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Communications Manager

Responsible to: Marketing Director

Environment: Full-time/ hybrid worker

Job Purpose

Reporting to the global Marketing Director, the Communications Manager will be responsible for leading WSET’s internal and external communications. They will build and implement an effective internal communications strategy for the organisation, helping to increase employee engagement across the organisation. They will also play a key role in managing WSET’s external voice in trade and consumer media globally in order to increase brand awareness and build WSET’s reputation.

Principle duties and responsibilities

  • Work with the Marketing Director to create and implement an internal and external communications strategy to help strengthen the WSET employer brand, to raise its global profile in key markets and to strengthen communications with its network of course providers.
  • Ensure that WSET has a consistent voice in all its messaging across internal and external channels, creating a tone of voice guide for the organisation.
  • Collaborate with internal colleagues, building strong relationships to ensure that communication activities are coordinated and planned.
  • Be responsible for creating and managing monthly reports on internal and external communication activity, clearly demonstrating the value added to the business.

Internal communications

  • Evaluate current internal communications channels.
  • Create and implement a compelling and creative internal communications strategy.
  • Act as the internal communications gatekeeper to ensure that all internal communications are consistent, engaging and written to a high standard.
  • Manage and develop content for key channels.
  • Advise senior management on creating and refining key employee messages.

External communications

  • Design and implement a media relations strategy in line with the organisation’s overall marketing strategy to strengthen the WSET brand globally in focus markets.
  • Work with Events and Partnerships team to support with external communications for the global events programme.     
  • Work with Americas, APAC and EMEA regional marketing managers to support global campaigns, tailoring media activity to regional requirements and putting in place local support as required and in line with budget.
  • Act as key contact for media enquiries, building and maintaining relationships with media for both proactive and reactive activity.
  • Develop written content for PR purposes - including press releases and case studies.
  • Identify and develop suitable feature opportunities for specific spokespeople from across the key business regions.
  • Provide day-to-day media relations advice and guidance to the business.
  • Review the organisation’s existing communications with its network of course providers in order to create and implement a clear communications plan for this key audience going forward.

Skills and Competencies

Essential criteria

  • Progressive experience in corporate communications, internal communications, press relations and/or journalism (inhouse or agency) preferably in an international environment
  • Exceptional copywriting skills, with evidence of a successful track record in effectively developing and delivering written content for a variety of audiences across a range of traditional and digital channels
  • Proven track record of achieving positive coverage in trade and consumer media, achieving significant PR impact and share of voice
  • Experience of appointing and managing PR agencies
  • Experience of building and managing relationships with a variety of stakeholders from diverse backgrounds
  • Proactive with strong planning, organisational and prioritisation skills and confident with making decisions and advising and operating under pressure
  • A team player with a positive and proactive attitude
  • Excellent budget management and reporting skills
  • Proficiency in Microsoft Office 365 ecosystem of applications

Desirable criteria

  • Professional marketing/communications qualification
  • Experience of working with drinks trade and consumer media in UK, US and key Asia Pacific markets
  • Proficiency in CRM, ideally Microsoft Dynamics
  • Proficiency in email marketing platforms (ideally DotDigital), creating email campaigns, automation programs and managing contacts/address books.

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