Head of Brand & Marketing

Candidate Pack October 2017

Every story has a beginning.

I could begin by thanking you for taking an interest in our exciting new role. I could explain our vision and mission. Or I could list out the services and activities we deliver. But you’re smarter than that. As a brand and marketing expert, you’ll have already checked out our award-winning website; you’ll have seen our high quality information and expert advice, and taken note of our dedicated Helpline and inspiring friendship services. As someone who instinctively understands the power of compelling content and is driven to emotionally engage people to take action, you will have already read the inspirational stories and watched the uplifting videos that bring our communications to life. It is these very stories that give a glimpse of the potential we have at Independent Age to make a tangible difference to the everyday lives of older people, their friends and families.

And so the beginning of this particular story – of this role – may not be all that typical. But then, this isn’t a typical opportunity. It’s a rare one. If you are looking to lead an established Brand & Marketing team to develop a mature brand, this opportunity is not for you. If you want to continue to develop your expert brand and marketing skills to help build a brand new division, working to a universal, urgent and growing cause, in an organisation undergoing tremendous growth and with the resources to truly unlock its potential, then I suggest you read on. If you are looking for a unique opportunity to drive growth at this critical time of your career and, above all, want the opportunity to directly contribute to making a positive social impact, then this could be a great fit.

Unlocking potential

Over the past 10 years, Independent Age has been through a major transformation. We’ve moved from operating as a benevolent trust, to establishing ourselves as a charity that provides impact at scale for older people. We’ve successfully re-engineered our core service offering, developed our profile in thought leadership, and begun to build an evidence base through policy, research and media. We are already punching above our weight and are incredibly proud of the successes we have achieved so far.

We are now at a tipping point where we can take our learning to date, begin to unlock our resources and, through our expert marketing and communications, grow our public profile – agitating conversations and embedding ourselves into the public consciousness. We want to build our capacity and capabilities, grow the scope, scale and depth of our services, and develop a sustainable funding model, underpinned by a balanced income portfolio.

Our opportunity is significant. You’ll find it a challenge to open a newspaper, turn on the radio, switch on the TV or surf the web without coming across a story about the issues that impact on the day-to-day lives of older people and those who are important to them. After all, we are all ageing. It is the most universal cause you could work on.

Our story so far

Our plan is to accelerate significantly the number of people who get and give support through Independent Age. However, the opportunity doesn’t just lie in increasing volume, but in developing ways to build meaningful engagement with our key audiences.

Our starting point will be to make sure we really know our customers, their needs and their motivations. We will tell a compelling story (through our brand) helping to increase our profile, understanding and drive action. We will become experts in response marketing – identifying target segments, telling inspirational stories, and matching our offers to customer motivations. We will make the most of digital channels and new technologies and be smart about how we use information – putting data at the heart of our business to give us the insight we need to make the right decisions. We will develop relevant, informed customer journeys through a clear ‘Customer Relationship Management’ strategy – making sure that the right customers get the right offers at the right time. In the future, our supporters will have many ways with which to connect with us and with older people.

This new Integrated Engagement Approach means that when our service interactions grow, our income grows, our brand builds, our influence develops and vice versa. Ultimately, this will enable us to deliver greater impact for older people.

But in order to seize this opportunity, to capitalise on our universal, urgent and growing cause, and to help us turn this vision into a reality, we need people like you. And that’s why we’ve taken the bold step of building a brand new Engagement Division.

Every story has a beginning. This one starts with our people. It could start with you.

The next chapter

Last year, 1 million people accessed our services and £2.6m was raised in donations and gifts in Wills. But we do not currently have the capacity or capabilities to fully optimise those individual relationships by building meaningful engagement. We have significant gaps in key functions including brand, response marketing, digital, customer insight and strategy.

In order to fill these critical gaps and build a sustainable foundation for growth, we have begun a multi-year project to create an integrated approach to building meaningful engagement with key audiences. We have started by bringing together the key functions that drive the public to Independent Age – Marketing, Communications and Fundraising – into a new Engagement Division. We have put in place interim resources to ensure we can deliver to short-term business needs. We have shaped the functions within this new division and developed the structure for the senior roles that will lead strategy individually and through a new Engagement Management Team (EMT).

Below you’ll see the functions within this new division and the structure of the new EMT:

Engagement Division Functions

Building our new Engagement Division

ENGAGEMENT

FUNDRAISING

INDIVIDUAL GIVING & LEGACIES

EVENTS & COMMUNITY

FUNDRAISING

PARTNERSHIPS & PHILANTHROPIC

GIVING

CORPORATE FUNDRAISING

TRUSTS & FOUNDATIONS

MAJOR DONORS

MARKETING & COMMUNICATIONS

CUSTOMER INSIGHT & STRATEGY BRAND & MARKETING

CREATIVE SERVICES

DIGITAL

SOCIAL MEDIA

MEDIA & PR

MEDIA RELATIONS

PR

INTERNAL COMMUNICATIONS

Engagement Division Management Team

This is a hugely exciting opportunity. It is unlikely that there will be similar opportunities within our sector to be part of a brand new high-calibre management team. One that is responsible for shaping and driving the public growth of a charity with such a universal cause, and momentum for positive transformational change. And that is supported by the ambitions of our Board of Trustees to build on our successes to date and increase significantly the impact Independent Age makes to the lives of older people, their families and friends.

Our aim is to recruit the new senior roles within our new Engagement Management Team in 2017. This is so that we can begin to drive major cross-organisational change programmes and build capacity within key functions throughout 2018 and beyond.

Building our new Engagement Division

Director of Engagement

Assistant Director of Fundraising

Head of IG & Legacies

Head of Events FR

Head of Partnerships & Philanthropic

Giving

Assistant Director of Marketing &

Communications

Head of Brand & Marketing

Head of Digital

Head of Media & PR

Head of Insight & Customer Strategy

EA

If you feel you could bring your brand development, creative, response marketing and content marketing expertise to this new chapter of Independent Age’s growth, and feel inspired by the opportunity to build a new brand and deliver a step-change in our marketing, please do read details of the Role Description and Person Specification below.

In return, Independent Age can offer a genuine opportunity for you to personally make a direct social impact at a critical point in your career. You’ll work closely with the new Assistant Director of Marketing & Communications and new heads of department across our new Engagement Division. You’ll find us to be a warm, open and agile organisation, focused on growth and delivering increased impact for older people. Of course, there will be challenges along the way. But with an entrepreneurial spirit, positivity and commitment to helping drive medium-term growth, coupled with pragmatism, resilience and the building of a solid evidence base, together we’ll embrace those challenges, problem solve and seek new opportunities.

To find out more about this role, please do read on and contact our expert search and selection partners at Gatenby Sanderson.

I really look forward to meeting with you. Good luck.

Biagio BorromeoDirector of Engagement, Independent Age

The role: Head of Brand & Marketing

Job Title: Head of Brand & Marketing

Division: Engagement

Department: Brand & Marketing

Salary Band: Head of Department

Reporting to: Assistant Director of Marketing & Communications

Direct Reports: 3 Direct Reports (Brand, Marketing, Creative Services). Team of approx. 10 roles + additional roles in line with programme growth

Location: Head Office: 18 Avonmore Road, London, W14 8RR

Job Purpose

To provide strategic leadership and management of the Brand & Marketing department and, in liaison with key internal stakeholders, to drive step-change growth in our brand profile, supporter base and the number of ways in which key audiences (service users, supporters and volunteers) engage with Independent Age.

This role will create and develop a new Brand & Marketing Department and strategy. It will oversee the development of related plans, budgets, KPIs and all activities across the organisation designed to build brand, raise awareness and understanding of Independent Age, grow influence, drive action (getting and giving support) and ultimately bring key audiences closer to our purpose.

As a key member of the Marketing & Communications Management Team (M&CMT), the post-holder will also work with the Assistant Director of Marketing & Communications to create the overall Marketing & Communications strategy, ensuring that Brand & Marketing forms an integrated part of an effective wider programme of campaigns and activities which help transform Independent Age’s influence and impact. The post-holder will also be a member of the Engagement Management Team (EMT) and will share collective responsibility for ensuring integrated development of all supporter-facing strategies, plans and activities.

Main Duties

Development & Growth:

• To be accountable for setting and achieving annual/multi-year Brand & Marketing KPI targets, and for contributing to broader departmental, divisional and organisational KPIs as agreed with the Assistant Director of Marketing & Communications.

Role description

Role description

• To lead on the creation and development of key building blocks, processes, systems and guidelines for the new Brand & Marketing function to deliver effective and sustainable growth and high-quality materials, consistent with Independent Age’s brand, across all departments.

• To lead on the creation, testing, evaluation and roll-out of an effective programme of innovative Brand and Marketing campaigns, ensuring that all test activities (channels, products, audiences, propositions etc) are replicable and scalable.

• To future-proof Independent Age’s Brand & Marketing programme by building a network of external contacts, undertaking regular competitor analysis and sector research, investigating ways to improve effectiveness, seizing opportunities, anticipating risks and encouraging innovation and improvements.

• To build, develop and manage strategic partnerships with best-in-business suppliers, ensuring cost-effective service, clear compliance and commitment to our values/goals.

Leadership & Management:

• To build, lead, inspire and develop a high performing Brand & Marketing department, supporting and line-managing the Brand, Marketing and Creative Services team members to achieve departmental objectives.

• To influence stakeholders to ensure that brand and its foundation is central to the thinking of all internal and external strategies and initiatives, including through management of Independent Age’s Brand Steering Group (BSG).

• To build and maintain our brand reputation with key external audiences and stakeholders covering all key areas of Independent Age’s activity.

• To actively contribute to the Marketing & Communications Management Team (M&CMT), Engagement Management Team (EMT) and Independent Age’s Wider Management Team (WMT), sharing collective responsibility for the development, delivery and evaluation of cross-departmental, divisional and organisational strategies, projects and activities.

• To deputise for the Assistant Director of Marketing & Communications, as required, and provide leadership support for our new Marketing & Communications Department and Engagement Division.

Strategy, Budgets, Planning & Reporting:

• To be accountable and responsible for the development of an effective organisation-wide Brand & Marketing strategy, and related plans and activities, ensuring that we maximise our impact and deliver long-term

Role description

sustainable growth in support of broader departmental, divisional and organisational objectives.

• To develop a robust annual Brand & Marketing budget, multi-year forecasts, KPIs and evaluation & monitoring systems, providing insightful performance reports as agreed with the Assistant Director of Marketing & Communications.

Brand Development & Management:

• To take a lead on brand development (and related brand architecture) – ensuring that strategies, campaigns and activities across all departments optimise the way Independent Age is viewed by the public, external stakeholders and key opinion leaders, and ensuring that our purpose and impact is relevant and understood across all owned, earned and paid channels.

• Be responsible and accountable for developing and maintaining Independent Age’s brand presence and brand guardianship.

• Be responsible for delivering a step-change in our brand’s ability to enable positive emotional connections with our audiences in a way that drives long-term engagement.

• To develop and manage brand quality control and standards of excellence for all marketing, materials and content (written and spoken) produced across Independent Age (through our in-house Creative Services Team or external partners), championing and driving forward a cohesive and distinctive approach to content development across the charity and all platforms, ensuring brand consistency and familiarity so that every touch point contributes to a stronger customer experience.

Integrated Engagement:

• In liaison with colleagues across the Engagement, Services and Policy Divisions, to lead the testing, creation, delivery and evaluation of a programme of marketing campaigns (and one-off large-scale integrated multi-channel public campaigns), together with related propositions/content/collateral, which build brand, raise awareness and understanding, drive behaviour change, grow influence and inspire key audiences (service users, supporters, opinion leaders and volunteers) to get and/or give support.

• To actively support the AD of Marketing & Communications and AD of Fundraising in the development of an integrated Supporter Relationship Management Strategy, informed by insight, which tests and builds relevant supporter journeys to drive sustainable growth in the number of supporters,

Role description

service users and volunteers who give and/or get support through Independent Age, and the number of ways in which they engage with us.

• To actively contribute to the development of Independent Age’s organisation-wide Data Management Strategy, ensuring that we are ‘data smart’ – optimising our data and data capture opportunities to deliver insights which help drive our growth.

• In liaison with the Head of Digital, to ensure that brand and marketing campaigns and activities capitalise on digital and social media channels, technologies and platforms.

Other Duties

• To ensure that all Brand & Marketing activities adhere to charity law, compliance/best practice, including in the area of data protection, marketing consent and vulnerability.

• To work with the Head of Individual Giving & Legacies to develop Independent Age’s organisational approach to marketing consent.

• To represent the charity internally and externally, as directed by the Assistant Director of Marketing & Communications.

• To observe and comply with all Independent Age policies, including the key policies and procedures on Confidentiality, Data Protection, Health and Safety, Safeguarding and Information Technology Policies and Procedures.

• To undertake other reasonable duties, as directed by the Assistant Director of Fundraising, as the department’s and division’s work develops and new needs emerge.

• This role may require additional travel and overnight stays.

Job descriptions cannot be exhaustive and so the post-holder may be required to undertake other duties that are broadly in line with the above key responsibilities. Independent Age is committed to equality of opportunity and to eliminating discrimination. All employees are expected to adhere to the principles set out in its Equal Opportunities Policy and all other relevant guidance/practice frameworks.

It is essential that in your written application you give evidence of examples of proven experience in each of the selection criteria in Part One of the person specification. These responses will be developed and discussed with those candidates invited for interview, together with the other criteria listed in Part Two.

PART ONE

EDUCATION & QUALIFICATIONSEssential• Educated to degree level, or to have equivalent experience.

• Evidence of leading teams to deliver voluntary income growth.

Desirable• Suitable accredited marketing qualification such as IDM Diploma in Direct

Marketing or CIM Certificate in Marketing.

• Membership(s) of the Chartered Institute of Marketing, Institute of Direct Marketing or equivalent professional organisation.

EXPERIENCE & KNOWLEDGEEssential evidence of:• Operating at a senior level in a complex consumer organisation to develop

successful integrated Brand & Marketing strategies, plans and large-scale programmes of diverse multi-channel campaigns to raise awareness, build understanding, grow income, change behaviour/perceptions and drive action, at a national and local level.

• Senior level expertise in Brand Development (including undertaking full rebrands), Creative Development & Production, Direct Response Marketing and Content Marketing in consumer-facing organisations.

• A strong personal track record of leading Brand & Marketing functions to deliver step-change growth in consumer brand awareness, income/revenue and customer bases.

• Building brand new high performing Brand and/or Marketing programmes, teams and/or activities (including defining business processes and information systems).

• Leading, motivating and developing diverse and high performing Brand & Marketing teams to deliver required results.

Person specification

Person specification

• Successfully developing and managing £1m+ Brand & Marketing budgets, multi-year forecasts, KPIs, evaluation & monitoring systems, and insightful performance reports.

• Extensive experience using audience, consumer and/or data insight and research to drive brand and marketing planning.

• Capitalising on digital and social media channels, technologies and platforms to cost-effectively grow and develop customer bases.

• Working in a response marketing context with data management & analysis teams, and related CRM systems, to optimise data and data capture opportunities to help drive growth.

• Delivering complex project or programme management through cross-departmental and/or cross-organisational management teams to drive change.

• Building, developing and managing strategic partnerships with best-in-business suppliers (including digital, direct response marketing, research, data, design & print, and brand agencies), ensuring development of clear briefs, value-for-money, achievement of results, compliance and commitment to our values and goals.

• A good knowledge of data protection legislation and evidence of developing policies to ensure compliance and best practice.

• Senior level understanding of current Brand and Direct Response Marketing trends.

Desirable evidence of:• Experience of managing Brand and/or Marketing functions in a public-

facing not-for-profit organisation (ideally in the health and/or care sectors) to drive sustainable growth in service users, financial supporters and campaigners (national & local).

• A working knowledge of a wide range of fundraising disciplines including Individual Giving & Legacy Fundraising, Events & Community Fundraising, Corporate Fundraising and Philanthropic Giving (Major Donors, Trusts and Foundations).

• A working knowledge of a wide range of marketing & communications disciplines including Insight, Digital, Social Media, Public Relations, Media Relations, Reputation & Crisis Management and Internal/Change Communications.

• Working knowledge of the NFP sector, Charities Acts, self-regulation and governance.

Person specification

• Working directly with and/or being a member of charity Boards of Trustees.

• A strong working knowledge of a wide range of digital and social media technologies, platforms and marketing

• A working knowledge of charity law, compliance and best practice, particularly in the area of data protection, marketing consent and vulnerability.

Person specification

PART TWO

SKILLS & ATTRIBUTESEssential• Excellent interpersonal, networking, collaboration and relationship building

skills, ability to work cross-functionally to both provide and secure internal resource and support.

• Develop strategy & translate into operational plans and successful implementation.

• Proven people management experience and expertise.

• Lead change, with the drive, energy and resilience to grow your department and programme.

• Apply creative thinking and problem solve to deliver innovation.

• Manage high level projects, from inception to successful conclusion.

• Proven ability to inspire customers, supporters, staff, volunteers, service users and key stakeholders through excellent verbal and written communication skills.

• Strong analytical and financial skills, plus proven commercial acumen.

• Excellent time management and ability to prioritise, deliver, manage and coordinate a number of projects simultaneously to tight timescales.

• Stay calm, work on own initiative and work effectively under pressure.

• Represent the organisation positively at a senior level and act as a media spokesperson.

• A commitment to building integrated, mutually-beneficial supporter relationships and to championing an ‘integrated engagement’ approach.

• A commitment to working collaboratively with colleagues and managing your department to deliver the best outcome for the organisation and the supporter.

• Ambition for self and charity with a passion for brand and direct response marketing and a commitment to your own personal development.

Desirable• Strong affinity with our cause and knowledge of older people’s issues.

Salary Circa £60,000 per annum. Contract This is a permanent, full-time executive appointment. Location Independent Age 18 Avonmore Road London W14 8RR Annual leave 28 days per annum for all full-time staff plus public holidays. The leave year runs from 1 January to the 31 December Hours Full-time staff work 35 hours per week. Senior staff are expected to work such hours as the role requires. Pension As a new employee of Independent Age you are eligible to join our pension scheme, known as Flexible Pension Plan, from your first day of employment. Contributions payable are as follows:

Contributions

You pay Independent Age Pays Total Contribution

3% 5.00% 8.00%

4% 6.67% 10.67%

5% 8.34% 13.34%

6% 10.00% 16.00%

6%+ 10.00% 16.00%+

Please note: Independent Age contribution capped at 10%

If you do not wish to join the full Independent Age pension scheme you will be auto enrolled (1%). Our provider is The Pension Trust.

Terms of Appointment

Season ticket loan Interest free loan to cover the purchase of your season ticket for travel. Employee assistance programme Dedicated information and counselling support service for employees, their family and those close to them. It provides information and practical help, as well as financial, legal and emotional support to our staff should it be required. Childcare vouchers Childcare vouchers available through a salary sacrifice scheme, allowing important tax and national insurance savings. Ride 2 Work schemeSavings on the purchase of a bicycle to use for work through a salary sacrifice scheme. The cost can be spread over 12 months.

Terms of Appointment

How to apply

To apply for this post, please submit:

• A comprehensive CV.

• A detailed supporting statement that fully addresses Part One of the Person Specification.

• Details of two referees whom we would be able to contact at shortlist stage.

As part of the online application process, you will be asked to complete an equal opportunities monitoring page. The information on this page will be treated as confidential, and used for statistical purposes only. This information will not be treated as part of your application.

The closing date for applications is Monday 20th November 2017.

The How to Apply section of the website provides clear instructions. If, however, you have any queries in relation to the application process, or you experience difficulties uploading your application, please do not hesitate to telephone the GatenbySanderson team on 020 7426 3961.

If you have any queries about any aspect of the appointment process, need additional information or wish to have an informal and confidential discussion, then Rebecca O’Connor or Juliet Taylor (020 7426 3373) will be pleased to take your call. GatenbySanderson will respect the privacy of any initial approach or expression of interest in this role, whether formal or informal.

Recruitment Timetable

An indicative recruitment timetable for candidates is provided below. Once final dates are confirmed, these will be made available to applicants as soon as possible.

Closing date Monday 20th November 2017

Shortlisting 22nd November 2017

First round interviews with Independent Age

w/c 4th December

Final round interviews with Independent Age

w/c 11th December