APPOINTMENT: DIRECTOR OF COMMUNICATIONS

Transcription

1 APPOINTMENT: DIRECTOR OF COMMUNICATIONS Introduction Page 3 Dear applicant, Thank you for your interest in Unicef UK. It s wonderful that you d like to join us in our mission to save and change the lives of the world s children. Globally, Unicef operates in over 190 countries, providing critical humanitarian assistance in emergencies and longerterm development and technical assistance in developing nations. Unicef UK is one of the 34 national committees for Unicef, operating in higher income contexts to raise funds and awareness and seek to influence policies and practices, to protect the rights of every child, wherever they may be. In the UK, we are a very successful national committee, providing growing and vital support for the work of Unicef in its work as the leading global organisation for children and their rights. We have achieved significant growth in income and influence for children. Our voluntary income has doubled in under five years and is set to approach the 100m mark for the past year. As we begin 2016 we enter a critical, new and exciting time for our organisation. Our Executive Director will be handing over the reins to a new leader and we will embark on a journey to deliver a new, ambitious strategy for growth and development of the organisation. We are now looking for a new Communications Director who believes in our cause, shares our values and has an appetite for ambitious new challenges. We are looking for a proven strategic leader, with experience of developing a high-performing organisation through leading an inspiring and integrated approach to communications. They will bring together our communication activities under a highly-recognised brand, engaging our valued supporters with our international and domestic programmes of work, with our advocacy and with our major fundraising initiatives. As our Communications Director you will report to me as part of the leadership team for the Communications, Advocacy and Programmes Directorate, alongside our Public Affairs Director and our UK Programmes Director. You will play a critical role in driving a dynamic organisation-wide strategy to enhance the impact and influence of Unicef UK. You will provide clear direction for a high-performing team, delivering compelling messages, raising more money and changing policy and practice for children. You will be comfortable operating in a fast-moving and creative environment, and be able to welcome innovation, enthusiasm and ideas, while ensuring a focus on strategic results.

2 To be successful, you will have the skills, experience, emotional intelligence and personal confidence to tap into the potential that each member of staff brings. It is essential that you bring substantial communications, media and brand experience, and you must have proven leadership experience in a large and complex organisation. Above all, you must have a deep commitment to children s rights and international development, together with the ambition to make a difference. If you think you have what it takes I look forward to hearing from you. Kind regards, Lily Caprani, Deputy Executive Director (Communications Advocacy and Programmes) ABOUT UNICEF UK Unicef believes that every child has the right to a childhood, to be educated, to be healthy, to be treated fairly and to be heard. Founded by UN Charter in 1946, Unicef is the world s largest children s organisation and is committed to long-term humanitarian and development assistance to children. Working in over 190 countries worldwide, Unicef focuses strongly on engagement and partnership with local communities and organisations. The organisation seeks to uphold the Convention on the Rights of the Child through continued development assistance, as well as through relief efforts in times of disaster and emergency. The global mission states that Unicef strives to establish children s rights as enduring ethical principles and international standards of behaviour towards children, operating through work in focus areas like child survival and development, basic education and gender equality, HIV/AIDS and child protection. Unicef is funded exclusively by voluntary donations, and up to one-third of those funds are raised by 34 National Committees in higher income countries including a substantial contribution from Unicef UK. Acting as Unicef s advocate and public voice for the UK, we promote Unicef campaigns, increase the organisation s global visibility, and raise funds from the public and from the private sector. 6 Unicef UK is one of the UK s largest charities, and one of the fastest-growing. In 2014 the organisation raised more than 90 million in support of the cause of children s rights and wellbeing worldwide and is set to approach the 100m mark for Through UK-based campaigns, advocacy, lobbying and enlisting the help of high-profile ambassadors, Unicef UK encourages awareness of Unicef s activities globally, and champions children s rights in the UK and internationally.

3 Unicef UK is a charitable company limited by guarantee, and is governed by a Board of Trustees. The Board meets regularly to manage the charity s strategic direction, to ensure it complies with relevant regulations and maximises its effectiveness. Find out more about our Board here: Unicef UK employs almost 300 people, most of whom are based at Unicef House in Clerkenwell, Central London. We also employ a number of remote workers throughout the UK. Chief Operating OUR WORK 2016 is the first year of our ambitious new 5 year plan. Unicef UK will continue to build on historic success in fundraising and influencing. Our vision is a world fit for every child. We are here for every child, particularly the most vulnerable. All over the world, including in the UK, we realise children s rights and promote their voice. Through the power and passion of our supporters, we raise money and campaign to protect children in danger. Unicef globally promotes the rights of every child, everywhere, focusing on the most disadvantaged and excluded children and seeking to deliver on the Sustainable Development Goals. Unicef UK supports Unicef s global remit, but with a particular focus to 2020 on six areas. These six outcome areas are framed via our Children in Danger campaign, which aims to make the greatest difference for children through integrating our fundraising and influencing. In 2016 we will embed, test and iterate this new approach which puts outcomes for children more firmly at the centre of our work. Our goals to protect every child in danger are: Put an end to violence against children and ensure every child can grow up in a world without fear Ensure that children get the help they need to stay safe and strong when disaster and conflict strike. Put an end to preventable disease and the unnecessary deaths it causes Put an end to hunger and ensure every child gets the nutrition they need to grow up healthy and strong Our goals to protect the future for every child are: Ensure inclusive and quality education for all children, supporting children in the UK to learn in an environment which promotes and respects their rights Ensure that climate change is framed as danger for children, with Unicef UK promoting sustainable solutions that increase children s resilience to cope with the impacts of climate change and natural disasters Communicating about our work for children in danger is central to achieving our fundraising and advocacy goals, driven through creative media engagement and with the support of our high profile Ambassadors. The Communications Director currently has direct management responsibility for four teams and line management for project directors leading key crossorganisation projects: Media Relations: getting cut-through media coverage on news and emergencies, corporate partnerships, and public fundraising and campaigning.

4 Ambassador Relations: engaging high profile, long term supporters in publicising and championing our advocacy and fundraising work, including through major events like the Soccer Aid telethon. Brand and marketing: building the Unicef brand in the UK to reach millions of new supporters in bold and creative ways through our fundraising and advocacy work and providing creative support to the whole organisation. International Programme engagement: linking our work with the wider global organisation, through in-depth knowledge of Unicef humanitarian and development programmes. Strategic Communications lead and special projects director(s) with crucial strategic role in relation to major projects, including 7: The David Beckham Fund for Unicef and a strategic approach to long form television and video content, amongst others. We are moving towards increasing integration between our various teams and departments to ensure we maximise our impact for children. Much of our work is now delivered through cross-organisational projects. Examples of cross-organisational projects in which the Communications Director plays a critical role are as follows: Children in Danger campaign Unicef UK has launched an ambitious campaign focused on protecting children in danger from disease, malnutrition, violence, war/conflict and disasters. The campaign For Every Child in Danger integrates the organisation s influencing, fundraising and brand work to achieve the greatest change for children. The campaign has enabled us to reactivate our brand with a much sharper focus on children in emergencies and created opportunities to increase emotional engagement with Unicef UK among our key target audiences. It has been a vehicle for highly successful initiatives and actions, including our influencing to secure a commitment as part of the new Sustainable Development Goals to end violence against children in all its forms. The campaign is overseen by a cross-organisation board, with the Deputy Executive Director, Communications, Advocacy and Programmes leading as Project Sponsor, working closely with the Communications Director. 7: David Beckham s Fund for Unicef To David Beckham s tenth year as a UNICEF Goodwill Ambassador, UNICEF and David Beckham launched 7: The David Beckham UNICEF Fund, which aims to help protect millions of children from danger. 7: The David Beckham UNICEF Fund is David s personal commitment over the next decade to helping children who need it most. Through 7, David will use his powerful global voice, influence and connections to raise vital funds and advocate for change for children across every region of the world and in every aspect of UNICEF s work for children. With several high profile moments already delivered in 2015 the project is going from strength to strength. The project is global in scope, and is managed by Unicef UK on behalf of the international organisation. It is overseen by a cross-organisation board, with the Deputy Executive Director, Communications, Advocacy and Programmes as Project Sponsor, working closely with the Communications Director in the UK and in liaison with our Headquarters in New York and Geneva. Content and Television Strategy Unicef UK has strong TV history, securing commissions including Ewan McGregor: Cold Chain Mission on BBC2, The Common Wealth Games partnership on the BBC, SoccerAid on ITV and most recently Unreported World on Channel 4, David Beckham s For the Love of the Game on BBC1, and The Boy on the Bicycle on CBBC.

5 We are using our experience of working in the TV world to develop a robust TV strategy; using research and insight to help us better understand what motivates our audiences. The strategy will ensure we know how to secure commissions on desired channels and ensure we continue to meet ambitious fundraising; advocacy; and brand engagement targets whilst capitalising on the power of multi-platform story-telling. Emergencies Strategy Unicef UK has an ambitious goal to be the number 1 UK charity in protecting children in emergencies, requiring fundamental change in the way we talk, work and live emergencies. We aim to secure better outcomes for children in emergencies by increasing flexible funding and ensuring equity for children in committing ourselves to chronic silent emergencies. We want to secure the most emergency income, achieve policy changes by the UK Government that improve the protection of children in emergencies and create the highest levels of awareness by offering expertise, engaging in all conversations on emergencies and securing strategic partnerships that amplify our voice and reach. THE ROLE Job Title Reporting to: Department/Team Location Hours Salary Band/Grade Duration Director of Communications Deputy Executive Director, Communications, Advocacy and Programmes Communications Unicef House, 30a Great Sutton Street, London, EC1V 0DU 35hrs per week (9.30am 5.30pm) Band 10: 58,312-67,668 per annum inclusive of 8,608 Job Premium Permanent Purpose of Post The role of Communications Director is one of great breadth, with huge scope for inspirational leadership and team building across Communications teams, and working together with project teams to achieve fundraising, advocacy and brand objectives. The successful candidate will be responsible for bringing together these wide ranging responsibilities across the organisation to ensure an integrated approach to achieve our strategic goals of increasing income and influence. Reporting to the Deputy Executive Director, Communications, Advocacy and Programmes, who has overall responsibility for all external communications and brand, the Communications Director is a member of the wider senior management group and is expected to lead corporately across the whole organisation. With the Deputy Executive Director for Communications, Advocacy and Programmes, the Head of Media and other colleagues, you will take responsibility for safeguarding the reputation of Unicef UK, using foresight to identify and mitigate any major communications risks and managing any communications crises that may arise.

6 Strategic Leadership Taking a lead role in developing and implementing Unicef UK s external communication and brand, programme and advocacy strategies. Providing senior management support for major cross-committee activities and projects, including the Integrated Marketing Group. Working closely with senior managers across the organisation, including Fundraising and Advocacy Directors. Line managing the four team heads for the teams within the communications directorate Media, Ambassador Relations, Brand and International Programme Engagement as well as special Project Directors as appropriate. Working to ensure a positive, innovative, consultative and empowering managerial and organisational culture throughout the Communications teams and Unicef UK. Deputising for the Deputy Executive Director as appropriate. Planning and Finance Contributing, together with colleagues to Unicef UK s strategic planning process and ensuring that communications and brand targets are established and communicated in a consultative manner, monitoring and reporting results and course-correcting as necessary. Ensuring that the communications, programme plans and budgets are delivered on time, and that the Communications Directorate actively participates in crossorganisational planning activities. Providing communications input for the monthly/quarterly income and expenditure reports and forecasts; to prepare other reports and assessments as required by the Deputy Executive Director, the Board of Trustees and its Sub-Committee. Communication and Representation Acting as an organisational representative as required. Keeping abreast of key sector, communications and marketing trends and issues and ensuring that these are communicated to the Directorate and other senior managers where appropriate. Representing Unicef UK externally including working with Unicef in New York and Geneva, other Unicef National Committees, and Country, Regional and other UKbased agencies as appropriate. Brand and Communications Championing the Unicef brand, by driving the creation and usage of the Unicef UK brand, across the organisation, to support the development of compelling, stand-out and outcome-driven marketing, through cutting-edge advertising, digital marketing, direct response media, social media, PR and other campaigns. Representing the Unicef UK brand within the international organisation Together with the fundraising team, working to ensure delivery of world-class online and digital platforms for donors and supporters Working to build and accelerate the brand metrics of Unicef UK to make it the UK s premier international development and humanitarian charity brand.

7 This section details the skills, behaviours and experience required for the role. All criteria in the Person Specification are essential. Effective Behaviours Criterion 1 Communication Criterion 2 Leadership Criterion 3 Positive Relationships Criterion 4 Results focused Criterion 5 Creating and Innovating Criterion 6 Supporter Driven Ability to Presents complex and difficult messages clearly and with impact. Anticipates and responds to the needs of an audience, adapting content, style, language and the use of channels to deliver maximum impact Promotes a results focused culture, engaging and guiding others to achieve ambitious goals Nurtures professional relationships with colleagues at all levels and with external contacts and partners to support the achievement of objectives Prioritises and sustains focus on work that will have the greatest impact on agreed aims Scans the external environment for trends, insights, ideas and best practice that could benefit UUK s work Uses in-depth knowledge of supporters, the market and the charity sector to predict future trends that impact upon supporters and their support for Unicef Relevant Experience Criterion 7 Experience of leading and managing a large team, including developing and implementing integrated communication strategies, cultivating significant high profile relationships, demonstrating impact and value for money. Criterion 8 Significant senior programme and project management experience, skills and qualifications, demonstrated through delivery of transformational change. Criterion 9 Substantial multimedia experience, with knowledge and demonstrable skills in digital innovation. The desire to model great communication through channels such as social media, and enthusiastic about the impact digital communications can have. Specific Skills Specific Knowledge Criterion 10 A strong understanding and in-depth knowledge of current trends in international and national communications, and the interface between media, PR and politics and society.

8 THE BENEFITS 25 days annual leave plus bank holiday with the option to buy or sell up to the equivalent of one week s annual leave each year BUPA Cash Plan which provides cash back on everyday expected and unexpected healthcare costs Income protection which protects 50% of your salary if you are incapacitated due to injury, accident or illness after a 26 week period of absence. Life cover is valued at three times your annual salary and covers death in service, subject to insurer s approval. All eligible employees are auto-enrolled into our pension scheme after three months service. There are flexible options for the contribution Unicef UK and employees can make. Interest free Cyclescheme, Season Tickets and Personal Growth Loans are available after your probationary period has been completed. The loan is paid back via monthly payments deducted from your salary. A 24 hour confidential helpline and access to face to face counselling. Access to an online health assessment tool, health advice and a Best Doctors scheme that assists in getting expert medical advice on your health condition from leading physicians around the world. 20% staff discount from greeting cards and gifts. Access to savings and loyalty points across big brands in leisure, fashion, health, gyms, retail, travel and cinema. APPOINTMENT PROCESS AND HOW TO APPLY Application Apply online using our application form which can be accessed at The closing date for applications is 17:00pm on 26 th April We do not accept CV s. Interviews Individual interviews to take place in Clerkenwell on the 10 th May Any other questions not covered in this pack? Contact us by at recruitment@unicef.org.uk