Scottish Rugby Job Description Job Title:

Marketing & Communications Manager: Edinburgh Rugby

Team:

Edinburgh Rugby: Rugby Operations

Reports to:

Edinburgh Rugby Managing Director

Location:

BT Murrayfield Stadium

Work Pattern:

Full-time; regular weekend and evening work

Date JD Completed:

April 2016

Job Purpose: To build, integrate manage and continually develop all Marketing and Communications activity for Edinburgh Rugby To take primary responsibility for the development of better awareness and perception of the club, and ultimately for driving improved revenue streams through ticket sales through improved and innovative engagement. To be responsible for creating, planning and overseeing the execution of media and PR strategies for print, broadcast, digital and social media to expand and deepen the visibility for the Club both in Edinburgh and beyond. The remit is to present a positive, engaging vision of the club both from the performance and commercial perspective at all times to create awareness, help attract fans, generate media coverage and support business targets. The person will work with the Managing Director to set the marketing and communications strategy and will be responsible for the plan and the budget for achieving the targets set out in that strategy Key Accountabilities: Associated Competencies: To collaborate with the Managing Director to develop an integrated Marketing and Communications strategy for the club To build, manage and oversee delivery of all plans associated with the achievement of the strategic aims To achieve and exceed the financial targets set for ticket sales and revenue as part of the marketing and communication strategy – growing a passionate fan base through innovative engagement; highly motivated to come to matches and events through effective campaigning

Team Working Communication Planning and Organising Personal Accountability Leading Others

To take particular responsibility for the year on year growth of the Club’s showpiece matches – in Europe, but especially in the case of the 1872 Scottish Cup To oversee development and improvement of all marketing and communications channels and partnerships – creating and consistently improving awareness, perception and engagement in key audience sectors. To develop methods of reporting on the effectiveness of campaigns To create a strong, consistent brand identity for the club, that is amplified through all channels and activities.

Planning and Organising Personal Accountability Leading Others

To manage the Marketing and Communications budget, ensuring that its use is in line with the strategy, that spend is controlled and that the budget is maximised by its use in the right areas. Clearly demonstrating both return on investment and objectives through consistent and regular monitoring and reporting To collaborate with the central Scottish Rugby Marketing and Communications teams, making best use of available additional resource and channels. To provide regular updates to the Managing Director, but also to Scottish Rugby Heads of Marketing and Media, including attendance at, and contribution to group marketing, editorial and communications meetings

Personal Accountability Planning and Organising

Team Working

Effective Communication

To develop innovative, engaging and regular content with a consistent tone and style for Personal use in all Edinburgh Rugby (and Scottish Rugby) communications channels; to form a core Accountability part of the Marketing and Communications plan Facilitating Change To manage and oversee the delivery of positive, proactive media and PR coverage through the provision of comprehensive, season-long media strategy.

Personal Accountability

The strategy should be supported with shorter term planning for managing reactive situations, to counter negative coverage and ensure sensitive issues are managed.

Effective Communication Planning and Organising

Work with the Communications team to ensure there is flexibility and variety in media and PR activations.

Personal Accountability

All activity should include clear targets and method of objectively assessing their success. Results achieved should be shared and reviewed on a regular basis and can contribute to the end of season report.

Team Working

To be ultimately responsible for all incoming and outgoing media communication and act as the senior point of contact for Edinburgh Rugby on appropriate media matters.

Personal Accountability

Facilitating Change

Develop and oversee delivery of a clear match-day operation plan for both home and Flexibility away fixtures ensuring additional support is provided by suitably experienced and briefed Effective staff. Communication Work to integrate allocated support from Scottish Rugby media colleagues throughout the season, including weekdays and on match-days.

Team Working

To oversee ensuring that all pro-team Press Office administration requirements are effectively planned and managed. This includes ensuring all communications adhere to specific tournament rules and media protocols.

Planning and Organising

To ensure provision of media briefing, advice, and contribute to internal policy for all relevant performance and commercial staff, including players and Scottish Rugby ambassadors.

Effective Communication

Communication

Leading Others

Leading Others

Oversee the planning and hosting of proactive and reactive media events including press conferences, match days, PR activities and briefings whilst displaying safe and effective management of all media areas (including pitch-side) on busy match days.

Planning and Organising Effective Communication

Key Dimensions: Number and Level of staff:

2 direct reports – Marketing Executive and Communications Assistant

Financial Responsibility:

Managing the Marketing and Communications budget, responsible to the Managing Director

Physical Resource Responsibility:

None

Working Environment:

Mainly office based with travel throughout Scotland and abroad with teams

Physical aspects of role:

Media and PR management duties require regular mobility and backdrop movement etc

Impact on public image, business success & viability

High impact and visible to media, stakeholder and supporters. Activity has a direct impact on image and perception of the game across Scotland at all levels.

Overseeing the workload of match assistants and interns.

Key Internal and External Contacts: •

Edinburgh Rugby Managing Director

•

Edinburgh Rugby Head Coach

•

Professional team and National team players

•

Scottish Rugby Chief Operating Officer

•

Scottish Rugby Head of Marketing and Sponsorship

•

Scottish Rugby Head of Media

•

Edinburgh Rugby Communications Assistant

•

Edinburgh Rugby Marketing Executive

•

Print, photographic, online and broadcast media representatives

•

Scottish Rugby Staff in all departments and at all levels

•

Scottish Rugby Clubs – professional and domestic

•

Scottish Rugby’s photography agency

•

Opposition clubs in Guinness PRO12 and EPCR

•

Tournament organisers

•

External city marketing and media bodies

•

Local authorities

•

External PR/marketing agencies

Authorities and Limitations: 

Advising the Managing Director on matters that impact of our public profile and seeking his support on suggested recommendations



Ability to speak confidentially on behalf of the organisation to external media and stakeholder groups



Freedom to administer within set budget and strategy. All expenditure must be signed off by the Managing Director



Demonstrates a committed, positive approach to work and colleagues.



Takes personal accountability for decisions and actions taken.



Follows through on commitments.



Acting as a spokesperson requires a strong understanding of the various challenging issues that impact on diverse organisation

Scottish Rugby Person Specification Factor

Essential

Desirable

Qualifications and Attainments:

Degree level education or equivalent experience

Membership of recognised industry bodies. Degree in Marketing or Communications

Knowledge and Experience:

Significant experience of Marketing and Communications Proven track record of delivery in a Marketing and Communications role Demonstrable experience in developing and delivering PR, marketing and communications strategies Experience of campaign management Experience of brand management Experience of dealing with external media

Experience of working within a sports organisation and an interest in rugby. Knowledge and understanding of Rugby Union and the development of elite team performance Significant experience of working with the media and understanding of how to maximise the benefit of media activation Experience of video editing and content management Knowledge of high performance sport

Experience of digital and social marketing and CRM Experience of writing press releases and material for publication Significant experience of working to deadlines in a demanding, fast moving, high profile environment Ability to work on a variety of subjects simultaneously with high level of accuracy and attention to detail. Works calmly under pressure Confident public speaker Good communicator both written and verbal Driven and self-motivated, able to spot and maximise opportunities Excellent customer service and relationship management skills Advanced MS Office skills and web publishing

Competencies:

Effective Communication Flexibility Facilitating Change Planning and organising Team Working Personal Accountability Leading Others

Additional Requirements:

Driver’s Licence Willing and able to work flexible hours including evenings and weekends. Willing to undertake regular amounts of travel – mainly at weekends.

Experience of planning and organising events and conferences