| Job Title: | Director of Performance Marketing and Communications. |
| Responsible To: | Chief Executive. |
| Location: | Hybrid. |
| Hours: | 35 hours per week. |
| Contract: | Permanent. |
| Salary: | £80k. |
The Role
We are looking for a Director of Performance Marketing and Communications to help develop and grow our organisation. As a member of the Executive Leadership team, reporting to the CEO, you will represent your area of work on the Executive Leadership team, and at the Board of Trustees, and play a key role in the development and delivery of our new strategy.
This is an exciting opportunity with enormous potential for a dynamic data-driven leader with a passion for building brand personality, customer engagement and growth. You will receive full support from the Board, CEO and Executive team and will co-chair a Board sub-committee focussed on performance marketing and communication, collaborating with high level expertise to support you in your role. You will be leading, developing, and supporting a team of circa sixteen people.
You will lead and manage the charity’s brand, marketing, and communications efforts, developing and implementing strategy, leading, and overseeing market research, data strategy, CRM, and supporter journeys. (Supporters, donors, customers of commercial businesses, presently our restaurant and e-commerce shop.) You will lead and manage marketing and communications activities across various channels using a variety of tools and techniques. You will be motivated in keeping abreast of AI and its usage in optimising results and driving efficiencies.
You will be accountable for donor and supporter engagement (mass/public) & revenue growth through direct response products and activities and will evaluate and use a broad range of channels and direct response techniques and be provided with investment to do so.
You will also be accountable for marketing and communicating our Service offer to engage puppy training volunteers, hearing dog recipients, and promoting our digital services, collaborating closely with the Services directorate.
As Director of Performance Marketing and Communications, you will ensure all parts of the organisation align and operate within the brand positioning and that marketing and communications activities support the delivery of objectives across the whole, in addition to those of your directorate.
In all aspects of marketing and communications you will ensure that we reflect and respect the diversity of our audiences, including considerations for accessibility, cultural sensitivity, and inclusive language and design.
Key Responsibilities
Strategic Planning
- Develop and execute comprehensive performance marketing and communication strategies that align with the Charity’s business objectives:
- Brand awareness and propensity to support.
- Direct response revenue generation through a variety of products, e-commerce, and restaurant sales.
- Volunteer recruitment to support the training and care of specialist hearing dogs.
- Engagement of potential hearing dog recipients.
- Development of, and engagement in our new digital service offer, working closely with the services team.
Brand Management
- Oversee the development and maintenance of the Charity’s brand identity and ensure a strong and consistent brand image aligned with our values.
- Lead the creation of compelling content and storytelling that strengthens brand awareness, resonates with target audiences, and drives engagement and conversion.
Communication
- Direct the Charity’s external communications strategy, ensuring clear, consistent, and effective messaging, aligned with our personality and values.
- Collaborate with our People and Culture function to ensure our internal communications align with our external communications.
- Manage public relations efforts to maintain a positive charity image. Develop and maintain a spokespeople strategy (for media, advocacy, and events), message development training and measurement of effectiveness.
- Oversee and manage crisis communications.
Digital Marketing
- Oversee digital marketing strategies including SEO, paid search, social media, content marketing, and online advertising to maximise online presence and lead generation.
- Ensure ongoing optimisation of digital tools and channels, using analytics to track, measure, adjust and report on digital marketing performance in real time.
- Oversee the development and management of the charity’s website to meet strategic future goals.
Direct Response Marketing
- Accountable through the Head of Individual Giving for the design and execution of direct response marketing campaigns (email, SMS, digital ads, PPC, affiliate, direct mail) to achieve specific revenue and conversion targets through mass/public engagement.
- Continuously monitor and evaluate campaign performance metrics, making data-driven adjustments to optimise and improve effectiveness.
Collaboration and Communication
- Collaborate with the Fundraising (corporate, trusts, major donors, community), People, and Services directorates to oversee the development and implementation of marketing initiatives that support Fundraising, People, and Services objectives.
- Accountable for effective marketing materials, training, and tools to support objectives.
- Communicate marketing strategies, plans, and results to executive, leadership, and key stakeholders.
Data Strategy, Market Research and Analytics
- Conduct market research to identify new opportunities, understand audience needs and stay ahead of industry and customer trends.
- Lead the creation and management of a data strategy, overseeing relevant data and analytics to inform and maximise marketing strategies and decision-making processes.
Budget Management
- Develop, manage, and report against the marketing and communications budget and rolling investment plans, evidencing cost-effective allocation of resources to achieve business plans and KPIs.
Vendor and Partner Management
- Negotiate contracts and manage relationships with external agencies, suppliers, and partners, ensuring outsourced services deliver a good return and agencies/freelancers are professionally managed.
Leadership
- Play an initiative-taking role, as a member of the Executive Leadership team, in shaping organisational strategy, supporting organisational delivery, visibly leading across the organisation, and modelling our values.
- Lead, mentor, and develop a high-performing marketing and communications team.
- Foster a collaborative, flexible and innovative work environment that encourages professional growth, excellence, motivation, and wellbeing.
- Steward a culture of learning, growth, and succession planning.
- Implement a standard of supervision grounded in inclusive leadership practices such as building strong relationships, active listening, clear and transparent communication, consistent and timely feedback, and clear expectations.
Regulatory and Compliance
- Provide leadership and direction to ensure compliance with all GDPR, employment related laws and regulations.
Key Performance Indicators
- Brand Awareness: Increase brand awareness, propensity, and engagement as measured by key brand metrics and surveys.
- Digital Engagement: Enhance online engagement metrics including website traffic, social media interactions, and email/click-through open rates.
- Customer acquisition: Meet or exceed goals for customer acquisition and lead generation.
- Conversion rates: Improve conversion rates for direct response campaigns and products across various channels.
- Return on investment: Ensure marketing campaigns deliver a high return on investment, staying within budget while maximizing impact.
- Revenue and/or customer growth: Achieve targeted percentage revenue and/or customer growth across agreed initiatives.
General Requirements of all Staff
- Ensure compliance with GDPR and data protection.
- As a charity, Hearing Dogs has a large network of volunteers based at both our training centres and spread nationwide. As such, you may be involved in collaborating with volunteers in this role.
- To undergo training to a set level of deaf awareness and communication as required by the charity.
- Performing any other reasonable duties requested by your manager.
| DBS Level Required | BASIC |
This post is exempt from the Rehabilitation of Offenders Act 1974. This is in relation to the Protection of Children and Vulnerable Adults. Applicants will therefore be required to disclose all convictions (spent and unspent), cautions, warnings and reprimands and any relevant non-conviction information. The successful candidate will be required to undertake a Criminal Records Bureau Disclosure Check under the terms of the Police Act 1997 (Part V).
For operational reasons, the Charity reserves the right to transfer you to alternative duties. For this reason, it is a condition of employment that you are willing to do so, if requested, from time to time.