Head of Digital Engagement

London (Central), London (Greater)
Grade BL, Salary £60,000 per annum
22 February 2019
02 March 2019
Contract Type

Are you an ambitious digital leader looking for an organisation where you can build a team and transform how communications are delivered? The Royal College of General Practitioners (RCGP), is seeking to expand its communications team hiring a Head of Digital Engagement.

Every working day over 1m patients visit their GP practice and over 86% of health problems experienced by the UK population are dealt with in general practice. The Royal College of General Practitioners is the professional body and the largest membership organisation solely for GPs in the United Kingdom. It has 52,000 members who are committed to improving patient care. General practice is the largest branch of the medical profession. 

Over the last decade the College has transformed its corporate and member communications. It enjoys an extremely high public profile, appearing in national broadcast and print media almost daily. The College is now committed to taking its digital ambition to the next level and is looking to recruit a talented individual to help lead and drive this.

This is a new role in the College's communications team and will shape the activity of the whole organisation across the digital spectrum (email, website, social media and search).It will seek to ensure the team are intentional in their use of digital channels and lead in the implementation of a digital communications strategy.

Reporting to the Associate Director of PR and Corporate Communications, this is a highly strategic, autonomous role that involves working in an integrated way across the College UK-wide.

This highly creative individual will be responsible for working alongside internal stakeholders and with the College's members to champion the needs of GPs and build capacity and momentum for digital within the organisation. The College is seeking a leader who relishes challenges, is adaptable and collaborative, is data-driven, resilient, and excited to work in a profession helping to drive positive impact in the healthcare sector. 

You will build a new team from scratch and be able to translate complex and technical information in a way that engages a wide range of audiences and stakeholders.

Ideally you will have experience in developing content for channels such as Facebook, Instagram and Google search. You'll be hands on when it comes to digital audience insight tools such as Global Web Index or Crimson Hexagon and you'll be able to navigate community management and measurement tools such as Sprinklr or SocialBakers.

The ideal candidate will be educated to degree level and have experience in managing digital comms in-house at a membership or not-for-profit organisation or working in a digital marketing agency.

To apply please send your CV and cover letter to Rosie Mallows rosie.mallows@rcgp.org.uk

The Royal College of General Practitioners is an equal opportunities employer and welcomes applications from all sections of the community.

~ Great doctors great care ~

Key result areas

To develop an integrated digital engagement, content and measurement strategy and to put in place the structures and tools required to embed and monitor this.

To ensure a joined-up approach to the planning, generation and scheduling of digital content across different channels, ensuring that all content is of a high quality, optimised for SEO, aligned to our digital content strategy and reviewed and audited regularly.

To work closely with all departments to ensure that the College's digital communications deliver an improved user and member experience and drive greater personalisation.

To oversee the development of the College website as a go to resource for GPs, with more GPs using it to engage with the College and its services.

To oversee the implementation of an SEO strategy, with demonstrable impact on passive (visitors/hits) and active (downloads/posts) engagement.

To oversee the implementation and development of the College's email channel strategy, demonstrating a positive impact on open and click to open rates.

To oversee the development of the College's social media activity to ensure that the College is the voice of general practice in the social media, and to drive positive member engagement.

To increase member awareness of the Faculties and their work, as measured through the College's membership survey.

To lead and participate in workshops with employees, team members, end-users/GPs, faculties and related partners and stakeholders to identify and solve priorities and potential challenges facing digital communications.

To establish key metrics and recommend an appropriate attribution model to measure the success of the College's digital engagement and to put in place systems to ensure that these are regularly reported on, and to generate member and user insight.

Work with the data protection officer to ensure that all the College's digital communications activities are compliant with the College's data protection and processing policies and with its legal obligations (e.g. GDPR)

Act as an ambassador of the corporate culture and values through living them and ensuring direct reports do the same.

To put in place an escalation procedure, relevant systems and appropriate risk mitigation measures to ensure the availability of out of hours digital communications support when needed. To develop and oversee crisis management approach and implementation to ensure the resolution of any negative sentiment as quickly as feasible whilst involving the necessary internal stakeholders.

Perform any other duties as from time to time as and when required within the scope of the post as directed by the Assistant Director of Corporate Communications and PR.


●      Substantial senior level experience of developing a digital communications strategy and implementing it at an organisation wide level

●      Experience of content management processes, editorial calendars and related systems, working with technical specialists (e.g. designer(s), developers)

●      Experience of creating effective, accessible and engaging digital content

●      Experience of growing successful social and online communities

●      Demonstrable success in people management, taking accountability for leading effective teams who consistently deliver corporate objectives and behaviours.

●      Proven experience of successfully leading cultural and process change

●      Proven experience of the management of change within an organisation involving complex processes and highly skilled professional stakeholders

●      Experience of working in complex organisation with a matrix management structure

●      Experience of working with digital communications reporting tools both native (e.g. Facebook Insights, Twitter Analytics) and custom (e.g. Sprinklr, Google 360)

●      Familiarity with CMS and CRM systems, email platforms and tools to manage social platforms (e.g. Salesforce, Raiser's Edge, Microsoft Dynamics)

●      Experience of procuring, capacity-building and implementation of digital insight tools (e.g. Global Web Index, Statista, Brandwatch) and developing associated reporting offerings and templates that could be rolled out across the College as appropriate

Knowledge / Skills / Attributes

●      A comprehensive understanding of the digital landscape, potential innovations, emerging trends and platforms, with good understanding of the environment in which the College operates and its wider agenda bringing a view of best practices and benchmarks

●      Strong project management skills with ability to deliver projects to agreed deadlines, budgets and standards while monitoring and managing risks and change

●      Excellent communication, interpersonal and collaboration skills, able to build positive working relationships, secure engagement from frontline to Executive level and present work persuasively

●      Excellent written communication skills, with ability to produce visual decks and engaging written content and disseminate this to different audiences, through a range of digital channels

●      Ability to manage budgets and relationships with external suppliers to gain best value for money and quality services

●      Strong presentational skills and ability to talk confidently and authoritatively to a variety of audiences, including the College Leadership of Executive Directors, the Chair and senior GP Leaders

●      Self-starter who is creative, committed and enthusiastic with an ability to work under pressure and to manage conflicting priorities and a demanding workload effectively

●      Able to work at pace with high levels of drive and energy and to role model resilience and proactivity in times of change

●      High levels of influence and credibility as a Subject Matter Expert to gain understanding and support for proposals and initiatives from senior leaders and other key internal stakeholders

Highly focused, results and action-oriented with ability to lead a team effectively and develop and motivate team members to achieve high performance.

Communications and working relationships

●      Chief Operating Officer, Executive Director of Policy and Engagement, Assistant Director of PR and Corporate Communications - to give strategic communications advice on all issues relating to digital communications

●      Digital communications team - to lead the development and implementation of an integrated digital communications strategy, and to ensure that the team performs effectively and builds capacity via skill development and knowledge-sharing

●      Digital Transformation Board members, Assistant Director of IT and Digital, Head of Digital Delivery, Head of IT Architecture - to ensure a joined-up approach to digital transformation and that the College's IT architecture supports the development of its digital communications approach

●      Digital champions - to support digital champions help shape the College's digital communications strategy and to be advocates for it across the wider organisation

●      Staff across the organisation - to work with staff to ensure that the design and content of the web is attractive and accessible to members and meets the needs of the organisation; and to provide data and analysis to inform future member engagement

●      External suppliers - to manage relationships with external contractors as required ensuring work is delivered on time and on budget planning for potential eventualities where required

All post holders are expected to adhere to GDPR and ensure that they handle data in a manner that is compliant with the regulations.

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