Associate Head of Strategic Marketing

Context and Background

The NSPCC's mission is to end cruelty to children in the UK. In order to carry out its

charitable work and achieve its strategic objectives, the NSPCC must communicate

efficiently and effectively with the maximum possible impact, relevance and emotional

resonance to engage all key audiences including supporters, professionals, service users,

volunteers and the public across a variety of offline and online channels (paid, owned and

earned).

The prime purpose of the NSPCC s Strategic Marketing te am is to deliver timely and

effective best practice marketing and compelling strategic marketing priority campaigns

and propositions, working in partnership with Brand an d Marketing colleagues , and team s

across the organisation.

Strong leadership, project management and influencing skills are essential due to the need

to engage a diverse range of key stakeholders, to work collaboratively across the

organisation and to manage external agencies. Resilience and determination are key to

ensure campaigns are delivered on time and to budget. Analytical and problem-solving

skills are also critical to measure and assess results, define insights and refine activities to

continually improve performance.

Job purpose

1. Own the development and implementation of our integrated marketing strategy.

2. To contribute to the development and execution of the organisation s overall brand

strategy and audience specific strategies .

3. To maximise the impact of our audience facing divisions most visible marketing efforts

and ensure an integrated and coordinated approach to high level marketing.

4. Offer strategic council to all NSPCC senior managers on marketing.

5. To take ownership of high level marketing strategies and media/implementation

schedules for the relevant major business area/audience segment.

6. To share market specific knowledge, customer insight and new communications

techniques with the Communications and Marketing management team and other SMTs.

7. To develop and maintain internal and external stakeholder and supplier relationships,

identifying and incorporating the best industry -wide standards and establishing best

practice.

Key relationships - Internal

• Reports to Head of Brand and Marketing

• Works closely with Director of Communications and Ma rketing

• Line manager to 3 x communication managers ( professionals , children and

volunteers)

• Senior management in Brand and Marketing

• Senior m anagement in Public Engagement

• Works closely with all senior managers, including Executive Board to ensure clarity

of key messages, integration and adherence to the NSPCC s brand guidelines

Key relationships - External

• Creative, media and research agencies.

• Peers within the UK charity sector.

• Industry opinion formers, media and other stakeholders.

• Professionals/trade bodies/organisations in charitable sector.

Main duties and responsibilities

1. Building and maintaining the NSPCC brand and sub -brand(s):

a. Contributing and developing to the overarching and audience specific NSPCC

brand strategies by working with internal stakeholders and external suppliers

b. Setting and ownership of brand KPIs

c. Guardianship, internal brand engagement and activation, and stakeholder

management through all levels.2. Overseeing paid for advertising campaigns: managing creative teams/agencies and

media agencies to develop effective creative strategies and advertising assets,

underpinned by strong audience insight.

3. Working with Brand and M arketing Planning to develop an overarching annual

marketing plan to achieve our objectives.

4. Agency relationship management including our creative, media and research partners.

Holder of the main agency roster and responsible for developing and implementing an

interagency process.

5. Be financially numerate and be able to evaluate campaigns ensure deep

understanding of budgets, marketing spend and financial report

6. Strategic planning support as required to develop marketing strategies to maximise

awareness and/or income.

7. Consultancy support for internal teams in best marketing practice and process

including briefing, campaign management and evaluation.

8. Development and management of the brand tracking research for both NSPCC and

ChildLine brands. This includes questionnaire design and insight dissemination and

influence.

9. To maintain the highest standards of knowledge on best practise and developments

within the marketing industry and the charity sector generally with attention to innovation,

legislation and codes of practice.

Responsibilities for all Staff within Communications

There is a set of responsibilities for all staff within each directorate.

• A commitment to safeguard and promote the welfare of babies, children , young

people and adults at risk .

• To actively participate in regular department and team meetings, contributing to

strategy, discussions and decisions which will be beneficial to NSPCC s

communications activities.

• To maintain an awareness of own and others Health and Safety and comply with

the NSPCC s Health and Safety policy and procedures.

• To take personal responsibility for keeping up to date with NSPCC work to end

cruelty to children, including securing updates on project and service developments

and general NSPCC news.

• A commitment to safeguard and promote the welfare of children and young people.

Person specification

1. Evidence of a substantial track record of success in working in strategic

marketin g, dealing with a wide range of marketing disciplines including through

the line campaigns, digital and social influence.

2. Highly developed interpersonal skills and the ability to communicate and deal

with people at the highest level in a range of disciplines, and to successfully

achieve objectives through these contacts, involving problem solving, decision

making, negotiation, motivation, influencing, tact, diplomacy, persuasion and

consultancy skills.

3. Excellent copywriting and presentation skills with the proven ability to

communicate confidently and clearly to senior management level and external

audiences.

4. Substantial experience of marketing/media budget management and financial

planning.

5. Understanding of the media and regulatory environment and ability to deliver

marketing strategies and campaigns at a high level of execution.

6. Excellent ability to plan, monitor, and implement major projects to agreed

deadlines often with conflicting priorities.

7. Corporate and strategic thinker with excellent proven ability to contribute to the

delivery of a communication strategy, ensuring cooperative working and

maintaining vision.

8. Clear understanding of the strategic role of communications to impact on

positive business results.

Safer Recruitment

As an organisation, we are committed to creating and fostering a culture that promotes

safeguarding and the welfare of all children and adults at risk.

Our safer recruitment practices support this by ensuring that there is a consistent and

thorough process of obtaining, collating, analysing and evaluating information from and

about candidates to ensure that all persons appointed are suitable to work with our

children and adults.

The recruitment and selection of our people will be conducted in a professional, timely

and responsive manner and in compliance with current employment legislation, and

relevant safeguarding legislation and statutory guidance.

Our principles:

• Always seek to recruit the best candidate for the role based on merit including their

skills, experience, motivation and competencies. Our robust recruitment and

selection process should ensure the identification of the person best suited to the

role and the organisation .

• Committed to diversity and equality of opportunity and will interview all applicants

(internal and external) who self -declare at application as having a disability and who

meet the minimum requirements in the person specification of the vacancy they are

applying for.

• We will make reasonable adjustments at all stages of the recruitment process in

order to enable successful candidates who declare disabilities to start working or

volunteering their time with us.

• Any current member of staff or volunteer who wishes to apply for vacancies and is

suitably qualified will be considered and addressed fairly and objectively based on

their merit.

• As an organisation committed to safeguarding, we will ensure all under 18 s joining

the organisation will have ongoing risk assessments to ensure their role and

activities are safe and appropriate.

• All documentation relating to candidates will be treated confidentially in accordance

with the GDPR legislation.