My role: Exec Marketing, Comms & Digital Director
At The Children's Society I reported to the CEO, as part of the Senior Leadership Team, to lead the organisation through significant and transformational change. Responsible for creating and embedding a new Marketing, Communications, and Digital Directorate, delivering all aspects of external communications, leading a team of 50+ and managing a budget of £2 - £3 million, with operational responsibility for brand, audience segmentation and data, comms planning, creative development, media, reputational management, digital and impact and performance management, with accountability to the Board of Trustees. Here are some highlights.
Executing a Rebrand
About: After developing a new brand for The Children's Society as a consultant, I returned to help them embed it into the organisation as an Exec Director.
Deliverables: A annual comms plan, a case for support, new messaging frameworks, a new proposition, toolkits, collateral updates and retail roll out.
Result: A16 point shift up the Third Sector Charity Brand Index.
Awards: Third Sector Rebrand of the Year (Highly Recommended), and Transform award.
1st Integrated Christmas Campaign
About: A campaign to bring together fundraising, campaigning, business development and service delivery behind one common theme - Child Sexual Exploitation - to create a platform to drive time, money and voice.
Deliverables: A digital ad/campaign, a direct marketing campaign, 200+ pieces of stakeholder collateral for our community networks, a new policy campaign, a new CSE service launch and events for commissioners.
Award: Creative Pool award
Seen & Heard
About: Seen & Heard was a digital training platform commissioned by the Department of Health to train health care professionals to spot the signs of sexual abuse.
Deliverables: An e training platform, a short training film, a ministerial launch and a partnership based marketing campaign.
Result: 3.3 million people trained, Net Promoter Score of 9.4, 90%+ across training metrics
Award: GOLD - EVOCOM award x 2, Best Commissioned film Haelo Film Festival and short listed for a a BIMA (British Interactive Media Award)