ID Cards - Head of Marketing, Communities Group Directorate - Home Office |
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Summary Information
| Department | |
Closing Date | |
| Home Office | |
15/10/2004 | |
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| Salary | |
Salary Details | |
| £47,000 - 66,000 |
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A contribution of between £47,000 and £66,000 per annum will be available | |
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| Terms of Employment | |
Eligibility | |
| Secondment | |
See Full Description | |
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| Location | |
Working Arrangement | |
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No working arrangements. | ||
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Vacancy Description
Background
The Home Secretary is introducing a Bill to enable the introduction of ID Cards and new identity verification services in 2007/8. This will provide every UK resident over the age of 16 with an easy, convenient and secure way of demonstrating their right to be here and of asserting their place in the community. It will support the more efficient delivery of public and private services and will aid in the fight against identity theft, illegal working and immigration, organised crime and terrorism.
A Programme Team is in place to develop the card and to take it through the various development phases, including definition, the enabling Bill, implementation planning, implementation and launch. The Head of Marketing is a key role within the Programme Team structure.
The opportunity
The Head of Marketing will take responsibility for all aspects of positioning and promoting ID cards and ID card services to its customers and stakeholders. During the passage of the Bill, this will include communications with Ministers, MPs and others, and throughout the programme will involve contact with delivery partners, major users of the scheme (such as the Health Service and Police) and with members of the public. In addition, there are a large number of other organisations that have an interest in ID cards (including some favourably disposed towards ID Cards, and some against the idea) whose views and concerns need to be understood and managed as the programme proceeds from consultation towards launch and beyond.
As well as development of the Marketing Strategy for the ID Cards (covering the vision for the scheme, its positioning and branding) the role will have oversight of stakeholder management, research, and communications activities within the marketing function. The Head of Marketing will report to one of the Deputy Programme Directors. There are three direct reports and a further nine positions within the marketing function.
As jobholder you will have responsibility for:
- Leading, motivating and managing the marketing team, to help them deliver their part of the work programme in a coherent and consistent way to high standards, and enabling individuals to develop and learn;
- Scoping all marketing deliverables within the programme and ensuring they are delivered on time and to a high standard of quality
- Working closely with other work stream leaders to ensure their deliverables are provided, and to specify marketing requirements managed by others (for example, defining the customer experience and behaviours to support the brand);
- Coaching and developing staff in marketing/sales/distribution concepts and best practice;
- Providing collective leadership for the programme;
- Liaising with the Home Office central communications team to ensure coherence with overall Departmental communications.
The candidate
The successful candidate must demonstrate the full range of competencies:
- Giving purpose and direction
- Making a personal impact
- Thinking strategically
- Getting the best from people
- Learning and improving
- Focusing on delivery
- Skills transfer
Essential skills
The successful candidate will need to demonstrate skills and experience in the following areas:
- Developing the marketing strategy for a new product/service. Particularly relevant is experience of universal services intended for all customers (including hard to reach and ‘difficult’ customers who cannot be turned away);
- Motivating and dealing with distribution partners and other third parties whose commitment and enthusiasm is essential for success;
- Knowledge and experience of designing and managing research programmes to enable tailoring of products/services to particular audiences;
- Developing and implementing strategies for new brands, advertising, public relations and communications;
- Driving demand and encouraging take-up;
- The job-holder will need to be comfortable operating as a member of a very interdependent team both in business areas and in management culture, working in an open plan environment.
The opportunity may suit candidates from the private sector with appropriate experience, or from the public sector with similar experience of the need to tailor services and encourage take-up. Skills transfer experience is of particular interest, with a requirement to coach and develop existing staff to take over aspects of the role at the close of the secondment/contract.
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How To Apply
Application process
To apply please complete the electronic application form available on the WIG website and send it, accompanied by your CV, to newchallenges@wig.co.uk.
If you have any questions about these opportunities, please contact Nahdia Khan or Tricia Sipek on 020 7222 1166
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