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JOB DESCRIPTION: HEAD OFMARKETING & COMMUNICATIONS

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ACCOUNTABLE TO:DIRECTOR OF INCOME GENERATION AND MARKETING

BASED AT:ST ELIZABETH HOSPICE

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JOB SUMMARY

To create the organisation’s marketing and communications strategy and develop and implement the tactical elements including PR and communications. To ensure effective promotion and understanding of the Hospice’s services, volunteer recruitment activities and income generation activities to various audiences, including individuals, organisations, healthcare professionals and corporate bodies. To be the marketing and communications specialist within St Elizabeth Hospice. To report to the Director of Income Generation and Marketing on all activities.

RESPONSIBILITIES

STRATEGY FORMULATION AND IMPLEMENTATION

  1. Develop a marketing strategy that allows the Hospice to reach all its key audiences to successfully achieve its strategic goals.
  2. Develop PR and Communications strategies to support the marketing strategy, ensuring marketing opportunities are identified and used effectively.
  3. Devise and deliver the organisation’s internal and external communications strategies, in liaison with the Director of Income Generation and Marketing, including the co-ordination of internal and external communications.

RESOURCE MANAGEMENT

  1. Maintain overall responsibility for the Hospice’s marketing, PR, and communications functions, including providing direct management of the team.
  2. Oversee all marketing and communications activities, ensuring that they are fully integrated into the Hospice’s priorities.
  3. Continuously review and update the forward going marketing, PR and communications plan(s), communicating with all departments to achieve the objectives laid out in the Marketing Strategy.
  4. Evaluate different methods of communicating our key messages to our various audiences, ensuring a range of media are used.
  5. Oversee copy prepared for inclusion in publications including press releases, community magazines, newsletters etc.
  6. Have an overview of the Hospice website and use of digital marketing, ensuring new opportunities are continually explored for developing these marketing tools.
  7. Manage the Marketing and Communications budget, planning and evaluating marketing initiatives throughout the year.
  8. Utilise a range of research tools in order to track opinion, attitudes and behaviour within the supporter base.
  9. Actively research trends and developments within the Hospice sector, especially related to campaign initiatives, fundraising and/or digital marketing techniques.
  10. Maintain familiarity and understanding of latest developments and trends in marketing, PR and communications.
  11. Manage relationships with external agencies involved in Marketing and PR, specifically the media, the charity’s designers, printers, photographer, digital marketing agency etc.
  12. Provide updates and training to staff on Marketing developments, regularly attending team meetings across the organisation.
  13. Assist in the production of proposals, reports and plans.
  14. Keep accurate records of activities, cost ratios and evaluations.
  15. Collect and analyse information and statistics so as to accurately target and evaluate Marketing and Communications activities.
  16. Provide regular information to the Director of Income Generation and Marketing.

INCOME GENERATION

  1. Work with the Income Generation Team to develop a strategy for publicising income generation initiatives. To increase income from marketing initiatives and to support other fundraising through the coordination of campaigns and marketing materials.
  2. Play an active role within the Income Generation Team Management structure, contributing creativity and innovation to new income-focused initiatives and working with the Director of Income Generation and Marketing and other managers to keep the key messages clear and consistent at all times.
  3. Create a positive working environment, be visible, energetic and participative, encouraging cross-team working and initiative.
  4. Work and negotiate with managers to establish plans that will create integrated and cohesive marketing activities across all departments.

BRAND MANAGEMENT

  1. Act as the organisation’s Brand Guardian, including influencing our staff and volunteers to protect and sell our brand.
  2. Ensure that the brand is developed and managed to support the charity’s aim to raise its profile and deliver its broad strategic objectives.
  3. Maintain an overview of all publicity and promotional matters and ensure these conform to the current corporate format.

EXTERNAL COMMUNICATIONS

  1. Take lead responsibility for promoting the organisation as a whole, liaising with departmental Directors, Managers and Chairman as necessary.
  2. Take responsibility for increased awareness and dispelling the myths about the work of the Hospice within our community.
  3. Ensure beneficial and lasting networks are developed with the local community, using the principles of community engagement.
  4. Develop and maintain a sound understanding of all facets of the work undertaken by St Elizabeth Hospice and the hospice movement.
  5. Attend PR & Marketing events and activities outside normal working hours and weekends and Bank Holidays when required.

INTERNAL COMMUNICATIONS

  1. Lead the Marketing and Communications team to provide hands-on support to enable managers to get their messages across effectively, including increased take-up of our services and awareness of our reliance on volunteers.
  2. Develop relationships with key stakeholders including patients, carers, and supporters, including attending Partnership Group meetings.
  3. Maintain responsibility for the development of systems and procedures for effective internal communication at the Hospice with staff and volunteers.
  4. Strategically manage the Hospice’s communication with supporters including annual reviews and newsletters.
  5. Ensure there is ownership and understanding of the strategies at board level, management team level, and departmental level.

MANAGEMENT RESPONSIBILITIES

  1. To deputise for the Director of Income Generation and Marketing in his/her absence.
  2. To draw up an annual Marketing and Communications plan to feed into the overall Hospice strategy.
  3. To manage and analyse Marketing and Communications budgets, providing financial information regarding activities as required by the Director of Income Generation and Marketing.
  4. To manage the Marketing & Communications team to ensure efficient use of resources and to enable further growth in activity to achieve departmental targets.
  5. Hold monthly staff 1-1’s and regular planning and de-briefing meetings.
  6. To ensure that existing/new marketing and communications opportunities are researched, planned and implemented in a timely and cost effective manner.
  7. To ensure that new and existing initiatives achieve maximum potential.

EDUCATIONAL RESPONSIBILITIES

  1. To participate in educational programs as required.
  2. To identify the training needs of self and others within marketing and communications.
  3. To ensure that feedback from educational programmes attended is made available to other members of the income generation and marketing team.

ORGANISATIONAL RESPONSIBILITIES

  1. To work at all times within the policies and guidelines of the Hospice.
  2. To ensure effective use of resources.
  3. To respect at all times the confidentiality of information covering patients, staff and volunteers.
  4. To play an active part in the development and maintenance of good relationships with all who have business with the Hospice.
  5. To promote the Hospice philosophy of care towards patients, relatives and visitors.

Because of the special nature of the Hospice and its work you may on occasion be asked to undertake other duties to help maintain our high standard of care.

THIS JOB DESCRIPTION IS NOT NECESSARILY EXHAUSTIVE AND MAY BE SUBJECT TO REVIEW BY THE DIRECTOR OF INCOME GENERATION & MARKETING IN CONJUNCTION WITH THE POSTHOLDER.