1
Role profile
Title: Head of Marketing
Reports to: Group Head – Digital and Marketing
Directorate: External Affairs
Grade: C
Role purpose
To lead the planning, delivery and analysis of integrated advertising and
marketing activity to achieve agreed objectives and targets and drive the
performance of an expert integrated marketing team, providing outstanding
leadership client service, training and support to the organisation.
Budget responsibility
c. £500k
Management responsibility
Supervision and direct management of 4 staff - Advertising and Marketing
Manager, Account Manager (Services), Account Manager (Fundraising and
Retail), Brand and Creative Manager
Key contacts
Internal contacts

All staff at Scope

External Affairs Senior Leadership Team

SMTs across the organisation
External contacts

Contractors and suppliers including a range of external agencies

Digital and community leads in other organisations

Scope members, former affiliates and supporters
Scope is a registered charity, number 208231.
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Key accountabilities
Generic

To work seamlessly across department or team boundaries in a collaborative
and constructive manner to achieve Scope’s aims

To demonstrate a commitment to customer service excellence and deliver
against the requirements of Scope’s quality framework

To work within Scope’s policies and procedures at all times
General

To provide a facilitative and inclusive management style establishing and
maintaining productive, collaborative relations with internal and external
stakeholders

To promote a culture of high standards, expectations and continuous
improvement that values and empowers staff.

To encourage team members to maximise their potential through continuous
learning whilst challenging and dealing with under performance.

To recruit, manage and develop staff within Scope’s HR and operational
policies and procedures

To utilise volunteers appropriately within the department and encourage and
appreciate staff who support Scope outside of their job role by volunteering in
shops, events or services or by other discretionary efforts.

Lead effective and engaging monthly team meetings, reporting back on key
issues and questions raised
Role specific

Manage a high performing, integrated marketing team, which plays a
proactive part in delivering the External Affairs vision and purpose and ways
of working.

Provide an integrated marketing service to promote Scope’s current and
prospective products and services.
Scope is a registered charity, number 208231.
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
Lead the team in delivering engaging and effective marketing campaigns
using innovative techniques and constantly testing new channels

Lead the team in providing outstanding client service and account
management to internal stakeholders including planning, developing,
implementing and reporting on advertising and marketing activity to achieve
objectives, including target revenue and conversion rates, in collaboration
with colleagues in the External Affairs department and other business
functions such as Fundraising, Retail and Services

Lead the team in creating, executing and implementing a culture where the
opportunities the team offers to support the attainment of objectives and
targets are understood and colleagues have the knowledge and training to
take advantage of these opportunities.

Lead the team in identifying and building strategic relationships with external
stakeholders (including suppliers and partners) to achieve objectives and
targets.

Lead the management of relationships with advertising and marketing
agencies and suppliers to ensure contracts deliver value for money, targets
are met and work is delivered to agreed standards, including the procurement
of new suppliers

Lead the development of a planning and analysis approach to enable the
continual testing and optimisation of advertising and marketing activity,
including comparative analysis, multi-variant and A-B testing across owned,
bought and earned channels

Lead the team in owning technical and off-site search engine optimisation
practice, conversion funnel and optimisation best practice approaches

Lead the management of advertising and marketing tools and systems,
including the proactive procurement of new tools and systems

Lead the team to identify and brief requirements for enhancements to owned
channels to optimise the performance of advertising and marketing activity

Direct the provision of management information and reporting for advertising
and marketing activity, including ownership of Google analytics and lead the
Scope is a registered charity, number 208231.
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marketing team in taking responsibility for oversight of all analysis and
reporting for the digital and marketing function within External Affairs

Lead the development of a system of monitoring and evaluating the
organisation’s offline marketing

Leading the management and effective use of data by the marketing team
and digital and marketing unit within External Affairs - including data
protection compliance

Leading the team and internal and external stakeholders to work in line with
best practice by keeping up-to-date with industry developments and trends

Lead the team in creating, executing and implementing governance practices
and processes which support a distributed model of participation.

Lead the team’s advertising and marketing training programmes and the
production of training and best practice guides
These duties may be added to or deleted from, and may be subject to change.
Agreed by
Line Manager
Date
Scope is a registered charity, number 208231.