our website at: www.hw.ac.uk Information about living and working in the area is available on the official Edinburgh City website: http://thisisedinburgh.com/
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Strategic Plan: Global thinking, worldwide influence
Heriot-Watt's vision is to be world-leading within all its specialist areas of science, technology, engineering and business. We remain true to our heritage of creating and exchanging knowledge for the benefit of society. Our record shows that our research and teaching have always been professionally relevant and we produce graduates who have a distinctive and strong professional orientation. The characteristics of global recognition and professional relevance are defining distinctions of the University and are considered the bedrock of this Strategic Plan 2013-18: http://www.hw.ac.uk/documents/strategic-plan.pdf. This is an ambitious strategy which shows our priorities for the next five years as we continue as a high performing, rapidly growing, financially sustainable university. We do this while exploiting the synergy between excellent teaching and research in a global and professional context. The single most important aspect of the strategy is the recognition and emphasis that to achieve the overall vision will require all academic staff to perform at internationally competitive levels of creativity in research, scholarship and teaching as synergistic activities.
Research intensification Research at Heriot-Watt spans the fundamental to the applied, through an interdisciplinary approach to knowledge creation and enterprise. We aim to:
• Promote new interdisciplinary fields of research, emphasising economic and societal benefit in order to generate high impact outputs and attract significant research funding to increase critical mass;
• Develop further strategic collaborations through national and international academic and industrial research alliances;
• Take advantage of our international campuses and worldwide learning partnerships to extend research opportunities;
• Facilitate research management through research-led institutes and interdisciplinary research centres, providing focus and identity to enhance research opportunities, performance and funding;
• Support innovation and entrepreneurship in the creation of new enterprise; and
• Increase the number of research students commensurate with an expanded research landscape.
Learning, teaching and the student experience We have a longstanding reputation for providing highly employable graduates, who have a distinctive, strong professional orientation. We aim to strengthen our graduates' attributes and skills further, through:
• Enhanced approaches to teaching, learning and assessment;
• Further development of facilities and support for the student learning and living experience; and
• A continually updated, relevant, broad curriculum.
Internationalisation Heriot-Watt is ‘Scotland's international university’ and is among the UK's top five universities in terms of its international presence and number of international students. We aim to:
• Continue to grow rapidly all streams of international activity;
• Secure the success of the new Malaysian Campus;
• Enhance the internationalisation of research and knowledge exchange activities;
• Ensure that Heriot-Watt University qualifications are recognised and respected internationally, providing entry to jobs worldwide;
• Facilitate international mobility for Heriot-Watt students and staff;
• Provide a state-of the-art virtual learning environment (VLE), a “virtual campus”, supporting the needs of all Heriot-Watt students independent of location or mode of study; and
• Support the development of Heriot-Watt as an international university with Scottish roots.
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Heriot-Watt University Key Projects
The University is currently engaged in a number of significant projects, each of which underpins the delivery of our Strategic Plan. The key activities are set out below, along with links to further information:
New Malaysia Campus http://www.hw.ac.uk/malaysia.htm Heriot-Watt University Malaysia is currently operating in an interim location with 170 students. Our new, purpose built, campus in Putrajaya is due to open in late 2014, with ambitious growth plans for the number of students and types of courses offered.
National Performance Centre for Sport http://www.hw.ac.uk/news-events/news/heriot-watt-wins-bid-national-performance-centre-sport-13605.htm http://news.scotland.gov.uk/News/National-Performance-Centre-for-Sport-404.aspx
The NPCS, being built in conjunction with sportscotland and the City of Edinburgh Council, will be at the Edinburgh campus and will feature a Hampden replica pitch, an outdoor synthetic pitch, four outdoor natural football and two rugby pitches, nine court sports hall, a 3G indoor football pitch and a fitness suite, providing world class facilities for sports science and medicine all linked together by a spectacular sports promenade.
Centre for Earth & Marine Technology – the Sir Charles Lyell Centre http://www.hw.ac.uk/news-events/news/new-research-centre-earth-marine-science-14323.htm
Based at Heriot-Watt's Edinburgh Campus, the Sir Charles Lyell Centre will be one of Europe's leading centres for research and expertise in the earth and marine sciences. Jointly funded by UK and Scottish funders, Natural Environment Research Council (NERC), Scottish Funding Council (SFC) and Heriot-Watt, The Sir Charles Lyell Centre will promote innovative research at the core of geoscience, marine ecology, computing, mathematics and engineering. The target completion date for this Centre is December 2015
Oil and Gas Innovation Centre http://www.hw.ac.uk/news-events/news/new-oil-gas-innovation-centre-transform-way-15721.htm
http://news.scotland.gov.uk/News/-10-6m-for-oil-gas-innovation-9a2.aspx
Bringing together academic and private sector partners to create and fast track new, innovative solutions for the oil and gas industry, the Centre will focus beyond day to day issues to address the longer term challenges faced by the industry.
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The University Our 190-year history began in 1821, when we established the world's first Mechanics Institute (the School of Arts of Edinburgh). We have 1,750 members of staff, including 480 academic and 180 research staff. We offer over 400 programmes through our 6 academic schools and 2 postgraduate institutes.
Our international reach Heriot-Watt has approximately 25,000 Heriot-Watt students studying globally. 35% (2,742) of students on our UK campuses come from 123 countries outside the UK. We have 152 exchange and visiting students. There are 10,500 students studying Heriot-Watt programmes through 43 approved learning partners in 35 countries around the world.
Our students We have 7,880 students on our UK campuses, including 5,800 undergraduates and 2,080 postgraduates. There are also 3,181 students at our Dubai Campus, including 2,181 undergraduates and 1,000 postgraduates. See our student profiles.
The Watt Club, our alumni association, was founded in 1854 making it the oldest graduate club in the UK. The Club connects over 88,000 of our alumni.
Our campuses We have 5 campuses: 3 in the UK - Edinburgh, Scottish Borders and Orkney - 1 in Dubai and 1 in Malaysia. Heriot-Watt has 12 halls of residence on our Edinburgh Campus, accommodating over 1,600 students. In addition, £20 million has been invested to build new residences. £35 million has been invested in the Dubai Campus which will treble capacity to accommodate up to 6,000 students.
Finance We provide £6 million in scholarships and bursaries which are awarded to over 400 students each year. The University has £142.6 million income and £139.9 million expenditure. See our annual review: http://www.hw.ac.uk/documents/annual-review.pdf.
Our culture We hold the Bronze Award from the Athena SWAN Charter recognising excellence in championing employment of women in the fields of science and technology, engineering and mathematics.
Key Facts and Figures
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Heriot-Watt consistently achieves high ranking across a number of key university league tables:
• Guardian University Guide 2015 - 13th place overall.
• National Student Survey 2013 - 11th in the UK and second in Scotland.
• Times Higher Education World University Ranking - 22nd in the world for 'International outlook.'
• Times/Sunday Times Good University Guide - 38th in the UK and sixth in Scotland.
Guardian University Guide 2015 • Ranked 13th in the UK and 2nd in Scotland.
• Top in the UK for Chemistry and Civil Engineering.
• Top ten in the UK for: Accounting & Finance, Building and Town & Country Planning, Business, Management & Marketing, Physics, Chemical Engineering and Mathematics.
Complete University Guide 2015 • 33rd in the UK and 4th in Scotland.
• Top ten in the UK for Building, Town & Country Planning, and Art & Design.
Times Higher Education - '100 Under 50' World University Ranking 2014 • 52nd in the world, 7th in the UK and 1st in
Scotland.
• 22nd in the world, based on the 'international outlook' indicator from THE World University Rankings. This indicator examines a university’s international student numbers, its percentage of international staff and the proportion of its research papers published with a co-author from at least one other country.
QS World's Top Universities • We rank 369th in the world, 42nd in UK and 7th in
Scotland. This places us in the top 4%, based on approximation of at least 10,000 universities in the world.
Times/Sunday Times Good University Guide 2014 • Top 10 in the UK for Chemical Engineering,
Building Town & Country Planning & Landscape, Food Science and Mathematics.
• Top in Scotland for Chemical Engineering, Building and Civil Engineering and top 3 in Scotland for Town & Country Planning & Landscape, Food Science, Mathematics, Iberian Languages, Mechanical Engineering, Chemistry, French, and Art & Design.
National Student Survey 2013 The National Student Survey (NSS) is a survey, which gathers opinions from final year undergraduates on the quality of their courses. The survey asks current students to provide honest feedback on what it has been like to study their course at their institution. In 2013, our full time Degree level students told us:
• 9 out of 10 students are satisfied overall with their experience at Heriot-Watt University.
• 90% overall satisfaction rate places us 11th in the UK* and 2nd in Scotland.
• 1st in UK for Chemical Engineering for the fourth year running and also top in the UK for Chemistry
• Top 10 in the UK for: Chemical Engineering, Chemistry, Accounting, Economics, Marketing, European Languages, Building, Civil Engineering and Planning.
• Heriot-Watt University is 1st in Scotland for 11 out of 18 subjects: Biology, Chemical Engineering, Chemistry, Mechanical Engineering, Accounting, Economics, Marketing, European Languages, Civil Engineering, Planning and Maths & Statistics.
Rankings
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Job Description
Purpose of the role:
• Developing and delivering the internal and external marketing and communications strategies in line with the University’s strategic plan.
• Positioning the University internally and externally, and effectively managing the reputation of the University.
• Providing leadership and management to the Marketing & Communications Directorate.
Key Duties and Responsibilities
1. Work collaboratively to devise and deliver the University’s marketing, branding and communications strategy in support of the University’s wider strategy;
2. To manage a team of marketing and communications professionals, and to work with marketing and communications professionals in other parts of the University;
3. Focus on new media to develop innovative approaches and best use of new technologies for all marketing and communications functions across the University;
4. Focus on the use of internal and external websites to create a strong and effective web presence for the University, maximising the use of web technologies across all aspects of the University;
5. Drive and increase awareness of Heriot-Watt’s profile across the UK and abroad;
6. To play a lead in further developing the University’s international brand (this will include the need for regular international travel);
7. Be responsible for devising and delivering sector specific marketing and communications strategies to support the delivery of Student Recruitment and Admissions, both in the UK and internationally (particular focus on Malaysia, Dubai and new international markets);
8. To develop key messages for use across all communications materials and channels, and to work with staff across the University to ensure that
these messages are used effectively;
9. To advise and support senior managers and other staff in the handling of internal and external communications to maintain and enhance the reputation of the University;
10. To advise and support senior staff in developing communications for their areas of responsibility, including providing support for senior staff in the development and delivery of key messages e.g. keynote speeches;
11. To build and maintain positive relationships with colleagues, the media, analysts and customers;
oversee relationships with external PR agencies;
12. To support the activities of internal departments in developing media and communications strategies;
13. Act as a spokesperson for the University as required;
14. Drive the implementation of Heriot-Watt’s existing marketing assets and deliver the
development of new marketing assets;
15. To be responsible for the delivery of a balanced
Directorate budget; and
16. To review the effectiveness of the Directorate and its processes.
Dimensions of the Job The Director of Marketing & Communications reports to the Secretary of the University. Relationships and Contacts:
• Internal: The post holder will work closely with the Secretary, other Professional Services Directors, the Principal, Vice-Principal, Deputy Principals, Marketing and Communications Colleagues and other senior management to develop and deliver consistent key messages in all parts of the University;
• The Director of Marketing & Communications will be a member of the Secretary’s Board, meeting with other Professional Services Directors and School Directors of Administration to provide coherent and cooperative services across the University;
• External: VIP visitors and speakers, leading figures and people of influence, company and public sector chief executives, media, general public, clients and guests.
The post holder will be responsible for formulating and managing the budget for the Marketing and Communications Directorate, ensuring all spend is accounted for and evaluated for effectiveness against targets.
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Knowledge
• A degree in marketing, communications, PR or a related subject.
• Relevant professional marketing or communications qualification (e.g. CIM, CIPR).
• Extensive experience and a proven track record in the field of marketing, PR and/or communications.
• A commitment to the delivery of excellent standards within international higher education.
Experience
• Significant experience working in senior management roles in marketing, communications and PR teams within large and complex organisations in either the private or public sector;
• Strong leadership experience gained at a senior level, with demonstrable ability to manage staff and resources in large and complex organisations, and proven experience in leading and inspiring a team of sales and marketing professionals;
• Strong track record of leading the development and delivery of marketing and communications plans, and the management and delivery of relevant and useful market research, publications and media campaigns;
• Experience of budgetary planning and financial management within large and complex organisations;
• Experience of dealing with confidential information;
• Exceptional internal and external stakeholder management skills, with experience dealing with stakeholders at all levels of seniority; and
• Experience leading international marketing operations, ideally in the Middle East and South East Asia.
Skills
• Highly developed leadership and decision making skills with the ability to motivate and inspire others, including building, leading and developing a team of marketing professionals;
• Exceptional creativity and vision, combined with the ability to think strategically, to drive the development and implementation of marketing and communications strategy and projects;
• Excellent interpersonal skills and professional credibility to work collaboratively with a wide range of colleagues and stakeholders, to develop strong and lasting partnerships both internally and externally, and extend your influence in national and international professional networks; and
• Personal and professional authority, and the ability to negotiate with and influence senior management.
Person Specification
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Salary: £Competitive
Hours of Work: The hours of work will be such as are necessary to ensure the efficient discharge of the duties of the appointment. Some overseas travel will be required.
Holidays: 33 days per annum.
Buildings Closed Days (public holidays): The University has 9 or 10 fixed “buildings closed days” in a year - Good Friday, Easter Monday and 25th December to 2nd January inclusive (with the addition of 24th December where this falls on a weekday).
Pension Scheme: The post-holder will be eligible to join the USS Superannuation Scheme (USS), which is a final salary
scheme. Employees contribute 6.35% of gross salary and the University contributes 14% (16% from October 2009). USS is contracted out of the State Earnings-Related Pension Scheme (SERPS).
Healthcare: BUPA healthcare is available to Grade 10 employees.
Relocation Assistance: The University is willing to consider relocation assistance if necessary; details are available on request.
Staff and the Employee Relations Environment: The University employs approximately 1800 staff and recognises four trade unions for representation purposes – UCU, UNISON, UNITE and EIS. Note: The details above are for guidance and information. They do not form part of any contract or conditions of appointment.
Terms and Conditions of Appointment for:
Director of Marketing and Communications
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Candidates are asked to provide two supporting documents:
• A full and current CV, detailing most recent appointments, salary and level of responsibility; • A brief Application Statement, outlining and entitled, ‘The relevance of my individual achievements to the
position of Director of Marketing and Communications at Heriot-Watt University” Please ensure you have included all relevant contact details including work and home telephone numbers, email address and full postal address. Please also ensure you have completed the personal information form (available for download at: www.edenscott.com/heriotwatt)
Finally, please provide the details of three referees (one of whom should be your current employer) including name, nature of relationship, position and telephone contact details. If you do not wish any referees to be contacted without prior permission, please clearly indicate this.
Applications should be sent to:
Alan Walter Eden Scott Executive 26 St Andrew Square Edinburgh EH2 1 AF
Or via email to:
Further information:
www.edenscott.com/heriotwatt
Key Contacts: Alan Walter—Head of Executive Search
Tel. 0131 550 1148
Mobile 07584 676 007
Key Dates for your dairy:
Closing date for application:
Closing date for applications is 11 July 2014
Preliminary interviews with Eden Scott:
Week commencing 14 July 2014
Formal Interviews and final processes:
Week commencing 28 July: informal meetings with Ann Marie
Dalton
Final interviews will be held week commencing 4 August
How to Apply
