Job summary
Each year, 1 in 4 people in the UK experience mental ill health. In Kent and Medway, we provide specialist care to those who need it most. Caring for over 2,000 people in our hospitals and 54,000 in the community annually.
We are about to enter an exciting new chapter as we bring to life our new brand identity and change our name later this year. Our new identity brings clarity, consistency and confidence for our patients, staff and partners; helping us define our services clearly, create a more inclusive and accessible brand, and position ourselves as experts in specialist mental health care.
As the Brand and Digital Communications Manager, you will lead and manage the development, implementation, and growth of our new brand and digital communication channels so we are recognised as a great place to work, be cared for, and partner with. You will oversee the development of a new public website, ensuring it's accessible, user-friendly and compliant with our brand and NHS guidelines.
You will also lead the growth and management of our digital channels: website, intranet, social media and email. You will manage a multidisciplinary team, aligning digital communications with strategic objectives.
As a leader in the communications team, you will work closely with executive colleagues, staff, clinical teams and partners. You will advise and lead on digital communications, ensuring our content and brand is engaging, accessible and impactful for various audiences.
The post holder must hold a full, valid, UK driving licence and have access to a car/vehicle to use for business purposes (unless you have a disability as defined by the Equality Act 2010).
Main duties of the job
Brand Management & Identity.
Implement new brand identity: ensure buy-in, consistent application, and brand governance. Maintain plain English voice. Lead WCAG 2.2 AA accessibility for all digital comms. Recommend strategy improvements.
Digital Comms & Content.
Develop and execute digital strategies (website, intranet, social media, email) to boost engagement. Lead accessible website launch (brand/WCAG aligned). Oversee content, monitor trends, enhance UX/accessibility. Build a plain English digital library for patients/staff. Lead measurable digital campaigns.
Team Leadership.
Manage digital, design, and video specialists: provide leadership and development. Set standards, allocate resources. Deputise for the Head of Comms and Marketing as needed.
Stakeholder Engagement.
Build strong internal/external relationships to shape brand/digital strategies. Collaborate for regulatory/info governance compliance. Support identifying stories for digital channels. Oversee external suppliers.
Data & Analytics.
Utilise analytics tools to monitor, evaluate, and report on digital comms effectiveness, driving improvement. Conduct NHS standard audits. Manage social media monitoring/policy, including staff training. Analyse data for insights.
Financial & Resource Management.
Manage digital/brand comms budget, adhering to procurement rules. Oversee supplier contracts for cost-effectiveness. Prioritise and allocate resources for project delivery.
About us
Come and work with us in the Garden of England where we combine exceptional professional development opportunities with a tremendous quality of life.
We are Kent and Medway NHS and Social Care Partnership Trust (KMPT), providing mental health, learning disability and specialist services, serving 1.8 million people in Kent and Medway, as well as specialist services for adults in Sussex and Surrey. We are rated Good overall by the CQC.
Each year we care for over 2,000 people in our hospitals and 54,000 people in the community.
We are proud to employ over 3,800 people from 66 nationalities, and to serve an increasingly diverse range of communities across rural and urban areas.
You will be joining friendly, passionate colleagues, rich in their diversity, who are committed to providing excellent care to our service users and their loved ones.
The nature of our work attracts kindness and compassion as standard and everyone from our cleaners and porters to the chief executive and chairman are recognised as playing a vital role in providing an exemplary service.
Our strategyOur mission is what we set out to do every dayWe deliver brilliant care through brilliant people
Our vision is where we want to be in the futureTo provide outstanding care and to work in partnership to deliver this in the right place, for every service user, every time.
Check out our recruitment videos Recruitment - YouTube
Job description
Job responsibilities
Key result areas:
Lead the trusts brand and digital communications, ensuring clarity, consistency, and accessibility across all channels and audiences.
Shape and embed our new brand identity and name, including voice, tone, style and brand guidelines, to strengthen our reputation and engagement with internal and external audiences.
Lead the development of a new public website that clearly communicates our services, attracts talent, hosts accessible patient information, and meets statutory and legal requirements.
Ensure WCAG 2.2 AA accessibility standards are embedded across all digital channels, championing inclusive and accessible communications across the trust.
Oversee the creation of a digital patient literature library, ensuring it aligns with our new identity, is easy to navigate, and meets accessibility standards.
Develop and grow our digital communication channels, including the public website, intranet, social media, and email, ensuring they align with the trusts priorities and audience needs.
Work with internal communications and wider stakeholders to embed the new intranet, improving adoption, engagement, and the organisation of internal policies and procedures.
Develop, implement, and evaluate with internal and external communication managers an outcome-focused digital communications strategy, aligning with the trusts objectives to increase engagement and raise our profile.
Oversee digital communications, brand, design, and video content, ensuring it is high-quality, audience-focused, and compliant with our identity and NHS brand guidelines.
Manage a high-performing digital, design, and multimedia team, providing leadership, guidance, and professional development to deliver impactful communications.
Advise and support colleagues across the trust on brand and digital communications, helping them use digital and social media effectively to achieve their goals.
Influence senior and trust-wide colleagues in brand and digital best practice negotiating how to embed new and better ways of working.
Manage marketing projects and campaigns, from briefing and storyboarding to execution and evaluation, ensuring they align with strategic objectives.
Seek opportunities to share our digital expertise across the NHS, exploring ways to generate income through digital, design, and video services.
Please see the attached job description for full details of the main duties and responsibilities of the role.
At KMPT, we are serious about diversity and inclusion, and we are working hard to build this into our DNA. We warmly welcome applications for any of our roles from people from diverse backgrounds, and we are proactively encouraging applications from under-represented communities for our more senior roles, like this one.
Job description
Job responsibilities
Key result areas:
Lead the trusts brand and digital communications, ensuring clarity, consistency, and accessibility across all channels and audiences.
Shape and embed our new brand identity and name, including voice, tone, style and brand guidelines, to strengthen our reputation and engagement with internal and external audiences.
Lead the development of a new public website that clearly communicates our services, attracts talent, hosts accessible patient information, and meets statutory and legal requirements.
Ensure WCAG 2.2 AA accessibility standards are embedded across all digital channels, championing inclusive and accessible communications across the trust.
Oversee the creation of a digital patient literature library, ensuring it aligns with our new identity, is easy to navigate, and meets accessibility standards.
Develop and grow our digital communication channels, including the public website, intranet, social media, and email, ensuring they align with the trusts priorities and audience needs.
Work with internal communications and wider stakeholders to embed the new intranet, improving adoption, engagement, and the organisation of internal policies and procedures.
Develop, implement, and evaluate with internal and external communication managers an outcome-focused digital communications strategy, aligning with the trusts objectives to increase engagement and raise our profile.
Oversee digital communications, brand, design, and video content, ensuring it is high-quality, audience-focused, and compliant with our identity and NHS brand guidelines.
Manage a high-performing digital, design, and multimedia team, providing leadership, guidance, and professional development to deliver impactful communications.
Advise and support colleagues across the trust on brand and digital communications, helping them use digital and social media effectively to achieve their goals.
Influence senior and trust-wide colleagues in brand and digital best practice negotiating how to embed new and better ways of working.
Manage marketing projects and campaigns, from briefing and storyboarding to execution and evaluation, ensuring they align with strategic objectives.
Seek opportunities to share our digital expertise across the NHS, exploring ways to generate income through digital, design, and video services.
Please see the attached job description for full details of the main duties and responsibilities of the role.
At KMPT, we are serious about diversity and inclusion, and we are working hard to build this into our DNA. We warmly welcome applications for any of our roles from people from diverse backgrounds, and we are proactively encouraging applications from under-represented communities for our more senior roles, like this one.
Person Specification
Experience
Essential
- Substantial experience developing, delivering and evaluating digital communications strategies and campaigns
- Significant experience in leading digital communications and brand strategies within large, complex organisations.
- Experience in leading digital communications team within complex organisation
- Proven expertise in strategic digital communications, including web, social media, email, and intranet management
- Substantial experience of creating and using brand to engage and involve customers, staff and partners
- Significant experience in a digital communications, brand, or marketing role within a large, complex organisation
- Experience managing and leading teams in a fast-paced environment, providing support, guidance, and professional development
- Experience managing relationships with external suppliers
- Experience working with a team to set priorities, goals, objectives and timescales
- Experience managing projects and continuous improvement, including website/intranet development.
- Experience in leading digital transformation projects, including the development of new digital communication strategies and platforms.
- Experience handling highly sensitive and complex information and making recommendations on handling reactive issues across digital platforms, including social media.
- Experience empowering colleagues to use digital communications to achieve their desired outcomes .
- Demonstrable experience in working with senior leaders to align digital communications with strategic business goals and organisational priorities.
Desirable
- Experience creating content for NHS patients and staff
- Experience of using relevant software and systems to deliver the role including (but not limited to) Adobe InDesign, Photoshop, Illustrator, Microsoft, analytical tools, content management systems
- Track record in developing and securing income through digital services and projects
Skills
Essential
- Ability to express ideas effectively, both verbally and in writing, appropriate to the audience and to influence to gain support.
- Ability to measure performance of digital communications, brand and design. Use the results of user feedback/pilots to improve user experience and comms and use analytical tools and techniques to identify influencers and better target audiences.
- Ability to share digital and social media expertise across a wider team and organisation.
- Ability to demonstrate flexible and creative thinking, and to develop strategic communications solutions.
- Ability to ensure digital communications and brand objectives complement and support organisational priorities.
- Ability to achieve value for money by managing and maximising resources, suppliers and contracts.
- Ability to set standards for digital communications, brand and design. Provide overall editorial control to ensure appropriate content, messaging, tone and consistency in all communication.
- Excellent judgement and political understanding.
- Line management skills to inspire and motivate colleagues
Desirable
- Proficiency with design software (e.g., Adobe Creative Suite, Canva) and digital production tools.
- Experience in managing and developing digital innovation and transformation initiatives
- Strong communication and presentation skills, with the ability to present to senior stakeholders and deliver training.
Knowledge
Essential
- Excellent brand, marketing and digital communications knowledge, covering best practice and requirements.
- Proven expertise in strategic digital communications, including web, social media, email, and intranet management.
- Excellent knowledge of the digital landscape and emerging trends.
- Excellent understanding of social media and the way this can be used to engage internal and external audiences.
- Knowledge of NHS communications and brand standards, with an understanding of public sector accessibility, data governance, and confidentiality requirements.
- Strong knowledge of WCAG 2.2 AA accessibility standards and experience in ensuring compliance across digital platforms and content
- Comprehensive understanding of plain English guidelines and the importance of tone of voice, with the ability to apply these effectively across a wide range of digital communications.
Desirable
- Understanding of the NHS and the healthcare sector.
- Knowledge of NHS governance processes relevant to communications, such as patient confidentiality.
- Familiarity with multimedia content creation (video, design tools) and managing cross-functional teams.
Qualifications
Essential
- Degree, or other equivalent qualification, or equivalent in experience (which can be demonstrated as relevant and requiring similar competencies) in digital marketing, digital communications or brand marketing.
Desirable
- Continuous professional development and learning in the digital communications sector.
- Professional qualification or training in management
- Professional qualification / training in design
Person Specification
Experience
Essential
- Substantial experience developing, delivering and evaluating digital communications strategies and campaigns
- Significant experience in leading digital communications and brand strategies within large, complex organisations.
- Experience in leading digital communications team within complex organisation
- Proven expertise in strategic digital communications, including web, social media, email, and intranet management
- Substantial experience of creating and using brand to engage and involve customers, staff and partners
- Significant experience in a digital communications, brand, or marketing role within a large, complex organisation
- Experience managing and leading teams in a fast-paced environment, providing support, guidance, and professional development
- Experience managing relationships with external suppliers
- Experience working with a team to set priorities, goals, objectives and timescales
- Experience managing projects and continuous improvement, including website/intranet development.
- Experience in leading digital transformation projects, including the development of new digital communication strategies and platforms.
- Experience handling highly sensitive and complex information and making recommendations on handling reactive issues across digital platforms, including social media.
- Experience empowering colleagues to use digital communications to achieve their desired outcomes .
- Demonstrable experience in working with senior leaders to align digital communications with strategic business goals and organisational priorities.
Desirable
- Experience creating content for NHS patients and staff
- Experience of using relevant software and systems to deliver the role including (but not limited to) Adobe InDesign, Photoshop, Illustrator, Microsoft, analytical tools, content management systems
- Track record in developing and securing income through digital services and projects
Skills
Essential
- Ability to express ideas effectively, both verbally and in writing, appropriate to the audience and to influence to gain support.
- Ability to measure performance of digital communications, brand and design. Use the results of user feedback/pilots to improve user experience and comms and use analytical tools and techniques to identify influencers and better target audiences.
- Ability to share digital and social media expertise across a wider team and organisation.
- Ability to demonstrate flexible and creative thinking, and to develop strategic communications solutions.
- Ability to ensure digital communications and brand objectives complement and support organisational priorities.
- Ability to achieve value for money by managing and maximising resources, suppliers and contracts.
- Ability to set standards for digital communications, brand and design. Provide overall editorial control to ensure appropriate content, messaging, tone and consistency in all communication.
- Excellent judgement and political understanding.
- Line management skills to inspire and motivate colleagues
Desirable
- Proficiency with design software (e.g., Adobe Creative Suite, Canva) and digital production tools.
- Experience in managing and developing digital innovation and transformation initiatives
- Strong communication and presentation skills, with the ability to present to senior stakeholders and deliver training.
Knowledge
Essential
- Excellent brand, marketing and digital communications knowledge, covering best practice and requirements.
- Proven expertise in strategic digital communications, including web, social media, email, and intranet management.
- Excellent knowledge of the digital landscape and emerging trends.
- Excellent understanding of social media and the way this can be used to engage internal and external audiences.
- Knowledge of NHS communications and brand standards, with an understanding of public sector accessibility, data governance, and confidentiality requirements.
- Strong knowledge of WCAG 2.2 AA accessibility standards and experience in ensuring compliance across digital platforms and content
- Comprehensive understanding of plain English guidelines and the importance of tone of voice, with the ability to apply these effectively across a wide range of digital communications.
Desirable
- Understanding of the NHS and the healthcare sector.
- Knowledge of NHS governance processes relevant to communications, such as patient confidentiality.
- Familiarity with multimedia content creation (video, design tools) and managing cross-functional teams.
Qualifications
Essential
- Degree, or other equivalent qualification, or equivalent in experience (which can be demonstrated as relevant and requiring similar competencies) in digital marketing, digital communications or brand marketing.
Desirable
- Continuous professional development and learning in the digital communications sector.
- Professional qualification or training in management
- Professional qualification / training in design
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.
