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Job Opportunities

Head of Marketing

Norwich Business Improvement District (BID) Limited

Norwich Business Improvement District (BID) has been developed with business partners to identify a set of initiatives that will make a real difference to the success of Norwich city centre businesses. The BID Business Plan will deliver a clear positive impact on the vitality and vibrancy of the city centre and the success of the businesses within it, with funding over £5m over the five years. This includes VisitNorwich, the Destination Marketing Organisation for the Norwich area, and its core PR, marketing and promotion functions.

 Norwich BID represents 750 business and education organisations in the city, with another 120 VisitNorwich members. These businesses represent the commercial, retail, leisure, tourism, education and third sectors in the city. The total number of trips to Norwich are 11,635,90 with a total tourism value of £731,036,375. Economically, Norwich grew faster than London, Manchester and Bristol in the second quarter of 2017, increasing gross value added (GVA) by 2% to £2.8bn with employment also growing by 1.1%, with 136,800 in work and is set to be in the top 10 fastest-growing places in the UK in 2018.

 

Job Description

Job Title:                    Head of Marketing
Reporting to:             BID Director
Salary:                        Negotiable, depending on experience £35,000-£40,000
Hours:                        37.5 per week
Holiday:                     25 days p.a. plus English Bank Holidays
Pension:                    Up to 6% Employee contribution with a matched up to 6% Employer contribution  
Notice Period:           Two months after a successful three-month probation period
Other:                         Statutory entitlements

Role Summary:
Responsible for planning, development and implementation of all the BID’s marketing strategies, marketing communications, and public relations activities, both external and internal. Overseeing development and implementation of all digital, print and support materials and services for marketing, communications and public relations. Leading the efforts of the staff and coordinating at the strategic and tactical level with the other functions of the BID.

 The role holder will lead the:

  • ‘Promoting Norwich’ Workstrand, developing innovative marketing and destination campaigns to put Norwich front-of-mind for visitors and businesses. The budget for Promoting Norwich is presently £284,000, as part of the total BID income £1.15 million
  • Development and implementation of Digital, print & support materials and services for marketing, communications and PR
  • Coordination, at the strategic and tactical level, with the other functions of the BID.

 The position reports to the Executive Director and serves as a member of the senior management team contributing to the Board of Directors to assure the BID’s accountability to all levy payers and ensuring its effective operation.

Position Summary:

  1. To develop and implement an overarching marketing strategy for the BID key functions.
  2. To make Norwich a more competitive city destination in domestic and international markets by developing, integrating and supporting all aspects of the visitor economy and attracting new investment, more visitors and increased spend. Promoting and developing the tourism product and opportunities of the destination for the benefit of the local economy.
  3. To be responsible for editorial and brand direction, as well as the design, production and distribution of all BID digital, media and print publications.
  4. To oversee the company’s communications activity: internally; to levy-paying businesses; to local stakeholders and partners; and with all media channels.
  5. To leverage the benefits of a partnership approach with key organisations, specifically Norwich City Council, Norfolk County Council, Norfolk Chamber of Commerce, the LEP, other key business partners and the organisers of other festivals and events, to ensure that the all BID’s marketing investments achieve maximum leverage and impact.
  6. To ensure that the BID regularly conducts relevant market research and coordinate and oversee this activity. Monitoring trends.
  7. To develop strategies which will deploy external evidence, research and stakeholder influence to create convincing and effective campaigns and lobbying to fulfil all the BID Workstrands.
  8. To oversee the VisitNorwich DMO and membership function, and work with Visit England and national tourism industry related marketing activity
  9. To ensure that all BID-funded activities and projects are promoted to relevant audiences and clearly associated with the BID Company.
  10. To be responsible for all the marketing budget and any delegated project budgets, reporting performance regularly to the Board.
  11. To act as line manager to a team of four marketing roles
  12. To support the BID Director in delivering the aims of the BID Company.

 Key Responsibilities:

Marketing and Strategy
Responsible for creating, implementing and measuring the success of: a comprehensive marketing, communications and public relations program that will enhance the BID’s image and position within the business community and the key stakeholders

Responsible for marketing, promotional and associated events to ensure the BID is promoted and that the reputation of the BID Company and Norwich city centre is maintained to the highest quality.

Develop and implement a 5-year organisation marketing strategy to achieve the objectives outlined in the BID Business Plan.

Responsible for the delivery of an annual marketing plan in line with the Norwich BID marketing strategy detailing the year’s activity to meet agreed company objectives.

Oversee monitoring and tracking of market conditions and best practice nationally, identifying areas of opportunity for the business and feed into decision-making and strategy.

Project Marketing
Create specific campaigns for seasonal activities and long-term projects to meet agreed strategic priorities, income generation targets and business development objectives.

Oversee and implement activity to ensure Norwich is promoted as an attractive:

  • Tourism destination
  • Commercial destination

Lead and coordinate project/workstrand boards and groups as appropriate.

Responsible for all marketing budgets as directed by the BID Director and delivering all financial objectives. Ensure that evaluation systems are in place related to these goals and objectives and report progress to the Executive Director and Board.

 

Communication and Relationships
Responsible for all Norwich BID communication tools, including print, website and social media activities.

Coordinate media interest in the BID and ensure regular positive contact with target media and appropriate response to media requests and develop wider networks to pursue joint marketing initiatives.

Collaborate with internal, partner and external partner organisations to deliver innovative destination marketing for the city centre.

Oversee delivery of regular communication with levy payers.

Lobbying and championing Norwich locally, regionally and nationally.

Responsible for all the Norwich BID contact databases and oversee GDPR compliance

Maintain a climate that attracts, retains and motivates top quality personnel, both paid and volunteer.

Ensure effective management within the marketing, communications and public relations function, with provision for succession.

Report to the BID Board as requested by the BID Director.

 

Targets and Evaluation
Oversee monitoring and evaluation of campaigns and activities to effectively measure the delivery of BID objectives and their outcomes

Conduct market research as appropriate in order to identify current and future projects, initiatives and activities

Develop and implement monthly performance tracking, measurement and reporting for the organisation

 

Person Specifications:

Qualifications
Minimum of 5 years’ experience in marketing, communications or public relations with demonstrated success, preferably in the not-for-profit or destination marketing sector.
First Degree or equivalent qualification
Post-graduate marketing qualification and/or equivalent professional experience

Experience/Knowledge
Experience of developing and implementing the design and execution of marketing, communications and public relations activities
Experience of successful monitoring and evaluation of campaigns and activities
Experience of managing websites, developing and implementing successful digital marketing strategy/campaigns
Success in developing relationships with press and PR partners
Experience of effective budgeting and financial management
Experience of lobbying and championing at local, regional and national level
Experience of management of creative / digital agencies
Experience of briefing of campaigns

Skills
Ability to write creatively, with excellent grammar
Excellent interpersonal and communication skills with the confidence to liaise with a wide group of public and private sectors
Good eye for design and attention to detail
Excellent IT and web-based skills with high level of competence of digital channels
Excellent time management skills with the ability to prioritise a varied and diverse workload and to work independently
Leadership, initiative and self-motivation 

Attributes
Ability to work in a team
Good motivator of colleagues
Ability to absorb and process large quantities of diverse information
Proactive and flexible working approach
Flexible towards working hours, with events at evenings and weekends

 

Please download an application form here and send to laura@norwichbid.co.uk
For an informal discussion please contact: Stefan Gurney on 01603 727930 or email laura@norwichbid.co.uk

Closing Date: 11 March 2018

 

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