Job Description
JOB TITLE:
Head of Marketing & Communications
Accountable to:
Commercial Director
Staff managed:
Marketing Managers (x4)
Publications Manager
PURPOSE OF THE JOB
The role of Head of Marketing & Communications extends across the
international TCL organisation. Working closely with the Commercial
Director and the Executive team, and leading a team of dynamic
Marketing staff, this post will add strategic value to the business.
Delivering to clear and transparent communications and market-led
targets will raise the profile of TCL’s offering globally and where
product purchase is discretionary. Taking a proactive role in media
relations, a real brand ambassador is essential.
The job holder will play a pivotal role in delivering a step change in
approach to our marketing and communications activities, with
responsibility for evolving the e-commerce, digital and social
networking elements to reach an even wider audience. The remit will
include design and content of our website ensuring site design and
functionality supports our brand strategies and the customer
experience is dramatically improved.
Oversight of our annual marketing and communications plans and
preparation of supporting budget proposals is a key element of this
role, as is the creation and Implementation of a customer-focused
marketing strategy utilising CRM database.
The role will include significant exposure to internal and external
stakeholders. The job holder will be tasked with a significant level
of brand and campaign management and will ensure a consistent message
is implemented globally. You will be responsible for all internal and
external communications as well as PR.
The right candidate will be responsible for the management, motivation
and development of the Marcoms team to help them implement marketing
plans, campaigns, events and a number of other marketing activities
both on and off line, internationally.
KEY ACCOUNTABILITIES & TASKS

Management, development and mentoring of the Marketing staff
whilst advocating and implementing best practise

Supporting the Commercial Director with market and marketing
analysis and intelligence, competitor intelligence/SWOT/PEST
analyses to identify new market opportunities

Extensive contact across TCL’s international network to ensure
appropriate development of marketing and communications plans
and strategies, based on market/marketing intelligence and ROI
metrics, including local (country, regional) and central market
sector plans

Execution of the agreed plans across all channels including
advertising, direct marketing, web marketing, email campaigns
and other electronic direct marketing, SEO, social media, etc

Extensive liaison with academic colleagues and key stakeholders
to fully understand, and keep up to date with, the development
of existing products and new product development, to ensure
effective and cost efficient campaigns and launches are executed

Integration of branding, brand management and messaging
activities, including website design and development, and
interface with IT

Implementation of CRM system and associated policies and
procedures

Lead all PR and communications activities, including drafting
press releases and responding to current affairs issues and
crisis management

Establish formal communication and reporting procedures, to
allow for timely and effective information flow

Developing and implementing mechanisms to formally report all
marketing and communications activities, and specifically ROI

Responsible for maintaining, establishing and leveraging
relevant third party relationships to progress the business

Co-ordination of all marketing and communications financial
forecasting, budgets, and financial reporting
JOB RELATED KNOWLEDGE, SKILLS & EXPERIENCE REQUIRED FOR THE POST
Education/Qualifications:

First degree

Recognised marketing qualification
Experience/Knowledge:

Significant, full mix marketing knowledge and experience gained
within an international, commercial environment, including the
digital spectrum

Extensive

Sound CRM experience, coupled with experience in introducing and
implementing new systems

Experience of working with, and manipulating, marketing data and
analytics

Experience of working in matrix based, complex organisations
needing to maintain and develop ambitious quality enhancement
initiatives

Customer management experience and the ability to consult with
confidence and clarity

Evidence of ability to manage people and managing people in a
matrix of non-reporting roles

Project management

Good understanding of budgeting, financial control and risk
mitigation
experience in communications and web
Skills/Abilities:

The intellect to explore, understand and communicate issues
relating to the analysis and interrogation of strategic marcoms
concepts

Excellent planning and organisational abilities

Adaptable and flexible with the ability to think laterally to
solve problems

Self motivated with the ability to work under pressure and be
accountable for decisions made

A strategic thinker

Robust interpersonal and communication skills

Excellent written and

An understanding and commitment to the values of accountability,
probity, openness and diversity

Excellent team building and participatory skills
presentation skills
CONTACTS : INTERNAL AND EXTERNAL
a.
Close working relationship and regular liaison with the
Commercial Director
b.
Close working relationship with members of the Marketing and
Communications team
c.
Regular liaison with managers and staff at TCL head office,
specifically academic colleagues;
d.
Contact with TCL’s international network
e.
Liaison with other stakeholders and third party organisations
as required to progress the business
FINANCIAL PARAMETERS
Obtains approval from line manager prior to signing off major projects
or before incurring significant spend.
Turnover 2010:
£27 million
Number of examination candidates world-wide:
Staff at Head Office, London:
Examiners under contract:
Key areas of operation:
125
900
Global
500,000