Director of Income Generation and Marketing

JOB DESCRIPTION

Title: Director of Income Generation and Marketing

Responsible to: Chief Executive Officer

Contract: Permanent

Hours: Full time (35 hours per week)

Line Management: Marketing and communications officer, Fundraising officer and Senior Workplace and Wellbeing Trainer.

Location: Hybrid working with regular travel to West London

Salary: £70k

About West London Mind

West London Mind is a Local Mind Association. Mind operates a federated structure of Local Mind Associations, which are independent charities with their own funding and services. We share the same values as Mind, and we are regularly reviewed to make sure our charity is maintaining local Mind quality standards, so that we are providing local and effective services which meet the needs of our local community.

We’re here to make sure that everyone suffering with a mental health problem gets the help they need to recover.

We listen, support recovery, fight stigma and work with partners to take action.

We provide services for adults, children and young people, signposting for everyone and training and consultancy for employers.

Role Purpose

The Director of Income Generation and Marketing is a senior leadership role responsible for developing, leading and delivering West London Mind’s income generation strategy, ensuring we generate income every year to maintain an organisation income of over £5m.

Working closely with the Chief Executive Officer, Board of Trustees and senior colleagues, the postholder will lead all income-generating activity across the organisation, including fundraising, corporate partnerships, marketing and communications, workplace wellbeing training, consultancy and other paid-for services.

The postholder will be accountable for growing and diversifying sustainable income, strengthening West London Mind’s brand and profile, building high-value relationships with supporters and partners, and ensuring all income generation activity is values-led, compliant, evidence-informed and aligned with organisational strategy.

Key Responsibilities

Strategic Income Generation Leadership

· Develop and deliver an ambitious income generation strategy that grows, diversifies and sustains income across fundraising, corporate partnerships, paid-for services, workplace wellbeing training, consultancy and other commercial opportunities.

· Set clear income targets, budgets, performance measures and delivery plans, ensuring income activity is aligned with West London Mind’s mission, values and strategic priorities.

· Diversifying our income and actively bid writing.

· Scoping all income generation opportunities.

· Ensure we reach and maintain £5m of income per year sustainably.

· Provide strategic leadership and line management to the marketing and communications officer, fundraising officer and senior workplace wellbeing trainer. Supporting high performance, accountability and professional development.

· Act as the organisational lead for income generation, advising the Chief Executive Officer, Board of Trustees and senior leadership team on income opportunities, risks, trends and performance.

· Ensure robust planning, reporting and evaluation of income generation activity, using data and insight to inform decision-making and continuous improvement.

Fundraising, Partnerships and Supporter Development

· Lead the development and delivery of fundraising activity, including trusts and foundations, individual giving, community fundraising, events, major donors, legacies and appeals.

· Develop and steward strategic corporate partnerships that generate income, increase reach, enhance impact and create long-term value for West London Mind and its partners.

· Identify and pursue new income opportunities, including grants, sponsorship, commissioned activity, corporate social responsibility partnerships and unrestricted fundraising.

· Lead and oversee the development of high-quality bids, tenders, grant applications and proposals, ensuring submissions are compelling, evidence-based, financially robust and aligned with West London Mind’s strategic priorities.

· Build strong relationships with donors, funders, supporters, businesses and community stakeholders, ensuring excellent stewardship and clear communication of West London Mind’s impact.

· Ensure fundraising practice complies with relevant legal, regulatory, ethical and sector standards, including data protection and fundraising codes of practice.

· Lead the regular review, development and updating of fundraising and marketing policies, ensuring they remain compliant, current, ethical and aligned with organisational values and sector best practice.

Marketing, Communications and Brand

· Oversee the marketing and communications strategy, ensuring West London Mind’s brand, messaging and public profile support income growth, service engagement and organisational influence.

· Work with the Head of Marketing and Communications to develop compelling campaigns, case for support materials, impact communications and supporter journeys.

· Ensure communications are consistent, accessible, inclusive and aligned with West London Mind’s values, safeguarding responsibilities and wider Mind brand expectations.

· Represent West London Mind externally, raising awareness of the organisation’s work and building relationships that strengthen reputation, reach and income potential.

Paid-for Services and Commercial Development

· Lead the growth and development of paid-for services, including workplace wellbeing training, counselling, mental health awareness training, consultancy and bespoke packages for employers and partners.

· Work with the Senior Workplace and Wellbeing Trainer to develop high-quality, relevant and financially sustainable training and wellbeing offers.

· Ensure pricing, sales, delivery, evaluation and customer relationship processes support quality, consistency, impact and profitability.

· Identify market trends and opportunities for new products, partnerships and services that respond to local need and employer demand.

· Ensure paid-for services maintain West London Mind’s quality standards, values and commitment to mental health, equality, diversity and inclusion.

General

· As part of the Senior Leadership Team, work closely across the organisation with the CEO and other Directors. Lead by example in internal cooperation, living by our culture and respecting all our stakeholders

· To work within and promote all of West London Mind’s policies and procedures with particular attention to equal opportunities, data protection, safeguarding and health and safety requirements.

· To work within and promote West London Mind’s values and ways of working.

· To provide written reports and information as requested.

· To attend training and meetings as required, including regular team meetings and staff forums.

· Build and maintain effective working relationships with colleagues, partners, contractors, and external stakeholders.

Person specification

Essential Experience

· Significant senior-level experience in income generation, fundraising, business development, marketing, communications or commercial development within the charity, health, social care, public or related sector.

· Experience of developing and delivering successful income generation strategies that grow and diversify income streams.

· Proven track record of securing income through fundraising, corporate partnerships, grants, sponsorship, paid-for services or other income-generating activity.

· Experience of writing, coordinating and submitting successful bids, tenders, grant applications or funding proposals.

· Experience of leading, managing and developing staff or teams, including setting objectives, monitoring performance and supporting professional development.

· Experience of managing income targets, budgets, pipelines, forecasts and performance reports.

· Experience of building and maintaining relationships with funders, donors, corporate partners, commissioners, supporters and senior stakeholders.

Essential Knowledge and Skills

· Strong knowledge of fundraising, corporate partnerships, supporter engagement, paid-for services, marketing and communications as drivers of sustainable income.

· Excellent strategic planning and commercial awareness, with the ability to identify opportunities, assess risk and translate ideas into deliverable plans.

· Excellent relationship-building, negotiation, influencing and presentation skills, with confidence engaging senior stakeholders and external partners.

· Ability to interpret financial, fundraising, marketing and performance data and present clear reports to senior leaders and trustees.

· Strong understanding of fundraising regulation, data protection, ethical fundraising, brand management and inclusive communications.

· Excellent written communication and bid writing skills, with the ability to produce persuasive, accurate and outcome-focused proposals for a range of funders, commissioners and partners.

· Knowledge of developing, reviewing and updating fundraising and marketing policies, with an understanding of compliance, governance and sector best practice requirements.

· Ability to lead change, motivate others and balance strategic leadership with practical delivery in a small to medium-sized organisation.

· High level of IT literacy, including confident use of Microsoft Office applications, CRM or database systems, reporting tools and digital communication platforms.