Job Description. Senior PR and Marketing Manager. Whizz-Kidz Headquarters London, Victoria

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1 Job Description Job Title: Senior PR and Marketing Manager Job Ranking: 3 Responsible to: Location: Head of Communications Whizz-Kidz Headquarters London, Victoria Hours per Week: 37.5 Date: February 2016 Job Purpose: The Senior PR and Marketing Manager's role is pivotal to raising awareness and building support for both the status of Whizz-Kidz as a youth service provider and as a fundraising charity. The Senior PR and Marketing Manager plays a crucial role in establishing Whizz-Kidz as the champion of young wheelchair users and putting forward the 'voice' of disabled children and young people in the UK. The key focus of this job role is to develop, lead and implement the charity s PR and national marketing strategies to significantly increase the charity s profile. The Senior PR and Marketing Manager is the driving force for all national PR campaigns and is responsible for building relationships with the media at all levels, creating opportunities to engage them and secure the best possible coverage for Whizz-Kidz. The Senior PR and Marketing Manager is also responsible for planning and delivering strategic national marketing campaigns to help increase the charity's reach and brand value, growing the understanding and recognition of Whizz-Kidz, particularly as a youth service provider, amongst its key target audiences. The Senior PR and Marketing Manager deputises for the Head of Communications and supports on wider communications initiatives as required. Main Duties and Responsibilities: 1. Media Relations 1.1.Proactively cultivate new, and nurture existing, media (print, digital, broadcast) contacts, leading on a contact management programme and building our credibility and effective working relationships with journalists, researchers and broadcasters across national/regional media, consumer magazines, broadcast, trade and online media.

2 1.2.Identify issues or stories with high media value, packaging them creatively for media sell in and feature ideas, as well as identify piggy-backing opportunities. Regularly secure opportunities to shine light on issues that directly relate to our work e.g. youth service provision, wheelchair provision, mobility, etc. and the broader issues affecting disabled children and their families. 1.3.Develop a list of media spokespeople including young beneficiaries, families, fundraisers and staff to communicate the stories and value of Whizz-Kidz' work. Support and brief media spokespeople as and when required, using own expertise as well as external trainers where appropriate. Act as a media spokesperson as required and an ambassador for the charity at all times. 1.4.Regularly update the news section and other areas of the Whizz-Kidz website, uploading press releases and other media materials as appropriate. Share high profile media coverage across the organisation and ensure that media opportunities are then capitalised on across communications platforms e.g. social media and marketing. 1.5.Develop, maintain and review the charity's crisis management procedures in conjunction with the Head of Communications and Senior Management Team (SMT). Ensure that any crisis is managed effectively internally and that the relevant people are informed and kept abreast of the changing environment. 1.6.Manage and maintain the charity's reputation and brand integrity in the media in the event of any press or public intrusion (e.g. on social media) and ensure an effective response at all times. 2. Marketing Campaigns 2.1.Meet regularly with team leaders and key members of the Communications Team, Young People's Services Team and Fundraising Teams in order to identify national/brand marketing and awareness raising opportunities, as well as to increase integrated and cross team working. 2.2.Ensure that the Young People's Services and Fundraising Teams get excellent marketing advice to guide their teams' regional/community/direct marketing plans and activities, which they take responsibility for delivering. Provide teams across the organisation with guidance and advice to help them develop engaging and 'on brand' collateral materials. 2.3.Lead on national and high impact marketing campaigns which particularly focus on raising our profile as a youth service provider, in order for Whizz- Kidz to reach more beneficiaries. 2.4.Organise and co-ordinate the representation of our brand at high-impact, and relevant, trade fairs, exhibitions and events which have the potential to reach new audiences, working with colleagues to deliver effective results.

3 2.5.Work closely with the Digital Manager to develop and implement our digital marketing activities, ensure that digital assets are used across communication platforms and shared throughout the organisation. 3. Strategy and Planning Effectively for the Future 3.1.Work with teams across Whizz-Kidz to develop, plan and implement the charity s marketing and PR strategies (short term and long term) with clearly defined objectives and targets. Foster an integrated approach across the charity and maximise on resources at all times, seeking pro bono support where appropriate. 3.2.Identify, secure and manage strategic national media and regional partnerships, increasing our capacity to secure guaranteed coverage and awareness/income, including pitching for Christmas media appeals. 3.3.Monitor media coverage, annual subscriptions and proactively pursue any new or relevant media opportunities that may arise through this analysis. 3.4.Work closely with the Digital Manager to track the impact of marketing campaigns (online and offline) and incorporate learning into future strategies and initiatives. 3.5.Identify, secure and manage strategic celebrity/vip engagement and coordinate approaches to agents and publicists. Evaluate their involvement and media value against the organised identified needs. Delegate celebrity/vip activity to other teams across the organisation as appropriate. 3.6.Have oversight of PR and marketing outputs and commitments in projects and fundraising partnerships and ensure that these are delivered in collaboration with relevant teams. Work closely with the Fundraising Teams to build meaningful PR and marketing outputs and outcomes in future fundraising bids. 4. Messaging, Branding and Corporate Identity 4.1.Effectively promote, manage and maintain the Whizz-Kidz brand across all of the charity s activities and platforms ensuring consistency of message and strict adherence to the corporate guidelines. 4.2.Ensure all staff are brand aware through brand induction sessions for all new starters, as well as regular refresher workshops for existing staff to ensure appropriate use of the charity s brand. Respond to internal, external, marketing/branding enquiries, managing expectations and nurturing any potential incoming leads/opportunities where appropriate. 4.3.Update the charity s brand guidelines and collateral portfolio as required. 4.4.Be a channel for proofing and approving commissioned print and other external communications, merchandise and a variety of other communications produced across the charity, ensuring consistency and high standards are maintained.

4 4.5.Develop and manage the charity s PR and marketing toolkit, including the production of fact sheets, journalist briefings and case studies. 5. Content Creation and Management 5.1.Continually seek opportunities to create new multimedia content e.g. pictures, videos, case studies, news stories, blogs, etc. to demonstrate Whizz-Kidz impact, directing colleagues as relevant. Disseminate new multimedia content illustrating project activities to media and other key stakeholders. 5.2.Work with young beneficiaries and families to collect high-quality user generated content to help communicate the impact of Whizz-Kidz and issues connected to disability. 5.3.Liaise with specialist agencies (design, print and web) to ensure consistency, quality, accessibility and effectiveness of all print and on-line materials. 5.4.Commission new photography, videos, infographics and other tools as required. 5.5.Build support for Whizz-Kidz amongst external vloggers, bloggers and influencers to raise awareness about the charity's work and value through their profile and platforms. 5.6.Implement a quality control process by periodically analysing samples of branded materials created by other teams and colleagues to ensure brand consistency and potency. 6. Other 6.1.Proactively stay aware of the ever-changing media environment to pick up on potential awareness opportunities, current trends, circumstances or topical issues that will enhance Whizz-Kidz' position and voice. 6.2.Provide out of hours press office cover as required. 6.3.Work with the Head of Communications and colleagues to manage the team's budgets and expenditure. Proactively identify cost savings and secure pro bono support to meet the organisation's aims. 6.4.Deputise for the Head of Communications and support on wider communications initiatives as required. 6.5.Carry out any other tasks within the scope of the role to meet the needs of the Communications Team and the charity as directed by the Head of Communications and/or the Director of Fundraising and Communications and the Chief Executive as required.

5 Standard Clauses The post holder will work within all policies, procedures and budgets set by Whizz-Kidz. The post holder will act at all times in the best interest of Whizz-Kidz. The post holder will form effective working relationships with all staff members, volunteers and outside organisations as appropriate. The post holder must accept responsibility for ensuring that the policies and procedures relating to Health & Safety in the workplace are adhered to at all times. The post holder must respect the confidentiality of data stored electronically and by other means in line with the Data Protection Act. The post holder will not disclose to an unauthorised person any confidential information acquired through official duties unless they have received official permission to do so. The above list is not exclusive or exhaustive and the post holder will be required to undertake such duties as may reasonably be expected within the scope and job rank of the post.

6 Person Specification Job Title: Senior PR and Marketing Manager Essential/Desirable Knowledge: Understanding and familiarity of Safeguarding Children, Young People E and Vulnerable Adults, the Equality Act, Data Protection and Health & Safety Understanding and familiarity with government policy, legislation and D services affecting disabled children Understanding of PR, advertising and cross-media activities E Good knowledge of a wider variety of tools and techniques across the E marketing mix Skills/Personal Qualities: Excellent project management skills from inception to evaluation E Excellent interpersonal skills with the ability to communicate at all levels E Able to multi-task, work calmly under pressure and meet tight deadlines E A high degree of accuracy and attention to detail E Good level of computer literacy E Strong news sense and ability to maximise media potential E Evidence of an ability to produce strong and compelling multimedia and E written content, on a wide range of subjects and for a variety of audiences Authoritative manner with ability to give expert marketing advice to E colleagues at all levels Adept at finding innovative and low or no cost solutions to marketing E tasks Experience: Experience of working in a PR and marketing role, either in an agency or E in house Experience of working on local or national campaigns E Proven ability to harness effective marketing techniques to reach E consumers Experience of developing marketing materials, from brief to production E Experience of negotiating and leveraging partnerships, with record of E success Experience of managing external suppliers, including design agencies E Experience of working directly with disabled children and young people D Qualifications: Educated to degree level or possess a relevant qualification or appropriate experience in a directly related post Circumstances: Able to work irregular and/or extended hours, including weekends E Please note: This post is subject to an Enhanced DBS Disclosure, which will be sought prior to the confirmation of a job offer. All Job Descriptions to be submitted to the Head of HR. E

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