Responsibilities

• The Senior Marketing Manager (Fostering & Adoption) plays a pivotal role in leading this work - shaping the strategy, driving integrated campaigns and ensuring our marketing and recruitment activity delivers sustained recruitment growth and impact across the UK.
• This role leads the marketing and recruitment approach for fostering and adoption across the UK, bringing together national and regional activity to deliver consistent, high-quality campaigns and support local recruitment needs.
• A key focus is the journey to enquiry - ensuring we engage and support prospective carers and adopters from first awareness through to enquiry.
• The role draws on insight from across the full journey, including approvals and placements, using this to strengthen how we reach, target and engage audiences at earlier stages.
• It works in close partnership with Children's Services, as well as colleagues across Fundraising and Marketing and Strategy & External Affairs, to plan and deliver joined-up activity that reflects service priorities, audience needs and the wider organisational strategy.
• The role leads a national and regional marketing team, setting clear direction, building capability and creating a collaborative, supportive and high-performing culture where people feel valued and able to do their best work.
• It also oversees significant campaign and media investment, ensuring budgets are well managed and activity delivers strong return through a focus on performance, continuous improvement and learning.
• A strong focus of the role is on outcomes. This includes driving enquiry growth through integrated, multi-channel campaigns and developing effective stewardship approaches that support people from initial engagement through to taking the first step.
• It requires a clear understanding of audience needs and motivations, and the ability to use insight, testing and data to continually refine activity and improve effectiveness.
• The role also plays an important part in shaping how Barnardo's presents its fostering and adoption offer - developing clear, compelling propositions and ensuring messaging is consistent, competitive and aligned to the needs of the audiences we are seeking to reach.
• The role works closely across teams and involves regular in-person collaboration, including time in central London and across the UK as needed to support planning, partnership working and delivery.
• Above all, this role plays a vital part in delivering Barnardo's mission of changing childhoods and changing lives.

Requirements

• Significant experience leading integrated marketing strategies and campaigns that deliver measurable growth
• Strong leadership experience, with the ability to develop and motivate teams and build inclusive, high-performing ways of working
• Experience working across complex organisations, building partnerships and influencing senior stakeholders
• Experience using insight, audience understanding and performance data to shape and improve marketing
• Experience managing multi-channel campaigns and budgets, with a focus on effectiveness and return on investment
• The ability to balance strategic thinking with delivery, working across national and regional priorities