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Page last updated icon Page last updated on 20th December 2024

Head of Campaigns and Digital

The role

Job title: Head of Campaigns and Digital

Job salary: £80,000 - £90,000 per annum

Job location: London, SE1 (hybrid working, minimum 2 days per week in the office)

Deadline: 6th January 2024

Purpose of the job

Smart Energy GB (SEGB) is a consumer engagement not-for-profit, tasked by the government and funded by the energy industry, to deliver the national campaign to drive the adoption of smart meters, helping pave the way towards a greener, more energy-efficient Britain.

It is a unique marketing challenge as we must convert the whole country to adopt smart meters not just the warmer prospects and including those who actively don’t want one.

The Marketing team are responsible for driving this consumer behaviour change and deploying a multitude of marketing levers to drive smart meter adoption from consumers, small businesses and customers in vulnerable circumstances (CIVCs). This includes extensive advertising campaigns, partnerships, and constant optimisation of the online customer journey to our website and on to energy suppliers.

We are accountable to both the government (DESNZ) and energy suppliers (e.g. retailers).

We’re looking for a Head of Campaigns and Digital with an integrated campaign background and strong digital experience. This role suits someone who enjoys the strategic side of knotty audience challenges as well as the development of integrated marketing output, on-site, and in search.

Key tasks and responsibilities

  • Leading integrated marketing campaigns and projects, from strategy through to activation and optimisation

  • Oversight of all of our digital output i.e. campaigns, website, search and social media

  • Leading a team of 8 people, a mix of digital specialists and campaign managers

This will involve:

  • Guiding strategic and creative development of integrated marketing campaigns for a multitude of propositions and audiences across domestic audience segments, microbusinesses and customers in vulnerable circumstances (CIVCs)

  • Working with external agencies and ensuring optimal service and quality of deliverables against set objectives, timelines and budget. Our primary agencies are AMV, Gravity Road and T&PM (formerly m/SIX). This role specifically has responsibility for leading the wider relationship with Gravity Road, also Clerkswell for web development and Social Bear for community management

  • Working with Insight department to utilise audience and performance data for marketing campaigns, interrogating the organisation’s databases and external data

  • Overseeing the team delivering always-on digital activity, including:

    • Content strategy and development for paid media and our owned platforms

    • Managing the SmartEnergyGB website, with a focus on usability and user experience, to optimise the experience of consumers, partners and stakeholder visitors

    • Social media strategy and management, directing and co-ordinating activity of our agency partners, and internal team

    • Implementation of backend systems and development of front-end user experience

    • Digital procedures(for example editorial workflows or crisis management plans) and ensuring best practices in accessibility, digital management, risk management and content governance

    • Planning and managing the visibility of digital assets through display and paid social advertising, PPC and SEO

  • Reporting on the effectiveness of marketing campaigns using pre-determined KPIs, often to senior stakeholders

Team responsibilities and stakeholders

  • Support senior stakeholders in the development of robust, integrated marketing plans. This includes SLT as well as government and energy suppliers as appropriate

  • Help teams to prioritise the right work, and deliver strategic and creative excellence

  • Support the technical capability of the digital team, specifically around the website functionality and SEO

  • Contribute to positive morale and culture amongst the team

  • Collaborate closely with immediate peers - 3 other heads of department in Marketing – Head of brand and campaigns, Head of Media and Head of specialist audiences (partnerships expert)

  • Collaborate on key projects across other directorates including Insight & Analytics, Consumer PR, Corporate Affairs and Operations

  • Report to the Deputy Director of Marketing and play a positive and proactive role in the management of our organisation

Commercials

  • Co-administer an annual marketing budget of around £25m (including media), and have specific ownership of a budget of circa £1.5m

  • Manage and measure marketing campaign performance and costs

  • Negotiate with media and creative agencies as necessary to ensure procurement best practices are always adhered to

  • Competently demonstrate value for money to those running the organisation as well as external stakeholders

  • Ultimately responsible for managing a creative agency, a web development agency, a community management agency and an SEO agency

Skills, experience, and competencies

It is critical that you have either worked in a senior position within an in-house consumer marketing team or as a senior strategist/business lead for a prominent, integrated communications agency. (In-house experience is preferable). You must be able to demonstrate the following:

Essential

  • Experience of strong strategic thinking to solve complex consumer challenges

  • Creating and delivering major, integrated consumer marketing campaigns

  • Strong digital experience which covers both the creative and technical elements of: digital display and social media, content development, SEO and PPC, website development and management

  • Experience working with major media and creative agencies and managing senior relationships within those agencies, holding agencies to account and negotiating renewals or running pitch and procurement processes post-appointment

  • Excellent management of senior relationships with a wide range of internal and external stakeholders and ability to build strong cross-functional relationships

  • Experience managing and motivating excellent performance from sizeable teams with different levels of experience and skills/areas of focus

  • Ability to head up the development of clear and robust strategic recommendations, write effective client creative briefs, evaluate creative work and challenge media plans and experience in identifying and applying appropriate use of data

  • Ability to advise on all things digital across the business

  • Ability to evaluate creative and media agency cost proposals, agree on clear scopes of work and manage a significant marketing budget

  • Excellent communication skills: the ability to write and present succinctly

  • Curious and proactive, with the flexibility and resilience to adapt to evolving tasks and organisational requirements

Desirable

  • Understand best practices targeting different segments of society including more vulnerable audiences

  • Strong project management skills, ensuring projects are delivered on time and within budget

  • Appreciation of the objectives and activities of Smart Energy GB

  • Appreciation of the diversity of the people and communities of Great Britain

About us

Our Challenge

Welcome to Smart Energy GB. It’s our task to engage everyone in England Scotland and Wales with the national rollout of smart meters - and we are all thrilled to have this once-in-a-career chance to communicate with the whole of our diverse nation.

Every British home and microbusiness has the opportunity to upgrade to new gas and electricity smart meters, which will utterly transform the way we all buy and use energy and pave the way to a smarter, more energy efficient future. It’s one of the biggest technological and infrastructural investments of our time, the smart meter rollout has already converted just over 50 per cent of British households. The goal for this voluntary technological upgrade is to engage every household in Great Britain, and so there is a continuing critical role for Smart Energy GB in the years ahead (government has recently indicated that Smart Energy GB’s campaign should continue until at least 2025, and potentially beyond).

Our campaign is one of the most far-reaching of any campaign in the country. We are talking to consumers from all backgrounds, across the whole of Great Britain. Our legal duties mean that we have a particular need to make sure that consumers who are harder to reach or need greater support are not left behind (already an important part of our responsibilities and likely to be an increasing focus over the period leading to 2025).

It’s an exciting time to join one of the most talented and creative teams in the country. We have an exciting mission, and we pride ourselves on having a fully inclusive working environment.

We love what we do. We are flexible, eager to learn and hugely motivated by this chance to be part of one of the biggest-ever behaviour change campaigns, which brings with it benefits for both individual households and the environment.

We’re looking forward to meeting you, and hope you’ll be as fired up about the challenge ahead as we are.

The Smart Energy GB team

Diversity

Diversity

Smart Energy GB is an equal opportunity employer and we value diversity. We use data to measure the effectiveness of our attraction and selection methods to ensure that they are fair and equitable and that opportunities at Smart Energy GB are accessible to people from all backgrounds.

We actively encourage applications from currently under-represented groups. We have identified ethnic minority, lower socio-economic background, disability and gender as the key areas we would like to focus our recruitment efforts in.

What do we do at Smart Energy GB to promote diversity and inclusion?

Every person who applies for a role at Smart Energy GB is asked to complete a diversity questionnaire and they are asked whether or not they consent to their diversity data being taken into consideration at the shortlisting stage.

Disability Confident Scheme

We have the Disability Confident Leader status and we are committed to making our recruitment practices as inclusive and fair as possible for all applicants. Disability Confident is a government scheme designed to help us make the most of the talents of those with disabilities and/or health conditions in the workplace.

All disabled applicants who meet the minimum requirements of the job as set out in the job description and person specification will be guaranteed an interview. If there’s anything we can do to make our interview process or working environment more inclusive and to meet your particular needs please let us know. Our offices have full wheelchair access.

We consider our commitment to the Disability Confident scheme in many aspects of our work life, including our offices. We moved to a new London office in September 2021, and having an accessible layout was a high priority in this search.

All In Champions

We’re committed to creating a workplace where everyone feels like they belong. That’s why we’re proud to be one of the first organisations awarded All In Champion status, as part of the Advertising Association, ISBA and IPA’s initiative. To achieve this, we provided evidence that we have adopted the first six actions from the All In Action Plan – improving the experience and representation of:

  • Black talent
  • Disabled talent
  • Working-class talent
  • Women
  • Asian talent
  • Older talent

You can read more about how to become an All In Champion and what it means here.

Rooney Rule

We are building a team that is able to understand the needs of and effectively communicate with the whole of our diverse nation. We want our team to reflect the diversity of the wider population. This includes the representation of people from ethnic minorities and lower socio-economic backgrounds. We apply the Rooney Rule to achieve this.

Subject to consent, out of the candidates who meet the essential selection criteria for the role and who are from ethnic minority or lower socio-economic backgrounds, at least one will be shortlisted for the next stage in the recruitment process, which is usually an interview.

Benefits

Benefits

Every member of our team goes above and beyond, helps one another out and contributes to the achievement of our ambitious goals. We think it’s only right for us to reward them accordingly:

  • Competitive pension scheme
  • 25 days annual leave (plus bank holidays)
  • Gym memberships
  • Private medical insurance
  • Annual health check
  • Annual eye test
  • Season ticket loan
  • 5 annual volunteer days
  • £1,000 (net) work anniversary gift
  • Local discounts with Better Bankside Buzz Offers
  • Option to buy additional annual leave
  • Option to take out a personal loan
  • Cycle to work scheme
  • Free standard breakfast and healthy snacks provided in the office
  • An in-house wellbeing programme, Thrive

Thrive

We take our role as an employer seriously and work hard to create a great place for people to work. But we also have an opportunity to support our employees outside work. In order to do so, we’ve rolled out Thrive; a programme to help our people live healthier, feel better and deal with life’s curveballs.

Through our employee assistance programme we’re all able to, anonymously and confidentially, access financial, medical and mental health advice if we would ever need it. We’ve even extended this offer to our employees’ immediate families. Throughout the year we also invite various experts, such as mental health and wellbeing coaches to help us live life a little smarter.

Alongside this, we also have the ‘Thrive Room’ in our London office, which is used as a private and comfortable space. It can be used for people to take time out, meditate, pray, or for new mums returning to work who may be breastfeeding and need to express milk.

 

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