Download Analysis and Development

ROLE PROFILE
Job title
Marketing Executive
Reporting to
Senior Marketing Manager
Role family
Management responsibility:
Marketing
Does this role have management
responsibility for others? No
Team contributor
Overall purpose of role
The purpose of the role is to:
 support the Corporate and Members Marketing team in planning and implementing marketing
campaigns and communications plans to support ICAEW’s strategic objectives by working with
departments across the organisation;
 deliver value to our members and corporate initiatives to raise the profile and promote the brand
ICAEW, as a leading business commentator; and
 support the implementation of our brand promotion campaigns and sponsorships programmes.
Main responsibilities of role
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Supporting the Corporate and Members Marketing team and Brand Promotion team in developing and
implementing integrated marketing and communications plans and programmes, using a full range of marketing
techniques and tools.
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Production and timely distribution of branded marketing and communications collateral.
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Creation and management of email and social campaigns, including copywriting, template and content calendar
creation, monitoring and producing post-campaign analysis and reports.
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Data analysis to build understanding of target markets; manipulation of data to produce and maintain mailing
lists.
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Supporting the Corporate and Members Marketing team in partnership management to help embed and develop
key relationships both internally and externally.
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Acting as a point of contact for communication to ensure the effective co-ordination and communication of our
marketing activities.
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Writing and proof-reading marketing communications before final sign off to ensure accuracy, adherence to inhouse style, tone of voice and branding.
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Coordination of meetings, papers and actions/minutes, as well as raising purchase orders. 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 1
 Demonstrate the agreed service standards that apply to your role.
 Treat others as you would like to be treated.
 Connect stakeholders with other parts of ICAEW when necessary.
Level 2
 Understand the environment in which your stakeholders operate and adapt approach accordingly.
 Be proactive in understanding stakeholder needs and identifying solutions to non-standard
tasks/queries.
 Balance the needs of individual stakeholders with the needs of other stakeholders.
 Make suggestions of how the team’s service to stakeholders could be improved.
 Look ahead to anticipate what stakeholders might need and plan accordingly.
BEHAVE WITH INTEGRITY
Level 1
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Build trust by doing what you say you will do and keep confidences.
Be prepared to say if you don’t know and then find the answer.
Admit your mistakes and take responsibility for putting them right.
Communicate openly, directly, honestly and with tact.
Listen carefully, ask questions and check for understanding of what is being communicated.
React promptly, rationally and constructively to feedback and complaints.
Level 2
 Identify and use opinion leaders, experts or other third parties to build support for your proposals and
ideas.
 Demonstrate flexibility of style, approach and timing when influencing others
CREATE EFFECTIVE PARTNERSHIPS
Level 1
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Openly share knowledge, information and skills.
Plan and prioritise your own work effectively.
Be prepared to put in extra effort to get the job done on time and to standard.
Have a positive impact on everyone you come into contact with.
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 React quickly and flexibly to changing circumstances.
Level 2
 Understand the bigger picture beyond your own team/area.
 Maintain focus and optimism under pressure.
 Work well autonomously when appropriate.
DELIVER THE HIGHEST STANDARDS
Level 1
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Demonstrate the standards required for your role.
Take responsibility to identify your further training and development needs.
Be open-minded to feedback, suggestions for personal development and new ways of doing things.
Make suggestions to improve the way we work as an organisation.
Aim to deliver more value than is expected.
Leave a professional and positive image of your department and ICAEW in all your dealings
Level 2
 Learn from success and failures to improve working practices.
 Demonstrate the ability to work on complex and/or multiple projects alongside ‘business as usual’
tasks.
ROLE SPECIFIC TECHNICAL COMPETENCIES
Qualifications and experience
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A good standard of education ideally with a postgraduate marketing qualification
Preferably experience in a B2B or membership environment within a marketing or communications
role.
Key skills
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Practical experience of developing marketing communications plans across the marketing mix
Excellent project and time management skills, with strong print/production/design process
experience
Strong written and verbal communication skills
Developed copywriting skills for different audiences and different media channels eg, magazines,
website, e-newsletters, advertising, social media, presentations, brochures and direct mail
Experience and sound knowledge of media buying, online advertising, PPC and SEO
Excellent attention to detail, especially for proof-reading
Creative awareness, understanding the importance of working within brand/identity guidelines
Capable of negotiating calmly and effectively
Knowledge and ability to support the implementation of strategic marketing plans and understand
how to deliver measurable ROI on activities and performance reports
Excellent digital skills – a good working knowledge of Word, Excel, PowerPoint and Google Analytics
is required along with experience of using a Digital Marketing email system eg, DreamMail.
Personal skills
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Ability to operate confidently across ICAEW and build strong working relationships
Excellent organisational and time management skills
Ability to work on own initiative with the drive and confidence to deliver at the highest level
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Ability to work well under pressure and prioritise tasks where necessary.
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