Head of Marketing

5 months ago

Burnley, United Kingdom HAPPA Full time

Vacancy
- Head of Marketing and PR

12 Month Fixed Term (Maternity Cover)

Working 32 hours per week over four days, majority office based.
- Are you ready to take up the reins and continue to drive the HAPPA marketing and public relations strategy for the next twelve months covering maternity leave? This year is an important milestone in the charity’s history, your contribution will be an integral part of this._

The Horses and Ponies Protection Association (registered Charity) Head of Marketing and Public Relations takes ownership of HAPPA’s brand awareness and income generation activity by developing and actioning a marketing and communications strategy including, goals, budget, and tactics. Continually striving to improve marketing and public relations activity with clear direction, focus and enthusiasm.

The overall goal for the postholder will be to foster brand awareness and loyalty across a wide-reaching audience. Day-to-day duties may include writing press releases, consulting with local and national press, management of HAPPA’s websites and social media platforms, assisting in creating and delivering great content, analysing relevant data and metrics, identifying modern technologies and trends.

**PRIMARY RESPONSIBILITIES**

MARKETING
- Continue to deliver the existing marketing & PR strategy for the charity, with the goal of building brand awareness, increasing visitor numbers and increasing income in line with the charity’s needs.
- Translate this strategy into a tactical plan covering all necessary areas of marketing & PR, both on
- and offline.
- Manage the marketing and PR budget, set by the Chief Executive Officer.
- Monitor, evaluate and report the effectiveness of all marketing activity.
- Conduct market research to identify new opportunities to increase income and brand awareness.
- Utilisation of the database to market to the Charity’s supporters and members and plan suitable marketing activity for each supporter segment.
- To manage the production of all marketing and promotional materials.
- Coordinate paid and unpaid advertising.
- Representing the Charity at events.
- Managing the production of the Charity’s supporter magazine, including sourcing content, design, proofing, print and postage, utilising key personnel throughout the process.

PUBLIC RELATIONS
- Utilising all forms of media, including national, regional and trade press, to build and maintain awareness of HAPPA and manage its reputation.
- Planning and conducting Public Relations campaigns and activity including events, photo opportunities and issuing press releases.
- Monitor press coverage for mentions of HAPPA and our competitors.
- To source and manage video content for use.
- Develop good working relationships with the media, including the maintenance of media lists.

DIGITAL
- Lead on the development of creative and engaging digital communications activity to drive visitor footfall, engage online audiences with HAPPA’s cause and increase income.
- Create exceptional content and an ever-changing aspirational approach to keep followers engaged.
- Manage digital procurement; continually streamline processes, bring all procurement processes into a centralised platform, make the procurement process transparent, and easier to track and manage escalations if any.
- Manage the social media content calendar.
- Increase followers and engagements on online platforms targeted to key audiences alongside the Activities Coordinator.
- Ensure all content collection is in a legal and suitable manner, considering photography consents, GDPR and other relevant legislation.
- Encourage and empower colleagues to take part in content creation. Ensure all online messages and notifications responded to in a timely fashion and ensure excellent online communications are maintained with followers, supporters, and members of the public.
- Ensure quality control of digital activity through proofreading and appropriate sign-off processes.
- Periodically research and source suitable new online platforms, including sourcing platforms to raise funds for special projects such as Crowd Funding and Go Fund Me...
- Measure and evaluate the success of digital activity, regularly report to the Chief Executive and Board of Trustees, and evolve strategy based on evaluation findings.

WEBSITES
- Ensure all websites are up to date, provide good user experience and reflect the brand’s professionalism and core objectives.
- Monitor website analytics to improve the customer experience. Aspire to improve overall useability and continue to improve transactional time limits.
- Work with the retail development manager to set ecommerce website key objectives.
- Source content for blogs, articles, and all other website content from key members of staff.

STAFFING
- Line Management of the Digital Marketing Assistant, Graphic Designer. This includes routine HR matters, training, and all associated administration.
- To manage the daily workload this inclu

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