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Role Description

Director of Digital Transformation & Communication

Reports to:

Chief Executive

Responsible for:

Head of Digital, Head of Marketing, Head of Campaigns, Media & PR, Head of Editorial and Creative Services, Communications Projects Manager

Main relationships:

Directors, Board of Trustees

Direct contacts:

Parkinson’s UK staff and volunteers, people affected by Parkinson’s, health and social care professionals, researchers, journalists, key influencers, spokespeople, service providers and agencies

Main purpose of the job

  • Drive the cultural change required to maximise the potential of digital to transform the lives of people affected by Parkinson’s and enable the charity to meet its strategic goals
  • Spearhead marketing and communications to increase the reach, profile and impact of the charity
  • Ensure the development and execution of effective, integrated and high impact cross channel communications campaigns

Brief description of directorate

The directorate spans the charity’s digital, marketing, media, PR, editorial and creative functions. The directorate teams play a central role in ensuring effective communication to increase the reach and profile of the charity, building engagement with our key audiences and positioning Parkinson’s UK as a leader for change across the Parkinson’s community. The directorate is also the engine for digital transformation across the charity, to enable us to capitalise on the power of digital and technology to deliver our goals and improve life for people affected by Parkinson’s.

Scope of the job

  • Drive cultural change across the charity and Parkinson’s community, empowering effective use of digital to meet the charity’s strategic goals
  • Position the charity at the vanguard of technological development to improve Parkinson’s management and enable people affected by the condition to take control
  • Provide overall leadership for marketing and communications activity to build engagement and maximise the profile of the charity and condition
  • Lead, manage and be accountable for the work of the directorate.
  • Play a strategic role as part of the senior leadership team

Duties and responsibilities

Drive cultural change across the charity and Parkinson’s community, empowering effective use of digital to meet the charity’s strategic goals.

  • Develop and take forward a digital transformation strategy to strengthen the culture, capacity and capability of the charity to harness the power of digital in support of strategic goals
  • Act as a champion for digital transformation at the board and senior leadership team
  • Lead implementation of the charity’s technology vision and digital roadmap.
  • Forge positive cross-charity relationships to secure buy-in and embed digital thinking across the organisation.
  • Position the charity digitally at the hub of the wider Parkinson’s community of people affected, supporters, researchers and clinicians across the UK and internationally.
  • Build positive relationships with the information technology team to ensure the right infrastructure to deliver the digital transformation strategy and technology vision is put in place.
  • Develop a data strategy to underpin our goals, including the charity’s ambition to maximise fundraising income and connect with everyone affected with the right personalised support.
  • Work closely with the human resources and volunteering team to build digital capability across the organisation.
  • Ensure digital analytics and audience insights are used to drive the wider activities of the charity.

Position the charity at the vanguard of technological development to improve Parkinson’s management and enable people affected by the condition to take control.

  • Identify and support the development of assistive technologies that enable better clinical and self-management of the condition and empower people affected to take control.
  • Build external partnerships and commercial relationships to take forward the development and roll out of relevant technologies.
  • Strengthen digital literacy and engagement among people affected by the condition, identifying and taking forward relevant approaches and partnerships to achieve this.
  • Develop relationships and insight into the wider community of researchers and health and social care professionals in the Parkinson’s field, determining and rolling out appropriate mechanisms to build digital engagement.

Provide overall leadership for marketing and communications activity to build engagement and maximise the profile of the charity and condition

  • Define the key communications priorities for the charity and drive implementation of the communication strategy across the organisation to maximise reach and engagement of key audiences.
  • Ensure effective cross organisational planning to deliver integrated high profile campaigns and communications activity that increases understanding of the charity and condition.
  • Lead effective communication of the charity’s vision, strategy and impact, to build support and maximise fundraising potential.
  • Lead effective communication with the diverse community of people affected by Parkinson’s in the UK, ensuring there is clear understanding of the positive difference we can make to people’s lives.
  • Maintain and enhance the charity’s reputation, overseeing all external communications output and ensuring robust processes are in place to secure consistently high standards.
  • Act as a brand champion and ensure the Parkinson’s UK brand is developed and used effectively, raising the profile of the charity by developing key relationships with key influencers, spokespeople, service providers, the press.
  • Identify and take forward key external relationships and partnerships to further the charity’s goals.
  • Ensure all communications activity continues to be shaped by deep audience insight, including the perspective of people living with Parkinson’s.

Lead, manage and be accountable for the work of the directorate.

  • Ensure the work of the directorate is planned effectively, with full involvement of staff teams and people affected by Parkinson’s.
  • Work closely with relevant Heads of Department in the development and roll out of strategic plans, making effective use of their skills.
  • Put in place strategic plans and associated budgets for all aspects of the directorate, with clear objectives, performance measures and monitoring and evaluation systems.
  • Ensure the directorate’s work is meeting relevant external quality standards, including the Information Standard for our information resources, and Customer Service Excellence and others as appropriate.
  • Ensure the directorate teams are appropriately resourced and skilled.
  • Develop strategies to build positive working relationships between departmental teams and with other directorates and across the strategic themes, agreeing joint plans and bringing together in cross-functional working groups as appropriate to develop integrated ways of working.
  • Monitor progress against priorities to ensure we are focussed on our goals, providing regular reports to the Chief Executive and Board.
  • Ensure effective governance, management procedures and controls are in place and implemented at all times.
  • Ensure that all the activities of the directorate are in support of the Charity’s brand values.
  • Ensure value for money and effective use of resources and maintain financial and budgetary controls in all areas of directorate activity.
  • Ensure that there is effective performance management within the directorate and that staff have appropriate support and opportunities to use their talents to the full for the benefit of the charity.
  • Celebrate and recognise successes within the directorate.

Play a strategic role as part of the senior leadership team

  • Work with the Chief Executive, trustees and Director colleagues to develop and communicate charity-wide strategy.
  • Work with director colleagues to ensure that appropriate resources are in place to support our programmes.
  • Undertake corporate assignments as required by the Chief Executive.
  • Act as an ambassador for the charity and, by personal example, embed the brand values and leadership competencies across the everyday work and behaviour of the directorate and the charity as a whole.
  • Work collaboratively as part of the Directors team.
  • Attend Board Meetings and prepare papers to update the Board on the development of strategic activities, as required.
  • Represent the charity with both internal and external audiences, communicating positively the work of the whole charity.
  • Take a lead on key strategic issues pertinent to the achievement of charity objectives.
  • Identify and take maximum advantage of strategic opportunities to develop external partnerships to achieve charity objectives.
  • Identify creative and innovative solutions as well as practical approaches to charity-wide issues.

General responsibilities

  • Be flexible within the broad remit of the post
  • Keep professional knowledge and expertise up-to-date
  • Take direction on priorities from the line manager, which may vary from time to time
  • Adhere to organisational policies and practices including equal opportunities and code of conduct

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