Head of Brand and Digital Communications

Kent and Medway NHS and Social Care Partnership Trust
£47,126 - £53,219
Closing date
29 Jun 2022
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The post holder will be a senior member of the communications team and lead the brand and digital activities of Kent and Medway NHS and Social Care Partnership Trust (KMPT) to position and build its profile and to support its mission of Brilliant Care through Brilliant People. The role covers both internal and external brand and digital communications.

This is a newly created, senior role which will be pivotal in delivering Kent and Medway NHS and Social Care Partnership Trust's ambitions to transform mental health across Kent and Medway, to raise its profile nationally and to deliver transformation and improvement across the organisation. The role will work closely with the deputy director of communications and director of communications and engagement to transform the Trust’s brand and digital communications.

Main duties of the job

  • To lead the brand, voice, and digital activities to position and build its profile to its internal and external stakeholders
  • To develop, implement and evaluate an effective digital communications strategy which aligns with the trust’s priorities and helps it achieve its objectives
  • To shape, deliver and evaluate outcome focused digital communications that raise the profile of KMPT nationally and improve engagement among our people
  • To create a high-performing, quality design and digital function and seek opportunities to sell services and expertise across the NHS to secure a revenue for KMPT
  • To oversee all digital communications and brand and design work for the Trust, setting the look, feel and tone, and ensure all audiences are catered for
  • To manage marketing projects and activities with teams across the Trust, from development and articulation of briefs to storyboarding through to execution
  • To empower colleagues to be digital innovators and to use digital and social communications to achieve desired outcomes
  • To provide strategic digital communications and brand advice and support to colleagues and build effective internal relationships to seek out opportunities to promote KMPT
  • To shape the production of digital communications and brand work, including policies and ways of working


  • Plan, deliver and evaluate digital communications and brand strategies, campaigns and activities for KMPT, tailored to a range of audiences and stakeholders which align with the trust’s priorities and helps it achieve its objectives
  • Provide digital communications, brand and design expertise and leadership
  • Leadership of the design and digital team, and help lead and support the wider communications team. Share expertise to build capability across the communications team and the Trust. Use industry best practice and experience to build the team’s capabilities and the service we offer.
  • Lead the development and implementation of digital content. Edit, revise and optimise copy and content according to best practice and SEO
  • Lead on the use of digital and social media to engage and involve citizens, staff and all other partners to encourage community participation.
  • Oversee all internal and external brand and design work of the Trust.
  • Ownership of all digital communications channels, including social media, ensuring their effectiveness at reaching and engaging with target audiences. Deliver a regular schedule of updates, a compelling stream of social content and a consistent brand.
  • Budget holder for digital and brand communications. Including managing external suppliers and ensuring value for money and adhering to organisational procurement rules
  • Manage the strategic co-ordination of the Trust’s digital communications and marketing activity – contributing to the proactive forward-planning for all channels. Identify opportunities, potential risks and interdependencies across organisational priorities.
  • To build a design and brand function that can offer services across the NHS, and to secure opportunities to generate revenue for KMPT
  • Review and put forward recommendations to improve and modernise our digital communications and brand, including presenting papers and business cases for the executive management team and senior colleagues to secure support
  • Work closely with the internal communications and engagement manager and external communications manager to maximise the use of digital communications, brand and design across their campaigns and activities
  • To monitor and lead on reactive digital communications and support the director of communications and engagement and deputy director of communications in the event of crisis and reputational issues, including being an active member of our crisis communications team by preparing for and responding to incidents and monitoring and responding to social media
  • Seek opportunities to proactively communicate important messages and engage staff, patients and stakeholders through digital channels
  • Analyse the performance of all digital communications against corporate priorities, business objectives and system and NHS priorities; and ensure this insight is used to inform future approaches
  • The role will be responsible for regularly benchmarking against other digital communications functions and teams to ensure best practice is followed
  • Undertake surveys and complex audits and produce reports on digital communications and engagement. Advise the Board and communicate the outcomes to stakeholders.
  • Develop and own the social media policy for staff.
  • Oversee the monitoring of all social media, ensuring Trust staff are briefed on its content and the communications team’s involvement is clear.
  • Lead effective stakeholder relationships with communications counterparts to work collaboratively and keep them informed about our services and plans.
  • Build effective internal relationships and ensure colleagues and key stakeholders are briefed on upcoming changes to digital channels, and engaged in the development of new digital channels
  • Support delivery of KMPT’s communications strategy and ambitions to improve and modernise how we communicate externally and internally.
  • Deputise for the Deputy Director of Communications and Engagement and Director of Communications and Engagement when required.
  • To lead on empowering, educating and supporting colleagues to use digital communications to achieve their objectives and desired outcomes. For example, using animation to educate and inform staff, using forums to engage in two-ways discussions and consultations.
  • Work closely with the Trust’s IT, Information Governance and HR departments to ensure consistency of approach and that digital communications meet required standards, e.g. accessibility.
  • Line management of the digital and social media officer and graphic designer
  • Commission and brief external suppliers including designers, videographers.
  • Ensure that all Trust information meets NHS corporate identity guidelines and the Trust’s style guide.
  • Manage budget and finance activities, including procurement and management of external suppliers including website providers, printers to deliver value for money.
  • This is mainly a desk-based role which will require advanced keyboard skills and use of specialist IT equipment obtained through practice.
  • Ability to travel to various sites in a timely manner.


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