Job Specification London s Air Ambulance

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1 Job Specification London s Air Ambulance Job Title: Director of Communications & Marketing Location: Charity HQ, 77 Mansell Street E1 8AN Salary : c 80,000 Reporting To: Chief Executive Officer (CEO) DIRECTOR OF COMMUNICATIONS & MARKETING ROLE PROFILE London's Air Ambulance is the charity that delivers an advanced trauma team to critically injured patients within the boundaries of the M25, for the 10 million people who live, work and travel in London each day. We deliver a senior trauma doctor and an advanced paramedic to the site of the incident using a helicopter in daylight hours and a rapid response car at night (or in adverse weather) bringing the hospital to the patient. Our clinical teams perform life-saving procedures at the scene, including anaesthesia, blood transfusions, and even open chest surgery, often in extreme circumstances. CONTEXT London s Air Ambulance is undergoing a period of transformation with intentions to double our income and double the awareness that we are a charity, over the next five years. The charity has an international reputation for delivering one of the most innovative and effective pre-hospital care services in the world. We have recently delivered on a number of key objectives, including the second helicopter, and we are in the process of developing our strategy for the next 5 years. This exciting new role will form an integral part of the charity s Executive Committee and will report directly to the CEO. It therefore provides a unique opportunity for an exceptional communicator and strategic planner to help shape the future vision and direction of the charity. We are looking for an experienced, talented and energetic Director of Communications & Marketing to develop and deliver our internal and external communications plan. JOB PURPOSE This a newly created role that will be responsible for the development and delivery of London's Air Ambulance s communications and marketing strategy. The overall objectives are to: drive awareness (that leads to fundraising) of London s Air Ambulance as a charity; to reinforce its key messages; to increase brand awareness; to lead on the development and delivery of new campaigns; to support income generation and to help drive forward the charity s fundraising plans and strategic goals. 1

2 Role components will include Marketing, Public Relations and Stakeholder Relations. To support this role the candidate will lead a team of 4-5. As a member of the Executive Committee, this individual will contribute to the development of the organisation s wider strategic goals. The Director of Communications & Marketing will work alongside the Deputy CEO and Director of Development (with the CEO, collectively the Executive Committee) in developing, implementing and coordinating communications policies and procedures across the charity. Given the breadth of influence and responsibility, the successful candidate will be a proven Communications, Marketing and/or Public Relations professional, ideally at Director level, with a demonstrable track record involving a broad and complex range of stakeholders. You will be credible working with senior influencers and comfortable operating at the most senior levels of government and the corporate sector. You will be in direct contact with significant, senior charity supporters and Patrons and it is therefore essential that you are personable, polite and professionally confident. The Director of Communications & Marketing will play an integral role in helping London's Air Ambulance provide its patients with the world s most innovative and effective pre-hospital care. MAIN DUTIES AND RESPONSIBILITIES To develop a strategic communications plan for London s Air Ambulance to raise the profile and awareness of the organisation; reach new audiences and to achieve a far greater public understanding of what the charity does and how it is funded. To develop effective and creative marketing and communication strategies and plans that are progressive and innovative and which support both fundraising and influence public thinking around major trauma. To work in direct partnership with the CEO, advising on his external presence and relationships, shaping content and ensuring that all literature accurately reflects the CEO and the organisation To build and lead on branded marketing campaigns mixing traditional, social and digital media, ensuring key messages are consistently delivered. To build an engagement strategy that targets a complex group of stakeholders, and communicates regularly, positively and consistently using media appropriate to the audience. To lead the development and implementation of an impact measurement and evaluation tool across all key areas of the charity with a strong focus on the social and economic impact of the work of London s Air Ambulance. To build cross-organisational consensus and support for the new communications and marketing function. Network appropriately across the organisation to promote the positive value of communications in achieving the organisational goals. Support internal functions in driving and delivering consistent and targeted communications and marketing activity. SPECIFIC RESPONSIBILITIES External Relations and Public Affairs Develop and deliver a Public Affairs and external stakeholders strategy that ensures maximum engagement with key political influencers, organisations and stakeholders including London MPs, Government Ministers, the London Mayor s office and the broader General London Assembly, and senior figures within the NHS and the London Ambulance Service. Be responsible for the strategic development of London s Air Ambulance influencing strategy (on a regional, national and international level), including public affairs, and its practical application to ensure the charity achieves its strategic objectives. Develop and lead supporting campaigns to influence public thinking on issues related to major trauma. Identify campaign priorities and new areas for development based on evidence and views of key stakeholders. Ensure an effective and far-reaching supporter network is developed for the charity to use to advance local and regional campaign objectives. 2

3 Develop and deliver a Parliamentary, City of London and London Councils / boroughs engagement strategy and plan. Work with the Association of Air Ambulances (AAA) on raising the profile of Air Ambulance charities and provide support, where necessary, for any related lobbying activity. Advise Trustees, the CEO, Deputy CEO, Directors and senior managers on influencing messages and on the management of relationships with key external stakeholders, ensuring these are communicated effectively across the organisation. Ensure that the CEO has access to and can represent London s Air Ambulance on high level working groups, forums and committees, and where needed be prepared to personally represent the charity in such settings. In conjunction with the CEO, act as a media spokesperson for the charity, ensuring it maintains its expertise as the leading authority on pre-hospital care. Nurture and develop the charity s relationship with key personalities and celebrities, ensuring relationships are effectively managed and maintained. Assist CEO and Directors in writing and preparation of speeches and interviews. Public Relations (PR) & Brand Management To ensure that the reputation of the charity is upheld and enhanced at all times, through the deployment of positive, consistent and accurate communications across all channels with all stakeholders. Ensure that London s Air Ambulance is proactive and leads on key stories and policies and is well prepared, forward thinking and strategic in its approach to PR and media relations. Respond to both ad hoc comments and position stories in order to protect and/or enhance charity s reputation; taking a lead role on communications matters in the event of any incidents potentially affecting the reputation of the organisation. Nurture a network of contacts within the media who are positive to the charity and carefully plan the development and launch of new campaigns. Oversee video, filming and TV documentary activity, whilst ensuring patient confidentiality at all times. Manage the development and production of key print and digital media publications including The View, the Annual Review and Uplift. Evolve and co-ordinate the crisis communications plan alongside the Deputy CEO, the Medical Director and Board of Trustees, to manage the charity s reputation. Be responsible for the overarching development and growth of the charity s brand, its position and consistent use. Rigorously monitor the strategic direction, tone of voice, website content, digital communications, branding, messaging, collateral and social media, ensuring they remain clear, consistent and current. Develop and implement a process for monitoring and evaluating the success of communication activities. Marketing To work in partnership with the Director of Development to engage current supporters; to reach new supporters and to help drive income generation and support campaigns. Ensure all marketing collateral is up-to-date, on-brand and available. Promote our giving platforms, fundraising events and activities to maximise income generation. Lead the development of a social media and digital engagement strategy to help drive supporter engagement and retention and the conversion of new supporters. Support the development of the retail strategy to provide a platform to promote London s Air Ambulance merchandise. Support the charity in the integration of our Client Relationship Management system. Digital Activity To work with the team and ultimately be accountable for the success of the charity s digital communications plan; optimising digital, social and mobile channels and technology. Ensure the charity maximizes the opportunities it has for promoting its activities and objectives through new technologies and diverse channels. 3

4 Internal Communications Our employees are at the heart of our brand, practising and communicating our values and messages daily. To provide for the trustees and senior management team key messages that emerge from the charity s values, strategy and operational activities which all employees and volunteers need to fully understand and follow. To develop, implement and evaluate the strategy for enhancing internal communications across the charity and the diverse clinical teams. To work closely with the COO and the HR function to develop communications tools which enhance and improve employee engagement. Leadership and Budget Management To act as a leader and a role model within the charity and specifically as an influential member of the Executive Committee and Leadership Team, with responsibility for helping to set and maintain standards of performance across the charity. To line manage members of the Communications & Marketing Department, ensuring high levels of engagement and performance, making sure staff members receive timely and appropriate feedback, training and development. Evaluating staff performance and development goals, assigning accountabilities, setting objectives, establishing priorities and conducting annual performance reviews. To be responsible for the delivery and budgeting for all aspects of the Communications & Marketing Department. The above list is not exclusive or exhaustive and the job holder may be required to undertake such other duties as may reasonably be required. SKILLS/PERSONAL ATTRIBUTES Essential Substantial experience in senior marketing and/or communications and/or PR roles. Fluency and experience in dealing across the full range of media and social media channels. Clear understanding and solid experience of digital marketing channels. Proven track record in leading communications and making a real difference to the understanding and appreciation of a great brand, cause or organisation. Ability to align and drive greater consistency and understanding throughout a multi-faceted and complex organisation. Broad range of professional management, communication and marketing skills. Demonstrable ability in leading and motivating a multi-disciplinary team. Experience of using insights and data to shape strategic and operational plans. Expertise in protecting and growing value in a brand. Ability to work strategically without close supervision whilst being a key and supportive member of the Executive Committee. Able to manage a heavy work programme, work to set priorities and achieve against targets. Experience in managing crisis communications. An analytical, numerate and disciplined thinker who has the ability to think complex issues through and produce commercially sound judgments. A committed and loyal individual, prepared to work the necessary hours to meet deadlines. Personable, polite and confident. Flexible, adaptable and approachable. Strong written and verbal skills with excellent attention to detail. Desirable Previous experience of marketing within the charity sector. Appropriate post-graduate and industry qualifications. Understanding of importance and potential of CRM systems and databases. 4

5 THE CHARITY S CORE VALUES Passion Teamwork Professionalism Excellence Resilience Transparency EQUAL OPPORTUNITIES POLICY London's Air Ambulance Limited is committed to eliminating any discrimination and promoting diversity and equality of opportunity in all it does. It is therefore London's Air Ambulance Limited's commitment to provide equal opportunities in employment and we will not unlawfully discriminate against job applicants, employees of the Company, volunteers, workers or contract workers on the grounds of their age, disability, gender reassignment, marriage or civil partnership, pregnancy or maternity, race (which includes colour, nationality and ethnic or national origins), religion or belief, sex or sexual orientation (unless, as in the case of pilots or fire crew physical fitness is essential to the performance). HOW TO APPLY For further information on the organisation, please visit Interested candidates should submit a CV and cover letter (no more than 500 words) to the following address: laas@taylorbennett.com. The deadline for this role is midday on 24 th October It should be noted that final panel interview dates are likely to take place on 1 st and 6 th December

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