Marketing and Communications Manager Tobacco Control

Job responsibilities

The role will lead the development and implementation of the Humber North Yorkshire Centre of Excellence in Tobacco Controls social marketing and campaign strategies and plans, including creating and publishing insight informed content in a range of formats across relevant media channels.

You will create new opportunities, and make the most of existing ones, where appropriate, to link the programme to prevention and population health programmes, using an innovative communications style to capture the imagination of the region's 1.7m residents.

The role will manage the commissioning and ongoing monitoring of external partners appointed to deliver programmed marketing activities.

The role will develop a comprehensive multi-year marketing strategy to support the identified priorities in relation to tobacco control.

The role will ensure the involvement of the public and other key stakeholders in the development, implementation and review our public health marketing, relating to tobacco control. This is likely to include engagement with the public to provide non clinical information.

The role will utilise behaviour change methodologies to understand and influence audiences.

The role will take a leading role in the implementation of monitoring and evaluation frameworks and tools to ensure that the quality and impact of all activity can be measured.

The role will use a range of indicators for the monitoring of quality, impact and performance for marketing activities undertaken internally and by commissioned agencies and advise on their interpretation.

The role will use professional judgement in partnership with data and evidence from a range of sources to determine the appropriate approach to marketing campaigns (media channels, audience segmentation etc.) based on stated programme objectives.

The role will work closely with the other Marketing Managers to align and evaluate digital channels to ensure high quality, progressive and up-to date website content and visuals, as well as an active social media presence to provide seamless and integrated activity.

The role will plan, edit and proof content produced by other members of the team, ensuring the accuracy and quality of materials, as well as writing briefs for external creative content production.

The role will monitor and address uptake and reach taking account of inequalities in health and the needs of vulnerable groups.

The role will use a range of tools to implement, monitor and optimise the quality and impact of our public health marketing activities (such as digital ad platforms and optimisation tools).

The role will produce appropriately detailed reports for internal and external use on marketing impact and performance with recommendations for optimisation. This is likely to be on quarterly basis, with some requitement for more regular up to weekly operational reporting.

The role will establish and maintain purposeful relationships with key regional and national stakeholders to support integrated mass public health marketing campaigns, in relation to tobacco.

The role will develop and deliver specialist marketing advice, guidance, training and coaching to colleagues within the directorate to build capacity across a range of partners to deliver or contribute to marketing activity. This will be at least monthly.

The role will ensure all materials and communications are appropriate, given the highly sensitive nature of some topic areas.

The role will implement systems and policies to respond appropriately to enquiries, complaints and compliments from members of the public, programme or service users and key stakeholders, including in situations where the stakeholder(s) may have complex queries that need to be handled sensitively.

The role will both receive and provide complex information, with a key requirement being making this engaging and accessible for the public.

Experience

Essential

• Experience of health or wellbeing related marketing, communication
• and engagement within an in-house or agency team
• Significant experience of leading the campaigns and communications element of a brand, product, service or significant area of work at a regional or national level
• Experience of working on campaigns designed to promote positive behaviour change
• Evidence of having developed and implemented campaign and
• engagement plans around complex or sensitive issues
• Experience of producing creative briefs and managing creative processes, liaising with a range of colleagues and suppliers
• Experience of undertaking public, staff and stakeholder engagement
• and/or involvement
• Responsibility for budget monitoring
• Conducting desk research, data and market analysis, and commissioning research, including customer segmentation
• Developing rich customer understanding, generating actionable insights to inform strategies
• Working in a strongly customer-orientated environment
• Influencing customer behaviour through marketing and the application of behavioural science
• Evaluating marketing activity using a range of methodologies, including econometrics, behavioural studies and modelling
• Using learnings to drive continuous improvement
• Writing business cases and managing budgets
• Highly developed written and oral communication and presentation skills, able to communicate effectively with a range of stakeholders
• The ability to influence, persuade, negotiate with, motivate and inspire others
• Analytical skills including the ability to interpret data and research, working with rigour and a strong attention to detail
• Experience of championing diversity and inclusion and promoting actions to make improvements as well as experience of creating diverse and inclusive teams that are motivated and inspired to work together to achieve a common objective

Desirable

• Experience in the use of formal project management
• methods
• Experience of leading campaigns and communications
• activity for the NHS

Qualifications

Essential

• Educated to Masters' level in marketing, advertising,communications or equivalent level of knowledge and experience
• Extensive knowledge of marketing, campaigns or communications strategy acquired through a
• Evidence of continuing professional development
• In depth understanding of campaign planning techniques including
• insight generation, creative development, media planning, optimisation and evaluation
• Detailed understanding of strategic marketing practices and methods
• Specialist knowledge of effective communications
• Knowledge of the marketing sector and agency landscape in Humber and North Yorkshire
• Knowledge of Social Marketing as a distinct discipline
• Knowledge of customer relationship management practices and related data protection standards

Desirable

• A qualification in behaviour change
• Graded membership of a relevant professional body(CIM/CIPR)
• Knowledge of behaviour change theories used in health promotion
• practice
• Knowledge of the public health system and public sector partners
• An understanding of the determinants of health and
• health behaviours

Skills / Competencies

Essential

• Excellent written and verbal communications skills, including writing for different individuals.
• High level numeracy skills and ability to manipulate data
• Highly skilled at using digital marketing tools such as Google analytics, tag manager, hoot suite etc.
• Ability to interact with people working at different levels, including senior leadership
• Effective presentation skills to large audiences where political judgement and sensitivity is key
• Decision making skills where budget and resource considerations
• are involved
• Excellent planning and organisational skills
• Ability to plan digital communications and campaigns
• based on sometimes conflicting interests and perspectives and
• provide specialist advice to other members of the team and
• organisation
• Digitally literate with an ability to use a range of systems for a range
• of purposes (e.g. word processing, presentation, web content
• management, social media management, data analysis).
• Emotionally resilient maintaining a
• Calm and professional demeanour.
• Ability to work on own initiative and organise workload.

Desirable

• User Experience and/or User Interface optimisation skill