Chief Marketing Officer

Overall purpose of the role:

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Royal Voluntary Service (RVS) has been at the heart of volunteering since 1938 — from mobilising volunteers in times of crisis to driving national innovation in community engagement. As we embark on the next chapter of our 2025–2035 strategy, RVS is focused on creating a future where volunteering is accessible to everyone. Through the launch of GoVo, our new digital volunteering platform funded by People’s Postcode Lottery, we are building the infrastructure for “volunteering for all” - connecting causes, volunteers and employers at scale, and working with others, we are seeking to shape a modern movement for social good.

 

The Chief Marketing Officer (CMO) will play a pivotal role in driving this transformation. Responsible for developing and executing Marketing, Brand and Communication campaigns to deliver against RVS’ Strategic Objectives including growth, promoting visibility and building customer engagement. As the organisation’s senior leader for brand, marketing and communications, you will utilise our customer experience, research, insight and EDI, to shape how RVS shows up in the world – growing our reputation, deepening trust, inspiring action, and building a movement for social good. This role is responsible for creating a powerful national voice for volunteering, activating audiences at scale, and ensuring RVS becomes one of the country’s most recognised and valued purpose-led brands. 

 

Working as a core member of the Chief Officer Group, the CMO will be a strategic leader and visible ambassador, skilled and passionate advocate for digital innovation, leading optimisation of marketing capabilities enabled by AI. 

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What you will be doing:

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Brand, Reputation & Influence

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• Define, evolve and protect the RVS brand, ensuring clarity, distinctiveness and emotional resonance across diverse audiences. 

• Position RVS as a national voice on volunteering, social connection and community resilience. 

• Act as a senior spokesperson and ambassador for RVS in a media and public sphere. 

• Lead reputation and crisis communications, safeguarding public trust in the organisation and the volunteering movement. 

 

Marketing, Growth & Engagement

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• Develop and deliver an integrated marketing strategy that drives audience growth, increasing the relevance of volunteering to all life stages. 

• Utilising our existing and new product offers to include digital platform, GoVo and Volunteering Marketplace to drive engagement across all parts of RVS (volunteering, fundraising, retail and community services) to present a holistic and coherent organisation to the general population.

• Lead data-driven, multi-channel campaigns that convert interest into action, participation and loyalty. 

• Grow and diversify RVS’s audience base, including younger demographics, corporate partners and underrepresented communities. 

• Shape and optimise end-to-end audience journeys across the lifecycle – awareness, engagement, action, retention and advocacy.  

 

Digital, Content & Storytelling

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• Oversee digital channels, content strategy, creative direction, and storytelling to build a compelling narrative that inspires and unites. 

• Ensure inclusive, accessible and user-centered digital experiences across websites, platforms, social channels and campaign touchpoints. 

• Champion innovation in content, creativity, brand expression and digital engagement. 

 

Communications

 

• The development and delivery of a high quality, multi channel internal communications strategy, reaching circa. 700 employees in a wide range of roles, work patterns, digital capabilities and locations.

• The development and delivery of a high quality multi channel internal communications strategy, reaching circa. 100,000 volunteers, in a wide range of roles and locations.

• Development and delivering of high impact external communications and PR, facing into multiple audience segments including government(s), the broader charity sector, the general public, funders, media partners and corporate commercial clients.

• Leading the engagement and ongoing positive relationship with our Patron, Her Majesty The Queen, and the wider Royal Households.

• Leading the engagement and ongoing development of key stakeholders including our ambassador network.

 

Insight, Research & Impact Narrative

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• Embed insight-led thinking across the organisation to drive continuous improvement and performance. 

• Partner with the Executive Director of Research & Insight to influence public and political discourse through storytelling and evidence. 

 

Equality, Diversity, Inclusion & Representation

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• Ensure RVS communicates and operates in a way that reflects and respects the diversity of the communities we serve. 

• Lead and support inclusive representation across imagery, language, brand, campaigns, thinking and behaviour. 

• Working closely with Assistant Director of EDI to ensure inclusive practice is embedded in engagement and culture, being ‘the voice’ of EDI at Chief Officer and Board level. 

 

Collaboration, Leadership & Culture

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• Build and lead a high-performing marketing, communications, brand, insight, customer experience and EDI function. 

• Foster a culture of creativity, curiosity, data-informed decision-making and accountable delivery. 

• Work closely with the Chief Officer Group (COG) to align marketing with growth, service delivery, digital development, and organisational priorities. 

• Manage budgets, agencies and key partnerships, ensuring clear value and measurable return on investment.

 

You will also bring: 

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• A bold, modern and inspiring leadership style rooted in inclusivity, collaboration, creativity and ambition.

• Proven ability to build high-performing teams and nurture diverse talent. 

• Confidence communicating with media, Ministers, CEOs, trustees and public audiences. 

• A strategic mindset with a bias for execution, learning, improvement and results. 

• Authentic passion for volunteering, social connection and community impact. 

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What you need to know:

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Knowledge 

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• Deep and current understanding of brand, marketing, digital engagement and communications at executive level. 

• Knowledge of data, CRM, analytics and insight in driving strategy, segmentation and personalisation. 

• Understanding of the UK charity, civic participation, or mission-led landscape. 

• Knowledge of inclusive communications and ethical marketing practice. 

 

Skills 

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• Exceptional communicator and storyteller – written, visual and verbal. 

• Strategic thinker with sharp analytical capabilities and strong judgement. 

• Skilled in audience growth, digital engagement, campaign strategy and brand building. 

• Excellent influencing skills with ability to shape narrative and mobilise partners. 

• Strong leadership, coaching and team-building skills, with emotional intelligence and resilience. 

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Experience

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• Significant executive-level experience leading marketing, brand or engagement functions in complex organisations. 

• Proven track record in building brands, delivering multi-channel strategies and achieving measurable growth. 

• Experience leading digital transformation, CRM and insight-driven audience strategies. 

• Experience in media relations, public narrative, reputation management or campaigning. 

• Experience working in purpose-led, social impact or movement-building environments (charity, CSR, public or hybrid sectors). 

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Equality, Diversity & Inclusion:

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At Royal Voluntary Service our goal is to welcome everyone and build inclusive and diverse teams. We celebrate difference and encourage everyone to join us and be themselves at work.