HouseMark office with flexibility to work one day a week from home

Transcription

1 JOB DESCRIPTION JOB TITLE: DEPARTMENT: REPORTS TO: MANAGES: SALARY: LOCATION: Marketing Manager Marketing and Communications Head of Marketing and Communications Marketing Campaign Officer Competitive HouseMark office with flexibility to work one day a week from home Note: This post will involve travel throughout the UK and the post holder will from time to time be required to stay away from home for short periods. MAIN PURPOSE OF POST Purpose of the role: As the Marketing Manager you are responsible for creating, implementing and overseeing the annual marketing plan and programme which promotes the benefits of the HouseMark offer, it s products and services, and supports successful brand positioning and awareness in the sector You will be responsible for planning key campaigns, delivering campaign content, segmenting audiences and owning, designing and implementing direct mails via Click Dimensions to ensure maximise exposure to target customers and support the delivery of sales and income targets across the business. Working closely with members of the Marketing and Communications team and the wider business you will identify opportunities, touchpoints and new campaign ideas to ensure continuous improvement and innovation in your work. The Marketing Manager will also oversee and manage a small expenditure budget and will support the delivery of the income and sales targets through sales and promotion activity. MAIN DUTIES Design, deliver and implement HouseMark s marketing plan and campaign programme. This will include, but is not limited to, market research, customer segmentation, direct mailings, promotional literature and collateral and briefings for colleagues. This will see you: Design and create a campaign calendar that promotes the work of HouseMark, establishes desired brand position launches new products and services and generates sales leads for new business. Create campaign documentation that captures target audiences, campaign success measures, timelines of activity and key messages to ensure all relevant internal colleagues are aware of the campaign. Brief front-line and sales colleagues to ensure they understand the messages and their role in the campaign.

2 Understand the benefits of the products and services and the key differentiators between competitors to translate into key messages that can be repeated throughout an integrated campaign. Oversee the successful execution of each campaign, working closely with the Campaign Officer to ensure activity is delivered on time and to brief, protecting the quality of outputs, the frequency of mailings and maintain subscriber numbers / minimise opt-outs. Develop, own and manage all direct mailings for the entire business. Creating mailing lists based on target segments, and content for each segment, maximise impact of successful open and click rate through excellent and engaging content and presentation. Use impact data to amend and influence future campaign activity. Working with communications colleagues, prepare plans and briefings to deliver complementary content such as blogs, articles, case studies, webpages and social media posts. All delivered in line with brand guidelines and appropriate usage policies. Working with events colleagues, understand and identify the opportunities across the events programme either to support with a promotional campaign for a pay-to-attend event, or to maximise the opportunity of a customer touchpoint within a campaign. Write promotional literature and collateral to support campaigns. Brief and manage relationships with external suppliers (such as graphic designers and printers) to ensure excellent, accurate and timely outputs. Lead on the delivery of the brand strategy for HouseMark. Own and develop brand guidelines for HouseMark and champion our brand and values internally and externally. Identify opportunities to reposition the HouseMark brand across the campaign planning. Research competitors and assess risk and opportunities relating to brand position and implement mitigating activities as part of campaign delivery. Work with Events and Communications colleagues and the wider business to ensure all activity is on brand. Oversee the delivery of promotional materials that support colleagues across the business, this includes documents that do not relate to campaigns. Review and refresh branded templates, letterheads and collateral used across the business. This includes presentation templates, report templates, business cards and name badges. Oversee the design, branding and ordering of promotional items (pens etc.), colleague stationary (business cards, name badges) and event-related promotional materials (pop-up banners etc.) to ensure all items are on brand and within budget. Champion excellent spelling, punctuation and grammar across the business. Adhere to writing guidelines across the business to ensure consistency. Support proof-reading services to the organisation to ensure accurate, professional and an excellent standard of written output.

3 Deliver meaningful evaluation and reporting to celebrate success and promote continuous improvement. Take ownership of actions and implement positive change to ensure excellent campaign delivery. Maximise meaningful feedback to successfully evaluate marketing and campaign performance. Summarise evaluation and learning points in feedback reports and take ownership of actions and continuous learning opportunities. Prepare internal reports to capture marketing and campaign performance against budget and objectives and feed into senior management meetings. Manage and mentor Marketing colleagues to ensure successful delivery of the communications programme and associated activities. Working with the Head of Marketing and Communications, set annual measurable objectives for each direct report and monitor performance against these objectives regularly. Champion talent in the team and support colleagues personal development and growth. Corporate responsibilities Work collaboratively and communicate effectively at all levels across HouseMark, to ensure that all relevant teams are always aware of the communication programmes and have the opportunity to engage, feedback and support the delivery of communication outputs. Raise and receipt and approve as appropriate purchase orders via our in-house finance system. Update CRM and other internal databases with accurate information as appropriate. Support colleagues to maintain relevant and important information about customers, the communications and interactions we have with them and capture customer and sector trends and changes. Promote the HouseMark brand and model the HouseMark values. Comply with the company s health and safety policy and procedures and to take reasonable care, to the best of their individual knowledge and ability, to avoid injury to themselves and to others by acts or omissions in their work. Undertake any other duties that are consistent with HouseMark s expectations for this level of post. Post holder signature: Date:

4 PERSON SPECIFICATION QUALIFICATIONS Educated to degree (or equivalent) level (preferably in marketing and/or communications.) Management qualification Current valid driving licence EXPERIENCE At least 5 years proven track record of managing, designing and delivering marketing activities. Excellent writing skills. It is also expected that the post-holder will have excellent grammar, punctuation and accuracy. A proven ability to lead marketing campaigns and developing key messages. Experience of managing the design and print of collateral Experience of measuring the impact of campaigns and changing strategies as a result of the findings Experience of writing, proof-reading and creating presentations for a variety of materials. Trained in use of Photoshop, PowerPoint and Excel Excellent communication and influencing skills at all levels Ability to work both as individual and within a team Flexibility, resilience and a positive approach to change Experience in a social housing environment within the UK Experience of staff management and team leadership Experience of managing directly, and indirectly, support teams Experience of managing projects and financial budgets Sales and events experience COMPETENCIES / capabilities LEADERSHIP Leadership Commercial Accountability THINKING Problem Analysis Customer Service RELATING TO OTHERS Persuasive Oral Communication Written Communication Motivates, enables and inspires others to succeed without discrimination. Has a clear vision of what is required to achieve organisational success, delegates significant accountability with clarity, and acts as a positive role model. Understands the key business drivers that affect the profitability and growth of HouseMark and takes appropriate action to maximise HouseMark s success. Demonstrates corporate responsibility, ownership for success, and accountability. Accurately identifies problems, seeks pertinent data without bias, recognises important information, and identifies possible causes of problems. Exceeds customer expectations by displaying a total commitment to identifying and providing solutions of the highest possible standards aimed at addressing customer needs, whilst factoring in HouseMark's best interests. Expresses ideas or facts in a clear, succinct, and persuasive manner. Participates actively and convincingly in conversations, without dominating and by accurately synthesizing others contributions. Uses active listening skills for the benefit of others, rather than listening simply to extract information or to confirm own ideas. Ability to express ideas clearly in writing, with good grammar, spelling, and punctuation, to a level where documents do not require editing or review by another. Flexibility Ability to modify own behaviour and adopt a different style or approach in order to reach a goal, manage change, embrace diversity, and resolve conflict.

5 DELIVERING RESULTS Personal Organisation for the Team Driving Success Efficiently establishes an appropriate course of action for self within the larger context of working within the team. Jointly clarifies the purpose with others and works towards accomplishing goals, even when the team is working on something of no direct personal interest. States opinions, seizes opportunities and pursues goals, makes timely decisions, acts ethically, demonstrates accountability for outcomes, and increases overall efficiency and effectiveness.