Marketing and Communications Manager

£32,895 - £41,324 - Full Time
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Job description

Job Purpose

The Marketing & Communications Manager is responsible for ensuring all marketing and communications activity is planned and delivered in support of the organisation's strategic objectives. Part of the operational management team, your role is to ensure that learners and customers are always at the heart of the organisation's thinking. You will help inform decision making by analysing information gathered and held both within the organisation and from external sources, presenting this in meaningful ways to relevant and varied audiences.Leading a small marketing team, you will collaborate with staff at all levels and across the organisation. Part of your role will be to ensure that operational staff are enabled to contribute to ALW's marketing, co-ordinating and facilitating their activity and helping them develop the skills and knowledge they need to play their part. The post holder is directly responsible for planning and evaluating delivery of all marketing and communications activity, with personal, hands on, responsibility for some practical delivery, including website development, creation and management of marketing collateral, media relations and all PR activity.

Main Duties and Responsibilities
Strategy, Planning and Co-ordination

  • Plan, co-ordinate, and evaluate all marketing and communications activity to ensure it is fit for purpose and is having maximum impact on achieving the organisation's strategic objectives
  • Represent learner and customer interests in strategic decision making for the organisation
  • Ensure that the ALW brand is represented consistently across all learner and customer touchpoints, ensuring the organisation's bilingual principles and commitment to accessibility are correctly applied
  • Work with the Chief Executive and Operational Management Team to identify, monitor and nurture external relationships which are of strategic importance to ALW
  • Work with the Head of Learner Services & Resources to develop the marketing culture within ALW, using your own knowledge and experience to support individuals across the organisation to gain the marketing understanding and skills beneficial for their roles
  • Work with the Head of Learner Services & Resources on evolving the organisation's Membership offer and democratic engagement with learners and customers
  • Develop excellent working relationships with colleagues across ALW and take a lead role in the internal marketing and communications group
  • Manage the marketing budget to ensure available spend delivers maximum impact for ALW
  • Provide guidance and support to operational colleagues who will deliver some marketing activity at a more local level, ensuring it is co-ordinated to maximise the impact for ALWOperational Delivery
  • Direct, guide and oversee the work of members of the marketing team and marketing activity undertaken jointly with other teams within ALW
  • Take a shared responsibility for ALW's website, working with the Digital Development Manager to direct the site's continuing development in terms of functionality and content, using data to inform your thinking, and focusing on site users' needs and experience
  • Take overall responsibility for ALW's social media presence, working with the marketing team and regional teams to maximise its impact
  • Develop excellent external relationships with media organisations, identifying and promoting opportunities for ALW to be positively profiled
  • Create digital and traditional materials to promote ALW to its different audiences, as identified in the marketing plan, through emerging needs or new opportunities
  • Continually develop and manage a central resource for marketing, including summary information about ALW, key figures/data which tell the ALW story, relevant images/video, case studies, templates, latest versions of all learner and customer facing documents, email lists, contact lists and ALW branded goods
  • Support the collection and reporting of learner and customer data, undertaking analysis which contributes to monitoring ALW's performance and to informing future marketing and communications activity
  • Work with the Operational Management Team to identify potential Award entries and create submissions which best celebrate ALW's achievements
  • Oversee the planning and delivery of learner, partner and member facing events
  • Commission and oversee work with external agencies as appropriate
  • Ensure ALW's marketing function and activity is compliant with all requirements relating to data protection, maintaining awareness of the most current legal framework
  • Keep up to date with current marketing thinking and emerging ideas and technologies so that, where appropriate, ALW can take advantage of opportunitiesGeneric responsibilities and duties
  • Undertake personal and professional development as required by the post.
  • Take an active part in applying continuous improvement across the organisation.• Work in accordance with the Data Protection Act and ensure that all data protection concerns are reported to the organisation's Data Protection Officer.
  • Contribute to staff meetings, organisational initiatives and developments.
  • Comply with all organisational policies and procedures, keeping abreast of changes and making any necessary changes to administrative systems.
  • Ensure that all aspects of the organisation's financial instructions and standing orders are followed.
  • Ensure the safe working practices are used and appropriate and Health and Safety legislation adopted.
  • Actively support and practice equality of opportunity in the workplace.
  • Work in a way that is sensitive to the Welsh language and complies with the Welsh Language Measure 2011 and our duties in implementing the Welsh Language Standards.
  • Be willing to travel across Wales and work flexibly according to the role.

Marketing & Communications Manager - Person Specification
Essential Criteria


  • Educated to degree level


  • Demonstrated marketing experience, including some experience of working at strategic level and contributing to organisational planning
  • Experience of all elements of marketing campaigns, from planning through delivery to evaluation, and across both digital and traditional channels
  • Experience of writing reports and of presenting them to others in authorityExperience of managing professional colleagues


  • Strong interpersonal skills
  • Outstanding written and verbal communication
  • Comfortable with presenting ideas and proposals to different audiences, including at Board level
  • Capacity to manage multiple projects and work to tight deadlines
  • Initiative, drive and enthusiasm
  • Creative thinker and problem solver
  • A 'hands on' mentality
  • Committed to the principles underlying the organisation's ethos


  • Access to transport and willing to travel throughout Wales
  • A positive attitude to learning the Welsh language

Further information about the role and how to apply can be found on our website If you would like an informal conversation or to hear more about the role please contact Cath Hicks, Head of Learner Services & Resources, [email protected]

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