Download Act responsibly

TEMPLATE ROLE PROFILE
Job title
Head of International Marketing
Reporting to
Head of International & Member Marketing
Role family
Management responsibility:
Marketing
Does this role have management
responsibility for others? No
Strategic leader
Overall purpose of role
To build a strong international brand and reputation for the ICAEW by developing and delivering effective
marketing strategies and promotional plans, working closely with the regional teams, to achieve corporate
objectives.
To lead and coordinate the marketing approach, ensure brand consistency and promote best practice
across the international regions outside the UK.
Support Regional Directors and staff responsible for marketing and business development.
Main responsibilities of role

Lead on an overall approach to international marketing planning and make proposals that support
corporate objectives. Work with the Regional Directors and their teams to develop strategic
international marketing strategies that support international growth and brand profile

Develop market entry/strategic marketing plans to extend our reach in our international regions
beyond our immediate office locations

Make proposals for effective brand positioning internationally to give ICAEW competitive
advantage, including potential channels to market such as conferences, partnerships and
advertising

Provide marketing leadership and guidance to international teams to help develop skills and
knowledge, best practice and encourage sharing of ideas. Delivering a consistent approach.
Identify potential resource requirements and provide a link with UK teams

Lead on marketing proposals in order to develop the international brand of ICAEW and build profile
and reputation across all regions, including Chartered Accountants Worldwide outside the UK

Lead on the international development and profile for Economic Insight, raising understanding of
ICAEW and its' members as representing a business agenda

Lead the international marketing community through regular meetings and organise annual
event(s), ensuring this creates a cohesive approach with head office towards meeting marketing
strategy and messaging

Specific duties will vary from time to time in line with the business needs
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BEHAVIOURAL COMPETENCIES
The behavioural indicators listed under each competency are indicative of the types and levels of
behavioural competence expected for the role. This is not an exhaustive list however, to be in line with these
expectations staff should demonstrate a broad range of these behaviours, with no serious omissions.
ACT RESPONSIBLY
Level 2
 Ensure that processes are in place to meet agreed service standards.
 Be proactive in understanding stakeholder needs and identifying solutions to non-standard
tasks/queries.
 Challenge poor service focus in others.
 Proactively seek feedback from stakeholders and use this to improve services.
Level 3
 Work actively to increase the overall value of our brand.
 Build partnerships with key stakeholders that maximise mutual value and benefit.
 Actively collaborate with other areas of ICAEW to ensure the delivery of the full spectrum of capabilities
to stakeholders.
 Raise awareness and shape the views and opinions of industry experts.
BEHAVE WITH INTEGRITY
Level 2
 Set and communicate high standards of behaviour and lead by example.
 Demonstrate flexibility of style, approach and timing when influencing others
Level 3
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Establish strong credibility based on honesty and consistency.
Demonstrate a style of leadership that is based on influencing skills rather than being directive.
Be visionary and inspire and engage others in the development and implementation of strategies.
Anticipate and diffuse conflict to reach agreement.
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 Demonstrate a powerful, convincing communication style
 Demonstrate ICAEW’s values
CREATE EFFECTIVE PARTNERSHIPS
Level 2
 Delegate responsibility and decision making to ensure the best use of resources and the development of
skills.
 Share information, knowledge or resources to support the achievement of other teams’ objectives..
.
Level 3
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Demonstrate cooperation, collaboration and partnership behaviours.
Champion the free flow of ideas and create open channels of communication across ICAEW.
Develop and lead high performing teams to deliver our strategic objectives.
Bring teams together to work for the overall benefit of ICAEW.
Create and sustain a culture where individual and team achievement and behaviour are encouraged,
recognised and rewarded.
 Successfully manage a wide portfolio of responsibilities to achieve successful outcomes.
DELIVER THE HIGHEST STANDARDS
Level 2
 Set appropriate quality standards and continuously monitors the team/area’s work to ensure quality
standards are being met.
 Identify or adapt ways in which working processes can be streamlined to achieve higher levels of
effectiveness.
 Understand external trends and developments in own and related professional areas and make
recommendations on how these could be applied in practice.
Level 3
 Nurture a culture where people are motivated to achieve premium quality and continuously improve
what they do.
 Lead by example in demonstrating a commitment to delivering the highest professional, technical and
ethical standards.
 Foster an environment that encourages creativity experimentation, innovation and risk taking without
fear of blame.
 Address poor performance or inappropriate behaviour, when appropriate.
 Recognise and develop the knowledge and skills required to make ICAEW successful in the longer term.
ROLE SPECIFIC TECHNICAL COMPETENCIES

Previous experience of working as a senior manager is essential

Solid experience in marketing planning/strategy in a business to business environment, and
able to lead and manage a strategic process.

Previous international experience including a practical approach to planning, organising and
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implementation of marketing communications.

Experience of working across functional boundaries in a large organisation

Line management experience including managing and motivating a small team, setting
objectives and performance management

Excellent project management and time management skills.
Other

Excellent Word, Excel and Powerpoint skills.

Strong interpersonal skills and ability to build relationships and influence staff at all levels

Highly developed verbal and written communication skills

A good standard of education with a professional marketing qualification
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