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JOB DESCRIPTION – ZSL Brand Manager
Job Title:
ZSL Brand Manager
Proposed Structure
Head of Marketing
ZSL Whipsnade Zoo
Brand Manager
ZSL
Brand Manager
ZSL London Zoo
Brand Manager
Brief outline of the job
Reporting to the ‘Head of Marketing’ the ZSL Brand Manager will be responsible for
strategic planning, development and implementation of consumer marketing activities to
promote the ZSL Brand. The ZSL Brand manager will work closely with the development
team, conservation programmes, the Zoos and IOZ to develop brand marketing
strategies, implementation plans and campaigns to build the ZSL brand awareness,
understanding and support.
Reporting to the Head of Marketing, this role is responsible for the ZSL brand strategy
and implementation of the annual brand plan to achieve the brand strategy. The role is
responsible for development and implementation of consumer related brand marketing
activities including campaigns. This role will be responsible for ZSL brand management
and pending a review of the sub-brands will also have responsibility for brand
management and marketing activity for ZSL IoZ and CP sub brands.
The post holder will work with the Head of Marketing to develop a 5 year brand strategy
for the ZSL Brand which will underpin development of increased awareness,
understanding and support for the consumer charity brand of ZSL. The role will have
KPIs under the brand awareness, understanding and support – including any fundraising
KPIs to help support the Development Department achieve their fundraising objectives.
As well as working very closely with the other BMs and the wider marketing,
communications and commercial team, the ZSL Brand Manager will be expected to work
closely with the Development Department, Conservation Programmes, The Institute of
Zoology and Discovery & Learning – ensuring these key stakeholders have input into the
brand strategy and annual marketing plans.
Key responsibilities are:
 Creation and continual development of the rolling 5 year brand strategy for ZSL
 Annual marketing brand plan to effectively realise the brands strategy
 Development and management of the ZSL brand marketing budget
 Liaising with key stakeholders, in particular the Development Department,
Conservation Programmes, The Institute of Zoology and Discovery & Learning –
ensuring these key stakeholders have input into the brand strategy and annual
marketing plans to achieve clearly defined KPIs.
 Initially building a brand strategy to outline the potential growth in awareness,
understanding and support of the ZSL brand to demonstrate a business case for
investment.
 Manage and communicate brand guidelines for the ZSL Brand throughout the
organisation
 Create marketing and communication tools for use across all channels to
promote effectively the ZSL Brand
 Achieving business KPIs as outlined in the annual brand plan.
 Development of the sub brand identities and brand plans.
 Define key audience segment profiles for the ZSL brand
 Define the optimum marketing mix as to implement the annual brand plan
including the use of ZSL owned or earned media across: PR / CRM / Online /
Social / Communications teams.
 Ensure brand presence is increased in key touch-points including across our
sites, offices (both in the UK and overseas) at conferences and events and
through our staff and volunteers.
 Develop a ZSL brand events strategy and plan for ZSL – which incorporates
building the ZSL brand through ZSL events such as symposia and lectures
through to increased brand presence at key science and conservation events.
 Work with partners to leverage the ZSL brand through existing and new third
party partnerships – both in terms of conservation activities in the field and
across all areas of ZSL
 Develop ZSL messaging, tone of voice and core objectives for these key parts of
the marketing mix
 Working closely with creative agencies to develop creative ideas for the ZSL
Brand
 Identifying new opportunities with the corporate and development teams to raise
the profile of the ZSL Brand with third party partnerships
 Work with the brand managers at both Zoo’s to develop a ZSL brand strategy for
visitors and members for London and Whipsnade
 Monitor and improve visitor experience and engagement with ZSL brand. Map
customer journey and seek to promote ZSL in all areas of the journey from previsit, zoo arrival and welcome, through to visitor services on site including
experience of catering, retail outlets, facilities, shows, exhibits, play and exit and
post visit. Identify and action improvements and brand awareness or fundraising
opportunities.
 Day to day account management of creative, media and print agencies ensuring
that projects come in on schedule and within budget.
 Represent ZSL within key external bodies and at key conferences and events
 Compiling, analysing and distributing financial and statistical information
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Carrying out market research and brand score / engagement surveys to assess
satisfaction, demand, brand positioning and awareness. Interpreting market
research and making informed recommendations.
Taking part in the Visitor Experience Manager (VEM) scheme for Whipsnade and
London with discussion with ZSL customer services team. VEM minimum 5 days
per annum at weekends. Experiencing the zoo at weekends is essential so ability
to work some weekend days is important. Occasional weekend work (in
exchange for time off in lieu) is also required for events and OB’s.
KNOWLEDGE AND EXPERIENCE
Vocational and technical skills:
Experience of spreadsheets and financial reporting is essential. Marketing experience is
also essential along with hands on approach. Experience of charity brand campaigns
and brand management is desirable.
Experience:
A minimum of two years marketing experience gained in a brand marketing environment,
or charity fundraising is required. Ideally will have ability to demonstrate how they have
improved brand awareness and managed effective brand campaigns with demonstrable
results.
Interpersonal skills:
The job-holder needs a confident professional manner and well developed interpersonal
skills. Ability to work well in cross department teams as representative of marketing
function. The job-holder must be able to work effectively on own as well as in a team.
RESPONSIBILITIES
Human resource management:
There will be no direct human resource line management, although the job holder will be
expected to work closely with colleagues from within and without the marketing
department and other teams.
Communication:
Strong written and oral communication skills across a number of audiences including
consumer, agency and internal are essential in this role.
Liaison:
The job-holder will be required to liaise regularly with all departments and at all levels
within the organisation, as well as with external companies and agencies. The ability to
present ZSL confidently and effectively to all levels of personnel is essential.
MENTAL DEMANDS
Judgement and decision making:
The job-holder should plan their own work and priorities to meet the objectives of the
marketing plan, using knowledge and experience. Major decisions with cost implications
will be discussed with the Head of Marketing and Director.
Original thought and problem solving:
The candidate must demonstrate a good understanding of market research and have an
analytical pre-disposition, excellent planning and finishing skills with attention to detail
are also very important.
Concentration:
A high level of attention to detail is required, particularly when planning and
implementing budget control.
Flexibility:
The job-holder must be flexible in their approach in order to be able to change plans in
line with events and opportunities.
Working conditions:
The job-holder will be located at ZSL London Zoo.