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Head of Campaigns London

Media Assets

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Objectives of the Role

The National Lottery Promotions Unit (NLPU) is a small team responsible for promoting positive public awareness of National Lottery funding and the good cause projects it supports.

This senior role will lead one of the NLPU’s UK-wide campaigns – devising and delivering a full campaign plan to raise awareness of National Lottery funding against agreed objectives. The role will also be responsible for a small team.

First Round Interview: 1 March 2018

Second Round Interview: 6 March 2018


Research target audiences, trends in their behaviour and identify impactful, engaging and innovative ways of reaching them.

Develop a set of objectives for your UK-wide campaign and evaluation criteria that go towards meeting the NLPU’s objectives, agreeing them with the NLPU Director, Management Board and senior stakeholders

Involve National Lottery stakeholders, including distributors, Camelot and DCMS, in the development of campaign plans – drawing on their funding expertise and best practice in communications.

Liaise with National Lottery funded projects to involve them in campaigns and to identify their life changing stories for use across The National Lottery’s channels. 

Work across other NLPU projects and be a key member of the NLPU’s Senior Management Team, working with the Unit's Director to set high standards and maintain a positive, can-do culture in a high performing unit.

Line manage two campaign managers, inspiring and supporting them to realise their potential and to deliver against their objectives, the campaign and wider NLPU targets.

Innovate across digital and traditional media so that the NLPU is at the cutting edge of industry best practice, fully exploiting the wide range of ways of communicating with National Lottery players.

Develop any web presence to support your campaign, writing a full specification and liaising with web and design agencies, if required.

Lead on the creation of digital content for your campaign by commissioning photography, infographics, film and other content.

Draft tender documents, running procurement exercises to identify external suppliers to support your campaign, overseeing high quality work from them and ensuring excellent value for money.

Be responsible for all your campaign spend, forecasting and accounting for it in line with the Big Lottery Fund's financial standards.

Special working conditions

Ability to travel and carry out occasional work outside normal hours

Person Specification

Essential Experience knowledge and skills

An impressive record of achievement in at least one senior communications role.

Significant experience of leading, planning, co-ordinating and delivering complex communications campaigns for a range of audiences in a multi-channel environment.

Strong practical experience of content development, media relations, digital media, event management, filming, market research and insight, branding, evaluation and website development.

Excellent written and verbal communication skills and developed negotiation, organisational and influencing skills.

Significant experience of managing external suppliers and budgets and a track record of selecting and helping agencies to deliver high quality work, within deadline and to budget.

Excellent stakeholder management skills, a proven ability to influence senior stakeholders and an understanding of the challenges of working with large and small charities.

Attention to detail, advanced analytical and problem solving skills.

A strong ability to think creatively and to encourage others to.

Writes well for a range of materials from web copy to content for social channels, media articles and press materials.

A keen interest in and excellent knowledge of recent developments in digital and traditional media.

Experience of running large scale procurement exercises to public sector standards.

A good understanding of modern communications evaluation techniques and experience of commissioning research to inform a communications campaign.

Excellent IT skills, including Word, Outlook and Excel.

If the role is based in Wales, or supports customers or colleagues in Wales, an understanding of Welsh language legislation and the Welsh Language Standards of the Fund is required.

If you are interested in applying for this post please submit your CV and cover letter outlining your skills/experience for the role by clicking apply.

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