Brand and Marketing Manager

Job description

Job responsibilities

Brand Strategy and Management

• Develop, execute, and evaluate comprehensive brand strategies aligned with the hospices objectives.
• Act as brand guardian ensuring consistency and maintaining appropriate and consistent language and terminology across all communications, as well as a strong visual identity that is aligned with brand guidelines across all assets, platforms, and activities.
• Collaborate with stakeholders, including department heads, design agencies, printers, and merchandise suppliers, to ensure unified brand representation.

• Plan, implement, and monitor marketing campaigns, in response to project briefs from income generation and wider hospice teams, alongside core brand activities, ensuring alignment with promotional activities and charitable objectives.
• Define project timelines, assign tasks, monitor progress, and address bottlenecks for ongoing and future projects.
• Review and edit copy and creative materials for campaigns, ensuring high-quality outputs.
• Identify advertising opportunities and negotiate placements in a range of channels including press/trade publications, radio and via digital platforms with added value.
• Deliver email marketing campaigns as required, using external mail management tools (currently Dot.Digital) while ensuring compliance with all data protection and relevant regulatory frameworks.
• Evaluate campaigns using statistical data, offering insights and recommendations for improvements.

• Collaborate with the in-house Graphic Designer, freelance designers and print agencies to produce marketing materials from concept through to completion.
• Write appropriate, audience specific creative marketing copy, utilising case studies, supporter stories, and blogs.
• Support the launch and ongoing rollout of the hospices new five-year strategy with a range of materials to help raise awareness, challenge perceptions, as well as promote opportunities for stakeholder engagement and income generation activities, while ensuring timely delivery and adherence to brand guidelines.
• Manage the sourcing, production, and stock levels of branded materials, including leaflets, posters, flyers, newsletters, and promotional items.

Media Content Development

• Develop compelling visual and written content, including stories, photos, videos, and blogs, focusing on patients, families, supporters, and staff.
• Support our in-house Videographer with requirements for photo shoots and video content to maintain a fresh library of multimedia assets.
• Support the Digital Marketing Coordinator in content production, ensuring alignment with traditional marketing materials.
• Provide support to the Head of Communications, helping to build press relationships and managing media requests.

• Work with the Digital Marketing Coordinator to ensure consistent online and social media promotion.
• Work with the Head of Communications and Digital Marketing Coordinator on the build of a new public website and support the Digital Marketing Coordinator with the ongoing Organisational Chart maintenance of the site ensuring information is current and aligned with hospice priorities.
• Work with the Digital Marketing Coordinator to analyse usability of website and make continuous improvements for new and returning visitors.
• Guide the digital team on social media platforms to help grow income across our fundraising portfolio, building relationships and appropriate engagement organically and through targeted campaigns with existing and new supporters online.
• Identify ways to grow our digital community and online supporters, through audience insights that helps build the donor journeys in support of income generation targets.
• Support the digital team by ensuring fundraising pages on the website are updated, by creating and/or editing and updating content, developing and integrating new functionality to optimise supporter experience and income generation.

Reporting and Budget Management

• Monitor and report on the effectiveness of marketing communications and branding campaigns with insights into campaign performance and opportunities for improvement
• Manage individual marketing budget, ensuring efficient allocation and spending for maximum impact.

Leadership

• Deputise for the Head of Communications when appropriate, and role model the behaviours and values of the hospice, supporting colleagues as and when required.
• Line management of the in-house Graphic Designer, supporting their professional development.

• Provide out of hours support, monitoring in-boxes and social media platforms as and when required.
• Keep up to date on best practice within the charity sector generally and particularly with changes to legislation, and codes of practice ensuring compliance with Data Protection, Electronic Communications, Chartered Institute of Fundraising, and the Fundraising Regulator guidelines.
• Undertake all necessary administration and record keeping including ensuring all supporter correspondence and digital communications (in-bound and out-bound) are recorded on the fundraising database.
• Participate in cross functional projects.
• Contribute to team strategy, impact and innovation at departmental meetings and away days.
• Due to nature of the business, you may be asked to work outside of office hours and travel across Somerset.
• Carry out any duties that may reasonably be expected in line with the principal purposes of the role.

Person Specification

Education and Qualifications

Essential

• Numeracy and literacy are essential elements of the post, commensurate with GCSE Grade 4 or above in Maths and English.
• Demonstrable experience in a similar role delivering marketing initiatives to support organisational goals

Desirable

• Marketing qualification or similar professional qualification in a relevant field.
• Experience of working in a charity or not for profit organisation.

Self Awareness

Essential

• Highly developed interpersonal skills (tact, diplomacy, and discretion).
• Ability to work at pace, both independently and as part of a team with a can do approach and flexible attitude.
• Must be confident, self-motivated, proactive, and enthusiastic.
• Ability to undertake some work outside of normal office hours and at weekends in order to support promotional activities and events.
• Travel across the geographical area covered by the hospice as required, with access to a car and clean driving licence.

Desirable

• Negotiating skills

Working with others

Essential

• Excellent verbal and written communication skills.
• Confident working with a wide range of people in appropriate and engaging ways, including ability to communicate effectively with senior personnel, staff, volunteers, and supporters, some of whom may be service users or related to patients.
• Ability to build relationships and collaborate to achieve results.
• Working and negotiating with suppliers, contractors, and companies to get results.

Desirable

• Liaising with journalists and the media and being a public spokesperson.
• Proven track record of delivering great customer care and or/supporter experience, stewardship plans.

Outcome and Results

Essential

• Evidence of delivering digital marketing to engage, recruit and retain target audiences, e.g. customers, supporters, end users.
• Experience within a product related environment.
• Ability to plan, organise and prioritise while working at pace to meet conflicting demands and deadlines; includes demonstrable time management and multi-tasking skills.
• Ability to find pragmatic solutions to problems as they arise.
• Experience of working on website CMS systems.

Desirable

• Setting, managing, and monitoring budgets and contributing to annual plans and strategies.
• Experience of placing, managing, and monitoring advertising and pay per click campaigns.

Leading in your area

Essential

• Proficient in the use and understanding of Social Media and the process of paid for Social Media.
• Excellent content creation skills, and practical use of design packages, such as Canva, InDesign, etc.
• Demonstrable use of digital marketing platforms and email management systems, e.g. Dot.Digital, Mail Chimp, Constant Contact, etc.
• Excellent IT Skills, including Microsoft office.

Desirable

• Ability to motivate, inspire and convert donors and supporters via a range of media and tools.
• Knowledge of the regulatory frameworks that govern marketing, income generation and use of personal data, including email communications.
• Proficient use of databases and/or Customer Relationship Management (CRM) solution

Disclosure and Barring Service Check

This post is subject to the Rehabilitation of Offenders Act (Exceptions Order) 1975 and as such it will be necessary for a submission for Disclosure to be made to the Disclosure and Barring Service (formerly known as CRB) to check for any previous criminal convictions.

Employer details

Employer name

St Margaret's Somerset Hospice

Address

Heron Drive

Bishops Hull

Taunton

Somerset

TA1 5HA

Employer's website

https://www.st-margarets-hospice.org.uk/home-page (Opens in a new tab)