Clinical and Professional Take the lead for planning, setting, maintaining and evaluating agreed standards for infant feeding including developing strategies for achieving and sustaining the UNICEF Baby Friendly Initiative status Work in accordance with the NSF for Maternity Services, NICE Guidelines and the Healthy child Programme in developing services and standards of practice Promote the public health benefits of breast feeding and lead to improve the continuation of breast feeding in line with Baby Friendly Initiative Standards. Create and review processes, pathways, policies and standard operating procedures to promote effective evidence based approaches regarding infant feeding Lead the staff and build successful links between health visiting and other professions to support and promote effective multi-disciplinary team working. Provide clinical specialist infant feeding support and advice where required alongside existing workforce using expert knowledge and judgement to provide individualised care/ support packages. Work within the Nursing and Midwifery Council (NMC) Code of Professional Practice and guidelines and be professionally accountable for own actions. Work in partnership with a range of local stakeholders to raise the level of knowledge and skills to effectively support women who chose to breast feed. Be aware of and apply where possible, the recommendations of the Confidential Enquiries, the National Service Framework for Children, Young People and Maternity. Educational Responsibilities Ensure there is a training strategy to provide foundation and updates for all members of the multidisciplinary team. To lead teaching, mentoring and assessment of staff in relation to infant feeding, providing written reports as required. Monitor training and maintain database. Actively promote breast feeding training opportunities. Identify the specific educational needs of individual parents and facilitate meeting those needs through the provision of specialist education, care and support. Review information available for parents, ensuring that information given is based on nationally accepted standards and is made available in languages relevant to the locality in a variety of formats. Develop a positive learning environment for students and staff which encourages everyone to learn from each other and from external good practice. Implement induction, preceptorship and PREP programmes. Contribute to the delivery of infant feeding training programmes and workshops for health professionals and women. To be a champion for trauma informed care and raise awareness and educate around breastfeeding trauma and grief Managerial and Organisational Line manage and appraise infant feeding team. Provide support and advice for infant feeding peer support volunteers To provide expert leadership and service design and provide support to managers, clinicians, patients and other stakeholders to enable a multi-disciplinary, multiagency approach to achieving BFI accreditation. Be the trust lead for infant feeding providing expert opinion for breastfeeding. Implement and embed clinical practice changes which demonstrate evidenced based individualised care and detection of emergent themes within clinical areas through localised robust governance process. Ensure there is compliance with the WHO code of marketing breast milk substitutes. Establish monitoring systems to review progress in breast feeding practice against the Baby Friendly initiative standards. Provide regular verbal and written reports for line managers and commissioners as required. Responsibility for the maintenance of standards attained, in preparation for re accreditation process, with succession planning for key roles associated with sustained success. Be responsible for information processes to facilitate progress monitoring and reporting with specific attention to key performance indicators. And report with variance analysis when required. To work in partnership with local services and providers to increase breastfeeding rates as part of improving health outcomes. Research and Audit. Monitor and audit progress towards achieving the standards required to achieve BFI accreditation. Participate in research and audit process relevant to the post to ensure the development of evidence based innovative practice. Ensure that research findings and reports related to breast feeding are shared with the multi-disciplinary team. Develop and implement a communication plan to ensure all stakeholders are aware of and appropriately engage with infant feeding. Undertake any additional activities as deemed appropriate by the Director of Midwifery/ Divisional Chief Nurse/ Head of Midwifery.