SENIOR MARKETING OFFICER (BBAF) (BETTER BUSES AREA FUND)

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1 SENIOR MARKETING OFFICER (BBAF) (BETTER BUSES AREA FUND) Grade: G (spinal points 29 to 34) Salary: 28,579 to 33,771 Status: Hours: 1 Year Fixed Term 37 hours CLOSING DATE: 12.00noon Thursday 31 May 2012 SELECTION EVENT DATE: Wednesday 13 June 2012

2 job description and person specification Name: Job Title: Reports To: Department/Location: Senior Marketing Officer BBAF Head of Marketing and Communications Organisational Development Date: April 2012 Job Purpose: Actively contribute to the development of the Marketing Strategy and lead the delivery of the communications plan associated with the delivery of the Better Buses Area Fund project, aligned to the delivery of SYPTE s overall Marketing Strategy to enhance and maintain our public image and perception of public transport in general. Organisational Chart: Head of Marketing and Communications Senior Marketing Officer BBAF Marketing Administrator BBAF

3 Dimensions: Responsible for the creation and delivery of the marketing and communications plan associated with the delivery of the Better Bus Area Fund bid which is related to the marketing of Smartcard Ticketing. This project is one such scheme that is contributing to SYPTE s overall Marketing Strategy to raise the profile of SYPTE and public transport in general. The Marketing and Communications Section currently comprises of 13 employees. The overall Marketing Section budget is approximately 1.6m per annum, plus potential capital expenditure of approximately 2m per annum. The budget for this project is c. 250k General Responsibilities: SYPTE s aim is to provide the best Public Transport system possible. The objective is the pursuit of excellence in meeting the needs of all potential passengers. SYPTE is fully committed to the active promotion of equal opportunities in its capacity as an employer. It is the individual responsibility of every employee to seek to ensure the practical application of this policy. Under the Health and Safety at Work Act 1974 all employees are required to take care of their own health and safety and also that of anyone else who may be affected by their activities. You must assist the organisation in complying with our statutory duties and must not interfere with or misuse anything provided to further health and safety. All Line Managers must ensure that SYPTE s Health and Safety Policy is implemented effectively along with ensuring safe working practices and conditions are in place within the areas under their control. SYPTE and its managers are fully committed to the learning and development of employees. Responsibilities/Key Accountabilities: 1. Actively contribute to the development and delivery of the SYPTE s Better Bus Area fund marketing strategy and associated communications plan in order to enhance and maintain the organisation s public image and perception and that of public transport in general, and to deliver the key objectives of the BBAF scheme. 2. Design, develop and deliver various marketing and promotional campaigns as determined by the Better Bus Area Fund communications plan and as approved by the Marketing Manager to support the marketing element of the Better Bus fund in order to ensure all such campaigns have the maximum impact and positive public and media coverage.

4 3. Design, develop and deliver Direct Mail campaigns both on and offline, as outlined and determined through the Better Bus Bid Marketing Plan. 4. Design, develop, deliver and manage the appropriate branding requirements for the Better Bus Area Bid. 5. Design and develop various corporate, promotional and marketing literature and materials, both paper and electronic, aligned to customer requirements, in order to maximise the impact of all such promotional material produced. 6. Ensure that the corporate standard sets for the production of corporate, promotional and marketing material and brand utilisation are adhered to, and continually provide guidance and support to employees at all levels in this regard. 7. Initiate the development of and maintain good working relationships with various stakeholders, both internally and externally, and other key partners who have an influence and impact on the marketing and promotional outputs, relevant to the delivery of the Better Bus Area fund objectives and continually promote public transport in South Yorkshire. 8. Proactively recommend and provide the Marketing Manager with any new and changing marketing opportunities, and identify new and innovative marketing and promotional campaigns that will enhance the image of SYPTE, its products and services and the objectives of the Better Bus Area fund. 9. Oversee on a day to day basis the relevant work of contractors and suppliers, engaged in promotional and marketing development work associated with the delivery of the Better Bus Area fund project on behalf of SYPTE. 10. Continually scan research and document best practice in the delivery of public transport marketing by means of commissioning market research in order to ensure that SYPTE can take advantage of this knowledge in its promotions and communication deliverables associated with this project. 11. Design and develop processes to improve marketing products and standards, making recommendations were appropriate, to enhance product delivery directly associated with the delivery and management of the Better Bus Area Fund objectives. 12. Collate and produce regular reports on the performance of the Better Bus Area Fund online and offline marketing campaigns, utilising marketing specific data and information as determined at the outset of the project to aid campaign evaluation, overall customer intelligence, and project reporting requirements. 13. Manage the effective utilisation of the marketing budget associated with the delivery of the marketing strategy and communications plan outlined in the Better Bus Area Fund scheme. 14. Provide cover for the Marketing Manager when necessary to ensure continuity and communication of interdependencies relation to the delivery of this specific project

5 15 Any other duties commensurate with the post as directed by the Head of Marketing and Communications. Planning and Organisation: Establish clear objectives and targets that contribute to the overall objectives of the delivery of this project. Produce and maintain reports and reporting processes to inform internal and external customers and carry out this activity on both a routine and ad hoc basis. Pro-actively analyse and act on new and changing factors which impact on the implementation and delivery of the project deliverables. Undertake the management of key actions/outcomes associated with the development and delivery of the communications programme to ensure that SYPTE maintains its operational flexibility in a changing business environment. Arrange, organise and attend internal and external meetings as necessary. Understand trends and the impact of developments as relevant to this project Co-ordinate and communicate this projects marketing and promotional campaigns and organise their effective delivery. Contribute to team-working within the Marketing and Communications Section and liaise with others to continuously improve cross functional efficiency. Decision Making and Use of Judgement: Actively participate in decision making as part of the Marketing and Communications Section team. Use information from the Head of Marketing and Communications, Marketing manager and other sources to prioritise and allocate resources to deliver this project. Regularly advise client departments of proposed marketing and promotional campaigns and their cost implications, as appropriate Manage direct report to ensure the effective use of human resources. Negotiate with commercial and public sector organisations in order to strike the best deal to public transport and SYPTE. Responsible for the promotion of key offers within customer facing locations. Use judgement and make rapid decisions where changing external factors require urgent action to be taken. Participate in post tender negotiations to ensure value for money is obtained in procured service relating to expenditure and income.

6 Participate in organisation decision making through membership of formal groups and committees. Essential Internal and External Relationships: Collaborative working with other members of the Marketing and Communications Management Team, the Better Bus Area Fund work package project groups and with other staff both inside and outside of Organisational Development and throughout SYPTE. Liaising with the appropriate personnel from external organisations for example; officers of local authorities, transport operators and marketing agencies to ensure a shared understanding of message in respect of local identity development. Liaising with Operators, Employers, Funding Agencies, Agents to develop and communicate the communication plan Liaising with Information Centre Management, Contact Centre Management, and Concessions and Ticketing to ensure the positive, consistent promotion of products. Manage externally sourced services and liaise with contract suppliers in order to maximise organisational marketing capability at minimum cost. Knowledge, Skills and Experience Required: Knowledge: Educated to A-level standard in a relevant subject or equivalent (including GSCE English & Maths (A to C) or equivalent) Essential Relevant professional marketing qualification or equivalent - Essential Knowledge and proven experience of current techniques and technology in terms of e-marketing specifically, , and SMS. -Essential Knowledge of relevant legislation affecting data and IT use including the Data Protection Act and Computer Misuse Act Essential Experience of creating and delivering multi-channelled communication plans Essential Knowledge and experience of utilising Public Relations, including Social Media as part of the promotional marketing mix - Desirable Skills: Strong computer literacy (ability to use Microsoft Office) Essential

7 Strong communication & presentation skills Essential Strong customer focus Essential Strong team working skills Essential Strong partnership working skills Essential Strong analytical and numeracy skills Essential Strong leadership skills Essential Strong project management skills Essential Strong performance delivery skills Essential Strong financial and commercial awareness Essential Experience: Substantive experience in similar marketing role, preferably including the management of direct reporting staff Essential Experience of developing and managing and SMS text campaigns Essential Experience of managing multi-channel, on and off line marketing campaigns - Essential Previous experience in direct marketing, particularly in the online and Marketing environments Essential Previous experience of new product development from conception to implementation Essential Post Holder: Line Manager: Agreed by: Date: Agreed by: Date: ACCEPTED AND REGISTERED IN HUMAN RESOURCES: Agreed by: Date:

8 SOUTH YORKSHIRE PASSENGER TRANSPORT EXECUTIVE EMPLOYEE SPECIFICATION POST TITLE: DEPARTMENT: Senior Marketing Officer (Better Buses Area Fund) Marketing and Communications/ Organisational Development Essential Desirable How Identified Knowledge: Educated to A-level standard in a relevant subject or equivalent (including GSCE English & Maths (A to C) or equivalent) Relevant professional marketing qualification or equivalent Knowledge and proven experience of current techniques and technology in terms of e- marketing specifically, , and SMS. Knowledge of relevant legislation affecting data and IT use including the Data Protection Act and Computer Misuse Act Experience of creating and delivering multi-channelled communication plans Presentation / Task

9 Essential Desirable How Identified Skills: Strong computer literacy (ability to use Microsoft Office) Strong communication & presentation skills Strong customer focus Strong team working skills Strong partnership working skills Strong analytical and numeracy skills Strong leadership skills Strong project management skills Strong performance delivery skills Strong financial and commercial awareness Knowledge and experience of utilising Public Relations, including Social Media as part of the promotional marketing Presentation / Task

10 Essential Desirable How Identified Experience: Substantive experience in similar marketing role, preferably including the management of direct reporting staff Experience of developing and managing and SMS text campaigns Experience of managing multichannel, on and off line marketing campaigns Previous experience in direct marketing, particularly in the online and Marketing environments Previous experience of new product development from conception to implementation

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