Director of Brand Development

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Director of Brand Development

The Director of Brand Development is responsible for the health, strength and direction of the Premier brand family. You will enable Premier's media brands to realise their full potential, in line with our strategic plan. You will propose and lead strategies that create growth and maximise impact. By developing the core value proposition for each brand, rooted in our mission, combined with a clear understanding of the customer and routes to market, you will create and execute effective multi-channel marketing campaigns. You will ensure that each brand's story is conveyed in a considered, consistent, and compelling way that inspires others to engage. By owning the branding framework, you will ensure our brand's essence resonates authentically with our internal teams and external stakeholders.

KEY TASKS

• Defining brand Key Performance Indicators and linking these to the commercial success for the organisation.
• Responsible for the development of brand strategies, including the proposition, positioning, guidelines, personas, target audience, and story.
• Development and stewardship of Premier's distinctive brand assets.
• Work in a collaborative way, engaging internal stakeholders to ensure alignment, successful delivery and support for brand development plans.
• You will ensure each brand is structured to deliver the maximum value to the audience and there is internal clarity for each brand's value proposition.
• Oversee the development and execution of an annual communication plan for each brand in line with the organisational strategy.
• Create compelling brand stories and messaging platforms for all of Premier's brands, evaluating impact and making adjustments to improve.
• Lead rebranding exercises, identifying key opportunities, risks and challenges.
• Ensure each brand has the right market insights. Collect knowledge through research, publications, audience feedback, surveys, etc.
• Maintain knowledge of the needs and lifestyles within the Christian community. Understand media sector trends, share key points amongst internal stakeholders and propose responses to these trends.
• Use insights to identify areas for development within our product range, working closely with the CEO and Content Executives. Propose new consumer-led product propositions and opportunities for Premier brands.
• Advise on fundamental shifts to brands that would lead to growth by reaching new markets and better serving existing audiences.
• Determine the priorities and spend for Marketing campaigns; commission external agencies where appropriate, and set priorities for internal marketing staff.
• Create an events strategy for brand promotion at Christian events across the United Kingdom.
• Create large-scale community campaigns to highlight issues of concern and engage the audience- e.g. sign a petition, commit to pray, complete a survey.
• Oversee routine marketing campaigns executed by marketing staff to ensure quality, analysis and learning takes place.
• Ensure all marketing campaigns and messaging align with brand strategies and act as the brand guardian.
• Working with the Finance team, plan and manage the marketing budget.
• Ensure fundraising messaging aligns with the overall brand strategy, working with the Head of Supporter Engagement.
• Participate in quarterly strategic fundraising meetings bringing your expertise of brands, messaging, and audience to the conversation.
• Lead and motivate a team of Marketing and Communications professionals, overseeing their development and performance.

This job description is not exhaustive. It merely acts as a guide and may be amended to meet the changing requirements at any time, after discussion with the post holder.

QUALIFICATIONS AND EXPERIENCE

• Bachelor's degree in Marketing, Business, or a related field. A Master's degree would be desirable.
• Minimum of 10 years' experience in brand management, marketing, or related roles with demonstrated success.
• Proven experience in developing and implementing successful brand strategies.
• Strong knowledge of market research and data analysis methods.
• Experience in managing marketing budgets and coordinating with external agencies.
• Excellent leadership and communication skills.
• Strong understanding of trends within the Christian community.
• Change management experience.
• Data driven decision-making experience.

Strong understanding of the breadth of the Christian community and an awareness of the diversity of churchmanship, denomination, and culture present.

ABILITIES & SKILLS

• Strategic Thinking: Ability to formulate effective brand strategies.
• Leadership: Capability to guide and motivate a team.
• Communication: Strong written and verbal communication abilities.
• Project Management: Expertise in managing multiple projects simultaneously.
• Budgeting: Experience in managing marketing budgets.
• Creativity: Ability to create engaging brand narratives.
• Market Research: Proficiency in conducting and interpreting market research
• Adaptability: Able to adapt in changing media, technological and cultural landscape

PERSONAL QUALITIES

• Passionate about the Premier brand and eager to champion it in the United Kingdom and beyond.
• High level of commitment and dedication

The post-holder will work in a Christian environment and will deal with Christian organisations and Ministries for most of the time, therefore it will be necessary for the post-holder to have a Christian faith.

To apply please send your CV and Covering letter to jobs@premier.org.uk