Candidate Brief

Head of Communications

January 2016

We are delighted you are interested in the role of Head of Communications at CARE

International UK (CIUK). CARE is an effective and innovative organisation to work for. We fight

poverty and injustice in the world’s most vulnerable places. We save lives in disasters and

conflicts. We stand with women, girls and their communities to achieve lasting change for a

better future.

This is a strategic time to lead the communications team following the launch of our new

organisational strategy in late 2015. To complement this, the Head of Communications will lead

and devise a new communications strategy, encompassing brand, media and digital

communications. Leading Press & PR, Editorial and Digital – you will not only ensure that team

targets are met, but you will also ensure your team works closely with colleagues across CIUK to

support them in achieving department and organisational objectives.

Over the past year, we have enjoyed many successes through organisational wide initiatives: we

launched a fully revamped website www.careinternational.org.uk in April; our Walk In Her

Shoes (https://walkinhershoes.careinternational.org.uk/) event on International Women’s Day

attracted more than 200 pieces of press coverage; our 70th anniversary campaign

http://thenandnow.careinternational.org.uk/ attracted similar attention from the media and

continues even now with the fundraising stage of the integrated campaign; and we were named

one of the three beneficiaries of the Telegraph Christmas Appeal supporting our work with

Syrian refugees. CARE’s profile is growing and we will continue to build on these successes.

We have recently completed a project on our brand positioning and messaging, which requires

further clarification and testing. The messaging aims to serve a variety of key audiences -

including individuals, policy makers, corporate partners and institutional donors. Leading the

team with a key role in supporting communications to a variety of audiences, you will work with

other Heads of teams to raise brand awareness and achieve cut-through in a crowded

marketplace.

CIUK plays an important leadership role within the CARE confederation, being the largest

member in Europe with a reputation for innovation, expertise and talented staff. In fact the

previous Head of Communications has been key in influencing other members to focus on

quality content and profile building, with initiatives like a new global photo library, and by

leading a media skills workshop for communications officers from around the CARE

confederation which takes place annually in London. So not only is this is a key role at CIUK, but

also excitingly, this is a role that can play an even bigger part in realising CARE’s programme

strategy through global initiatives.

If you are pro-active and have the skills and experience we are looking for, and you share a

passion for fighting poverty and social inequality, please don’t hesitate in applying now.

Shabnam Amini

Fundraising, Partnerships and Communications Director

January 2016

Background Information

CARE is one of the world’s leading humanitarian and development organisations. Founded

nearly 70 years ago with the CARE package, CARE now fights poverty and injustice in 84

countries and has built up a strong reputation for innovation and impact.

CARE’s programmes focus on achieving lasting change by tackling the underlying causes of

poverty and strengthening the capacities of poor communities to help themselves.

In everything we do, CARE places special focus on gender issues and working alongside poor

women and girls because, equipped with the proper resources, women have the power to

help whole families and entire communities escape poverty. Women are a vital part of

CARE’s community-based efforts to improve food and nutrition security; protect life and

resilience in humanitarian crisis; increase access to quality healthcare and education and

expand economic opportunity for all.

CARE helps poor people have a greater say about the decisions and policies that affect their

lives, supporting them with information and skills so they can challenge decision-makers.

CARE’s advocacy efforts also bring evidence from our programmes of what works to change

policy and practice at both a local and global scale. CARE is a non-sectarian and non-

partisan organisation.

About the CARE Confederation

CARE International operates in 84 countries, but is held together by 13 national members.

These national agencies are separate legal entities but operate through one presence in

each country and work together under the CARE International Board and Secretariat, based

in Geneva. They are bound together by the CARE code.

Globally CARE employs 8,000 staff, with over 95% of them locally sourced and has an annual

income of $800m.

CARE has just agreed a new global Program Strategy which will govern all of our work and

which will mean that by 2020, CARE and our partners will support 150 million people from

the most vulnerable and excluded communities to overcome poverty and social injustice.

About CARE International UK

CARE International UK is an important part of the global CARE International confederation

and one of the largest and most influential members. We employ 115 staff and generate

around £45 million a year for CARE’s poverty-fighting work. As well as raising money for

CARE’s humanitarian and development work around the world, we provide programme

expertise in four key areas:

Humanitarian response

With a long-term presence in many of the world’s most vulnerable places, we take a

comprehensive approach to emergency response including preparedness, immediate

assistance and long-term recovery. We have a particular focus on women and girls; shelter

in emergencies, and building resilience through our climate change adaptation and food

security work.

Women’s Economic Empowerment

We are working with poor women to give them access to economic resources through

programmes on financial inclusion, supply chains and workers’ rights. The private sector has

a critical role to play in reducing poverty and supporting women’s economic empowerment.

We take an innovative approach to engage with the private sector at global, national and

local levels to improve the impact of their activities so that real opportunities are created

for poor people. CIUK has also launched Lendwithcare – a new solution for financial

inclusion which offers the chance for people in the UK to make small loans to poor

entrepreneurs.

Preventing and responding to sexual violence in conflict

In an increasingly turbulent world, we provide expertise and support to our field operations

in countries experiencing conflict, by supporting programmes spanning peace-building,

reconciliation and rehabilitation. Protecting women from violence and increasing their

participation in peace-building is a major advocacy priority.

Governance

The capacity of poor people to influence the institutions that govern their lives is

fundamental to addressing the underlying causes of poverty. We work at a local level to

help the most vulnerable and marginalised hold public authorities and other power holders

to account for how they take decisions and allocate public funds.

Within the CARE confederation, we have five strategic roles. We:

1. Design and deliver quality programmes that address the underlying causes of

poverty and specifically examine and address the disproportionate impact of poverty

on women and girls.

2. Advocate for policies to help the poorest, and change government and business

practices to bring about lasting social change among communities living in poverty

and affected by crises.

3. Raise strategic and transformational funding for CARE’s poverty-fighting

programmes in the world’s poorest and most vulnerable communities.

4. Support CARE International’s global transformation to achieve broader and deeper

impact in our fight against poverty by providing strategic direction, resource and

expertise.

5. Value our staff and strengthen our organisational effectiveness and accountability.

Background to the job/the team

The Head of Communications is a member of CIUK’s Leadership team, reporting to the

Fundraising, Partnerships and Communications Director and working closely with Heads of

departments across the organisation. With a team of six, the Head of Communications

manages the Editorial Content Manager, who oversees the content of our websites and

supports on the development of communications across teams, the Digital Manager who is

responsible for our digital presence and assets, and the Press & PR Manager who oversees

media relations and promotes our corporate partnerships. There will also be a dotted line

responsibility for a new Photo Library Coordinator, a contract running until June 2017. This

role is funded by several CARE offices reporting in to the Secretariat.

Working closely with the Senior Management team and Chief Executive Officer, you will

manage and advise on crisis communications, as well as lead on major pieces of strategic

work which align and contribute to our Global Programme Strategy.

Head of Communications

Digital Manager

Digital Officer

Editorial Content Manager

Press & PR Manager

News Editor/Press Officer (Programme &

Policy)

Senior Press Officer (Fundraising)

Regional Communications

Officer - fixed term

(based in Cambodia)

Photo Library Coordinator

Job Description

1. Overview

Post Title: Head of Communications

Department: Fundraising, Partnerships & Communications

Responsible to: Director of Fundraising, Partnerships &

Communications

Accountable to: Chief Executive

Base Location: Vauxhall, London

CARE International UK reserves the right in consultation with employees to change base

location according to organisational and departmental requirements.

Line Management Responsibility: Management of: Press & PR Manager, Editorial

Content Manager, Digital Manager

Budgetary Responsibility: £450K, including salaries

External Contacts Internal Contacts

DEC and counterparts at DEC member charities Board of Trustees, Chief Executive, Senior

Management team

INGO peers and umbrella organisations CARE International Secretariat

Communications team

Partner organisations, including coalitions,

pressure groups and other NGOs

Heads of team across the organisation,

including the Head of Advocacy

External consultants Country and regional offices

CARE International communication working

group and professionals across the

federation

2. Job Summary

Global and organisational leadership – 20%

To provide active and senior level support to CARE International’s overall communications across the confederation, and help to embed communications across CARE’s planning and delivery in order to boost our overall marketing and advocacy efforts

To contribute to the leadership of CIUK by actively participating in the Leadership teams

and working closely with other Heads of Department

Leading the communications team – 80%

To raise the profile and enhance the reputation of CARE, its humanitarian and

development work and staff, and, in particular, CIUK’s priority themes amongst our

target audience groups by securing regular, timely and high-quality media coverage in

UK-based national and regional print, broadcast and digital media.

To enhance the profile and reputation of CARE and its work by developing CIUK’s digital communications strategy and its implementation.

To significantly enhance the reputation of CARE and its work through a professional,

high-quality copywriting, copyediting, proofreading, design and print production service

for CIUK.

3. Specific Areas of Responsibility

i. Strategy, planning and leadership

To provide active and senior level support to CARE International’s overall communications across the confederation and help to embed communications across CARE’s planning and delivery in order to boost our overall marketing and advocacy efforts including the leadership of an annual global media skills workshop held in London.

To play a key role in the leadership of CIUK and the Fundraising, Partnerships and Communications department, through inclusive participation and working closely with Heads of teams to achieve department and organisational goals

Provide positive leadership and development for the communications team ensuring they feel close to the mission and the importance of their delivery against targets.

To develop and execute an ambitious, imaginative and effective communications strategy for CIUK, encompassing brand, media and digital – this will include direct leadership and delivery through the communications team and influencing other teams and key spokespeople.

Lead an on-going process of insight development across our key target audience groups so that we are focused and effective in our efforts to engage and influence them across all our communications, measuring against key

performance indicators for media coverage, as well as brand and digital reach and engagement.

Close and effective management of the Communications budget with regular forecasting.

To oversee any tenders and appointments of suppliers e.g. outsourced technical support.

ii. Brand and profile

In conjunction with the Fundraising, Partnerships and Communications Director, to develop, manage and rollout the brand strategy for CIUK, ensuring strong and distinctive messages are developed and used consistently across the organisation. To produce and keep updated associated brand collateral and to ensure all staff and board receive brand training and support to ensure consistency and inspire them

To ensure relevant CARE staff and ambassadors are media trained to act as credible spokespeople. To personally act as a spokesperson and represent CARE as required.

To raise the profile of CIUK amongst our priority audience groups by articulating the work of the organisation at the highest possible levels of national print, broadcast and digital media in order to achieve quality, high profile, media coverage. The media strategy will encompass proactive selling in CARE’s development work, as well as achieving media coverage during emergencies.

Work closely with the Senior Management team and CEO to advise on crisis communications and reputational risks.

To develop and manage a celebrity strategy for CIUK and overseeing that the Press & PR team target appropriate personalities who could act as ambassadors for CARE’s work and to work with marketing colleagues on this area.

Support teams managing corporate partnerships with communications activities, to ensure they build on CIUK’s brand and profile.

iii. Integrated working

Work closely with the Head of Advocacy to achieve a co-ordinated advocacy and

communications effort focused on our priority programme themes.

Lead the team to provide effective high level support of CIUK’s public fundraising

efforts by supporting the Direct Marketing, Events & Community, Lendwithcare

and Strategic Partnership’s teams with their work by promoting opportunities,

campaigns and partnerships across all our communications channels and

supporting effective key messaging.

To provide senior support on CIUK’s events programme e.g. International Women’s Day and our flagship fundraising event Walk in Her Shoes.

Ensure that the communications team develop a range of high quality,

differentiating and high impact communications collateral and support

programmes staff in developing their publications and communications activity.

v. Special features

The post also involves acting as ‘duty press officer’ to respond to urgent media enquiries, normally one weekend in four. This duty is shared equally by four team members.

The post holder may, on occasion, reasonably have to work out-of-hours or at evenings or weekends, in response to an emergency or to extra workload, and to attend selected fundraising and organisational events. Wherever possible, adequate notice will be given.

This post may also involve occasional travel overseas with key journalists in order to generate strong coverage for CARE’s work.

1. Any additional duties as may be reasonably required by a senior manager within the scope of the above.

2. This document forms part of the post holder’s contractual terms and conditions of employment.

3. The document is not an exhaustive list of core elements of the role. It is a working document and may be amended from time to time by mutual agreement.

Data Protection The post holder hereby agrees not to disclose any confidential or sensitive information to a

third party or outside organisation except where required to do so by law.

Health and Safety The post holder agrees to abide by CIUK’s Health and Safety principles and code of conduct

and to take all reasonable steps to ensure both their own safety in the work place as well as

that of their colleagues.

Equal Opportunities

The Post holder agrees to promote and uphold the principles of equal opportunities in

accordance with CIUK’s Equal Opportunities Statement and all related policies.

Person specification

Essential Desirable

Education /

Qualifications

Degree or equivalent.

Media trained.

Post grad qualification in communications or other relevant field.

Skills / Abilities Ability to influence, direct, motivate, and communicate with internal and external people at the highest level.

Ability to critique copywriting for publications, press releases and online information, ensuring the team deliver the highest level of standards.

Excellent planning and project management skills.

Ability to work under pressure and to tight deadlines.

Budget development and monitoring skills.

Excellent media and political contacts.

Fluency in at least one other relevant language, eg French, Spanish, Southern Asian language.

Some experience of providing training skills (media, brand etc.) for others.

Journalistic writing skills

Experience of public speaking.

Experience /

Understanding

Considerable experience of successfully managing a Press, Public Affairs or Communications team.

Evidence of developing and managing a brand strategy, especially developing audience specific messages.

Experience of media relations work in an international context.

Experience of media relations work during disasters and emergencies.

Experience of overseeing a website and digital communications.

Experience of developing print and online publications.

Experience of supporting corporate partnerships

Experience of managing celebrities or high profile people.

Experience of working in global sustainable development.

Application Process

To apply please send your completed application form via email to

jobs@careinternational.org quoting C773 in the subject line

or

Via post to Human Resources Department, CARE International UK, 9th floor, 89 Albert

Embankment, London SE1 7TP.

Closing date: Thursday 11 February 2016, 12 noon

Interview date: First interviews Thursday 18 February 2016

For further information please visit

www.careinternational.org.uk

Twitter: @careintuk

Facebook.com/CAREInternationalUK