Head of Marketing and Communications

About Smart Data Foundry

Smart Data Foundry has a purpose to unlock the power of financial data as a force to improve people’s lives.

What we do

We enable the research ecosystem to flourish through the provision of research ready real financial data.

We create data-driven insights based on real financial data, that identify areas to inform policy change and enhance regulation.

Inspire financial innovation with aizle™, Smart Data Foundry’s synthetic data engine, creating high utility synthetic data with no privacy issues when real-world data doesn’t exist or cannot be safely shared.

Role Purpose

The Head of Marketing and Communications is responsible for the planning, development and execution of Smart Data Foundry’s marketing and communications initiatives. Reporting to the Chief Strategy and Engagement officer, they contribute towards the development of organisational strategy and are responsible for translating this into actionable strategic marketing plans.

Key Responsibilities

Marketing & Communication Strategies

• Develop and implement comprehensive marketing and communication strategies aligned with Smart Data Foundry’s mission and business objectives.
• Lead the development of a compelling brand architecture that resonates with target audiences and clearly communicates the value proposition of Smart Data Foundry products and services. Ensure all messaging is consistent and targeted.
• Own Smart Data Foundry's reputation management by proactively addressing any issues and promoting its position as a safe and secure custodian of data for opening financial data for good.
• Put us firmly at the centre of expertise for data-driven innovation, enabling policy and regulatory challenge and accelerating and supporting innovation through data-driven insights.
• Spearhead communication strategies that build trust, showcase research excellence, and highlight the social impact of Smart Data Foundry's work. Focus on areas like public trust, policy influence, and environmental impact. Execute these across all channels (digital, social media, email, events, etc).

Content and Communications

• Develop integrated marketing and content creation strategies that align with overall brand positioning and stakeholder needs. Craft targeted messaging for each audience segment to drive engagement and action.
• Own Smart Data Foundry's omnichannel communications strategy, encompassing PR, social media, content marketing, and events.
• Manage public relations efforts and PR agencies, overseeing media relations, crisis management, press releases, and external communications.
• Oversee the creation and maintenance of all marketing materials, including brochures, presentations, reports and more.

Digital Marketing

• Lead digital marketing efforts, including SEO/SEM, PPC, email marketing, and social media advertising to drive traffic, engagement, and conversions.
• Utilise data analytics tools to track performance metrics, generate insights, and optimise digital campaigns for maximum ROI.

Website Management

• Oversee the management and continuous improvement of the Smart Data Foundry website(s) to ensure they are user-friendly, visually appealing, and optimised for search engines.
• Collaborate with design agencies and web development resources to implement updates, new features, and ensure a seamless user experience.
• Monitor website analytics to assess traffic, user behaviour, and conversion rates, and make data-driven decisions to enhance website performance.

Product & Services Marketing

• Collaborate with product leaders to develop go-to-market strategies that correctly position each product/service
• Implement product marketing programmes that drive user adoption, product awareness, and organisational growth.
• Lead the creation of high-quality marketing materials (white papers, case studies, demos) that showcase the benefits and solutions of each SDF product or service.
• Manage product/service launches with a focus on pre-launch awareness building, strategic positioning, and post-launch marketing activities.

Stakeholder Engagement and Influence

• Build and maintain relationships with key stakeholders across private, public, third sector, and academic sectors.
• Influence public and industry discourse through impactful content, research dissemination, and active participation in key events and forums.
• Represent Smart Data Foundry at industry events, conferences, and networking opportunities.

Market Research & Analysis

• Conduct market research to stay informed about industry trends, competitive landscape, and customer needs across our diverse landscape.
• Analyse marketing data and metrics to measure the effectiveness of campaigns and adjust strategies as needed.

CRM (Hubspot) Management

• Oversee the implementation and effective use of HubSpot CRM to enhance marketing efforts and support organisational operations and service management.
• Ensure the CRM system is optimised for managing the customer lifecycle, from lead generation to customer retention and service management.
• Monitor and analyse CRM data to improve engagement and drive sales growth.

Internal Communications

• Develop and implement a comprehensive internal communications strategy that fosters a strong, engaged and collaborative Smart Data Foundry culture.
• Use a variety of communication channels to reach employees across all departments and levels, such as company-wide meetings, internal newsletters, and employee portals.
• Promote a culture of knowledge sharing by encouraging cross-departmental collaboration and information exchange.

Team Management

• Lead, mentor, and develop marketing team members, fostering a collaborative and innovative team environment.
• Work across cross-functional teams to ensure cohesive marketing efforts.

Performance Marketing & Measurement

• Establish key marketing performance indicators (KPIs) for each communications channel and marketing initiative. Track and analyse results to measure campaign effectiveness and ROI. Identify areas for improvement and implement strategies to maximise return on investment.
• Regularly report marketing performance metrics to key stakeholders, highlighting successes, challenges, and areas for further optimisation.

Essential Know-How

The technical knowledge required:

• How to set an organisation-wide positioning and go-to-market strategy within the context of an organisation’s overall business strategy and translating this into an aligned customer, brand, product and communications strategy.
• Ability to build a marketing plan from a set of business, commercial, customer, and communications goals.
• In-depth knowledge of marketing communications techniques and best practices across various channels, including PR, social media, content marketing, and events.
• Proficiency in performance marketing and measurement, including the establishment of KPIs, data analysis, and ROI optimisation.
• Understanding of internal communications strategies and practices to foster a positive organisational culture and employee engagement.
• An appreciation of the value of analytics and data science in industry and economic and social analysis.

The Communication & interpersonal skills required

• Strong leadership skills, with the ability to develop and execute comprehensive marketing strategies that align with business objectives.
• Strong interpersonal and relationship-building skills to effectively collaborate with cross-functional teams, external partners, media contacts, and industry influencers.
• Excellent communication skills, both written and verbal
• Analytical mindset with proficiency in data-driven decision-making and the ability to interpret marketing performance metrics to drive continuous improvement.

Other skills and Experience required

• Demonstrable experience in a senior marketing role.
• Proven experience in developing and implementing comprehensive brand strategies, including brand narrative development and brand architecture.
• Building a marketing and communications team that, in combination with a set of agency relationships, can deliver the marketing strategy.
• Working knowledge of financial services, financial services regulation, and privacy law (or evidence of past ability to gain this knowledge at pace).
• Experience in managing integrated marketing communications campaigns across multiple channels, with a focus on driving brand awareness and lead generation.
• A commercial/entrepreneurial orientation, including an ability to think through different ways of approaching project funding.

Location

This role is based in our office in Edinburgh Futures Institute in Edinburgh, therefore, candidates must be within commutable distance or willing to relocate. Whilst we are supportive of hybrid working this is not a remote role.

Right to Work in the UK

Applicants must have the existing and ongoing right to work in the U.K. without restrictions as sponsorship for visas is not provided.

If invited for interview you will be required to evidence your right to work in the UK.

Benefits

A collaborative, innovative and impactful place to work. We give you support, nurture your talent and reward success. You will benefit from a competitive reward package, 40 days annual leave (including 6 bank hols), a defined contribution pension scheme (14% employer and 4.5% minimum employee contribution rates), family friendly initiatives and flexible working.