Download Key accountabilities

Job Profile
Job title
Marketing Executive
Responsible to
Marketing Project Manager
Responsible for
N/A
Job purpose
To contribute to the CIPD’s membership recruitment
targets (in particular Experience Assessment),
through the development and delivery of marketing
plans and campaigns. Support marketing projects
manager to deliver sponsorship revenue targets and
ensure coverage for research and content outputs.
Key accountabilities
1.
Support the Marketing Project Manager in planning, developing and executing
annual marketing plans (using online, offline and social channels), ensuring
that key target groups are selected and appropriate channels used .All activity
to be delivered on time and within budget.
2.
Develop marketing copy (for print and online) that clearly communicates the
key marketing messages to the relevant target groups. All copy supplied must
be tailored for the audience and/or channel used.
3.
Ensure all materials are consistent, relevant, timely and cost-effective. To work
within the CIPD’s brand guidelines to produce marketing materials that are
dynamic, innovative, relevant and engaging. Ensuring that all items created
meet the needs of customers, internal stakeholders and third party deliver
partners.
4.
Support the development of the relevant areas of the website by ensuring that
content is kept up-to-date and they’re being used effectively to support
marketing activity.
5
Capitalise on cross marketing opportunities by working closely with colleagues
in the marketing team.
6.
Produce regular analysis on campaigns and make recommendations to
improve the effectiveness and enhance the customer experience.
7.
Support the Corporate marketing team to plan, develop and execute marketing
campaigns that membership recruitment through other routes, eg Affiliate
membership, international membership etc.
8.
To work closely with the Marketing Project Manager to effectively recruit and
Job profile – Marketing Executive
Nov13
manage strategic partnerships that add value to the CIPD and support revenue
targets. To ensure that marketing activity is delivered in accordance to the
contractual agreements.
9.
To support the Marketing Project Manager to deliver marketing support to the
HR Practice Development and Public Policy teams as and when required. 10.
Support marketing manager in ensuring appropriate promotion of research and
content outputs.
Nature and scope
The role of the jobholder is to provide professional, efficient and proactive marketing
activity to help deliver the CIPD’s strategic objectives. The jobholder can expect to
work on a wide and varied range of projects that will require strong marketing, project
management and communication skills.
They will need to collaborate with and provide marketing direction to a range of
internal colleagues, many of whom may be inexperienced in marketing techniques.
The jobholder must be capable of presenting a positive image of CIPD at external
events and in their dealings with external suppliers. A good level of business and
financial awareness is desirable.
Contacts
Internal
Membership (including Experience Assessment)
Marketing, communications and digital
Database marketing
External Affairs
Customer Services
HR Practice and Development (i.e. Research)
Public Policy
External
Customers
CIPD members/Branch officials
Experience Assessment delivery partners
Agencies (media, design and web)
Trade journals and publishers, including PPL
CIPD research partners
Online content partners
Dimensions, i.e. job facts and figures
Financial
Experience Assessment has been allocated a
significant marketing budget in 2013/14 so
awareness of marketing budgets, spend and targets
is crucial
Knowledge, qualifications and experience
The jobholder should be of graduate calibre, with a CIM Postgraduate Diploma in
Marketing (or IDM equivalent), with sound marketing knowledge. Previous
experience of marketing in a membership organisation and/or experience of
disseminating information to a professional audience and/or managing
Job profile – Marketing Executive
Nov13
partners/sponsors are also desirable. The jobholder should have well developed
marketing skills with knowledge of all the elements of the marketing mix. Strong
project management and organisational skills are required to manage multiple
projects to time, cost and quality.
Excellent people skills are required to enable the jobholder to work with a wide range
of internal and external customers. The jobholder should be a strong team player
with sound communication, negotiating and interpersonal skills.
The jobholder must have good computer literacy including knowledge of Microsoft
Word, Excel and Office, as well as being familiar with web technology.
The job holder is required to demonstrate appropriate levels of competence and
behaviours against CIPD’s values and core competencies.
Our values are: purposeful, agile, collaborative and expert.
Our core competencies are: business awareness and professional excellence;
leading myself and others; customer centric; problem solving and decision taking;
building and maintaining strong relationships; continuous improvement and
innovation; and driven to deliver.
Full details of our values and competencies will be provided at induction.
Signatures
Job holder
Date
Manager
Date
Last updated
Date
Job profile – Marketing Executive
Nov13