Marketing Lead (Mental Health) 12 Month Contract

Job Purpose 

We are seeking a dynamic and experienced Marketing Lead to drive strategic marketing initiatives within AFG with a particular emphasis on our mental health services. This role is pivotal in enhancing our brand presence, engaging key stakeholders, and developing impactful campaigns that promote our work, service accessibility, and patient engagement. 

To support the Marketing and Communication Manager with the development, delivery and evaluation of award-winning marketing campaigns commensurate with the Business Plan and divisional service plan initiatives for Mental Health. 

You will create robust and measurable campaign plans from concept to brief to execution in a timely and cost-efficient way. This will involve working across functions to engage and capture stories, thought leadership, case studies and activities to ensure the content plan is ready to go to market. This will involve working with agencies where appropriate and key internal stakeholders. 

You will explore external event and conference opportunities to help us raise brand awareness and corporate profiling, this will include overseeing sponsorship and speaking panels on behalf of our executive and leadership team. You will work closely with the Marketing and Communications Manager to identify, align, and apply for industry awards. 

Key Accountabilities and Responsibilities 

Dimensions 

• No direct reports 

• No allocated budget 

Principal Accountabilities 

• To deliver measurable marketing and campaign plans utilising and initiating the full capabilities of the marketing toolkit to support AFG three-year growth strategy and the delivery of connected campaigns to key mental health service line priorities:  

• Staff retention and recruitment. 

• Independent Hospitals 

• Supported Living 

• Enhanced Mental Health 

• Crisis Mental Health 

• Responsible for liaising with internal departments to execute marketing deliverables and ensure project timelines are met. 

• Create compelling content to engage various audiences, including our colleagues, patients, healthcare professionals, and stakeholders. 

• Responsible for building, developing and owning the AFGs’ mental health case studies and stories library. 

• Identify a list of annual industry awards in collaboration with cross functional services, overseeing the application process from start to completion and communicating success accordingly. 

• Create, communicate and oversee an annual industry events calendar and attendance, producing proposals for speaking and PR opportunities. 

• Responsible for keeping marketing collateral in line with AFG’s brand guidelines including but not limited to branded merchandise, physical spaces, digital materials, etc 

• Support surveys, focus groups, workshops and stakeholder engagement programmes and translate outputs into clear messages for campaign activities. 

• Ensure AFG brand and templates are effective, appealing, and firmly creative in a competitive position in the market. 

• List and keep an eye on AFG competitors, partners and commissioners. Ensuring that relevant industry news at a regional and national level is communicated. 

• To support PR and creative agencies as agreed with the Marketing and Communications Manager, ensuring assets are costed as part of any campaign activity. 

• Work closely with the Commercial Marketing Lead to develop target audience databases to support targeted email campaigns. 

Skills & Knowledge

• Demonstrable knowledge of devising marketing tactical delivery plans to deliver against the organisation’s strategy and engage, educate and motivate the target audience. 

• Ability to write content that tells an organisational story and builds narratives, engaging audiences across multiple channels. 

• Strong creative understanding, and able to assess the measures that will maximise response rates. 

• Strong communication skills to brings teams together to deliver campaigns. 

• Able to work under pressure, making or escalating decisions where necessary and adapting to meet changing circumstances as required. 

• Ability to manage and motivate team members to achieve organisational goals. 

• Ability to manage key external relationships with designers and suppliers. 

Values & Attitudes

• Takes personal responsibility and holds others to account. 

• Solution focused and has a “can do attitude”. 

• Inspires others with their passion and enthusiasm. 

• Demonstrates honesty and integrity and demonstrates through their behaviors the organisational values. 

• Embraces change, viewing it as an opportunity to learn and develop. 

• To be accurate and methodical in approach to work. 

Experience

• Proven experience of designing, implementing and delivering campaign marketing aligned to organisational strategic objectives. 

• Budget management and working within a defined budget allocation for marketing activity. 

• A Passionate marketer with a good knowledge of the latest trends. 

• Proven experience of planning and delivering end to end multi-channel direct marketing campaigns. 

Qualifications and Training

·       Educated to Degree level or relevant of 5 years’ experience in campaign management. 

We’re Alternative Futures Group, a health and social care charity providing specialist support for people with a learning disability or mental health condition.

We’re proud to have been positively changing lives and enabling people to achieve amazing outcomes for over 30 years.

We have a vision to create a world where amazing people do amazing things every day. Our skilled and experienced teams work with every person we support to create a personalised, outcome-focused plans to achieve their aspirations.

As a ‘values based’ employer, the people that work for us genuinely care about the people they support, and we are seeking likeminded people to join our team.  If you are passionate about working in Health and Social Care and have a real desire to make a positive difference to the lives of the people we support then we would love to hear from you.

At AFG we also recognise the contribution and value that our staff make.  We would not be able to provide the life changing support that we do without people like you!

In return for your contribution we will support you throughout your career and we provide a wide range of employee benefits, career development and lifestyle support services to ensure that you too feel supported, fulfilled and valued from day one of your employment with us.