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Marketing Manager - Learning

Date: Jun 10, 2021

Location: Leeds, United Kingdom

Company: KPMG UK

The Team
Connected Learning
We offer an end-to-end learning service that combines advisory, specialist content, and learning delivery, building on the capability developed for clients. Our interdisciplinary Connected Learning department aims to create a culture of learning by delivering quality, innovative learning that is easily accessible, embedded to the learner’s role and has a measurable impact. Connected Learning is an emerging, but integral part of our Consultancy practice and brings together KPMG's breadth and depth of subject matter expertise with our learning design and technology skills and capabilities to help improve individual and organisational performance. It is an exciting capability area that seeks to tackle the full breadth of clients’ learning needs.

One of our key learning projects is to work with external partners and Her Majesty's Civil Service to integrate and coordinate service delivery and customer experience of cross-government learning for the United Kingdom’s Civil Servants. As part of this Learning 2020 project, we are responsible for coordinating multiple service providers, tailoring learning content, delivery of ‘off the shelf’ learning products, and measuring impact and effectiveness. We aim to help the Civil Service embrace a culture of learning, increase the range and quality of learning solutions, and improve the value for money of its learning and training interventions. We aim to help the Civil Service provide its staff with a seamless and impactful learning experience that is coordinated and built collaboratively to leverage leading practices and subject matter experts from multiple industries and service providers.

The Role
The Marketing Manager is responsible for creating and implementing learning and development-related marketing and communications strategies in accordance with KPMG’s learning and development products and solutions strategy and objectives. The Marketing Manager needs to work with internal stakeholders and suppliers to design and implement marketing campaigns, design marketing products and host events that lead to increased brand recognition and sales for KPMG learning and development products and solutions.
The Marketing Manager will be passionate about building awareness and working collaboratively to translate product specifications into captivating marketing material and reaching potential and existing clients.
As a role model, the Marketing Manager must embody KPMG’s values and build commitment and belief toward the accomplishment of the team’s goals.

- Develop the marketing and communications strategy for the L2020 contract to support and drive the business objectives of KPMG, our clients and core lines of business
- Align the strategy to support annual growth and revenue targets and actively contribute to the identification and conversion of sales opportunities. This will include the uptake of both open and closed bookings, for example
- Activate the strategy by translating agreed themes and propositions into an integrated marketing plan. Quarterly plans should be underpinned by relationship-building and revenue- generating campaigns
- Collaborate with subject-matter, business development and sales leads to identify and translate client issues into go-to-market messages for diverse audiences and channels
- Facilitate strategic marketing interventions such as account planning, stakeholder mapping and customer surveys etc. to inform business and marketing planning and effectively shape priorities and investment decisions
- Own and manage account-based marketing initaitves to drive relationships and opportunities with key segments across the Civil Service. This may include forming and leading mini project teams to support go-to-market priorities
- Manage team workflow and the associated priorities, resources and timelines to deliver on time and to budget
- Interface with clients and customers on marketing projects, deliverables and relationships. This may include support with winning new business, such as bids and proposals
- Apply knowledge of the Civil Service and L&D sector to produce an editorial pipeline with the aim of building KPMG’s market presence. Use editorial and thought leadership content to deepen and extend KPMG’s voice and brand equity
- Champion the L2020 brand and establish a consistent, best practice approach for the production and dissemination of assets. Measure impact and sentiment to evolve this over time
- Guide the development of new creative assets – from strategic resources to build relationships and brand, through to tactical assets to drive awareness and uptake
- Shape and oversee the management of key events – such as business development activity with priority accounts through to regional roadshows for broad audiences
- Set KPIs and provide high quality management information (including ROI) on the performance of marketing activities and programmes
- Take responsibility for the marketing budget, report on the effectiveness of spend and manage day-to-day cost effectiveness decisions
- Manage team processes to maintain team performance and adhere to wider programme governance
- Develop relationships with the UK and international marketing, PR and internal communications communities to promote and leverage initiatives
- Performance management within the team
The Person

- Demonstrable experience in a marketing and communications discipline, with proven experience of the L&D sector
- Understanding of KPMG’s brand and marketing guidelines
- BA university degree or equivalent
- Marketing and communications qualification, ideally CIM qualified
- Experienced marketer with a proven ability to deliver campaign activity across a broad range of channels and audiences.
- Highly creative and innovative with a strong grasp on existing and emerging marketing techniques (including digital technologies).
- Excellent communication skills - able to listen, analyse and present complex concepts to a variety of audiences, both verbally and through clear and descriptive written work.
- Strong interpersonal, project management and organisation skills with exceptional attention to detail.
- Comfortable working with and challenging both stakeholders within the team and the wider business.
- Resilient; with experience of working under pressure and managing conflicting priorities.
- Comfortable making decisions independently, while informing and consulting others relevant matters
- Good business and commercial acumen
- Continually working towards a culture of inclusion
- Able to thrive in a fast-paced, dynamic and evolving work environment.
- Prior experience working with the Public Sector and Central Government
- Proficient in all MS Office packages and knowledge of CRM systems

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