Job Description PURPOSE OF ROLE BACKGROUND COMMUNICATIONS MANAGER, HSBC UK REPORTS TO: HEAD OF BRAND COMMUNICATIONS DEPARTMENT: BRAND COMMUNICATIONS

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1 Job Description JOB TITLE: COMMUNICATIONS MANAGER, HSBC UK REPORTS TO: HEAD OF BRAND COMMUNICATIONS DEPARTMENT: BRAND COMMUNICATIONS DIVISION: COMMUNICATIONS PURPOSE OF ROLE To increase and maintain the impact of all WWF s communications in the UK through our global Climate Partnership with HSBC, helping to meet WWF s strategic objectives and increase visibility, awareness and understanding of WWF s brand and its work with its corporate and NGO partners. The postholder is responsible for developing and delivering the WWF-UK communications strategy within the global HSBC partnership. S/he will work in conjunction with staff within WWF-UK, HSBC UK and the other NGOs in the HSBC Climate Partnership Earthwatch and The Climate Group to ensure that our communications complement the overall communications strategy for the UK involving all four partners. BACKGROUND In 2002, HSBC created a 5-year US$50 million eco-partnership, Investing in Nature, to fund conservation projects around the world. WWF received funding totalling approximately $20 million. The partnership was successfully renegotiated in 2007 and the total partnership value is $95 million. WWF will receive $35 million for a 5-year integrated freshwater/climate change/consumption programme in four key countries - Brazil, China, India and the UK to be renegotiated in 2010 for renewal by end The UK Programme forms a central part of the HSBC Climate Partnership (known as HCP), running from 2007 to December The vision of the Programme is: Improved planning and management of freshwater, using the Thames as our main example, will allow for the restoration and protection of ecosystems while meeting society s needs in the context of a changing climate. One of the key programme components (the exemplar project to restore flows in iconic rivers) will also help in raising the profile of WWF and understanding of our mission and brand. WWF will receive 1.7 million for work in the UK in the area of freshwater, climate change and consumption. Around 550,000 of the overall budget will be spent on communications activities in the UK. The postholder will have an overview of this budget to ensure it delivers value to both WWF and HSBC. 1

2 DIMENSIONS The Communications Manager will have responsibility for delivering an integrated communications strategy to ensure that the 1.7 million UK programme delivers its communications goals. This will require communications work with internal and external audiences. There will also be requirements for information flow to HSBC s UK office for dissemination as appropriate, and to develop and deliver WWF-UK s engagement strategy with HSBC. The post holder will act as a key contact between WWF-UK and HSBC UK bank, liaising closely with WWF colleagues responsible for the Global Communications and Account/Business Engagement relationships. The post holder will need to build close working relationships with the other NGO and partners and relevant stakeholders to ensure that all the communications activities ensure a cohesive Partnership position. PRINCIPAL ACCOUNTABILITIES Communications strategy Develop and implement a communications strategy for the HCP programme, working in partnership with colleagues throughout WWF-UK, ensuring that activities and outputs are integral to the Programme. Work closely with the Global Communications Manager (HSBC) at WWF to ensure the UK communications strategy is in line with the global strategy. Provide regular communications updates and material to support the overall programme. Work with HSBC and other NGO partners to develop a UK communications strategy for the whole partnership and liaise with them on a regular and timely basis to deliver the tactical plan. Ensure that WWF-UK contributes to the HSBC UK internal communications strategy by submitting relevant, timely information/material. Develop and implement a communications strategy for WWF-UK s exemplar project Rivers on the Edge, including influencing and public engagement activities. Monitor and evaluate the effectiveness of communications activities, and amend communications strategy as necessary. Ensure compliance with WWF-UK brand strategy where required. Communications activities Identify and utilise the most effective channels and tools to achieve the communications objectives, which will include influencing/campaigning, raising visibility/awareness and changing behaviour relating to water use. 2

3 Liaise closely with external stakeholders and organisations (corporate or NGOs), such as Thames Water, to ensure effective delivery of communications objectives and activities. Work closely with WWF communications colleagues, such as Campaigns, Public Affairs and Creative teams as required to develop creative, effective public relations strategies. Liaise with the WWF media team, and external consultants as necessary, to develop a UK proactive media strategy taking into account freshwater, climate change and the corporate social responsibility aspects of the Partnership. Prepare reports on communications activities of the programme for submission to WWF and HSBC Manage the budget for communications activities, ensuring they add value to the overall HSBC Climate Partnership programme. Monitor potential and actual VAT liability of the communications undertaken and regularly update the Global Communications Manager with relevant figures. Develop and deliver the HSBC UK engagement strategy which includes activities targeted at four key audiences: external; HSBC management; HSBC Climate Champions and HSBC staff in general. Account management Work closely with the WWF Global Account Manager, the Corporate Development Manager (HSBC) and Programme colleagues to develop the HSBC Climate Partnership and relationship at UK level. With the team, manage and build the relationship with HSBC Bank UK and liaise between HSBC Bank UK and WWF-UK, so that HSBC are fully informed of all activities and ensuring information flow to all relevant parties. This includes understanding HSBC s expectations and delivering excellent customer service in order to exceed theses expectations. Provide communications and branding support to engagement opportunities with HSBC UK beyond the HCP programme, such as customer-related marketing initiatives. Contribute to developing a strategic Regional (UK) Account Plan following the guidelines set in the Global Account Plan Broaden the relationship and engagement with HSBC Bank UK, identifying new opportunities and developing new channels into HSBC UK business areas where appropriate. Manage the UK communications liaison with the other HCP partner NGOs. Ensure that all WWF-UK team members are informed and convened at appropriate times and at appropriate levels of decision-making. Bring in specialist colleagues as and when required. 3

4 Identify and capture learnings from WWF s business engagement with HSBC Bank UK and feed them to the WWF Global Account Manager for cross-sharing with other regions and areas of WWF. Other Work with the WWF HSBC Global Communications Manager on any other activities related to the HSBC-funded programme as appropriate. Develop and deliver a communications strategy for the wider UK freshwater/thames programme to promote outputs from the programme. Co-ordinate and actively promote WWF s presence at external events which relate to the HSBC Climate Partnership and/or freshwater programme, including the Rivers on the Edge exemplar project. Liaise with WWF colleagues in Campaigns/Public Affairs to target and influence relevant UK government agencies and contacts. Create and maintain an annual calendar of activities across the UK. Prepare and submit articles for the WWF Internet, Intranet, global Intranet, Action etc. Work with WWF colleagues in the creative/web/design/editorial teams to delivery appropriate, high quality marketing materials, liaising with external suppliers as necessary. Participate in WWF-UK and Communications planning, cross-divisional and team initiatives as directed by the Head of Brand Communications Overseas travel to participate in WWF HCP Knowledge Exchange meetings may occasionally be required (estimated once per year). WWF-UK S SUCCESS FACTORS All employees in the organisation are expected to demonstrate that they fulfil or can develop the skills, knowledge and behaviours that comprise WWF-UK s Success Factors. In summary, these include: Getting the big picture: doing what is best for the organisation as a whole by thinking and acting in line with WWF-UK and WWF Network strategies. Achieving results: knowing what must be done and successfully delivering, helping others along the way. Working together: collaborating across teams, divisions, the WWF Network and with partners for greatest impact. Managing myself: managing thinking, emotions and communication for personal effectiveness. 4

5 Managing others:* guiding and developing individuals to achieve their objectives in line with organisations plans, priorities. * Only for positions with line management responsibility. PERSON SPECIFICATION Essential 1. A relevant degree and/or equivalent marketing qualification/background. 2. Proven experience in marketing communications and/or media relations, including experience of internal and web communications and producing marketing collateral such as brochures, events and display materials. 3. Experience of working in/with a large, complex organisation, and working in partnership with a number of organisations/stakeholder communications. 4. Experience in developing communications strategies, so as to support the programmatic goals of the HSBC UK Programme. 5. Experience of devising and implementing strategic communications plans. 6. Excellent interpersonal skills diplomacy and tact are essential. 7. Very strong organisational skills and an ability to meet deadlines. 8. Excellent communication skills, both written and verbal. 9. Flexible approach and commitment to working as part of a team. 10. Willing to attend external meetings and events as required, occasionally requiring work outside usual office hours. Willing and able to travel abroad, if required. Desirable 1. Experience of working in the NGO sector 2. Experience of working in the corporate sector. 3. An appreciation of the environment and affinity with WWF s global mission 4. An understanding of the relationship between the environment and the corporate sector. 5