Senior Marketing Officer

Overview

We’re looking for a motivated and creative Senior Marketing Officer to join Kinship’s Marketing Team to help us reach more kinship carers with our support offer. You’ll bring strong experience in delivering effective, insight driven digital marketing campaigns across channels including social media, email, web, paid advertising and content marketing.

You’ll play a key role in delivering integrated marketing campaigns and promoting our services and programmes – including Department for Education-funded training – to kinship carers, referral partners, and professionals across England and Wales.

Working closely with the Head of Marketing, you’ll plan and deliver impactful marketing activity, create engaging content, and use data and analytics to optimise performance. You’ll also contribute to shaping our marketing strategy by bringing evidence, creativity and best practice from across the digital landscape. This hands-on role offers the opportunity to maximise reach and impact and raise the profile of kinship care while supporting families.

We will guarantee interviews to any candidates with experience of kinship care (either of being in kinship care or of being a kinship carer) who demonstrate that they meet the essential skills and experience outlined below.     

Marketing planning and delivery

• Support the delivery of marketing strategies and activity to grow brand awareness and increase engagement with kinship carers and other key audiences.  
• Work with the Head of Marketing to develop marketing plans, and have day-to-day oversight of the delivery of these to promote the DfE funded training and support service to kinship carers, to ensure good take-up of all training events by a diverse range of kinship carers, in line with the programme goals.  
• With the Head of Marketing, work with services teams to understand target audience, and identify opportunities to integrate Kinship’s holistic support offer - including our peer support service and website advice content/ Kinship Compass - into training marketing activity where appropriate.  
• Plan and deliver multi-channel marketing campaigns (digital, print, social media - paid and organic, email, SMS etc), monitoring and optimising campaigns for greatest impact and testing new approaches.  
• Work with the Marketing & Communications Manager to ensure marketing plans are maximised and integrated with editorial planning and wider communications plans to raise the profile of Kinship’s work and impact.  

Content and digital marketing

• Produce and oversee content creation for marketing plans and campaigns delivering high-quality, insight-led and engaging marketing content for different audiences and/or channels, including case studies, blog posts, leaflets, videos, and social media assets.  
• Plan and deliver creative and innovative paid ad campaigns across Meta, reviewing and optimising throughout, ensuring robust reporting is in place and using analytics and insights to inform future campaigns.    
• Help embed a new email marketing platform to support the delivery our email marketing strategy including segmentation, automated journeys testing and reporting.   
• Working closely with the digital team to align activity across paid ads and paid search. 
• Collaborate with the digital team to maintain service content on the website and optimise content for SEO and accessibility.  
• Support the Marketing & Communications Manager to develop and deliver Kinship’s social media strategy.  

Marketing collateral

• Manage day-to-day relationships with external suppliers including briefing and quoting, such as graphic designers, creative agencies and printers.  
• Management of Kinship’s marketing collateral brochure, developing new items as required and supporting services teams to ensure collateral requirements are met.   
• Manage and prioritise incoming requests from the organisational briefing process for services marketing support including producing collateral templates in line with brand guidelines, working closely and collaboratively with comms and digital teams.  

Monitoring and reporting

• Track KPIs and produce regular monitoring reports on marketing performance across channels and, with support from the Head of Marketing, adjust campaigns and plans to optimise impact and make recommendations for future testing.  
• Contribute to team reporting including Board reports, monthly staff updates and training service weeknotes.  
• Contribute data to KPI and quarterly Board reports.   

Cross-cutting

• Work in collaboration and co-production with kinship carers to ensure meaningful input and representation in the development of relevant plans and activities.  
• Carry out any other duties that may reasonably be required.  

Experience and Knowledge

• Demonstrable marketing experience in an in-house or agency role (minimum 4 years experience).   
• Experience of developing and delivering marketing campaigns and activity to meet specific objectives, including engagement and acquisition of target audiences.   
• Experience of supporting numerous marketing campaigns or activities at the same time.   
• Strong digital marketing experience, including use of email marketing systems; design software including Canva; social media platforms and photo and video editing software.   
• Experience of planning, delivering and optimising email marketing campaigns to drive supporter engagement, using segmentation, automation and performance analysis. 
• Experience using a Contact Management System, such as Salesforce.   
• Passion for and experience of developing a range of content for different audiences and channels (such as videos, infographics, blogs and social media posts).   
• Experience of using communications planning tools or systems (e.g. planning grids, Asana, Hootsuite, Loomly).   
• Experience of tracking and reporting on social media and other digital marketing analytics and using insights and data to inform optimisation and planning of new activity.   
• Experience of delivering marketing campaigns across organic and paid social, particularly Meta paid advertising.    
• Experience working with brand guidelines and applying brand principles to create impactful marketing. 

Knowledge and skills

• Exceptional written and spoken communications skills, with the ability to develop impactful narratives tailored to different audiences and channels.   
• Excellent attention to detail.   
• Excellent organisation skills and the ability to work happily in a fast-paced environment, keeping multiple projects and objectives on track, often to tight deadlines.   
• Ability to work both independently and collaboratively.   
• Excellent copywriting skills and experience of writing marketing copy for a range of audiences and channels, communicating clearly, concisely and with an organisation’s tone of voice.   
• Understanding of how to deliver integrated online and offline marketing campaigns and materials to deliver objectives.    
• Ability to work in a small in-house team, developing marketing materials and campaigns with limited resource demanding creativity and excellent project management skills.   
• Confident using Microsoft 365 including Word, Excel, PowerPoint and online design programmes such as Canva.     
• Understanding of how Meta paid social and paid search complement each other across the user journey  

Attributes 

• Confident building trusted relationships with internal and external stakeholders.   
• Excellent interpersonal skills and able to develop good relationships and ways of working with colleagues at all levels.    
• Organised and has good attention to detail.    
• Collaborative and enjoys working across a number of teams.   
• A creative and solutions focused person, able to use own initiative and make suggestions.   
• Empathy, sensitivity, and understanding of the needs of families facing challenges.  
• Commitment to the values, aims and objectives of Kinship.    
• Commitment to equal opportunities and diversity and a respectful approach to working with people from a range of backgrounds.    
• Right to work in the UK. 

• Experience of kinship care . 
• Knowledge of children’s social care system and/or experience of work with kinship carers.   
• Understanding of working in the charity sector.