Person Specification for Content Marketing Manager

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1 As part of the selection process, you will need to demonstrate the following attributes which in our view are the essential and desirable skills, abilities and behaviours that will lead to success within this role and make a valued member of the BPG team. Behavioural Traits Requirement Essential Desirable Analytical You can demonstrate an aching curiosity about numbers and be driven to know what is working and why with analysis and logical deduction. You attempt to and measure everything. You might have been described as a logical problem solver, that you love research, and have a clear and rational thinking style. Conceptual and curious Structural You are capable of seeing the big picture and connecting seemingly unrelated concepts and data. You know how your work fits in with the strategic plan and you either understand how tactical elements play into one another, or understand an approach or method of how to get there. You deliver to deadlines, and in the rare case when you cannot; you have a back up plan if deadlines are at risk. You are likely to be personally and professionally organised and keep to routines that serve a purpose. You have probably been described as someone who is reliable, organised, structured and methodical. You may have unconventional ideas that you are keen to play with and share with anyone who will listen. You think outside of the box and move beyond the tried and true to discover innovative strategies that can propel our client s business/organisation forward, which if successful, in turn, will help BPG s growth ambitions. You might have been described being visionary, intuitive and liking unusual and new ideas.

2 Autonomy Flexibility Attentive Collaborative Assertiveness You are enthusiastic about plans, activities and challenges. You can demonstrate that you have the ability to lead projects proactively and under your own steam. You are likely to derive fulfilment from being a part of something greater than your own contribution. You are more likely to ask for forgiveness, than seek permission when deciding whether to do something. You will be open to change, adapt well to change and accommodate without distress shifting agenda and priorities. You have good attention to detail, and will seek another independent view to check, re- check and check again your work before it goes public. Good project management skills. You may have been described as someone who avoids distractions, and is able to understand and implement the management of multiple projects simultaneously. You know that clients come first and you proactively look for opportunities to advance the activities of others in the company team so that value to clients can be maximised by identifying and working on appropriate opportunities. You may be described as forceful, driving and direct. You set goals for most aspects of your work and understand your own accountability to realise these. You might like to challenge authority, often seek autonomy and welcome flexibility. You may like the freedom to pursue passions outside of your career, and value the challenges that they bring to your life in general. You may be interested in change management; perhaps even have undertaken training in this area and use change management principles when new routines, activities and plans need to be implemented.

3 Core Values You can have a dialogue with us about your own core values and how these complement the BPG values of: Quality (Accountable to our clients, quality is our work, vfm) Responsibility (for ourselves and supporting responsibilities of other s) Mutuality (shared benefit) Efficiency (use resources to the full, do only what we can do best) Independence (profit and cash flow to remain independent) Skills and Abilities Communication skills Research You are credible and articulate when you communicate. You have good written and oral communication abilities and can demonstrate this with a body of work written by you. Ability to relay analytical insight to internal and external stakeholders with various levels of analytical and digital knowledge and at key levels of seniority. You are adept at explaining analytical outcomes and technical roadblocks in business terms. Having interpreted data, you can visualise how to present this in concise and professional terms (albeit you may need technical assistance with the presentation tools/software), and making actionable recommendations. You can give examples of expertise in primary data research skills. You have designed both qualitative and quantitative data research proposals and deployed these. You may be interested in, have attended or studied presentation skills courses or a public speaking programme. You are able to scope and conduct primary research including writing requests for proposals, vendor selection and management and project kick- off. You can show that you have worked with fee earners to understand client

4 You can describe how to select the most appropriate data research methodology and techniques. You have to capability to data- mine existing surveys and consumer data to deliver insights into client organisational and individual perceptions and purchase behaviour. pain- points. You regularly review market research, secondary research, industry periodicals, company information, public information and other scanning sources to identify opportunities, industry issues, and refinements to communications messaging and initiatives. Tech Savvy Digital Savvy You are keen to, and may already, regularly communicate with customers, competitors, suppliers, professional organisations, or others to stay abreast of trends in you industry. You research business- to- business marketing and are keen to understand and predict what is next, with the opportunity to test it. You stay informed on emerging marketing technologies and consider applications to understand where it would help improve client/ prospect visibility of BPG and how providing evidence of improving that visibility would accelerate your career. You are proficient in using office tools such as Excel, Word, PowerPoint and have used Google Analytics. You speak fluent Internet and are curious and excited by the opportunities provided by social media and how they apply to a complex business to business situation with long prospect lead times. You are keen to increase your experience and be given autonomous headroom to evidence the impact social media will have on new lead generation. You are keen to demonstrate how you work with website optimisation tools for A/B and multivariate testing e.g. Google Website Optimiser, Visual Website Optimiser, Optimizely, Maxymiser and how they might apply to a complex business such as BPG for the purposes of improving qualified lead generation. Having used other media traction monitoring applications such as, SiteCatalyst, Coremetrics would be beneficial.

5 Digital Reach Marketing Experience Content Production Domain Expertise You have embraced digital. You may even have your own blog. You are keen to interface with social media, write and publish in subjects relevant to your current industry. You may have built a personal following on your blog, twitter or LinkedIn. You monitor and participate in social networks relevant to your interests and the industry. You are part of the conversation. You have Identified and validated strategic and tactical marketing objectives in your current or previous roles. You can evidence the positive results being generated in a highly conservative B2B client/prospect environment as a result of your work and efforts. You manage projects efficiently and effectively and can give examples of deployment to timescale and budget. You will be able to work with specialist content writers to manage the process of writing and produce inspiring, well- written and engaging content. You must have a substantial personal footprint within your current industry. You think and talk your industry language and bring your content to your target audience. You have a keen interest in researching and understanding the You can demonstrate that you have built or are building a professional network within digital communities that are relevant to your work and pastimes. You may have an appropriate marketing qualification, albeit, this is not mandatory. You may have experience in managing agencies/suppliers to bring projects in on time and within budget. You may have evidence of your experience in monitoring and organising customer focus groups and in- depth interviews required for gaining customer insights. If not direct experience, then the ability to demonstrate an appropriate method or process to research this information within a very conservative and larger client organisation base. An understanding of Webinar production skills would be helpful. And/or the ability to work with individuals that understand complex B2B messaging and high- brow conservative target audiences. You may already ghost write articles for clients or your employer. You can ideally show experience of working within an organisation that provides advisory based professional services only. (no products think of a solicitor s practice or an accountancy practice type service offering).

6 opportunities that are available in helping one or more of the public sector areas (Local Authorities, NHS, Police and Central Government) and/or FTSE market sectors to drive much better value in their organisations when they procure major projects or major outsourcing services. If you already have evidence of achieving successful qualified lead generation in one or more of the market sectors, that would be a distinct advantage to hit the ground running for lead generation. Managing Others Other For the purposes of market research and building client relationships you must have the capacity to travel occasionally away from the office. It would be helpful if you can demonstrate that you have managerial experience and/or have managed the workflow and quality of work of other people.