Context and Background
The NSPCC's mission is to end cruelty to children in the UK. In order to carry out its charitable work and achieve its strategic objectives, the NSPCC must communicate efficiently and effectively with the maximum possible impact, relevance and emotional resonance to engage all key audiences including supporters, professionals, service users, volunteers and the public across a variety of offline and online channels (paid, owned and earned).
The prime purpose of the NSPCC’s Marketing and Planning team is to deliver timely and effective best practice marketing and compelling strategic insight driven marketing priority campaigns and propositions, working in partnership with several teams including other teams in marketing and planning, brand and content, media and internal comms.
Strong leadership, project management and influencing skills are essential due to the need to engage a diverse range of key stakeholders, to work collaboratively across the organisation and to manage external agencies. Resilience and determination are essential to ensure campaigns are delivered on time and to budget. Analytical and problem-solving skills are essential to measure and assess results, define insights and refine activities to continually improve performance.
Job purpose:
1. Leadership facilitation across all marketing and communication for the organisation to ensure external comms deliver against key goals: Brand Awareness and Consideration, Give Time, Give Money, Use our free and paid services. Ensuring external communication is audience led.
2. Support teams from across the organisation to operationalise this plan within our organisational communications planning process.
3. Manage the marketing and communication directorates business planning process to set the annual plan for the directorate and report back on the plan on a quarterly basis.
4. Lead on the management of the supporter experience team, who deliver support journeys for the organisation. Play your part in the new supporter centricity programme.
5. Oversee an organisation's marketing research and consumer insight strategy, and ensuring the application of insight to supporter engagement, marketing and communication strategies.
6. Offer strategic council to all NSPCC senior managers on marketing focused issues.
7. Share market specific knowledge, customer insight and new communications techniques with the Communications management team and other SMTs.
8. Develop and maintain internal and external stakeholder and supplier relationships, identifying and incorporating the best industry-wide standards and establishing best practice.
9. Act as a deputy for the Head of Marketing and Planning.
Key relationships - Internal:
* Reports to Head of Marketing and Planning.
* Update Director of Communications and Communications Senior Management Team, with regular agenda points in communication steering group meetings.
* Line manager to 4 managers – Insight Manager, Communications Planning Manager, Strategic Planning Manager and Supporter Experience Manager.
* Senior management in marketing and fundraising– specifically Individual Giving, MPT and Brand and Content.
* Associate head of Performance Marketing.
* Associate head of Strategic Marketing.
* Works closely with all senior managers, including Executive Board and in the regions to ensure clarity of key messages, integration and adherence to the NSPCC’s brand guidelines.
Key relationships - External:
* Media and research agencies.
* Peers within the UK charity sector.
* Industry opinion formers, media and other stakeholders.
* Professionals/trade bodies/organisations in charitable sector.
Main duties and responsibilities:
1. Overseeing all communications and marketing activity: planning the teams/agencies and media agencies to develop effective campaigns, underpinned by strong audience insight.
2. Working with marketing and communications teams and leadership to develop an overarching annual marketing plan to achieve our organisational objectives.
3. Lead the supporter experience team, to ensure we create an audience first supporter experience data and journey strategy.
4. Play a key role in the development of our new supporter centricity strategy (led by income generation) which looks to develop our culture, process and technology to put supporters at the heart of our decisions.
5. Strategic planning support, as required, to develop marketing strategies to maximise awareness and income.
6. Oversee the organisational market research and insight strategy, and ensure the application of insight to supporter engagement, marketing and communication strategies.
7. Agency relationship management including our media and research partners.
8. Be financially numerate and be able to evaluate campaigns – ensure deep understanding of budgets, marketing spend and financial reports.
9. Help support the delivery of supporter centricity technology projects and work with tech to ensure the changes will support the team.
10. Maintain the highest standards of knowledge on best practice and developments within the marketing industry and the charity sector generally with attention to innovation, legislation and codes of practice.
Responsibilities for all Staff within the Communications:
* Actively participate in regular department and team meetings, contributing to strategy, discussions and decisions which will be beneficial to NSPCC’s communications activities.
* Maintain an awareness of own and others’ Health and Safety and comply with the NSPCC’s Health and Safety policy and procedures.
* Take personal responsibility for keeping up to date with NSPCC work to end cruelty to children, including securing updates on project and service developments and general NSPCC news.
Personal characteristics:
* Calm and measured response to crisis coupled with ability to make quick decisions.
* This individual will be highly collaborative in nature and engender a collaborative spirit in the immediate team and wider communications team.
* Gravitas in dealing with difficult situations, people and issues.
* Desire to continuously learn and develop with a strong ambition to ‘make a difference’.
* A personal commitment to ending cruelty to children.
Person specification:
1. Evidence of a substantial track record of success in working in strategic marketing, insight and planning, dealing with a wide range of marketing disciplines including through the line campaigns, digital and social influence.
2. Substantial experience of strategic marketing and communications planning and financial planning. Including the use of strategic frameworks to support the strategic communications planning.
3. Excellent ability to plan, monitor, and implement major projects to agreed deadlines often with conflicting priorities.
4. Oversee an organisation's marketing research and insight strategy, and ensuring the application of insight to supporter engagement, marketing and communication strategies.
5. Highly developed interpersonal skills and the ability to communicate and deal with people at the highest level in a range of disciplines, and to successfully achieve objectives through these contacts, involving problem solving, decision making, negotiation, motivation, influencing, tact, diplomacy, persuasion and consultancy skills.
6. Excellent copywriting and presentation skills with the proven ability to communicate confidently and clearly to senior management level and external audiences.
7. Understanding of the media and regulatory environment for charity marketing.
8. Corporate and strategic thinker with excellent proven ability to contribute to the delivery of a communication strategy, ensuring cooperative working and maintaining vision.
9. Experience of supporting technology change management to support marketing and supporter experience teams, this will involve influencing technology colleagues to understand the marketing needs for a CRM and supporter engagement tools.
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