Head of Communications & Brand
National Dairy Council
The National Dairy Council (NDC) is a farmer-funded representative body that advocates for dairy as part of an increasingly sustainably produced food system; as a key component in a healthy balanced diet; and as a sector, indispensable to Ireland’s social and economic wellbeing.
The NDC is currently structured across three pillars: Marketing, Communications & Farm Advocacy; Schools; and Nutrition.
Role Profile:
Experienced, results-driven publicist and marketeer with a proven track record in storytelling and brand-building. The individual will understand how to secure coverage in the contested space and how to drive equity in brands. The successful candidate will be proficient in data gathering and insight extraction, and the development of audience personas. He or she will have worked across both consumer marketing and consumer PR and be able to provide examples of leading both:
- Consumer and Public Affairs PR campaigns that have successfully and meaningfully created, amplified or shifted conversations on the national stage.
- Consumer Marketing campaigns that have shifted behaviour and attitudes with deep consumer insight, effective strategy and excellent execution. These campaigns should demonstrate compelling content creation, targeted media strategy and 360 marketing activation with events, sponsorship or other.
Experience in FMCG, food, retail, agriculture or sustainability will be an advantage.
The Head of Communications & Brand reports to the CEO. The role has two direct reports. This role is office-based, out of NDC’s Sandyford office.
Competencies:
- Consumer Insight
- Message Crafting
- Consumer Marketing
- Distilling complex messages
- Content Creation
- Pro-Active Media Relations
- Media Buying
- Issue Management
- Influencer Marketing
- Event Management
- Retail Activation
- Crisis Communications
- Sponsorship
- Agency Management
- Strategic Partnerships
- Budget Accountability
- Evaluation
- Relationship Building
- Stakeholder Management
- Team Building
Marketing & Communications Function
Purpose:
The marketing function understands consumer behaviour and attitudes. Marketing identifies consumer trends and seeks out stories, partnerships, events and sponsorships that will help tell the story of Irish dairy. Marketing develops evidence-based content designed to shape understanding of dairy. It designs, delivers and evaluates effective campaigns that drives consumer sentiment and encourages consumption. Marketing builds and maintains the NDC brands including NDC, Trademark and MooCrew, and cultivates its distinctive brand assets.
Communications is a pivotal function for the NDC because of our strategic focus on PR and Advocacy. It understands how to develop angles for stories and forge relationships with media to help tell the story. The function develops media-appropriate content like press releases and talking points, and helps to identify and prepare appropriate spokespersons including NDC staff, farm ambassadors and external experts. Communications manages both pro-active and re-active media relations. It knows how messages can become derailed and takes appropriate steps to mitigate.
Roles in the Function:
Head of Communications & Brand; Digital Marketing Manager; Farmer Advocacy Manager; Farm Advocacy Assistant.
KPIs/ Tracking Performance:
How will we know if the candidate is successful?
Results. Results. Results. This is a role for a skilled and experienced professional, ready to execute and deliver immediately. We place a high value on insightful, strategic and creative thinkers but ultimately, the successful candidate will have tangible results to show in terms of coverage and sentiment shifts.
- Ability to influence behaviour and attitudes amongst key audiences, tracked through qualitative and quantitative research.
- Media buying that delivers value for money in meeting ambitious reach, awareness, engagement metrics.
- Content creation that is distinctive, memorable, impactful and attributable.
- Significant Earned Media. Media coverage that is appropriately balanced in terms of general and agri-media; national and local media; and between dairy production and dairy consumption.
- Presence in contested media space: NDC always at the table.
- Digital media that delivers across organic and paid.
- Collegiality, Curiosity, Critical Thinking and Cop-On.
- Adherence to NDC values and behaviours.
How to Apply
Applications are invited from qualified candidates. Please apply directly to [email protected], enclosing a current CV and cover letter and including the following information:
- Confirmation of eligibility to work in Ireland
- Available Start Date/ Notice Period
- Salary Expectations
Please note that applications sent directly via LinkedIn will not be considered