Job Description and Responsibilities

Transcription

1 HEAD OF MARKETING AND MEMBERSHIP Job Description and Responsibilities Reports to: Reports: Location of Role: Salary: Marketing Director Senior Membership Officer (managing Membership team of two) Marketing team of 2 Guildford 35,000pa Purpose of Role: To plan, manage and implement a range of marketing activity to promote Cycling UK membership, services and events in order to deliver the Charity s membership income and growth targets. Responsible for planning and implementing a range of annual marketing campaigns which deliver membership recruitment and product sales budgets. Leads on direct marketing strategy and research and analysis to inform strategy. This role also provides the management to a team of Membership and Marketing officers and is responsible for translating the membership and marketing strategy into day to day administration. Specific Duties: 1. Develop and implement a cost-effective, innovative, integrated membership and Marketing Plan. 2. Under the direction of the Director of Marketing to develop and manage the delivery of campaigns to recruit and retain members to Cycling UK, product and services sales (insurances etc.) including (but not limited to) activities in the following areas: a. Direct marketing b. Online, digital, print and media, and e-marketing c. Face-to-face sales onsite at cycling events & Shows d. Partner and third-party affiliate marketing 3. To manage and develop the membership and marketing team to ensure that marketing plans are effectively implemented on time and in budget and success is measured, reported on and reviewed as appropriate. 4. To develop incentives and campaigns to maximise recruitment of new members by Direct Debit. 5. To develop incentives and campaigns which maximise sign-up of new and existing members to Gift Aid and legacies. 6. To Develop retention and lapsed member marketing programmes. 1

2 7. Under the direction of the Director of Marketing and alongside other Departments, review and develop the Cycling UK Membership product offering including pricing and benefits offering in line with the current competitive situation. 8. Under the direction of the Director of Marketing manage relationships with key product and services suppliers (insurance brokers etc.) 9. To work with members of the Communications Team to raise the profile of Cycling UK Membership. 10. Alongside the appropriate stakeholders including Marketing Director and the Communications Team, contribute to the content of communications to existing and potential members ensuring that a consistent proposition and message is communicated. 11. Manage the Membership and Marketing team and set work schedule, workplans, objectives and appraisals. 12. Within the Membership and Marketing Team, quality control all external membership advertising and literature to ensure it meets the standards of Cycling UK. 13. To plan, budget, manage and assess the results of the annual promotion campaigns for growing membership and product sales to ensure that targets are met. 14. To work with the Director of Marketing to develop the long term membership programme for Cycling UK to meet its membership growth, income and expenditure targets per annum. 15. Support the Director of Marketing to commission, manage and present market research relevant to membership marketing. To analyse the marketing results in order to better understand our Members attitudes and needs and those of potential new audiences for future marketing campaign planning and product development. 16. Manage member communications including responding to member queries, ensuring that members receive a high level of customer service and that all enquiries are responded to promptly and courteously by all staff members and volunteers. 17. With the Senior Membership officer to manage the Iris Care CRM system and ensure that all records are accurate and up to date. 18. With the Senior Membership officer to manage complaints procedure ensuring effective answering of complaints and issues raised by members and accurate logging on CRM system as per the specified process, providing response or escalation to relevant staff member where required and ensuring the matter is closed to the member s satisfaction. 19. With the Operations Director to provide training in and ensure monitoring and implementation of procedures to ensure compliance with Data protection codes, Financial Data Protection, accurate information provision and all other areas of compliance. 2

3 20. To actively participate in the wider work of Cycling UK. 21. To undertake other duties as requested by Cycling UK from time to time. 22. Some weekend and out of hours work may be necessary from time to time. The job description does not attempt to describe all the tasks and responsibilities of the post, but rather illustrates with examples the main role of the post holder. It is therefore subject to alteration and development and will be reviewed as part of the appraisal process. Job Holder: Line Manager:... Personnel Manager:.. Date: Date:... Date:.. 3

4 HEAD OF MARKETING AND MEMBERSHIP - PERSON SPECIFICATION Cycling UK is fully committed to the principles of equality of opportunity and is responsible for ensuring that no job applicant, trustee, employee, volunteer or member receives less favourable treatment on the grounds of age, gender, disability, race, ethnic origin, nationality, colour, parental or marital status, pregnancy, religious belief, class or social background, sexuality or political belief. Requirement Essential Desirable Qualifications Experience A marketing related degree or equivalent experience in sales, marketing or membership/charitable organisation Experience of a portfolio of marketing activity Experience of results analysis and reporting Experience of line management of a small team Experience of budgeting and financial analysis Experience of working on a range of media promotions Producing annual marketing plans and media schedules Identifying and cultivating a range of marketing partners Appointing and managing Marketing Agencies and freelance designers including writing briefs and overseeing creative development 4

5 Skills and knowledge Personal Other Excellent knowledge of creative consumer campaigns, working on both creative and media aspects, across all media types Excellent knowledge of direct marketing Excellent knowledge of membership/loyalty campaigns Proof reading marketing materials. Use of Microsoft Word, Excel and PowerPoint at an 'Intermediate' level including producing reports and formatting letters Ability to think strategically as well as manage tactical activities Commercially astute with the ability to judge rapidly the potential of marketing initiatives. Dynamic approach to generation and execution of marketing activity. Ability to communicate accurately and effectively in verbal or written English Numerate and able to produce statistical comparisons. Organised, methodical and able to work to deadlines and targets. Self-motivated, entrepreneurial and commercially aware Able to prioritise their work to achieve these objectives. Supporter of Cycling UK s vision and mission. Willing to travel around the UK and work flexibly during weekends/evening on occasion. Excellent knowledge of market research and results analysis Use of the Internet to carry out research, obtain information and Cyclist Job Holder:.. Line Manager:.. Personnel Manager:. 5