Director of Commercial Activities

Job Description

Reports to: / Deputy Chief Executive
Supervises:
Liaises with and Advises: / Head of Commercial and Social Enterprises
(Head of) Retail Manager
New Commercial Initiatives
Senior Management colleagues
Other Departments and Managers
Directorate / Department: / Commercial Activities
Contract: / Permanent
Full time (52 week contract)
Location: / Ullenwood, Cheltenham, Gloucestershire

Summary of Role

The role of Director of Commercial Activitiesis a newly created position that has been put in place to take responsibilityfor maximising opportunities to commercialiseproducts and services across National Star, primarilywhere there is a ‘transactional’ relationship with supporters, customers or suppliers. This includes social enterprisesrun by the charity(where programmes provide learning opportunitiesand outcomes for learners within a commercial / real workplace environment), as well as products, services and facilities that have been developed by the Charity.

Optimising the Charity’s various assets and its existing activities, the role will also proactively seek to establish new areas of commercial activity (e.g. Charity Retail and other new Commercial Initiatives) to achieve net income growth, within the context of the Charity’s overall Mission, Aims and Values.

The postholder will also work with other departments and colleagues to ensure that robust arrangements are in place for the development and commercialisation of products and services. This will include ensuring that necessary market research, analysis, credible business plans and contractual arrangements are in place to support all new and existing commercial opportunities.

In addition, the postholder will provide strategic oversight of the work of the communications team and the organisation’s cross-departmental marketing group, supporting the coordination of external communication activities across the organisation.

Main Duties and Responsibilities:

1)Strategy and Development:

  1. Support the Chief Executive, Senior Management Team (SMT) and Board to help develop and regularly review National Star’s strategic direction and operational plans
  1. In the context of the overall strategic direction, design and implement a Commercial ActivitiesStrategy to deliver both purely commercial initiatives,as well as initiatives that have both a financial and a social return on investment (i.e. providing curriculum opportunities and outcomes for learners)
  1. Develop and maintain an excellent understanding of key customers to ensure their needs are met and the activities are retained and developed
  1. Regularly review existing products, services and markets to inform future planning
  1. Ensure all initiatives have appropriate and measurable outcomes
  1. As a priority, develop a Charity Retail strategy that includes both a high street presence in certain local area(s)as well as on-line and retail partnerships
  1. Identify a variety of other new profitable commercial opportunities and develop appropriate business plans to grow revenue and net income
  1. Liaise with the Director of Technology and Innovation in order to take innovative products to market and to optimise their commercial potential
  1. Support and advise other Directorates and Managers with the commercialisation of services/activities and supporting the provision of work based learning environments
  1. Develop strategic partnerships across the sector where appropriate
  1. Take a lead on ensuring the protection of intellectual property and design rights where appropriate and advising on contractual matters and agreements
  1. Ensure an appropriate external marketing and communications strategy is developed(including; website, digital and social media, publications and PR), ensuring all external communications are effectively managed, produced and coordinated
  1. Establish a strategy for the appropriate collation, management and use of commercial, marketing and customer data
  1. Drive efficiency and effectiveness within the Commercial Activities Directorate, ensuring that departmental staff set appropriate quality standards across all activities
  1. Represent and communicate National Star’s Commercial Activities Strategy and performance to the SMT, Board of Trustees, Board of Governors and external partners where appropriate.

2)Operational Management

  1. Responsibility for the implementation of an overallCommercial Activities Strategy that includes the establishment of new commercial initiatives, the development and roll-out of a retail programme, as well as a variety of social enterprise activities (which provide workplace learning opportunities for people with disabilities) and other existing commercial activities.

Within this implementation, the postholder will;

through and in conjunction with the Head of Commercial and Social Enterprises:

  • Oversee the management, improvement (financial, operational & outcomes) and future development of the existing social enterprise/workplace learning operations (e.g. StarBistro, StarPrint,)
  • Optimise the income, opportunitiesand net contribution generated from other existing commercial activities (e.g. StarGolf, StarFish, UllenwoodManor), including;

•Developing the use of Facilities, Conferences, Lettings and Events

•Developing opportunities for Land Use, GlampingGolf

  • Ensure the implementation of an external communications strategy, including liaising with other Directorates, the Communications Team and the Marketing Group to ensure that all external communications are effectively managed, produced and coordinated
  • Develop the proactive and responsive work of the Communications Team (to include; website, digital and social media activities, copywriting and communication materials are well written, photographic and digital materials are efficiently managed and materials are well designed and produced)

Through and in conjunction with a Head of Retail/Retail Manager (to be appointed):

  • Develop the existing on-line and on-siteretail offers
  • Establish Partnership Retail opportunities
  • Research and implement a chain of CharityRetail outlets to generate net income for the Charity and to also provide wider social and beneficiary benefits
  1. Ensure regular reviews are carried out with all customers to ensure that excellent customer service is maintained
  1. Contribute to the regular review, awareness and promotion of the organisation’s Brand Guidelines and provide strategic oversight of the marketing group
  1. Oversee the setting, managing and monitoring of all relevantbudgets, ensuring tight financial control whilst empowering staff to manage their individual budget areas
  1. Ensuring that appropriate key performance indicators are identified, monitored and reported on appropriately
  1. Represent the charity externally where necessary to strengthen the organisation’s profile and optimise commercial development opportunities
  1. Take on the management of any appropriate ‘special projects’ that may be necessary.

3)Risk Management

  1. Assess all risks to the charity for any new commercial operation
  1. Manage all risks within the Commercial Activities Directorate, keeping the Chief Executive, SMT and Boards informed of all potential risks through the risk management process and reports to the Audit Committee
  1. Take a particular responsibility for the mitigation of identified strategic risks (e.g. over exposure to too few income streams, serious reputational damage).

4)Performance Management

  1. Effectively motivate and manage staff within the Commercial Activities Directoratein order to achieve the objectives outlined in the Organisational Plan and Commercial Strategy
  1. Ensure direct reports have agreed objectives outlined in a clear manner and undertake regular work reviews
  1. Take overall responsibility for recruitment within the Commercial Activities Directorateensuring that the retention of staff, professional development of employees and successionplanning are all considered appropriately
  1. Ensure that all necessary policies and procedures are in place and followed.

5) Other

  1. Promote and implement National Star’s strategies, policies and practices in relation to employment; health and safety, equality and diversity and safeguarding.
  1. Maintain personal and professional development to meet the changing demands of the job, participate in mandatory and developmental training activities.
  1. Undertake such other duties, training and/or hours of work as may be reasonably required and are consistent with the general level of responsibility for the role.

Safeguarding

The organisation takes seriously its responsibility for safeguarding and is committed to upholding and promoting the welfare of vulnerable adults and children and requires that all staff share this and act accordingly by applying organisational policies and procedures and attending annual safeguarding training.

Equality & Diversity

All staff are expected to demonstrate commitment to equality and diversity through personal example, ensuring equality of access, treatment in employment and service delivery to all.

Health & Safety

All staff are expected to promote the Health and Safety at Work Policy and Procedures and to ensure that these are implemented effectively within their departments.

This job description sets out a summary of the key features of the role. It is not intended to be exhaustive and will be reviewed periodically to ensure it remains appropriate for the role.

Line management responsibilities mayalso be reviewed periodically and according to the organisation’s needs or changes.

PERSON SPECIFICATION – Director of Commercial Activities
Attribute / Essential / Desirable
Experience: /
  • Demonstrable track record of developing & implementing commercial strategies
  • Experience of establishing new and innovative products or services
  • Experience of establishing and managing a retail operation
  • Experience of managing relationships with a wide range of stakeholders
  • Evidence of meeting KPIs, achieving agreed outcomes and income growth
  • Evidence of effectively managing significant budgets
  • Experience of leading, motivating, managing and developing staff teams towards high performance in line with Strategy and Operational Plans
/
  • Experience of working in a charity
  • Experience of services for people with learning and/or physical disabilities – especially young people
  • Experience of social enterprises and provision of workplace learning
  • Experience of managing change programmes
  • Experience of developing Communications and Marketing Strategies
  • Experience of commercial contracting arrangements
  • Experience of working with charity fundraising
  • Experience of Governance and managing risk

Qualifications: /
  • Relevant professional qualification
/
  • Degree educated

Skills and Knowledge: /
  • Ability to assimilate information and situations quickly
  • Proven leadership skills
  • Excellent interpersonal skills with the ability to communicate and network at all levels both verbally and in writing
  • Excellent presentation skills
  • Expert negotiating / influencing skills
  • Commercially astute / customer focused
  • Strong analytical & project management skills
  • ‘Hands-on’ ‘can-do’ approach
/
  • Understanding and familiarity of Safeguarding Children, Young People and Vulnerable Adults, the Care Act, the Equality Act
  • Knowledge of Data Protection and Health & Safety legislation
  • Good knowledge of the charitysector
  • Knowledge of HR legislation

Personality /
  • A strong leader with an aptitude for motivating diverse teams
  • Tenacious and results driven
  • Ability to role model necessary competencies, lead, motivate and develop a large Directorate
  • Passionate about delivering high standards

Personal Circumstances /
  • Flexibility in working hours and days
  • Organises own travel arrangements
/
  • Current driving license
  • Business use on car insurance

Other /
  • Able to support the ethos and values of National Star
  • Ability and willingness to travel as required

Director of Commercial Activities –September 2017Page 1 of 6