Head of Sales and Marketing

Job Title: Head of Sales and Marketing (Interim) – Charity with Trading Arm
Location: Tamworth
Reports to: Director of Finance & Operations
Salary: 60k
Employment Type: Full-time, fixed-term contract for 1 year. Part-time applications will be considered

About the Employer:

Our client is a registered charity with a powerful mission to support and develop the workforce that operate in the Special Education Needs and Disabilities (SEND) sector of education. By ensuring the SEND workforce are fully equipped to meet the needs of learners with SEND, they create sustainable, positive change in the lives of children and young adults. Alongside their specialised SEND CPD training they offer for free, they also run a trading arm that generates vital income and directly supports their charitable endeavours. These trading activities encompass sales of online CPD, accredited courses, consultancy, and statutory projects.

As the charity continues to grow and expand its reach, they are seeking an experienced and highly motivated Head of Sales and Marketing to lead and oversee the integrated marketing and sales strategies for both charity initiatives and the trading arm. This role is essential to advancing revenue generation, building strong relationships with supporters, and amplifying the organisation's mission-driven goals. You will be pivotal in ensuring that marketing campaigns and sales efforts work cohesively to enhance the organisation's reputation, grow the customer base, and increase revenue, all while maintaining alignment with its charitable values.

Position Overview:

The Head of Sales and Marketing will provide strategic leadership for all marketing and sales efforts across both this charity’s operations, and its trading arm. You will be responsible for managing and executing a comprehensive strategy to boost visibility, increase revenue, and foster long-term engagement with both sponsors and customers. The role requires a blend of strategic thinking, sales expertise, and marketing creativity, with the ability to lead cross-functional teams, manage budgets, and integrate commercial goals with the charity’s mission.

As part of the senior leadership team, you will work closely with the Executive Leadership Team, Fundraising, Development, Education, and operations teams to shape the organisation’s public-facing presence. You will be instrumental in maximising this charity's dual revenue streams: fundraising for charitable programs via events, and sales from trading activities.

Key Responsibilities:

1. Strategic Leadership & Integration
   • Develop and implement an integrated sales and marketing strategy for both the charity’s mission-driven goals and its commercial activities. Ensure the strategy drives the growth of both revenue from trading and funds raised for the charity’s projects.
   • Collaborate with senior leadership to set clear, actionable goals for both the charity’s impact and its trading arm’s performance, aligning these objectives with broader organisational priorities.
   • Analyse market conditions and trends, including competitor analysis, to identify opportunities and optimise marketing efforts, ensuring the organisation remains agile and responsive to market demands.
   • Lead the development of annual marketing plans, considering key events, fundraising activity, the academic calendar, and product launches for the trading arm.
   • Ensure that marketing campaigns reflect both the charitable mission and the commercial interests of the trading arm, maintaining a balance between profitability and mission-driven messaging.
   • Design and execute a route to market strategy that integrates all the charity's revenue-generating and charitable activities, ensuring products/services reach the right target audiences through optimal channels.
   • Evaluate sales channels and assess whether there are further opportunities for direct-to-consumer sales, commercial partnerships, e-commerce, or affiliate marketing models that could expand market reach for both charity donations and commercial sales.
2. Marketing and Brand Development
   • Lead the overall brand strategy, ensuring consistency and alignment across the charity’s marketing, digital, and communications efforts, both for the charitable initiatives and the trading arm.
   • Oversee the creation of compelling marketing collateral, including digital content, print materials, advertising, and promotional campaigns that resonate with both sponsors and customers.
   • Guide the development of integrated marketing campaigns that incorporate both charity-related content and the trading arm’s product offerings, reinforcing the message of social good while promoting commercial activities.
   • Supervise digital marketing efforts, including website optimisation (SEO), social media strategies, and email marketing, to increase traffic, raise awareness, and drive conversions for both donations and product sales.
   • Enhance public relations efforts, cultivating strong relationships with media outlets to ensure positive press coverage of both the charity’s work and the trading activities.
3. Revenue Generation & Sales Strategy
   • Develop and drive sales strategies for the charity’s trading arm, including pricing, promotions, customer segmentation, and cross-selling opportunities.
   • Collaborate with the education team to create and market new product lines or services, ensuring they align with the charity’s values while meeting the needs and preferences of customers.
   • Oversee the development and execution of sales funnels and customer acquisition strategies to increase conversion rates, sales volume, and customer retention.
   • Implement loyalty and retention programs that encourage repeat purchases from customers of the trading arm and foster long-term engagement.
   • Monitor sales performance, ensuring alignment with set targets, and provide timely adjustments to campaigns, product offerings, and pricing strategies to maximise revenue.
   • Work with fundraising teams to ensure synergies between donation drives and trading promotions, leveraging the strength of both income sources.
4. Sponsor and Customer Engagement
   • Develop effective strategies for sponsor stewardship, ensuring ongoing engagement with supporters through personalised communication, recognition programs, and impactful storytelling that ties the trading arm’s products to the charity’s mission.
   • Utilise customer relationship management (CRM) systems to create tailored communication plans and deepen engagement with both sponsors and customers, encouraging more frequent and larger sponsorship or purchases.
   • Foster a community of loyal supporters and customers, turning first-time buyers into repeat purchasers, and sponsors into long-term, committed advocates.
   • Design campaigns that target both customers and sponsors, converting customers into sponsors by emphasising the positive social impact of their purchases, and vice versa.
5. Team Leadership and Development
   • Lead a dynamic team of sales, marketing, and digital professionals, providing guidance, mentorship, and opportunities for professional development to ensure they reach their full potential.
   • Foster a collaborative, high-performance culture within the marketing and sales teams, with a focus on creativity, accountability, and shared success.
   • Manage and nurture relationships with external partners, agencies, and contractors to supplement the in-house team’s efforts and bring in specialised expertise as needed.
   • Encourage continuous learning and innovation within the team, allowing for fresh marketing and sales techniques to be tested and implemented.
   • Lead the recruitment and onboarding of new marketing team members as needed to scale efforts in line with the organisation’s growth.
6. Campaigns, Events, and Partnerships
   • Plan and execute high impact fundraising campaigns, combining both digital and offline channels, including social media, email, PR, events, and influencer partnerships.
   • Oversee the organisation of charity events, sales promotions, and product launches that raise awareness for the charity’s mission and drive sales.
   • Identify and cultivate strategic partnerships with corporate sponsors, influencers, retail partners, and community organisations to extend reach and enhance fundraising opportunities.
   • Develop marketing strategies for key seasonal and high-traffic events (e.g. Black Friday or January Sales), ensuring the charity and trading arm are both prominently featured.
7. Data Analytics and Performance Reporting
   • Establish key performance indicators (KPIs) for both the marketing and sales efforts across the charity and trading arm, with a strong focus on return on investment (ROI) for campaigns and product sales.
   • Regularly analyse marketing data, tracking performance across channels, evaluating campaign results, and identifying areas for improvement.
   • Provide detailed monthly, quarterly, and annual reports to senior leadership, highlighting successes, challenges, and opportunities for future growth.
   • Conduct customer and sponsor behaviour analysis, utilising insights to adjust marketing and sales strategies and improve targeting.
8. Budget Management
   • Oversee the marketing and sales budget for both the charity and trading operations, ensuring that funds are allocated effectively to maximise both financial contribution and the organisation’s mission.
   • Monitor expenditure to ensure all campaigns are delivered within budget, making recommendations where necessary and full analysis on ROI.

Qualifications:

Experience:

• At least 7-10 years of experience in a senior sales and marketing role, ideally with experience managing both non-profit and commercial sales efforts.
• Proven track record of successfully leading integrated marketing campaigns and driving revenue growth in both the charity and ecommerce sectors.
• Experience in developing and executing sales strategies, including pricing, product development, customer acquisition and retention.
• Knowledge of CRM systems, digital marketing platforms, and data analytics tools.
• Demonstrated success in leading cross-functional teams, managing external agencies, and collaborating with senior leadership to meet organisational goals.

Skills & Competencies:

• Strong understanding of brand development and the ability to create compelling narratives that combine social impact and commercial offerings.
• Sales-driven mindset with the ability to inspire teams to meet and exceed revenue targets.
• Expertise in digital marketing, including SEO, content marketing, and social media strategy.
• Exceptional communication skills, with experience in event management and media engagement.
• Ability to balance mission-driven goals with commercial objectives and maintain a clear, unified brand presence across all marketing channels.

Personal Attributes:

• Passion for social impact and a deep commitment to the charity’s mission.
• Highly creative, innovative, and forward-thinking with a keen understanding of both traditional and emerging marketing trends.
• Adaptable and results-oriented, able to work in a fast-paced, evolving environment and make data-driven decisions.
• Collaborative with strong interpersonal skills, able to build and maintain relationships with internal and external stakeholders.

Why Join this charity?

• Make an impact by leading marketing efforts that support both this charity's mission and its revenue-generating activities.
• Innovative and creative environment that allows you to shape the future of marketing and sales for a leading charity.
• Competitive salary and a benefits package that includes flexible working arrangements, enhanced pension contributions, and professional development opportunities.

If you are a strategic thinker with a passion for charity work, have the experience to lead both commercial and mission-driven marketing efforts, and thrive in a dynamic, fast-paced environment, this employer would love to hear from you.

Closing date: 7th April 2025.
Interviews are expected to take place the w/o 14th April.

Interested?

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This employer is committed to diversity and inclusion. Applicants from all backgrounds and communities are encouraged to apply.

No agencies please.