Chief Marketing Officer (CMO)

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					                           Chief Marketing Officer (CMO)
Reporting to: CEO, BPP Holdings plc
Based in: London, Holborn but occasional travel will be required
Hours: 37.5 hours per week
Salary: will be a combination of salary, performance bonus and long term incentive plan with
a basic in the region of £100K
Benefits: Permanent Health Insurance, Private Health Insurance, Stakeholder Pension, 30
days annual holiday and participation in the companies flexible benefits scheme

Job Description:
This is a new post which has been created following the acquisition of BPP Holdings by
Apollo Global, a joint venture between Apollo Group, Inc. (the largest private provider of
education in the world and private equity firm, The Carlyle Group). The CMO is the principal
marketing executive for the BPP group of companies (2008 revenues of £163M) and has a
primary responsibility for BPP’s marketing activities. In this newly established position, you
will be responsible for building and leading the marketing division of a £160M education
company: creating, implementing and monitoring a full spectrum of marketing, branding and
communications activities to help BPP become the European education provider of choice in
our markets. The post holder will report to the CEO of BPP Holdings plc and work closely with
BPP’s parent company, Apollo and its key executives. You will be a key adviser to the CEO,
board and business line leaders, helping to position the individual and aggregate services of
our business.

Key priorities:
   • Create one BPP group-wide marketing function for companies using the BPP brand
       (currently BPP operates with several divisional marketing teams). It is envisaged that
       this will include: Corporate Marketing (Brand, Campaign co-ordination), market
       research/intelligence, B2B marketing and alumni), Sector Marketing for BPP’s
       relevant sectors, Communications (public affairs, public relations, events, internal
       communications), International and Web teams.
   • Lead the marketing function to support the achievement of targeted revenues across
       the business units
   • Ensure that marketing is close to the business managers running the business units
       that make up BPP
   • Leverage the capabilities and resources of BPP’s new parent company to accelerate
       growth

Key responsibilities include:
• Leadership of a team of approximately 40 marketing personnel and web team based in
   Holborn, London
• Strategic leadership of BPP’s marketing, ensuring that it reflects the direction, brand
   ambitions and financial goals of the company
• Develop an overarching branding strategy for the business
• Oversee and manage the analysis of marketing and enrolment data to identify trends and
   ensure cost effective strategies, including measuring brand awareness, lead analysis,
   advertising effectiveness and response rates
• Conduct market research as part of the process for launching new/evaluating existing
   programmes as well as entering new markets and/or maintaining position in the existing
   markets
• Product development – co-ordination of a customer driven portfolio by ensuring that the
   products and services are consistent with customers needs, co-ordinating inputs from key
    stakeholders and continuously reviewing portfolio mix. Driving corporate as well as
    student offering. Support business unit leaders in the identification and development of
    new products
•   In partnership with business unit leaders: develop coherent, customer-centric marketing
    plans capable of effectively supporting the achievement of the planned student / delegate
    / client numbers and the targeted revenue by business unit, and for the business as a
    whole
•   Monitoring of business performance by product type, revenue, market share, profitability,
    enhancing the customer journey
•   Financial management of the BPP Group Marketing & Communications budget
•   Assist in establishing a coherent international marketing strategy to support international
    recruitment
•   Support the business development function in the delivery of campaigns to drive interest
    and leads amongst corporate/professional service firms/government sector
•   Work closely with enrolment functions to deliver high quality leads for conversion and to
    create the highest possible customer experience
•   Oversee planning and delivery of effective, innovative and measurable marketing
    campaigns to deliver brand messages and hit target revenues
•   Create a group-wide communications function responsible for public affairs, public
    relations and internal communications
•   Develop, lead and motivate the team of commercially focused marketing professionals
    and review the appropriateness of the structure of the team
•   Support the international offices of BPP and BPP’s wholly owned subsidiary, MPW in
    their marketing outreach as required
•   Work with Apollo Global to identify opportunities for synergies, joint activities with other
    Apollo brands, skills and resource transfer etc.
•   Provide pro-active support and development for the Marketing Operations Director

Key Activities include:
• Competitive intelligence
• Market research and analysis
• Direct marketing and lead generation
• Digital marketing and website management
• Paid for and organic search
• Brand protection and promotion
• Communications (Public Affairs, Public Relations and internal)
• Events (recruitment and thought-leadership)
• Product management and customer life-cycle management

Person Specification

Education and Training
• Educated to degree level or equivalent                                           E
• Evidence of continuous professional development                                  E
• CIM qualified, ideally Chartered Marketer status                                 D

Experience
• Extensive marketing experience with a proven track record of delivering
   and executing successful marketing plans                                      E
• Proven project management experience                                           E
• Proven track record of financial management                                    E
• Demonstrated ability to collaborate and successfully deliver results in a central and matrix
   structured organisations                                                      E
• Demonstrated experience in building a marketing division/function              E
• Understanding of the education and/or training sector                          D

Skills and Abilities
• Ability to deliver a high quality service and commitment to
    continuous improvement                                                         E
•   Ability to lead, motivate and inspire others                                   E
•   Ability to see problems and obstacles as challenges                            E
•   Computer literate                                                              E
•   Ability to delegate and set realistic targets for team members                 E
•   Flexibility to accommodate peaks in workload                                   E
•   Able and willing to work, on occasions, evenings and weekends                  E
•   Able and willing to travel, on occasions                                       E
•   Understand the need for and use of data but not be paralyzed by analysis       E
•   Be digitally orientated and savvy                                              E


Personality
• Excellent communication and interpersonal skills                                 E
• ‘Can do’-attitude                                                                E
• Customer focused                                                                 E
• Good sense of humour                                                             E


Application process
Submit the following documents to hannahduncan@bpp.com [INSERT DATE]

    1. Covering letter stating why you are suitable for this role
    2. Completed BPP application form

Short listed candidates will be invited for interview during which they will be asked to present
their vision for leading the marketing function at BPP.

BPP

BPP was established in the mid 1970’s as a niche accountancy training provider and was
listed on the London Stock Exchange in the mid 1980’s. In July 2007 the last of the original
founders retired from BPP and in July 2009 BPP was acquired by Apollo Global Inc, a US
subsidiary of the largest for-profit higher education business in the world. BPP today operates
with over 40 offices in 17 different countries and in the following operational divisions:

BPP Professional Education – which comprises BPP’s International School of Finance
(providing training for external accountancy, actuarial, finance and taxation exams, BPP
Learning Media (BPP’s publishing arm, publishing study texts in 136 different countries), BPP
Professional Development (providing continuing professional education for qualified
professionals in a variety of disciplines and more general short course provision)

MPW – the premier private providing of education for the 14-18 market with a concentration
on the traditional “A” level market. MPW is a distinct separate brand from BPP and operates
in London, Cambridge and Birmingham.

BPP College of Professional Studies – which comprises BPP Business School (launched in
2009 providing niche postgraduate and professional programmes in accounting, finance,
marketing, management and human resource management) and BPP Law School which is
the premier postgraduate Law School brand in the UK with most major law firms sending
trainees to study with BPP.

				
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Description: Chief Marketing Officer (CMO)