Job title Brand and Marketing Manager
Reports to Head of Marketing
Location 66 Portland Place
Department C&O
Band
competency profile
3
D
Overall purpose: To manage the RIBA brand and the planning and delivery of RIBA marketing activity to business to business and consumer audiences
Responsibilities and outcomes
Knowledge, skills & experience
General role requirements/expectations
Key responsibilities
Essential
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Roles at this level are accountable for most or all of the
following:
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Assist the Head of Marketing in developing a
marketing strategy for RIBA.
Implement the marketing strategy for RIBA, by
working with the Head of Marketing to lead the
marketing team in planning and delivering
marketing activity across RIBA to meet the
objectives of the annual business plan and the
2012-2016 corporate strategy.
Working with the digital team to develop a ‘digital
first’ approach to marketing and rolling this out
across the organization.
Leading on professional services marketing
activities, including Membership, CPD,
International and Client Services.
Manage the RIBA brand, embedding the new
brand across the organisation, ensuring all
marketing activity contributes to its advancement.
Oversee the marketing team to provide best
practice brand advice across all RIBA activity.
Line manage marketing staff as per the marketing
team structure, to include objective setting, work
planning and training and development.
Manage the marketing budgets, monitoring costs,
obtaining best value from suppliers, and ensuring
expenditure is delivering against objectives.
Manage RIBA’s audience research, market testing
and evaluation programmes.
Identify and establish partnerships with other
organisations to maximize marketing
opportunities and audience reach.
Advise colleagues on marketing tactics to best
promote the RIBA, our members, and
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Several years’ experience in a marketing role
covering both business to business and
consumer audiences.
Experience of working in a membership
organization or experience of professional
services marketing.
Experience of working in a complex
organisation with large numbers of
stakeholders.
Sound knowledge of marketing and campaign
planning and tactical delivery techniques using
the full marketing mix.
Experience of digital and print collateral
production.
Experience of brand management.
Experience of managing people, projects and
budgets.
Experience of the full range of marketing
tactics, in particular digital/social media
channels.
Good writing, commissioning, and research
skills.
Ability to make appropriate judgements
balancing needs of organization and risk
Excellent interpersonal skills.
Desirable
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Knowledge of architecture or construction
industry.
Experience of marketing cultural organisations
or visitor attractions.
Scope
Accountable for managing or coordinating a significant area
of work/activity for RIBA. Senior technical/
professional/specialist staff act have high level advisory role
in RIBA.
Decisions
Makes decisions that affect a work area’s ability to achieve
some of its performance objectives in respect of the annual
plan.
Work largely unsupervised except for agreeing
priorities/resources, reviewing work quality and help in
reconciling cross-functional issues.
People
Leads and motivates team of staff or apply persuasive skills
to motivate and encourage others through advisory role.
Resources
May have delegated accountability for project or team
budgets, or income generation.
May have formal input to planning or budgetary process or
allocation of departmental resources
The RIBA pro-actively seeks to reduce the carbon footprint
produced by our business activities. All staff are expected to
be aware of environmental issues in the workplace and
throughout all activities assess and work to reduce the
impact of the RIBA on the environment.
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architecture to relevant target audiences.
Represent marketing at key internal and external
meetings and events.
Manage RIBA’s main design and print supplier,
embedding processes and best practice within
RIBA and ensuring the agency delivers value for
money.
Manage the production of the RIBA’s annual
report.
Key outcomes
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Delivery of the RIBA marketing strategy and
effective business to business and consumer
marketing campaigns to meet the objectives of
the annual business plan and the 2012-2016
corporate strategy.
Effective and authoritative management of the
RIBA brand, including successful implementation
of the new brand across the organization.
Delivery of effective marketing campaigns for the
major projects within the annual business plan to
both public and professional audiences.
Help the organization move to
Delivery of effective internal and external
partnerships in support of the marketing strategy.
Qualifications
 Qualified to degree standard or equivalent
professional experience.
Other