JOB DESCRIPTION
FOR
DIRECTOR OF COMMUNICATIONS
World Horse Welfare is an international horse charity dedicated to giving horses a
secondchance in life. Founded in 1927, and formerly known as the ILPH, today we work
tirelessly alongside our supporters, turning their passion for horses into the power to help
countless more live happier, healthier, more fulfilling lives. We do this by stamping out
suffering, campaigning for improved treatment, and teaching owners how to provide their
horses with better care.
We are looking for a Director of Communications to spearhead a strategic communications
programme designed to position World Horse Welfare as the number one horse charity
established to support the welfare of horses worldwide.
The charity is governed by a Council of Trustees, who appoint a Chairman. There are a
minimum of 12 Trustees on Council, which meets a minimum of 3 times annually. There
are four sub-committees of Council, which include the General Purposes and Finance
Committee (GP&F). Membership of the GP&F is made up of the Chairman, ViceChairman, Treasurer and at least two other trustees. The GP&F make recommendations
to the full Council regarding the operation of the charity. The other sub-committees are the
Communications Committee (see below), Investment Committee and International Training
Committee.
The charity consists of 7 departments: UK Welfare, International Training, Campaigns,
Communications, Finance & Administration, Fundraising and Resources. The Senior
Management Team of the charity is comprised of the Chief Executive and six Directors
(UK Welfare, Campaigns, Communications, International Training, Finance &
Administration and Fundraising). The Directors report to the Chief Executive, as does the
Head of IT, the Head of Human Resources and the Executive Officer. One of the Directors
acts as the Deputy Chief Executive (currently the Director of UK Welfare).
Responsibility and Relationships
The Director of Communications will be responsible for delivering a strategic – and
measurable – integrated communications programme designed to promote World Horse
Welfare as the number one horse charity both within and outside the equine community.
The Director of Communications will lead and manage a team of five communications
specialists, ensuring effective teamwork and delivery against key business objectives.
As a Director of the charity, this post will have several key relationships in addition to the
Chief Executive. Internally these will include World Horse Welfare Trustees and the other
Charity Directors, especially the Director of Fundraising. Externally these will include the
consultants, freelancers, key media contacts and service providers who work for the
Campaigns and Communications Departments, and other charity partners.
The Director of Communications will also participate in the Communications Committee,
whose members include Charity Trustees with considerable communications experience.
The Director of Communications reports to the Chief Executive.
The principle roles of this post are:
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Strategic communications: defining and ensuring effective ongoing delivery of an
integrated programme of activity, which targets key opinion-forming audiences and
addresses the charity’s corporate reputation and business goals. The programme
will broaden the perception of the charity outside the equine community and
deepen understanding within it
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Management: leading, managing and motivating a team of communications
specialists whose remit includes national, regional, trade and sector media
relations; opinion former and supporter publications; social media, internal
communications and the website
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Member of the Senior Management Team: contributing to and advising on issues
relevant to the perception and corporate management of the charity
Main areas of responsibility
Communications
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The development and implementation of an integrated strategic communications
programme. This programme will be reviewed every six months and updated
accordingly, ensuring full integration with the charity’s business goals, as well as its
fundraising and operational objectives
The creation and delivery of innovative national and regional communications
initiatives to secure profile with new opinion forming audiences and deepen
understanding among the equine community
The creation and maintenance of relationships with key opinion-forming media,
often acting as spokesperson for the charity
Regular formal and informal contact with the fundraising and operational teams,
ensuring integration and co-ordinated delivery with all communications initiatives
Support for all relevant charity employees and Trustees in carrying out
communications roles
The management of the charity’s corporate reputation and image through all
communications activities, internally and externally
The design and development of an ongoing evaluation system of communications
activities and their impact on key opinion forming audiences
Presentation of, and responsibility for, strategic communications at the
Communications Committee
Management
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Contribution to the strategic planning and management of World Horse Welfare
through membership of the Senior Management Team
Management of the Communications Team, defining and tracking their work,
helping them develop their roles, meet objectives and deliver goals, but also
inspiring a team culture and co-ordinated sense of purpose
Direction and management of any work undertaken by external consultancies and
agencies
Preparation and management of operational budgets for the Communications
Department, including directing the work or external consultants and agencies
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Development and maintenance of a structured training programme for all staff in
the communication team, ensuring that all team members – including the Director –
maintain a leading edge knowledge of communications best practice
Other
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To ensure the provision of adequate resources to allow for the effective implementation
of a suitable system for Managing the Health and Safety risks of the organisation and
to ensure a commitment to continuous improvement
To monitor the effectiveness of the Health and Safety Management system and the
level of staff compliance in order to reduce the risks as low as reasonably practicable
To record the results of regular reviews of the Health and Safety Management system
To undertake such other duties as may be reasonably required of a Director
Location and Rewards
The Director of Communications will have the opportunity of working from offices in Central
London and Norfolk. The role will require spending a minimum of two days a week in
Norfolk, directing and managing the Communications Team there but also remotely when
working in London.
This is a full time role. The salary will be paid at the market rate and is available upon
request. Rewards include: pension scheme (6% employee/12% employer), private health
scheme, 28 days holiday (including Bank Holidays) and extended Christmas shutdown.
Person Specification
Experience
EDUCATIONAL/PROFESSIONAL QUALIFICATION
Educated to degree level – preferable
Management qualification or training – desirable
Professional association membership - desirable
KNOWLEDGE AND EXPERIENCE
10 years communications experience either within an organisation
or a consultancy
5 years of managing and developing teams, defining targets and
enabling them to achieve goals
Strong relationships with national opinion forming media, and a key
understanding of how to create a profile for a national charity within
this audience
Demonstrable success in defining and delivering strategic
communications programmes, spanning a variety of audiences and
media
Experience of sound financial management and managing budgets
and financial forecasts
SKILLS AND ABILITIES
Ability to make presentations to the Chief Executive and Trustees
and to gain their confidence in delivering against business
objectives
Ability to prioritise and organise own work schedule and manage
those of others effectively
Excellent interpersonal skills at all levels
Entrepreneurial approach and an ability to think creatively, with a
positive approach to problem solving
Ability to motivate a team and effectively set and monitor team
tasks
First class oral and written communication
First class networking skills
IT literate, including basic word processing, spreadsheet skills and
use of media contact databases
To have an understanding of, and an ability to promote and
implement, best practice in all areas of workplace management
ATTITUDES AND VALUES
A commitment to the vision, values and objectives of World Horse
Welfare
Confident, robust and outgoing personality
Patience, tact and diplomacy to manage relationships with the full
breadth of World Horse Welfare stakeholders
Self-motivated and results driven
ASSESSED
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