JOB DESCRIPTION
Position:
Communications and Marketing Manager
Reports to:
Director of Public Health
Accountable to:
Director of Public Health
Hours:
35 hours per week
Location:
NI Chest Heart and Stroke, Dublin Road, Belfast
Salary:
NJC Points PO3:
PART 1:
£33, 128
JOB PROFILE
1. MAIN PURPOSE OF THE JOB
To enhance the profile of Northern Ireland Chest Heart and Stroke (NICHS), with the public, other
stakeholders including our donors and decision-makers and with the media at large; to help
achieve NICHS strategic priorities and increase brand awareness both internally and externally.
This role will drive forward a new communications style and a marketing approach that maximises
all communications channels including off line and online web and digital media communications to
market our brand, services and events.
2. POSITION IN ORGANISATION
The post holder will report to the Director of Public Health (DPH), the accountable and lead director
for corporate communications; s/he will lead on and develop our corporate communications, both
on and off line, working closely with other Directors, colleagues and teams and deputising for the
DPH and Public Affairs Adviser at various meetings.
3. SCOPE OF THE JOB
1. To develop, measure and periodically update a corporate communications and marketing
strategy that helps us achieve our priorities and positions NICHS as the leading health charity
2. To plan, implement and manage an annual programme of marketing, communications and
public relations activities in line with priorities and to maximise cost savings and opportunities
3. To develop and apply your marketing expertise incorporating digital and social media,
developing our strategic focus, use and in house capacity in this field
4. To manage and oversee our public relations role, both proactively and reactively
5. To measure the effectiveness of all corporate marketing and communications activity delivering
measurable projects and campaigns on time, within budget and to a consistently high quality
6. To manage the day to day running of the communication function, associated resources and
overseeing implementation and monitoring of our communications work
PART 2:
MAIN DUTIES AND KEY RESPONSIBILITIES
1. COMMUNICATIONS, MARKETING AND BRAND STRATEGY
 To develop and periodically update NICHS communication, marketing and brand strategy,
overseeing its implementation and monitoring by producing annual operational plans,
reports and results
 To develop key performance measures to assess the impact of our strategy, identifying and
evaluating specific channels and projects
 To support stakeholder engagement and relations by ensuring stakeholder analysis, key
messages and channels are developed, delivered and monitored
 To build up the organisation’s marketing expertise and integrate social media and digital
communications into our strategy and ways of working, managing and monitoring its use
across the organisation
 To develop or support innovative marketing strategies for promoting and positioning new
products to generate brand awareness and income
 To develop and support key staff and volunteers to ensure our strategy, brand, associated
policies, key messages and tactics are delivered and effectively monitored
2. MARKETING AND BRAND POSITIONING
 To design, deliver and monitor our marketing campaigns which deliver NICHS’s key
messages, USPs and brand collateral to the target channels and stakeholders
 To position and raise NICHS’s profile, authority and lead charity within our field
 To be up to date and competent in the use of social and digital marketing, ensuring NICHS
maximises the potential in this area, overseeing delivery both at a strategic and tactual level
 To act as brand guardian and coordinate or have oversight of the production of all new
offline and online communications and publications
 To encourage and support the organisation to ‘live its own brand’ through our actions,
words and ways of communicating and engaging with our stakeholders, compiling real
human stories based on the experiences of people and families we support and represent
 To work collaboratively with diverse staff team to develop systems for integrated working
and coordination with all departments in order to maximise impact, cost and opportunities
and to ensure compliance with brand values and guidelines
 To develop and cascade relevant supporting policies, procedures and resources to manage
our marketing approach to ensure high quality and consistency
 To measure the effectiveness of all marketing and communications campaigns against ROI
and specific KPIs.
3. COMMUNICATIONS
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To oversee the production & dissemination of corporate processes and publications
including our Annual Review, Newsletters, Leaflets and for other hard copy and on line
marketing material
To provide excellent writing and editing support for outbound communications including
promotional materials, reports, newsletters and ensure adherence to brand guidelines and
a relevant tone of voice
To have web expertise to manage and develop our website to ensure it is digitally fit for the
future and meets the needs of NICHS
To project manage the production of new video and photo library for use in online and
offline communications, overseeing projects from start to finish in line with a clear strategy
and plan
To identify and evaluate specific channels to measure benefit to the organisation and
impact on stakeholders
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4. PUBLIC RELATIONS
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To actively build and improve relationships with existing and new media: press, broadcast and
online; keeping up to date contact lists
To write press releases and media briefings as appropriate and support staff in developing their
own press releases, ensuring training for our key media contacts
To work closely with external PR support to maximise all opportunities (print, broadcast and
digital media) to manage our reputation and improve brand awareness
To work closely with public affairs and policy lead(s) to proactively support media and
communications work line with lobbying priorities
To keep track of our media coverage and analyse trends for same
To act as a key representative/ambassador for NICHS at relevant events as required.
5. ORGANISATION, MANAGEMENT AND BEST PRACTICE
To strive for excellence across your work for NICHS
To ensure your knowledge of the digital marketing industry and best practice communications
is kept up to date and relevant by networking/researching/reading blogs and news sources.
To share knowledge, insight, best practice and ideas relevant to the promotion and marketing
of the NICHS
To manage people (including staff, teams, volunteers and interns), finance and resources for
communications, working with the Director to raise fund for further communications resources
To measure the effectiveness of our main marketing and communications work against ROI
and specific KPIs.
To ensure that NICHS policies, procedures and corporate standards are adhered to at all times
This job description is not intended to be either restrictive or definitive. It is important to note that
the responsibilities of the post may change to meet the evolving needs of the services that the
charity provides.
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COMMUNICATIONS AND MARKETING MANAGER
PERSONNEL SPECIFICATION
Essential Criteria
Key skills and experience
1. Educated to degree level in either English, Marketing, Communications related field or hold
a post graduate qualification relating to marketing and communications
2. Strong track record and proven communications and marketing management experience
and skills with an ability to work autonomously and proactively on your own and as part of a
team in developing and managing a communications function and positioning a new brand
3. Proven track record in managing and organising a varied and complex programme of work
including: brand management & positioning; producing high quality and creative marketing
of services etc; product development and positioning to showcase our USPs; managing
and delivering a corporate communications service including public relations work
4. Proven success in personally writing professional web and marketing copy, with the ability
to produce compelling copy while maintaining brand messaging and suitable readability for
stakeholders
5. Proven IT skills including excellent Web maintenance & design skills, digital
communications experience, Microsoft Office and knowledge of Adobe Photo Shop
6. Creative thinker with a strong track record in managing, delivering and measuring effective
marketing and awareness raising campaigns that achieved concrete results
7. Excellent communications and editing skills, with a solid knowledge of English and the
ability to present ideas in Plain English, correct and concise way, both verbally and in
writing and using a warm soft tone style as required
8. Analytical, with the ability to interpret information, news, data and research quickly – and
distil the most important/relevant information to inform content and relevant
communications for different stakeholders
9. Excellent strategic and operational working knowledge of digital marketing and major social
media channels including Face book, Youtube, Google+, Twitter and using Google
analytics, ad words and other monitoring tools
10. Experience of successfully writing, developing and implementing communications and
marketing strategies, overseeing monitoring and reporting
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11. Project management skills and experience with strong organisational, time management
skills, with meticulous attention to detail and a proven ability to multi-task
Key Essential Behaviours
1. Excellent communication skills.
2. Self-motivated, proactive and driven.
3. Work effectively under pressure and with limited resources
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Resilient and a fast learner
Highly creative and full of ideas.
Passionate about working in a charity
Committed to equality and diversity
Desirable criteria
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Membership of Chartered Institute of Marketing or Public Relations
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Working for a health charity
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Financial and people management experience and skills
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Project management training or proven experience
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