We work in England and Wales, have a chain of around 150 shops and coordinate a network of 130 local Minds, independent charities.

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1 Job Description Job title Responsible to Responsible for line managing Department Remit of post covers Hours Salary Located at Length of contract Head of Strategic Marketing and Communications Planning Head of Communications and Marketing Campaign Manager (EFL), Marketing Manager (Retail), Marketing Manager, Marketing and Communications Manager, Wales Communications and Marketing Team/External Relations England and Wales 35 hours per week, full time Grade F Stratford, London or home based with frequent travel to London (2 days per week minimum) Permanent Purpose of the job We re Mind, the leading mental health charity. We won t give up until everyone experiencing a mental health problem gets support and respect. We provide advice and support to empower anybody experiencing a mental health problem and we campaign to improve services, raise awareness and promote understanding. We work in England and Wales, have a chain of around 150 shops and coordinate a network of 130 local Minds, independent charities. The communications and marketing team s purpose is to lift Mind s brand; tell our story in a planned, and audience driven way and deliver strategic, life changing communications. Your role as Head of Strategic Marketing and Communications Planning is to: Develop, deliver and drive forward a new strategic cross organizational communications and marketing plan. Building excellent relationships right across the organization you will ensure the plan meets strategic objectives; increases the impact we have; the reach we achieve and resource effectiveness. Develop a marketing led approach and culture where we put audiences first and think creatively about how to reach them and how to frame messages in order to achieve our strategic goals. Line managing a team of audience led marketing professionals you will ensure a strategic approach to marketing is developed and embedded, and high-quality audience insight and evaluation is undertaken. Work collaboratively across the Communications and Marketing team driving forward our ambitious change programme to build a function that delivers strategically, effectively and openly. You will lead the development of an improved approach to evaluation and shared learning.

2 Scope of the job You will work across the organisation to develop and embed a cultural change to how we plan and integrate our marketing and communications work. Responsible for developing a new approach to our planning you will build excellent relationships across all directorates to understand and represent all parts of Mind including retail, Wales and local Minds as well as core directorates of fundraising and external relations. You will strive to understand everyone s priorities but develop a process for identifying how we will have the biggest impact and reach through our communications channels and marketing opportunities working closely with colleagues in media and digital. Mind's strategic goals and mission to support people with mental health problems will be at the front of your plan. Reporting to the Head of Communications and Marketing you will be a key part of the Communications and Marketing team and work closely with the other heads in the team (Brand and Communications; and Supporter Engagement) to drive forward ambitious plans to transform the function of communications and marketing for Mind. You will lead a team who are each directly responsible for driving high profile, ambitious programmes to reach specified priority audiences as well as delivering brand marketing. You will ensure your managers take responsibility for developing a shared learning approach across all marketing leads working closely with Digital Marketing and Donor Marketing teams and research and evaluation teams. The Communications and Marketing unit sits within Mind s External Relations department alongside digital, campaigning, policy, information, legal and media. You will work closely with colleagues across all other departments: Fundraising, Infrastructure, Retail, Wales and Networks and Communities, building relationships with local Minds where appropriate. You will also work closely with our partnership anti stigma campaign, Time to Change. As this is a new role, the nature of the duties may change and develop, according to the needs of the team. This will require a flexible and adaptable approach. Key responsibilities 1. You will develop a new approach to strategic communications and marketing planning in collaboration with key strategic leads across the organization that enables longer-term planning across communications and marketing, digital and media with an agreed approach to prioritization to enable appropriate allocation of resource and effort to impact. 2. Work closely with the Head of Communications and Marketing, Head of Media and Head of Digital in developing an approach to prioritization and agile process for delivering and embedding the strategic communications and marketing plan. 3. In developing the strategic plan and processes to enable and embed it, identify and develop business cases for any technological solutions required and oversee implementation. 4. Work strategically across all Mind directorates attending meetings, understanding strategic objectives through the annual business planning cycle and anticipating future needs.

3 5. Maintain the strategic plan and accompanying processes taking responsibility for day to day decisions in line with the brand strategy and agreed strategic approach. 6. Champion the strategic plan across the organization ensuring it is seen as a help not a hindrance and helps to inform team planning. 7. Support the Marketing Manager to develop a programme to champion the strategic communications and marketing planning and evaluation process with peers across Mind and empower other teams through shared audience insight and good marketing tools and practices. 8. Develop a shared approach to marketing audience insight, campaign evaluation and learning and sharing across the communications and marketing team and other teams particularly data and research. Support the Marketing Manager to develop a shared learning approach across marketing specific roles (e.g Donor and Digital marketing). 9. Identify and commission audience insights, working with the research and evaluation, data and digital teams and strategic programme leads to build and share relevant research, commissioning new research when required. 10. Support and line manage the campaign and marketing managers ensuring they are developed in their roles and empowered to take ownership and responsibility of their work. In particular supporting transformation of our marketing for Mind retail and Mind Cymru. 11. Ensuring managers and their teams are working to Mind s strategic objectives in developing and delivering proactive marketing and brand/awareness/behavior campaigns. 12. Support the marketing expectations of funded programmes with strategic planning and marketing advice and additional resource when required including dotted line or line management as applicable. 13. As part of the communications and marketing team leadership champion collaborative working and the prevention of silos within the team and use the strategic planning process to support the other heads and teams offering flexibility from your team at busy times. 14. Contribute to the development of our brand and the empowerment of all who use it. 15. Contribute to recognizing the value of our supporters and beneficiaries. 16. Deputise for the Head of Communications and Marketing when required and undertake other duties that may be necessary and that are compatible with the grade of this post. 17. Work together with the peer heads in the team and managers to build an inspiring team that puts our own well-being at the heart of how we work 18. Provide regular performance reports to the Head of Communications and Marketing and senior management. 19. As a member of the Communications Senior Management Team, ensure that team policies and procedures enable integrated strategic planning, and are regularly reviewed and adhered to. 20. Work with Mind s CRM system to ensure contacts are recorded, monitored and marketing information is effectively used. 21. Manage individual staff and occasional volunteers, including coaching, motivating and developing the skills of staff in the team, and performing supervisions and appraisals. 22. Contribute to the development of the marketing budget and manage the budget and expenditure for marketing programmes and projects. Expectations You will be expected to contribute to the team and Mind s wider principles by:

4 1. Sharing our vision that we won t give up until everyone with a mental health problem gets both support and respect and committing to act in line with our values to be open, together, responsive, independent and unstoppable. 2. Promote our brand and values internally and externally 3. Take personal responsibility for contributing to internal communication 4. Having a flexible approach and a can do attitude with colleagues in the team and beyond, consciously preventing silos and organisational boundaries and being prepared to support others and work where the need is greatest. 5. Ensure everything we do is driven by our mission and that means reaching people from a wide range of backgrounds, including people from marginalised communities and disadvantaged communities. 6. Commitment to personal and team continued professional development, taking responsibility for keeping abreast of external environments and attending a wide range of internal and external training, conferences and networking opportunities and sharing your learnings with the team. 7. Ensuring all our work is appropriately informed and influenced by the views and experiences of people with direct experience of mental health problems, particularly those from black and minority ethnic groups who are disadvantaged in mental health services and other diverse groups. Co-designing and using audience insight from people with lived experience of mental health wherever possible. 8. Ensure our work promotes and adheres to the Welsh language policy and is two nation. 9. Be true to our values to work collaboratively with colleagues across the whole of Mind, developing joint solutions and positive actions. 10. Commitment to your own and the team s wellbeing. General expectations 1. To attend and contribute to meetings, training and other events as required. 2. To attend and contribute to the supervision and appraisal process. 3. To ensure that all responsibilities and activities within this post are in accordance with the terms and spirit of Mind s policies. 4. To travel to meetings in England and Wales, which may require the need to work unsociable hours e.g. attending evening or weekend meetings or for overnight stay. 5. To adhere to relevant legal and statutory requirements including the General Data Protection Regulation and the Health and Safety at Work Act. 6. To use Mind s resources responsibly. 7. To contribute to making Mind a Greener workplace Person specification Head of Strategic Communications and Marketing Planning Essential criteria: 1. Significant experience of managing a marketing or communications planning function with a cross organizational remit including managing, supporting and developing staff and effectively managing team resource.

5 2. Experience and thorough knowledge and commitment to developing integrated working and ensuring all parts of the communications mix work together (comms, marketing, digital, media) and a demonstrable approach to preventing or dismantling silos. 3. Experience of strategic communications planning across a complex organization, spotting opportunities for better integration and delivery to our strategic goals. 4. Strong leadership skills and ability to bring cross organizational teams together to solve problems and lead change. 5. Experience of building and developing complex relationships with a range of stakeholders and a demonstrable ability to develop maintain and inspire effective working relationships with groups and individuals with differing perspectives and different levels of seniority. 6. Experience of monitoring and measuring campaign impact, setting and analysing success against key performance indicators, through social marketing and range of digital and offline communications and marketing. 7. Experience of designing campaigns that involve a range of audience insight techniques and have successfully engaged a range of audiences with a strong call to action or behaviour change. 8. An audience-focused approach to marketing with a demonstrable ability to adapt messages and methods and target specific groups. Desirable criteria 1. Demonstrable understanding and empathy towards mental health problems 2. Experience of leading change in a complex organisation 3. Experience in the full marketing communications mix (brand, communications, marketing, digital, media, campaigns). 4. Excellent knowledge of integrated working on complex campaigns and multiple partnership programmes 5. Knowledge of a range of engagement activities including fundraising and local programme delivery 6. Excellent knowledge and understanding range of social marketing techniques and how to engage and persuade audiences and how to use audience insight 7. Budget management including forecasting and planning