Job Description

Role - Director of Strategic Marketing and Income Generation

Like many organisations, the Charity for Civil Servants has a very broad range of key audiences and stakeholders. Engaging with these audiences successfully - building and maintaining effective relationships across them all - is crucially important. The Director of Strategic Marketing and Income Generation will inspire and lead teams of specialists within the Charity to meet our objectives, extend the reach of our charitable impact and achieve its sustainability - by optimising regular income and exploring income generation from other sources.

As part of the Senior Management Team reporting to the CEO - and working closely with the Charity’s Trustees - the role of Director of Strategic Marketing and Income Generation will build on the previous Director of Marketing and Audience Engagement role - and has been introduced in its place:


  • Developing and delivering effective sustainable strategies for maximising income, building on our regular donor base and identifying, prioritising and optimising new funding opportunities.
  • Ensuring the Charity achieves (and sustains) effective engagement with all of its key audiences across our community - demonstrating the impact of that engagement, in pursuit of our Vision and Mission - and helping to monetise the value of that engagement, wherever possible.
  • Acting as a pioneer, champion and ambassador for the Charity’s evolving brand, inspiring others to believe in its fundamental importance.
  • Developing and embedding an exemplary, unified, exciting and effective approach to audience engagement (both internal and external) right across the Charity - integrating all our thinking - from service delivery and stakeholder management through to donor relations, volunteers and community engagement.
  • Driving culture change and collaboration across the Charity - promoting and championing innovation whilst balancing risk and compliance (eg. GDPR and Fundraising regulation) accordingly, your energy will engage, motivate and inspire.
  • Shaping, consolidating and leading an ambitious, effective and collaborative Directorate of specialists, setting clear examples of excellence and best-practice, proactively working ‘hand in glove’ with the rest of the organisation - operating in total support of Charity-wide objectives.
  • Promoting, enabling and rewarding high performance and personal development across all areas of your team, you will also specifically champion the importance of data, digital marketing and communications throughout the Charity.
  • Building and thriving on the vital sense of enjoyment and fulfilment which comes with the successful delivery of charity marketing and brand strategy, in support of such a worthwhile cause.

You will achieve this by

  • Working closely with other Directors, the CEO and Trustees to develop and drive forward the Charity’s corporate strategy - you will specifically set the agenda and establish the framework for all the Charity’s marketing, engagement and communications activity - by continually innovating, testing and learning.
  • You will build on our strategy to achieve appropriate and sustainable levels of income generation through regular donations, one-off giving, legacies and other complementary approaches.
  • Steering the strategic development of the Charity’s increasingly data-driven approach to marketing, playing a central role in the emerging organisation-wide data strategy.
  • Your dynamic and engaging style will deliver clear, consistent corporate leadership and direction for two direct reports - the Group Head of Marketing and Income Generation and the Group Head of Community Engagement, building and binding cohesive and well-motivated teams.
  • You will also lead a timely annual planning process to generate creative marketing, communication and fundraising strategies which engage individuals effectively across each of the Charity’s key audiences. These audiences include those we currently help, those eligible for our support but who are unaware of us (or reluctant to seek our help); key stakeholders within the Civil Service (Senior Civil Servants & HR etc); other charities and crucial partner delivery organisations within our sector; our own Trustees; our staff, our volunteers and existing or potential donors.

The Person

The new director will be a person with the insight and the experience to operate effectively in a senior role - but crucially, with the flexibility, drive and humour to build effective relationships at all levels, quickly.

Management and interpersonal skills of the highest order are required in order to work with and influence an extensive and diverse range of contacts - and this person will have a successful track record in marketing and income generation across the full range of channels. Motivating and leading a group of committed, experienced professionals covering a broad span of disciplines will be key.

Comfortable with all forms of market research and the principles of digital transformation and data driven insight, this individual will also have excellent hands-on experience of all aspects of internal and external communications - including PR, Direct and Relationship Marketing.

This person may have gained senior level experience in a charity, civil service or not-for-profit environment and will be commercially astute. Proficient at managing change in a dynamic environment, you will apply a combination of core skills in driving forward the Charity’s agenda - to deliver personalised help, enable donor acquisition, encourage retention through customised communications and measure the real impact of our interventions.

Fundraising is a very specific responsibility in this role - and a wealth of direct experience in this area is highly desirable. The ability to network effectively within government departments will also be key - as is the ability to swiftly grasp the dynamics of Civil Service management and organisation.

Excellence in written and oral communication will underpin the core marketing (and ROI) expertise to achieve powerful and productive Audience Engagement - cost-effectively, through insight and rigour.

Remuneration, Terms and Conditions

The role is based in Cheam, but requires some travel throughout the UK, and regular meetings in central London.

The base salary is circa £70-£75k dependant on experience and is reviewed regularly by the Board’s Remuneration and Nominations Committee.

Normal hours of work are 36 hours per week, but the post-holder will be expected to work those hours necessary in order to fulfil the requirements of this senior role.

The notice period is three months, both for the employer and employee.

The holiday entitlement is 30 days, plus 8 days public holidays. The Charity normally closes between Christmas and the New Year bank holiday and employees are not usually expected to take this as annual leave.

The Charity operates a group personal pension plan under which the post-holder can receive a generous employer contribution which doubles any employee contribution of up to 7%: a combined total contribution of 21%.

There is generous provision for dependents in the event of death in service in terms of a lump sum of multiples of final salary.

The Charity offers a contribution paid Health Cash Plan.

A number of other benefits apply, such as season ticket loans, a cycle-to-work loan scheme etc.

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