Job Description

About QS QS is the world\'s leading provider of services, analytics, insights, and intelligence to the global higher education sector - supporting university excellence across the world. Our student recruitment and enrolment solutions enable universities and business schools to connect with talented individuals seeking to further their academic progress and career development. Our portfolio of professional services includes consultancy, student mobility and academic partnerships management, and branding solutions. We publish highly visible and influential rankings of international universities, including the QS World University Rankings\xc2\xae which reaches a global audience of hundreds of millions of people. Founded in 1990, our activities span across 50 countries, working with over 2000 of the world\'s leading higher education institutions and over 12,000 employers.
Headquartered in London, QS has over 650 employees globally with offices in 14 different countries, including Australia, Malaysia, India, Romania, Singapore, France, Germany, and the USA. QS keeps growing organically, through acquisition and by recruiting top talent across key regions. What inspires us? At QS, our culture fosters a flexible working environment that encourages our employees to own their career whilst personally and professionally thriving. We collaborate, respect, and support each other \xe2\x80\x93 and as a company, our values underpin these. Our mission is to empower motivated people around the world to fulfil their potential through higher education, and to ensure everyone has the same opportunity to achieve that potential. We celebrate the diversity of our teams and believe through sharing our experiences we can learn from one another and become stronger together, which enables us to achieve our goal. At QS, you\'ll be responsible for implementing real change in the international higher education landscape, full of exciting and interesting challenges where you can drive positive impact across the business. The Marketing Team The marketing team at QS serves as a central function supporting the business in hitting its objectives. We are a team of circa seventy specialists from across the full spectrum of marketing. Operationally we fall into one of eight teams

• Regional Marketing (predominantly events marketing)
• Marketing Automation
• Creative
• Content (including editorial, copy, social, and video)
• Institutional Marketing (B2B)
• Paid Marketing
• Marketing Operations
• PR, Brand and Comms

We generally serve two key audiences \xe2\x80\x93 B2C (typically students) and B2B (typically higher education institutions). As custodians of the iconic QS brand, we\'re continually exploring new ways to bring our recently rebranded identity to life. You can enjoy the best of our creative and social work on the brand across our social accounts (@topunis on Instagram, for example). We\'re a team that prioritises enjoying what we do and having fun. We\'re data-curious and in the vanguard of digital transformation at QS. Over the course of the last year, we have introduced operational processes and control through project management (ClickUp) and significant upgrades to our marketing tech stacks including the reinstancing of HubSpot \xe2\x80\x93 ensuring we stay ahead of the competition and serve our customers to the best of our ability. Context Setting As of November 2022, we had three separate marketing automation teams operating across three marketing platforms \xe2\x80\x93 Marketo (B2B), HubSpot (B2C) and IBM Acoustic (Enrolment Solutions). As of January 2023, we have moved our B2B marketing automation to HubSpot and have rebuilt our B2C instance within HubSpot to maximise our ability to fully leverage the HubSpot platform and reporting across the business. QS is entering into a period of remarkable investment, transformation and growth and Marketing automation is central to this growth vision. To enable this, we are building a centre of excellence for marketing automation to serve all of our audiences, which this role will lead. Our Needs

• Build and optimise effective student communications to drive event attendance, optimise spend and reduce our marketing COS%
• Build effective omnichannel student communications to enable us to support students through their decision-making journey, providing them with the right tools and engagement at the right point of time to take them from researching to enrolment.
• To support the lead acquisition and nurture of our institutional leads, increase our engaged contacts and monitor lapsed, renewal and new customers effectively.
• Increase engagement and conversion of an increasing pool of prospective students serviced on behalf of our University clients via our Enrolment Solutions business through effective email and SMS marketing communication strategies and tactics.

The role The Director of Marketing Automation will manage and lead the newly combined B2C and B2B marketing automation teams to create a centre of excellence for student and institutional communications, ensuring as a business we are sharing insight in communications practices and engaging with our end users in the most effective way \xe2\x80\x93 whether for a client, for our candidate communications, or for client engagement and management. Role responsibilities: Team Leadership

• Manage a team of initially 7 marketing automation and communication specialists in the UK, India and Malaysia across student communications (B2C) and institutional communications (B2B) who operate within the HubSpot platform.
• With senior stakeholders across Enrolment Solutions and Marketing, manage and orchestrate the timely integration of the existing enrolment solutions marketing automation team (13 team members (operating within the IBM Acoustic platform) to the central marketing team (anticipated in the second half of 2023).

• Lead and manage the Marketing Automation team, develop and own the marketing automation strategy and execution of objectives for QS as well as for contracted QS clients \xe2\x80\x93 one structure to serve both with heads for each of the three constituent parts: student communications, institutional communications and enrolment solutions.
• Identify and build testing and optimisation opportunities to improve communications performance, user engagement and conversion.
• Leveraging on strong technical project management capabilities \xe2\x80\x93 requirements analysis, technical development and testing, risk, and impact analysis \xe2\x80\x93 to successfully deliver on marketing and automation projects.
• Successfully manage team performance, resourcing levels and budgets to meet QS service levels and client expectations.
• Adopt and uphold a results-oriented approach to Marketing Automation, improving campaign outcomes through detailed results analysis.

• Responsible for data governance within the marketing platforms employed, adhering to the global QS data governance structures and guidelines.
• Represent the interest of the business in interactions with vendors and relevant support services to ensure sustainability and scalability of the service.

Marketing Automation

• Leverage on Machine Learning, data-driven insights, and marketing automation best practices to inform both QS and client marketing strategies and plans.
  
• Work with senior stakeholders in the business to present and communicate our global marketing and automation strategy and roadmap.
• Design and build best-in-class marketing and automation strategies to improve student and client acquisition outcomes, in collaboration with the regional and institutional marketing teams.
• Drive reporting requirements and work with our Business Intelligence and Reporting team on data dashboards and reports to communicate campaign results, combining knowledge of the business with Marketing and Automation techniques to provide insightful metrics.
• Work with our Enrolment Solutions teams on pre-sales activity, including communication with prospective clients and clients about our marketing and automation services.
• Work with the Chief Marketing Officer and Client Success Directors to manage our Marketing tech stack and tools in accordance to budget and plans, including subscriptions and licenses, managing ongoing upgrades and migrations as needed.
  
• Work with our TechOps and Developer teams where necessary to adhere to company policies on information security, data privacy and governance and development best practices.

Key skills and experience:

• An expert user with HubSpot, IBM Acoustic, Marketo or other marketing automation platforms.
• Experience in managing teams to build and optimise marketing communications flow, to deliver tangible business impact.
• Exceptional communication and interpersonal skills, with the ability to communicate effectively with internal and external senior stakeholders.
• Excellent project management skills.
• Experience working with international clients and stakeholders will be preferred.

• Proven track record in data analysis, with experience in Tableau or other reporting tools.
• Able to own and drive product roadmap and demonstrate technical acumen to design solutions.
• Ability to work in a fast-paced environment, often under tight deadlines and timeframes.
• Prior experience in a marketing management or technical leadership role.
• Strong communication skills and experience of representing automated marketing solutions to clients.