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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: