Warning: This vacancy expired on 29th Oct 2008.

Job details

Job Description

JOB DESCRIPTION

Job Title: Brand and Advertising Manager

Location: Hastings area

 

 

1. Job Purpose

(Briefly state your job's overall objectives. "To.........")

• To develop the company brand as one of the leaders in UK, through strong, consumer orientated advertising and communications, and effective media deployment.

2. Dimensions

(Indicate in quantitative terms, the key areas on which the job has an impact.)

Financial: Responsible for the day-to-day control of the Mass Media Above the Line offline marketing spend, as per the annual marketing budget, excluding direct mail.

Staff: Responsible for 4 direct reports.

Others: Responsibilities reach across all products and income streams. Responsible for ensuring activity is regulatory compliant.

3. Principal Accountabilities

(Describe the important end results the job holder is expected to achieve.)

• Develop the brand's positioning and values, ensuring that all products and marketing reflect it.
• Develop an industry comparison measurement programme to ascertain brand strength and resonance.
• Translate the brand/trademark strategy into realistic customer action plans.
• Oversee the implementation of the mass media marketing plan, ensuring it complements the overall marketing strategy.
• Manage and co-ordinate incoming briefs through team in order to ensure that they are dealt with in a timely and efficient manner.
• Work with internal and external parties to ensure effective creative is developed for each campaign and that it is implemented according to objectives, deadlines and budgets, as laid out in the marketing plan.
• Analyse performance of all above the mass media marketing activity, in order to measure effectiveness and highlight where differentials are occurring and then use learning to make recommendations for continued improvement of plans to maximise business.
• Contribute to the delivery of allocated projects, to ensure that projects run as smoothly as possible and inline with business requirements.
• Monitor trends in competitor activity and recommend reaction where appropriate.
• Liaise with external agencies to ensure they have a clear understanding of the marketing strategy.
• Ensure that a coherent brand message is delivered across all communications.

This list is neither exclusive nor exhaustive and there may be other duties, within the remit of this position, required of the job holder from time to time. The Company reserves the right to alter this job description and will do so after consultation with the job holder.

4. Context

a) Operating Environment:

To provide expertise for all brand specific activities within the business and to work towards achieving the agreed budgets and targets, as set out in the annual marketing plan.

b) Framework & Boundaries:

Adhere to general company policies, which are applicable to all employees. Work in accordance with Data Protection Act and other regulatory codes and statements as they apply to the marketing function. Follow processes and procedures as laid out in the Marketing Procedure Manual. The jobholder is also responsible for contributing to the development of marketing policies and procedures from within their areas of responsibility.

c) Organisation:

(Attach a copy of a current organisation chart and for each subordinate who reports directly to the jobholder, their overall responsibilities.)

5. Relationships

a) Subordinates:

Responsible for 3 Marketing Execs, a Marketing Assistant and a graphic designer, overseeing career development, training and motivation. Control comes from objectives set at annual appraisal and one to one reviews. Contact is usually on a daily basis in order to gain relevant updates and to provide any guidance, sign-off and motivation needed.

b) Superior(s):

Position reports to the Director of Mass Media, operating largely autonomously with regards to day-to-day activities, following online strategy agreed within the annual Marketing Plan and objectives set at annual appraisal. Contact is usually on a daily basis in order to provide relevant updates, gain guidance and sign-offs needed. Reporting back on any complex or business significant issues or any activity that falls outside the marketing plan.

c) Other Contacts:

(i) Within the Company:

• Departmental managers regarding development and project work.
• All employees regarding queries or issues.
• Team members for work allocation and assistance.
• Finance and MIS to ensure provision of timely and accurate results.

• (i) Outside the Company:
• Agency and business partner contacts to develop new campaigns and products/services.

6. Knowledge Skills & Experience

(What kind of knowledge, skills and experience are necessary to enable satisfactory performance in the job?)

Essential:

• A successful track record within a similar senior marketing role with a good appreciation of all elements of the marketing mix.
• A good understanding of the financial services markets.
• Strong analytical skills.
• Excellent written and verbal communication skills.
• Able to think strategically and deliver project goals.
• Strong leadership and influencing skills.
• Ability to work under pressure and to tight deadlines.
• A good understanding of the importance of legal and regulatory frameworks.

Desirable:

• A relevant degree and/or CIM Professional Diploma in Marketing (DipM).

Skills and Competencies:

• Team working.
• Influencing.
• Leading others.
• Attention to detail.
• Delivering business results.
• Planning and control.
• Using information effectively.
• Making good decisions.
• Self motivation.

7. Job Challenge(s)

(Describe the most challenging or complex parts of the job.)

• In an ever-changing environment, keeping up-to-date with the regulatory environment and new and innovative marketing techniques, which arise with increasing regularity.
• Ensuring campaigns are compliant with the relevant marketing regulatory bodies.

8. Additional Information

(Provide any further information, not included in the previous answers, which you consider would assist others to achieve a better understanding of the job.)

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