Job Title
Line Manager
Direct Reports
Location
Date created
Job Purpose
Marketing Communications Executive STC
Senior Marketing Communications Executive
n/a
CIPD Wimbledon
To implement effective, integrated marketing campaigns across
the entire CIPD business. Reflecting the brand values of the
CIPD and the overall positioning of each product and service, in
order to make an effective contribution to the overall profitability
and professionalism of CIPD.
Key accountabilities
1.
To oversee and implement the development and production of marketing
collateral (design, digital, print, production, logistics) for multi-channel CIPD
marketing campaigns, ensuring that all projects are delivered on time, within
budget, on brand and to agreed quality standards.
2.
To work closely with external suppliers (designers, copywriters, proof readers,
photographers, mailing houses, printer-buyers, Royal Mail, etc) to ensure that
projects are delivered on time and to stringent quality standards, without
compromising quality.
3.
To develop detailed production schedules for all projects, seeking approval
from the Marketing Communications Manager. Ensuring that all stakeholders
are aware of deadlines, and to monitor the progress of all aspects of
production. To ensure that ‘conflicts of interest’ between campaigns are
avoided, bringing to the attention of the relevant Marketing Managers.
4.
As required, to produce detailed estimates for campaigns and agree
expenditure budget with the relevant Marketing Manager. Once the budget is
agreed, to manage all elements of the campaign and purchasing, ensuring
that the campaign is delivered within budget, and that detailed and accurate
cost records are maintained.
5.
To provide an internal consultancy service to Marketing Managers and
Executives in all areas of design, print, production and logistics, providing
them with advice on new and/or innovative formats for marketing
communications pieces and options for cost savings.
6.
Source imagery for marketing materials, online banners, news stories, emails
and PowerPoint documents. Ensure the photos, images and graphics used
are all on-brand, and that the images are saved, tagged and stored in a
consistent way in the digital asset management system.
7.
To support all departments, assisting them in selecting and sourcing
consumables (pens, binders, JI stationery) and on-site branding, ensuring
consistent branding and quality.
8.
To support the Senior Marketing Communications Executive and Marketing
Communications Manager on ad hoc projects, as and when required.
9.
To assist with branding projects for products on an ad hoc basis,
from producing the creative brief issued to design agencies (ensuring that
target audiences, marketing objectives, positioning and brand values are
clearly communicated), working on all aspects of the tendering process to
taking the lead in the appraisal of creative work against the creative brief and
business need.
10.
To ensure the CIPD’s brand guidelines are implemented correctly and in a
manner which reinforces the strategic objectives and purpose of the CIPD.
Nature and scope
The Marketing Communications team support a large number of internal departments
(marketing managers/executives for all the business areas). The volume of
campaigns and activities that they undertake means that the jobholder must be
flexible in their approach, have the skills to work on a wide range of projects and be
able to continually prioritise their work.
The jobholder is required to work closely with the Senior Marketing Communications
Executive and Marketing Communications Manager and the wider marketing team to
ensure that all campaigns are delivered on time, to agreed standards and within
budget.
Work to ensure that all we produce reflects our CIPD brand values and aspirations. It
is essential that the jobholder is able to provide specialist support to the creative
process, ensuring that everything produced is innovative and meets the objectives
set.
The role involves effective interpersonal skills and extensive liaison with the key
internal stakeholders and external suppliers, including designers, mailing houses and
proof readers etc.
The jobholder is responsible for ensuring cost effective purchasing and cost control,
and to maintain detailed and accurate cost records for all campaigns.
The jobholder must be conversant with marketing issues, positioning, target markets
and brand values in order to write creative briefs and bring ‘added value’ to the role.
The jobholder must demonstrate a meticulous attention for detail - especially under
pressure, as the job requires continuous and often simultaneous strict deadlines.
The role is largely self-managed, requiring an overview and quality assurance from
the Senior Marketing Communications Executive and Marketing Communications
Manager, rather than practical hands on involvement, once the initial designs and
campaign schedules have been agreed.
Contacts
Internal
Senior Marketing Communications Executive
Marketing Communications Manager
Marketing Managers
Marketing Executives
Business Managers
Designers
External
Designers
Proof readers
Printer-buyers
Mailing Houses
Haymarket
Suppliers of consumables
Committees/Members
N/A
Dimensions
Financial
Whilst the jobholder is not direct responsibility for budgets, once
campaign budgets have been agreed with the relevant Marketing
Manager, the jobholder is responsible for purchasing/managing
expenditure within the set budgets.
Staff
N/A
Knowledge, qualifications and experience
Of ‘A’ level calibre, you’ll be creative, numerate, have excellent project management
skills, and be able to work under pressure to tight deadlines, unsupervised and on
your own initiative.
Attention to detail, excellent organisational skills and an ability to juggle priorities and
workload are essential. You’ll have strong interpersonal and negotiating skills in order
to develop good relationships with suppliers, designers, mailing houses and proof
readers, as well as all the internal contacts.
You’ll have previous experience from working in a design, marketing or production
team, where you’ve implemented digital and direct mail campaigns, written creative
design briefs as well as managed designers, printers and mailing houses. Excellent
negotiation skills are essential to ensure cost effective buying and you’ll ensure
marketing campaigns are carried out to budget, on schedule whilst maintaining
detailed and accurate records.
Experience of sourcing images, using and implementing a digital asset management
system would be beneficial.
A strong grounding in general marketing principles is required, and a keen interest in
marketing and brand is a pre-requisite.
You’ll have excellent practical knowledge of Microsoft Office –
PowerPoint, Word, Excel. Understanding of Design packages (Adobe Creative Suite)
would be an advantage. Experience of working in a publishing, membership or
professional services organisation is desirable.
Typical tasks of Marketing Communications Executive
Producing marketing, brand and research material
 manage the creative process and take initial brief (brief should include target
audience/persona details, campaign objectives, details of relevant
previous/similar campaigns, key product features and USP, competitor
information (if appropriate and available). Brief to include full multi-channel
details and key deadlines
 produce schedule and circulate
 select suitable images and creative assets needed
 select appropriate design family/template
 select suitable colours for project
 chase for copy
 once copy received, house-style copy and check for TOV
 select and brief designer(s)
 support designer with creation of the first proofs (print and digital outputs)
 check first proofs and if happy, send to internal colleagues
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proofing/circulation to stakeholders
feed back amends to designer
allow for three proofs minimum
brief digital designer with digital campaign plans
liaise with digital designer/amends
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final proof to Marcoms exec to check brand, imagery, design style etc. Use
the ‘approval and proofing checklist’
brief CDS and obtain quotes for print and mailing (if required)
circulate quotes to internal colleagues
confirm final print and mailing details with CDS. Supply letter, data and give
special instructions if required
check live letter proofs and data
check printers proofs
organise deliveries and keep file copies
monitor mailing (despatch dates and hit desk dates to ensure we are on
schedule)
stock management (mailing stationery and brochure stocks where
appropriate)
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Miscellaneous tasks
 tidying up PP documents
 sourcing images for web, digital campaigns and PP presentations
 responding to branding queries from Centres, Branches and partners
 training internal colleagues on tone of voice and house style
Note: This job profile is aimed at describing the core output that should be
achieved in this role. It is not intended to include specific tasks, temporary activities or
projects. This generic approach in writing overall purpose and accountabilities supports focus
on key outputs and flexibility in a changing context. Specific results to deliver each year in
your role based on your job profile are listed in your individual objectives.
You are required to demonstrate appropriate levels of competence and behaviours against
CIPD’s values and core competencies. Full details of our values and competencies are listed
on our website: http://www.cipd.co.uk/cipd-hr-profession/jobs/living-our-values.aspx