DeputyDirector of

Marketing andCommunications

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Job Description

Title:Deputy Director of Marketing and Communications

Responsible to:Director of Fundraising, Marketing and Communications

Responsible for:Four direct reports (covering Media Relations; Digital; Marketing and internal production/creative services) and a total team sizeof approx. 20 people

Established in 1897, Blue Cross has grown to be one of the largest and best loved pet welfare charities in the country. It isknown for its wide and holistic services which include rehoming, education, veterinary care and behavioural advice.Blue Cross is also known for the utmost care and professionalism shown by its 750 staff and more than 4,250 volunteers.

In recent years the organisation has undergone significant change includinga refreshed Board and a high calibre executive team which includes Sally de la Bedoyere as Chief Executive andJulia McKechnie-Burke as Director of Fundraising, Marketing and Communications. Sally is an experienced leader havingworked as Managing Director of the Evening Standard, Director of Income Generation at the RSPCA and Chief Executive of thePublic Fundraising Regulatory Association. Julia had a successful corporate career including her role as Head of Strategy, Planning andPerformance for the Barclays Bank Group. Her charity experience includes working at Oxfam initially as Director of Corporate Communications and later as Fundraising and Supporter Marketing Deputy Director.

Current Developments

This is an exciting time of change. Sally has been working to develop a leadership culture of openness and trust. At the same time, Blue Cross is widening its serviceaccessibility. To do this, the organisation is breaking the mould of traditional clinical service delivery, exploring new andinnovative ways to better serve people and their pets. Some of these developments include:

  • Expanding its innovative Home Direct and Fostering Schemes (which is freeing up space at its centres so that these canbe allocated to abandoned pets or those which need behavioural help)
  • Geographical expansion through partnerships with private veterinary practices, allowing Blue Cross to provide access toIts services to even more low-income pet owners, while avoiding the capital investment required for new centres
  • Campaigning with sector partners, politicians and the Government who are increasingly calling on Blue Cross due to its reputation as experts in pet behaviour and care.

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Context of this role

The other major development is the marketing investment made to raise the profile of the organization. As part of this, Blue Cross has brought together all the fundraising, marketing and communications functions (total team of 75) as well asthe retail business (a further 75) to create a single, joined-up directorate. With the full support, expertise and empoweringapproach of the CEO, this newly formed role will support the Director of Fundraising, Marketing and Communications (FMC) todeliver a step-change in profile, public influence and income generation.

In summary, this is a time of aspiration and opportunity for Blue Cross. The Deputy Director of Marketing andCommunications will be pivotal in realising these opportunities and making Blue Cross fit for the next stage of its development. To that end, the new Deputy Director will be strategic, creative and ambitious for the charity as well as results- focused and delivery-oriented.

Main purpose

  • To work with the Director of Fundraising, Marketing and Communications (Director of FMC) to develop and implement aneffective marketing and communications strategy and accompanying business plans to significantly grow awareness and its supporter base, in order for Blue Cross to raise more income and double the number of pets we help by 2020
  • In particular, to devise and implement marketing and communications plans across all channels at national and local levels both driving and supporting fundraising and promoting rehoming and clinical operations
  • To lead the marketing and communications teams, ensuring that agreed marketing and communication objectives andplans are achieved
  • As a member of the senior management team for Blue Cross, work closely and collaboratively across both the FMC Directorateand with colleagues across Blue Cross to contribute to the achievement of all Directorates and the organisation's objectives
  • Deputise for the Director of FMC as required
  • Represent Blue Cross to external audiences as required.

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Key Accountabilities

Strategic Management

  • Develop and implement the marketing, external communications and brand strategies to support strategic andbusiness objectives and ensure all activity is aligned
  • To advise on brand guardianship to ensure the Blue Cross brand is synonymous with high quality services with areputation for excellence across all activities and lead on the further development and implementation of the charity'sbrand strategy
  • Lead on the development and maintenance of relationships with external marketing agencies and suppliers, includingensuring SLAs are all in place and regular supplier reviews are undertaken
  • Lead on the further development and delivery of our digital platforms in line with Blue Cross organisational strategy
  • Oversee the management of relationships with press and media representatives to increase and influence positive pressand media coverage of Blue Cross that is, as far as possible, coordinated with the marketing and fundraising strategies
  • Advise on reputational risk and lead on crisis communications plans should the need arise
  • Oversee the creation of Blue Cross creative resources (collateral, film and story resources) to support all key fundraising, marketing and communications activity across the charity
  • Work closely with the Internal Communications and Engagement team to ensure alignment and consistency of internaland external communications plans and messages
  • Undertake rigorous monitoring and evaluation of activities to measure return on investment, to prioritise resource andenable continuous improvement
  • Monitor trends in marketing and communications within both the commercial and charity sector, with the support of the charity’s Insight team and identify emergingopportunities and gaps that Blue Cross could exploit, and deliver initiatives to capitalise on these.

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People Management

  • Lead the marketing and communications teams within the FMC directorate, focusing on delivery of plans against targetsand budgets, applying clear and consistent Performance Management in line with Blue Cross policies and values
  • Manage direct reports, acting as professional role model and coach, encouraging individuals to identify new opportunities to substantially increase awareness, grow our supporter base and income.

Financial Management

  • Develop, manage and review the annual marketing and communications budget and forecast for the Director of FMC,ensuring that all activities are delivered on time and within budget
  • Help to devise and implement business planning with relevant key performance indicators, taking appropriatecorrective action if required
  • Ensure compliance with relevant legislation and recommended best practice.

General

  • Support and advise the Director of FMC in decision making as required
  • Provide support to the Chief Executive and Director of FMC in representing Blue Cross to external audiences andorganisations as required
  • Contribute to the active management of risk.

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Person Specification

Experience

  • A strong track record in marketing and communications, ideally gained with both commercial and charity organisations. This should include: proven ability in the development of marketing and communications strategy and delivery of operational plans, the development and launch of major integrated marketing campaigns and familiar with the rapidly changingdigital world
  • A minimum of five years’ experience of leadership, line management and development of teams
  • Demonstrable experience of building external alliances, maintaining effective relationships and managing suppliers
  • Experienced in the development of budgets, establishing procedures for monitoring progress against plans andobjectives and for ensuring best use of financial and other resources

Attributes

  • Excellent interpersonal skills and the ability to develop positive internal and external relationships at all levels
  • Creative and entrepreneurial ability to identify and develop new marketing and communications opportunities andpartnerships
  • Embraces and leads change, comfortable taking calculated risks, possessing high levels of resilience
  • Empathy with pets and the work of Blue Cross.

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Working Hours and Benefits Package

  • The role will ideally be based in London with regular travel to the Carterton office in Oxfordshire, where the internal Production/Creative Services team is based. However, consideration willbe given to candidates who are based in Oxfordshire who are willing to spend at least two days per week in London wherethe Marketing and Communications team is located.
  • Standard hours are from 9.00am to 5.00pm, Mondays to Fridays; however, due to the nature of the work of Blue Cross and this post in particular, it may be necessary to vary these hours whenthe work load demands.
  • The package will be up to £65,000 dependent on qualifications and experience, plus pension contribution andhealth insurance and a London Allowance if applicable.