Assistant Manager, Brand and Campaigns

Heriot Watt University

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Job Description

The Marketing, Student Recruitment, Admissions and Communications Group is at the heart of attracting, engaging and delivering exceptional student and stakeholder experiences. From award-winning marketing campaigns, global student recruitment activities, and communications that put Heriot-Watt on the global stage, our Group delivers professional services that support the University’s strategic ambitions. 

The purpose of the role is to lead and manage the planning, delivery and evaluation of exciting and creative multi-media marketing campaigns to deliver ambitious student recruitment targets and global brand marketing objectives across our stakeholder audiences, aligned to the University’s Strategy 2025, against a backdrop of challenges that COVID-19 brings. 

The Assistant Manager role reports to the Senior Manager in Marketing and Campaigns, and this role will work within a cross-functional marketing team to shape and deliver effective marketing strategies and plans for all Academic Schools, ensuring their portfolio offering is in line Annual Plans and Strategy 2025. The role holder will engage with all levels of academic school stakeholders to manage the delivery of plans and teams that meet clear student recruitment and reputation objectives.

Key Duties and Responsibilities

1) Marketing Initiatives

  • To manage all marketing initiatives to ensure on-brand positioning and awareness across all aspects of the marketing mix in a timely manner. 
  • To manage marketing communication, ensure that the clear and powerful messages of the campaign, product, brand, and value proposition to each market segment and are in accordance with the Heriot-Watt University’s guidelines. 
  • To ensure marketing initiatives are implemented based on alignment with the Academic School’s portfolio and focus. 

2) Strategy and Reports

  • Work with Senior Manager for Annual Plan development that is aligned to the AP 2.0 framework. 
  • Monthly Tracking, monitoring, and reporting critical market and competitive research, data, and analytics to drive insights. 
  • Monitor and report competitive analysis/market intelligence, prospecting, lead generation, promotions, communications and budgets, strategic planning, and customer/revenue retention and growth. 
  • Review and report on all Student Acquisition campaign by the end of intake with Senior Manager for stakeholder management 
  • Track, monitor, and report all aspects of marketing planning, budgeting to ensure timely payments. 
  • Manage external agencies to ensure deliverables are of quality and given efficiently in a timely manner. 

3) People Management

  • Manage external agencies to ensure deliverables are of quality and given efficiently in a timely manner. 
  • Manage and lead the Academic Schools to work cohesively to ensure campaigns are executed in accordance with timelines. 
  • To be agile in a fluid environment to suit a face to face and/or virtual audience engagement. 

4) Portfolio management

  • Brand Management: Develop brand strategies, drive brand health growth, plan and implement brand campaigns that elevates the brand profile in our market. Assist in research studies to identify source of brand and business growth opportunities. Stay current on brand trends and monitor competitive activities closely. 
  • Academic School Relationships: Develop and maintain mutually beneficial relationships with Academic Schools and Professional Service colleagues, providing advice and guidance on marketing and brand-related matters, and foster a customer-focused approach to all activities. Share marketing strategies, plans and campaign performances with Academic Schools that are aligned with ambitious targets of attracting high quality students. 
  • Event Marketing: Support University/Academic School events, including planning and content and asset creation for virtual and on-campus Open Days, webinars, live social stream, business, and community events. 
  • Website & Social Media content: Collaborate with the global website, social media & content teams, lead in the development of local content and creatives to optimise opportunities and to grow digital presence for the University. 
  • Regulatory Compliance: The post-holder is responsible for ensuring the academic school marketing communications meet quality standards and comply with University brand and regulatory requirements i.e. Competition and Market Authority (UK), JPA, MQA, GDPR,PDPA accessibility, etc. 

5) Digital Marketing

  • Lead Generation: Lead in the development and implementation of digital student acquisition campaigns with data and analysis. Optimise campaign effectiveness with other marketing tools. 
  • Marketing Effectiveness: Measure the effectiveness and efficiency of digital marketing campaigns against agreed Cost per Lead (CPL), Cost per Acquisition (CPA) and Return of Investment (ROI) metrics, and where possible, identify and make improvements. 

6) Any other duties

Not limited to those listed, which are deemed necessary by the Senior Marketing and Campaigns Manager and Head of Marketing to deliver business needs.  

Please note that this job description is not exhaustive, and the role holder may be required to undertake other relevant duties commensurate with the grading of the post and its general responsibilities. Activities may be subject to amendment over time as the role develops and/or priorities and requirements evolve.

Person Specification

Education & Qualifications


  • Degree or Postgraduate (or equivalent qualification)


  • Degree



  • With at least 4 years of Marketing or Communications experience, delivering highly effective campaigns to deliver ambitious outcomes
  • Good understanding of relevant legal, statutory and governance requirements


  • Experience in the youth segment
  • Experience working with global brands

Competencies, Skills & Knowledge


  • Strong operational, project management and public speaking skills.
  • Experienced in assisting in the development of strategies, developing and managing for implementation of marketing strategies that have consistently met or exceed planned objectives
  • Leadership experience in managing a marketing initiative in a timely manner with hands-on collaborative style of working
  • Excellent written and verbal communication skills.
  • Well versed with Microsoft Office applications. Has technical experiences with Office 365 and creative in video/written content for effective delivery if information 
  • Proven track record on digital marketing experience
  • Ability to work and cooperate in a team-oriented environment – people oriented with warm and cheerful disposition. Creative, resourceful, customer focused.
  • Willing to work beyond normal working hours, including weekends and public holidays.


  • Proficiency in speaking and writing English and Bahasa Malaysia. Mandarin would be a bonus.
  • Travelling will be required from time to time.
  • Ability to work well under pressure on simultaneous tasks.

Special Factors (if applicable)

  • Enjoys being part of a university campus, developing the role as the campus grows, and willing to take a ‘hands on’ approach from the outset.

Essential Criteria – these are attributes without which a candidate would not be able to undertake the full remit of the role. Applicants who do not clearly demonstrate in their application that they possess the essential requirements will normally be eliminated at the short-listing stage.

Desirable Criteria – these are attributes which would be useful for the candidate to hold.  When shortlisting, these criteria will be considered when more than one applicant meets the essential criteria.

Application Process

Due to Malaysian Immigration restrictions, we regret to inform that this position is only open to citizens or permanent residents of Malaysia.

Applications should be submitted to Oracle system. 

Applications must be submitted by 15 July 2023. If you are not contacted by the selection committee by 31 July 2023 then please assume that on this occasion your application has been unsuccessful.

The University is committed to equality of opportunity.

Heriot-Watt University Malaysia is seeking to recruit enthusiastic candidates with experience in Construction Management or Quantity Surveying. Successful candidates will be expected to build research over time. Successful candidates will also be expected to develop strong links to colleagues at the Scottish campuses to deliver high-quality learning and teaching, contribute to the continued development of the programmes offered to students and develop research in association with the Academic Schools in the UK.

Postholders will be expected to have a broad knowledge of a range of topics within the sphere of their chosen discipline, and an interest in research activities.

The role will be based at the University’s campus in Putrajaya, the administrative capital of Malaysia. Programmes will be delivered in English and so fluency in English is essential.

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