Director of Marketing

Director of Marketing

Established in 1969 the Wine & Spirit Education Trust (WSET) is an international, not-for-profit organisation and world’s largest provider of qualifications in wine, spirits and sake. Our headquarters are in London (where this role will be based) with subsidiary companies in USA and Hong Kong. WSET is an Awarding Body regulated by Ofqual, our qualifications are offered via a network of 800+ third-party course providers in over 70 countries.

Role Purpose

The overall purpose of this role is to provide strategic brand and marketing expertise to WSET and ensure alignment across the organisation. This will include the strategy, planning and execution of all marketing, communications and events to meet the strategic objectives and operational needs of WSET.

The post holder will report to the Chief Executive and be a member of the Senior Management Team. They will be responsible for effectively managing and developing the central marketing team of 7, with functional dotted-line management of two regional Marketing Executives.

The post holder will be responsible for supporting the growth of our course provider network engaging existing audiences and reaching new audiences to grow WSET candidate numbers globally.

They will use their expertise to enhance our global reputation, build lifelong relationships with our alumni and engage with our staff and stakeholders to demonstrate the impact of what we do.

Key Result Areas:

Strategy and Planning:

● Development and execution of the global marketing strategy, setting a compelling vision that supports WSET’s 5 year strategic plan and business KPIs:

● Work with the Head of Events and Media Relations Manager to ensure events and media strategies are formed and planned to support the Marketing Strategy at global and local levels
● Work with the managers of WSET’s subsidiaries, Business Development Directors and Strategic Planning Team to identify opportunities and develop initiatives to drive new business
● Advise and monitor the regional Marketing Executives’ local plans and activities
● Plan resources including internal marketing team and external contractors to support execution of the marketing plan

● Oversee the direction and development of all digital marketing and communications channels devising evidence-based strategies for improvements to increase traffic/usage and conversions:
● Lead the development of the WSET website as a leading destination for wine, spirits and sake professionals and enthusiasts
● Ensure site is continually optimised to deliver continual improvements
● Ensure best-practice across Digital content, SEO, PPC, Social channels
● Ensure delivery of an engaging and effective email marketing programme
● Oversee the development of all marketing collateral
● Identify partnership opportunities to help reach and engage with target audiences and increase share of voice
● Develop and manage relationships with internal and external stakeholders including Corporate Patrons to support business objectives and to build the WSET brand
● Analyse and report results on a monthly basis

Service Improvement:

● Ensure appropriate processes, tools and resources exist to support professional delivery of marketing, events and media relations across the organisation
● Set standards to ensure quality and consistency across merchandise, materials, editorial and artwork
● Provide professional marketing expertise, including customer insight, to business development teams and delivery teams globally

Brand Management:

● Act as primary custodian of the WSET Brand
● Ensure consistency of the brand and messaging across the organisation, with a focus on minimising brand fragmentation across business units and regions
● Anticipate threats to the WSET brand and develop strategies to counter these threats


● Manage the Head of Events to ensure delivery of joined-up events programme to reach and engage with our key audiences aligning effort, with KPIs to measure success


● Work with the Alumni Relations and Events Manager and Head of Events to ensure delivery against Alumni strategy and annual programme
Ensure ongoing development and growth of the Alumni programme

Media Relations:

● Manage the Media Relations Manager to ensure positive and proactive global media coverage across trade and consumer media aligning efforts with overall marketing and communications strategy, and measuring against defined KPIs

Leadership and Management

● Work effectively as a member of the Senior Management Team to ensure collaborative leadership of WSET’s business and its people
● Lead, shape, develop and evaluate the marketing function to ensure it strives towards industry best practice while supporting the objectives of WSET
● Support the regional Marketing Executives to provide local support and deliver against agreed plans consistent with the corporate brand
● Champion the role of Marketing, Communications and Events in driving organisational success
● Support the Professional and Personal Development plans for direct reports
● Ensure adoption and compliancy of WSET policies and procedures


● Overall financial responsibility for the department’s budgets and delivery against agreed targets established by the Chief Executive
● Monitor monthly income and expenditure ensure that any necessary remedial action is taken
● Responsibility for P&L of the WSET job board

Other Responsibilities:

● As a member of the WSET Senior Management Group, undertake such other tasks as outlined by the Chief Executive from time to time

Personal Specification:

● Proven track record managing multi-disciplined marketing teams, ideally in the fields of education and/or charitable organisations
● Proven track record developing and delivering effective marketing strategies and plans
● Financial expertise and experience of setting and monitoring operational budgets
● General IT skills: Microsoft Office including Outlook, Word, Excel & PowerPoint
● Experience working with CRM platforms
● Experience managing data driven email marketing activities/platforms
● Experience managing integrated campaigns
● Experience managing external agencies
● Understanding of CMS platform management
● Up-to-date working knowledge of SEO, PPC, Google Analytics and digital marketing practices
● Well-honed communication skills including the ability to produce and deliver professional presentations at board level
● Ability to prioritise and work effectively to deadlines
● Excellent communication skills
● Highly organised and results driven


● WSET Qualified
● Working knowledge of Umbraco, wordpress or similar CMS platform experience
● Working knowledge of the dotmailer email platform
● Working knowledge of the Microsoft Dynamics CRM
● Ability to use Adobe Creative Suite (photoshop, illustrator, InDesign)

Personal Attributes:

● Authority to enhance and maintain WSET standards when working with customers and internal stakeholders.
● Honesty and integrity when working with confidential information
● Team player
● Ability to inspire and motivate others

Application Process

Submit your CV and cover letter to

An official WSET application form will be forwarded to you on receipt of your CV. This will need to be returned by the closing date.

Closing Date: 5pm on 18th April 2019

Applicants must have the right to work in the UK

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