Marketing Manager (Capital Appeal)

About us

The Royal National Lifeboat Institution is a charity that provides a 24-hour lifeboat search and rescue service, seasonal lifeguards, water safety education and initiatives, and flood rescue response. Our lifeboat crews and lifeguards need a dedicated, professional, and talented team behind them. This is your chance to join that team and help save lives every day.

Your role

This is a new role that will be pivotal in the launch and growth of a Capital Appeal that aims to generate transformational support and long-term income for the charity. An exciting opportunity for a strategic and hands-on marketer to lead a multi-year fundraising programme, create inspiring campaigns that attract new audiences, engage existing supporters, and drive exceptional fundraising performance.

Working alongside a team of talented Marketing Managers within the Individual Giving team, you will be responsible for driving response and incremental income through both cold acquisition media and warm direct marketing programmes, as well as wider amplification activity. You will champion the Capital Appeal across established activity, ensuring it is effectively integrated into supporter journeys, retention communications and wider marketing and communications plans.

You'll work in partnership with a broad group of internal and external specialists to plan, deliver and optimise campaigns. As part of the Capital Appeal working group, you will act as the central point of coordination within Individual Giving, aligning plans, managing dependencies and helping to maximise fundraising impact across multiple workstreams.

As a Marketing Manager in the Individual Giving team, you will be focussed on:

• Lead the development and delivery of integrated fundraising campaigns with responsibility for planning, budget management, stakeholder engagement, creative development, execution and evaluation to meet project objectives.
• Drive supporter acquisition, donor engagement and income growth through effective multi-channel marketing activity.
• Work collaboratively to embed the Capital Appeal across wider Individual Giving programmes, supporter journeys and communications plans.
• Use insight, testing and performance analysis to optimise campaign effectiveness and maximise return on investment.
• Act as a central point of coordination across stakeholders, ensuring plans are aligned and opportunities are maximised.
• Manage complex projects, balancing priorities and dependencies across a broad range of workstreams.
• Support Marketing Executives within the team, delegating where appropriate and facilitating upskilling as required. Work alongside other Marketing Managers to plan and manage resource across projects and support the Senior Marketing Manager.
• Prepare and deliver campaign reports and presentations, ensuring they contain accurate, up-to-date and relevant information.

About you

You'll be an experienced fundraising, direct marketing or integrated campaign professional with a strong track record of delivering income-generating campaigns and influencing across complex organisations. To be considered for this role you’ll need to have:

• Experience in delivering multi-channel marketing campaigns that drive direct response and measurable income
• Strong knowledge of supporter acquisition and direct marketing
• Excellent project management skills including exceptional stakeholder management capabilities and the ability to prioritise and juggle multiple projects
• A collaborative and agile approach, with the ability to juggle multiple priorities and adapt to changing priorities
• Strong analytical skills, with experience using insight, testing and performance data to inform decision-making
• Experience of capital appeals, major fundraising campaigns or large charity environments would be advantageous but not essential
• And above all you’ll reflect the values of the RNLI by being selfless, courageous, dependable and trustworthy

This role offers the chance to bring specialist expertise together, work collaboratively across the organisation and help build a campaign that inspires support for years to come. Please apply via the button shown.

Safeguarding

The RNLI is committed to safeguarding; protecting a person’s health, wellbeing, and human rights, enabling them to live free from harm, abuse, and neglect. We expect all employees and volunteers to share this commitment and have a zero-tolerance approach. The suitability of all prospective employees and volunteers will be assessed during the recruitment process in line with this commitment. This will include relevant criminal record checks being carried out dependent on the eligibility of the role. (England & Wales; DBS check, Scotland; Disclosure Scotland PVG, Northern Ireland; Access NI, Republic of Ireland; Garda Vetting; International, International Child Protection Certificate process).

Diversity at the RNLI

Our staff and volunteers have been saving lives at sea without prejudice for 200 years. We respect and value diversity of background, skills and perspectives within our teams, and consider it essential to help us deliver a world-class lifesaving service. We are an inclusive organisation and welcome applications from everyone. In addition to having the skills needed for the role, we also look for applicants who share our commitment to living our RNLI values (trustworthy, courageous, selfless, and dependable), and helping us work towards Our Vision: To save Every One.