Head of Marketing

at  The Alannah and Madeline Foundation

Position title: Head of Marketing
Team: Development & Communications
Reports to: Director, Development & Communications
Job type: Full-time, contract role
Date: June 2024
About the Alannah & Madeline Foundation
The Alannah & Madeline Foundation is a national not-for-profit organisation dedicated to keeping children and young people free from violence and trauma wherever they live, learn and play. Through our Care, Prevention and Advocacy programs, we fight for their right to be safe, so their future is strong.
The Foundation also supports Dolly’s Dream, educating and empowering families and communities to prevent the devastating effects of bullying.
We have the highest commitment to child safety, and our Child Safe - Policy outlines our safe practices for children.
Our organisation values are at the core of who we are. They guide the way we work every day and everyone has a responsibility to promote and demonstrate our values: We act with courage , We are stronger together , We are curious , We believe accountability matters and We act with empathy, always .
Position in context
Reporting to the Director of Development & Communications, the Head of Marketing is a key leadership position within the Foundation.
This role is formally based in South Melbourne. We support our staff to work flexibly, both in location and hours, based on the premise that work will remain the focus of any arrangement. How and where you work is discussed with each staff member based on individual circumstances, role requirements and accountability for the delivery of high-quality work.
The Head of Marketing is responsible for the development, implementation and continuous improvement of the Foundation’s marketing, brand and communications strategy and operational plans.
As a key member of the Development & Communications Leadership Team, the Head of Marketing works closely with the Head of Development, Head of Fundraising, and Department Director to deliver an integrated income generation, community engagement, and marketing strategy to increase the income, influence and impact of the Alannah & Madeline Foundation.

Major job responsibilities

• Develop, implement and continuously improve the Foundation’s marketing, brand and communication strategy and operational plans to build our audiences and increase engagement to help us achieve our purpose and income generation goals.
• Lead and foster a culture of continuous improvement to plan, identify and use market intelligence to drive the execution of integrated, multi-channel content and social media marketing strategies to achieve audience growth, engagement and income generation targets.
• Lead and oversee a data-driven approach to audience engagement, applying customer experience methodology to define personas and journeys that address user needs while delivering on strategic objectives.
• Develop, execute and continuously improve our annual content and communications calendar and production planning pipeline ensuring it delivers against the strategy and embeds an audience-centric approach.
• Lead, develop and foster a culture of storytelling and audience engagement across the Foundation ensuring that we clearly communicate our impact, vision, and purpose to all relevant stakeholders and audience groups to inspire action.
• Support the achievement of our fundraising and income generation strategies through the creation of engaging and compelling content, storytelling, advertising and paid media, and optimised supporter/customer journeys.
• Lead, develop and continuously improve the Foundation’s brand and visual identity ensuring a cohesive brand narrative, optimised to help achieve our strategic goals and income generation plans and objectives.
• Lead the development and execution of effective go-to-market strategies for products, services and programs working with internal and external stakeholders to achieve campaign objectives and KPIs.
• Lead and continuously improve paid media and advertising across traditional and digital channels to maximise return on investment, audience engagement, and conversion.
• Oversee the implementation of an effective media engagement strategy to maximise earned media and ensure proactive reputation management, while mitigating risk and issues.
• Develop and oversee the implementation of an ambassador and influencer strategy to engage our audiences and amplify our key messages and campaigns.
• Develop and maintain collaborative and effective relationships with key suppliers, negotiate contracts and agreements, and manage vendors to agreed KPIs, project scope and budget.
• Provide expert advice to colleagues across the Foundation, ensuring they are supported to deliver engaging marketing and customer experience strategies for a wide range of stakeholders.
• Manage the marketing operational budget and contribute to annual reviews of the overall strategy and business planning.
• Create a high-performing team culture and lead the Marketing and Communications team including coaching and development to successfully achieve Team, Department and Organisational KPIs and Strategic Plan.
• Contribute positively to the Foundation’s culture of “we are stronger together” through developing and maintaining collaborative relationships with colleagues.
• Work with People Leader to develop and successfully execute a personal work plan that is aligned with the strategic objectives of the Foundations to meet key deliverables.

• Undertake out-of-hours social media monitoring (on rostered days), and occasionally represent the Foundation at after-hours events.Other tasks as directed by the Director, Development & Communications, CEO and Executive Leadership Team.

KNOWLEDGE, EXPERIENCE & REQUIREMENTS

• 10 years of experience in customer marketing or communications in a for-purpose, government or community organisation.
• Significant experience in developing and implementing integrated marketing and content driven campaign strategies and tactical plans in an income generation role or to achieve commercial outcomes.
• Advanced understanding and experience in digital marketing and the use of digital platforms in delivering effective marketing programs and optimised customer experiences.
• Demonstrated experience in building engaged audiences, segmentation, marketing automation and customer journey planning in a complex customer environment.
• Exceptional communication skills with experience developing engaging and effective communications including the ability to research, write and produce content for various audiences, with high standards for quality and attention to detail.
• Demonstrated planning, organisational and decision-making skills, ability to plan content and production across multiple projects, and to manage time, people and budget over multiple projects.
• Highly developed leadership and interpersonal skills, and ability to work collaboratively with and influence senior leaders.
• Strategic thinking and problem-solving skills, with a creative flair and a knack for positive and engaging storytelling.
• Demonstrated experience as a people leader, with the ability to manage, coach, support, inspire and empower your team to grow and develop and to achieve organisational KPIs and objectives.
• Ability to occasionally work outside standard office hours for key events and after-hours social media management, as required.
• Working with Children Check and Police Check.

• Develop, implement and continuously improve the Foundation’s marketing, brand and communication strategy and operational plans to build our audiences and increase engagement to help us achieve our purpose and income generation goals.
• Lead and foster a culture of continuous improvement to plan, identify and use market intelligence to drive the execution of integrated, multi-channel content and social media marketing strategies to achieve audience growth, engagement and income generation targets.
• Lead and oversee a data-driven approach to audience engagement, applying customer experience methodology to define personas and journeys that address user needs while delivering on strategic objectives.
• Develop, execute and continuously improve our annual content and communications calendar and production planning pipeline ensuring it delivers against the strategy and embeds an audience-centric approach.
• Lead, develop and foster a culture of storytelling and audience engagement across the Foundation ensuring that we clearly communicate our impact, vision, and purpose to all relevant stakeholders and audience groups to inspire action.
• Support the achievement of our fundraising and income generation strategies through the creation of engaging and compelling content, storytelling, advertising and paid media, and optimised supporter/customer journeys.
• Lead, develop and continuously improve the Foundation’s brand and visual identity ensuring a cohesive brand narrative, optimised to help achieve our strategic goals and income generation plans and objectives.
• Lead the development and execution of effective go-to-market strategies for products, services and programs working with internal and external stakeholders to achieve campaign objectives and KPIs.
• Lead and continuously improve paid media and advertising across traditional and digital channels to maximise return on investment, audience engagement, and conversion.
• Oversee the implementation of an effective media engagement strategy to maximise earned media and ensure proactive reputation management, while mitigating risk and issues.
• Develop and oversee the implementation of an ambassador and influencer strategy to engage our audiences and amplify our key messages and campaigns.
• Develop and maintain collaborative and effective relationships with key suppliers, negotiate contracts and agreements, and manage vendors to agreed KPIs, project scope and budget.
• Provide expert advice to colleagues across the Foundation, ensuring they are supported to deliver engaging marketing and customer experience strategies for a wide range of stakeholders.
• Manage the marketing operational budget and contribute to annual reviews of the overall strategy and business planning.
• Create a high-performing team culture and lead the Marketing and Communications team including coaching and development to successfully achieve Team, Department and Organisational KPIs and Strategic Plan.
• Contribute positively to the Foundation’s culture of “we are stronger together” through developing and maintaining collaborative relationships with colleagues.
• Work with People Leader to develop and successfully execute a personal work plan that is aligned with the strategic objectives of the Foundations to meet key deliverables.
• Undertake out-of-hours social media monitoring (on rostered days), and occasionally represent the Foundation at after-hours events.Other tasks as directed by the Director, Development & Communications, CEO and Executive Leadership Team