Private & Confidential Role Description – Brand And Insights

Private & Confidential Role Description – Brand And Insights

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Private & Confidential
Role Description – Brand and Insights Coordinator
Role title
Brand & Insights Coordinator
Grade
2
Department
Marketing
Reports to (1)
Brand & Insights Manager
Direct reports (1)
None
Key relationships / interfaces (1)
Internal:
Senior management team, marketing colleagues, management level
colleagues, portfolio team. All sections in the association including
appropriate panels and committees.
External:
External agencies, third parties, members, volunteers, contractors and
wider public
Role purpose (2)
To work closely with the Brand and Insights Manager and Head of
Marketing in supporting the development and management of the APM and
Charter brands for all marketing and communications activity, as well
as assisting with market research and the analysis of data to build
customer insights to inform future decision making and activities.
Breadth of responsibility (3)
This role manages key initiatives on behalf of the Brand and Insights
Manager that help to grow the APM and charter brand equity as well as
supporting the market research programme so customer insights can feed
back into the business.
Dimensions and limits of authority (4)
Gaining agreement from the Brand and Insights Manager on the research
plans and brand activity to ensure they fully support the marketing
strategy and are delivered within agreed budget and timeframes.
Key responsibilities / accountabilities (5)
Key performance measures (6)
*
Coordinate the delivery of market research that will inform the
development of the APM brand and maximises chartered status
*
Support the selection of agencies and suppliers who specialise in
the work required
*
Effective delivery of research by working closely with the
approved supplier
*
Ensure research objectives are met
*
Report back on the key findings
*
Support the business by producing customer insights that will help
inform decision making
*
Analyse data from multiple sources to produce customer insights
*
Work with the business and wider teams in collecting information
and data
*
Add value to APM’s activities
*
Help improve business performance
*
Produce reports that aids data analysis to better understand our
audiences and improve marketing activities
*
Produce regular reports that enables the development of customer
insights
*
Ensure reports align with key metrics and help identify marketing
ROI
*
Support the understanding of the value of customer insights across
the business and the benefit of being a market led organisation
*
Ensure the APM brand is upheld and strengthened in all marketing
and communications activity
*
Support the growth of the APM brand in value both in the UK and
internationally
*
Assist the business in adhering to the APM brand and style guides
and policies
*
Organise workshops and sessions to ensure continuous feedback to
and from the business
*
Manage the production of corporate branded collateral
*
Branded collateral updated and produced on time.
*
Determine the budget, brief and production schedule
*
Creative copy sourced, approved and in place
*
Relevant supplier sourced.
*
Source appropriate imagery that adheres to the APM brand
*
Liaise closely with colleagues and clients to determine
requirements e.g. digital or print
*
Explore appropriate sources including online image banks and stock
libraries
*
Use existing images or commission photography if required
*
Maintain image archive
*
Work with external agencies and suppliers to ensure their services
support the delivery of the research programme and corporate brand
strategy
*
Assist with the selection of appropriate agencies and ensure good
working relationships are established and maintained
*
Activity effectively managed and implemented based on agreed plans
*
Provide support to the Brand and Insights Manager on activities
and ad-hoc projects as and when required
*
Effective support is provided, as required by the task
*
Projects are carried out with enthusiasm and competence.
*
Activities are delivered within agreed timeframes
Person Specification
Attribute
Description
Essential / desirable
Qualifications (7)
*
Educated to degree level
*
CIM qualified or working towards CIM
*
Desirable
*
Desirable
Experience (8)
*
2 to 3 years’ experience of working in a marketing department
*
Analytical experience
*
Experience of commissioning market research
*
Prior experience of delivering customer insights
*
Budget management experience
*
Essential
*
Essential
*
Essential
*
Essential
*
Desirable
Knowledge
*
Understanding of the principles of market research
*
Importance of a strong brand
*
Statistical information and how to present it
*
Appreciation of the work of a professional body
*
Essential
*
Essential
*
Essential
*
Desirable
Skills
*
Analytical ability
*
Ability to build effective business relationships
*
Effective PC skills including Word, Excel, PowerPoint
*
Ability to use CRM database and create reports
*
Produce clear written documentation
*
Excellent communication skills – written and verbal
*
Teamwork skills
*
Organisational skills
*
Photoshop or image editing skills
*
Essential
*
Essential
*
Essential
*
Essential
*
Essential
*
Essential
*
Essential
*
Essential
*
Desirable
Behaviour / competency (9)
*
Analytical thinking
*
Communication skills
*
Customer focus
*
Interpersonal skills
*
Planning and organising
*
Concern for accuracy
*
Results driven
*
Technical and professional expertise
*
Essential
*
Essential
*
Essential
*
Essential
*
Essential
*
Essential
*
Essential
*
Desirable
Role: Brand and Insight Coordinator
Date: January 2019