Job Description. Director of Fundraising and Marketing

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1 Job Title: Brand Manager Salary and Pay Band: Band F, Level 2 Hours: Job Holder: Team (Directorate/ Nation): Location: Manager: 35 hours per week Vacant Fundraising and Marketing, MS National Centre North West London Director of Fundraising and Marketing Direct Reports: None Part 1: JOB PROFILE 1 MAIN PURPOSE OF JOB: To ensure MS society brand, culture and uniqueness is clearly articulated, communicated, understood and consistent across all activities, staff, volunteers and external audiences through brand engagement and promotion activities; an in particular to use change management and other activities focused around our 60 th Anniversary in December

2 POSITION IN ORGANISATION: Chief Executive Director of Marketing & Fundraising Other Directors Director of Information & Education Brand Manager Database Manager Head of Partnership Fundraising Head of Individual Giving Supporter Services Manager The post holder will work closely with the Director of Fundraising, Director of Information and Education and their line reports and also with the following: Other Directors across the Society Trustees and Councils Members and supporters of the Society Fundraisers, media & communications teams, website team All parts of the MS Society UK-wide External partners and suppliers 2 SCOPE OF JOB: 1. To develop the MS Society brand strategy 2. To develop and execute a fully integrated brand marketing communications plan supporting the overall brand strategy 3. To promote and embed the MS Society brand UK-wide to enhance our culture and essence 4. Co-ordinate and deliver a range of activities in line with our 60 th Anniversary in DECISION MAKING AUTHORITY: 1. Make decisions relating to marketing aspects of brand internally and externally and deliver promotional activities 4 QUALIFICATIONS & SKILLS LEVEL: Person Specification Qualifications - Degree or equivalent level - 2 -

3 Marketing qualification e.g. Chartered Institute of Marketing (desirable) Experience Experience of working in a marketing or brand management environment Practical experience of brand management campaigns with active membership/stakeholders Experience of success in using different marketing channels to build a brand Experience of consumer research and using this to drive the implementation of the brand Project management experience within a formal project management methodology and of managing various projects Experience briefing and working with external suppliers and internal stakeholders to ensure activities are on brand Experience working within a not-for-profit organisation (desirable) Experience of engaging all stakeholders in change (desirable) Experience of leading on a time specific organisational wide campaign in our case our 60 th Anniversary in December 2013 and using this to build the brand Knowledge and Skills A good working knowledge of marketing principles, particularly to support the building and promotion of a brand Good analytical skills of brands, market research, and market trends Good knowledge of different media channels for different audiences Numerate and able to manage budgets (income and expenditure) and to analyse financial data Demonstrable negotiation, influencing, networking, presentation and diplomacy skills Demonstrable ability to motivate self and staff across the organisation and secure the co-operation and involvement of key internal and external stakeholders Excellent verbal and written communication skills, confident at responding directly to individuals queries Competent with MS Office, particularly Word, Excel, Powerpoint and Outlook General Attributes Ability to work to and meet firm deadlines Ability to work in a team and on own initiative A flexible approach to work Good interpersonal skills to develop and maintain effective working relationships with a wide range of people inside and outside the Society A team leader, able to inspire others - 3 -

4 Part 2: MAIN DUTIES & KEY RESPONSIBILITIES 1. To develop the MS Society brand strategy 15% Develop a strategy that will build a strong brand that is fit for purpose and will support our business objectives Develop and implement a brand research, tracking programme that will monitor the brand and build an understanding of brand perception. Make informed decisions on brand development, support new brand activities, ensure the brand values and culture are reflected accurately. Liaising with legal and compliance personnel, to ensure the brand collateral is registered for trademark and intellectual property rights where necessary and that this value is understood 2. To develop and execute a fully integrated brand marketing communications plan 35% Develop and execute a fully integrated brand marketing communications plan supporting the overall brand strategy Ensure marketing communications plan for the brand includes internal and external customers through strong stakeholder planning Monitor customer and supporter reactions to brand through focus groups and market research ensuring this feeds into the brand communication planning Implement the brand guidelines - making sure they are followed and adapted appropriately Oversee the production of marketing products through a variety of channels which may include TV and radio adverts, newspaper and magazine advertisements, or on-line campaigns, and road shows Be responsible for selecting, managing and maintaining good working relationships with 3rd party suppliers as necessary. Be responsible for and closely monitor the quality of marketing communications produced and creative execution of the brand. 3. To promote and embed the MS Society Brand UK-wide to enhance our culture and essence 15% Work across the charity (staff and volunteers) to create an understanding and awareness of the brand, ensuring the brand is represented accurately and appropriately and consistently communicated. Work with the all stakeholders including volunteers to improve brand understanding, consistency and the quality of material produced. Use all necessary channels to ensure new staff and volunteers understand their roles in replicating and promoting the brand such that the organisation breathes the brand Develop and communicate strong brand messages reinforced through media stories, award success, and internal story telling Work with HR to ensure that living the brand is evident in throughout our HR practice - 4 -

5 4. Co-ordinate and deliver a range of activities in line with our 60 th Anniversary in % With a project team to develop a programme of activities which will look back over 60 years of success for the MS Society, celebrate our accomplishments and look forward to future success over the next 60 years Work across the Society to engage all stakeholders in the design (but especially senior staff, volunteers and member) and implementation of the 60 th anniversary programme Manage the project team and activities to deliver to the required milestones and objectives Ensure consistent messaging and delivery throughout the programme which embeds the brand throughout the Society Ensure appropriate resources are planned for and available to deliver the anniversary programme Ensure the anniversary builds our brand amongst key stakeholders including people with MS, branch volunteers, staff, and donors This scope of this role will be reviewed at the end of this major project. Other Duties The post holder should be prepared to attend MS Society meetings in different parts of the country. Some meetings may be during evenings or weekends. 1. The post holder will be working in a developing environment and he/she will therefore be expected to undertake other appropriate duties as required for the effective operation of the MS Society. 2. Health and Safety: Responsibility for health and safety in the area under his/her control and ensure that he/she is familiar with the Society s policy statement on health and safety at work. 3. Equality and Diversity: Respect the unique contribution of every individual and work positively in an equal opportunity and diverse environment. Job Holder s signature Print Name: Date: Line Manager s signature Date: Print Name: - 5 -

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