Senior Creative And Digital Marketing Manager

Job summary This exciting new role willwork collaboratively across our Integrated Care System, to support the deliveryof sector leading marketing activity to transform health and care across Humberand North Yorkshire, supporting people who live and work in the region to startwell, live well, age well and end life well.The role will lead thedevelopment, implementation and evaluation campaigns as part of the marketingstrategy while championing and developing the ICBs brand and identity.
The role will have oversightand responsibility for all marketing campaigns and will establish Humber andNorth Yorkshire Health and Care Partnership as the go-to resource for peoplelooking for information, advice and guidance on health and care.The role will lead on thedevelopment and delivery of all creative concepts for campaigns within the ICB.This will include brand and campaign design projects across multiple channelsincluding digital.The role will lead and drivemarketing excellence so that we build greater support and engagement with ouraudiences.
Main duties of the job The role will lead thedevelopment, implementation and evaluation of integrated marketing campaigns, acrossthe health and care system in Humber and North Yorkshire.The role will have oversightand responsibility for all marketing campaigns and digital channels, the ICBbrand (sub and associate brands) and will establish Humber and North YorkshireHealth and Care Partnership as the go-to resource for people looking forinformation, advice and guidance on health and care.The role will lead and developa passionate and multi-skilled team, responsible for delivering multi-channelcampaigns and sector leading digital marketing activity.The role will be responsiblefor developing a deep customer understanding and using this insight to developcreative concepts and campaigns to drive engagement, action and behaviouralchange.The role will also beresponsible for developing compelling narratives and creative concepts.The role will influence andpersuade executive and senior teams on the most effective marketing approachfor the organisation, advising colleagues up to executive level on all aspectsof marketing to improve the ICBs external and internal reputation and todeliver behaviour change.
About us Imagine a future whereeveryone in Humber and North Yorkshire has an equal chance to live a long,happy and healthy life a future where every child has the best start in life,where the next generation has the opportunity to thrive, and where people livehealthy, independent lives for as long as possible.
Thats our purpose why weexist, why we do what we do.In particular, we areambitious to narrow the gap in healthy life expectancy by 2030 and increasehealthy life expectancy by five years by 2035.
Achieving it will challenge andtest us; but if we perform at our best as individuals and together, as a single,joined-up ICB at the heart of our health and care system we can improve thelives and futures of the million people living in Humber and NorthYorkshire.That means caring deeply aboutthem and their lives.
It means building closer connections with each other, ourcolleagues and partners.
And it means innovating to find new solutions and waysof working that will help us make a bigger difference to people, faster.We care.
We connect.
Weinnovate.
Every day, in the decisions we make and the actions we take.
Theseare our values.This is a key role on theCommunications, Marketing and Engagement Directorate.
This knowledgeable andambitious team aims to put voice at the heart of all work to drive meaningfulengagement and behaviour change with the people we serve.The team works in an agile andhybrid way, coming together in person regularly.
Job description Job responsibilities Therole will work collaboratively across the ICS to support the delivery of sectorleading marketing (social and digital) activity to transform health and careacross Humber and North Yorkshire, supporting people who live and work in theregion to start well, live well, age well and end life well.Humberand North Yorkshire Health and Care Partnership has a bold ambition to deliverimproved outcomes for our population.
The voice of our people is at theheart of realising this ambition.Therole will lead the development, implementation and evaluation of integratednational campaigns, as well as targeted ICB led campaigns as part of the marketingstrategy while championing and developing the ICBs brand and identity.
This will include developing some long termsplans, which impact across the ICB and wider System, as well as planning and organisinga broad range of complex programmes, which may need adjustment and iteration.Therole will have oversight and responsibility for all marketing campaigns, theICB brand (sub and associate brands) and will establish Humber and NorthYorkshire Health and Care Partnership as the go-to resource for people looking forinformation, advice and guidance on health and care.Therole will lead on the development and delivery of all creative concepts forcampaigns within the ICB.
This will include brand and campaign design projectsacross multiple channels including digital.Therole will be responsible for developing a deep customer understanding,identifying and filling gaps in existing knowledge using a range ofmethodologies (in partnership with the Business Intelligence team) and generatingactionable insights to inform marketing plans.
Workingin partnership with colleagues across Communications, Marketing and Engagement,the role will be responsible for establishing and implementing evaluationframeworks, recommending the most appropriate methods for measuring the impactof our activity on business goals.Therole will also be responsible for developing compelling narratives on ICB marketingperformance for senior stakeholders, Executive and the board.Therole will influence and persuade executive and senior teams on the mosteffective marketing approach for the organisation, advising colleagues up toexecutive level on all aspects of marketing to improve the ICBs external andinternal reputation and to deliver behaviour change.Therole will lead and drive marketing excellence so that we build greater supportand engagement with our audiences.
Person Specification Qualifications Essential Educated to masters' level in marketing, advertising, communications or equivalent level of knowledge and experience Extensive knowledge of marketing, campaigns or communications strategy acquired through a Evidence of continuing professional development Possess advanced level Design skills with a proven track record of developing and delivering stand-out / award winning brand and campaign design projects across multiple channels including digital.
In depth understanding of campaign planning techniques including insight generation, creative development, media planning, optimisation and evaluation Detailed understanding of strategic marketing practices and methods Specialist knowledge of effective communications Knowledge of the marketing sector and agency landscape in Humber and North Yorkshire Knowledge of Social Marketing as a distinct discipline Knowledge of customer relationship management practices and related data protection standards Desirable A qualification in behaviour change Graded membership of a relevant professional body (CIM/CIPR) Knowledge of behaviour change theories used in health promotion practice Knowledge of the public health system and public sector partners An understanding of the determinants of health and health behaviour Experience Essential Experience of health or wellbeing related marketing, communication and engagement within an in-house or agency team Significant experience of leading the campaigns and communications element of a brand, product, service or significant area of work at a regional or national level Experience of working on campaigns designed to promote positive behaviour change Evidence of having developed and implemented campaign and engagement plans around complex or sensitive issues Experience of producing creative briefs and managing creative processes, liaising with a range of colleagues and suppliers Experience of undertaking public, staff and stakeholder engagement and/or involvement Responsibility for budget monitoring Conducting desk research, data and market analysis, and commissioning research, including customer segmentation Developing rich customer understanding, generating actionable insights to inform strategies Working in a strongly customer-orientated environment Influencing customer behaviour through marketing and the application of behavioural science Evaluating marketing activity using a range of methodologies, including econometrics, behavioural studies and modelling Using learnings to drive continuous improvement Writing business cases and managing budgets Highly developed written and oral communication and presentation skills, able to communicate effectively with a range of stakeholders The ability to influence, persuade, negotiate with, motivate and inspire others Analytical skills including the ability to interpret data and research, working with rigour and a strong attention to detail Experience of championing diversity and inclusion and promoting actions to make improvements as well as experience of creating diverse and inclusive teams that are motivated and inspired to work together to achieve a common objective Desirable Experience in the use of formal project management methods Experience of leading campaigns and communications activity for the NHS Skills and competencies Essential Excellent written and verbal communications skills, including writing for different individuals.
High level numeracy skills and ability to manipulate data Highly skilled at using digital marketing tools such as Google analytics, tag manager, hoot suite etc.
Ability to interact with people working at different levels, including senior leadership Effective presentation skills to large audiences where political judgement and sensitivity is key Decision making skills where budget and resource considerations are involved Excellent planning and organisational skills Ability to plan digital communications and campaigns based on sometimes conflicting interests and perspectives and provide specialist advice to other members of the team and organisation Digitally literate with an ability to use a range of systems for a range of purposes ( word processing, presentation, web content management, social media management, data analysis).
Emotionally resilient maintaining a calm and professional demeanour.
Ability to work on own initiative and organise workload.
Desirable User Experience and/or User Interface optimisation skill