Head of Marketing and Communications

As Head of Marketing and Communications you will be responsible for developing and delivering the marketing, communications and commercial media strategy of the Association, working closely with other Heads of Department to ensure that it supports the objectives of the membership, policy and education departments. You will manage the marketing and media sales team, coaching and developing their skills, to provide creative, effective and efficient campaigns across the whole spectrum of marketing activities and channels. You will hold editorial ownership of BALI's owned media, together with accountability for the non-subscription income generated through them and through BALI's events and flagship industry projects. You will take ownership of the BALI brand, ensuring that it is protected and nurtured, whilst raising its profile within our audience groups. Principal Duties and Responsibilities:

• Work with colleagues, members and other stakeholders to develop and maintain a strong understanding of the landscaping industry
• Research, develop and deliver the Association's marketing strategy, aligning with the agreed business plan and supporting the objectives of the membership, policy and education departments
• Develop creative, effective solutions to strategic marketing objectives
• Create and implement the annual marketing plan, working to and managing the agreed budget, and to the agreed income targets for the department
• Develop and deliver an internal communications plan that promotes the Association's values, creates engagement and delivers against HR objectives
• Advise colleagues and members (where appropriate) on all aspects of marketing and communications in response to a fluid economic climate, including raising and responding to any opportunities and threats
• Take responsibility for the efficient, high-quality delivery of all aspects of marketing communications, including the performance of your direct reports
• Manage, coach and develop the marketing and media sales team, currently comprising marketing, content and design roles together with the Media Sales and Sponsorship Officer, including setting objectives, performance targets and, where applicable, commission structures
• Take ownership of the BALI brand and the way it is used, represented and nurtured
• Monitor and measure the results of marketing and communications activities against agreed targets and report on progress as required
• Lead the delivery of BALI's flagship industry projects, shows and exhibitions, including major show gardens, the national conference and industry trade shows. This includes project management across member companies, suppliers, designers, colleges and contractors, together with the associated budgets, sponsorship and reporting
• Conduct research with existing members and industry to inform the overall business strategy and help drive relevant marketing activity, including Association surveys
• Manage our media relations, building relationships to create opportunities to raise our profile and support our key messaging
• Select and manage external agencies and suppliers
• Own and grow the Association's non-subscription income from media sales, sponsorship, advertising and commercial partnerships, setting and delivering the annual income target and leading major sponsor negotiations and renewals
• Hold editorial ownership of BALI's owned media, including Landscape News, the Dig Deep podcast and the Association's video output, overseeing editorial planning, production, contributors, external production partners and the commercial packages sold around them
• Own the Association's digital estate, including the website, email marketing platform, social and messaging channels, and marketing data and analytics, taking decisions on channel strategy, governance and the adoption of new platforms and tools
• Work with the membership department to plan and deliver member recruitment and retention campaigns against agreed targets for enquiries, conversions and renewals
• Prepare papers and reports for the Chief Executive, senior management team and Board on marketing and commercial performance, major projects and campaign results Any other duties commensurate with the role. Person Specification: Essential:
• Substantial experience in a senior marketing or communications role, with responsibility for strategy as well as delivery
• Experience of line managing, coaching and developing a small team
• A track record of generating commercial income through sponsorship, advertising, media sales or partnerships
• Experience of producing content across multiple formats, including written, video and audio
• Confident management of both budgets and income targets, with the ability to report clearly on each
• Strong writing and editing skills, and the judgement to protect a brand's voice and reputation
• Experience of delivering complex projects or events involving multiple external partners
• Confidence presenting and reporting at senior management and Board level Desirable:
• Experience of working in a membership organisation, trade association or not-for-profit
• Knowledge of the landscaping, horticulture or wider construction sector
• Publishing experience, whether a magazine, podcast or video channel
• Working knowledge of CRM, marketing automation and analytics tools Why BALI? You'll be joining a passionate team at the heart of the landscaping industry, with the opportunity to play a key role in delivering two of the sector's most important national events. This is a hands-on role where you'll have genuine ownership, work with a wide range of industry stakeholders and help create events that bring the BALI community together.
• Hybrid working arrangements (Location: Landscape House, Stoneleigh Park)
• 37.5 hour week
• Workplace pension
• 22 days annual leave plus 8 Bank Holidays
• Death in Service Benefit 3x annual gross salary
• Health Cash Plan and 24/7 GP service
• Other benefits How to apply Please submit your CV and a covering letter outlining your relevant experience and why you would be suited to the role. Closing date: 14 October Interviews: Week Commencing 19 th October