Job Description. Director - Policy & Communications. Corporate Director - Strategy & Performance

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1 Job Description Job Title: Location: Reports to: Responsible for: Director - Policy & Communications Barkingside/London Office Corporate Director - Strategy & Performance Marketing Brand Digital Internal Communications Policy & Public Affairs Media JOB PURPOS: 1. To lead a holistic and integrated approach to key service areas working collaboratively to significantly raise the external profile of Barnardo s, with excellent internal communications at all levels. 2. To manage diverse, multi-disciplinary and geographically dispersed teams, bringing coherence and cohesion to deliver against demanding objectives. 3. To ensure our approach to external influencing and policy development is robust, rigorous and effective. 4. To drive Barnardo s reputation as the charity of first choice for key audiences and stakeholders. 5. To lead the targeting and building of relationships with Barnardo s partners, supporters and stakeholders through a wide range of channels using appropriate marketing techniques, working collaboratively with the Income and Innovation directorate, to support the income generation for the charity. 6. To attend the Corporate Leadership Team (CLT), as a key contributor. KY DIMNSIONS Budget - Responsible for the effective management of a total revenue expenditure budget in excess of 5.8m including external contracts i.e. TV, Brand campaigns etc Staff Responsible for the effective management of c.75 staff, with 6 direct reports plus administrative support Resources - Responsible for the proper use and safekeeping of major physical assets and resources.

2 Key working relationships - internal: Key member of the Strategy & Performance senior management team. Create and nurture effective working relationships with senior managers across the charity, working to define best practice and application across all communication channels. To work with key members of the Trustee Board, as required. Key relationships - external: A range of partner agencies, both existing agencies and agencies yet to be appointed. Working with VIPs, including President and Vice Presidents, celebrities, and High Value Supporters as part of our overall marketing effort. Influencing campaigns, lobbying and engagement of relevant parliamentary stakeholders at the highest level, such as Ministers, Government agencies, media opinion formers etc, as appropriate. COR RSPONSIBILITS: Leadership 1. To be an active, effective and accountable member of both the Corporate Leadership Team and Corporate Leadership Group, exhibiting strong corporate leadership, leading by example and upholding the principles of the Leadership and Management Behaviours. 2. Provide leadership, communications and action, which will exemplify the charity s Basis and Values, sense of purpose and commitment to ensure equality of opportunity and inclusion. 3. Work collaboratively with senior colleagues across the charity to identify and deliver the Corporate Strategy. 4. Take a lead role in implementing significant change programmes using skills and experience to win hearts and minds and ensure transitions are implemented with maximum efficiency and minimum disruption to business provision. 5. nsure that direct reports are prepared to enable the CLT and Trustee Board to fulfil their governance responsibilities. 6. To work collaboratively with the Directors of Retail and Trading, Fundraising and Commercial Services & Innovation and their teams to collectively deliver on our strategic and operational goals. 7. To protect and enhance the charity s reputation against its purpose and mission, delivering positive coverage and support. Service specific

3 1. Lead, manage and develop a holistic management team of Deputy Directors, Heads, Assistant Directors, Heads of Service, and their directs reports, ensuring that clear objectives are set and they are accountable for the success of their business area in delivering the Corporate Strategy. 2. Lead, manage and develop a Policy & Communications Strategy that delivers the objectives of the Corporate Strategy across the whole charity. 3. Create and sustain a financial strategy for the department which appropriately deploys resources to achieve the objectives of the Corporate Strategy, recognising risks, and opportunities to support the generation of funds, and maximising efficiencies also ensuring strong budget management. 4. Work with key opinion formers, the media, relevant government departments and other stakeholder organisations to enable Barnardo s to influence and affect the awareness, understanding and development of policy, strategy and legislation which impacts children and young people and drive support for our campaigns and our work. 5. Lead the development and reputation of Barnardo s communication formats and branding in the UK, promoting the work of the charity, high profile campaigns and responding to media interest as appropriate. 6. Lead the input for Influencing Campaigns across the UK with a four nations perspective and oversee the effective dissemination of research, working collaboratively with appropriate colleagues and stakeholders. 7. Anticipate and keep up to date with current trends, legislation and relevant policy, and to maintain awareness of any developments and issues affecting Barnardo's in its professional, organisational and public aspects. 8. Lobby Ministers, key politicians and Civil Servants on issues of policy and legislation relevant to Barnardo s, work via the Parliamentary Advisor on Bills before Parliament and oversee delivery of consultation responses to Government departments and other relevant bodies. 9. Represent the organisation and/or external coalitions or consortia on key stakeholder or reference groups convened by Government and make presentations to external conferences and workshops. 10.To lead and define the Policy & Communications strategy in line with the Corporate Strategy. 11.To own and drive delivery of all the Policy & Communications team KPIs, define and deliver annual plans that build and maintain our reputation amongst all core audiences.

4 12.Develop and maintain a robust financial plan for the Department, delivering efficiency and value for money. ROL SPCIFIC ACCOUNTABILITIS: 1. Lead and direct the strategic and general management of the following departmental services/functions on behalf of the charity: Marketing Brand Digital Media Internal Communications Policy & Public Affairs 2. Lead and direct, or significantly contribute to, the effective development and implementation of the following strategies on behalf of the Chief xecutive: Corporate Strategy (contribute) Influencing Strategy (lead) Internal/xternal Communications Strategy (lead) Marketing Strategy (lead) Brand development plans (lead) Digital Strategy (lead) Income Generation strategy (contribute) Media Plans (lead)

5 PRSON SPCIFICATION Key Indicator Part 1 - ssential xperience A proven track record of success in a high profile policy and/or communications management role within an organisation of comparable scope and complexity. A high degree of political nous and awareness of UK wide public policy, including the emerging implications of national and regional devolution. ssential/ Desirable xperience in developing and implementing marketing and communications strategies. xperience in campaigning and influencing, with the proven ability to design and run multimedia campaigns, to influence at all levels of social policy making and to persuade colleagues to support campaigning/influencing efforts. xtensive experience of reputation management and dealing with senior level editorial contacts and lobbying and campaigning to effect change. xperience of working with interagency and inter professional groups and with senior level staff in the public/voluntary/political sector A strong team leader and motivator, experienced within a performance management framework. D D

6 vidence of making a significant contribution to corporate management though teamwork, influence and personal leadership. Substantial, demonstrable experience of successfully leading multi-disciplinary teams, whilst improving performance. xperience of managing complex budgets, and successfully achieving challenging financial targets and objectives. Part 2 Knowledge, Abilities & Skills ducated to graduate level or equivalent professional qualification in relevant specialism with clear evidence of continuing professional and personal development. Able to demonstrate and articulate a clear understanding of diversity, equality and inclusion issues and the implications for the service planning and delivery. A sound knowledge of social welfare policies impacting on children, young people and families. A digital convert demonstrate a deep understanding of the opportunities and challenges effective digital communications currently present, and a handle on where they will go next. An excellent standard of written, listening and oral communication skills, including report writing and presentation skills, for a diverse range of situations and settings. Confident user of standard Office applications including word processing, spreadsheets, -Mail D D Application/ Application Application/

7 and presentations. Part 3 Competencies & Behaviours Impact & Influence Demonstrates the ability to achieve individual and organisational objectives and targets through the use of effective negotiating and influencing techniques. Intent to persuade, convince and influence others in internal or external environments in order to get support for Barnardo s desired agenda. xternal environments may include media, politicians, local authorities, corporate clients and professional bodies. Developing Others Genuine intent to foster the longterm learning/ development of others. Develops others to achieve excellence through detailed feedback on current performance, knowledgeable support and meaningful assignments, recognising and celebrating individual success and achievement. Interpersonal Understanding Understands, interprets, responds to others concerns, motives, feelings and behaviours; accurately recognises strengths and limitations in others. Manages own feelings effectively to sustain a constructive input in a group setting as well as a one-to-one setting, even when working under stressful conditions. Leadership and Management Behaviours Act as a role model for the Barnardo's Leadership and Management behaviours, positively demonstrating the following: Strategic thinking Deciding and initiating action; Interview/ Interview/ Interview/ Interview/

8 Formulating strategies and concepts; Adapting and responding to change; ntrepreneurial and commercial thinking. Leading and engaging Leading and deciding; Adhering to principles and values; Relating and networking; Interacting & Presenting. Driven to deliver Deciding and initiating action; Leading and deciding; Persuading and influencing. Barnardo s Basis and Values, and quality & Diversity Code of Conduct Actively demonstrate Barnardo's Basis and Values and quality & Diversity Code of Conduct in all areas of work: Respecting the unique worth of every person Interview/ ncouraging people to fulfil their potential Working with hope xercising responsible stewardship Circumstances Requirement to undertake external representation and media duties on behalf of Barnardo s Requirement to attend/represent Barnardo s at meetings and events outside of normal working hours Able to travel to a number of locations and work away from home 1-2 days per week, as and when required Flexibility in working hours and location, as per contract of employment

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