AHDB JOB DESCRIPTION

Job Title

/ Marketing Manager

Department

/ Marketing and Corporate Affairs, Potato Council

Location

/

Stoneleigh

Salary range and Grade

/ £30,000 - £35,000

Line Manager (Job Title)

/ Head of Marketing and Corporate Affairs

MAIN PURPOSE OF THE DEPARTMENT AND JOB

Potato Council remit is to support the British potato industry by increasing demand for potatoes and improving the industry’s competiveness. It is funded by a levy (tax) on potato growers and trade purchasers. Potato Council is a division of the Agriculture and Horticulture Development Board.
The Marketing and Corporate Affairs Department is responsible for increasing demand for potatoes within the domestic market. This encompasses:
·  A research programme to provide insight into consumers and the main channels: retail and foodservice.
·  Consumer marketing campaigns targeting low users of potatoes.
·  Leveraging the importance of the potato to food security and health by influencing and informing central government and other key stakeholders.
·  Managing the potatoes reputation in the media; dealing with issues / crisis communications and monitoring coverage.
·  An education programme to target the next generation of consumers.

Main Purpose of Job
The Marketing Manager is a new role which will be responsible for.
·  Plan and manage the consumer marketing campaigns, including the EU co-financed campaign and National Chip Week, to deliver the targets set out in the corporate plan.
·  To increase active participation in Potato Council marketing activities by levy payers and the supply chain (retailers and foodservice outlets).
·  Commission and manage research projects to increase understanding of consumers.
·  Line management of Marketing and PR Executives.

DIMENSIONS: AUTHORITY LEVELS & DECISION MAKING

The post holder, reporting to the Head of Marketing and Corporate Affairs, will be expected to contribute to strategic decision making, operate with limited supervisions and be able to priorities their own time to meet deadlines.
Budgets: Approximately £750k.
Targets: To have implemented targets agreed in Potato Council Business Plan and in personal appraisals.
Subordinates: two marketing and pr executives.
WORKING RELATIONSHIPS/MAIN CONTACTS/CONTEXT
Internal
·  Head of Marketing and Corporate Affairs
·  PCL Management Team
·  Marketing and Corporate Affairs Team
·  PCL Staff
·  AHDB Staff
External
·  PCL Marketing Strategy Committee
·  Marketing agencies (events, digital and PR)
·  Levy payers
·  Stakeholders including NFU
·  Retailers and foodservice companies
·  RPA and French, Belgium colleagues on EU campaign
KEY RESPONSIBILITIES
Plan and manage the consumer marketing campaigns, including the EU co-financed campaign and National Chip Week, to deliver the targets set out in the corporate plan.
·  Managing, planning and delivering Potato Council consumer marketing activity on a rolling quarterly basis, working a year in advance.
·  Having responsibility for performance managing the agencies appointed to work for Potato Council.
·  Evaluating the success of consumer marketing strategy and making recommendations about how performance could be improved.
To increase active participation in Potato Council marketing activities by levy payers and the supply chain (retailers and foodservice outlets).
·  Working with Corporate Affairs Manager to put in place plans to communicate activities to levy payers.
·  Holding meetings with key industry accounts.
·  Pitching ideas to retailers and foodservice businesses.
Commission and manage research projects to increase understanding of consumers.
·  Work with head of marketing and corporate affairs to develop the marketing research programme and agree priorities with industry.
·  Manage research projects, as directed by Head of Marketing and Corporate affairs, to deliver the results needed and good value for money. Procure agencies to work on projects.
·  Work with consumer insight team on production of reports: retail, foodservice, consumer and trends.
Line management of Marketing and PR Executives
·  Setting objectives, supporting development and carrying out performance reviews.
Other
·  Writing papers for Marketing Strategy Committee
·  Other projects as requested by the Head of Marketing and Corporate Affairs.

KNOWLEDGE / EXPERTISE / MINIMUM QUALIFICATIONS

Essential / Desirable
Experience of running integrated communications campaigns / x
Budget management / x
Excellent written and verbal communication skills / x
Line management of staff / x
PR experience / x
Creation of TV advertisements / x
Experience in food industry / x
Relevant qualification e.g. CIM, CIPR / x

OTHER ATTRIBUTES / KEY SKILLS/COMPETENCIES

·  Excellent communication skills, both written and verbal
·  Influencing and negotiation skills
·  Ability to work as part of a small team and willing to be “hands on” where needed
·  Willingness to learn and seek out new skills
·  Good at managing time and workload
·  Excellent project management skills and able to prioritise tasks well
·  Ability to work under own initiative but also possess collaborative skills
·  Full clean driving license
Please note that this role will involve travel and overnight stays away both in Great Britain and Europe.
SIGNATURE (Post holder): DATE:
SIGNATURE (Manager): DATE:

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