Appointment of Director General (Chief Executive) - October 2021 - Perrett Laver
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Appointment of Director General (Chief Executive) October 2021
Contents
03 Introduction
04 About the RHS
05 Our Future Plans
06 The RHS Sustainability Strategy
07 Diversity and Inclusion
08 Corporate Governance
09 Finance
10 The Role
13 Person Specification
15 How to Apply
RHS | Appointment of Director General (Chief Executive) 02
Introduction
Dear Candidate,
Thank you for your interest in the role of Director General Beyond a passion for gardening, we’re looking for a
(Chief Executive) at the Royal Horticultural Society. values-led, commercially-minded leader who can both
inspire and motivate the RHS team and influence and
Our current Director General, Sue Biggs CBE, will be
engage with our wider stakeholders: the horticultural
retiring from her role in June 2022, after 11 successful
industry, Government, our commercial partners,
years. She will leave a thriving organisation that has
and our members and donors. They will be joining an
successfully weathered the pandemic and is close to
organisation that takes pride in being welcoming, open,
completing a transformative £160 million investment
and inclusive; a dynamic and forward-looking charity
programme. As we prepare for the next chapter in our
that is a real force for good and agent of change.
exciting journey, we are looking for an inspirational
and ambitious leader who can steer us forward, The RHS has a vital role to play in enabling future
communicate our message to an ever wider audience generations to learn or continue to enjoy gardening
and identify and seize new opportunities to extend our whilst improving the sustainability of our environment
reach and impact even further. and our health and well-being. This is a great
opportunity to shape our future and work with a
We believe gardens, horticulture and growing plants has
dedicated and engaged Council of Trustees and a
never been more important to help mitigate some of
dynamic Leadership Team to build on past successes
the biggest challenges facing us today. With our
and to continue the strategic development of the RHS.
recently launched RHS Sustainability Strategy and
plentiful evidence of the positive impact that gardening If you’re excited by this opportunity, then we would
can have on our health and happiness, we are ready to love to hear from you.
do everything we can as an organisation to harness the
Keith Weed CBE
efforts of our nation’s 30 million gardeners to help fight
RHS President
the climate crisis and improve our nation’s well-being.
RHS | Appointment of Director General (Chief Executive) 03
About the RHS
The world’s leading gardening charity, the RHS (Royal Horticultural Society) aims to enrich everyone’s
life through plants and to make the world a greener and more beautiful place on a sustainable basis.
Our vision underpins all that we do – from our inspirational gardens and shows, through our scientific
research, to our education and community programmes.
For over 200 years we have been committed to inspiring Our Strategic Objectives:
everyone to grow through horticulture, and to the
1. Be known, loved, and trusted as the charity for all
wonderful role that gardening has for our own well-being
gardeners.
and for our environment.
2. Safeguard and advance the science, art, and
With a growing membership population of c.560,000,
practice of horticulture for the benefit of future
the RHS is a champion and exemplar of horticultural
generations and the environment.
excellence inspiring gardeners through our five gardens
(RHS Wisley, RHS Bridgewater, RHS Rosemoor, RHS Harlow 3. Transform communities through gardening.
Carr and RHS Hyde Hall), annual shows (including RHS 4. Create world-leading horticulture that inspires
Chelsea Flower Show, RHS Hampton Court Palace Garden people to garden.
Festival and RHS Tatton Park Flower Show) and community
5. Nurture and grow our membership throughout the UK.
programmes such as RHS Britain in Bloom.
6. Provide a voice for all gardeners, sharing and
We share our knowledge through books, websites
building expert knowledge.
podcasts and magazines, hold world-class collections of
horticultural books and botanical art, and sell the very 7. Delight our customers with exceptional service
best selection of plants and gardening gifts. and products.
In everything we do, we aim to use our guiding 8. Be a great place to work where everyone makes a
principles, which are to: difference.
• Inspire 9. Have efficient business practices that deliver
maximum income for our charitable purpose.
• Involve
10. Make horticulture a career to be proud of.
• Inform
More information on RHS’s vision and objectives can be
• Improve
found here.
RHS | Appointment of Director General (Chief Executive) 04
Our Future Plans
Like every charity, business, and organisation, 2020 was a year of obstacles and challenges. We faced a
significant reduction in revenue as a result of the Covid-19 pandemic which forced our gardens to close
for three months and our flower shows to be cancelled.
But as a result of people spending more time at home and We are working to engage more urban and rural
in their gardens, we recorded a huge uptake in our digital communities through the Britain in Bloom campaign as
engagement and stability in membership numbers – this well as It’s your Neighbourhood scheme.
enabled us to forge ahead with our charitable objectives.
We believe that there is an opportunity to significantly
In summer 2021, we opened the RHS Garden grow membership and engagement by developing both
Bridgewater in Salford which will bring decades of the digital membership proposition as well as the
inspiration and joy for people in the North West and awareness and relevance of the RHS brand at a time when
beyond as well as RHS Hilltop – The Home of Gardening gardening is booming in the UK. We want people to be
Science at RHS Garden Wisley, Surrey. This brings an inspired and motivated to grow plants, as well as growing
interactive exhibition and three new gardens to inspire their knowledge. The ambition of the RHS is to be more
the next generation of gardeners and scientists. relevant to larger and more diverse audiences – this is
something we are always striving to do. This will include
Following the successful investment in the gardens and
building and extending our digital capabilities to
facilities, there is an immediate need to optimise their
transform the way in which we interact with our members
operation, building on the early learnings in order to
and the broader public, driving deeper engagement and
deliver their business plans while in parallel developing
increased e-commerce opportunities.
the future strategic agenda. To improve the health of
people, plants, and the planet, we want to continue to Following the recent launch of RHS’s ambitious
advance horticultural science and safeguard collections sustainability strategy, the new Director General (Chief
for the future generations. Executive) will need to build the programmes, capabilities,
and resources to deliver against this strategy so that the
We want to improve society by helping to build stronger,
RHS delivers against the plan and becomes a leader and
healthier and happier communities through gardening.
exemplar in sustainable gardening along with an
We are passionate about further growing our education
advocate for the role gardeners can play in positively
and community programmes to inspire people of all ages
impacting on the planet and society.
and abilities with an interest in plants and gardening.
RHS | Appointment of Director General (Chief Executive) 05
The RHS Sustainability Strategy
Within the decade, we aim to become net positive for nature and for people, and to encourage and
enable gardeners to do the same.
We are now painfully aware that we face a climate and Net positive for people
biodiversity crisis, and that every effort counts. The RHS
1. Enable more people to enjoy the benefits of
is in a unique position to harness its science, reputation
gardening.
and reach to help address this in a positive way.
2. Design a new evidence-based Well-being Garden
Our ten targets:
Blueprint by 2025.
Net positive for nature
3. Develop and embed sustainable horticulture within
1. Climate positive by 2030. education, research, and training.
2. Biodiversity positive by 2025. 4. Accelerate equality, diversity, and inclusion.
3. Biosecurity neutral by 2025. Our new Sustainability Strategy can be found here.
4. Water neutral by 2030.
5. Circular plastic by 2030.
6. Zero waste to landfill by 2030.
RHS | Appointment of Director General (Chief Executive) 06
Diversity and Inclusion
RHS is committed to promoting Diversity and Inclusion (D&I) at the RHS; across all our work in Shows,
Gardens, Communities, Science, Education, Art, in our magazines, books, online and other media; and in
the wider horticultural industry.
We believe that gardens and gardening, in all its forms, More information on RHS’s commitment to diversity
should be accessible and enjoyed by everyone and that and inclusion can be found here.
all individuals, whether working within the RHS or
enjoying our membership, services or products, should
be treated with dignity and respect and be part of an
environment that is free from barriers or discrimination,
regardless of age, race (which includes colour,
nationality and ethnic or national origins), religion,
philosophical belief or lack of belief, sex, gender
reassignment, sexual orientation, marriage and civil
partnership, disability, pregnancy and maternity.
RHS | Appointment of Director General (Chief Executive) 07
Corporate Governance
The RHS has a Royal Charter and is a Registered Charity. The governing body of the RHS is Council.
This comprises the President, Treasurer and up to 15 ordinary members. The members of Council are
the Trustees of the Society.
The RHS Council is Chaired by Keith Weed, CBE, as • Director of Gardens and Shows
President. The Council members, Chair and Director
• Director of Members, Marketing and Digital
General (Chief Executive) are responsible for ensuring
the organisation delivers its Chartered and charitable • Director of Communications
objectives. More information on the Council can be • Director of People
found here.
• Director of IT
The Director General (Chief Executive) leads the
• Director of Finance and Estates
Leadership Team, namely:
• Director of Horticulture, Education and Communities
• Director of Science and Collections
RHS | Appointment of Director General (Chief Executive) 08
Finance
In 2019/20, the RHS generated a total income of £102.1m, compared to £97.7m in 2018/19, and net
income of £10.4m. Following a pandemic-induced dip in 2020/21, revenues and net income have
rebounded strongly in the current financial year. The Society’s financial position remains robust and,
with the bulk of the investment in our 10 year, £160m Strategic Investment Programme now completed,
the RHS is well placed to continue its strong upward growth track.
As a membership organisation with a range of commercial The current financial year is significantly more positive
activities, the RHS has more diversified sources of income as all of our shows have taken place, including the first
than most charities. In the year ended 31 January 2020, ever September RHS Chelsea Flower Show, garden
before the impact of the pandemic, the RHS generated visitors have returned to pre-pandemic levels and the
total income of £102.1m. 24 per cent of income was continued national interest in gardening has boosted
generated from Members and Communication; 22 per cent membership. Retail performance, both at the gardens
from Shows; 24 per cent from Trading (including Retail); and online, has continued the strong trends experienced
17 per cent from Donations, Legacies, and Grants; and since the gardens reopened in summer 2020.
13 per cent from Gardens and Other.
The current year has also seen the opening of two of
In 2020/21, income fell by 34 per cent to £67.4m, the largest projects within the Strategic Investment
as a direct result of the pandemic, in particular the Programme: RHS Bridgewater in Salford, our fifth
cancellation of all the shows over the summer of 2020. garden, where our expectations on visitor numbers and
Despite massive disruption to our activities, the loyalty membership conversion have been far exceeded; and
and generosity of members and donors, coupled with the RHS Hilltop Home of Gardening Science at Wisley,
the benefit of the Government furlough scheme and the our new science facility set in three innovative new
cutting of all non-essential spend, meant that the RHS gardens, which opened in July to great acclaim.
was still able to deliver a small positive net income.
More information about RHS’s financial performance
Importantly we managed to maintain our membership
can be found here.
in a year when other organisations lost members,
helped by the fact that we were able to reopen our
gardens in June 2020 after a two month closure.
RHS | Appointment of Director General (Chief Executive) 09
The Role
We are seeking an ambitious and inspirational Director General (Chief Executive) who will build on the
remarkable achievements of the RHS over the past decade, and who will continue to shape and evolve
our strategy so that we successfully expand our reach, our influence, and our impact.
Reporting to the RHS President and Council, the Director It will be critical that the Director General ensures
General is the Chief Executive Officer of the RHS and the RHS’s high brand profile, industry leadership,
has direct responsibility for the effective and efficient partnership working, and trusted advice to its members,
day-to-day operation of an organisation with revenues public, Government and other industry groups as well as
of circa £100m and a company of 1,000 employees and continues to enable future generations to enjoy
2,000 volunteers, supported by a strong and talented gardening whilst improving the sustainability of our
senior team. environment and our health and well-being.
The Director General will provide strategic leadership, vision
and direction that enables the RHS to identify and deliver
its strategic goals and continue to grow its membership
base, broader public engagement and impact. They will
be an empowering and inspirational leader, nurturing an
inclusive, values-driven, outcome focused organisational
culture. They will ensure the continued growth in income
and long-term financial sustainability of the RHS.
RHS | Appointment of Director General (Chief Executive) 10The Role
Key Responsibilities:
Organisational Leadership & Strategic Direction
• Provide strategic leadership, vision and direction that
enables the RHS to identify and deliver its strategic
goals and continue to grow impact.
• Identify and respond to emerging external trends,
opportunities, and risks, adapting or refining the
strategy, plans and activities to enable the best
impacts and outcomes for the RHS.
• Lead the development and implementation of new
areas of business and significant new projects,
including capital projects.
• Drive and enable a values-led culture that attracts,
develops, and retains the best staff and volunteers
and motivates and empowers them to achieve our
vision and deliver real impact, one which encourages
engagement, innovation, accountability, and Communication & Influence
continuous improvement.
• Ensure the continued high brand profile of the RHS in
• Provide empowering and inspirational leadership, the UK and internationally to enable increasing
nurturing an inclusive, values-driven, outcome focused support for and engagement with the RHS.
organisational culture in which equality, diversity and
• Influence and engage with a wide range of key
inclusion is integral to all that we do.
stakeholders at senior levels across all sectors and be
• Lead and manage a strong, effective, inclusive, and the RHS’s key media spokesperson as a compelling
collaborative team of Directors who in turn are and inspirational ambassador for the RHS, its work
positive role models and organisational leaders. and its ambitions.
• Work with the Leadership Team to develop and • Work closely, collaboratively, and with influence to
maintain an effective and robust digital platform for build strong relationships with relevant industry
the RHS’s activities, and continually assess how groups, government, policy makers and other key
technological developments may further support, stakeholders and partner organisations to identify
enhance, or expand them. and realise opportunities for the RHS to have even
greater impact.
• Work with the President to ensure a strong Council of
Trustees that has timely and appropriate oversight of • Cultivate relationships with key donors and sponsors
key organisational strategic proposals, discussions, and play an active role in generating new funding
and decisions, and ensure appropriate governance, partnerships in collaboration with the RHS Council,
compliance, financial and risk management for the RHS. the Fundraising Team and the Leadership Team.
RHS | Appointment of Director General (Chief Executive) 11The Role
Income, Insight and Delivery
• Ensure the continued growth in membership, income
and long-term financial sustainability of the RHS
through strong brand recognition and supporter
engagement, maximising existing income streams,
further development of diversified income sources,
and a focus on efficient and effective business
processes.
• Enable and support the continued development of
the RHS’s use of multi-channel digital technologies
and other data led systems to create an organisation
in which the identification of opportunities and Governance/Board
priorities and delivery of outcomes are data driven
• Work in close collaboration with the RHS’s President
and insight led.
and, supported by the Company Secretary, manage
• Ensure that the RHS has appropriate people, the relationship between the Council, sub-committees,
infrastructure, systems, processes, and income to and senior staff at the RHS to create effective
deliver its vision, strategy, and strategic and communications and relationships, enabling Trustees
charitable objectives. to fulfil their duties and senior staff to draw on Board
• Work with the Leadership Team to develop aligned expertise appropriately.
and integrated operational plans and budgets that • Take overall responsibility for ensuring that key
enable the delivery of the RHS’s strategy. policies and processes are in place.
• Ensure a continued focus on RHS’s vision to enrich • Ensure the RHS fulfils its legal, statutory, regulatory,
everyone’s life through plants and make the UK a and Chartered responsibilities and duties, including
greener and more beautiful place. maintenance of appropriate corporate policies.
RHS | Appointment of Director General (Chief Executive) 12Person Specification
The RHS wishes to encourage applications from senior leaders drawn from a wide variety of backgrounds
such as the hospitality, consumer goods and services, retail, tourisim, horticulture and events industries,
as well as charitable and membership organisations. You will be ambitious, commercially minded,
and capable of strategic thinking and execution.
The Director General (Chief Executive) will be selected • Strong strategic, financial, operational and governance
against a robust set of competencies. Candidates will be leadership skills. A track record of successful staff and
required to demonstrate experience and achievement team-building as well as a proven ability to build, motivate
against the majority of the following areas: and enthuse a senior team towards delivery of key goals.
Skills, Knowledge and Experience • Commercially astute, knowledge of successful
marketing strategy and importance of brand building.
• A genuine passion for gardening and for driving the
organisation forward. • Experience of building relationships in order to build and
maintain partnerships across a diverse range of sectors.
• Demonstrable experience of leading at scale, either as
CEO or as a senior leader within a larger organisation. • Strong interpersonal, and communication skills with
the passion, ability, and presence to promote the RHS
• A strong track record of leadership in a dynamic and
with confidence and authority at events, conferences
changing environment, with previous success in
and through the full range of media and internally.
developing and implementing sustainable
organisational, process and positive culture change • Experience of influencing policy and practice at
and performance improvement. multiple levels and a knowledge and understanding of
the political landscape in which change happens and
• Experience of leading in an organisation that has
key decisions are made.
used digital and e-commerce to expand opportunities
drive growth, outcomes and impact. • Experience of the charity sector and charity sector
governance in an executive or non-executive capacity
• A track record of leading and motivating successful
is desirable but not essential.
teams of senior functional experts and the ability to
delegate appropriately.
RHS | Appointment of Director General (Chief Executive) 13Person Specification
Personal Values and Attributes
• A demonstrable commitment to the RHS’s vision
and values.
• An inspirational and motivational leader with natural
authority. Inclusive and enabling style which empowers
and develops colleagues throughout the organisation.
• The ability to listen, an engaging style of
communication and excellent networking skills who
will be a passionate ambassador for the RHS.
• Strategic visionary with proven experience of
designing and delivering objectives.
• Energy, drive, determination to achieve results and to
• Adaptable and can flex strategy in response to a overcome obstacles.
rapidly changing external environment.
The Director General (Chief Executive) will have a dual
• Commercial thinker, who is innovative, creative and base with offices at RHS Wisley, Surrey, and at Vincent
who is prepared to challenge established internal and Square, London. However, with five sites across the UK
sector-wide practices. there will be an element of travel required. The salary is
• Acts with integrity, shows fairness and respect to all, competitive and commensurate with the seniority of
and champions equality, diversity, and inclusion. the appointment.
• Intellectual rigour, able to quickly assimilate and
process complex issues.
RHS | Appointment of Director General (Chief Executive) 14How to Apply
Perrett Laver will conduct an executive search process To apply please upload a full curriculum vitae (detailing
in parallel with the public advertisement of the role. the nature, scope and scale of responsibilities held)
Longlisted candidates will be invited to interview with alongside a covering letter of application detailing
Perrett Laver in December 2021 and the Search relevant skills and experience to https://candidates.
Committee will subsequently meet to decide upon a perrettlaver.com/vacancies/ quoting reference 5411.
shortlist at the end of December 2021. Informal meetings
The closing date for applications is Wednesday 24th
with the RHS and the subsequent formal interviews will
November 2021.
begin in early January 2022.
We are committed to developing a fully diverse and
inclusive organisation, which attracts and retains
talented employees and volunteers from all sectors of
society and is therefore representative of not only the
people that we currently engage with, but those with
whom we seek to engage in the future.
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Any information obtained by our trading divisions is held and processed in accordance with the relevant data protection
legislation. The data you provide us with is securely stored on our computerised database and transferred to our clients
for the purposes of presenting you as a candidate and/or considering your suitability for a role you have registered
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RHS | Appointment of Director General (Chief Executive) 15One Embassy Gardens, 8 Viaduct Gardens, London, SW11 7BW. UK T: +44 (0)20 7340 6200 F: +44 (0)20 7340 6201
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