This is a significant new role, created specifically to lead a new team for a new challenge. The Greyhound Trust looks to you to integrate and drive forward all our work across brand development, income generation, marketing, communications and engagement. You will also develop and manage our wholly owned trading subsidiary, Greyhound Events Ltd. This role will suit someone with direct experience of managing colleagues across several disciplines, with a track-record of embedding integrated, collaborative working.
Approaching 50 years of helping greyhounds in their transition from racing, matching them to homes where they will thrive in their retirement, the Greyhound Trust is embracing the rapid changes both in the greyhound racing industry and in wider society. The Trust has an annual income of c.£4.5m which enables us to find loving homes for around 1,200 of the 8,000 greyhounds that retire from racing every year. Pre Covid, we homed around 3,500, so it is time for a step-change in awareness and engagement, to build a strong financial foundation that will allow us to care for and home even more greyhounds both today and in the future. The powerful and distinctive Greyhound Trust message needs to reach and engage a wider audience across the UK, of donors, volunteers and people who can offer homes to retired greyhounds.
Reporting to the Chief Executive you will be a key member of the senior management team. You will directly manage specialist income generation and communications colleagues and work as part of a highly motivated, close-knit team at the National Greyhound Centre in Horley, Surrey. As a member of the senior management team, you will also share responsibility for the organisation’s strategic development, long-term planning and operational effectiveness. All team members offer supportive liaison across all strands of the organisation’s work. As a close-knit team in a medium-sized organisation we rely on one another for support as well as to follow through on our own accountabilities.
Key responsibilities
* Leadership and team development: Lead and manage a compact, hands-on, high-performing, multi-skilled marketing and engagement team to deliver the Greyhound Trust’s income and awareness targets.
* Support the team’s personal and professional development and create a team culture in line with Greyhound trust values - committed, compassionate and determined, doing what is best for every greyhound.
* Support and guide staff and volunteers at the Greyhound Trust in their communications and income generation efforts and in consistent, effective expression of our brand.
* Support the Chief Executive to ensure best practice in fundraising, retail, marketing & communications across the whole team.
* Brand: Ensure the Greyhound Trust brand is developed, managed and marketed effectively, with a particular focus on resonance with priority audiences.
* Develop partnerships and associations that enhance reputation, increase engagement and support income generation for both the Greyhound Trust and its trading subsidiary.
* Under the direction of the Chief Executive, create and ensure delivery of an income generation strategy. Build a diverse and sustainable income portfolio suited to the Greyhound Trust brand, stakeholders, resources and growth aspirations.
* Marketing, Communications and Engagement: Under the direction of the Chief Executive, deliver strategic marketing, communications and engagement plans which support achievement of both our income targets and our overarching purpose and objectives.
* Specific tasks (non-exhaustive): Working with the Chief Executive and others, design, recruit and develop a multi-disciplinary team covering income generation, marketing, communications and engagement. Develop a culture of creativity and boldness across the entire team.
* *Likely to include Individual Giving, PR/Marketing, Social Media and Administrative roles.
* Review the Trust’s income generation, marketing and communications trends, approaches and evaluation frameworks. Conduct further research and evaluation as required and set against sector comparators.
* Conduct initial, then regular, analysis of all Greyhound Trust audiences, both existing and potential, with a view to maximising opportunities for engagement, influence, giving, volunteering and homing.
* Create an integrated brand, marketing and income generation strategy, with clear delivery plans and evaluation frameworks. Review the strategy at least annually and apply course-correction as required. Ensure the strategy explicitly and consistently contributes to achievement of wider organisational objectives and purpose as well as income targets.
* Identify opportunities to promote the Greyhound Trust to increasingly wider audiences through all forms of media.
* Ensure relevant colleagues have received media skills training
* Maintain up-to-date crisis communications procedures and training
* Review and lead development of the individual giving programme, both traditional and digital, including membership and friends schemes. Consider the role of a mid-level giving programme as a funnel to major gifts and legacies.
* Review all other income streams and devise a prioritised approach to the steady growth of a diverse and balanced portfolio of income streams, including, but not limited to, trusts and foundations, corporate partners, major philanthropy, legacies, in memoriam, events, community/volunteer fundraising and retail.
* Review Greyhound Events Limited and devise a strategy for its continued growth commensurate with resources and market analysis.
* Ensure events are maximised as both engagement and income generation opportunities. Expand the calendar of activity to initiate and grow reliable income from events.
* Offer advice and support to branches and volunteers on income generation, fundraising, marketing, communications and brand matters, including appropriate resources for branches.
* Set and demonstrate the highest standards of best practice in income generation, marketing & communications. Working with the Head of Finance and Resources, review relevant Greyhound Trust policies, processes and systems regarding all aspects of income generation and marketing. Ensure GDPR and Fundraising Regulator requirements are met at all times and that donors and supporters have the best possible experience with the Greyhound Trust. Keep abreast of any changes to best practice or relevant legislation. Recommend and deliver changes, developments or new policies and processes as required.
* Work with the Head of Finance and Resources to oversee the efficient and accurate management of the CRM system and all relevant data and analytics systems.
* Ensure volunteer systems, processes and databases are up-to-date and fit for purpose
* Provide operational support and guidance to branches on income generation and brand matters.
Skills and experience
* Track record at senior level with demonstrable experience across income generation, marketing and communications disciplines.
* Demonstrable experience of growing income from a charity or commercial retail operation
* Demonstrable experience of building, implementing and evaluating income generation and engagement strategies.
* Understanding and ability to communicate the need for - and then deliver – a strong and consistent brand .
* Demonstrable success in setting and reaching financial targets in different forms of charitable fundraising. A track record of maximising income from existing and new income streams.
* Demonstrable experience of integrating brand, marketing and income generation strategies and the teams delivering them to achieve both financial and wider organisational targets (e.g. homing, influence etc.).
* Budgetary understanding and experience; able to understand corporate budgets and management accounts, build and manage annual budgets and accurately forecast both income and expenditure.
* Significant experience of line management and team development, setting objectives and goals and holding regular supervision and one-to-one meetings. Able to get the best from a varied team.
* Hold a full valid UK manual driving license
* Broad experience of data and analytics systems and data protection.
* Strong communicator, with a “can do” attitude, who is able to move seamlessly from operational matters to strategy and back.
* Able to assess risk and deal with a crisis.
* Knowledge and experience of the not-for-profit sector
* Confident public speaker, with media experience as both spokesperson and coach, in traditional press and broadcast as well as social media.
* Experience of working with boards of directors or trustees, attending meetings, providing reports and updates as required.
* Experience of medium-sized organisations where support across disciplines is the norm alongside delivery of personal accountabilities
* Experience of working with or managing volunteers
* You will be:
* Professional and proactive, with a strong work ethic and “can do” attitude
* Capable of handling stressful situations while maintaining a positive demeanour
* Exhibit excellent discretion and adhere to professional standards and confidentiality
* Curious and inquisitive nature with the ability to work across all departments to ensure a fully joined up approach
* A leader – but also a genuine team player
* Conscious of both accountabilities and professional boundaries
* Enthusiastic and empathetic towards the Greyhound Trust’s vision, mission and values.
* You will be required to work or provide support outside of standard working hours for events and operational needs, so flexibility is key. This post and its role requirement will develop with the needs of the charity.
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