Job Profile
Job title
Head of Marketing
Responsible to
Deputy CEO
Responsible for
Marketing business partners TBC
Database Marketing Manager
Job purpose
Lead CIPD's marketing activities for all products and
services, including: membership, qualifications,
assessments, conferences and exhibitions, training
courses and publications for the UK and our
overseas markets.
Key accountabilities
1
Lead the conception, planning and delivery of innovative global marketing
strategies working closely with all business units to support the delivery of
revenue growth across membership (recruitment, retention and progression),
conferences, training, qualifications and our complete range of products.
2
Develop customer focussed strategic marketing activities including a new and
innovative integrated product strategy utilising the most cost efficient resources.
3
Oversee the team delivering to these objectives contributing to the overall
achievement of the total CIPD revenue target and develop creative, effective
and successful annual marketing plans.
4
Oversee market research and data analysis to understand our customer groups
and market needs to inform new business/product development and pricing.
5
Work closely with the Head of Brand to grow and develop our brand through
effective marketing strategies aligned to wider brand raising activities.
6
Lead the development of CIPD’s CRM database to maximise growth
opportunities in support of the CIPD’s purpose and strategy.
Nature and scope
The job holder is to lead a shift in emphasis to create a customer centric and joined
up marketing function with a business partner model, and to work with the Head of
Brand to ensure all external messages and communications are aligned and link
back to our core purpose.
The job holder will need to operate as a senior business partner with other Heads of
departments and the Executive team. Provide professional marketing expertise and
support on all aspects of marketing, specifically relating to products and services.
Job profile – Head of Marketing
September 2013
The job holder needs to exhibit the appropriate leadership behaviours and business
acumen commensurate with a position at this level. A capable business operator with
highly developed communication and interpersonal skills and the ability to influence
senior managers are essential.
The job holder will need to be strong at stakeholder management with experience of
managing people with different functional responsibilities in a complex organisation.
Contacts
Internal
Executive Team
Heads of Departments
Department Managers
External
Customers, members/non-members
Channel partners (sponsors/centres)
Marketing consultants and industry advocates
Market research consultancies
Various trade journals.
Dimensions, ie job facts and figures
Financial
Responsible for an annual marketing budget of c£1m
and contribute to CIPD’s overall revenue targets of
c£40m.
Staff
5 direct reports and a total team of approx 25
Other
CIPD membership comprises 135,000 members,
across 120 countries (with excess of 11,000
International members), and c300 centres
approved/awarded to deliver CIPD qualifications.
Knowledge, qualifications and experience
The job holder needs to be of graduate calibre with a relevant marketing qualification,
ideally a Chartered Member of the Chartered Institute of Marketing or Institute of
Direct Marketing. They will have a sustainable and strong track record in strategic
marketing. An in depth understanding of marketing principles and techniques is
required. Experience of working in a membership organisation is desirable.
This is a senior marketing role with many dimensions and stakeholders. The job
holder has to be able to build relationships across the business at all levels. They will
have strong project management, organisation and planning skills with the ability to
coordinate and direct multiple projects simultaneously. They will also need to have
outstanding interpersonal, communication and negotiating skills with a flexible and
collaborative approach to their work.
The job holder will possess proven commercial acumen with a track record for
developing customer focussed commercial solutions and marketing strategies in line
with an overarching brand and to meet a stated vision. The role requires a sound
understanding of our markets, customers and products.
Job profile – Head of Marketing
September 2013
Pro-active and pragmatic with the ability to meet tight deadlines, absorb high
volumes of technical and business information, and execute a high quality service in
a pressurised environment. A team player with a positive and flexible attitude with a
commitment to the highest levels of service delivery is also essential.
Knowledge of company, charity and commercial law, especially data protection
requirements, would be desirable.
Experience of managing major projects and change at a corporate level would be an
advantage.
The job holder will have experience of managing, motivating and developing a
sizeable team of staff and be an effective delegator.
The job holder is also required to demonstrate exemplary levels of competence and
behaviours against CIPD’s values and core competencies. Our values are
purposeful, agile, collaborative and expert (PACE). Our core competencies are
business awareness, building relationships, continuous improvement and innovation,
customer focus, problem solving and decision taking and results-oriented.
Signatures
Job holder
Date
Manager
Date
Last updated
Date August 2013
Job profile – Head of Marketing
September 2013