Job Description
National Marketing Manager
Purpose:
To lead the promotion of the Trust’s visitor offer and brand
identity through cohesive national and church marketing
initiatives.
To co-ordinate and deliver creative, effective campaigns to
support income generation strategies.
Responsible to:
Director for Income Generation
Responsible for: Volunteers and temporary project staff
Number of hours: 36 hours (net) per week
Contract length:
Permanent
Task Description
Collaborating closely with regional teams, the national marketing manager will
create, develop and implement (either directly or coordinating regional activity)
a range of marketing, promotional and income generation projects to meet Trust
targets. The post holder will inform an innovative long-term marketing
communications strategy for CCT to ensure it is effectively positioned within the
heritage and tourism markets, using a variety of on and offline channels. S/he
will work with the director of income generation to implement campaigns that
support commercial and fundraising income generation strategies at national and
regional levels.
Key Tasks
Income Generation and Merchandising
The postholder will lead on national marketing and merchandising initiatives,
support regional marketing activities and work with regional teams to increase to
support the commercial use of churches. S/he will:
1. Develop and implement a merchandising plan that meets the Trust’s overall
brand and income generation strategies
2. Ensure appropriate distribution, stock control and management reporting
arrangements are in place for merchandise
3. Create marketing campaigns that promote Trust churches for private and
commercial use
4. Develop marketing campaigns to support national initiatives where income
generation is a primary objective
5. Support regional teams to develop and implement marketing plans
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6. Ensure CCT churches are listed and marketed on appropriate online sites,
including the VisitBritain tourism database and other search engines
7. Network with and represent CCT at relevant tourism/heritage bodies
8. Support the development of the Trust’s income generation strategy by
undertaking desk and primary research
Printed and Digital Materials
The postholder will manage the production of the Trust’s printed and digital
materials, ensuring that they are designed and produced to a high standard, are
kept up to date and respond to regional needs and visitor and Supporter
requirements. S/he will:
1. Review and advise on appropriate format for each item, working closely with
regional teams to determine needs
2. Manage the production and development of tourism marketing, fundraising
and national communications materials
3. Engage users in reviewing publications on a regular basis to ensure relevance
and cost-effectiveness and seek improvements through collaboration and use
of electronic media
4. Develop and manage cost-effective distribution and warehousing strategies
5. Ensure all staff understand the Trust’s brand guidelines and how they are to
be applied
Website Management and Online Profile
The postholder will lead on the development and management of the Trust’s
website and its online profile, building its reputation as the ‘go to’ resource for all
those interested in visiting, talking about, using or learning about historic
churches. The postholder will:
1. Oversee the management and development of the website as a primary
communication channel for all stakeholders
2. Manage the day-to-day running of the site and its content, ensuring
accuracy, accessibility and the ability to engage and build a relationship with
its users
3. Monitor, analyse and report on website data to ensure it meets both the
needs of its users and the Trust
4. Drive user traffic to the Trust’s website
5. Explore and develop the Trust’s use of online communications channels and
social media to build the Trust’s profile
6. Ensure consistency and clarity between the public website and the Trust’s
intranet, database and other associated internal systems
Plan and Budget
The post holder will be responsible for producing and delivering an annual
marketing plan and budget, ensuring appropriate resources and capacity are in
place. S/he will ensure national consistency of the visitor and Supporter
experience working with regional teams. S/he will communicate and build
relationships with key external and internal parties.
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Additional Information
Health and Safety
Employees must be aware of the responsibilities placed on them under the Health and
Safety at Work Act (1974), and to ensure that agreed safety procedures are carried out
to maintain a safe environment for employees, patients and visitors. All staff have a
responsibility to manage risk within their sphere of responsibility
All Trust employees are accountable, through the terms and conditions of their
employment, and statutory health and safety regulations, and are responsible for
reporting incidents, being aware of the risk management strategy and emergency
procedures and attendance at training as required.
Data Protection
If you have contact with computerised data systems, you are required to process and/or
use information held on a computer in a fair and lawful way. You are also required to
hold data only for the specific registered purpose and not to use or disclose it in any way
incompatible with such purpose.
Person Specification
Essential
1. Relevant marketing qualification
2. Experience of running a public facing website of significant size, with an
emphasis on marketing, fundraising and information, alongside optimising
social media
3. IT/computer skills especially Microsoft Office, InDesign and/or Photoshop
4. Knowledge of the design and print and production process
5. Able to formulate plans and budgets in collaboration with a range of
stakeholders
6. Strong organisational and project management skills, able to manage and
prioritise own workload, to work under pressure and to meet deadlines
7. Excellent interpersonal/communication and presentation skills. An ability to
influence at all levels
8. Experience of developing communications materials in a variety of formats
9. Experience in developing and managing a merchandising enterprise
10.A team player, able to build agreement and coordinate multi-professional
involvement
Desirable
 At least three years’ experience in on and offline marketing communications
in tourism, heritage or a related field
 Knowledge of content management systems and experience of developing
active, engaged online communities
 Ability to work flexibly and take on additional tasks when required
 Commitment to and belief in the work of CCT
Job Requirements


All staff at the Trust are expected to be administratively self sufficient
A willingness to travel, using public transport as far as possible.
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
Attendance at regional staff meetings and some full staff meetings in other
parts of the UK
Key Working Relationships
Working to the line manager, the post holder will also have regular contact with
regional marketing contacts, the Events and PR officer and other members of the
income generation team.