Conwy County Borough Council
Chief Executives Department
Regeneration Services – Marketing & Communications
Section
Job Description
General Details
Post Title
Marketing And Communication Manager
Post Grading
PO 38-44 - £29.004 - £33,894
Allowance
Essential Car User
Post Location
Town Hall - Llandudno
Responsible to
Head of Regeneration Service
Responsible for
All Section Staff
Welsh Language
The ability to communicate in both Welsh & English
would be desirable for this post
Type of Work
1. To lead the strategic marketing of Conwy County Borough as a
destination for tourism, and a location for business; providing a
strategic framework for delivery and setting strategic goals in relation to
the Community and Regeneration strategies.
2. To lead the promotion and communication of the Regeneration Service
and its activities to its various stakeholders, ensuring that
communications are effective and two-way.
3. To manage effectively within the applicable Service and Corporate
frameworks the operational activities of the Marketing &
Communications section, including staff, resource management,
project delivery and management/monitoring/evaluation of market
related information systems.
4. To act as an effective member of the Regeneration Service
Management Team, delivering on the Regeneration Strategy and
taking a lead role as appropriate in the delivery of regeneration for the
County.
Outline of Duties
1. Act as the responsible officer for all activity undertaken by the Section.
2. Develop a vision and marketing strategy for creating and promoting a
positive image of the County Borough to its various stakeholders. Do
this within the framework of the Community and Regeneration
Strategies, and in the context of the various regional and national
strategies in place.
3. Develop in conjunction with the Senior Officers of the section budgeted
action plans covering all aspects of the marketing communications mix,
to deliver the marketing strategy. Oversee the implementation of these
plans.
4. Identify and ensure the implementation of other marketing activities
(such as research, marketing mix factors etc) where these will add
value to the delivery by the Service and assist in meeting its strategic
objectives.
5. Effectively manage the resources of the Section. Act as the lead
officer for all personnel, health & safety, and financial matters within the
Section.
6. Participate in the strategic management of the Regeneration Service.
Act as lead / representative officer where appropriate on corporate and
other strategic matters as agreed in consultation with the head of
Service
7. Represent the Section and/or the Service on external partnerships and
task-specific groups as appropriate, to ensure continued good working
relationships. Substitute for Senior Officers on external groups as and
when appropriate.
8. To ensure that appropriate structures and mechanisms are developed
and maintained to enable effective service delivery of the above
functions.
9. Undertake such duties consistent with the post and grade as may be
required from time to time by the Head of Service or the Corporate
Director.
Marketing & Communications Manager
Person Specification
Education
Experience
Skills & Abilities
Commitment
Communication
General
A degree or equivalent qualification preferably in a
relevant discipline.
Possession of a recognised marketing qualification.
Essential
At least 2 years’ promotion, marketing or
communications experience at management or
strategic level, preferably within the field of
regeneration/economic development or tourism.
Essential
Experience of managing staff.
Essential
Knowledge of local policies and initiatives and roles of
key organisations in relation to regeneration activities.
Desirable
Knowledge of local authority working practices
Desirable
Knowledge of European policies and programmes.
Desirable
Ability to develop, implement and manage
programmes of work with minimum supervision.
Essential
Ability to co-ordinate a broad range of activities to
meet an over-arching strategic objective
Essential
Ability to set, monitor, and evaluate performance
indicators and budgetary information.
Essential
Ability to motivate staff
Essential
High level of political sensitivity and awareness
Essential
Good organisational skills
Essential
High level of ICT literacy
Essential
Ability to work under pressure and to deadline
Essential
Committed to the economic prosperity of Conwy
Essential
Willingness to attend meetings & events outside
normal working hours.
Essential
Ability to travel nationally or internationally on
occasion to participate in projects and events
Desirable
Demonstrable understanding of and commitment to
equality of opportunity.
Essential
Self-motivation and enthusiasm coupled with
excellent judgement.
Essential
The ability to converse in Welsh is desirable.
Desirable
Excellent communication skills, including an ability to
present to groups and talk in a public forum
Essential
Full driving licence or equivalent capacity to travel
freely throughout the county.
Essential
Good standard of health for the requirements of the
post.
Essential
Desirable
Conwy County Borough Council
Chief Executives Department
Regeneration Services – Marketing & Communications
Section
Post Context
The Marketing and Communications Section is a composite team formed from
former Tourism and Economic Development staff during the re-organisation
that formed the regeneration Service in 2003/4.
The section works on four thematic areas – Tourism (including the three
Tourist Information Centres operated by CCBC), Events, Business &
Community and Business Tourism (under the banner of North Wales
Conferences). Each of the thematic areas is led by a Senior Marketing Officer
(SMO), who is responsible for the delivery of action plans / strategies under
the general strategic framework of the section, inter-agency representation
relevant to their themes and project management. The SMOs also provide
first-line responsibility for the monitoring of financial commitments on a costcentre basis.
In addition, a general support theme comprising general administration, data
& research, visual design and operational support is in place. The team
adopts a multi-disciplinary approach where individual skills and abilities are
applied to projects in a flexible manner.
The role of the Marketing & Communications Manager is to provide a
supportive framework of resources, decision-making and ‘upward delegation’
within the section. In practice, this means

Adopting an effective monitoring role on the activity of the section, and
being sufficiently aware of those activities in order to substitute
effectively for any of the SMOs when necessary.

Being able to act decisively in relation to emerging situations

Having capacity to plan effectively on a 1-3 year rolling timeframe

Maintaining a clear analysis of the resources available and having a
flexible approach in their employment.
The Marketing and Communications Manager will also be responsible for
ensuring effective integration of activity with the other functions of the
Regeneration Services, in particular with Tourism Development and the
Business Support sections. He/she will be expected to play an integral role in
developing value-added activities to increase benefit to tourism providers and
to the broader economy.