APPOINTMENT BRIEF APRIL 2016

Director of Marketing & Digital Engagement

A WELCOME MESSAGE FROM OUR

Chief ExecutiveDear Candidate

Thank you for expressing an interest in our new post of Director of Marketing & Digital Engagement. I hope the information contained within this pack inspires you to apply.

As one of the biggest animal rehoming charities in the UK, Wood Green has in its 90 years history developed a reputation and credibility that puts us in a prime position to achieve our ambition of being regionally pre-eminent but nationally prominent. We want to enrich the lives of animals, people and communities in what we do and we are now looking for a Director of Marketing & Digital Engagement to achieve this.

We understand that traditional methods of attracting people’s attention are no longer sufficient and as we look to increase our supporter engagement through our communications and service delivery we see huge potential for Wood Green; from volunteers, to re-homers, to pet owners to donors.

You will be coming into an organisation that is big enough to make a difference, but small enough to react and support emerging problems and trends.

You will be at the forefront of implementing and further developing a marketing strategy that can support this. At the heart of this will be a digital offering that promotes new and enhances existing engagement with the Charity. It will be transformational. You will be joining us when we are making considerable investment in both the marketing and fundraising functions to maximise our future impact.

You will gather from this introduction that we want our marketing function to go to another level. This will involve building on well-established foundations and maximising opportunities. This post offers an exciting opportunity to someone who truly wants to make a difference. Your contribution will be fundamental to us continuing to rehome thousands of animals every year, educating hundreds of thousands of children and supporting countless families. In doing so the communities in which all three come together can only be better for it. Not bad for a day job!

CliveBylesChief Executive

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Wood Green is one of the UK’s leading animal welfare and public education charities. Our vision is of a world where all pets are well cared for in loving homes for life. We deliver this vision through:

• Providing the best possible care for animals in need.

• Promoting good animal welfare and responsible pet ownership by providing support, guidance and education to members of the public.

• Setting standards of animal welfare in the UK and beyond.

Since the charity’s establishment in Wood Green in North London in 1924, we have worked to transform the lives of the UK’s animals through our services, special projects and public engagement programmes:

• Our animal re-homing services are highly regarded by animal experts and the public alike. In 2015 we found secure, loving homes for approximately 5,500 animals, including cats, dogs and small animals such as rabbits, mice, guinea pigs, ferrets and chickens. Our centres are open to the public from Tuesday to Sunday and during Bank Holidays.

• Our dedicated team of veterinary surgeons and nurses provide exceptional care to vulnerable animals every year. In 2015 we carried out 22,000 medical checks and hundreds of major operations, including 2,000 neutering procedures.

More than 600 remedial surgical procedures took place from fracture repairs to exploratory procedures for tumours and foreign bodies.

• Our public education teams work with schools, community organisations and the general public to raise awareness of animal welfare issues and deliver practical advice and support to people who own a pet or are contemplating such a move. For example, we campaigned to remove the undeserved stigma associated with the Staffordshire Bull Terrier breed and prevent Staffies being taught aggressive behaviour. We also work with other charities to deliver a comprehensive national programme of neutering and microchipping.

The physical footprint of Wood Green has grown significantly since the first shelter was established, and our main headquarters are now located at Godmanchester, Cambridgeshire, which supports the original satellite service centre in Wood Green and a further one in Heydon, Hertfordshire. The Godmanchester site also offers a comprehensive range of hospitality services, due to its close proximity to the A14 and A1(M). For example, in 2015 over 20,000 people attended 20 dog shows. In addition, the charity has 7 retail shops across Cambridgeshire and Hertfordshire.

About Us

5Wood Green | Director of Marketing & Digital Engagement

About Us

The Charity has an ambitious strategy to expand significantly the number of animals re-homed over the next 5 years, and effect a step change in public engagement through maximising the contribution of volunteers and online and offline engagement in spreading key animal welfare messages among the public.

A key focus will be to achieve regional pre-eminence in the counties of Cambridgeshire, Hertfordshire and Northamptonshire whilst achieving national prominence as a leading animal welfare enabler in the UK. The strategy proposes a roll out of community hubs across these counties from where animal welfare support, rehoming and public education can be delivered, in addition to retail and a range of fundraising activities.

In the financial year ending in 2015 Wood Green’s annual turnover was approximately £9 million, of which £7 million came from voluntary funding sources (principally legacies and individual giving). Income from trading and retail accounted for £1.3 million. The post-holder will lead the development and implementation of an ambitious marketing and public engagement strategy to drive profile, reputation and income for Wood Green in order to deliver regional pre-eminence and national prominence for the charity. A particular requirement of the role will involve mainstreaming digital platforms to support expanded and audience focused fundraising, rehoming, public education/engagement and volunteering activity. In addition the post-holder will develop and manage all communications, brand, marketing services and digital activity.

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Job Context

Wood Green is looking to recruit an outstanding individual with a track record of innovation and success in leading the development and implementation of a brand, marketing and communications strategy for Wood Green. The successful candidate will lead a talented and motivated team and enable the realisation of strategic goals through the application of digital technology.

Main Purpose of the Job• To develop, lead and implement a marketing

and communications strategy for Wood Green that maximises reputation, profile and digital engagement in support of Wood Green’s corporate aim of achieving regional pre-eminence and national prominence.

• To be responsible for the effective management and leadership of the Marketing and Communications department and the achievement of agreed targets.

• To drive the digital transformation of Wood Green, ensuring digital technology plays a central role in delivering key organisational priorities including fundraising (a key corporate priority), public education and engagement, rehoming and volunteering objectives.

• As a member of Wood Green’s Leadership Team, undertake a corporate leadership role, contributing to the organisation’s strategic and operational planning. It will be especially important to collaborate with the Director of Fundraising in establishing and optimising sustainable income generation programmes.

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Position in the OrganisationReporting to the Chief Executive:

Duties include: Management and development of the Marketing, Communications and Digital team.

Chief Executive

Director of Marketing & Digital

Engagement

Director of Corporate Services

Director of Fundraising

Director of Veterinary Services

Director of Animal Welfare

& Rehoming

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Job Description

Dimensions and Limits of Authority• Authority to spend in accordance with the

budget.

• Authority to recruit and performance manage staff in accordance with Wood Green’s policies and procedures.

• Working with colleagues across the charity to develop a leading-edge programme of cause-related marketing activity that maximises profile, brand values and the appeal of charitable giving to Wood Green.

Key Duties and ResponsibilitiesStrategy, Planning and Leading Continuity

• To develop and implement a leading-edge, audience focused marketing, communications and digital strategy for Wood Green designed to maximise profile, reputation and public engagement.

• To facilitate the development and implementation of a holistic engagement strategy which develops key stakeholder relationships e.g. staff, volunteers, the general public and supporters.

• To work collaboratively across Wood Green to support the delivery of ambitious growth plans for fundraising, public education and rehoming work.

• To be the exemplar marketer and digital champion across Wood Green, building excellent relationships with key internal and external stakeholders and contacts. In particular, to support the establishment of customer segmentation and audience journeys in order to drive engagement across the charity.

• To embed digital technology within strategic and operational plans to enable Wood Green to achieve its goals.

• To collaborate with the Director of Fundraising and ensure Wood Green maximises the potential of its fundraising audiences by optimising the active supporter base through the application of digital technology.

• To support the Director of Fundraising in realising the development of a compelling, multi-year capital and revenue fundraising case for support for Wood Green, ensuring that services and causes are presented in an attractive and appealing way to existing and potential supporters, and reflect Wood Green’s core values and operational priorities.

• To ensure the development and delivery of enhanced content across all digital channels: web, social and community media.

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Job Description

• To ensure the Wood Green brand receives appropriate media coverage across targeted channels in line with the goals of the charity (regional pre-eminence, national prominence).

• To develop and manage an internal communications strategy and programme to support effective working across Wood Green.

• To maximise the contribution of volunteers, by ensuring consistent and high standards of support, clear identification of roles, and matching skills and individuals to appropriate opportunities.

• To have lead responsibility for the development and management of a portfolio of celebrities to maximise brand values, profile and fundraising.

• To ensure all externally facing activity complies with Wood Green brand guidelines and UK law and best practice.

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Producing Results

• In line with Wood Green’s corporate planning process, to prepare, manage, monitor and report on a rolling brand, marketing, communications and digital plan and budget, including achieving agreed KPIs.

• To identify reputational risks to Wood Green as part of Wood Green’s risk management agenda, and propose plans to mitigate and offset the risks.

Managing People

• To direct and review the activities of the Marketing, Communications and Digital teams to ensure optimum role allocation and cost-effective deployment of resources.

• To provide inspirational and effective leadership to these teams.

• To establish a comprehensive system of objective setting, training and appraisal in line with Wood Green’s policies and procedures.

• To develop and support a culture across Wood Green that acknowledges the importance of training and personal development.

• To develop a culture of empowerment and success across the Marketing, Communications and Digital teams and role model collaborative leadership.

Leading Change

• To drive a culture that embraces change, open communication, ambition, innovation, future-thinking and external focus.

• To develop new future profile raising opportunities by understanding the audience, knowing the competition and introducing and trialling new initiatives and activities.

• To work collaboratively with all Wood Green’s teams and stakeholders in order to achieve objectives.

Job Description

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Qualifications

• To be educated to degree level. E

• To have a relevant post graduate qualification. D

Experience and Knowledge

• To have an outstanding track record of developing and implementing brand, marketing and communications strategies in a charitable or commercial context. E

• To have demonstrable experience of successfully developing brand, marketing, communications and digital functions within a comparable context. E

• To have demonstrable experience of equipping an organisation to achieve its goals through the creative and cost effective deployment of digital technology. E

• To be a thought leader and champion for digital best practice across Wood Green. E

• To have a proven track record in establishing, monitoring and achieving demanding (stretch) targets. E

• To have experience in successfully recruiting managing and developing brand, marketing, communications and digital personnel. E

• To have experience in successfully managing change at a strategic and operational level. E

• To have excellent knowledge of a broad range of consumer and business to business marketing principles and practice. E

• To have proven skills in stakeholder engagement and partnership development. E

Skills and Abilities

• To have excellent written and oral communication skills. E

• To be able to operate effectively at all levels of the organisation. E

• To have excellent commercial acumen. E

• To be able to assimilate and analyse written and financial information quickly and accurately. E

• To be able to adopt a strategic approach to solving problems and tacking challenges. E

• To be computer literate. E

• To have proven, effective leadership and people management skills. E

• To have confident and persuasive presentation skills. E

• To be proactive and entrepreneurial. E

• To have a target-driven approach. E

• To be able to develop sound working relationships with stakeholders, donors, customers, supporters and staff. E

• To be able to work calmly under pressure.

Other Factors

• To have a genuine commitment to the values and ethos of Wood Green. E

Person SpecificationE = Essential D = Desirable

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Salary:The commencing salary for the post will be circa £70,000.

Benefits:Wood Green makes a contribution of 3% and the employee makes a contribution of 4%.

Holidays:34 days per year.

Notice Period: One month’s notice in the first six months and three months thereafter.

The Rewards

DIRECTOR OF MARKETING & DIGITAL ENGAGEMENT

How to ApplyTo apply for this position, please upload a comprehensive CV and a supporting statement of no more than two pages of A4 on our website. Please ensure that your application fully addresses the appointment criteria in the person specification.

You should give the names, positions, organisations and telephone contact numbers of two referees, one of whom should be your current/most recent employer. References will only be taken once your express permission has been granted.

We ask that you complete the equal opportunities information online when you submit your application via our website. The information collected will be treated as confidential, used for statistical purposes only, and will not be treated as part of your application.

We would also be grateful if you could let us know if you will require any special provisions as a result of any disability should you be called for interview.

Finally please ensure that you have included mobile, work and home telephone numbers, as well as any dates when you will not be available or might have difficulty with the indicative timetable.

Applications should be made via the Prospectus website at: www.prospect-us.co.uk/executive/job/HQ00164716

Applications can also be posted to:Sarah HillProspectus, 20-22 Stukeley Street, London WC2B 5LR

TimetableClosing date: Wednesday 18th May 2016

Initial interviews with Prospectus: 23rd May to 9th June 2016

Meeting with CEO and SMT: w/c 13th or 20th June 2016

Panel interviews: w/c 13th or 20th June 2016

This dates may be subject to change and applicants will be advised in advance should this happen.

Recruitment ProcessShould you decide to make a formal application, you will receive feedback within seven working days of the closing date. Shortlisted candidates may be required to undertake an additional assessment prior to the final interview.

The successful appointment is subject to a satisfactory criminal records disclosure, DBS check and written references.

QueriesIf you have any queries on any aspect of the appointment process, need additional information or would like to have an informal discussion, please contact Anna Gardet or Stella Pedersen on 020 7691 1920 or via email at:

anna.gardet@prospect-us.co.uk

stella.pedersen@prospect-us.co.uk

14 Wood Green | Director of Marketing & Digital Engagement

Prospectus Ltd 020 7691 1925 www.prospect-us.co.uk

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