Senior Service Development Marketing Manager

Job description

Job responsibilities

This role is pivotal in ensuring that The Childrens Trust is considered the provider of choice, to support children with Acquired Brain Injury (ABI) and Neurodisability across the UK and internationally. The role leads on all business development and services-marketing activities to drive and increase brand awareness, identify and develop new opportunities, and cultivate relationships and partnerships to ultimately increase referrals and achieve income budget across all services offered by The Childrens Trust.

Under the post-holders lead, a cross-organisational team will promote the services of The Childrens Trust to external stakeholders, with a view to increasing brand awareness and referrals across all services, strengthening The Childrens Trust position as the go-to provider, and influence stakeholders, both internally and externally across education, health and social care. This will include leading on creation (in collaboration with the Medical Director, and Business Development & External Affairs Advisor), and implementation of our Business Development Strategy (including ICB engagement plan), strategic leadership and hands-on management of the organisations account-based marketing strategy (key accounts/referrers/funders), as well as services* multi-channel marketing campaigns, providing a proactive and commercial response of the organisations core business income streams and implementing one organisational view of our core child-centred business arrangements.

*For note, this is limited to promotion and marketing of services offered by The Childrens Trust. Fundraising and other marketing activity is outside of the scope of this role, and sits within the organisations central marketing and communications team, which the postholder will work closely with.

This role will be key to developing and maintaining relationships with key external stakeholders including hospital-based & community-based clinicians, commissioners at both integrated care boards and local authorities, with professionals from NHS England at a regional and national level, international embassies, and medico-legal professionals including case managers and lawyers.

Duties and Responsibilities

Strategic Business Development and Services Marketing Activity

In collaboration with the Medical Director, Head of Business Development & Commissioning, and the Business Development & External Affairs Advisors, contribute, (and lead as required), to the development and implementation of a business development strategy to optimise referral-generating activity across all services (existing and new) working with relevant service leads as required.

Provide strategic oversight and hands-on management where relevant to two key parts by harnessing support from colleagues across the organisation as required:

account-based marketing plan (referred to as key accounts) developing, cultivating and stewarding relationships to support referral pipelines across all services, including but not limited to relationships with NHS referrers and funders, local authorities, and private providers/funders.

services marketing plan overseeing the creation, implementation and review of multi-channel marketing activity to both professionals and parents/families.

Oversee the organisations events programme, including hosted events webinars, site visits and tours, showcase events/open days, education events, and conferences, as well as external events conferences, round tables, networking events etc., considering appropriate strategic alignment.

Oversee all event logistical arrangements, providing direct supervision to the Business Development Marketing Officer.

Represent The Childrens Trust externally, at both events and in meetings, ensuring opportunities are maximised and position is optimised, as aligned to the strategy. Consider, in collaboration with relevant colleagues, appropriateness of event attendance and ensure that the attendance is evaluated to demonstrate return on investment (direct and indirect).

Where appropriate, consider and champion co-production of external conferences, including speaker opportunities, to strengthen the organisations position as the go-to provider, and raise the profile of individual members of staff where strategically advantageous.

Work with the Medical Director and other relevant Directors of Services / Leads, Head of Business Development & Commissioning, and Business Development & External Affairs Advisor to support development of robust business cases for new service development, and support effective roll-out, overseeing all business development and marketing requirements.

Work in close partnership with the Business Development & External Affairs Advisor and the Head of Business Development & Commissioning to monitor and analyse the scale of potential demand, the activities of competitors, and the markets (including the statutory commissioning landscape) in which The Childrens Trust operates to identify opportunities to improve our service offering, and highlight risks, providing mitigation options to reduce exposure.

Explore opportunities to align the work of The Childrens Trust with external developments (for example changes in the commissioning landscape, service specifications etc.), maximising opportunities to strengthen our position and grow reach, supported by the Business Development & External Affairs Advisor.

Work alongside the Head of Communications & Marketing and their team, to harness support for the creation and implementation of services marketing multi-channel campaigns which support our referral pipelines.

Oversee the commissioning of services-related marketing briefs internally and externally, to support the implementation of referral marketing activity and demonstrate return on investment.

Own and oversee the organisations portfolio of services-related marketing materials, including web-based content, digital content, and in-print, including existing materials and overseeing the development of new materials as required, harnessing support from the Business Development Marketing Officer.

Stay abreast of and provide, (in conjunction with internal governance team), GDPR guidance to ensure all business development and marketing activity is carried out in line with current legislation (both to consumers and to professionals).

Work with the Head of Business Development & Commissioning to set, manage and monitor the Business Development operational expenditure budget and deliver requirements, to services-marketing and business development spend.

Reconcile monthly transaction listings, including credit card statements, supported by the Business Development Marketing Officer, to ensure effective management of expenditure budgets, producing reports as required.

Work closely with the Medical Director, Head of Business Development & Commissioning, other Services Directors / Leads to drive performance to budgeted activity/occupancy and income targets, ensuring all areas of service are aligned to planned activity.

Support the Head of Business Development & Commissioning to produce realistic and timely income forecasts against targets, and propose, seek approval for and implement mitigation plans to reduce financial risk.

Lead on business development and services marketing activity across all services (existing and new), at a senior level, reporting to the Senior Leadership Team as required, working closely with service leads to inform reporting as required.

Champion the work of The Childrens Trust externally, including frequent representation at external meetings and events, to key stakeholders, taking a senior role in building and maintaining relationships to enhance and maximise opportunities aligned to our strategy, objectives and priorities.

Ensure that those reporting to you (Business Development Marketing Officer) are motivated to achieve optimum performance, in line with The Childrens Trust policies and procedures, standards, goals and strategies.

Drive and support the continuous professional development of those reporting into you, and those you work with as required.

Work in collaboration with the Medical Director, Head of Business Development & Commissioning, Lead Analyst & Impact Manager, and Business Development & External Affairs Advisor on all services-related matters as required, ensuring a multi-disciplinary team approach to maximising opportunities and reducing risks.

Communicate The Childrens Trust strategies and policies to staff; inducting, coaching, training and developing them, whilst ensuring that they receive regular performance and development reviews.

Adhere to the policies and procedures of The Childrens Trust.

Maintain professional boundaries and professionalism at all times.

To undertake other or additional duties that are within your skills and abilities, as the organisation may reasonably require from time to time.

Professionalism

Takes action and raises concerns.

Adhere to the policies and procedures of The Childrens Trust.

Maintain professional boundaries and professionalism at all times.

Committed to demonstrating the organisations values and behaviours at all times.

Person Specification

Qualifications

Essential

• First degree in relevant field or demonstrable equivalent experience.

Desirable

• Post graduate degree or certificate in relevant field.

Experience

Essential

• Experience in a similar role, with significant experience of business development in a healthcare setting.
• Evidence of managing and reporting business development and marketing activities, in a structured way.
• Experience of managing fluctuating demands in a complex environment.
• Demonstrable experience in building relationships with commissioning authorities from scratch.
• Demonstrable experience in building referral/sales pipelines.
• Evidence of and confidence in, managing ambiguity and rapid change.
• Evidence of working with the NHSE, ICBs, Local Authorities and/or the charity sector.

Desirable

• NHS contracting experience.

Skills & Abilities

Essential

• Knowledge of commissioning landscapes or similar.
• Proven relationship management skills.
• Proven ability to build teams, problem solve and delegate.
• Strong analytical skills (market data/ research, funding streams).
• Personal and professional authority and resilience, with the ability to successfully influence a variety of audiences.

Personal Qualities

Essential

• Commitment to the vision and values of The Childrens Trust.
• Flexible and can do attitude to competing commitments in workload.
• Highly motivated and reliable, able to use own initiative within scope of role.
• Ability to cope working in a demanding environment.
• Commitment to maintaining personal wellbeing and the wellbeing of colleagues.

Disclosure and Barring Service Check

This post is subject to the Rehabilitation of Offenders Act (Exceptions Order) 1975 and as such it will be necessary for a submission for Disclosure to be made to the Disclosure and Barring Service (formerly known as CRB) to check for any previous criminal convictions.

Employer details

Employer name

The Children's Trust

Address

The Childrens Trust

Tadworth Court

Tadworth

Surrey

KT20 5RU

Employer's website

https://www.thechildrenstrust.org.uk/jobs (Opens in a new tab)