Stirling Council Job Description This job description may be amended from time to time dependent on job requirements and Service provision. Section A Post Title: Location: Reports: Position Number: Service: Marketing Officer, Economic Growth Stirling Service Manager, Economic Growth Sample Children Communities & Enterprise Grading Section Eval Ref. Grade. 11 Date 2017 Date: April 2017 Section B ORGANISATIONAL RELATIONSHIP and EMPLOYEE RESPONSIBILITY This section describes the reporting relationships of the job within the immediate organisation and if appropriate has detail of the organisation a tier above and below the job. Also described is responsibility for employees, (if any). ORGANISATION CHART Section C PRINCIPAL PURPOSE and OBJECTIVES This section lists the main (headline) responsibilities / accountabilities of the job.
2 The Marketing Officer for Economic Growth will have responsibility for promoting Stirling locally, nationally and internationally as a world class business, investment and tourism location. This post will lead on the development and promotion of the new Stirling, Alive with Scotland brand ensuring that it is highly visible and well-articulated to our communities and businesses as well as to key external audiences. Working closely with the communities across the whole of Stirling is a key part of this role. The Marketing Officer will support the promotion of individual locations and their strengths for business, investment and tourism whilst ensuring they are integrated into the overall area branding. The post will establish positive working relationships with our key partner organisations to ensure a collaborative approach to promoting Stirling is achieved. Promotion of Stirling s City Region Deal, and the opportunities it presents, to key audiences is another important part of the role. The postholder will play an important corporate and external role, supporting Council-wide change programmes to allow the Council to achieve the ambitious vision of a regenerated cultural and economic powerhouse. Of equal importance is the postholder s role in engaging with key local and national stakeholders and to ensure that our economic plans are achievable and are delivered to maximum benefit for all of the people of Stirling. Section D MAIN DUTIES and RESPONSIBILITIES This section provides detail of the main responsibilities / accountabilities. Individual tasks may be included. Note, these are illustrative only and are not exhaustive. Create and deliver effective marketing campaigns to support attraction of new business, investment and visitors. Work closely with key partners to develop and deliver collaborative marketing campaigns and promotional activity to establish a strong, uniform approach to branding and messaging for Stirling. Lead on the development of the new Stirling branding, increasing awareness in all key markets and encouraging partner and key stakeholder uptake. Manage the Stirling, Alive with Scotland social media channels, delivering creative campaigns. Work with individual communities to support their destination marketing activity and ensure alignment with Stirling, Alive with Scotland branding. Manage the content and development of the new YourStirling.com website, ensuring it is regularly updated with high quality, relevant and engaging content. Work closely with partners and businesses to draw out and promote success stories which support the message that Stirling is a superb live, work, play and invest location. Develop strong relationships with local, national and international publications to increase media coverage of Stirling and its successes. Act as a brand champion internally, working closely with our corporate communications team, to increase awareness of the new Stirling, Alive with Scotland branding and
3 messaging. Provide an excellent responsive and proactive Economic Development service to Stirling businesses, individuals and partners (where required). Support the drive for transformational change internally and externally to the Council, promoting a culture of continuous improvement in the way we deal with our residents, businesses and stakeholders as well as our internal colleagues. Promote collaborative working and the development of an organisational culture that supports responsibility to citizens the Council serves. This will include working beyond and across specific reporting lines. Engage with service users, communities and partners with an open and outward facing approach supporting community led initiatives where appropriate. Carry out all duties with due regard to the provisions of Health and Safety regulations and legislation, Data protection legislation, Diversity, Customer Service and any local agreements. Undertake any other duties as may be necessary from time to time, compatible with the nature of the post. It should be noted that the list of main duties and responsibilities in not necessarily a complete statement of the final duties of the post. Section E RESPONSIBILITY for PHYSICAL ASSETS, DATA and FINANCE This section details responsibility for physical assets, eg. vehicles, buildings, stock control / procurement, data, eg computers, record keeping, finance eg. budget holding / monitoring / cash handling. The post holder will have a responsibility for the financial resources of the Team by contributing to the budget setting / estimating process. Section F COMMUNICATIONS SKILLS This section notes examples of the individuals or organisations with whom the post holder will come into regular contact, and explains the nature of the communication and level of skill required by the postholder. The post holder will require a high degree of interpersonal skills and the ability to engage with and act as the Council s representative when dealing with a wide range of public, private and third sector organisations. Relationship-building skills, confidentiality and diplomacy are essential. This will typically be with:- Internal: Elected Members, Directors, Managers, members of staff, Trades Unions; External: Other Scottish Councils, Scottish Parliament, MPs/MSPs, planning partners such as Police, Fire & Rescue, NHS, the Higher Education Sector, DVSA, SEPA, COSLA, SOLACE, Loch Lomond and Trossachs National Park, Voluntary Sector, external agencies, private sector, members of the media and general public, the third sector. Section G MENTAL SKILLS This section details the level of problem solving, analysis, creativity, forward planning/scheduling required;
Work autonomously, with personal accountability for decision making under managerial direction. Be able to analyse situations and problems, and bring to resolution. 4 Section H WORKING ENVIRONMENT and PHYSICAL EFFORT This section details the predominant physical environment of the job e.g. Indoor/outdoor working, hazardous conditions, plus any specific physical effort. Any need for out of hours working will be noted. The post is indoors/office based but travel to external meetings and visits will be required. The post-holder will be required to work flexibly including out of hours and weekends. Section I KNOWLEDGE and SKILLS This section details the knowledge and skills including any qualifications, specific training or experience required. Essential Criteria: Experience in marketing, particularly destination marketing Strong copywriting skills for online channels and print Excellent digital marketing skills including effective use of social media channels to deliver successful campaigns A strong network of contacts in marketing and media across Scotland Highly creative Evidence of creating and delivering effective marketing campaigns Experience of effectively measuring ROI of marketing campaigns Evidence of creativity in using limited budgets to deliver high impact marketing and promotion campaigns. Have astute political awareness, in both the local and national context. Be able to analyse complex and wide-ranging information and develop strategies and plans. Be capable of exercising initiative and applying this to finding and implementing solutions to a range of situations and problems. Have experience of developing and implementing marketing plans. Have the ability to work effectively under pressure and respond positively to criticism. An understanding of local, national and international markets Relevant degree level qualification (or equivalent) together with evidence of ongoing continuous professional development. Ability to work to time and budget constraints. Excellent communication skills including effective negotiation and influencing with experience in presenting to a range of audiences and over a range of issues.
5 Valid driving licence. Desired Criteria: Have good contacts in business in Scotland and elsewhere. Experience of delivering successful PR campaigns Detailed knowledge of the legislative framework in which Local and National Government operates. Experience of researching and formulating policy. Effective people management skills. Good track record in financial management, interpreting and understanding complex financial and budgetary information. Experience of effective partnership and collaborative working with a range of public bodies, private sector and third sector. Have excellent understanding of local and national economic development issues.