Head of Consumer Marketing JD Oct 08 pdf

							    Date: 10th October 2008


                                                    JOB DESCRIPTION

1   Job Details
    Job Title:        Head of Consumer Marketing
    Job Band:         1
    Job Holder:
    Department: Marketing – World Vision – Milton Keynes
    Reports To: Marketing Director
2   Job Purpose
    To lead the Consumer Marketing Team in extending the World Vision brand into the UK’s mainstream
    consumer market.
3   Key Areas of Responsibility
        1. Strategy: To lead the development & implementation of a long-term consumer marketing strategy,
           working with the Marketing Director and peers. Key strategic outcomes include:
            •     Growth in both committed and transactional revenue, predominantly through the acquisition of
                  child sponsors and customers for our Alternative Gift Catalogue
            •     A ‘joined up’ experience for our supporters, with Marketing, Supporter Care, and
                  Communications appearing seamless from the external perspective
        2. Team Leadership: To provide leadership to the Consumer Marketing Team which consists of 6
           marketing professionals focusing on our existing products of child sponsorship acquisition and
           alternative gift catalogue, and exploring NPD.
        3. New Product Development: To develop and test new product development ideas which could
           ultimately become committed giving offerings or the basis for other fund-raising and one-off
           donations.
        4. Best practice in Direct Response Marketing
                  •       To manage promotional spend budgets (approx. £4-5m)
                  •       To effectively manage the creative & media agencies we partner with
                  •       To develop creative campaigns, with metrics which will enable rigourous analysis of results
        5. Legal & Professional Compliance: Ensure the compliance of all team practices in relation to
           codes of advertising, data protection, gift aid and direct debit legislation, the Charities Act and
           organisational policies on child protection, the use of images etc.
        6. Continuous Development: Actively pursue personal, professional and spiritual development of
           self and directly reporting staff.
4   Essential knowledge, experience and attributes
        •   A qualified senior marketing professional, bringing over 10 years’ experience in consumer marketing
        •   A proven track record in growing revenue, in consumer engagement, in New Product
            Development, and able to point to success in the development of on-line strategies.
        •   May come from either a commercial or a third sector background, and will need to demonstrate an
            ability to apply strong consumer marketing approaches to the international charitable sector
        •   A strong strategic & creative thinker
    Date: 10th October 2008


        •   Excellent relational skills and the ability to motivate and lead a professional team and to build
            effective relationships with external partners
        •   Strong information management skills, including IT literacy, data analysis and effective reporting
        •   Ability to work within a Christian framework and be sensitive to is various expressions across
            cultures and denominations.
5   Additional information
    World Vision is a global Partnership, and senior post holders are likely to travel internationally to other
    offices and project sites several times a year.
    As a member of WVUK’s Leadership Forum, the job holder will bring the confidence, knowledge, credibility
    and maturity to participate actively in and contribute to strategic and operational management decisions and
    to represent the organisation with key constituents such as partners, supporters, churches, opinion formers
    and the media.
    This job carries a Genuine Occupational Requirement (GOR), for an active and committed Christian faith.
6   Job context
    World Vision is extremely well developed as a consumer-facing fundraising organisation. It has 200,000
    supporters and a growing private income.
    The challenge now is to raise the profile of World Vision in the UK and position the charity more into the
    mainstream, which has seen an increasing focus on brand-led transformation in recent years. The brand
    essence is ‘joined up against poverty’ reflecting World Vision’s unique approach in both raising funds and
    working operationally in poor communities. World Vision is ‘seamless’ and the majority of its 29,000 global
    staff work within their own countries.
    The Head of Consumer Marketing role is essential to World Vision’s focus on ‘connecting people fighting
    poverty’ and to the overall UK mission of building lasting relationships that transform:
        -   the lives of the world’s poorest children, their families and communities
        -   the injustices that cause poverty
        -   the hearts and minds of those who share their resources with us.
    Vital to the success of this position, the team and the wider organisation is wholehearted support for World
    Vision’s core values – “We are Christian, We are committed to the poor, We value people, We are
    responsive, We are partners, We are stewards” and World Vision’s operating principles to be: faithful
    messengers of God’s love; trusted partners in lasting change; powerful motivators of caring; courageous
    promoters of justice and peace; and inspiring models of co-operation.
    The job carries a genuine occupational requirement for an active and committed Christian faith.
7   Job description agreement
    I accept this Job Description, which has been discussed with me, by my line manager, and I agree to review
    and update it, at least annually for my appraisal, in conjunction with my manager, to reflect any potential
    changes in my job role.


    Signed:…………………………………….(Job Holder) Date:…………..
    Signed:…………………………………….(Manager)                              Date:……………