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Job Title
Marketing and Communications Manager
Reports to (Job Title)
Director of Communications
Location
Bristol
Department
Communications
Job purpose
The Soil Association depends on effective communications with our
business and corporate partners. We work with them to promote
organic principles, develop policy and campaigns, and protect our
brand and values. We also work for them – working to drive growth
in the organic market and raise awareness of the Soil Association
Symbol.
The role of Marketing and Communications Manager is critical in
ensuring that we get these relationships and important strategic
communications right. Working across the organisation, we need an
outstanding marketer who can maintain strong links with businesses
of all sizes; has the credibility to brief on trade and marketing issues;
and the confidence to lead marketing strategies for membership and
corporate support.
Key areas of responsibility include:
 Developing, delivering and evaluating communications and
marketing strategies for business stakeholders
 Leading on marketing initiatives, such as Organic September,
Food Awards and the Organic Market Report
 Developing other strategies to grow the organic market and
raise awareness of the Soil Association Symbol
 Working with our Trade Consultant and Business Development
Director on marketing and trade briefings, including presenting
latest market data to business audiences
 Embedding strong relationships with target media, particularly
trade and consumer press
 Identifying potential corporate partners to work with Soil
Association and support our work
 Ensuring our membership potential is fully leveraged through
effective relationships with our licensee and business partners
Key Relationships
Director of Communications
CEO – Soil Association Certification
Trade Consultant
Business Development Director
Innovation Director
SA Certification Managers
Head of Membership and Supporter Services
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Key Responsibilities
Strategy
Develop and implement communications and marketing strategies
aimed at maximising the promotion of Soil Association Certification,
and the work of the Soil Association charity, to our key business
and corporate partners, using all available communications
channels.
Work with our Director of Communications, Trade Consultant and
Business Development Director to strategically develop the Soil
Association’s brand, particularly with business audiences, supporting
our work to become ‘certifier of choice’.
Develop strategy for, and identify, potential corporate sponsors and
supporters for the Soil Association’s work, campaigns and
membership.
Marketing, branding and PR
Proactively market the benefits and values of organic and the Soil
Association symbol to consumer and trade audiences, including the
media.
Ensure key messages and values of the Soil Association are
communicated consistently and effectively to licensees and other
key stakeholders.
Work with our Trade Consultant and Business Development Director
on regular briefings for key business and the media, including
leading marketing presentations, and the annual Market Report;
develop capacity in SA Certification to ensure regular, timely media
and marketing briefings.
Develop and maintain strong relationships with trade and consumer
media to raise the profile of the Soil Association and licensee
achievements.
Lead work with key partners (such as ASA and Organic Trade
Board) on legal framework for key marketing messages.
Lead key annual marketing events such as Organic September and
the Organic Food Awards, and develop other opportunities to
maximise profile-raising opportunities for the Soil Association.
Develop and manage promotional literature, advertisements,
brochures and communications aimed at promoting the benefits of
organic production; to include developing social media strategy for
SA Certification.
Oversee the production of SA Certification’s newsletter, Certification
News.
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Undertake and review market research on organic, and other areas
of strategic marketing importance to the group.
Corporate Relations
Develop and maintain relationships with businesses and key
personnel involved in the marketing of organic products, and
organisations that are key influencers on Soil Association activities
and strategy; ensure the Soil Association is responsive to the
changing needs of this stakeholder group; ensure their views are
regularly reported to key SA staff; engage them in initiatives that
support the development of the organic market and promote the
objectives of the Soil Association; ensure their needs are
mainstreamed into Soil Association account management best
practice.
Lead in the communication of Soil Association policy and campaign
work to businesses and other key stakeholders, in order to
maximise their engagement with our philosophy and values.
Support the development of effective stakeholder management
systems that deepen our connection with existing supporters and
reach out to new audiences.
Departmental
Ensure contribution to effective internal communications
management so that colleagues are fully briefed on marketing
priorities and messages
Work with the wider Communications team to protect and enhance
the reputation of the Soil Association group.
Drive stronger links between our licensees and our membership
team.
Undertake other duties as agreed by the Director of
Communications
Qualifications
Knowledge & Experience
Educated to degree level or equivalent experience
CIM or relevant marketing experience
Extensive experience of developing marketing strategy and
techniques
Proven experience of stakeholder management
Experience of communications across the ‘mix’ – including social
media
Creative and entrepreneurial approach to work
Knowledge of the issues with which the Soil Association as an
environmental campaigning organisation promotes, including
sustainable organic food and farming would be an advantage.
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Personal qualities & skills
Personal qualities
Ability to work on own initiative and under pressure, meeting tight
deadlines.
Outstanding networker, able to maintain and build an extensive
range of contacts and maintain high credibility with business
contacts.
Ability to work within tight financial constraints.
Flexible and adaptable.
Able to prioritise.
Ability to work well as part of a team.
Empathy with the values, aims and objectives of Soil Association.
Skills
Proven marketing and business development expert
Outstanding verbal and written communication skills
Excellent interpersonal skills
Computer literacy and word-processing skills
Highly motivated and organised
Salary
£31,972, Grade D
Contract type/length
Permanent
Hours of work
37.5 hours per week, Monday to Friday 9.00 - 17.30 with 1 hour for
lunch. Frequent travel required for external meetings.
Probationary period
6 months
Notice period
1 month
Holidays
27 days per annum plus bank holidays, rising to 30 after 5 years.
Pension
Contributory pension after 3 months
Produced by (name)
Helen Browning, reviewed by Georgina McLeod.
Date
July 2012, reviewed January 2013.
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