Also known as...
Head of Marketing and PR/ Head of Marketing and Communications
The role in brief...
This role builds the reputation and profile of the agency and supports the New Business Team in the conversion of new business. They create the agency marketing and communications strategy; plans for building client relationships; the agency’s profile and its work. They lead conversations with the senior leadership team, the internal client account leads, and the global management team, as appropriate. They manage and cultivate PR relationships and opportunities as the external communications lead.
Working with...
- Internal: Across the agency; Agency management/leadership team; Agency account teams, including planners/strategists; Creative teams and directors; Creative services and production staff; New business team; Human Resources/Talent Team; Finance Team. Global marketing team as required.
- External: PR Agency, Publication Journalists, Event Companies, Print and Design companies, Award and Event Organisers. Clients.
- Head of Marketing will report to the senior management team of the agency, usually the Managing Director. They may also report to the global Chief Marketing Officer.
- They will manage and motivate staff within their team, being accountable for their performance and providing them with professional development opportunities.
Responsible for..
- Devising and leading the internal and external marketing strategy and plans for the agency. Managing and leading the internal communication within the agency and maybe across several markets and/or global network,
- Identifying opportunities to raise the agency profile/brand which will enable new client opportunities and build/reinforce the reputation both internally and externally.
- Industry positioning to maximize the effectives of industry bodies membership.
- Representing the agency within industry organisations, attending networking and other events.
- Managing PR activities to achieve maximum coverage for the agency; figureheads, client wins, opinion pieces and manage the external PR agency where required.
- Good writing skills – storytelling, making complex arguments buyable – which they develop in others.
- Developing and implementing the marketing communication plan to support the attraction of new client opportunities.
- Developing, creating and delivering marketing materials for multiple channels.
- They will manage and motivate staff within their team, being accountable for their performance and providing them with professional development opportunities.
- Involved in recruitment and selection decisions for their team.
- Focused on the personal and professional development of their team.
Those who succeed are...
- Strategic thinkers who can inform the bigger picture, ensuring that all marketing and communications activity is aligned and supports the overall business objectives.
- Consultative on all aspects of marketing when collaborating with colleagues across the business – offering advice, insight and education on the best approaches to optimize their marketing efforts.
- Able to quickly acquire a solid understanding of the business to help inform best marketing practices to grow *the company’s* reputation and win new business.
- Experienced at planning and delivering a range of activities and events whilst coordinating communications both internally and externally
- Excellent communicators, both in understanding others and being understood, in all mediums
- Experienced in working in a professional services firm, ideally a creative or marketing agency, where they have led brand communication and successful marketing campaigns and events.
- Effective financial management skills, including models of assessing return on investment in marketing spend.
- Effective at writing compelling copy.
- Effective at developing an award strategy and writing award entries.
- Skilled at maintaining and developing media contacts from journalists and
- Proficient at identifying external speaking and leadership opportunities.
Where they come from, and where they go..
They may have their Chartered Institute of Marketing (CIM) qualifications and have developed a communications strategy - and may come from a PR background. Occasionally someone senior in Account Management who has new business experience will move into this role. They go on to be Marketing Director, Chief Marketing Director as well as extending their experience across different markets and regions.
They may also go onto related roles such as Content Marketing Director; Digital Brand Director; Digital Marketing Manager Director; PR Director.