Job Description
Do you want to work in marketing that delivers social value?Driving brand awareness and customer acquisition for clients whose income aids the delivery of vital council services across Bournemouth Christchurch and Poole?
Yes? Then these feel-good factor marketing roles are for you. The newly formed Commercial Marketing team will help drive the income needed by a diverse range of internal clients.BCP Council runs more commercial enterprises than most would think, from cafes and museums to wedding venues and film offices, telecare services to adventure golf.The Commercial Marketing team will support high profile visitor attractions such as Poole Museum, Highcliffe Castle, Beach Lodges, Upton Park, Smugglers Cove Golf, and Russell Cotes House Gallery and Gardens.The team will also support services such as Recycling, Fostering, and Family Hubs.
These two management roles will require you to lead teams which are outcome driven, audience centric, and research based. The team will operate as an inhouse agency, delivering annual campaigns and strategies, as well supporting ad hoc requests.The team includes inhouse design services, and marketing officers will be expected to be multiskilled across marketing channels.Regular multidisciplinary work will take place between Marketing, Corporate Communications and Web Services.
The team will not only support the income targets of the council’s income generating services, but also have their own income target.This will focus on the development of additional out of home advertising assets across the BCP Council estate.The role of Snr Marketing Manager will play a vital role in driving the tendering and contract management of these contracts.
So if you enjoy creative and research led marketing, that makes a difference to people’s lives, then these roles are not to be missed.
Role Purpose
This role will help develop and deliver the marketing team service strategy, working closely with the Head of Commercial Marketing and Head of Communications.It will lead a team of marketing professionals to deliver strategic marketing advice and a wide range of campaigns and commercial initiatives across the council.The role will build relationships with senior colleagues to ensure that outcomes are organisationally aligned, and economies of scale are identified and realised.It will oversee marketing plans which will facilitate the delivery of our ambitious organisational income targets, as well as the outcomes required by our statutory services. The role will lead on forecasting and KPI tracking for each plan, campaign, income target, and inhouse marketing channel.It will also lead the soft market testing, tendering, and contract management required for our advertising contracts, ensuring that income targets are achieved.
Main Responsibilities
- Create the foundations required for a successful marketing function, including the necessary processes, skills, policies and procedures
- Provide strategic marketing leadership and advice to services who need to generate income, recruit, raise awareness, change behaviour, acquire and retain customers or launch new services and products
- Promote a centralised marketing and communications function through delivering successful outcomes and savings across the council
- Lead a team of marketing professionals to deliver against ambitious income targets, untapped advertising opportunities and sponsorship potential
- Develop a service plan, in conjunction with the Head of Commercial Marketing, which provides a strategic approach to delivering a suite of priority campaigns, in-house marketing channels, and advertising income
- Develop a list of priority campaigns that deliver against the corporate plan and are agreed by Directors and Heads of Service
- Develop and deliver against a set of KPIs foreach campaign, income target, and marketing channel
- Set clear objectives and priorities, empower and motivate the team by recognising and sharing success and proactively manage poor performance
- Support Snr Marketing Officers to develop integrated marketing campaigns including research, audience analysis, budget, timescales, stakeholder engagement, media planning and buying, agency commissioning (as required), creative development, concept testing, tactical delivery, and evaluation
- Promote and foster a relationship with the research and insight team, helping the marketing team identify and deploy audience profiling tools and techniquesto segment based on likelihood to buy, change behaviour, adopt, apply, or attend
- Lead informed decision making by ensuring Snr Marketing Officers and Marketing Officers are working on agreed marketing outcomes that align to business/organisational objectives
- Promote the use of relevant data and business intelligence reports to understand the marketing context (using the PESTEL model)
- Lead the soft market testing, tendering, and robust contract management required for our advertising contracts, ensuring that the income targets of the Communications, Marketing, Policy and Research team are realised.
- Identify new opportunities to grow income
- Keep abreast of professional and public sector developments which have implications for service delivery and present threats or opportunities
- Role model an interdisciplinary approach to campaign development, especially with Creative Services, Communications, Web, Research and Insight, Procurement and Policy.
- Set the standard for excellent service provision across all areas of responsibility, reporting success and sharing feedback with stakeholders
- Instil a ‘test and learn’ culture, using data and analysis to encourage and learn from new ideas
- Contribute to the delivery of the medium-term financial plan by effectively forecasting income opportunities and savings
- Lead budget forecasting, monitoring, and management across the team and promote the need for a profit and loss model amongst services who generate income
- Proactively and fairly triage work across the team’s projects and campaigns, ensuring team members have opportunities to upskill and work on a variety of projects and campaigns
- Work with services to help them identify any gaps which may prevent successful marketing outcomes, including business development, sales, pipeline management, and customer relationship management
- Understand and implement a ‘brand footprint’ methodology with internal clients (as required) and promote, protect, and evolve the BCP Council brand
- Strong understanding of digital channels and digital advertising opportunities and how they can be deployed to achieve best ROI
- Ensure marketing and campaign reports and evaluations are regular, well presented, accurate, and relevant
- Understanding of relevant legislation and best-practice guidelines
- Deputise for the Head of Commercial Marketing
The Ideal Candidate
- Experience of working at a strategic level in complex and demanding roles
- Experience of effective people management
- Experience of effective change and stakeholder management principles
- Strong track record of strategic marketing and integrated campaign development and management
- Experience of media planning and buying
- Experience of implementing a broad range of marketing tactics including web, social media, email marketing, video, print, POS, online and social advertising, out of home, press, and radio.
- Experience of soft market testing, tender preparation and award, and contract management
- Experience of commissioning and managing creative, media buying and marketing agencies
- Experience of setting, tracking, and reporting on KPIs
- Experience of implementing an evaluation framework
- Experience of leading a research first and last approach, from interrogating available data for baselining and developing primary research, through to audience targeting plans, and concept testing
- Experience of developing and implementing professional marketing processed and protocols which aid efficient, clear, and prioritised workflow
- Experience of working closely with creative services
- Experience of client relationship and internal account management
- Excellent attention to detail
- Strong audience focus with associated interpersonal skills
- Ability to work to tight deadlines and respond to a changing pattern of demand and priorities
- Able to influence at the highest level, establishing credibility easily with key stakeholders
- Proactively seek and develop partnerships at a high level to achieve collective objectives
- Work with others to find innovative solutions to collective challenges
- Ability to work on own initiative but also to collaborate as part of a broader team
- Proactive enthusiasm and commitment to delivering excellent services
- Professional curiosity with a commitment to driving team and personal development
- Commercial acumen and ability to identify income generation opportunities for the team
- Ability to make and guide others to make evidence-based, customer centric and outcome-focussed decisions
- Professional curiosity and willingness to drive own and team’s development
- Encourage and listen to ideas from everyone, and be positive about change
- Coach others to encourage development of skills across the team and challenge poor behaviour
- Share open and honest feedback in a constructive way
- Flexible approach to work, with a willingness to work occasional weekends or evenings
- Must be willing to travel to locations across BCP Council area as required, using public or other forms of transport where they are viable, or by having access to own or pool car
- Member of out-of-hours duty rota
For an informal discussion about the role please contact Rosie Castano rosie.castano@bcpcouncil.gov.uk
About BCP Council
BCP Council provides services to a diverse community of 400,000 residents and employs more than 5,000 people. Our area includes over 15 miles of beautiful world-renowned coastline. We can offer career defining roles to transform and improve services.By working with us, you can help deliver a vision of a thriving, word-class, prosperous and inclusive place for generations to come .
As a result of the creation of BCP Council in 2019, we are working on simplifying our terms and conditions of service and will be creating a single pay structure which is to be applicable for all employees.It is important to us that we offer benefits that our colleagues value as part of their total employment package and we are reviewing these to make sure we have it right.We are in the process of establishing a timescale for implementation and colleagues joining us will be included in these changes. This is expected to be in place in 2024 or early 2025.
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