Marketing Manager (Head of Outreach)

The Charity and The Vision.

For over 15 years, Scotty's Little Soldiers has been supported children and young people who have been bereaved of a parent who served in the British Armed Forces. We are about to embark on an exciting journey which will see the charity evolve to support anyone affected by a military-connected bereavement and ultimately empower a community of more than 25,000 bereaved individuals and their families by 2035.

Founded in 2010 by Nikki Scott following the death of her husband, Corporal Lee Scott, the charity currently offers a unique blend of emotional, practical, and educational support to over 750 young people.

We are proud of our vibrant, non-traditional culture, which puts the needs of bereaved children and young people at the heart of everything we do. We embrace innovative approaches, are committed to creating smiles and believe in the power of community, resilience, and connection.

Role Mission.

I am here to lead Scotty s outreach to bereaved military families helping more people find, trust, and access our support by creating a visible, welcoming, and engaged community.

I am accountable for:

• Developing and delivering Scotty s Outreach strategy, aligned with the charity s long-term vision and growth targets.
• Leading the development of a new in-house team, ensuring strong performance, alignment, and support across all outreach activities.
• Achieving our beneficiary reach and engagement targets, including community growth, email sign-ups & engagement, social reach, and event/webinar attendance.
• Ensuring all outreach activity is sensitive, on-brand, and audience-focused, particularly in the context of bereavement and the military community.

The key responsibilities of this role are:

• Shape and deliver the Outreach strategy to engage bereaved military families across the UK, helping us to a) reach more bereaved families, and b) maintain regular engagement with those families.
• Lead and support the development of the Outreach squad as it grows.
• Plan and oversee delivery of digital and offline outreach activity, including social media, email marketing, website content, printed publications, and event promotion.
• Initially take responsibility for the delivery of outreach activity (except social media) until the squad grows.
• Ensure strong audience insight, segmentation, and tone of voice in all comms.
• Set and report on performance metrics to the CEO, SLT, and Trustees.
• Work closely with internal teams, especially our Service Delivery, to align comms and campaigns with our Programme goals, and to ensure we sensitively engaged with the bereaved military community.
• Uphold the Scotty s tone and brand across all outreach activity adapting to the needs of a sensitive, bereaved audience.

The 3-month goals for this role are:

• Build a deep understanding of Scotty s mission, our audience, the services we provide, and strategic direction.
• Finalise the Outreach strategy with the CEO, including key audience segments, platform focus, and performance metrics.
• Begin recruitment of the Outreach Squad (Social Media Exec to start, subject to funding confirmation).
• Produce and maintain a 90-day content and campaign plan, working closely with other teams.
• Establish baseline data for outreach KPIs and set up regular performance reporting.
• Picked up accountability for beneficiary marketing-related tools such as email, website, social etc.

The 6-month goals for this role are:

• Support the recruitment and onboarding of the Social Media Exec (TBC).
• Have created audience journeys and set up systems (CRM) to mirror them.
• Launch first targeted outreach campaigns focused on increasing awareness and sign-ups to services, particularly SMILES and SUPPORT programmes.
• Begin the repositioning journey for Scotty s brand, working alongside PR & Comms and the CEO.
• Strengthen working relationships with Service Delivery to ensure handovers from outreach to support are smooth and consistent.
• Launched a regular programme of beneficiary focused comms including monthly email, annual magazine, daily social content.

The 9-month goals for this role are:

• Demonstrate progress against outreach KPIs (e.g. increased social reach, community email sign-ups, beneficiary engagement).
• Deliver a successful cycle of outreach to support 2+ SMILES or SUPPORT campaigns/events.
• Complete internal and external review of what s working in outreach optimise content, messaging, and tactics accordingly.
• Refine and relaunch Scotty s beneficiary-facing email comms strategy to improve open and click-through rates.
• Begin developing a 12-month Outreach roadmap for Year 2, including content themes, campaign ideas, and team development needs.

Skillset and Experiences Required:

Marked as D (Desirable) or E (Essential)

Experience in leading marketing or engagement strategy - E

Team leadership and people management experience - D

Proven track record of delivering audience growth and engagement - E

Strong understanding of digital channels (social, email, content) - E

Experience working in a charity, community-focused or purpose-driven role - D

Experience with campaign planning and performance reporting - E

Ability to write and oversee content that is clear, warm, and sensitive - E

Familiarity with bereavement support, the Armed Forces, or similar sectors - D

Proficient in using data to inform strategy and optimise campaigns - E

Comfortable working with autonomy and initiative in a remote environment - E

Additional Information

The role may require occasional evening or weekend work

Enhanced DBS check required

Travel will be required to events and team training days

The Scotty s Way

At Scotty s, our personal performance is only 50% of what success looks like. Our culture is equally important. When you join our team, you sign up to The Scotty s Way, rooted in our four core values:

1. Families Come First

2. Everyone a Supporter, Every Supporter a VIP

3. Love What You Do

4. Remember, Every Day

Our values are further supported by our four non-negotiable behaviours of Show Respect, Speak Up, Take Ownership and Actively Collaborate. We are looking for an individual who embodies these values and behaviours.

Thank you for your interest in joining our team, we are an equal opportunities employer, we are committed to creating a diverse and inclusive workplace where all employees are treated with respect and given equal opportunities for employment and advancement.

We do not discriminate based on race, colour, religion, gender, sexual orientation, age, disability or any other protected characteristic.

We encourage all qualified individuals to apply for employment within our charity, and we provide a fair and inclusive recruitment process for all candidates.