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Role Description

The Role

Why do we need this role?

Help Musicians and Music Minds Matter need to grow their profiles to become nationally recognised charities who can deliver at scale. This growth underpins our ambitions to reach more people who need our support, prevent issues of the future and raise enough funds each year to continue to deliver our support across our two charities. At the heart of our two business plans, lies an ambition to increase the scale of each charities impact, making a significant difference to the lives of people who work in music. Raising our public profile, building engagement in our mission and growing understanding of the difference that Help Musicians and Music Minds Matter can make is key to growing partnership, income and affection. The Director of Marketing, Communications & Engagement will lead in the development of communications strategy to deliver a significant shift in profile and engagement within target audiences during the next three years.

Reports to: Chief Executive

Responsible for: Head of Marketing and Communications

What does success look like?

Significant growth in the profile of both charities to support our aims to reach more potential beneficiaries and grow the number of supporters of each charity. Effective marketing communications which appeal to key audiences are vital to enable us to develop a wider income portfolio for both charities, enduring greater financial stability and predictability in the years to come. Review and develop our digital strategy including social media, to maximise visibility, reach and engagement with our audiences. Demonstrating our current impact, communicating the need for support and building broader engagement within the music industry and outside of it are key aims.

Key Role Objectives

  1. Lead in the development of a marketing, communications and engagement strategy to support the vision, aims and strategic objectives of the charity’s business plans for Help Musicians and Music Minds Matter.
  2. Lead in the development of communications and public relations plans to raise each charities profile, building trust and affection for the organisations within key audience groups and to ensure staff have the right communication tools to deliver departmental goals.
  3. Provide effective leadership to all those reporting to you, ensuring staff are motivated to deliver to their personal potential and add maximum value to the charity.
  4. Work collaboratively with other Directors and Heads, to ensure the work of the Communications and Engagement teams support cross-organisational goals and make the best possible use of charitable resources.
  5. Manage teams of experts delivering marketing, social media and digital engagement plans, promote a high-performance culture, ensuring talent is identified and developed to ensure that the charity continues to build the best possible team.

Main Responsibilities

  1. Brand development
  • Lead in the development of marketing, communications and engagement plans to grow profile for each charity, creating plans for greater visibility and audience engagement growth with targets set for all mediums.
  • Proactively manage the charity’s profile and positioning to key audiences and effectively communicate its vision, values and activities to internal and external audiences, working collaboratively with internal colleagues to develop plans to do so.
  • Ensure effective media relations and PR plans which align with each charities goals for greater awareness with different audiences (i.e. beneficiaries, supporters).
  • Support and advise the Chief Executive and Director’s Group on areas of reputational risk, change management, and associated internal and external communications.
  • Support the CEO in the management of communications in any crisis situation.
  • Lead in the development of strategic relationships within the music industry that support the delivery of business plan goals – ensuring Help Musicians and Music Minds Matter make the most of connections and any opportunities specifically to enable brand, engagement and fundraising goals.
  • Support the CEO in the creation of speeches, articles and opinion pieces in line with the charity’s brand positioning and key messaging.
  • Represent the charity at external events or panels when required, supporting the work of the Engagement Team or other internal colleagues in order to raise awareness of our work.
  1. Strategy and Leadership
  • Ensure the development of a cohesive and effective engagement, communications and marketing strategy to ensure that the goals of the charities business plans are delivered with resources deployed to provide maximum benefit.
  • Lead in the development of key charitable messages for use within the organisation (i.e. for PR, Fundraising and Marketing goals) and which connect to an internally agreed positioning which best supports the strategic goals of multiple departmental functions.
  • Lead in fostering a culture of collaboration, respect and innovation – ensuring all those reporting to you work in line with the charity’s values to deliver the best possible experience to musicians, supporters and those that work in the wider music industry.
  • Work with the Director of People & Culture on an internal communications plan to ensure staff feel appropriately informed about developments within the charity and can access the information they need to perform their duties well.
  1. Insight & Market Intelligence
  • Ensure that relevant insight is captured within key areas of your responsibility with information shared with relevant parties and communications or engagement plans optimised from insights gained.
  • Keep abreast of wider music industry research initiatives and the opportunity for Help Musicians and Music Minds Matter to optimise our engagement, communications and service offer as a result. Considering the positioning of both charities in terms of further improving the brand equity of each organisation to compete well within the ‘market’ in which they operate.
  1. Continuous Improvement
  • Ensure that all staff reporting to you understand the charities and wider departments strategic goals, to empower them to deliver their best possible work.
  • Ensure that all staff have annual SMART objectives and personal development plans so that every employee understands how they can continue to develop within Help Musicians.
  • Continually appraise the operations within your area of responsibility, seeking ways to use technology and innovation to improve the service we offer or deliver greater value for money from the use of charity resources.