Recruitment of HEAD OF STRATEGIC MARKETING

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1 Recruitment of HEAD OF STRATEGIC MARKETING Job information pack November

2 THANK YOU FOR YOUR INTEREST IN PANCREATIC CANCER UK It is great to know that you are interested in working with us. Please find enclosed further information about this new position, which I hope you find helpful. Pancreatic is the most lethal cancer in the UK, with only around 4% of the 8,800 people diagnosed each year surviving more than five years, and with an average survival rate of just six months. The shocking thing is, these statistics have hardly changed in forty years and the disease is predicted to overtake breast cancer as the fourth leading cancer killer by This is largely due to the fact that pancreatic cancer is a complex and hard to treat cancer. Currently there are no suitable markers or simple tests to support screening and early diagnosis of the disease, and very few effective drug treatments. Most patients, about 80%, are diagnosed when the disease is too advanced for surgery the only curative treatment for pancreatic cancer. We still do not know enough about pancreatic cancer progression and resistance to therapy to understand why the disease does not respond well to the cancer drugs that are available or to support the development of new cancer drugs or treatment approaches. Unless we tackle these critical challenges we stand no long-term hope of improving survival, or of ensuring that everyone diagnosed with pancreatic cancer has the chance to live as long and as good a life as possible. Pancreatic cancer receives only around 1.4% of the total cancer research spend 1 in the UK. In order to truly address this legacy of neglect and tackle pancreatic cancer in the UK in a meaningful way we need to increase investment in research. Pancreatic Cancer UK has a vital role to play in achieving these research funding targets. We receive no government funding for any of our work and rely solely on donations and fundraising. One of our contributions to tackling the issue of underfunding in pancreatic cancer research is in the form of the Research Innovation Fund, Future Leaders Fund and Clinical Pioneer Awards. We recently announced an investment of 1 million in to research which will take place across institutions within the UK over the next 5 years. For those who have recently been diagnosed with pancreatic cancer, or their families and carers we provide information and support. Our confidential Support Line is for anyone affected by pancreatic cancer, whether a patient, family member, carer or friend. The service is unique in the UK as it is run by Pancreatic Cancer Nurse Specialists who provide expert information on pancreatic cancer and aim to support people to understand medical information about, for example, - diagnosis, treatment options - and palliative care. Our Nurses provide a listening ear, giving a caller time to discuss any issues or worries they might have, as a compliment to the support they receive from their medical team. We also provide expert information on specialist areas such as diet, clinical 1 National Cancer Research Institute s Cancer Research Database

3 trials, symptom control, support to manage side effects, and caring for people with pancreatic cancer. As part of the Support Line service our pancreatic cancer specialist nurses are able to reference our additional information and support literature and resources. The Support Line is a life line in times of great distress. It was amazing to find someone who was more than just a sympathetic ear but who can also provide sympathetic practical advice to manage the symptoms. In the confusion of all the emotion it is really helpful to have practical steps to hold on to. Our Support Line is an important element of our work and we are committed to extending our reach to ensure that everyone affected by pancreatic cancer has access to information and support. In response to this we introduced a Freephone number in November 2014 and at the beginning of 2015 recruited two new pancreatic cancer specialist nurses to the team. We also campaign to increase the profile of pancreatic cancer, raising awareness of the disease and its symptoms, campaigning for change. We are a leading force in lobbying to improve the outcomes of people with pancreatic cancer. In addition to campaigning with MPs and Ministers in Westminster we engage with the Ministers, parliamentarians and assembly members of the devolved administrations in Scotland, Wales and Northern Ireland. We also meet regularly with key policy advisors and stakeholders across the NHS. Through these efforts we aim to increase awareness of the cause and the importance of making pancreatic cancer a health priority. This new post has a crucial role in formulating and delivering a high-level marketing strategy to make sure that Pancreatic Cancer UK is the first port of call for vital information or support for anyone affected by pancreatic cancer, as well as influencers such as health professionals, celebrity supporters, VIPs and journalists interested in the cause. They will help us build our brand, ensuring that we are fit for purpose for now and ready for great things in the future, helping us to execute our new strategy, engaging our stakeholders, ensuring we achieve our new, exciting goals and help us make our 10th anniversary celebrations go with a bang! We are looking to find someone who is a creative force within the organisation, exploring the potential of new technology and marketing techniques to connect with our communities, expand our reach and impact and become the cutting edge leader in our field. Your reward will be to see our ambitions realised and for more people with pancreatic cancer living longer, better lives. If you feel energised by the prospect of joining our team, to take this challenge forward, we would love to hear from you. We envisage the role will be 3 or 4 days per week with some flexibility according to needs. You will be joining a great team of determined staff and volunteers in a growing charity, with exceptional levels of job satisfaction (91% in 2015) in a collaborative, professional culture. Please take time to read through this job pack, take a look at our website and read through the job description and person specification to see how you would meet with our needs. We hope to hear from you soon. Alex Ford, Chief Executive 3

4 Job description HEAD OF STRATEGIC MARKETING Based at head office in Vauxhall, London Flexible part - time (3 to 4 days per week flexible working pattern) Salary: 40k to 50k pro-rata according to contract hours Background Pancreatic Cancer UK is a small but busy charity, delivering research, campaigning, fundraising and services for those diagnosed and their families. We are at a transformative stage of development - our organisation is growing rapidly, we are starting to make real and impactful changes to pancreatic cancer in the UK, and we are embarking on a new 5 year plan to lead the fight against the toughest of cancers in our tenth anniversary year. As part of our transformation, we need a strengthened strategic communications and marketing function and this post has been newly created to further develop our marketing and communications based on our new vision, brand and a new ambitious organisational strategy. The role will work closely with the Director of Fundraising and Marketing, heading up a highly motivated, competent and professional team of senior practitioners: The Media Manager is responsible for Media relations work, responding to requests and proactively seeking opportunities. The Communications function is headed up by our experienced Senior Communications Manager. She also oversees the Digital Officer and Communications Assistant. The Senior Manager will retain responsibility for this area, and also covers the Media Manager when she is not around. The Senior Communications Manager and Media Manager work closely with the Director of Fundraising & Marketing and, when necessary, the CEO. Purpose The role has overall responsibility for improving public awareness of pancreatic cancer and the Charity in the UK including building a strong, enticing and exciting Pancreatic Cancer Awareness Month and promoting World Pancreatic Cancer Day as a focus for building awareness. The purpose of the post is to: Provide professional marketing leadership for the charity, formulating and delivering a well grounded strategy for Marketing. Oversee all internal and external marketing and communications activity, and that such activities are integrated across the organisation, well-planned, innovative and transformational. Build our brand and profile, to improve public awareness of pancreatic cancer and the Charity in the UK through initiatives such as Pancreatic Cancer Awareness 4

5 Month and World Pancreatic Cancer Day. Ensure that Pancreatic Cancer UK is the first port of call for anyone affected by pancreatic cancer who is need of information or support, as well as health professionals, policy makers, celebrity supporters, VIPs and journalists interested in the cause. Take the lead in implementing our Digital strategy, developing the skills and systems to make the most of the application of digital technology. Promote best practice in the use of new technology and marketing techniques to help Pancreatic Cancer UK increase our reach to supporters, donors, health professionals and other stakeholders. Help to develop innovative and creative campaigns which are able to make the most of any opportunities to build our profile and awareness of pancreatic cancer to diverse audiences. Provide management direction and support for staff within the marketing and communications function and manage overall budgets to ensure effective stewardship of resources. Key tasks and responsibilities Provide effective, and strategic marketing leadership for the organisation in collaboration with the Director of Fundraising and Marketing and help the charity drive forward transformational integrated marketing activities and campaigns over the next 12 months by: Brand, voice and reach Taking our new brand to the next level, developing and implementing an integrated marketing campaign to mark our 10 th anniversary year and our exciting new phase as an organisation. Developing thought leadership and our supportive voice to ensure our entire community is involved in our external strategic marketing. Developing an integrated marketing strategy and annual plan to increase reach, stakeholder engagement, income and advocacy, to foster long term supporters and growth for the charity. Ensuring engaging content is developed to support the communications plans and the wider marketing & communications objectives especially in relation to our Services, Research, Campaigning and Fundraising work. Market intelligence Analysing the current market, supporter base and audiences and mapping supporter journeys. Developing and implementing plans based on supporter segmentation achieving a deeper understanding of the pancreatic cancer community and increasing the effectiveness of different activities by targeting the right offering, channels and messaging to each segment. Campaigns 5

6 Assisting the Charity s delegated representative to develop a strategy for how the charity builds on and exploits all potential opportunities from World Pancreatic Cancer Awareness Day. Developing a Pancreatic Cancer Awareness Month strategy, in conjunction with the Senior Communications Manager, to be implemented from 2016 onwards. Exploring opportunities for large scale awareness or fundraising campaigns. Ensuring all our campaigns across the organisation (including Services and Policy and Campaigns work) are well planned and integrated. Service Marketing Assisting the Director of Operations to ensure we have a clear strategy for marketing our Services and training programme to Health Professionals and patients, helping to package our activity to ensure increased take up of our national and local services such as our Support Line and Forum and our health professional training. Working to increase the charity profile and extend our reach in the four nations and across the regions of the UK. Digital strategy Driving our Digital strategy alongside the Senior Communications Manager. Injecting creativity and expertise in to our Digital offering and keeping up to date with latest developments in the field and rolling out new ideas and activities where appropriate. Management Line Manage the Media Manager and Senior Communications Manager, and provide coaching and support for the wider team including the Digital Officer and Communications Assistant. Manage the budget for our strategic marketing campaign and produce monthly reports on figures for the Director of Fundraising and Marketing. Oversee planning and budgeting work for 2016/

7 Team structure Director of Fundraising and Marketing Head of Strategic Marketing (4days/week Media Manager short term contract) Senior Communications Manager Digital Officer Communications Assistant 7

8 PERSON SPECIFICATION Essential A proven track record as an effective leader at a senior level. Experience of developing successful marketing strategies, plans and campaigns including improving Service usage or marketing Services to various audiences e.g. users and health professionals An understanding of pancreatic cancer and the challenges around marketing the charity and raising awareness of the disease. Knowledge and experience of developing creative integrated strategies with clear experience of using digital to enhance and expand messaging. The ability to develop and roll out a digital strategy. Experience of managing suppliers, consultants and agencies and experience of working with the Media and building media relations The ability to communicate clearly and concisely, and formulate messages in a way that allows others to do likewise An innovative thinker with the ability to take others on a journey, to ensure internal stakeholders enjoy the experience of change An effective line manager with the proven ability to motivate, coach and develop others. Financial management skills and the ability to manage budgets effectively Excellent project management skills, including the ability to work to tight, competing deadlines on a range of different projects Strong analytical skills combined with excellent interpersonal and communication skills and a demonstrable ability to interact and influence at senior level both internally and externally Desirable A formal marketing qualification such as CIM is advantageous. Experience of working with the charity sector and understanding of the role of trustees and volunteers. 8

9 Main terms of employment Salary: Location: Hours: 40k- 50k (pro-rata) according to experience Camelford House, 89 Albert Embankment, Vauxhall, London SE1 7TW Part - time (3 or 4 days a week) 9am to 5pm Flexible working: We provide flexible working arrangements to support team productivity and stability. This may include changed working patterns and working from home on occasions. Holidays: Pension: Benefits: 25 days per year, plus bank holidays. on completion of a six month probation period, the charity will make a contribution of 4% of salary and will match contributions up to 6% of salary. We operate a government approved childcare voucher scheme and offer travel loans for the purchase of an annual season ticket. How to apply 1. We are very unlikely to be able to appoint anyone at this stage without the right to live and work in the UK. If you are applying from outside the UK, please let us know your situation before you apply. 2. The closing date for applications is 12pm (noon) on Wednesday 9th December Please prepare a supporting statement highlighting the relevant achievements which will demonstrate that you meet the criteria set in the person specification above. Please make sure your name is on the supporting statement. You are welcome to submit a CV in advance but you are far less likely to be shortlisted if you do not submit a statement. 4. Submit your CV and supporting statement to our HR Consultant John Sunderland at jsunderland@pancreaticcancer.org.uk. 5. We plan to interview on 16th - 17th December If you are not available at this time please let us know as soon as possible. If you require any further information on the job or the terms of employment, please do not hesitate to our HR Consultant, John Sunderland. jsunderland@pancreaticcancer.org.uk 9

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