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Brief for the position of
General Manager
Severn Valley Railway
July 2019
Brief – July 2019 Berwick Partners an Odgers Berndtson company
About the Severn Valley Railway
Severn Valley Railway (SVR) is a heritage railway running for approximately sixteen miles (26 kilometres) between Kidderminster in Worcestershire and Bridgnorth in Shropshire, following the course of the River Severn for much of its route. It is a full-size, standard-gauge railway running steam and diesel hauled passenger trains.
It is one of the most popular railways in the country, with c250,000 passengers per annum largely as day visits supplemented by a strong group and educational market.
SVR is also a prestigious, commercial organisation with a turnover of over £8million per annum. An economic impact survey estimated its regional impact per annum at some £14 million. Income sources are varied. In addition to ticket sales and the secondary spend at six stations, The Engine House Visitor Centre, four cafes and two CAMRA-awarded pubs, there are significant engineering works for locomotives and carriages at Bridgnorth, Bewdley and Kidderminster, which also undertake commercial work for other railways and heritage organisations.
As a not-for-profit PLC, the Railway relies on its own income supplemented by fundraising by the Severn Valley Railway Charitable Trust with whom SVR (Holdings) PLC works closely and whose head office is also in Comberton Place, Kidderminster.
The Railway is largely run by unpaid volunteers who are members of the SVR Company Limited, otherwise known as the SVR Guarantee Company, the head office of which is also in Kidderminster. The vacant post is General Manager of both SVR Holdings and SVR Guarantee Company. The SVR Company Limited also financially support projects which benefit volunteers. Throughout the year, the volunteers operate the train services through undertaking roles at stations, signal boxes and as locomotive drivers, firemen, guards and ticket inspectors. They also manage and deliver a number of key events each year with other volunteer teams looking after the repair and running of the stations. Working members are also part of the management structure, working in tandem with the paid staff team.
The current paid workforce is c88 full time equivalent employees, responsible for locomotive and carriage maintenance and overhaul, operations, commercial activities, track maintenance/ replacement and administrative services. In addition, there are a significant number of casual workers carrying out roles primarily in catering, on-train dining and in the two pubs at Kidderminster and Bridgnorth, which are open throughout the year.
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Vision, Mission and Family Values
Our Vision – The Severn Valley Railway will be a heritage railway of national standing respected in its success in bringing the “golden age” of steam travel to life, for the seamless historic integrity of its locomotives, rolling stock, buildings and structures and generating a real feeling of pleasure and enjoyment to those that visit and within its active supporters.
Our Mission – To enthuse and inspire an affection and understanding in our visitors and staff for the Severn Valley Railway and the bygone era of steam locomotion and heritage diesels through the operation and interpretation of the Railway infrastructure, locomotives, historic carriages and wagons.
Our Family Values – the success of the Severn Valley Railway is entirely due to the dedication, skills and knowledge of the volunteers and paid employees. Our culture reflects the shared attitudes, beliefs and behaviours that we value in each other. These family values define how we will work together to deliver our Vision and Mission through
Passion and Enthusiasm Professionalism A One Team Approach Respect
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The Role
This is an exciting opportunity to lead the Severn Valley Railway into a bright future, building on its position as an important tourist attraction and a leading heritage railway of national importance. SVR is not just a standard-gauge 16-mile railway; the General Manager needs knowledge of, and skills in, a wide breadth of activities, in particular demonstrating commercial and financial acumen.
The role demands a strategic thinker, with an ability to deliver the targets and aims of the Strategic Plan through decisive leadership and management, providing clear explanation for such planning to stakeholders.
Monitoring the financial health of the organisation with the Accountant & Company Secretary is a key activity and we are looking for someone who can take timely and considered decisions, reacting to financial data and performance. In order to continue to increase investment in to the Railway and build up the cash reserve, the postholder will be commercially astute, as the Railway largely relies on its own income generation to support its day-to-day activities and importantly provide high levels of investment in locomotives, carriages, buildings and structures.
Similarly, the role will ensure that the visitor-focused marketing and related PR activities enables Severn Valley Railway to remain the best visitor attraction in Worcestershire and Shropshire.
The breadth of activity of SVR is considerable. The Railway has invested in the creation of a Senior Management Team who report to, and support, the General Manager in running the Railway. These eight direct reports represent the main areas of activity, in Operations, Commercial Activity, Engineering, Human Resources, Sales and Marketing, Financial performance and Infrastructure repair and maintenance. This team look to the General Manager to provide leadership, inspiration, direction and connection to the Holdings and Guarantee Boards of Directors.
The General Manager represents the Railway in dealings with external bodies, supporting the Chairman and Deputy Chairman and the SVR Charitable Trust in developing regional and national advocates with confidence.
Both within and outside the Railway, there will be the necessity to demonstrate excellent communication skills, networking, knowing when to consult and how to bring new ideas and leadership into a complex organisation, inspiring, motivating and working effectively with a variety of stakeholders, and most importantly the 1,700 volunteers who play a crucial role in the operation of the Railway.
At any one time there will be a considerable number of projects to deliver. For example, the Falling Sands Viaduct restoration and interpretation project is funded by Heritage Funding. The three SVR Companies (Holdings, Guarantee Company and Charitable Trust) have a number of significant outputs to deliver. The General Manager plays a vital role in making sure that Holdings objectives are achieved in a timely manner. To do this necessitates working closely with the SVR Company Limited and SVR Charitable Trust.
The General Manager holds the ‘safety case’ (responsibility for operational and non-operations safety) for the Railway and chairs the Safety Committee. Accordingly, a track record and qualifications in safety and risk management is vital. A culture of continuous safety improvement will require constant input and direction from the General Manager.
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The role is a full time (37 hours) post worked five days out of seven day week. Some weekend commitments are inevitable and include attendance, for example, at the SVR Guarantee Company Board meetings, SVR Holdings Company’s AGM and Health & Safety Committee, all of which are Friday evening, Saturday or Sunday. The Senior Management Team rota their attendance at customer special events, which understandably take place at times such as school half terms and summer holidays and over the Christmas period.
Role Description and Responsibilities
Lead the SVR Holdings PLC Board in developing and delivering its strategy to ensure the future growth of the Railway through strong commercial and financial performance. Place the passenger at the heart of the organisation, increasing passenger numbers. Responsible for the safe operation of the Railway. Line Management Responsibility for:-
Accountant & Company Secretary Engineering Services Manager Heritage Support Manager Operations Manager Infrastructure Manager Marketing and Sales Manager Human Resources/Heritage Skills Training Academy Manager Signalling Engineer Personal Assistant to the General Manager
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Strategy/Policy
Lead the development and delivery of strategy, long term and annual plans to meet current and future business requirements. Develop the SVR safety policy and culture as set out in the Health & Safety Policy Statement. Ensure, through key managers, that safety and operating policies are in place to meet legislative requirements in terms of customers, staff and equipment. Ensure the development of commercial and marketing strategies aimed at maximising net income and business profitability. In the context of the Business Plan, develop income and expenditure plans in accordance with the financial objectives of both SVR Holdings PLC and SVR Company Ltd. In consultation with the SVR Holdings PLC and SVR Company Ltd Boards, provide a forward capital plan identifying and prioritising capital expenditure needs, working with the SVR Charitable Trust Fundraising Committee to shape capital fundraising priorities.
Operational Responsibility
Ensure safe and efficient operation of all SVR business activities. Ensure enough resources are in place to meet all operational requirements and that volunteer input is optimised. Ensure tight expenditure control is exercised across all business activities in accordance with the annual budget setting and monitoring process. Control approval of budgetary variations to meet emerging business needs within authorised limits to achieve overall financial targets. Maintenance of operational and technical performance standards. Identify opportunities to improve income, reduce costs and to improve business performance and service quality. Represent the SVR to media, local political leaders, local and national government, and within the community. Maintain liaison and develop positive relationships with Network Rail and other industry partners.
Safety Management Responsibility
Lead and direct SVR's safety management arrangements to maintain a positive safety culture throughout the Group. Ensure the Company complies with the requirements of the Railway & Other Guided Transport Systems (2006) Regulations, Health & Safety at Work etc Act 1974, environmental, health and other relevant statutory instruments. Provide an appropriate and sufficient Safety Management System (SMS) covering all business activities based on risk assessment and continuous improvement. Provide control and monitoring arrangements to ensure the provisions of the SMS are being comprehensively applied.
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Maintain a positive relationship with the Office of Rail Regulation Railway Inspectorate, other industry safety regulators and Network Rail as appropriate. Business Performance
Ensure there are mechanisms, including risk assessments, in place to deliver safe and effective operation of all SVR business activities. Ensure commercial opportunities and revenue streams to support the objectives of SVR are explored, introduced and maximised, underpinned by evidence based business plans. Ensure sufficient resources are in place to meet all business requirements and that volunteer input is optimised.
People Management
With the support of the Board, develop and implement development programmes and empower and develop staff in order to improve the efficiency and effectiveness of the Railway. Develop a people-focused culture across the SVR, promoting the development of team working and collaboration within and across departments aimed at the long-term sustainability of SVR. Lead, direct and support the development of the Senior Management Team including the setting and monitoring of objectives and undertaking regular staff appraisals ensuring a focus on training and development opportunities. Ensure that the management advisory groups are fully involved and participate in the organisation's decision making processes. Ensure sufficient staff are engaged and deployed (volunteer and paid) to meet business requirements within the agreed resources. Ensure effective resource planning to meet current and future business needs including succession planning for key roles. Encourage a culture that welcomes the engagement of volunteers throughout all areas of the business. Ensure effective and open communication processes are in place throughout the business.
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Person Specification
The Railway is seeking an individual with outstanding leadership, management and communication and listening skills. They will demonstrate a proven track record in setting and articulating a vision and managing an organisation through period of change and growth.
Candidates may come from a range of different commercial sectors. Experience of working in a volunteer- led organisation is not essential, but the empathy with and desire to work within a “mixed economy” of paid and volunteer employees is crucial.
Attributes/Personal Characteristics:
Visionary and strategic planning Leadership – including delegative leadership Developing teams and individuals Influencing skills Intellect, integrity and consistency Passion and enthusiasm Drive and tenacity Tactful, resilient and calm under pressure Drive and ambition to innovate and improve Courage Patience Collaborative and collegiate Commercial awareness and financial acumen Managing risk Safety conscious Attention to detail Completer finisher Media savvy Oral and written communicator Emotionally intelligent and self-aware
Essential Experience
Successful leadership in the management of a business operation, delivered in an open and transparent manner. Commercially aware, with an understanding of what makes a successful tourist business, with the ability to understand customer needs and translate these into marketing strategies and plans. An understanding of the obligations arising from Health & Safety legislation and how to apply these and other industry requirements in a transport and engineering environment. Capable of identifying and evaluating issues affecting Health and Safety, including risk techniques, in order to determine policy and actions.
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Capable of shaping, gaining support for and delivering a programme of cultural and organisational change. A high level of financial competence and acumen. Able to understand fully and manage business financial matters.
Desirable experience
Experience of the management of volunteers alongside staff with volunteering experience at an appropriate level gained from working in a public-focussed Heritage/Tourism environment. Has, or is able to obtain, a sufficient knowledge of the rail industry to enable productive links with partners, regulatory bodies and other agencies to be developed and maintained
Skills
High levels of business and commercial awareness High levels of financial literacy Excellent interpersonal skills, able to inspire and motivate a diverse team of individuals including paid staff, volunteers, stakeholders and others Excellent influencing and negotiating skills developed at a senior level Articulate and engaging communicator with excellent presentation, public speaking and writing skills Confident with the press and publicity including TV, radio and other media, even when the message may be unpleasant, complex or complicated Accuracy, attention to detail and the ability and drive to complete and finish tasks Excellent networking skills, developed in a range of settings Personable, approachable and a good listener
Expected Qualifications
Degree level qualifications or equivalent Management/Business qualification or Member of a relevant professional body Safety Qualification IoSH or NEBOSH
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How to Apply
The preferred method of application is online at www.berwickpartners.co.uk/73354
If you are unable to apply online please email your application to [email protected]
All applications will receive an automated response.
For detailed information on how we process your personal data, please review our privacy policy on our website https://www.berwickpartners.co.uk/privacy-policy/
In line with GDPR, we ask that you do NOT send us any information that can identify children or any of your Sensitive Personal Data (racial or ethnic origin, political opinions, religious or philosophical beliefs, trade union membership, data concerning health or sex life and sexual orientation, genetic and / or biometric data) in your CV and application documentation. Following this notice, any inclusion of your Sensitive Personal Data in your CV/application documentation will be understood by us as your express consent to process this information going forward. Please also remember to not mention anyone’s information or details (e.g. referees) who have not previously agreed to their inclusion.
If you have any queries or would like more information in regard to this document please contact:
Will Pringle Partner
D: +44 207 518 2635 M: +44 7515 919 648 [email protected]
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