Senior Strategic Communications Manager

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RABI is the farmers charity.

RABI supports farming people across England, Wales and NI with expert, one-to-one practical, financial and emotional help, all year round. From confidential advice and mental health support to direct financial assistance, their tailored services respond to the unique challenges of farming life.

At the heart of RABI's mission is a commitment to strengthening resilience; helping farming people feel valued, supported and better equipped to navigate uncertainty and change. RABI is working to close the farming wellbeing gap and build a future where farming people can thrive.

Over the past 25 years alone, RABI has delivered almost £250 Million in direct financial support to the farming community, whilst the charity's professional counselling service has provided 11,500 free sessions to farming people since 2022. RABI's wrap-around support services continue to evolve, reaching more people year on year.

RABI is on a journey to help shape a future farmers deserve.

SUMMARY OF ROLE

Reporting to the Head of Marketing and Communications, the Senior Strategic Communications Manager is a pivotal new senior role within the team. You will lead the planning, coordination and strategic oversight of RABI's national communications, campaign planning, media relations and content production, working with the Senior Digital Communications Manager to develop and deliver a bold new internal and external communications strategy for RABI.

With direct line-management of the PR & Marketing Manager and Events & Engagement Manager, this role combines strategic vision with operational leadership to ensure RABI's marketing, communications, and presence at shows and corporate events is effective, aligned and impactful. You will work closely with the Head of Marketing and Communications to translate organisational priorities into successful campaigns and provide strategic guidance on messaging, brand positioning, external affairs and delivering impactful community engagement initiatives and events.

KEY RESPONSIBILITIES

Strategic Marketing and Communications, Campaigns and Engagement

• Lead the development and implementation of a new integrated communications strategy that amplifies RABI's brand and maximises reach and impact across multiple channels.
• Develop tailored media campaign frameworks that align with the charity's strategic goals, with a strong focus on outcome-driven audience engagement and clear calls to action.
• Ensure all communications - from reactive press statements to flagship campaigns - are underpinned by consistent messaging, high production values and meaningful audience insight.
• Identify strategic PR and community engagement opportunities, overseeing the delivery of tailored campaigns, the Ambassador Programme, and RABI's engagement at shows, events and community activities.

Press, Media and External Relations

• Oversee all aspects of press and media engagement, serving as a senior advisor on tone, narrative, and positioning, providing clear direction for the PR and Marketing Manager.
• Advise on RABI's strategic network of media contacts, influencers and industry voices, ensuring RABI is front of mind for journalists across agriculture, rural affairs, health and policy sectors.
• Oversee proactive media planning and press office coordination, ensuring RABI provides timely and effective responses to requests, crisis, and PR opportunities.
• Manage the relationship with RABI's external crisis comms agency and provide senior input to crisis planning and incident response.

Publications, Content and Branding

• Take strategic ownership of RABI's publication portfolio, including annual reports / reviews, and newsletters whilst developing new opportunities to engage with our audience.
• Oversee content planning, commissioning and production cycles, ensuring publications reflect the organisation's voice, values and strategic ambitions.
• Manage external contributors, designers and editors to deliver high-quality and engaging materials on time and on brand.
• Manage the relationship with RABI's external branding partners.
• Support the development of an annual content map, aligning publications, campaign materials and media outreach into a cohesive schedule.

Thought Leadership, Awards and Profile Building

• Help to position RABI as a thought leader by working with colleagues to identify key moments, themes and sector platforms for visibility and influence.
• Lead the strategy and delivery for industry award submissions, ensuring compelling and evidence-based entries that reflect the impact of RABI's work.
• Promote recognition of RABI's successes internally and externally through coordinated communications across media, digital and stakeholder channels.

Leadership and Development

• Line-manage the PR & Marketing Manager, and Events & Engagement Manager roles, providing strategic oversight, mentoring and direction to ensure delivery of high-impact work.
• Foster a high-performing team culture focused on collaboration, learning, innovation and accountability.
• Provide visible senior leadership to the wider communications team and act as a key deputy to the Head of Marketing and Communications, representing the department in meetings and supporting executive communications as needed.

Monitoring, Reporting and Continuous Improvement

• Lead evaluation and reporting across all communications work, using data and insights to assess performance and improve outcomes.
• Provide regular strategic updates for the Head of Marketing and Communications, Senior Leadership Team and Trustees, highlighting campaign performance, media metrics and reputation indicators.
• Ensure communications work is responsive to changes in the external environment, sector landscape and supporter needs.

PERSON SPECIFICATION

Essential

• A degree in Communications, Public Relations, Marketing, Journalism, English, or a related field.
• A minimum of 8-10 years' experience in communications, public relations, or external affairs, with at least 3 years in a senior strategic leadership role.
• Demonstrated experience of successfully delivering complex, multi-channel campaigns across press, digital, and event-led platforms.
• Proven line-management experience, including oversight of senior team members and external contractors or agencies.
• Experience in leading cross-functional teams and managing large-scale external events or national campaigns.
• Demonstrated ability to build, inspire, and develop high-performing teams during periods of strategic growth or transformation.
• Excellent understanding of brand development, audience segmentation, integrated campaign planning, and stakeholder communications.
• Extensive media relations experience with a proven track record in securing high-profile national and specialist media coverage.
• Experience developing and managing corporate publications, brand collateral, and speech writing for senior executives.
• Outstanding interpersonal and influencing skills with the ability to engage effectively with a wide range of internal and external stakeholders, including press, partners, politicians, and sector leaders.
• Comfortable advising and working alongside executive leadership and Trustees on sensitive and high-profile issues.
• Experience managing budgets, planning cycles, and reporting frameworks across campaigns and events.
• Skilled in evaluating campaign performance using analytics and data insights to shape future direction.
• Capable of handling complex information and translating strategy into actionable communications plans.

Desirable

• A postgraduate qualification in a relevant discipline
• Professional membership or accreditation, e.g. CIPR (Chartered Institute of Public Relations) or CIM (Chartered Institute of Marketing).
• Knowledge of the farming sector or experience working in rural affairs or health and wellbeing charities.
• Experience using Microsoft Dynamics 365 and AgilityPR.
• Understanding of digital tools and media planning software.
• Background in public affairs or working with parliamentary/media stakeholders.

This role profile is not exhaustive and is subject to review in conjunction with the post holder according to future developments at RABI.

BENEFITS

• 28 days annual leave plus bank holidays (based on full time working).
• Enrolment to Nest on commencement of employment and then opportunity to join RABI's group pension scheme with Standard Life where RABI make contributions equivalent to 10% of your basic salary, provided you make a personal contribution of 5%.
• Life assurance from day one.
• Access to our Employee Assistance Programme.
• On site parking.

RABI is proud to be an equal opportunity employer and aims to ensure that all employment practices secure equality of opportunity and that no prospective or current employee receives less than favourable treatment at RABI as a result of their sex, sexual orientation, age, race, religion, belief, ethnic origin, disability, marital, or for any other reason which cannot be shown to be justifiable. Our recruitment process strives to ensure that individuals are selected only based on their relevant skills, experience, qualifications and abilities.