Download Permanent - NHS Scotland Recruitment

TO APPLY FOR THIS POST CONTACT ASPEN VIA
www.aspenpeople.co.uk/nhsnss Ref G24480
Corporate & Clinical Affairs
(A Division of the NHS National Services Scotland)
Senior Customer Engagement Manager – Market Development
Permanent
Band 8a – Salary Scale: £39,632 - £47,559
Based in Edinburgh or Glasgow
As a vital part of the NHS in Scotland, NHS National Services Scotland’s (NHS NSS)
purpose is to support Scotland’s Health. We do this by providing a range of
specialised support services which we develop and improve in partnership with our
many stakeholders. These include NHS Boards, Scottish Government, other public
sector organisations, our regulators and industry at a national and international level.
We now require to recruit a Senior Customer Engagement Manager to manage the
development, implementation and ongoing management of corporate market
development strategies and supporting processes.
The successful candidate will establish and build effective customer insight and
market development programmes for delivery by other strategic business units and
help to create opportunities for delivering services to existing or new customers.
Critical to the role will be extensive experience of market development within a large
complex organisation and delivering marketing strategies to meet objectives and
customer needs.
For further information on NHS NSS
www.aspenpeople.co.uk/nhsnss Ref G24480
and
the
role
please
visit
If you would like a confidential discussion about the role please call Catriona Mackie
or Katy Gall at our recruitment partners, Aspen People, on 0141 212 7555.
Closing date for completed applications is 12 noon on 1st September 2014
Further information on NSS is available from: www.nhsnss.org .
NHS National Services Scotland is the common name of the Common Services Agency for the Scottish Health Service.
NHS National Services Scotland is an equal opportunities employer.
Candidates with disabilities who meet the minimum selection criteria will be guaranteed an interview.
PERSON SPECIFICATION
Job Title
Senior Customer Engagement Manager – Market Development
Job Reference
NPCCAS024
AfC Band
Band 8a
Requirement
QUALIFICATIONS
Essential
Desirable
Educated to degree level or equivalent
with a postgraduate qualification in
marketing, customer relations or
equivalent field
TRAINING
EXPERIENCE
Extensive experience in a senior
marketing role within a large complex
organisation
Understanding of
costing and
budgets
Extensive experience of delivering
marketing strategies to meet objectives
and customer needs
Project
management
Significant experience of developing,
maintaining and delivering customer
intelligence programmes and delivering
successful market development
programmes to meet organisational
objectives
PERSONAL QUALITIES
Excellent verbal and written
communication skills, including
the ability to simplify and
communicate complexity
Excellent technical marketing
skills matched with high levels of
creativity
Strong understanding of customer
and marketing dynamics and
requirements gained through
work experience
Demonstrable business acumen
and experience of creating
market development plans, based
on sound and insightful customer
intelligence that creates business
opportunities
Highly developed influencing,
negotiating and facilitation skills
The maturity and professional
knowledge to operate at all levels
Line
management
Requirement
Essential
Desirable
within NHSScotland and the
wider Scottish public sector
Vision and imagination and
should be change, action and
results oriented
GENERAL
Ability to operate under pressure
with a high level of personal
integrity.
Creativity and
innovation
Strong understanding of customer
and marketing dynamics and
requirements.
Wide ranging
knowledge of
the strategic
direction and
priorities for
NHSScotland
JOB DESCRIPTION
1.
JOB DETAILS
Job Holder
Vacant
Job Title
Senior Customer Engagement Manager – Market Development
Immediate Senior Officer
Associate Director of Customer Engagement & Marketing
Division
Corporate & Clinical Affairs
Location
Flexible, but must be based from an NSS site
2.
JOB PURPOSE
To manage the development, implementation and ongoing management of corporate marketing
strategies and market development processes. To establish and maintain systems and processes
for continuous market analysis and research ensuring the organisation is mobilised to satisfy the
needs of its various stakeholders.
To establish and build effective market development programmes for delivery by other SBUs and to
create opportunities for delivering services to existing (health boards) or new (pan public sector)
customers. Be the key contact for customer intelligence and marketing development activity across
and ensure appropriate capability building to enable SBUs to engaging with its multiple stakeholders
in a consistent way.
3.
DIMENSIONS
NSS provides a diverse range of health, care and support functions for the NHS in Scotland.
NSS employs approximately 3,500 staff (comprising medical, nursing, technical, scientific,
management and administration staff, located in 24 sites across Scotland) with associated revenue
costs of approx. £600m.
The postholder works as part of the customer engagement team whose remit is to manage the day
to day operation of NSS’s marketing and customer engagement strategy.
The postholder will share responsibility for a budget of approximately £350k covering staff and
associated costs and is jointly accountable for the effective use, monitoring and management of
the budget. Additionally they will have responsibility for the direct line management of managers
within the Customer Engagement team.
The postholder maintains a professional overview of, and ensures the provision of advice and
guidance to those responsible for market developing within Strategic Business and Functional
Units.
4.
ORGANISATION CHART
5.
ROLE OF THE DEPARTMENT
National Services Scotland’s core purpose is to deliver effective national and specialist services
which enable and support improvements in the health and well being of all the people of Scotland. It
delivers these services through its Strategic Business Units.
The Customer Engagement team is responsible for the development and ongoing management of
NSS’s marketing strategy and all customer engagement and relationship management to help
ensure NSS is able to enhance a customer and partner focus in line with its strategic goals.
The department will be responsible for developing cross cutting processes for NSS that will support
delivery to its various stakeholders and ensure the Strategic Business and Functional Units deliver
against NSS strategic goals.
6.
KEY RESULT AREAS
1. Manage the strategic direction of market development and customer intelligence for NSS
(typically over a 5 year period). In so doing, ensure that customer needs are met through
understanding the customer and stakeholder landscape, creating market development
programmes that build opportunities for existing and new customers to fully utilise NSS
service and product offerings.
2. Responsible for systems and processes for continuous customer analysis and research to
ensure the organisation is mobilised to meet the needs of its customer base.
3. Responsible for creating and supporting NSS and SBU market development activity across
a range of channels to ensure awareness of NSS and its services and to ultimately
increase utilisation of NSS services.
4. Develop and manage a customer engagement portal that establishes a single view of the
customer and creates a pathway to a customer relationship management (CRM) system.
The portal will need to include a new customer engagement index to assess satisfactions
with NSS services, an intelligence platform of customer information and a contacts
management system.
5. Working in conjunction with SBU senior leaders, use customer intelligence to direct and
shape SBU customer strategies ensuring service priorities are adjusted as necessary to
take into account evolving customer requirements.
6. Lead marketing activity aimed at building a positive reputation for NSS. Produce
appropriate market development plans in conjunction with stakeholders to drive awareness
and understanding of NSS services and to create opportunities for delivering our services
to public sector customers beyond health.
7. Provide training, development support, advice and guidance. Identifying, developing
and delivering training and training materials and delivering this material through
appropriate methodologies for a range of staff groups and scenarios. Addressing
development needs of individual SBU leads, groups of staff at SBU, Corporate and
Board level and at Regional and National level within and beyond NSS. Training and
development will be delivered frequently due to the nature of the role, turnover of
staff and need to constantly engage with current and new customers.
8. Identify opportunities for NSS to add value to customers by raising awareness of our
service offerings and how this might align to help our stakeholders and customers succeed
in delivering their objectives through identifying and developing best practice and customer
case studies to communicate successes and stimulate collaboration.
9. Support the creation and management of a Brand & Marketing Plan for NSS that will be
reviewed regularly. Create internal and external networks of contacts and groups to
support stakeholders and to help innovate, deliver and develop service offerings aligned to
Plans.
10. Manage market development performance and impact via KPIs. Support the assessment
and evidencing of return on investment of any additional value add services.
11. Ensure effective delivery of multiple complex workstreams by ensuring timescales are met
by engaging with and influencing key stakeholders.
12. Identify and promote new market development and customer intelligence initiatives which
protect and exploit NSS’s expertise.
13. Prepare, negotiate and obtain budgetary agreement from internal and external sponsors,
ensuring that active controls are set to monitor ongoing expenditure, and taking corrective
action to ensure spend remains within agreed levels.
14. Recruit, manage, motivate and develop high quality staff to ensure they can meet new
challenges and adapt to the significant continuing technological and cultural changes
taking place within NHS Scotland and its partners. Responsible for ensuring a consistent
approach to customer engagement throughout NSS.
15. Deputise for the Associate Director where required; ensuring customers’ service delivery
requirements, issues and challenges are always front of mind.
7.
ASSIGNMENT AND REVIEW OF WORK
Work will largely be influenced by the NSS Board, Customer Engagement Feedback and Horizon
Scanning. Specific requirements will be generated by the Board and Associate Director of
Customer Engagement and Marketing.
The Post holder will be accountable for progress within the identified areas of responsibility. The
post operates autonomously within this framework and is expected to function as a source of
expertise and advice with regards to marketing and customer engagement.
The postholder has the professional credibility and authority to direct SBU senior leaders to
review and re-prioritise service delivery in response to customer requirements.
The postholder participates in the formal function performance appraisal scheme with annual
objective setting and takes a proactive approach to the formulation of a personal development plan
which supports the maintenance of their specialist knowledge required. The Associate Director of
Customer Engagement will undertake evaluation of results and objectives.
The postholder will be required, through the intelligence they build with customers, to act as
advocate and champion for customers within the Board and across NSS. They will be expected to
challenge Board Directors/practice/policy etc. where there is evidence that they do not meet the
needs of the customer. Where it is necessary, they will do this with the support of and in liaison with
the Associate Director of Customer Engagement and the Director of Corporate & Clinical Affairs. For
the most part they will have full autonomy and be expected to progress this agenda unhindered to
ensure that customer needs are being met as fully as possible.
8.
COMMUNICATIONS AND WORKING RELATIONSHIPS
The postholder must have a high degree of professional and personal credibility coupled with very
highly developed communication and interpersonal skills that will enable them to develop and sustain
positive and proactive working relationships with Directors and senior management across both NSS
and its stakeholders and thereby to direct and shape NSS service delivery to meet customer need.
The postholder has a pivotal role in driving forward activity within SBUs that arise from NSS’s
customer engagement process - where for example, NSS performance in aspects of market
development is not meeting customer expectations or where further developments in service
awareness could enhance customer satisfaction. They will also be responsible for identifying and
then increasing awareness and consideration of NSS by new customers and stakeholders and to
build trust and confidence through good marketing practice.
The postholder will be required to lead organisational understanding and adoption of best in class
market development and customer intelligence activity with SBU Directors, senior managers and
clinicians in a manner which persuades them to review and, as necessary, alter current provision.
This will require highly developed communication and interpersonal skills. The postholder will be
involved in negotiating in extremely sensitive and contentious situations where there may be
competing management priorities and distinct differences in opinion amongst professionals due to,
for example, resistance to customer requirements, disagreement about problem diagnosis/resolution,
lack of consensus over priorities and competing service demands etc.
The role will require the post holder to provide high quality written and verbal briefings and to
undertake presentations in relation to NSS and its services to a range of external stakeholders and
various SBU and Functional Unit Senior Management Team Meetings. This will include
communicating decisions and other key information that may be unwelcome and met with resistance.
The post holder will be required to provide and receive highly complex data and information to
and from a wide range of internal staff and external agencies, ensuring highly effective
communication both verbally and in writing, to support the customer engagement and marketing
strategy of NSS.
The main contacts of the post are:
Internal


Chief Executive
Executive and Strategic Business Unit Directors
External
9.


Senior Managers
Clinicians and other professional staff




SGHSC
Other Scottish Government Directorates
Directors/Senior Management/Clinicians in NHSS Boards and other Agencies
Other Public Sector organisations
MOST CHALLENGING PART OF THE JOB
To determine the most crucial needs of key customers and communicate them effectively to the
organisation and work collaboratively with the Strategic Business Units to ensure delivery of services
which best meet customer needs.
Promoting a culture of proactive customer service achieved through horizon scanning, and
responding to feedback and complaints driving service improvement and change.
To effectively translate the needs of the customer within and across NSS facilitating
negotiations/discussions on possible prioritisation and/or future service changes to match service
solutions to customers’ needs.
10.
SYSTEMS
Advanced knowledge of use and practical application of MS office software, and other customer
relationship management and bespoke software tools, in particular for collation, analysis and
presentation of data.
Uses mechanisms for gathering customer feedback e.g. customer surveys and on line systems,
championing the use of technology in engaging with customers and stakeholders. The postholder
identifies, develops, implements and utilises appropriate systems and software to enable the
gathering of customer feedback e.g customer survey and online systems, championing the
use of technology in engaging with customers and stakeholders.
11.
WORKING ENVIRONMENT AND EFFORT
Physical Effort
The post holder will be expected to work at a desk with a computer and regularly move to
different locations to meet with customers and stakeholders. This may require the carriage of
documents and lap top computers. The post holder will also need to travel to SGHSC and NHS
Boards and other public sector organisations to attend meetings.
Mental Effort
Prolonged, intense and very regular periods of concentration for developing and analysing detailed,
critical and often confidential reports, plans, business cases, briefing papers and research data.
Frequent expectation of interruption in order to deal with other issues which may require an
immediate response; frequent requirement for the postholder to work to demanding timescales.
Ability to sustain mental effort and attention required to chair strategic working groups and to
participate in other key meetings; ensuring discussions remain focused and balance of views
extracted.
Emotional Effort
Occasional exposure to distressing or emotional circumstances in relation to staff discipline and
grievance matters.
Exposure to critical and challenging opinions may be frequent as their will be a regular requirement
to have difficult and challenging conversations/discussions.
12.
ENVIRONMENTAL / WORKING CONDITIONS & MACHINERY AND EQUIPMENT
The post holder will be provided with a modern office space which is heated and ventilated in
accordance with extant NHSS guidance. There is no requirement to operate equipment or
machinery beyond that found within a well equipped office e.g. telephone, computer, photocopier,
printer and projector.
Standard keyboard skills.
13.
QUALIFICATIONS AND/OR EXPERIENCE SPECIFIED FOR THE POST
Essential Criteria

Educated to degree level or equivalent with a post graduate qualification in marketing,
research or equivalent field

Extensive experience in a marketing role within a large complex organisation

Extensive experience of delivering marketing strategies to meet objectives and customer
needs

Significant experience of developing, maintaining and delivering customer intelligence
programmes and delivering successful market development programmes to meet
organisational objectives

Excellent high level verbal and written communication skills, including the ability to simplify
and communicate complexity

Excellent technical marketing skills matched with high levels of creativity

Strong understanding of customer and marketing dynamics and requirements gained through
work experience

Demonstrate business acumen and experience of creating market development plans, based
on sound and insightful customer intelligence that creates business opportunities

Highly developed influencing, negotiating and facilitation skills

The maturity and professional knowledge to operate at all levels within NHS Scotland and the
wider Scottish public sector

Have vision and imagination and should be change, action and results oriented

Understanding of strategic direction and priorities for NHS Scotland
Desirable Criteria
In addition competency requires to be evident in relation to:
 Costing and budget-holding for specific projects
 Project management
 Creativity and innovation

14.
Line management
JOB DESCRIPTION AGREEMENT
A separate job description will need to be signed off by each jobholder to whom the job description
applies.
Job Holder’s Signature
Date
Head of Department
Signature
Date
Title
HR Department will check job description format and content and then send the job description to the
AfC Team
HR Representative’s Signature
Date Job Description Agreed: