Head of Marketing and Communications

You will be responsible for developing and delivering the marketing, communications, and commercial media strategy of the Association, working closely with other Heads of Department to ensure that it supports the objectives of the membership, policy, and education departments.

Principal Duties and Responsibilities

• Work with colleagues, members, and other stakeholders to develop and maintain a strong understanding of the landscaping industry.
• Research, develop, and deliver the Association’s marketing strategy, aligning with the agreed business plan and supporting the objectives of the membership, policy, and education departments.
• Develop creative, effective solutions to strategic marketing objectives.
• Create and implement the annual marketing plan, working to and managing the agreed budget, and to the agreed income targets for the department.
• Develop and deliver an internal communications plan that promotes the Association’s values, creates engagement, and delivers against HR objectives.
• Advise colleagues and members (where appropriate) on all aspects of marketing and communications in response to a fluid economic climate, including raising and responding to any opportunities and threats.
• Take responsibility for the efficient, high-quality delivery of all aspects of marketing communications, including the performance of your direct reports.
• Manage, coach, and develop the marketing and media sales team, currently comprising marketing, content, and design roles together with the Media Sales and Sponsorship Officer, including setting objectives, performance targets, and, where applicable, commission structures.
• Take ownership of the BALI brand and the way it is used, represented, and nurtured.
• Monitor and measure the results of marketing and communications activities against agreed targets and report on progress as required.
• Lead the delivery of BALI’s flagship industry projects, shows, and exhibitions, including major show gardens, the national conference, and industry trade shows. This includes project management across member companies, suppliers, designers, colleges, and contractors, together with the associated budgets, sponsorship, and reporting.
• Conduct research with existing members and industry to inform the overall business strategy and help drive relevant marketing activity, including Association surveys.
• Manage our media relations, building relationships to create opportunities to raise our profile and support our key messaging.
• Select and manage external agencies and suppliers.
• Own and grow the Association’s non-subscription income from media sales, sponsorship, advertising, and commercial partnerships, setting and delivering the annual income target and leading major sponsor negotiations and renewals.
• Hold editorial ownership of BALI’s owned media, including Landscape News, the Dig Deep podcast, and the Association’s video output, overseeing editorial planning, production, contributors, external production partners, and the commercial packages sold around them.
• Own the Association’s digital estate, including the website, email marketing platform, social and messaging channels, and marketing data and analytics, taking decisions on channel strategy, governance, and the adoption of new platforms and tools.
• Work with the membership department to plan and deliver member recruitment and retention campaigns against agreed targets for enquiries, conversions, and renewals.
• Prepare papers and reports for the Chief Executive, senior management team, and Board on marketing and commercial performance, major projects, and campaign results.