Job summary
This exciting new role will
work collaboratively across our Integrated Care System, to support the delivery
of sector leading marketing activity to transform health and care across Humber
and North Yorkshire, supporting people who live and work in the region to start
well, live well, age well and end life well.
The role will lead the
development, implementation and evaluation campaigns as part of the marketing
strategy while championing and developing the ICBs brand and identity.
The role will have oversight
and responsibility for all marketing campaigns and will establish Humber and
North Yorkshire Health and Care Partnership as the go-to resource for people
looking for information, advice and guidance on health and care.
The role will lead on the
development and delivery of all creative concepts for campaigns within the ICB.
This will include brand and campaign design projects across multiple channels
including digital.
The role will lead and drive
marketing excellence so that we build greater support and engagement with our
audiences.
Main duties of the job
The role will lead the
development, implementation and evaluation of integrated marketing campaigns, across
the health and care system in Humber and North Yorkshire.
The role will have oversight
and responsibility for all marketing campaigns and digital channels, the ICB
brand (sub and associate brands) and will establish Humber and North Yorkshire
Health and Care Partnership as the go-to resource for people looking for
information, advice and guidance on health and care.
The role will lead and develop
a passionate and multi-skilled team, responsible for delivering multi-channel
campaigns and sector leading digital marketing activity.
The role will be responsible
for developing a deep customer understanding and using this insight to develop
creative concepts and campaigns to drive engagement, action and behavioural
change.
The role will also be
responsible for developing compelling narratives and creative concepts.
The role will influence and
persuade executive and senior teams on the most effective marketing approach
for the organisation, advising colleagues up to executive level on all aspects
of marketing to improve the ICBs external and internal reputation and to
deliver behaviour change.
About us
Imagine a future where
everyone in Humber and North Yorkshire has an equal chance to live a long,
happy and healthy life a future where every child has the best start in life,
where the next generation has the opportunity to thrive, and where people live
healthy, independent lives for as long as possible. Thats our purpose why we
exist, why we do what we do.
In particular, we are
ambitious to narrow the gap in healthy life expectancy by 2030 and increase
healthy life expectancy by five years by 2035. Achieving it will challenge and
test us; but if we perform at our best as individuals and together, as a single,
joined-up ICB at the heart of our health and care system we can improve the
lives and futures of the 1.7 million people living in Humber and North
Yorkshire.
That means caring deeply about
them and their lives. It means building closer connections with each other, our
colleagues and partners. And it means innovating to find new solutions and ways
of working that will help us make a bigger difference to people, faster.
We care. We connect. We
innovate. Every day, in the decisions we make and the actions we take. These
are our values.
This is a key role on the
Communications, Marketing and Engagement Directorate. This knowledgeable and
ambitious team aims to put voice at the heart of all work to drive meaningful
engagement and behaviour change with the people we serve.
The team works in an agile and
hybrid way, coming together in person regularly.
Job description
Job responsibilities
The
role will work collaboratively across the ICS to support the delivery of sector
leading marketing (social and digital) activity to transform health and care
across Humber and North Yorkshire, supporting people who live and work in the
region to start well, live well, age well and end life well.
Humber
and North Yorkshire Health and Care Partnership has a bold ambition to deliver
improved outcomes for our 1.7m population. The voice of our people is at the
heart of realising this ambition.
The
role will lead the development, implementation and evaluation of integrated
national campaigns, as well as targeted ICB led campaigns as part of the marketing
strategy while championing and developing the ICBs brand and identity. This will include developing some long terms
plans, which impact across the ICB and wider System, as well as planning and organising
a broad range of complex programmes, which may need adjustment and iteration.
The
role will have oversight and responsibility for all marketing campaigns, the
ICB brand (sub and associate brands) and will establish Humber and North
Yorkshire Health and Care Partnership as the go-to resource for people looking for
information, advice and guidance on health and care.
The
role will lead on the development and delivery of all creative concepts for
campaigns within the ICB. This will include brand and campaign design projects
across multiple channels including digital.
The
role will be responsible for developing a deep customer understanding,
identifying and filling gaps in existing knowledge using a range of
methodologies (in partnership with the Business Intelligence team) and generating
actionable insights to inform marketing plans.
Working
in partnership with colleagues across Communications, Marketing and Engagement,
the role will be responsible for establishing and implementing evaluation
frameworks, recommending the most appropriate methods for measuring the impact
of our activity on business goals.
The
role will also be responsible for developing compelling narratives on ICB marketing
performance for senior stakeholders, Executive and the board.
The
role will influence and persuade executive and senior teams on the most
effective marketing approach for the organisation, advising colleagues up to
executive level on all aspects of marketing to improve the ICBs external and
internal reputation and to deliver behaviour change.
The
role will lead and drive marketing excellence so that we build greater support
and engagement with our audiences.
Job description
Job responsibilities
The
role will work collaboratively across the ICS to support the delivery of sector
leading marketing (social and digital) activity to transform health and care
across Humber and North Yorkshire, supporting people who live and work in the
region to start well, live well, age well and end life well.
Humber
and North Yorkshire Health and Care Partnership has a bold ambition to deliver
improved outcomes for our 1.7m population. The voice of our people is at the
heart of realising this ambition.
The
role will lead the development, implementation and evaluation of integrated
national campaigns, as well as targeted ICB led campaigns as part of the marketing
strategy while championing and developing the ICBs brand and identity. This will include developing some long terms
plans, which impact across the ICB and wider System, as well as planning and organising
a broad range of complex programmes, which may need adjustment and iteration.
The
role will have oversight and responsibility for all marketing campaigns, the
ICB brand (sub and associate brands) and will establish Humber and North
Yorkshire Health and Care Partnership as the go-to resource for people looking for
information, advice and guidance on health and care.
The
role will lead on the development and delivery of all creative concepts for
campaigns within the ICB. This will include brand and campaign design projects
across multiple channels including digital.
The
role will be responsible for developing a deep customer understanding,
identifying and filling gaps in existing knowledge using a range of
methodologies (in partnership with the Business Intelligence team) and generating
actionable insights to inform marketing plans.
Working
in partnership with colleagues across Communications, Marketing and Engagement,
the role will be responsible for establishing and implementing evaluation
frameworks, recommending the most appropriate methods for measuring the impact
of our activity on business goals.
The
role will also be responsible for developing compelling narratives on ICB marketing
performance for senior stakeholders, Executive and the board.
The
role will influence and persuade executive and senior teams on the most
effective marketing approach for the organisation, advising colleagues up to
executive level on all aspects of marketing to improve the ICBs external and
internal reputation and to deliver behaviour change.
The
role will lead and drive marketing excellence so that we build greater support
and engagement with our audiences.
Person Specification
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
- Possess advanced level Design skills with a proven track record of developing and delivering stand-out / award winning brand and campaign design projects across multiple channels including digital.
- 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 behaviour
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
Skills and 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
Person Specification
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
- Possess advanced level Design skills with a proven track record of developing and delivering stand-out / award winning brand and campaign design projects across multiple channels including digital.
- 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 behaviour
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
Skills and 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
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.
