NSW and ACT Media and Communications Manager, NSW
Division
(Contract, full-time position)
Title: NSW and ACT Media and
Communications Manager
Team: Revenue and Communications
Position type: Contract, full-time
Reports to: Executive Manager, Revenue
and Communications
Company: NSW Division
Hours per week: 37.5
Grade: TBC
Location: Sydney
Effective date: X January 2016
ORGANISATIONAL CONTEXT
Purpose:
The Heart Foundation is an independent charity whose purpose is to reduce premature death and suffering from heart, stroke and blood
vessel disease.
As a federation of nine companies (a national company and eight state/territory divisions) working under a signed Federation Agreement, the
organisation works towards achieving a Federated Strategic Plan and are guided by shared organisational values: Visionary; Dynamic and
Collaborative; Integrity; and Passionate.
The NSW Division of the Heart Foundation has a newly created Revenue and Communications team, which together with the Cardiovascular
Health (CVH) team facilitates the delivery of the National Strategic Plan, together with the goals and requirements of the NSW marketplace.
Position Purpose:
The Media and Communications Manager’s responsibilities include providing expertise and leadership for the media, marketing and
communications portfolio covering all Heart Foundation NSW health, research, fundraising and community programs, initiatives and events.
This includes managing and improving the Heart Foundation’s reputation and influence as a key opinion leader in the health space.
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This role sits within the NSW Revenue and Communications team, and works closely with Cardiovascular Health (CVH) and Cardiovascular
Research Network (CVRN) and National Communications teams, with the overall objective to capitalise on media opportunities for the NSW
Division pertaining to the Strategic Plan.
Success in this role will be the delivery of an increase in revenue generation along with a strengthening of relevance for the Heart Foundation
and the development/reinforcing of positive brand relationships and brand positioning.
Key Accountabilities
Accountabilities
Major Activities
Outcomes
Marketing and Media: Planning
& Strategy

Manage the effective implementation of a proactive marketing
and media strategy for all NSW Heart Foundation programs,
initiatives and events. This includes working with the Chief
Executive, Executive Manager Revenue and Communications
and Cardiovascular Health and Cardiovascular Research
Network Directors.

Plan developed and implemented.

Write and distribute media releases and customise national
media releases for purpose across NSW and the ACT.

Media releases written to a high standard and
integrated with local needs. Messaging
approved by key experts and senior
management.

Establish and maintain strong relationships with media
organisations and key journalists.

Effective relationships in train with Heart
Foundation spokespeople sought out as key
opinion leaders within the health space.

Publicise all key events and programs both externally and
internally throughout NSW and the ACT.

Events publicised appropriately.

Apply consistently the Heart Foundation branding, editorial
style guide, policies and standards.

All material fits within national brand and
editorial style guidelines.

Work with the national team to attain specific media and
audience targets.

Monthly media reporting completed to report
on achievements.
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
Advocacy
Reporting

Heart Watch survey results.

Manage relationships with ambassadors and case studies,
including contribution to the national case study database.

Relationships managed effectively.

Manage the implementation of strategic communications
campaigns integrating marketing and media elements.

Effective and impactful communications
delivering on the core objective and
positioning of the Heart Foundation.

Support the Executive Manager Revenue and
Communications in the development of strategic partnerships
with key organisations encompassing collaborative brand
partnerships, cobranded communications campaigns and
sponsorships.

Development of cohesive and mutually
beneficial partnerships delivering value and
return to the Heart Foundation and partner
organisations.

Implementation of integrated marketing and PR strategies, as
an integral member of the Revenue and Communications
team, to support revenue generation activities stretching
across key programs including major gifts, community
fundraising, trusts and foundations, bequests and corporate
relationships and programs such as workplace giving.
Work with the Senior Policy and Advocacy Manager to ensure
key priorities receive ample media coverage.

Drive awareness and revenue generation
related to major fundraising/revenue
generation activity.

Management of key media opportunities to
promote the advocacy work of the Heart
Foundation.
Support for community engagement activity including
management of social media channels to further drive
awareness of and support for priority areas.
In collaboration with the National team, assist with content
preparation and management of social media accounts
(Twitter and Facebook).

Work with the Senior Policy and Advocacy
Manager to ensure messaging is appropriate
for mediums.
Timely content management and support
provided.

Engagement with bloggers and online news sites to ensure
further dissemination of media messaging.

Key targets engaged with regularly.

Provide input to divisional and national management reports
as requested.

Reports provided as requested and in a
timely manner.


Modern Communication
Improve unprompted awareness and understanding of the HF
brand and scope of activities and specific programs in NSW.


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Expertise
Team Participation
Budget Management

Maintain a sound knowledge of current issues and
developments in media and public relations.

Knowledge up to date.

Provide tactical and practical media training for all key Heart
Foundation spokespersons.
Work as a positive and contributing member of the NSW
Division.

Media training delivered, coaching provided
and performance monitored.
Positive feedback from NSW Chief Executive,
Executive Manager Revenue and
Communications, Health Directors and other
staff members.

Contribute positively to the Heart Foundation cross-functional
team ethos. Develop and maintain excellent working
relationships with peers and key Heart Foundation staff at
both national and divisional levels.

Positive interaction and collaboration.
Relationships developed and maintained.

Comply with all internal policies, including WHS, and relevant
legislations and regulations.
Plan and manage the distribution of donor funds in order to
maximise impact to achieve the organisational operational
plan for Revenue and Communications.

All Heart Foundation policies and guidelines
followed.
Media activity that delivers demonstrable
ROI, with clear measures and evaluations of
activity against plans.


CHALLENGES:
Major challenges facing the position include:




Educating the NSW Division on best practice media management
and the value it drives for the organisation.
Working with the newly created Revenue and Communications
team to develop aligned media, revenue and marketing plans that
enable the achievement of the NSW Division’s strategic objectives.
Building strong stakeholder engagement.
Working in a Federated structure.


KEY COMMUNICATIONS:
Internally:

NSW Chief Executive

Executive Manager Revenue and Communications

NSW Revenue and Communications team

NSW CVH Director and CVH team

National Media and National Revenue, Brand and Digital teams
Externally:



Journalists, case studies, celebrity ambassadors.
Designers, printers, advertising and media agencies, photographers
Health professionals
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


DECISION MAKING:
Government/MPs
Donors/supporters
Corporate partners
KNOWLEDGE, SKILLS and EXPERIENCE
Independently

Budget management and approvals processes for allocated business
area.

Operational plans for media and all subsequent KPIs.

Data analysis and insight development for media plan.

Supplier negotiations and deliverables.

Regular work in progress and planning meetings with
suppliers/partners.





With input
The position consults with the EM, Revenue and Communications to
determine:


Overall strategy and reporting.

Messaging development and issues management.


Escalated budgetary matters.


Operational plans for media subsequent annual KPIs and budgets.

Recommends


Tertiary qualification, professional qualification and relevant
experience (7 years +) in Journalism, Public Relations, Marketing or
Communications.
Demonstrated media management skills.
Marketing management expertise. The capacity to influence and
implement strategy and to think and act both strategically and
tactically.
Proven excellent written and oral communication skills and
presentation skills.
Demonstrated experience and ability in developing and delivering
media and marketing campaigns and events.
Understanding of contemporary communications techniques
including experience in managing social media platforms.
A proactive can do approach with demonstrated organisational and
time management skills and high attention to detail.
Demonstrated ability to work both autonomously and as a member
of a team.
Understanding and appreciation of cardiovascular health as a public
health challenge is desirable.
Willingness to assist with the management of media enquiries and
social media monitoring outside of regular office hours as
necessary.
Input into long term strategies for media in relation to revenue and
health programs.
Under guidance

Follows all regulatory and legislative requirements in all duties.
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Direct Reports (position titles):
Indirect Reports:
Budget Management:


Income:
Media and Marketing Coordinator (TBC)
none
$ TBD
Expenditure: $ TBD
Essential Competencies:
Operational Improvement: The ability to improve the effectiveness and efficiency of processes and to find better ways of delivering services
Leadership and Development of People: The ability to value and harness the contribution of others to achieve Heart Foundation goals and
purpose
Results Driven: The drive and ability to exceed targets and steadfastly pushes self and others to meet and or exceed targets
Strategic Thinking and Agility: Ability to see ahead clearly analysing and anticipating future consequences and trends accurately, and
formulating competitive and breakthrough strategies and plans that can create sustainable value for the organisation
Management of Initiatives and Projects: The ability to plan for and deliver a specific outcome within clearly defined time and resource
constraints
Impact and Influence: The ability to present key points of an argument persuasively, gain agreement to proposals, and represent the interests
of the Herat Foundation
Management of Business Activity: The ability to lead and manage Heart Foundation business activity and to anticipate and solve practical
problems or resolve issues
Negotiating: The ability to negotiate skilfully in tough situations with both internal and external groups
Politically Savvy: The ability to manoeuvre through complex political situations effectively.
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