Job Title: Head of Marketing & Events
Reports to: Chief People and Operating Officer
Responsible for: Marketing, Engagement & Events Manager
Job Purpose
The Head of Marketing is responsible for helping to effectively deliver productive, efficient and cost-effective marketing services across Alternative Futures Group and for the individual divisions i.e. Learning Disability and Mental Health.
Responsible for the delivery of the corporate and divisional operational marketing plans, the Head of Marketing & Events will ensure that all marketing and communications activity is fully aligned to the organisations strategy, business plan and vision, mission and values.
Dimensions
- 1 Direct report – Marketing, Engagement & Events Manager
- Team of 6
- Up to £1m
Principal Accountabilities
Marketing
- Lead the marketing and events team, with responsibility for all people related activity.
- Initiate, develop and manage the implementation of the corporate and divisional operational marketing strategy and plans, ensuring that all marketing activity reflects the individual divisional priorities.
- Take responsibility for the production and distribution of organisations promotional materials including the website, commissioning of advertising and promotional campaigns, organisation and promotion of recruitment and stakeholder events throughout the year.
- To develop and deliver robust ROI metrics and report success against plan to business area/Executive teams on a regular basis.
- Responsible for ensuring that all marketing activity is fully aligned with all external and internal communications.
- To ensure that all marketing materials are of the appropriate standard and quality and meet the brief as required.
- To oversee all organisational advertising in all types of media and ensure that all advertising opportunities are researched, adequately assessed and evaluated including new technologies.
- Develop and deliver additional marketing activities as required, to ensure the organisations growth targets are met.
- To oversee the gathering of marketing data being collected by the marketing team and ensure that all direct mailing activities are being pursued.
- To actively promote the professional corporate image of organsation.
- Attend relevant senior external and internal meetings on behalf of the organisation.
- Responsible for innovation within the marketing and planning activities of the organisation including research into best practice.
- Ensure a high standard of customer service to support other departments to ensure that marketing briefs are being translated to the design team in a timely and appropriate way to enable them to carry out their role.
- To liaise closely with all internal customers to ensure that all marketing collateral is being actioned in a timely and appropriate way to enable the organisation to achieve key priorities and target.
- To work closely with business development and service development to support the identification and development of new service propositions in conjunction with other staff to meet market opportunities.
Public Relations
- Develop and deliver the organisation PR and content strategy to promote key initiatives and enhance the organisations image and reputation on al channels.
- Maximise AFG’s brand presence across multiple channels.
- Oversee the delivery of crisis and strategic communications.
- Create content for annual reports and other corporate documents.
- Protect the AFG reputation and brand.
- Provide regular reporting on all PR activity and PR campaign results.
- To be available to support emergency public relations matters.
Public Affairs
- Work with senior stakeholders to assess the potential implications of changes in the macro environment and to form AFG’s position and public response.
- Broader engagement work across our Health and Social Care sector.
- Work closely with AFG’s Senior Leadership Team to develop and implement public engagement plans.
- Proactively raise AFG and divisional profile in core influence / engagement areas that impact our businesses.
- Respond to briefs for national policy and consultation development, alerting key senior leads in the AFG to new consultations in our market.
- Provide summary reports and analysis of our public engagement work, highlighting impact and demonstrating clear understanding of the local / regional agendas and influence on these.
Events
- To lead on the planning, delivery and evaluation of all events including annual staff awards, leadership conferences.
- To oversee the review and delivery of the annual event calendar.
- To continually evaluate the events calendar, looking specifically at issues such as return on investment and time resources required.
Person Specification - Essential Requirements:
Experience:
- Experience of developing and delivering strategic and operational marketing service in a large organisation
- Experience of developing and delivering marketing and communications strategies
- Experience of delivering publications and marketing collateral to a high standard
- Experience of strategic marketing activities and e-marketing
- Experience of working with a range of media, new technologies, to raise sales performance and reputational performance
- Experience of public relations, public affairs, influencing and stakeholder management
- Experience of communicating with senior internal and multiple external stakeholder group
- Experience of engaging with media and journalists on complex matters
Skills and Knowledge:
- Ability to analyse info and present feasible pragmatic solutions.
- Commercial awareness.
- Excellent organisational skills with the ability to manage a multitude of activities with competing deadlines.
- Excellent interpersonal / communication skills, both written and verbal, including the ability to present complex ideas
- Outstanding project & time management skills
- Excellent attention to detail
- Creative skills and flair for design
- Excellent relationship building skills
- Excellent communication skills both verbal and written – able to compel an audience to act on information provided
- Excellent report writing skills – confident presenting to Executive and Board level audiences
- Data literate and comfortable interrogating complex information from multiple sources
- Intellectually curious and accustomed to horizon scanning
- Good planning and organisational skills
- Being able to stay calm in high pressure situations
Values and Attitudes:
- Embraces change, viewing it as an opportunity to learn and develop.
- Confident to lead the way - is able to inspire others with their passion and enthusiasm.
- Is solution focused and has a “can do attitude”.
- Is people focused, has strong interpersonal skills and encourages others to speak up.
- Takes personal responsibility and holds others to account.
- Ability to move between details and the bigger picture.
- Ability to work independently and autonomously.
- To be accurate and methodical in approach to work.
Qualifications & Training:
- Graduate / postgraduate qualification
Interview Dates:
1st stage:
Monday 11th November (am) - Liverpool in person
2nd stage:
Monday 18th November - virtual
This role is home based and involves travel within the north west of England.
This role is Band IV as per our structure.