Marketing Executive - Mayor of London

Salary: £35,744 per annum

Grade: 6

Contract type: Permanent

Reference: 040922

Application closing date: 15 January 2023 at 23:59 GMT

About the Role

We’re looking for an experienced Marketing Executive to join City Hall’s Marketing Campaigns team. This is a challenging and rewarding role for someone with fresh ideas and a passion for marketing and campaigns. You should love London and want to know what makes Londoners tick. You’ll have worked on a variety of campaigns – especially digital ones. You will also know how to drive awareness, shape attitudes and change people’s behaviours.

As Marketing Executive, you’ll be involved in delivering and supporting a range of campaigns across multiple policies including campaigns to tackle air quality, climate change, violence affecting young people, violence against women and girls or homelessness. That means developing marketing plans, creating engaging digital content and managing the design of assets with internal and external suppliers. You will be involved in our high‑profile events, like the New Year’s Eve fireworks and London St Patrick’s Festival as well as working on wider campaigns around culture, gender equality, sport, volunteering and more.

Our Marketing Executives lead on their own campaigns whilst also offering tactical support to the Senior Marketing Leads on larger projects. You should know how to tailor your marketing plans and content to the target audience – delivering the right message, through the right channels in a creative and compelling way. You will be familiar with media planning and buying, advertising, research, content as well as reporting, optimisation and evaluation. You should also have a track record in running successful campaigns on time and to budget.

At City Hall, the Marketing Campaigns team works in cross‑functional project teams with other members of External Relations and our policy teams. That means you should have good interpersonal skills and be an excellent communicator. With so much going on, you’ll need great project and time management skills, have the ability to work flexibly and have an eye for detail.

Job Purpose

To lead and deliver marketing and communications campaigns that help GLA policy teams engage with Londoners. This includes the planning, management, delivery and evaluation of small to medium‑sized campaigns (GLA ‘highlight’ and ‘heartbeat’ campaigns), and could include the management and delivery of larger ‘hero’ campaign bursts. Assist the Senior Marketing Leads in the delivery of larger, strategic GLA campaigns. This includes co‑ordination and support for marketing and communications across the full marketing mix, including online and traditional offline channels for short and long term projects. Plan and deliver integrated consumer‑focused marketing and communications plans to support GLA policy teams in delivering projects and organisational priorities, using marketing and communications expertise to provide effective marketing advice.

Principal Accountabilities

• To lead small to medium‑sized campaigns and marketing projects across the full channel mix, working collaboratively with internal and external stakeholders to plan, manage and deliver effective and engaging campaigns. This includes the development of campaign strategy, delivery of key campaign documentation, effective management of campaign delivery across various teams, and ongoing reporting and optimisation using marketing tools.
• To offer project support to the Senior Marketing Leads on larger campaigns, and to support the Senior Marketing Manager in the delivery of all aspects of the GLA’s integrated marketing and communication plans and strategies.
• Provide specialist marketing advice and guidance to GLA officers on all aspects of marketing communications to support the delivery of GLA‑led projects, making strategic recommendations based on expertise and campaign learnings and evaluations.
• Provide marketing support to GLA campaigns by arranging marketing meetings leading on communication of campaign actions, leading on responses to marketing campaigns public enquiries and day‑to‑day administrative support.
• Manage stakeholder relationships with suppliers, commercial partners, agencies and other external stakeholders.
• Provide campaign and marketing support to the Senior Marketing Lead and Senior Marketing Manager. This includes desk research, budget monitoring, liaising with suppliers, co‑ordinating production (design and supply) with the GLA’s design team and other agencies, production of marketing assets, monitoring campaign performance, maintaining status reports and leading on campaign evaluations.
• Work with the Senior Marketing Lead to implement multi‑channel campaigns with a focus on press/outdoor advertising, distribution, digital advertising, social media, email and content creation.
• Working with the GLA’s web team and contracted media agency to implement best practice on tracking, reporting and optimisation.
• Write engaging copy to deliver key campaign messages for social media and email, and work with the Digital Communications team to create campaign assets and content that deliver towards campaign objectives.
• Adhere to and champion the GLA corporate identity, house style and digital guidelines at all times, working with the creative team to ensure that all content and materials generated by External Relations are audience focused.
• Realise the benefits of London’s diversity by promoting and enabling equality of opportunities, and promoting the diverse needs and aspirations of London’s communities, operating in a politically restricted post.
• Realise the benefits of a flexible approach to work in undertaking the duties and responsibilities of this job, and participating in multidisciplinary cross‑department and cross‑organisational groups and task teams.

Key Relationships

Accountable to: Senior Marketing Lead

Accountable for: Resources allocated for the job

Principal contacts: Senior Marketing Manager, Assistant Director of External Relations, Head of Marketing and Strategic Communications, Digital Communications Team, Digital Team, Creative Team, Press Officers, Policy Officers, Events Team, Partnerships team, Senior Adviser for External and International Affairs, Head of Digital Communications, and external organisations and suppliers.

Technical Requirements / Experience / Qualifications

Substantial experience within a similar role – working for a high profile organisation. Experience of marketing/advertising across offline and online channels including press, outdoor and digital, with a focus on social media, paid search and content creation. An excellent standard of written English and the ability to write professional copy tailored to a variety of target audiences. Preferred: experience of using IT programmes relevant to the role i.e. Outlook, Word, Excel, email programmes, content management system, Google Analytics. Experience of using social media platforms (owned and paid) to promote work.

Research and Analysis

Is gathering intelligence (information and data) from varied sources, making sense of it, testing its validity and drawing conclusions that can lead to practical benefits.

Level 1 indicators of effective performance

• Uses a variety of methods and sources to gather relevant data and information
• Checks accuracy of data and information before using it
• Assesses trends in data and spots connections to draw a meaningful conclusion
• Summarises research outcomes in a clear and concise way
• Focuses on the research goal, working in a systematic way

Planning and Organising

Is thinking ahead, managing time, priorities and risk and developing structured and efficient approaches to deliver work on time and to a high standard.

Level 2 indicators

• Prioritises work in line with key team or project deliverables
• Makes contingency plans to account for changing work priorities, deadlines and milestones
• Identifies and consults with sponsors or stakeholders in planning work
• Pays close attention to detail, ensuring team’s work is delivered to a high standard
• Negotiates realistic timescales for work delivery, ensuring team deliverables can be met

Responding to Pressure and Change

Is being flexible and adapting positively, to sustain performance when the situation changes, workload increases, tensions rise or priorities shift.

Level 1 indicators of effective performance

• Stays calm in pressurised and demanding situations
• Responds flexibly to changing circumstances
• Recognises when unable to cope and asks others for help
• Demonstrates openness to changing work priorities and deadlines
• Maintains personal wellbeing and achieves a balance between work and home life

Organisational Awareness

Is understanding and being sensitive to organisational dynamics, culture and politics across and beyond the GLA and shaping our approach accordingly.

Level 1 indicators of effective performance

• Understands the structure and statutory responsibilities of the GLA
• Understands how own role and work contributes to team and organisational objectives
• Understands the role of the GLA, the Mayor and the Assembly in relation to Londoners
• Is sensitive to the culture and political context of the GLA and uses it to work effectively
• Treats GLA information as sensitive and confidential

Stakeholder Focus

Is consulting with, listening to and understanding the needs of those our work impacts and using this knowledge to shape what we do and manage others’ expectations.

Level 1 indicators of effective performance

• Listens to understand requirements without making assumptions
• Demonstrates an enthusiastic and ‘can‑do attitude’ to all requests
• Provides timely, accurate and personalised responses
• Provides a polite and helpful first point of contact for stakeholders
• Learns from feedback to improve personal service to others

Building and Managing Relationships

Is developing rapport and working effectively with a diverse range of people, sharing knowledge and skills to deliver shared goals.

Level 2 indicators

• Develops new professional relationships
• Understands the needs of others, the constraints they face and the levers to their engagement
• Understands differences, anticipates areas of conflict and takes action
• Fosters an environment where others feel respected
• Identifies opportunities for joint working to minimise duplication and deliver shared goals

This role will be based at City Hall, in the Royal Docks (Kamal Chunchie Way, London, E16 1Z). At present GLA staff are working largely from home, with office space available. Over the coming weeks and months, we will be moving to hybrid working as part of this; you will need to split your time between home working and coming into the office. London’s diversity is its biggest asset and we strive to ensure our workforce reflects London’s diversity at all levels. We welcome applications from everyone regardless of age, gender, ethnicity, sexual orientation, faith or disability. We are committed to being an inclusive employer and we are happy to consider flexible working arrangements. We would welcome applications from candidates who are seeking part‑time work as this role is open to job share. In addition to a good salary package, we offer an attractive range of benefits including 30 days’ annual leave, interest‑free season ticket loan, interest‑free bicycle loan and a career average pension scheme.

If you have a question about the role, please contact melissa.darby@london.gov.uk.

Application closing date: 15 January 2023 at 23:59 GMT