Senior Marketing Manager. Marketing Apprentice

Transcription

1 Job Title: Reports to: CORPORATE COMMUNICATIONS MANAGER Senior Marketing Manager Grade: Date: November Job Purpose You will be a key member of the Sales and Marketing Team dedicated to delivering a PR, Awards and Survey strategy that supports the overall YPO Business Plan. The requirement is to understand the strategic direction of the business, advise and deliver positive communications programmes as an integral part of the strategic plans and help drive growth. This, alongside eperience of content management and social media makes the role an important business imperative as YPO looks to the future. 2. Organisational Structure Senior Marketing Manager Campaign & Communication Manager 3 Corporate Communications Manager Marketing Apprentice Internal Communitions and Engagement Manager Marketing Analyst Internal Communitions and Engagement Coordinator 3. Dimensions Budget day to day budget monitoring and management for the PR agency budget circa 75k annually Provide day to day support to the Marketing Apprentice(s) Develop a timely programme of online and traditional print media communication activity including PR, website content, events and case studies by liaising with teams throughout the

2 business. Develop and manage the PR Strategy & Plan to defining objectives clearly, measuring and report results. Manage PR agency on a day to day basis in line with agreed objectives. Ensure effective management of negative PR stories in line with the current Crisis Communications Plan. Build strong relationships with key stakeholders (including member authority areas) to drive content for marketing campaigns Support Marketing Team where necessary during busy periods 4. Principle Accountabilities To lead, develop, embed and deliver the PR strategy for the business. To create monthly reporting demonstrating the reach and value of public relations and social media activities To lead or participate in communications projects as needs arise such as website development, social media, product recalls and ad-hoc customer communication. To ensure that PR is included on the integrated campaign and event plans across the marketing and sales teams. Providing oversight and editorial rigor for social, blog and other content to make sure it is engaging, effective and builds YPO s reputation. Championing PR and social thinking in the department and beyond, sharing epertise and best practice. To establish and lead the Awards submission approach and strategy for the business, providing epert advice and making recommendations where appropriate. To establish, lead and commission surveys and research to facilitate the business to learn more about our customers and feed in to the development of commercial and category plans. Build strong relationships with key stakeholders (including member authority areas). To effectively promote the brand internally and eternally through all media in line with YPO s corporate governance framework. To represent the department at internal and eternal meetings, courses, seminars and conferences as required Ensuring the team comply with Data Protection requirements when sharing confidential/sensitive personal data Write content and edit contributions for campaigns and other key communications channels for customers and employees. Taking a lead role, alongside the internal Communications and Engagement Manager to roll out of the organisation s values and behaviours ensuring the internal communications are timely and appropriate for all employees. Responsibility, alongside the Internal Communications and Engagement Manager for the coordination of the YPO CSR programme to ensure it is fit for purpose and in line with the organisation s agenda. Influence and persuade people at all levels within YPO to comply with and share good practice in communications and PR activity so that they become embedded across the organisation. To actively contribute to the department s planning, especially from the PR, content and social perspective. To work co-operatively with colleagues to ensure that the function operates consistently and effectively in the implementation and application of all departmental procedures and policies.

3 To keep up to date with information, training and development opportunities appropriate to maintaining and developing professional service standards. Ensuring that services are delivered in line with relevant legislation, YPO objectives and policies including those relating to Equality and Diversity, Customer Care and Health and Safety. To undertake such other duties as may be required from time to time that reasonably fall within the scope and grade of the post. 5. Planning and Organising Etensive planning and management of a variety of communications and public relations activities, specifications and timelines in line with the strategic business objectives, wider category plans and the sales and marketing plans. 6. Decision Making The post holder will need to be able to make decisions quickly and in response to enquiries with sensitivity and tact. Supervision will be provided but this position is epected to be the epert in eternal communications and PR and provide solutions to issues. Owning and developing the PR strategy on a continuous basis. Owning and developing the survey and research plan on a continuous basis. Lead and manage the PR agency relationship, conducting monthly contract review meetings, measuring success against the agreed KPI s. 7. Internal and Eternal Relationships Internal: The Board, Senior Leadership Team, Marketing Team, IT Team, Field Sales, Customer Service, Production Team, Operations, Finance, Buying (Procurement) and Contracts. Eternal: Customers, Professional partners i.e. NASBM, BESA and the ICS, member authorities, associate member authorities, local authority procurement teams, contracted suppliers and partners and the media / press. Key relationships: Eternal approved partner organisations/agencies, Commercial Director, Head of Sales and Marketing, Senior Marketing Manager plus all other marketing staff. 8. Knowledge, Skills and Eperience Area Essential Desirable Assessment Knowledge Degree qualification in Communications or Public Relations or relevant eperience Application form

4 A good understanding of the market sectors in which we operate and the challenges they face i.e. Local Authority, Education and Emergency Services An appropriate professional qualification in a subject related to communications or marketing or relevant eperience Application form/interview Application form A strong understanding and eperience of media metrics and reporting and the capacity to ensure that this is provided internally through the company The ability to cultivate new relationships and nourish eisting ones with both internal and eternal stakeholders Detailed knowledge and eperience in the use of Plain English standards and their application Understanding of how local government operates and of communications in the public sector Awareness of current affairs and how politics can impact on the business Good knowledge and understanding of Content Management Systems, ideally the Sitecore CMS platform or other similar system Knowledge of concepts, theories and principles of communication, branding, marketing and information tools and techniques. Knowledge of research methodology including quantitative and qualitative. Advanced knowledge of literacy, including the correct use of spelling, punctuation and grammar. Skills Proven ability to deliver effective traditional and digital communications and content First-class written and verbal communication skills must be able to respond to and persuade and influence a range of internal and eternal audiences and communicate comple subject matter

5 Strong news sense, sound judgment, can eercise discretion and sensitivity towards the disclosure of information and has the ability to identify and take advantage of communications opportunities Proven ability to establish and maintain effective working relationships with internal and eternal stakeholders up to and including Board level. Ecellent interpersonal, presentation and communication skills Strong planning and prioritisation skills must be able to manage own workload, completing tasks to tight deadlines, within financial targets and with minimum supervision Well-developed IT skills including Microsoft Office An ability to communicate via practical training sessions and/or other learning and development techniques (e.g. coaching/mentoring) Proven ability of managing a CMS system and eperience of managing, editing and uploading content. Ability to carry out customer research, including the design and analysis of surveys and questionnaires. Eperience Demonstrable PR & media relations eperience, including crisis management. Eperience of managing agency partners measuring against set KPIs and recommending changes and developments to the Board and Senior Management Team Demonstrable eperience of developing and embedding a PR strategy alongside a dynamic programme of activity and content that constantly evolves to meet changing demands Fleible approach and ability to manage multiple varied activities Eperience of utilising traditional methods (press, networking etc.) as well as new technologies (social media, twitter, blogs etc.) in order to maimise media coverage and awareness.

6 Eperience of advising Senior Managers on comple communications challenges Eperience of managing paid media campaigns A demonstrable background of acting as the main communication coordinator and agency contact for crisis management. Proven track record of devising and eecuting PR campaigns Substantial eperience of producing reports and articles Strong ability to create compelling copy that engages the target audience The ability to advise, lead and implement an approach to surveying and researching customers 9. Special Features At YPO there is the opportunity to get involved with a number of eciting developments and projects to develop your skills in a variety of areas within the business. Jobholder Signature: Manager Signature: Date: