Candidate pack British Heart Foundation - Role: Senior Marketing Executive - Fundraising Engagement

 
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Candidate pack British Heart Foundation - Role: Senior Marketing Executive - Fundraising Engagement
British Heart Foundation

Candidate pack
Role: Senior Marketing Executive –
Fundraising Engagement
1   Candidate pack               British Heart Foundation
Candidate pack British Heart Foundation - Role: Senior Marketing Executive - Fundraising Engagement
Contents
Welcome letter from Claire Sadler.  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 03
About the British Heart Foundation.  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 04
Our story .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 05
Our respond to Covid-19. .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 07
The changes we want to see in our world by 2030.  .  .  .  .  .  .  .  .  .  .  .  .  . 08
Our strategy to 2030.  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 10
Our values. .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 15
Diversity & Inclusion. .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 16
Our benefits .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 17
Job specification.  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 18
How to apply. .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 21

2   Candidate pack                                                                                                              British Heart Foundation
Candidate pack British Heart Foundation - Role: Senior Marketing Executive - Fundraising Engagement
Appointment of Senior Marketing
                     Executive – Fundraising Engagement
             Dear Candidate,

             Thank you for your interest in our role of Senior Marketing Executive – Fundraising
             Engagement at the British Heart Foundation (BHF).

             It is my privilege to lead the Marketing, Fundraising and Engagement teams at one of
             the UK’s largest charities.

             BHF is strong, highly effective and well respected nationally and internationally. Our
             work saves lives – tens of thousands in the UK each year alone – and enhances the lives
             of many more. We have a big job on our hands - beating heartbreak from the world’s
             biggest killers.

             The BHF is the nation’s heart charity and the UK’s largest independent funder of
             research into heart and circulatory diseases. With an active research portfolio totalling
             over £400m, this role is part of a team promoting the life-changing impact of BHF’s
             work through the media and on the BHF’s website and research blog.

             This role will play a key role in supporting the delivery of inspirational and valuable
             multi-channel customer experiences to inspire, engage and mobilise individuals and
             communities to fundraise or donate

             You will put the customer at the heart, ensuring that customers feel central to our work
             and achievements and motivated to continue funding our research in the long-term.

             We want an exceptional colleague who exemplifies and champions our values and
             behaviours; brave, informed, compassionate and driven. It’s an incredibly exciting time
             to be part of our team. We are more ambitious and determined than ever – because the
             cures and treatments we need are in sight. You could be part of getting us there sooner,
             so thank you for your interest.

             The BHF is also proud that we are working towards being a truly diverse organisation.
             Our growing commitment to equality and diversity spans across our organisation
             and we pride ourselves in being an inclusive employer who puts diversity at the heart of
             everything that we do.

             So, if you feel you have the skills and experience that we are looking for, and you share
             our determination to beat heartbreak forever, then we would be delighted to hear from
             you.

             Claire Sadler

             Executive Director of Marketing, Fundraising and Engagement

3   Candidate pack                                                                                     British Heart Foundation
Candidate pack British Heart Foundation - Role: Senior Marketing Executive - Fundraising Engagement
Ghayan saved his son Jadyn’s
                                                                           life after performing CPR on him
                                                                                   when he was six years old

About the
British Heart Foundation
We fund around £100 million of research each year into all heart and
circulatory diseases and the things that cause them. Heart diseases. Stroke.
Vascular dementia. Diabetes and many more. They’re all connected by our
research. Due to the current Covid-19 pandemic we expect that investment
this year in new life saving research will fall from £100m to about £50m,
and will not recover to historic levels for many years. Drawing on our values
we are rising to this challenge and through our talented and committed
teams we continue to innovate to ensure we engage our supporters to drive
our life saving research.

We raise money to fund research to find better     Our life saving work is primarily advanced
ways to prevent, detect, treat and cure heart      through long-term investment in medical
and circulatory diseases. These diseases can       research with an aspiration to invest £1 billion
happen to anyone and everyone. By funding          in cardiovascular research over the next ten
the research that will find breakthroughs and      years.
end the heartbreak they cause, we hope to
realise our vision of a world free from the fear   Our pioneering research has helped to
of heart and circulatory diseases.                 transform the lives of people living with heart
                                                   and circulatory conditions. The landscape of
We were founded in 1961 and are the leading        heart and circulatory disease is changing.
independent funder of cardiovascular
research in the UK with a total annual income      More people survive a heart attack or stroke
in excess of £335 million, an employee base        than ever before, and that combined with an
of over 4,300, supported by a further 19,000       ageing population means more people are
volunteers. We are also the UK’s largest           now living with a heart or circulatory disease
charity retailer with almost 730 stores.           and need help. We will continue to fund life
                                                   saving research, vital prevention and survival
In addition, we have built a strong cash and       activity and ensuring quality care and support
investments position to ensure we can meet         for everyone affected by heart and circulatory
our significant research commitments, even in      diseases.
times of uncertainty such as we now face.

4 Candidate pack                                                                   British Heart Foundation
Candidate pack British Heart Foundation - Role: Senior Marketing Executive - Fundraising Engagement
Our
     story
When we were founded in 1961,                Since we were founded, our research has
                                             helped to reduce deaths from heart and
heart and circulatory diseases               circulatory diseases by half.
caused over half of all deaths in
the UK. Sudden death from a heart            But we cannot stop now.
attack at the age of only 50 or 60           Heart and circulatory diseases still cause
was so common it was thought to be           untold heartbreak for millions of families.
just a fact of life.                         And although we have made great strides
                                             in solving many big problems in the past,
But with unwavering public                   continued and emerging challenges demand
                                             a bold new approach. As survival from heart
support, BHF-funded researchers              attack and stroke continues to rise, more
began to pioneer a revolution in             people are living to an older age, often with
the understanding and treatment              multiple chronic conditions that require new
                                             kinds of treatment and care. The number of
of conditions like coronary heart            people living with vascular dementia, for
disease. Today, 7 out of 10 people           instance, is forecast to more than double over
survive a heart attack in the UK.            the next three decades. Rising risk factors like
                                             obesity and diabetes are putting our progress at
                                             risk, and health inequalities still persist.

                                             We know research is the answer to these
                                             challenges. And we need to act now. Only
                                             through continuing to push the frontiers
                                             of scientific discovery, embracing the
                                             opportunities of our digital new world, and
                                             developing truly innovative solutions, will we be
                     We want                 able to turn back the tide.
                     better ways to
                   identify people at        By building evidence, influencing decision-
                 risk and help people
                     avoid disease           makers and involving people in their own health
                                             and care, together we can drive change at a
                                             national, local and community level.

                                             We can prevent more people developing heart
         7,400,000                           and circulatory diseases in the future, and make
                                             sure those with existing conditions and risk
                                             factors are detected and treated early, with
           Around 7.4 million people are     more effective medicines and interventions.
         living with heart and circulatory
         diseases in the UK today – that’s   We can ensure that everyone, regardless of
                double the number
                                             factors like gender, age, ethnicity, or where
            of people living with cancer
              and Alzheimer’s disease        they live, has access to the treatment, care and
                     combined                support that they need.

                                             And we’re ready for the challenge.

5   Candidate pack                                                            British Heart Foundation
Our
    story
Our track record speaks for itself.                 Like many charities, the Covid-19 pandemic has
                                                    had a significant impact on our funding and we
Heart transplants, pacemakers, clot-busting         are having to cut our spend on new research
drugs and statins are just a few examples of        awards by half this year from £100 million to
the countless advances in heart and circulatory     £50 million. The shockwaves from such a drop
health and care propelled by our world-class        in funding for heart and circulatory disease
medical research.                                   research will be profound, stalling progress in
                                                    making the discoveries we urgently need.
The BHF currently funds over half of all non-
commercial research into heart and circulatory      This is an ongoing crisis, and the severity of
diseases carried out in the UK.                     the situation has hugely impacted our ability
                                                    to raise vital funds and led to many difficult
Over the last year, we awarded £99.7m in world-     organisational decisions. However, with the
class, life saving medical research. Every penny    strength of staff, volunteers and supporters
helps us support researchers who are working        behind us, we have responded effectively and
tirelessly to beat the heartbreak caused by heart   will continue to navigate our way through these
and circulatory diseases.                           uncertain times.
Our response to
Covid-19
The beginning of 2020 signalled the start of an exciting new decade for the
BHF. Our 730 shops were open, hundreds of events were in the calendar,
and our world-class scientists were continuing vital research. Over the
coming months, so much changed. The Covid-19 coronavirus outbreak
meant we had to quickly re-align our priorities.
Protecting our income                             Looking to the future

Along with many other charities, the outbreak     We have a clear strategy to realise our vision
of Covid-19 had a huge impact on our              of a world free from the fear of heart and
ability to raise funds. Following government      circulatory diseases, and we will continue to
guidance, we immediately closed all our           focus on what’s important to us: funding life
shops and stores and cancelled all public
                                                  saving research and providing support and
fundraising events – including our flagship
London to Brighton Bike Ride. Our supporters      information to those affected by heart and
also postponed many community events,             circulatory diseases.
including bake sales, coffee mornings and
raffles. But despite the magnitude                Our fundraising activities will continually
of the challenges faced, our staff and            evolve to reflect “the new normal”, and we
volunteers showed patience and tenacity.          will support our staff and volunteers to adapt
Their quick responses led to the development      to new ways of working.
of a range of virtual fundraising products that
would help us to generate income. These swift     During this time of inevitable change, we will
actions, coupled with the generosity of our
                                                  draw upon our values to guide us. Taking
supporters and the capacity of our reserves,
put us in a strong position to come through the   decisions in the face of uncertainty will require
crisis.                                           bravery. Making the best possible decisions
                                                  will rely on being informed and working with
                                                  our partners. And our compassion for people
                                                  affected by heart and circulatory conditions,
                                                  alongside our supporters, volunteers and
                                                  colleagues will be key. Above all, we will be
                                                  driven to bring about positive change for our
                                                  beneficiaries.

7 Candidate pack                                                                  British Heart Foundation
The changes we want
to see in our world by 2030
Since the B HF was founded in 1961, we have funded transformative
research to drastically reduce the number of deaths from coronary heart
disease and heart attacks. Thanks to your support, our research has
contributed to reducing UK deaths from heart and circulatory diseases by
half.
With our supporters, we have achieved            closely with patients and the public, growing
tremendous things. But we need to achieve so     our support and striving for excellence
much more. Heart and circulatory diseases        by governing ourselves with integrity and
still cause untold heartbreak for millions       passion.
of families. Suffering and disability from
vascular dementia and stroke remain part of      We will further scientific discovery, developing
the landscape in the UK, health inequalities     innovative solutions to today’s and tomorrow’s
persist, and millions across the UK are living   challenges, and involve people in their own
undiagnosed with the risk factors that cause     health and care to drive change.
heart and circulatory diseases.
                                                 We can prevent more people from developing
We are tackling these challenges head on.        heart and circulatory diseases, and make sure
We launched our ambitious 2030 strategy in       that those with existing conditions and risk
2019, which will guide us as we fund research    factors are detected and treated early, with
to help save and improve lives. We will work     more effective medicines and interventions.

8 Candidate pack                                                                British Heart Foundation
The changes we want
to see in our world by 2030
By 2030, we want to see advances across the spectrum of heart
and circulatory diseases; we want to prevent these conditions from
developing and we want those with existing conditions to have better,
longer lives. These advances include:

Better survival and recovery from                 Better prevention and management
heart disease                                     of risk factors
•	We want cures for inherited heart conditions   •	We want better ways to identify people at
                                                     risk and help them avoid disease
•	We want every child born with a heart
   condition to lead a long and healthy life      •	We want everyone to breathe clean air and
                                                     to live in a smoke-free UK
•	We want thousands more people to survive
   a heart attack
                                                  •	We want a world in which the healthy
•	We want to mend broken hearts                     choice is the easy choice

•	We want to prevent people having heart         •	We want everyone to know how to reduce
   rhythm problems                                   their risk of heart and circulatory diseases

•	We want to triple the number of people         Longer,   better lives for everyone
   surviving a cardiac arrest
                                                  •	We want everyone’s treatment to be
New and better treatments for                        personal to them
circulatory diseases                              •	We want everyone to have access to the
                                                     best available treatment and care
•	We want to halve the number of people
   dying from or being disabled by a stroke       •	We want everyone to get the physical,
                                                     psychological and social support they need
•	We want to find ways to prevent and treat
   vascular dementia

9   Candidate pack                                                                 British Heart Foundation
Our strategy
                                  to 2030
Our strategy to 2030 will get us closer
to beating heartbreak forever

10   Candidate pack                       British Heart Foundation
Time for the next
      big idea

We never stop working towards a world free    • We remain committed to funding
from the heartbreak caused by heart and         the brightest basic and clinical
circulatory diseases. To beat heartbreak
forever, funding research into better
                                                scientists in the UK to drive our
prevention, diagnosis and treatments for        world leading research efforts.
patients remains paramount. This year, we
awarded a total of £99.7m to outstanding      • We will continue to develop
scientists who are making extraordinary         national and international
breakthroughs.                                  funding partnerships to ensure
The Covid-19 pandemic will undoubtably have     the money we raise goes even
an impact on our BHF researchers and we are     further towards worldleading
proud to have taken swift action to support     research with wide impact.
this community and protect our life saving
research.                                     • The BHF Clinical Research
                                                Collaborative and BHF Data
                                                Science Centre will bring together
                                                cardiovascular professionals
                                                and research groups to better
                                                coordinate and prioritise clinical
                                                research and data science
                      We want                   efforts.
                      more people to
                      survive a heart         • We will increase efforts to
                          attack
                                                analyse the outcomes and
                                                benefits of the research we fund,
                                                making sure we can demonstrate

                       5
                                                its value and impact to a wide
                                                audience.
                                              • We will continue to foster
                                                a constructive and positive
                                                research culture and environment
            Every five minutes someone
                                                in the research institutions we
            is admitted to a UK hospital        fund.
                due to a heart attack
                                              • We will continue to work to
                                                protect our research mission at
                                                this unprecedented time.

11   Candidate pack                                                    British Heart Foundation
Time to work
      together

Change takes all of us working together,         • As part of our ambition to ensure
over many moments, days, years, even               that people have access to
decades. Our Healthcare Innovation team
are dedicated to working with people around
                                                   the best possible care, we will
the country in order to save more lives.           continue the rollout of the Circuit
We build partnerships across healthcare,           to ambulance services to improve
government, business and the community to          access to life saving defibrillators
beat heartbreak forever. And as the Covid-19
                                                   in the quickest possible time
pandemic continues, we’ll be drawing on all
of our skills and years of experience to serve     across the UK.
people affected by heart and circulatory
diseases as best we can.                         • We will support new products
                                                   and services, translating research
                                                   into groundbreaking innovations
                                                   to better support people at risk
                                                   of, or living with, heart and
                                                   circulatory diseases.
                                                 • We will develop a more
                                                   influential voice, with senior
                                                   decision-makers in the
      We want                                      Government so that we can
     everyone to know                              deliver our mission and help the
       their numbers                               collective voices of researchers,
                                                   clinicians, patients and the public
                                                   go further.

                       5
                                                 • We will gear our work towards
                                                   providing more support than ever
                                                   for people affected by heart and
                                                   circulatory diseases throughout
                                                   the Covid-19 crisis.

            As many as 5 million people
            are living with undiagnosed
           high blood pressure in the UK

12    Candidate pack                                                      British Heart Foundation
A race
   against time

We know that our ability to raise funds for      • We know we can achieve more
research into heart circulatory diseases is
a matter of life and death. We’re endlessly
                                                   if we work together. Our focus
grateful to every single one of our supporters     will be on building even more
across the UK who helped us reach our goals        meaningful partnerships with
and focus on saving and improving lives,           other charities, businesses, the
even as the Covid-19 pandemic forced events
across the country to be cancelled.
                                                   Government and institutions.

•K
  eeping up and increasing the                  • We want to make it as easy as
 momentum that our supporters                      possible for people to support
 create in raising funds for life                  us. This year we will develop
 saving research is vital. To this                 our customer support so that
 end,we will use our events,                       shopping with the BHF is a
 campaigns and communications                      seamless one-stop experience.
 to reinforce how important it is                • We will continue to develop and
 that we fund research into beating                promote innovative at-home
 heart and circulatory diseases.                   fundraising products to raise
                                                   money for the duration of the
                                                   Covid-19 pandemic.

      We want
     to tackle vascular
          dementia

                          15,000
                          Vascular dementia causes more
                            than 15,000 deaths each year
                           in the UK. People with a family
                          history of coronary heart disease
                            are significantly more likely to
                             develop vascular dementia

13   Candidate pack                                                      British Heart Foundation
Time
  to lead
Our staff and volunteers are our most          • We will embed our new People
important resource when it comes to reaching     Experience Programme to help
our goals and saving lives. We want every
single one of them to feel supported and         unlock our people’s full potential,
valued for the incredible contributions          inspire a deeper connection to
they make. To do this, we will support their     our cause, and create an even
progression, maintain the highest ethical        stronger community of staff and
standards, and champion our vision of
beating heartbreak forever. We want to lead
                                                 volunteers supporting the work of
by example within our sector and beyond it,      the BHF.
whether that’s shaping how volunteering is
perceived or the changes we’ve put in place
to reduce our environmental impact.
                                               • We will continue to upgrade
                                                 our technology systems and
•We will continue to ensure that we              processes to enable us to
provide a safe and inclusive working             better meet the needs of our
environment for all our staff and                beneficiaries and supporters
employees.                                       throughout the UK.

                                               • We will embed sustainable
                                                 practices across the BHF, so that
                                                 we can strengthen our role as a
                                                 leading force for good in society.

                                               • We’ll do everything we can to
                                                 support our staff and volunteers
                                                 through the Covid-19 crisis,
                                                 putting their safety and wellbeing
         We want                                 first.
     every child born with

                               13
     a heart condition to
       lead a long and
          healthy life

                         Every day, around 13 babies are
                             diagnosed with a heart
                                 defect in the UK

14   Candidate pack                                                    British Heart Foundation
These are
          our values
Our values express who we are and what           ourselves, we’re able to live our values. We
we stand for. They are the spirit and culture    are fearless in our approach. Together, we
of our organisation. Because the way we          can beat heartbreak forever to create a world
work together, knowing what to expect of         free from the fear of heart and circulatory
each other, knowing what we expect of            diseases.
our leaders, knowing what’s expected of

We’re brave                                      We’re compassionate
                                                 We’re open and honest. We respect others.
We speak out. We’re decisive. We’re innovative   We promote our cause

We’re informed                                    We’re driven
We work together. We’re clear.                    We’re focused. We’re determined.
We’re curious                                     We keep learning

15 Candidate pack                                                            British Heart Foundation
Diversity & inclusion
 Heart and circulatory diseases do not
                                                    We have begun to develop affinity groups,
 discriminate. We are committed to beat             which are spaces for colleagues from
 heartbreak for everyone and we are also            underrepresented groups currently spanning,
 committed to being an inclusive employer.          religions and racial and ethnic groups; to feel
 Our equality and diversity agenda spans            connected, included and heard.
 across our charity, we pride ourselves
 on being an inclusive employer and we              Whilst working for the BHF, you will be
 endeavour to place diversity at the heart of       actively encouraged to bring your true self to
                                                    work. You’ll find a culture where colleagues
 everything that we do.
                                                    are inquisitive about diversity and keen to get
                                                    involved in all activities that make individuality
 We want all our colleagues, volunteers and         part of what we do every single day.
 supporters to bring their true selves to work.
                                                    We want to beat heartbreak from heart and
 Our Kaleidoscope group is made up by               circulatory diseases for everyone. We will only
 representatives from each directorate and our      achieve this by welcoming colleagues from all
 activities span across the diverse landscape       backgrounds to come and be part of our BHF
 which is prevalent in all of our communities,      family.
 encompassing accessibility to work for
 people with caring responsibilities, working
 parents, disabilities, age, people from racially
 underrepresented groups, LGBT and many
 more strands of diversity.

 We strive to embody diversity and inclusion
 from recruitment to appointment and
 with all BHF colleagues, volunteers
 and supporters.

 16 Candidate pack                                                                 British Heart Foundation
Our benefits
We all achieve more together when we’re happy and healthy
As a world class organisation, we offer                 We’ve been recognised by the Chartered
competitive salaries and an attractive                  Institute of Personnel and Development (CIPD)
package of benefits, designed to support the            for our Live Well. Work Well. programme and
health and wellbeing of everyone who works              we’re passionate about creating a mentally
here.                                                   healthy workplace for everyone. From lunch
                                                        time yoga and pilates to mindfulness sessions
But more than that, we provide opportunities            and team sports, we know there’s more to
that are completely unique to the British Heart         work than targets and being behind a screen.
Foundation, such as going behind-the-scenes             Because we all achieve more together when
of cutting edge research, meeting scientists            we’re happy and healthy.
who are paving the way for future cures,
                                                        Our generous benefits include:
and hearing from people who have directly
benefited from the research we fund.

       Annual leave                                          Healthcare
       Your work-life balance is important to us and         We offer all employees private healthcare, dental
       our annual leave allowance of 25 days plus            health cover and a contribution towards your gym
       bank holidays is among the best in the sector.        membership.

       Live well. Work well.                                 Pension
       Heart health is central to our mission, and          It’s essential to save for your retirement.
       that starts with you. We provide a pro-              Everyone is eligible to join our group pension
       gramme of activities, opportunities and              plan after three months up to a maximum
       guidance to inspire and support you to live a        employer contribution of 10%.
       healthy and happy life, at home and at work.

17 Candidate pack                                                                              British Heart Foundation
 17 Candidate pack                                                                           British Heart Foundation
Job specification
Job description
Job title                     Senior Marketing Executive – Fundraising Engagement
Directorate                   Marketing, Fundraising and Engagement
Team                          Fundraising Engagement
Reporting to                  Marketing Manager –               No. of direct     0
                              Fundraising Engagement            reports
Location                      Greater London House, London, NW1 7AW
Budgetary responsibility      Expenditure: campaigns of up to £100k per month
Job level (HR use only)       5                                 Date              Feb 2021

Role priorities
To play a key role in supporting the delivery of inspirational and valuable multi-channel
customer experiences to inspire, engage and mobilise individuals and communities to
fundraise or donate to drive forward the British Heart Foundation’s (BHF) strategy to beat
heartbreak forever.

This role will help to develop, deliver and manage customer acquisition, engagement and
retention plans (customer journeys), across a portfolio of income-generating products and
propositions, including current committed giving offerings like our cash appeals, regular
giving programme and lottery and raffle activities. The post holder will manage a range of
media, such as face to face, TV, digital, telemarketing and postal communications.

This role will put the customer at the heart, ensuring that customers feel central to our work
and achievements and motivated to continue funding our research in the long-term.

18   Candidate pack                                                               British Heart Foundation
Key duties
Strategic and project development
• Work with the Fundraising Engagement Managers to deliver the acquisition and retention
    marketing strategies (e.g. for cash, regular giving and lotteries) aimed at maximising
    recruitment numbers and average values, and stemming attrition
• Project manage direct marketing campaigns and retention plans in line with the business
    plan and budget. This will include all campaign stages from pre-campaign strategic
    input and campaign briefing, to overseeing agency design and the setup of backend
    procedures
• Utilise insight and analysis to identify opportunities for continuous improvement of those
    marketing plans to deepen engagement and drive improved value for and from our
    audiences
• Ensure that acquisition and retention activity is integrated where appropriate with wider
    BHF activity
• Manage any relevant external agencies to ensure that campaigns are produced on time,
    within budget and to agreed objectives

Budgeting and planning
• Input into the development of the department’s monitoring and reporting framework and
   associated KPI’s to ensure performance against budget is regularly analysed and reported
• Budget management of campaigns across a range of media such as TV and digital
• Complete monthly commentary reports and detailed end of campaign reports to ensure
   all salient information is documented and used to inform future activity
• Play a key role in the annual planning process. To be responsible for input into the
   departmental business plans ensuring an integrated approach that benefits all our
   customers
• Maintain an up-to-date knowledge of current legislation, best practice and industry
   standards from all relevant regulatory bodies including the Fundraising Regulator, IOF
   and ICO

Data analysis
• Work closely with the Insight & Analysis Team and external agencies to build up a detailed
   picture of BHF audiences, their profiles and behaviours, that will help us to continually
   refine and improve our activities
• Work closely with the other colleagues in Engagement and Activation and the wider BHF,
   to analyse the stages of the customer journey and understand what the key drivers are
   for attrition using customer insight and data analysis and to ensure this information is fed
   back into the programme to reduce attrition rates

General
• Keep up to date with sector developments and knowledge of this area, implementing any
  learnings as necessary

 19   Candidate pack                                                               British Heart Foundation
Person specification
Knowledge, training and qualifications
•    Extensive direct marketing experience: within a charity environment is preferable but not
     mandatory
•    Knowledge of recurring revenue models and loyalty programmes, including developing
     customer journeys that engage and retain supporters

Experience

•    Experience of using CRM systems, IT literate, (competent in the use of MS Office)
•    Experience of working in a fast-moving direct marketing team
•    Experience of prioritising and working on multiple projects concurrently with multiple
     internal and external stakeholders, and the ability to ensure they are delivered on time
     and within budget
•    Able to use, manipulate and analyse data across a variety of media (especially direct
     mail, telemarketing and digital)
•    Experience of working with expenditure budgets of £1m+, including monitoring and
     reporting on income and expenditure
•    Experience of managing multiple external agency relationships
•    Extensive and demonstrable charity direct marketing experience – IDM Diploma in direct
     marketing or equivalent desirable not essential
•    Demonstrable experience in a direct or digital marketing role
•    Experience of a full range of marketing channels is desirable, particularly Digital

Skills and Attributes

•    Strong interpersonal skills, along with the ability to develop solid working relationships
     with stakeholders, external suppliers and internal departments
•    Good strategic thinker with an ability to set long and short-term objectives
•    Able to use own initiative and identify opportunities and find solutions
•    Motivational and effective team member who can easily work as part of a cross function
     team to deliver shared goals and who value contributions but makes the decisions when
     needed
•    Numerate with good analysis skills with a proven ability to analyse and interpret results
     and translating this analysis into recommendations and action
•    Ability to work under pressure and manage a varied workload
•    Excellent communication skills, both verbal and written
•    Confident negotiation skills
•    Strong IT skills including a high degree of competence using Microsoft Office
•    Experiences of databases (fundraising or relationship databases would be an advantage)

Safeguarding

At the British Heart Foundation (BHF), we are committed to creating a safe and rewarding
environment for all of our people to work and volunteer. This means we have a robust
safeguarding policy to ensure everyone is treated properly, and a whistle blowing service so
people can raise any concerns they have confidentially

20   Candidate pack                                                               British Heart Foundation
apply for this role please use the apply
tton via the jobs page on our website. Our
ocess involves submitting your CV and a
vering letter, which should outline your
erest and explain how you meet the criteria
 ted in the person specification.

 applications are managed by our
cruitment Team. If you wish to speak with
member of the team regarding the role
d your application please contact them on
reers@bhf.org.uk
rly application is encouraged as we
l review applications throughout the
vertising period and reserve the right to
 se the advert early should we receive a
ficient number of applications.

            How to
                                apply
            To apply for this role please use the apply      Early application is encouraged as we
            button via the jobs page on our website. Our     will review applications throughout the
            process involves submitting your CV and a        advertising period and reserve the right to
            covering letter, which should outline your       close the advert early should we receive a
            interest and explain how you meet the criteria   sufficient number of applications.
            stated in the person specification.

            All applications are managed by our
            Recruitment Team. If you wish to speak with
            a member of the team regarding the role
            and your application please contact them on
            careers@bhf.org.uk

            21 Candidate pack                                                             British Heart Foundation
bhf.org.uk

Heart transplants. Clot busting drugs. Pacemakers.
Breakthroughs born from visionary medical research. Research
you fund with your donations.

Heart and circulatory diseases kill 1 in 4 people in the UK. They
cause heartbreak on every street. But if research can invent
machines to restart hearts, fix arteries in newborn babies, build
tiny devices to correct heartbeats, and give someone a heart
they weren’t born with – imagine what’s next.

From heart attack and stroke, to vascular dementia and heart
failure, we won’t stop funding research until we can cure and
treat every single one. Our research is the promise of future
prevention, cures and treatments.
The promise to protect the people we love. Our children. Our
parents. Our brothers. Our sisters. Our grandparents. Our closest
friends.

You and the British Heart Foundation. Together, we will beat
heartbreak forever.

© BHF 2020, reg charity no 25971/SC039426

22   Candidate pack                                                 British Heart Foundation
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