Senior Creative and Digital Marketing Manager
Humber and North Yorkshire Integrated Care Board (857)
This exciting new role will work collaboratively across our Integrated Care System to support the delivery of sector-leading marketing activity to transform health and care across Humber and North Yorkshire, supporting people who live and work in the region to start well, live well, age well, and end life well.
The role will lead the development, implementation, and evaluation of campaigns as part of the marketing strategy while championing and developing the ICB's brand and identity.
The role will have oversight and responsibility for all marketing campaigns and will establish Humber and North Yorkshire Health and Care Partnership as the go-to resource for people looking for information, advice, and guidance on health and care.
The role will lead on the development and delivery of all creative concepts for campaigns within the ICB, including brand and campaign design projects across multiple channels, including digital.
The role will drive marketing excellence to build greater support and engagement with our audiences.
Main Duties of the Job
The role will lead the development, implementation, and evaluation of integrated marketing campaigns across the health and care system in Humber and North Yorkshire.
The role will have oversight and responsibility for all marketing campaigns and digital channels, the ICB brand (sub and associate brands), and will establish Humber and North Yorkshire Health and Care Partnership as the go-to resource for people looking for information, advice, and guidance on health and care.
The role will lead and develop a passionate and multi-skilled team responsible for delivering multi-channel campaigns and sector-leading digital marketing activity.
The role will be responsible for developing a deep customer understanding and using this insight to develop creative concepts and campaigns to drive engagement, action, and behavioral change.
The role will also be responsible for developing compelling narratives and creative concepts.
The role will influence and persuade executive and senior teams on the most effective marketing approach for the organization, advising colleagues up to executive level on all aspects of marketing to improve the ICB's external and internal reputation and to deliver behavior change.
About Us
Imagine a future where everyone in Humber and North Yorkshire has an equal chance to live a long, happy, and healthy life—a future where every child has the best start in life, where the next generation has the opportunity to thrive, and where people live healthy, independent lives for as long as possible. That's our purpose—why we exist and why we do what we do.
We are ambitious to narrow the gap in healthy life expectancy by 2030 and increase healthy life expectancy by five years by 2035. Achieving this will challenge and test us; but if we perform at our best as individuals and together, as a single, joined-up ICB at the heart of our health and care system, we can improve the lives and futures of the 1.7 million people living in Humber and North Yorkshire.
We care. We connect. We innovate. Every day, in the decisions we make and the actions we take. These are our values.
This is a key role in the Communications, Marketing, and Engagement Directorate. This knowledgeable and ambitious team aims to put voice at the heart of all work to drive meaningful engagement and behavior change with the people we serve.
The team works in an agile and hybrid way, coming together in person regularly.
Job Responsibilities
The role will work collaboratively across the ICS to support the delivery of sector-leading marketing (social and digital) activity to transform health and care across Humber and North Yorkshire.
Humber and North Yorkshire Health and Care Partnership has a bold ambition to deliver improved outcomes for our 1.7 million population. The voice of our people is at the heart of realizing this ambition.
The role will lead the development, implementation, and evaluation of integrated national campaigns, as well as targeted ICB-led campaigns as part of the marketing strategy while championing and developing the ICB's brand and identity. This will include developing long-term plans that impact across the ICB and wider System, as well as planning and organizing a broad range of complex programs, which may need adjustment and iteration.
The role will have oversight and responsibility for all marketing campaigns, the ICB brand (sub and associate brands), and will establish Humber and North Yorkshire Health and Care Partnership as the go-to resource for people looking for information, advice, and guidance on health and care.
The role will lead on the development and delivery of all creative concepts for campaigns within the ICB, including brand and campaign design projects across multiple channels, including digital.
The role will be responsible for developing a deep customer understanding, identifying and filling gaps in existing knowledge using a range of methodologies (in partnership with the Business Intelligence team), and generating actionable insights to inform marketing plans.
Working in partnership with colleagues across Communications, Marketing, and Engagement, the role will be responsible for establishing and implementing evaluation frameworks, recommending the most appropriate methods for measuring the impact of our activity on business goals.
The role will also be responsible for developing compelling narratives on ICB marketing performance for senior stakeholders, Executive, and the board.
The role will influence and persuade executive and senior teams on the most effective marketing approach for the organization, advising colleagues up to executive level on all aspects of marketing to improve the ICB's external and internal reputation and to deliver behavior change.
The role will lead and drive marketing excellence to build greater support and engagement with our audiences.
Person Specification
Qualifications
* Educated to master's level in marketing, advertising, communications, or equivalent level of knowledge and experience.
* Extensive knowledge of marketing, campaigns, or communications strategy acquired through experience.
* Evidence of continuing professional development.
* Possess advanced-level design skills with a proven track record of developing and delivering stand-out/award-winning brand and campaign design projects across multiple channels, including digital.
* In-depth understanding of campaign planning techniques, including optimization and evaluation.
* Detailed understanding of strategic marketing practices and methods.
* Specialist knowledge of effective communications.
* Knowledge of the marketing sector and agency landscape in Humber and North Yorkshire.
* Knowledge of Social Marketing.
* Knowledge of customer relationship management practices and related data protection standards.
* A qualification in behavior change.
* Graded membership of a relevant professional body (CIM/CIPR).
* Knowledge of behavior change theories used in health promotion practice.
* Knowledge of the public health system and public sector partners.
* An understanding of the determinants of health and health behavior.
Experience
* Experience of health or well-being related marketing, communication, and engagement within an in-house or agency team.
* Significant experience of leading the campaigns and communications element of a brand, product, service, or significant area of work at a regional or national level.
* Experience of working on campaigns designed to promote positive behavior change.
* Evidence of having developed and implemented campaign and engagement plans around complex or sensitive issues.
* Experience of producing creative briefs and managing creative processes, liaising with a range of colleagues and suppliers.
* Experience of undertaking public, staff, and stakeholder engagement and/or involvement.
* Responsibility for budget monitoring.
* Conducting desk research, data and market analysis, and commissioning research, including customer segmentation.
* Developing rich customer understanding, generating actionable insights to inform strategies.
* Working in a strongly customer-oriented environment.
* Influencing customer behavior through marketing and the application of behavioral science.
* Evaluating marketing activity using a range of methodologies, including econometrics, behavioral studies, and modeling.
* Using learnings to drive continuous improvement.
* Writing business cases and managing budgets.
* Highly developed written and oral communication and presentation skills, able to communicate effectively with a range of stakeholders.
* The ability to influence, persuade, negotiate with, motivate, and inspire others.
* Analytical skills including the ability to interpret data and research, working with rigor and a strong attention to detail.
* Experience of championing diversity and inclusion and promoting actions to make improvements as well as experience of creating diverse and inclusive teams that are motivated and inspired to work together to achieve a common objective.
* Experience in the use of formal project management methods.
* Experience of leading campaigns and communications activity for the NHS.
Skills and Competencies
* Excellent written and verbal communication skills, including writing for different individuals.
* High-level numeracy skills and ability to manipulate data.
* Highly skilled at using digital marketing tools such as Google Analytics, Tag Manager, Hootsuite, etc.
* Ability to interact with people working at different levels, including senior leadership.
* Effective presentation skills to large audiences where political judgment and sensitivity is key.
* Decision-making skills where budget and resource considerations are involved.
* Excellent planning and organizational skills.
* Ability to plan digital communications and campaigns based on sometimes conflicting interests and perspectives and provide specialist advice to other members of the team and organization.
* Digitally literate with an ability to use a range of systems for various purposes (e.g., word processing, presentation, web content management, social media management, data analysis).
* Emotionally resilient, maintaining a calm and professional demeanor.
* Ability to work on own initiative and organize workload.
* User Experience and/or User Interface optimization skills.
Disclosure and Barring Service Check
This post is subject to the Rehabilitation of Offenders Act (Exceptions Order) 1975, and as such, it will be necessary for a submission for Disclosure to be made to the Disclosure and Barring Service (formerly known as CRB) to check for any previous criminal convictions.
Employer Name
Humber and North Yorkshire Integrated Care Board (857)
#J-18808-Ljbffr