Reports to: Head of Marketing & Communications
Based at: Coeliac UK Head Office, High Wycombe with the possibility to regularly work from home by prior agreement with your line manager
Salary grade table: Specialist (SP3), up to £35k
Hours: 35 hours per week. Hours to be agreed with your line manager. Occasional evening and weekend work may be required
Holiday: 36 days holiday a year including bank holidays
Line management: No direct reports
The Role:
Coeliac UK has a complex agenda and array of health and food stakeholders. The Marketing Manager will be accountable for accelerating the marketing function within the charity, working closely with the Commercial and Policy teams and wider stakeholders to develop marketing plans for priority audiences; manage integrated marketing plans; increase awareness of the charity and its services; and in doing so, ensure the charity can help more people affected by coeliac disease.
Particular emphasis will be placed on building relationships, identifying and following through opportunities for marketing collaborations with existing and new commercial organisations and partners (eg retailers, manufacturers, caterers, food outlets) with a stake in the gluten free market. The focus will be on driving awareness of our food safety schemes, promoting their value to consumers and food businesses and in turn, driving leads and opportunities, as well as supporting marketing activity generally across the organisation.
Key Responsibilities:
• Develop, implement and evaluate effective marketing plans to create shifts in the awareness, engagement and the income generating capacity of the organisation.
• Drive awareness of Coeliac UK, the charity’s work, brand and impact to increase our reach to 400,000 actively engaged people
• Lead on the development and delivery of high impact, low cost, behaviour change campaigns
• Plan and run our integrated marketing campaigns and day to day marketing activity ensuring content alignment with broader charity activity
• Lead the development of marketing plans for the charity’s Crossed Grain (XG) trademark licensing scheme used by manufacturers, the Gluten Free (GF) accreditation scheme used by caterers, and any new scheme that may require developing according to commercial opportunities
• Build brand awareness of food safety schemes, at both national and international level, to increase their value in consumer decision making
• Work with the Association of European Coeliac Societies (AOECS) Board and members to extend and improve commercial propositions.
• Market consumer insights to drive desirability of schemes amongst food brands and deliver uplift in new business
• Position Coeliac UK in the food sector, driving brand awareness of the charity, its expertise and unique link to the consumer
• Track and measure assigned marketing campaigns to determine success or areas of improvement for future campaigns
• Promote advertising and sponsorship opportunities available through the charity, working closely with the Head of Advertising Sales
• Ensure asset development for the promotion of advertising activity to generate leads and grow partnerships
• Write creative briefs as necessary to internal colleagues or external suppliers
• Ensure all assets and content on channels used to promote the commercial activities (via website, print, social media or other means) are coherent with existing communication guidelines and tone, up to date and relevant, updating these in agreement with colleagues as necessary
• Work in tandem with the social media team (Facebook, Twitter, LinkedIn and Instagram) to provide business focused tone/style/content
• Work collaboratively to develop and deliver marketing plans for other events and activities for the charity which support or involve Commercial Partners, eg Industry Day, Food Festival
Knowledge, skills and experience:
• At least five years marketing experience ideally in the charity, health or food sector
• Strong copywriting skills with the ability to generate insightful articles, website copy and other marketing collateral
• Demonstrable experience in setting meaningful metrics, using analytics and using agile marketing tactics to deliver successful campaigns
• Strong experience in reporting and evaluating campaign successes and developing learnings to apply to future projects
• Solid experience and/or understanding of campaign development
• Digital marketing prowess and good understanding of the principles of developing engaging multichannel content for a range of audiences
• Proven past accountability for spotting opportunities and translating organisational and marketing objectives into marketing activity and appropriate tactics
• Team player with practical, positive and flexible attitude
• Highly organised, able to meet deadlines and prioritise tasks
• Working with a range of stakeholders while project managing and delivering successful activity/campaigns, including external suppliers
Competencies:
1: General profile
• Monitors, co-ordinates and supervises the daily activities of staff in an assigned work area in similar or related disciplines
• Experienced. Fully competent in own area. Shares own expertise with others; provides guidance and support to others
• Resolves problems through immediate actions or short-term planning and sets priorities to ensure task completion
• Maintains orderly work processes by co-ordinating work flow and work quality. Adheres to established practices and procedures in work area
• Builds an environment that supports cooperation and cohesiveness among the direct work team and within other areas in the organisation
2: Technical expertise; building & maintaining
• Demonstrates depth/breadth of knowledge/skills in own area; may be acquiring knowledge of other disciplines/areas
2: Technical expertise; applying & anticipating
• Applies knowledge/skill through handling complex problems and/or managing work which may extend beyond own area of expertise; shares expertise with teams and other work groups
3: Client/organisation orientation; client response
• Understands client needs and identifies solutions to non-standard tasks/queries; actively seeks and closes opportunities
3: Client/organisation orientation; organisation understanding
• Decisions impact primarily on own work group/team; may have an impact on department objectives
3: Client/organisation orientation client response; costs
• Manages departmental costs
4: Creating & delivering solutions; problem solving
• Resolves problems through immediate actions or short-term planning and sets priorities to ensure task completion
4: Creating & delivering solutions; planning & organising
• Maintains orderly work processes by co-ordinating work flow and work quality. Adheres to established practices and procedures in work area
5: Working relationship; communicating, negotiating & influencing
• Builds an environment that supports cooperation and cohesiveness among the work team and with other areas within the organisation
5: Working relationship; teamwork, coaching & guiding
• Oversees the day-to-day activities of work group/team; accountable for work group/team results
5: Working relationship; networking
• Creates extensive networks internally and externally
This job description is not intended to be an exhaustive list of duties to be performed by the employee. This job description may be altered to reflect the needs of the charity.
Please apply online to receive further information about the role which will be sent to the email address specified in your CV.
Simplified Recruitment is a Job Advertising Agency working on behalf of Coeliac UK. By applying for this position you are giving us permission to pass your CV and covering letter to a third party in relation to recruitment. A full copy of our privacy policy can be viewed on our website.
Ref: SR506878
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