Head of Marketing

Job Description

Position Title: Head of Marketing

Reports to: Chief Operating Officer

Location: Astana, Kazakhstan

Role Purpose

The Head of Marketing is responsible for developing and delivering the strategic marketing and communications activities of Cardiff University Kazakhstan. The role leads the implementation of the University's brand, reputation, and market presence in Kazakhstan and internationally, ensuring alignment with Cardiff University's global brand while responding effectively to the local and regional higher education market.

The postholder will work in collaboration with the Cardiff University marketing team and oversee marketing activities for the Cardiff University Kazakhstan campus, including but not limited to: marketing strategy, digital communications, public relations, media engagement, market intelligence, communications, stakeholder engagement, and reputation management.

The post holder will work closely with the Head of Recruitment to support the activities of the student recruitment team.

Key Responsibilities

1. Strategic Marketing and Brand Development

• Develop and implement an integrated marketing strategy aligned with the University's strategic objectives.

• Ensure consistent application of Cardiff University's brand guidelines across all communications.

• Position Cardiff University Kazakhstan as a leading international university within Kazakhstan and Central Asia.

• Develop annual marketing plans and monitor performance against agreed objectives.

• Identify opportunities to strengthen market position and institutional reputation.

2. Marketing Campaigns and Digital Communications

• Lead integrated marketing campaigns across digital and traditional channels.

• Oversee website development, content management and optimisation.

• Manage social media strategy and digital engagement.

• Produce marketing materials supporting institutional objectives.

• Monitor campaign performance using analytics and KPIs.

3. Communications and Public Relations

• Develop external communications strategies.

• Build relationships with media.

• Coordinate press releases and media enquiries.

• Support senior leadership communications.

• Protect and enhance institutional reputation.

4. Market Intelligence and Stakeholder Engagement

• Conduct market research.

• Analyse competitor activity and student demand.

• Develop relationships with schools, government and industry.

• Work closely with Cardiff University's Marketing and Communications teams.

5. Leadership and Management

• Lead and develop the Marketing team.

• Manage budgets and resources.

• Set performance objectives.

• Promote innovation and collaboration.

Person Specification

Essential Qualifications and Experience

• Degree from a recognised institution or equivalent professional qualification.

• At least five years' senior leadership experience in marketing, communications or brand management.

• Experience within higher education or a comparable organisation.

• Experience developing integrated marketing strategies.

• Demonstrable experience of digital marketing and communications.

• Excellent command of English, Kazakh and Russian.

Key Skills and Competencies

• Strategic leadership and planning.

• Excellent communication skills.

• Stakeholder management.

• Data-driven decision making.

• Project and budget management.

• Creativity and innovation.

• Ability to manage multiple priorities.

• Commitment to continuous improvement.