Head of Brand, Communications & Marketing

Job Description for

Title:                                    Head of Brand, Communications & Marketing

Accountable to:                 Director of Income Generation & Marketing

Responsible for:                Marketing Team, Volunteers

Location:                            Home Based with occasional travel to National Office
(Leamington Spa)

Contract Type:

         Permanent

Working Hours:

         Full Time - 35 hours per week, part-time considered

Benefits:                             £40,000-£44,000;  25 days holiday plus bank holidays (pro rata),

Pension scheme, Flexible working arrangements

About the role

Life has evolved its brand significantly in recent years, but one thing remains unchanged: our
unwavering commitment to supporting women throughout their pregnancy journey.
– and we recognise that as a society, we can and must do better for pregnant women and
young families. We do the real, on the ground, practical work that enables women to explore
their circumstances, overcome barriers, and make informed choices should they want to.
. We’re recruiting for an experienced Head of Brand, Communications and
Marketing Manager to steer us in the next stage of our journey. This is an exciting and
pivotal role requiring the confidence to launch our brand into the public sphere;  where the
primary focus will be to maximise both supporter and beneficiary acquisition , significantly
increasing our reach, impact and sustainability.

Key Responsibilities

Reporting to the Director of Income Generation & Marketing and managing a small team of
two, the Head of Brand, Communications and Marketing will:

•  Lead and evolve Life’s brand strategy, ensuring clarity, consistency and

impact across all channels

•  Confidently position and amplify our brand in the public sphere
•  Develop and deliver an innovative digital  marketing strategy that drives

measurable growth

•  Oversee the innovation, creation and delivery of campaigns and projects

that:

•  Reach and engage women (and others) who need our vital support
•  Develop high-quality leads
•
•  Recruit and retain supporters and volunteers
•  Use  insight,  data  and  performance metrics to  continuously  refine  and

Increase donations  and customer engagement

strengthen marketing effectiveness

•  Provide  inspiring

leadership  and  development  to  a  small,  high-

performing team

•  This role requires a strategic thinker with strong execution capability —
someone who can combine creativity with commercial awareness, and
mission-driven storytelling with measurable results.

Main purposes of the role:

Leading on Strategy

•  To lead on the development and implementation of the Life Brand & Communications

Strategy, working closely with the Director of Income Generation.

•  To ensure the development and implementation of a marketing strategy in

conjunction with the team.

•  To proactively lead the Marketing & Comms Team to deliver the strategy, to build our

influence, brand and grow awareness. To line manage these team members.

•  To raise the profile of Life amongst key target audiences - including beneficiaries,
families, supporters (fundraising, volunteer, retail), professionals  and the general
public - developing attractive campaigns, content and engagement opportunities  and
an annual  plan that command media attention and coverage.

•  To develop and implement both beneficiary and supporter acquisition  strategies,

growing our number of beneficiaries and growing our supporter base.

•  To develop digital and media uptake, working with key media contacts to shape

major fundraising and influencing campaigns, content and build our brand voice.

•  Ensure excellent marketing & PR support for services; seeking to strengthen our

voice and influence thinking around pregnancy, parenthood, adoption  and baby loss.

•  To work closely with the leadership  team and HR to support internal  communications
aims helping to drive a culture of innovation and positivity, consistent with our value.

•  Media Relations and Public Relations: Manage media inquiries,  interviews, and press

coverage to ensure consistent and positive representation.

•  To lead on Credibility & Reputation Management: Manage issues related to the
charity's reputation, working closely with Services, Fundraising, HR, and senior
leaders to mitigate risks.

Digital Strategy

•  To lead on the development and implementation of the digital strategy.

•  Plan and execute Life’s digital marketing, including SEO, SEM, content and inbound
marketing, email, social media, video, campaigns, and digital  advertising (e.g. social
paid advertising, PPC advertising) in collaboration with the wider Marketing
Team, to increase Life’s digital footprint, deliver professional marketing standards,
and drive Life’s growth in beneficiary acquisition, income generation, and supporter
acquisition.

•  Create effective user funnels and optimise conversion rates (such as through AB

testing), tracking user behaviour in order to refine processes.

•  Deliver excellent copywriting across digital channels.

•  Manage or help manage marketing communications campaigns to achieve

campaign objectives.

•  With the Marketing Team, be a guardian of the Life brand, ensuring correct,

consistent, integrated,  and effective use of our branding, tone of voice, and house
style internally and externally.

•  Ensure all digital  information is accurate, up to date, and relevant.

•  Deliver excellent graphic design, such as in different digital campaigns, emails, social

media posts, digital  collateral, and print collateral as required.

Website

•  Help manage and develop the website, including conversion rate optimisation,

landing page optimisation,  user journey optimisation,  ensuring imagery and videos
are correct, traffic generation through excellent SEO and content, and analytics.

Social media

•  Create and deliver a social media plan that aligns  with and enhances the

effectiveness of Life’s overall marketing strategy.

•  Create engaging  social media content and schedule the delivery of this content.

•  Set up and optimise social paid advertising.

•  Monitor social media communications and respond in a timely and appropriate

manner.

Testing and analytics

•

Identify competitor tactics, market trends, and new opportunities and challenges.

•  Use data to gain audience insight, to increase conversion rates and achieve excellent

stakeholder experience.

•  Measure and report performance of all digital marketing activities and assess  against

goals / KPIs.

Other

•  Any other duties commensurate with the level of position and grade.

Key achievement areas:

•  Communications Strategy and Leadership: Develop and execute a brand &

communications strategy and annual plan to significantly enhance our visibility and
reputation within the community and beyond, aligning with the charity's objectives
and identity.

•

Internal Communications: Lead internal communication efforts to inform and engage
employees on the charity's vision, strategy, culture and key initiatives, ensuring  a
confident and positive representation  of the charity that is in line with our brand and
language used from all internal stakeholders.

•  Content and Messaging Development: Oversee the creation of compelling content

across various platforms to reach key audiences, ensuring all messaging aligns  with
the charity's core values and tone of voice, with a particular emphasis on digital
communication development including social media and website content.

•  Stakeholder Engagement: Develop and maintain relationships  with external

stakeholders, including sector partners, community organisations, and statutory
bodies.

•  Oversee the development of brand guidelines,  Case for Support and other language
documents: Ensure brand is adopted and consistent  across all communications,
collaborating with internal  teams to align efforts with organisational  goals.

•  Budget Management: Oversee the department's budget, ensuring efficient use of

resources.

Personal responsibilities:

•  The post holder must assume responsibility  for their own professional and personal
development (supported by Life where appropriate) to ensure their continuing
competence to deliver Life’s requirements.

•  A key component of development is being fully aware of regulatory and legal

requirements impacting on operational  services and ensuring that all staff within
those services are aware of and deliver their individual responsibilities

Safeguarding Children & Adults at Risk of Harm:

Safeguarding is everyone’s responsibility,  and all employees are required to act in such a
way that at all times safeguards the health and wellbeing of children and adults  at harm of
risk.

Familiarisation  with, and adherence to, the appropriate organisational  Safeguarding policies
and any associated guidance is an essential  requirement of all employees as is participation
in related mandatory/statutory training.

All employees must ensure that they understand and act in accordance with this clause. If
you do not understand exactly how this clause relates to you personally, then you must seek
clarification from your immediate line manager as a matter of urgency.

Equally, all managers have a responsibility to ensure that their team members understand
their individual responsibilities  with regards to Safeguarding Children and Adults at Harm of
Risk.

All staff are expected to:

•  Work towards the charity’s aims and objectives, and uphold it’s vision and mission

•  Operate in line with our core workplace values which are:

-  Humanity – All people are special and equal

-  Solidarity – We’re with you and for you

-  Community – We’re better together
-  Charity – Doing good for one another

-  Common Good – Building a better world

•  Demonstrate respect for others and value diversity
•  Act responsibly regarding the health and safety of themselves and others

•  Focus on the beneficiary and customer, both internally and externally, at all times

•  Make an active contribution to develop the service
•  Learn from, and share experience and knowledge

•  Keep others informed of issues of importance and relevance

•  Consciously review mistakes and successes to improve performance
•  Act as an ambassador for the charity and always maintain professional standards

•  Use discretion and sensitivity and be aware of issues requiring total customer

confidentiality

•  Demonstrate a flexible approach to their work

•  Abide by and take responsibility for the obtaining,  storage, processing and sharing

of any personal data within the meaning of the General Data Protection Regulations
2018 and as defined in the relevant Life policies for all aspects of service delivery
and working practice, paying particular attention to the protection of personal
information in any form and by whatever means it is accessed by you.

In addition,  all managers and supervisors will be expected to:

•  Value and recognise ideas and the contribution of all team members
•  Coach individuals to perform to the best of their ability
•  Delegate work to develop individuals in their roles and realise their potential
•  Provide support, feedback and guidance to all team members and encourage

their team to achieve work/personal life balance

Charitable Ethic & Fundraising:

Life relies on voluntary income to deliver our vital services. As a result, all staff and
volunteers are required to have a charitable ethic, ensuring  we are careful with our donor’s
funds and representing the best value for money in everything we do. This includes being an
ambassador for fundraising, retail and marketing when we represent Life in each of our
roles; looking for funding opportunities to pass onto the income generation team as well as
taking a personal  interest in supporting income generation for Life.

This job  description  is not necessarily an exhaustive list  of duties  but is intended  to reflect a
range of duties the post holder will perform. The job description will be reviewed regularly and
may be changed in consultation with the post holder.

Post title: Head of Brand, Communications & Marketing

Personal skill characteristics

Values & Behaviours

Essential
(Tick)

Desirable
(Tick)

Ability to demonstrate, understand  and apply our workplace
values. These are embedded in all roles and employees must
evidence their attitudes/behaviours

Committed to the vision, mission and values of the charity

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Leadership

Ability to lead a Brand, Communications and Marketing
Team in delivering the required strategic aims and
everyday requirements of the department

  Business Management / Service Delivery

Knowledge of the methodology of how to raise the profile
of an organisation  amongst key target audiences

Experience of building influence, brand and awareness

Experience of leading an organisation  through a brand
and profile change
Experience of leading on Credibility & Reputation
Management, including Crisis Communications
Experience of leading on Media Relations and Public
Relations
Experience in horizon scanning for new
products/ideas/developments  within digital marketing
Extensive experience of designing, delivering and
reporting on digital  marketing and
communication activities.
A thorough understanding  of GDPR, ICO and other
relevant regulations

Strategic Ability / Innovation

Experience of development and implementation of a brand and
communications strategy
Experience of managing the development and implementation
of a marketing strategy

Experience in creating and delivering a digital
marketing and communications strategy
Experience in horizon scanning for new
products/ideas/developments  within digital marketing

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Experience / Knowledge / Qualifications

At least 5 years of experience in digital marketing and
communications, and able to demonstrate relevant professional
experience within the charity sector.

Proven experience of creating and monitoring budgets

  Communication

Strong verbal and written communication skills

Communicates effectively and openly at all levels

Experience of communicating effectively with a wide range of
people to identify their needs, preferences and demands
Ability to promote the charity to a wide range of individuals and
external contacts

Personal

Commitment to quality, customer service, best practice and
best value in all aspects of the charity’s operation

Ability to work with people at all levels

Positive outlook and approachable personality

Ability to work on own initiative

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Handles pressure of meeting deadlines  and supports others
where possible

Ability to prioritise workload and plan time

Commitment to own personal and professional  development

Ability to motivate others and work as part of a team

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Approved By:

Approved Date:

Internal Use Only

Issue No:

Review Date: