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HEAD OF MARKETING AND COMMUNICATIONS

CANDIDATE INFORMATION

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GENERAL Windsor Academy Trust (WAT) was formed in 2011 to improve the quality of educational provision through the sharing of ideas and best practice amongst its member schools. The Trust has grown and now incorporates four secondary and five primary Academies across the West Midlands, within three Learning Communities in Dudley, Walsall and South Staffordshire. All schools within the Trust share a common purpose: to achieve the highest quality education for the children they serve, to enable every pupil to ‘unlock their academic and personal potential’. The centralisation of core functions and sharing of expertise has allowed each school to focus on the day to day learning needs of all students where teachers are motivated and empowered. The Trust is based in Halesowen in a custom-built office space which houses the central Executive Team. This is a modern, spacious environment which, in addition to housing the core support functions, has state-of-the-art learning environments used by both students and staff. Indeed, developing and supporting staff through continuous professional development (CPD) is central to raising standards in all WAT schools, and there is an extensive programme of professional training for all members of staff. WAT would now like to develop its marketing abilities to raise awareness and understanding of the important and exciting work taking place.

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THE ROLE The Trust is seeking to appoint a Head of Marketing and Communications with responsibility for the development and implementation of a marketing strategy across all WAT schools and activities. The postholder’s primary responsibility will be to support the growth and development of WAT; raising its profile, promoting school growth and other educational initiatives externally whilst clearly defining and articulating the WAT brand internally. This is a senior role, reporting directly to the Chief Executive, Keith Sorrell, based in the Halesowen office or, if preferred, dividing time between the Staffordshire (Great Wyrley) and Halesowen offices. This pivotal new role will be a member of the Senior Team alongside the CEO, Deputy CEO / Education Director, Chief Operating Officer, Head of HR and Director of Primary. WAT is a matrix organisation with the postholder having oversight of the Marketing/Communications staff within each WAT school, visiting the respective schools as appropriate. This is an exciting time to join the Trust as it grows and evolves as a centre for educational excellence. Two new Secondary Free Schools are planned in the near future; one in Blakenall, Walsall and the other in Sandwell in 2022. Furthermore, a new Sixth Form will open in September, 2020 to serve Great Wyrley and Cheslyn Hay Academies. The role is most likely to be suited to an experienced marketing professional bringing with them marketing, communications and commercial experience, gained inside or outside the education sector. They will be hungry to make their mark in this progressive and ambitious organisation, fully embedding marketing within WAT for the first time. The prospect to control all aspects of the marketing mix, working alongside highly motivated and visionary education experts, makes this an excellent opportunity for the right candidate.

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KEY RESPONSIBLITIES

Marketing

• Develop and implement the WAT Strategic Marketing Plan in conjunction with the CEO and in line with the overall WAT strategic priorities.

• Devise and execute the communication and public relations strategy to raise awareness and enhance WAT’s role in education among key stakeholder groups.

• Enhance and manage all elements of the WAT brand to ensure that it reflects the values, ethos and objectives of the Trust and that it is consistently implemented across all member schools and in all media channels.

• Manage the WAT marketing budget. • Develop strategies to support pupil recruitment in WAT schools.

Communication:

• Produce WAT promotional and advertising collateral, both print and digital, locally and regionally.

• Develop relationships with editors and other key media personnel in relevant local, regional and national publications, showcasing the Trust’s influential role in education, identifying relevant opportunities for ‘editorial pieces’ for the CEO and other senior staff.

• Manage marketing suppliers including designers, web and advertising agencies. • Develop the WAT website with ultimate responsibility for its continual evolution,

update and ongoing accuracy. • Monitor and manage the use and development of all WAT digital communications

tools including Twitter, Facebook and other emerging digital platforms. • Manage the WAT magazine to promote the Trust and member school activities

positively among parents of WAT students and prospective parents. • Network and build relationships with all key stakeholders: relevant sector

influencers, WAT staff, member schools, parents, prospective parents and the media.

Marketing and communications school support:

• Manage the WAT brand consistently across all member schools, providing overall marketing and communication guidance.

• Identify and realise opportunities for cost efficiencies across school communications (e.g. through bulk buying in relevant media).

• Ongoing liaison with communications personnel in member schools, meeting on a regular basis to share best practice.

• Enhance the marketing capability within WAT and the awareness of the importance of marketing and social media amongst all staff.

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Events:

• Identify events which maximise interest in WAT e.g. Via senior personnel speaking opportunities at relevant sector events, conferences and exhibitions.

• Develop suitable links and relationships in the local community as a whole. • Internally, promote the Trust at relevant school events.

PERSON SPECIFICATION CRITERIA ESSENTIAL DESIRABLE Education and Qualifications

• Relevant marketing qualification or equivalent marketing experience

• Educated to degree level or equivalent

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CRITERIA ESSENTIAL DESIRABLE Experience, Knowledge and Understanding

• A marketing and/or communications specialist with a minimum of five years’ relevant experience

• A proven ability to deliver results with energy, inspiration and vision

• Experience of establishing and implementing an effective marketing and communications strategy

• Planning and budget management

• An empathy for, and an understanding of, the Windsor Academy Trust vision.

• A demonstrable understanding of the principles of marketing, communications and public relations ideally within the education sector

Role Related and Personal Skills

• Highly articulate and literate with strong and persuasive communication skills

• Enthusiastic and entrepreneurial approach to motivate and guide others

• An energetic self-starter

• Professional and personable with the ability to network and build excellent relationships with a wide range of people

• An appreciation of how to use different media to best effect with different audiences

• Collaborative approach and a genuine team player

• Exercise diplomacy where required

• Proven ability to apply marketing principles in an educational context

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CRITERIA ESSENTIAL DESIRABLE Role Related and Personal Skills (continued)

• Able to work under pressure, to multiple priorities and strict deadlines, prioritising own workload

• Management of multiple marketing or media agencies

General • The desire to work in a fast-paced environment

• Willingness to travel to WAT schools across the region

• Current driving licence

• Understanding of the education sector, and the current challenges it faces.

REMUNERATION AND BENEFITS Job Title: Head of Marketing and Communications Reports to: Chief Executive, Windsor Academy Trust Line management responsibilities: None initially although a team is likely to emerge in support of the Strategic Marketing Plan going forward. Support will also be provided from the Chief Executive’s PA. The postholder will provide direction and guidance to communication personnel within each school. Starting salary: £competitive, depending on experience Hours: Full-time, permanent post, Monday to Friday throughout the year. If relevant, there is also the opportunity to work term-time only (plus agreed appropriate additional days where necessary e.g. event led in holiday periods). Pension: Local government pension scheme (LGPS) Holidays: 25-30 days holiday including bank and public holidays (dependent on experience). Other benefits:

• Free on-site car parking

• Use of WAT pool cars for school visits

• Laptop supplied

• Attractive, modern working environment

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CONDITIONS OF EMPLOYMENT

Probationary Period: 6 months Notice Period: One month notice during probationary period. Once the probationary period is concluded, the position is subject to three months’ notice. Safeguarding Children: Windsor Academy Trust is committed to safeguarding and promoting the welfare of children and young people. The post is subject to an enhanced DBS check and satisfactory references.

THE APPLICATION PROCESS To find out more about the post or the Trust, in the first instance please contact Nina Lambert at RSAcademics for a confidential discussion: Tel: 07764 185745 Email: NinaLambert@rsacademics.com To apply, candidates should complete the application form and email it together with a covering letter (both as PDF files please) to Alison Hooper at applications@rsacademics.com. Alison can also be reached by calling the Head Office on 01858 383 163. Please address your letter to Mr Keith Sorrell, Chief Executive, Windsor Academy Trust. Closing date for applications: 10am Monday, 3rd February, 2020

Telephone interviews: Thursday 6th – Monday 10th February, 2020 First round interviews: Wednesday 12th – Friday 14th February, 2020 Second round interviews: Date TBC

Windsor Academy Trust is an Equal Opportunities Employer and a registered Educational Charity. We look forward to receiving your application. Founded in 2002 by Russell Speirs, RSAcademics specialises in independent schools, in the UK and internationally, advising on marketing strategy and research, leadership consultancy and the search and selection of Heads and senior staff. Comprising a team of the best schools’ marketing professionals and respected former school leaders, RSAcademics provides a high quality service to schools with rigour, experience and warmth. Please visit www.rsacademics.com for more information.