Butterfly Clinical and Support Services

Marketing Manager,

Butterfly Clinical and Support Services

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MISSION STATEMENT

The Butterfly Foundation (Butterfly) is Australia’s largest not for profit organisation dedicated to supporting
people with eating disorders and negative body image and the people who care for them.

VISION

To live in a world that celebrates health, well-being & diversity.

MISSION

The Butterfly Foundation is dedicated to bringing about change to the culture, policy and practice in the
prevention, treatment and support of those affected by eating disorders and negative body image.

OBJECTIVES

–  Promote positive body image and associated healthy behaviours;

–  Encourage hope and help-seeking through education and awareness;

–  Advocate excellence and consistency in the culture of care and support for people with
eating disorders and encourage a better understanding of the complexities of eating disorders
and the need for a compassionate, flexible and holistic response;

–  Educate and connect the community, health providers, government and other agencies to assist in excellence and consistency in the culture of care;

–  Facilitate the development of effective models of prevention and care for people at risk of or with eating disorders;

–  Operate a financially sustainable national foundation for future generations;

–  Increase access for all sufferers and carers in Australia to effective treatment and support;

–  Ensure that everyone in the Butterfly team feels recognised for their skills and experience, is fully engaged and supported in making their contributions, and that the organisation is

providing opportunities for professional growth and development.

1. Purpose of the Role

The primary purpose of the role of the Marketing Manager is to develop and implement a comprehensive marketing strategy for Butterfly’s National Helpline ED HOPE and Butterfly’s clinical and support programs which will broaden programmatic reach, increasing the demand for ED HOPE and other clinical and support services within Butterfly Foundation. This is a newly created, highly independent, strategic yet hands-on role.

The Butterfly National Helpline 1800 ED HOPE team delivers the National Telephone and Web-based Counselling Support Service (Eating Disorders Teleweb). The service currently operates from 8am – 9pm Monday to Friday, but in 2018, will increase its hours of operation to 8am to 12am, Mondays to Sundays. The service includes phone and email counselling and referrals, a one-on-one, secure, live chat web-counselling service, web-based support groups, and online family/carer training programs.

Other services within clinical and support services include two outpatient treatment programs, family and recovery support groups and support programs.

Reporting to the National Manager Clinical and Support Services, the Marketing Manager will work closely with the Manager of Butterfly’s National Helpline ED HOPE.

In addition, special projects that the role will be responsible for will include:

·  Scoping potential opportunities for promotion and assessing target markets for reach.

·  Developing appropriate material, either online or traditional, in order to promote the service to those with a lived experience, their carers and professionals working with people experiencing an eating disorder.

·  Working with other mental health organisations within the sector, developing relationships in order to promote the services offered within the National Helpline and other clinical and support services.

2. Responsibilities and Accountabilities

·  Develop and implement a comprehensive marketing strategy for Butterfly’s National Helpline ED HOPE and Butterfly’s clinical and support programs which will broaden programmatic reach and deepen overall impact, including:

o  Identify and scope the best means for promotion of Butterfly clinical and support services, with particular attention to improving reach to Helpline target populations.

o  Develop robust action plan, track activities and meet scheduled milestones.

o  Ensure strategy is achievable within allocated budget, and manage expenditure effectively for maximum success in line with internal protocols and agreed restraints.

o  Systematically collect evidence to measure and report on success, or modify for improvement.

·  Propose and develop creative concepts and marketing initiatives, collaborating with the National Manager Communications to ensure approaches are consistent with the overarching Butterfly brand and identity, including:

o  Conduct and/or oversee market research into strategies to improve reach to Helpline target populations (males, Aboriginal and Torres Strait Islander populations, the lesbian gay bisexual transgender and intersex (LGBTI) people).

o  Develop, write, edit and disseminate marketing materials, including digital content for use on social media and web, e-newsletters, resource promotional materials, advertising and signage, to be used across various media platforms.

o  Interpret and report on results of initiatives using collected data and analytics, and make recommendations for future promotional content based on results.

o  Review new technologies, initiatives and practices to position the Butterfly National Helpline ED HOPE at the forefront of Teleweb marketing initiatives and target audience engagement technique.

·  Work with the Manager ED HOPE Helpline and National Manager Clinical and Support Services to map out, develop and deliver annual event/promotions program.

·  Develop relationships with selected mental health organisations and other key stakeholders within the sector in order to widen opportunities for promotion of the service.

3. Selection Criteria

To be successful in this position, the post-holder will need to be able to demonstrate the essential qualifications, skills and knowledge listed below. In addition, the desirable skills, knowledge and behaviours listed will be beneficial to success in this position.

Essential

·  Qualifications: Degree level or higher qualifications in marketing or a related field.

·  At least four years’ experience in marketing or advertising services, including strong track record in creating, developing and implementing marketing and promotion strategies and the ability to independently plan and manage own day to day marketing and market research activities.

·  Proven experience in market research including monitoring trends and identifying gaps and opportunities, with consideration for target populations.

·  Excellent writing, editing, presentation and storytelling skills, with the ability to provide diverse writing samples, and to work across a range of mediums and platforms.

·  Strong interpersonal skills – includes building effective relationships, positive interaction and effective problem solving.

·  Proficient IT skills including experience in using desktop publishing programs, Campaign Monitor and other web analytics.

·  Financially competent with ability to plan and manage a basic budget and get value from every dollar.

·  Demonstrated ability to extract, analyse and translate data into accessible formats for diverse stakeholders (including volunteers, staff, government departments and the general community).

·  Experience working in the mental health or health environment.

·  Ability to grasp new concepts quickly, think creatively, and problem-solve in a fast paced and complex work environment.

·  Ability to work effectively as part of a team.

Desirable

·  Understanding of best practice communication in the reporting and portrayal of eating disorders.

·  Self-motivated and professional, with ability to achieve outcomes with a busy workload.

·  Ability to set strategic goals, analyse results and drive growth.

·  Experience in a similar not-for-profit or charitable NGO environment.

·  Flexibility to adjust to changing circumstances.

·  Willingness to go the extra mile.

·  Driven to continually extend own learning and development.

·  The desire to make a difference.

4. Other Requirements

At all times:

·  Conduct yourself in a professional manner.

·  Strive to act in accordance with the vision, mission and objectives of Butterfly and to do all possible to assist Butterfly in achieving its aims.

·  Follow Butterfly’s policies and procedures.

·  Follow/participate in occupational health and safety measures.

·  Act considerately around the workplace and have regard for the well-being of fellow staff, volunteers and our service users.

·  It is a requirement of all positions at Butterfly that the person has a Working With Children Check clearance (pass).

Values

All staff should be aware of and actively uphold the Butterfly values:

·  Compassion

·  Commitment

·  Collaboration

·  Initiative

·  Excellence

·  Integrity

Position Description – Marketing Manager Clinical and Support Services – Created November 2017