Job Purpose – overview
Xcite is the trading name of West Lothian Leisure which is a registered charity. We are at the heart of the community and are passionate about our vision of a West Lothian where everyone has the opportunity to live a healthier, happier and longer life. We are the delivery partner of choice for national agencies and local organisations responsible for improving lives through sport, health, physical activity, outdoor education and culture. We have a turnover of £12.5m, over 20,000 members and attract over 2.4m visits p.a. to our venues and outreach services.
We are proud of our customer service excellence, care about the services we provide to communities in West Lothian and want to do more. Following a period of significant change we have a new vision and plan for the future. The sky is the limit both in terms of expanding and improving our offer, increasing sales and participation and raising the profile of the ‘social good’ we deliver.
We are looking for an exceptional and creative all-rounder with a great track record who wants to make a difference. Working across strategy and delivery you will support business growth, whilst telling our story and increasing awareness of our charitable purpose and impact.
You will work across the full marketing and communications spectrum including brand, digital and media communications, marketing of products and services, and public affairs and campaigns. Leading a small but talented team of service providers your role will be to increase awareness and engagement with our brand and services and support growth in revenue.
In the role you will also ensure all communications and marketing platforms are fit for purpose and will lead on the development of our new website.
Core Accountabilities & Responsibilities
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v Leading on the creation, development and management of digital and social media strategies including: social media; website; online presence and utilising the Customer Retention Management System data. v Develop, implement and manage multi-channel marketing plans - an ability to reach under-represented groups and target audiences is particularly important. v Manage the marketing staff including freelance service providers. v Manage the marketing budget ensuring spend remains within allocated budget. v Manage the Charity’s positive brand image ensuring all signage and print is consistent with the Charity guidelines. v Manage projects. v Manage all marketing, publicity and PR design and print materials procuring online for all printed materials and PR requirements. v Manage all aspects of the Charity’s Public Relations Strategy and responsive/emergency PR requirements. v Provide professional marketing communication advice and training to colleagues. v Provide reports and make presentations to the Leadership Team and Board as required. v Alongside the Sales and Retention Manager, manage the development of the fitness membership offer including all products and packages and strive to continually develop these to maximise sales. v Contribute to the pricing strategy for the company. v Contribute towards innovation of company products and strategies. v Reviewing and proofreading all digital content such as blogs, social media content, advertisements, and website copy. |
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The above list is illustrative, not exhaustive. Accordingly, there may be a requirement to undertake additional duties, consistent with the level of the post, as directed. |
Essential Qualifications, Experience and Skills
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v Demonstrates excellent core competencies and good management competencies v Educated to degree level or equivalent in a relevant discipline. v Previous experience and proven track record in a similar role including brand management, digital marketing, customer insight and analysis, website/social media management. v Excellent written and verbal communication skills with the ability to write briefs, copy write and press releases. v Excellent project management skills. v Managing budgets. v Experience of effective presenting and report writing. v Highly proficient in Microsoft Office packages. v Web content creation. v Proficiency in digital marketing and analytics tools such as google analytics. v Knowledge of Adobe, Photoshop, Quark, digital marketing and content management systems. v Experience of public relations management including responsive an emergency PR. v Current valid driving licence [and use of a vehicle]. v Willingness to continuously develop and attend training and development sessions in line with your personal training plan, on occasion out with your normal hours of work, to ensure the required level of competence. |
Desirable Qualifications, Experience and Skills
- Knowledge of content and influencer marketing strategies
- Knowledge of the leisure, health and fitness or hospitality industries.
- Basic HTML knowledge.
Job Dimensions
- As a member of the management team, provide leadership and motivation to peers, colleagues and direct reports.
- As a member of the Management Team lead on strategic and operations plans for Marketing and Communications, including determining resource allocation and ways of working.
- Direct responsibility for managing budgets.
- Deputise for the Head of Corporate Services.
Core organisational competencies
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Service delivery Champions the service, focusing on individual customer’s needs and responding with service that surpasses their expectations. |
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Honesty and integrity |
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Being truthful, keeping promises and commitments and making ethical decisions. |
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Respect for equality and diversity Understanding others’ behaviours and culture and treating everyone fairly. |
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Personal effectiveness Personal responsibility for making things happen – being accountable for your own actions. |
Core Management competencies
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Developing self and others Investing time and resources in developing self and others’ capability. |
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Team working/Leading and inspire Motivating others and developing teams to deliver the Charity’s objectives. |
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Strategic thinking Making sense of complex and disparate ideas and innovating. |
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Commercial focus/awareness Investigating and gathering information in order to make sound commercial decisions. |
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Entrepreneurial drive Being business focused with a desire to constantly improve performance. |
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Partnership working/stakeholder management Working effectively with others inside and outside the Charity to achieve the best outcomes. |
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Analysis and decision making Identifying and analysing relevant data from multiple sources. Making objective and timely decisions based on available evidence and sound analysis. Generating a range of ideas to support decision making process.
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Additional information
- This post is subject to a basic check from Disclosure Scotland.
- Required to work flexibly with some evening and weekend working
- You will be required to be aware of current Health and Safety Policy and to responsibility for your own safety and the safety of others who may be affected by your acts or omissions at work.
- WLL promotes equality, diversity and inclusion. We welcome applications from candidates, irrespective of age, disability, gender, gender identity or gender reassignment, race, religion or belief, or sexual orientation.