Birmingham Women's and Children's NHS Foundation TrustHead of Marketing Communications
Sep. 2015 - Aug. 2018Birmingham, United KingdomSpearheaded a leading regional charity through their digital transformation programme whilst building a robust marketing function. Their mission, to deliver patient-centric services for children, women, and their families. Offered marketing counsel to hospitals executive team, attending trustee board meetings to present business proposals. Led marketing team within a complex NHS organisation. Directed team to execute multi-channel marketing campaigns and income-generating public appeals whilst implementing a new digital ecosystem and martech stack. Strategised the re-brand, repositioning, and launch for both charity brands during a time of significant organisational change (merging two hospitals) Key Contributions: Established new marketing and communications functions, processes, and governance. Built strong working relationships across all levels within an NHS organisation, influencing to obtain stakeholder marketing buy-in. Led the launch of two new websites working with a technology partner, delivering on time and within budget. Formulated and implemented an annual marketing strategy, administered budgets, and conducted in-depth planning, working across functions (finance, clinical, executive team) to ensure alignment with business objectives. Implemented the marketing and PR plan for £4M fundraising appeal to build a new rare diseases centre for children, successfully closing out the appeal in record breaking 18 months. Growth Results & Statistics: 17/18 = + 197% increase in coverage (777 in 2016/17 v 2308 in 2017/18), +163% reach (55,680,240 in 2016/17 v 146,298,838 in 2017/18) and AVE increase of 121%. General PR activity +610% increase in coverage since 2015/16, and +129% increase since 2016/17. Number of new donations via web +26% increase compared to FY 16/17. Public donation Income has increased 7.65% (17/18 v 16/17). Facebook following +22% since 16/17 and 50% since 15/16. Twitter following growth to 20,053 (+51%) and +94% since 2015/16.