National Lottery Promotions Unit Director Appointment Brief June 2017
Welcome letter from the Chair The role of the NLPU is to make sure more and more people across the UK become aware of these simple facts. As Director of a self-contained Unit hosted by the Big Lottery Fund and with a budget of 2million every year, you would lead the delivery of two or three big communications projects every year. Currently they include the National Lottery Awards, a partnership with the BBC to publicise some of our most interesting and innovative projects, and an ambitious project to strengthen the relationship between younger people and the Lottery. I am delighted you are interested in becoming the next Director of the National Lottery Promotions Unit (NLPU). You may not have heard of us before, but I can pretty much guarantee you will have been touched by the work of the bodies we bring together. The NLPU is an established joint venture between the operator of the National Lottery, Camelot, and the bodies who distribute National Lottery money to the arts, sport, heritage and community projects. Last year 650million was distributed to good causes in communities through 12,000 projects. That's why I'm confident you will have come across us - wherever you are from there will be National Lottery projects local to you and the chances are you or your family will have benefited from them. This is an exciting opportunity in which you will need creativity, a track record of excellent delivery and the ability to lead and motivate a small and very dedicated team. We don't mind if you are already an experienced leader or are stepping up into that role for the first time, as long as you have the right skills. The National Lottery has thousands of good stories to tell - I hope you are tempted to help us tell them. Jennie Price Chair National Lottery Forum 2 NLPU Director June 2017
About Us The National Lottery is one of the UK s most famous and recognisable brands. Did you know that every time a National Lottery ticket is sold 22p is generated for good cause funding; funding that in one way or another, is ploughed back into every community across the United Kingdom? NLPU is a public private partnership established to promote awareness and engagement with the incredible impact that this National Lottery funding has on people and places. To do so, we work across the National Lottery family of distributors to run high profile, impactful campaigns, including the annual National Lottery Awards in partnership with the BBC. The campaigning work of the Unit in 2016/17 generated traditional media coverage which reached 96% of the general public, in addition to significant success with regards to social media. For example, the National Lottery Awards alone achieved a social media reach of 65 million people, attracting nearly a million viewers and over 100,000 votes. The challenge now is to build on this for the future. You will have the active support and engagement of the Chief Executives and leadership teams of all National Lottery distributors, as they look to you to design and coordinate action across the Lottery family. You will be expected to bring dynamism, creativity and imagination to the role, and will be armed with an explicit mandate to lead change across how the Unit thinks about and delivers its campaigning work in the years ahead. How do we best engage significant media partners to highlight the impact of National Lottery funding? What does a renewed National Lottery Awards that is fit for the future look like? How do we engage a new generation of millennials with the National Lottery? And how do we make sure the amazing stories of National Lottery funding reach as many people as possible? These are some of the big questions that you will develop answers to over the months ahead answers that will play a key role in re-energising one of the United Kingdom s best recognised brands. This is a particularly exciting time for NLPU and the National Lottery family. There is a renewed determination from all distributors, Camelot and the government to highlight the importance of the National Lottery, and in particular, the difference that National Lottery good cause funding makes to national life in the 21st Century. Reflecting this commitment, the Unit is undergoing a restructure to better equip the team to build greater levels of public positivity towards the National Lottery. As Director, you will lead this revamped team, and have responsibility for shaping and overseeing a range of high profile campaigning activity. NLPU Director June 2017 3
Organisation Chart Director Head of Head of Manager Head of s (Nations) x3 Digital Intern Manager Manager 4 NLPU Director June 2017
Job Description Job Title: Reporting to: Location: Salary: Director Chair of the Lottery Forum 1 Plough Place, London, EC4 1DE To 70,000 and generous benefits Objectives of the Role The National Lottery Promotions Unit (NLPU) is a small team responsible for promoting positive public awareness of National Lottery funding and the projects it supports. This senior role will lead NLPU to deliver two to three major campaigns designed to communicate the impact of National Lottery funding to key audiences. They will ensure that the work of the Unit is brilliantly creative, well planned and hits demanding KPIs that will be set for each campaign. They will personally oversee the National Lottery Awards and be responsible for ensuring that other campaign leads deliver against agreed objectives. The role will also be responsible for the operational day-to-day service and team management. Accountabilities Delivering brilliant, creative and effective campaigns that showcase the impact of the National Lottery. Leading the Unit, reporting to the Chair of the Lottery Forum, and being held accountable by the NLPU Management Board for ensuring that the Unit is delivering against all its KPIs. Assuming overall responsibility for the Unit s 2million budget and ensuring that it is spent appropriately and in accordance with the Big Lottery Fund s financial standards. Involving National Lottery stakeholders, including distributors, Camelot and DCMS, in the development of campaign plans drawing on their funding expertise and best practice in communications. Negotiating with senior stakeholders and suppliers. Holding contractors to account and ensuring that they are set appropriately stretching targets. Researching target audiences and trends in their behaviour, and identifying impactful, engaging and innovative ways of reaching them. Inspiring the team to be high performing and can do. Line managing two Heads of s, one Manager, the Digital Intern and the Unit s presence in Cardiff, Belfast and Glasgow, inspiring and supporting them to realise their potential and to deliver against their, the campaign and wider NLPU targets. Innovating across digital and traditional media so that the NLPU is at the cutting edge of industry best practice, fully exploiting the wide range of ways of communicating with National Lottery players. Special working conditions Ability to travel and carry out occasional work outside normal hours Regular attendance and presentations to the NLPU Management Board and the various Lottery Forums throughout the UK. NLPU Director June 2017 5
Person Specification Essential experience knowledge and skills A significant record of achievement in at least one senior communications role and evidence to support this. A strong campaigner able to show how their action has contributed to organisational objectives. Evidence of leading, planning, co-ordinating and delivering complex communications campaigns for a range of audiences in a multi-channel environment. Expert influencing and negotiation skills, a proven ability to manage senior stakeholders and an understanding of the challenges of working with large and small charities. Excellent creativity and the ability to design and develop good content and encourage others to think creatively. Strong practical experience of PR, media relations, digital media, event management, filming, market research and insight, branding, evaluation and website development. Excellent written and verbal communication skills. Good presentation skills and ability to discuss and challenge thinking at a high level. Significant experience of managing external suppliers and budgets and a track record of selecting and helping agencies to deliver high quality work, within deadline and to budget. Attention to detail and advanced analytical and problem solving skills. A good understanding of modern communications evaluation techniques and experience of commissioning research to inform a communications campaign. A keen interest in and excellent knowledge of recent developments in digital and traditional media. Experience of running large scale procurement exercises to public sector standards. 6 NLPU Director June 2017
How to apply Please enclose with your application: A full CV including: Educational and professional qualifications A full employment history showing the more significant positions and responsibilities held Relevant achievements, budgets and staff managed Latest remuneration including any benefits A supporting statement of not more than 2 sides of A4 summarising your proven ability related to the person and job specifications and explaining your interest in the role. Please also advise us if you are unable to attend interviews during the dates specified. Daytime, evening and/or mobile telephone numbers (to be used with discretion). Recruitment Process Deadline for applications: Wednesday 5th July by 12.00 noon Longlisted applicants will be invited to interview with Prospectus: 19th - 26th July Shortlisted applicants will be invited to interview with the NLPU: Friday 11th August If having read the information you would like to have a conversation, please contact Sara Livesey or Stella Pedersen of Prospectus on 0207 691 1920 or email them on: sara.livesey@prospect-us.co.uk stella.pedersen@prospect-us.co.uk Terms of appointment The role will be based at Big Lottery Fund's offices in London with travel to other locations within the UK. NLPU Director June 2017 7
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