Head of marketing and membership experience

Salary: 58-60k depending upon experience
Location: Head office based, with flexibility
Reporting to: Deputy director of business management
Reference: HOMMEJAN24
Closing Date: 19th February 2024

Role information

BASC is seeking a head of marketing and membership experience to join our team. We are based close to Chester and have offices across the UK.

We want you to ensure a high-quality membership experience, securing engagement and retention through effective membership activities.

You will have great skills and experience to ensure that you develop comprehensive marketing strategies aligned with BASC’s overall goals and objectives. You will conduct market research, identify target audiences, and formulate plans to reach and engage them effectively. You will have a degree in marketing or a related subject.

To join our team, you will want to make a difference and be able to demonstrate evidence of strong relationship building and ability to lead people in developing omnichannel marketing plans and implementing them effectively.

To thrive in this role, you will be a great communicator, with a passion and commitment to deliver a quality service to our members.

Our vision

Fight for sustainable shooting and conservation of the countryside.

Key accountabilities and responsibilities

Strategy development

  • Develop comprehensive marketing strategies aligned with BASC’s overall goals and Conduct market research, identify target audiences and formulate plans to reach and engage them effectively.
  • Ensure a high-quality membership experience, securing engagement and retention through effective membership activities.
  • Create a cohesive streamlined/seamless journey for members.
  • Create and embed the membership journey mapping process.
  • Implement structured membership experience measurement. Foster a culture of experience-centred process design.
  • Manage the membership programme to improve member satisfaction and drive membership growth, including the development of a clear and compelling member value proposition.
  • Lead the review, development, and implementation of new and improved membership operations processes.
  • Ensure all member enquiries are managed and responded to accurately and quickly.

Campaign planning and execution

  • Plan and execute marketing campaigns across various channels, such as digital, social media, print, and events. Create compelling content, managing budgets, coordinating with internal and external stakeholders, and monitor campaign performance.
  • Work with comms to develop high impact offline and online ads. Own the membership media strategy and liaise with media buyers/publication owners as required.
  • Deliver an agenda of member events including online, podcasts, game fairs etc,
  • Continuously develop membership online experience, including any community platforms and enable members to be part of a vibrant and thriving community in which they can network, learn, share and innovate.
  • Manage relationships with media buying agencies to secure high performing advertising (online and offline) in traditional shooting media; pilot/develop relationships with existing partners and non-traditional media owners having a suitable target audience as well as those with new target groups (sports, lifestyle including food and fitness, professions such as farmers).
  • Deliver focused communications for individual interests, i.e. game shooting, target shooting, clay pigeon shooting, rough shooting and pigeon shooting to ensure that members feel their membership truly represents them.
  • Delivery of membership messaging in regional ‘In Your Area’ and interest-based ‘Your Passion’ formats. Focus messaging on the things that matter to members.

Market analysis and insights

  • Conduct market research to understand industry trends, member needs and the competitive landscape. Analyse member insights, monitoring market dynamics and identifying opportunities for membership/service innovation and differentiation.
  • Identify how members feel about BASC, how they interact with the association and the value they attribute to it.
  • Gain a thorough understanding of the membership base and the issues affecting them, so as to advise and support as appropriate.

Team management

  • Build and lead a high-performing marketing and membership team, providing guidance, setting goals and fostering a collaborative work environment.

Performance measurement

  • Establish key performance indicators (KPIs) to evaluate marketing efforts and monitor their impact on business outcomes. Track metrics such as member acquisition, conversion rates, member retention and return on investment (ROI).

Collaboration and stakeholder management

  • Collaborate with cross-functional teams, including communications, commercial services and operations, to align marketing strategies with overall BASC objectives. Interact with external partners, agencies and associations to leverage resources and maximise marketing effectiveness.

Technology and innovation

  • Stay updated with the latest marketing technologies, tools and trends to drive innovation and efficiency. Leverage data analytics, automation tools and customer relationship management (CRM) systems to optimise marketing campaigns and improve member targeting.

Measurement of success

  • Member acquisition and retention – objectively tell whether our efforts are making a difference.
  • Engagement and participation – interaction between the organisation and its membership. What services are BASC offering and how many members are choosing to take advantage of them.
  • Members’ perception of services – do they see all the value being provided (member value) and are they satisfied that it represents a good return for their subscriptions (member satisfaction).
ExperienceEssential skills, knowledge and achievements

Line management and team development experience is essential.

Solid project management skills – overseeing the delivery of strategies, creating timelines and project documentation.

Evidence of leading the development of omnichannel marketing plans and their effective implementation.

Ability to develop strong relationships with cross-functional team members to enable collaboration, advice sharing, and directional leadership.

Outstanding organisational skills, ability to multi-task and prioritise delivery to deadlines.

Methodical with a strong attention to detail.

Proven creative thinking with good problem-solving abilities.

Good understanding of FCA regulations and GDPR legislation.

Hands-on experience of using software packages – including, but not limited to, MS Office, Dynamics, Google Analytics and social media tools.

A degree in marketing, communications, advertising or a business management related subject.

MBA advantageous but not essential.

Relevant vocational marketing qualification (CIM, IDM).

Work experience in the membership or not-for-profit sector.

At least five years’ experience within a marketing department and at least three years in a team management role.

Creative flair alongside strong attention to detail.

Strategic thinking and problem-solving abilities.

Superior interpersonal and organisational skills and confidence to use own initiative.

Excellent communication and presentation skills

Adaptability to change and willingness to embrace new ideas and processes.

Interest in developing own skills and knowledge.

Ability to make quick but rational decisions when working under pressure.

Leadership skills with the ability to inspire others.

Mentoring skills and delivery of a high-performance culture.

Able to travel, which may include overnight stays on occasion, as and when required.

A passion for the countryside and rural affairs.

General requirements

BASC head office is based in Marford Mill, Rossett, north Wales, with country and regional offices across the UK.

We have an agile working approach, with our core hours being between 8.30 – 5.30 Monday – Friday.  We do expect some weekend and out-of-hours working to support our membership engagement. Your working hours are stated in your contract of employment.

You are expected to be flexible and agile and be willing to undertake any other duties that may reasonably be required.

All our employees must always act as positive ambassadors for the association when dealing with members or representing the association in other ways.

Essential requirements for role 
Driving licenceYES
DBS checkNO
Firearms certificateNO
Shotgun certificateNO

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