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Job description

Job title: Marketing Manager – Retail

Responsible to: Managing Director

Responsible for: Delivery of Mind Retail’s Marketing Strategy

Hours: 35 hours per week

Location: Stratford, East London

Purpose of job

We’re Mind, the mental health charity. We won’t give up until everyone experiencing a mental health problem gets support and respect. We provide advice and support to empower anybody experiencing a mental health problem and we campaign to improve services, raise awareness and promote understanding.

Mind has a large and successful Retail network, comprising 155 shops and turning over £15.1million in 2016-17. We have ambitious plans to open a further 65 shops in the strategic period 2016 – 21.The Retail Marketing Manager is a key role, ensuring that communications throughout our Retail network are consistent and effective. We aim to maximise the Mind brand on the High Street as well as strengthening our online presence.

Scope of the job

Retail generates a net unrestricted income to Mind of £3.4 million. This new role has been created to ensure our Retail presence on the High Street and online has a strong, consistent brand profile with Mind. Working with teams across Mind the post holder will ensure we make the most of all our communications to increase our income streams, awareness of what Mind does and inspire engagement.

The post holder will work closely with the Managing Director of Retail and the Head of Communications and Marketing to protect and promote Mind’s brand. S/he will lead the communications to the retail team to deliver a consistent and coherent message to internal and external stakeholders. The post will require close team working with all staff within Retail and across Mind.

Mind’s communications work is informed and influenced by the views of people with experience of mental health problems.

Retail Marketing Manager April 2016 Page 1 of 4 Key responsibilities Responsibilities include but are not limited to the following:

Strategic work

1. To work closely with the senior Heads of Retail and Mind’s Head of Communications and Marketing in developing and delivering effective external communications strategies for Mind Retail, in line with Mind’s broader corporate and marketing strategy.

2. To work closely with teams across Mind to ensure that communications work and opportunities are ‘joined up’ and optimised, making use of our CRM system and other databases.

3. To work in collaboration with the HR Business Partner to develop our marketing tools to attract Retail Staff and Volunteers.

4. To work in collaboration with the training function to develop a training package for shop teams to support them with marketing their shop at a local level.

5. Develop and maintain good working links across Mind and its networks, to ensure maximum stakeholder engagement.

6. Evaluate activity to inform future development, marketing opportunities and to increase Mind Retail’s income, providing performance reports to senior management on request.

7. Keep abreast of relevant developments in communications and in mental health policy and develop relevant external contacts, including key partners.

8. Ensure that your work is appropriately informed and influenced by the commercial setting in which we operate.

Direct communications work

9. Providing advice to retail colleagues on marketing approaches, communications planning, audiences, channels and messaging to support tactical Retail campaigns.

10.Take responsibility for developing Mind Retail’s digital communications to engage with both internal and external audiences, working with Mind’s digital team.

11.Write, edit and proof read communications material to ensure consistency and compliance with Mind’s branding, values, key messages and style guidelines; sign off materials from other team members to ensure the same.

12.Take the lead in developing effective and cost-effective Retail and POS marketing solutions using a range of print, digital media, events and advertising.

13.Take lead responsibility for driving our online sales, particularly our Christmas

Retail Marketing Manager April 2016 Page 2 of 4 card business and eBay shop.

14.Promote new shop openings at a local and national level.

Management

15.Help to draw up the budget for the Retail Marketing spend and manage the budget for individual projects.

16.As a member of the Retail Management Team, ensure that team policies and procedures enable integrated planning and activity across teams

Prepare papers for and present to Mind Retail meetings

Undertake other duties that may from time to time be necessary, and that are compatible with the nature and grade of this post.

Deal tactfully and sensitively with people experiencing mental health problems.

Expectations

A) To attend and contribute to team meetings.

B) To attend and contribute to supervision and appraisal process.

C) To ensure that all responsibilities and activities within this post are consistent with the terms and spirit of Mind’s Equal Opportunities policy.

D) To attend and contribute to Mind Retail staff training and any other training identified as appropriate for the role.

E) To occasionally travel to meetings in England and Wales, which may occasion the need for an overnight stay.

F) To occasionally work unsociable hours, e.g. attending evening or weekend meetings or travel outside London.

G) The nature of the post will require flexibility in undertaking the role.

Retail Marketing Manager April 2016 Page 3 of 4 Person specification: Marketing Manager - Retail

Essential criteria

1. Significant experience in communications and/or marketing, including some time at managerial level.

2. A strong understanding of brand and corporate identity, with experience of acting as a brand champion and guardian.

3. Experience of building and developing relationships with a range of stakeholders and a demonstrable ability to develop and maintain effective working relationships with groups and individuals with differing perspectives and agendas.

4. An audience-focused approach to communications with a demonstrable ability to adapt messages and methods to meet the needs of specific groups.

5. Experience of working with CRM systems to ensure targeted, audience-focused communications.

6. Experience of project management and of monitoring and evaluating quality and impact.

7. A creative, problem solving approach and a commitment to quality.

8. Excellent prioritisation and personal time management skills.

9. Knowledge and understanding of Mind / Mind Retail’s mission, vision, values and ambition and what this means in relation to this post and the ability to incorporate this into all aspects of work.

10.Knowledge and understanding of equality and diversity and what this means in relation to this post and the ability to incorporate this into all aspects of work

11.Willingness to travel and work some unsocial hours.

12.Commitment to your own continuing professional and personal development.

Desirable criteria

1. Have a marketing or business-related degree, or a professional marketing qualification such as: The Chartered Institute of Marketing (CIM) Professional Diploma in Marketing Institute of Direct and Digital Marketing (IDM) Diploma in Direct and Interactive Marketing.

2. Direct or indirect experience of mental health problems

3. Experience of working in a FMCG or Charity Retail environment

4. Knowledge and understanding of the key motivators for Volunteers

Retail Marketing Manager April 2016 Page 4 of 4