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Communications Strategy Lead

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This role offers the ability to work on ground breaking research projects at one of the most well regarded education organisations in Australia, and still be able to have a work life balance that allows you to have a social life then you will want to read on.

In this role you will lead the development and delivery of communications strategies for brand, performance and product marketing; ensuring all approaches and executions are grounded in behavioural psychology and speak to the organisations target audiences. This role will work to identify what barriers the brand needs to overcome for campaigns and always-on activity, devise how best to address those barriers and will design bespoke communications plans, consumer journeys and message hierarchies to achieve objectives. Communications planning and strategy at this organisation is an integral process and this role will work closely with discipline subject matter experts across the marketing division to ensure optimal channel mix and message, seeking constant optimisations and improvement.

Position context..

Working in this role you will sit in the Brand and Content Unit which is part of the Marketing Division and supports the organisation by leading the overarching brand strategy and its delivery across the whole organisation as well as significant brand positioning campaigns in the domestic market to drive brand equity. It also drives the development of content strategies and oversees its execution through content marketing, campaigns, communications, public relations, social and merchandise. In this role you will report to the Head of Brand and Content and supervise two members of staff.

 

Key Responsibilities..

You have a deep understanding of the key drivers and barriers for the organisation, and implementing effective solutions across brand, cohort, product and performance marketing activities.

You are able to develop consumer journeys and identify the optimum channel mix to achieve objectives.

You will plan how campaigns and marketing activity will roll out – identifying what the brand needs to say at each point across the journey and how all the creative elements in the campaign works together, taking an iterative approach to campaign optimisation and roll out.

You will driving the use of behavioural science through the marketing division by embedding the organisations attainable audience blueprint in all planning and creative executions and leading the training and upskilling of staff in how to use behavioural science to better their communications.

You have staffing responsibilities and must therefore ensure staff and own adherence to University policies and procedures, including but not limited to those relating to equal opportunity, occupational health and safety, risk management, staff development and staff performance planning and review.

 

Key duties..

To work closely with the market insights team and behavioural science agency to constantly iterate and develop deeper understanding of the organisations attainable audiences and embed this knowledge across the marketing division.

To work closely with the brand and content, performance and product marketing teams to define communications requirements for marketing activities

To develop and deliver bespoke communications strategies, plans, frameworks, message hierarchies and toolkits dependent on the project or campaign. At times this work will be outsourced to agencies, however you will lead this piece and take on the majority of this work

You will work across the division to optimise and improve live activity by identifying what is working, what isn’t, and propose and test solutions working with internal subject matter experts.

To lead the development and delivery of the organisations sports marketing communications plan to effectively position us in the Victorian and National markets.

Lead the universities school leaver marketing communications plan, ensuring a cohesive year-long plan that capitalises on major milestone across the year.

 

About you..

To be successful in this role you are willing to enthusiastically embrace the you will be a person who is ambitious for the University’s success and optimistic about its future; and will display diligence, have great resolve and a focus on producing results. You will enjoy the responsibility of a flexible working environment and be self driven for success. Ideally you will have had past agency experience or a career track record of working with companies in different that will enable you to use your past experiences to lean on the best option for the University. 

 

Essential Selection Criteria

Training/Qualifications:

A postgraduate degree or progress towards a postgraduate degree in business, marketing, communications, media and public relations with significant relevant experience, or an equivalent combination of relevant experience and/or education/training.

Experience:

Experience in developing and delivering communications strategies across a variety of marketing programs, including always-on and time-bound campaigns.

Experience in developing and delivering messaging hierarchies to meet the needs of the audiences through all marketing channels.

Agency experience in a brand planner or communications planner role highly desirable.

Skills/Techniques:

Ability to see a clear path forward in environments of ambiguity, and to deliver to conflicting priorities

Strong grasp of behavioural psychology, understanding behaviours, biases and motivations and their effect on brand choices.

In-depth knowledge of various communications strategy approaches and frameworks, and adapting them as appropriate to meet the specific needs of a programme and project.

Demonstrated communication and interpersonal skills and be able to present communications planning in a way that will bring it alive for internal audiences and gains buy in from stakeholders.

Strong grasp of utilising research to develop key insights to formulate communications strategies.

Proven capability to work positively and effectively as part of a collaborative work team, to accommodate and work well with different working styles and to work independently where required

A practical, realistic and hand-on approach to delivering communications strategy as appropriate for the scale of the project.

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