Head of Corporate Affairs & Marketing - Candidate Brief for the position of Birmingham Airport
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Candidate Brief for the position of Head of Corporate Affairs & Marketing Birmingham Airport December 2021
Candidate Brief – December 2021
Welcome,
Thank you for your interest in this appointment.
Birmingham Airport is the 7th largest UK Airport, with
around 50 airlines flying 12.5 million passengers a year to
more than 150 direct destinations. The Airport is a key
driver in the regional economy, where its current net
economic impact is estimated at more than £1.5 billion
and a total of 30,900 jobs.
Our newly-developed Corporate Purpose is “To be proud
of every journey”. We want to create an Airport that our
passengers, community and region can be proud of. This
is the anchor for our new corporate strategy and is
supported by six key pillars, or business imperatives:
Growth, Customer, People, Efficiency, Safety & Security -
and Neighbour.
Our current strategy brings together what we’ve learned
and implemented and what we aim to do over the next
five years. It addresses the key aspects of our
environmental and community impacts and how we will
deal with the challenges - and the opportunities - that
present themselves, both in our day-to-day activities and
in the long-term.
As a leader of the airport company, this role will help to
Nick Barton
shape the airport’s journey as we grow and evolve, whilst
enhancing and protecting the company’s reputation on CEO
local, regional, national and global platforms.
So, if you’re ready to embark on a new journey that, in
return, gives outstanding benefits and reward, the
opportunity to work with an outstanding team, which
guarantees opportunities that you too can be proud of,
we’d love to talk to you further.
Nick.
2
Candidate Brief – December 2021
About Birmingham Airport
Birmingham Airport celebrated its 80th birthday in 2019, commemorating 80 years since HRH The
Duchess of Kent officially opened Elmdon Airport, in 1939. The Airport has grown significantly over the
last eight decades and is now the UK’s 7th largest Airport. Its choice of airlines and wide-range of
destinations make Birmingham the preferred national and international aviation hub for the Midlands.
In 2018/2019, the Airport handled 12.5 million passengers and 100,000 Air Transport Movements
(ATMs). The operation is served by a single runway with associated aircraft stands and taxiways, the
terminal building, transport access and car parking. A range of ancillary facilities providing air traffic
control, aircraft maintenance, cleaning, catering and cargo operations are mainly located around the
original Elmdon terminal building, opened in 1939 and awarded Grade II listed status in 2018.
Birmingham is one of the UK’s most accessible Airports. Not only is it at the centre of the national
motorway system, it is the only UK Airport directly connected to the national rail network. A free, two
minute ‘Air-rail’ service links passengers to Birmingham International Station, which serves more than
100 direct destinations. From Birmingham International, seven services an hour make the 10-minute
journey to and from Birmingham New Street Station, which provides onward connections to the rest of
the country, while up to six services an hour provide a direct service to central London in as little as 70
minutes. Improving public transport links to the Airport remains key to our vision of sustainability for
the future of our Airport.
The Airport site itself is located 10 miles from the city centre and covers an area of 361 hectares. We are
located within the Metropolitan Borough of Solihull, bordering the City of Birmingham, To the north of
the airfield are residential areas of east Birmingham and north Solihull. To the south are areas of
countryside with small towns and villages. To the east and west are Marston Green and Elmdon
respectively.
3
Candidate Brief – December 2021
The Future…
Birmingham Airport is the preferred national and international aviation hub for the Midlands and our
ambition is to build on this to become one of Europe’s leading regional airports, acting as a key
economic accelerator, delivering great service to passengers, and helping to showcase the region at
the upcoming Commonwealth Games in 2022.
We understand that the significant social and economic benefits created by the Airport must be
balanced with a sustainable operation. We take very seriously our responsibility to manage our impact
on the environment and involve our local communities in the development of our significant projects
through the Airport Consultative Committee, which includes resident associations and parish councils.
Our Master Plan, published in 2019, sets out £500 million of investment over the next 15 years to
modernise and extend our facilities so they are fit for the future. The key elements of this investment
are to expand and modernise our departure lounge, enlarge our passenger security search area and
equip it with the latest x-ray equipment, introduce further self-service bag-drop technology at check-in,
increase capacity in our baggage make-up hall and install additional arrivals baggage carousels.
We published our Sustainability Strategy in November 2019 which set out the airport’s commitment to
become a net zero carbon airport by the year 2033, prioritising zero carbon airport operations and
minimising carbon offsets. Recognising that climate change is happening, we saw the need to set an
ambitious target ahead of the UK’s target, to reduce its carbon footprint further and quicker.
In addition to climate change mitigation, the strategy focuses on our priorities to reduce its other
environmental impacts and make improvements in areas, such as local air quality, waste, supply chain
and the circular economy, water and biodiversity.
4
Candidate Brief – December 2021
Working with our Stakeholders
The Airport does not operate in isolation and the key to delivering this strategy will be to work in
partnership with our stakeholders. These include the Airport community - those residents, small
businesses, landowners and occupiers living close to the Airport and those tenants, concessions and
staff who work here.
We also work with national and local government, with Parish and Town Councils and with Government
funded organisations and large businesses around the region. Regionally, we will engage with initiatives
such as the Regional Energy Strategy for the West Midlands and with the West Midlands Combined
Authority’s proposed target of reaching net-zero emissions no later than 2041.
At an industry level we work extensively with The Airport Operators Association, Sustainable Aviation, a
collaboration of UK airlines, Airports, air navigation service providers and major aerospace
manufacturers which sets a long-term strategy for collective action to tackle the challenge of ensuring a
cleaner, quieter, smarter future for our industry.
At a local level, we see the Airport Consultative Committee (ACC) as the key enabler to achieving our
Strategy. The ACC, representing the interests of local authorities, resident groups, industry bodies and
Airport users, plays a vital role as a communication channel between the Airport and its many
stakeholders. It is our responsibility to ensure anyone who might be affected has an opportunity to
comment on and shape our decisions. We understand that clarity and transparency are the keys to
maintaining a positive dialogue with our community stakeholders. We are therefore committed to fully
engaging with the ACC, recognising its role as a ‘critical friend’ and the primary channel for the formal
expression of community views and concerns.
Background to the Role
Context – the why and what of the circumstance the role is within.
‘Set the scene’ on why the role is appealing and the challenges ahead.
• Sustainable • Employees • Residents • Small Businesses • Local Authorities / City Mayor
Aviation • Tenants • Parish/Town • Landowners • Department for Transport
• Airlines • Concessions Councils • Regional Business • DEFRA
• AOA Community • BEIS
• NATS • Chambers of • CAA
Commerce • DCMS
5Candidate Brief – December 2021
Job Description
Role: Head of Corporate Affairs and Marketing
Reporting To: CEO and a member of the Executive Board management team
Direct Reports: Marketing Manager, Communications Manager, Internal Comms Lead
Departmental Team: 6 people in total, including 2 x CCAs
Working Partners: Aviation Development Team, Commercial Team, Operations Team,
Sustainability Team, HR and Customer Experience
Location: Diamond House, Birmingham International Airport
Salary: £competitive
Job Purpose Summary:
◼ To lead the marketing, corporate communication and public affairs functions within the business
◼ To ensure the Company is appropriately advised on public and Government affairs and to lead
on regional stakeholder engagement from a communication and reputation perspective
◼ To be the guardian of the Company’s Corporate Identity and ensure all communication is
consistent
◼ To evaluate and develop a sales and marketing narrative that underpins the Company’s brand
◼ To devise, implement, maintain and refresh a marketing strategy to maximise the Company’s
passenger numbers
◼ To devise, implement, maintain and refresh a marketing strategy to maximise the Company’s
non-aeronautical revenue
◼ To manage digital marketing and grow online income streams
◼ To lead in the development of a social media strategy to build awareness and grow income
streams
◼ To develop, manage, monitor and provide expertise to support all internal and external
communications, including the management of the Company’s Crisis Communications Plan
◼ To lead in the development and delivery of the Internal Communications strategy
◼ To feed into the Customer Service strategy that underpins a strong Company brand
6Candidate Brief – December 2021
The Candidate
Key Responsibilities and Accountabilities:
◼ To participate as a senior member of the management team with responsibility for corporate
affairs and marketing activity, and the ongoing development of its strategic direction
◼ To manage and develop the departmental team, setting goals and objectives to meet the
business needs
◼ To keep abreast with political affairs and advise on political developments and policy formulation
and to develop and execute strategies in line with business political need and goals
◼ To support the CEO in the management of the region’s stakeholder universe and ensure the
Company plays a supportive role in regional activity to meet shareholder needs
◼ To manage the brand and image of the business internally, locally and internationally
◼ To understand passenger behaviour and shift perceptions through the implementation of
communications campaigns that present Birmingham Airport as the airport of choice
◼ To maintain close relationships with the sales and communications functions of each airline to
maximise passenger numbers for the Company through a mix of communications channels
◼ To manage and develop the Company’s digital communication channels
◼ To set and manage the annual departmental budget
◼ To maximise commercial revenue through marketing and promotion
◼ To develop, manage and annually test the Crisis Communications Plan, working with colleagues
and partners to support the overall business continuity & resilience plan
◼ To manage and grow the Company’s internal communication capability through the introduction
of new communication tools and the production of motivating and informative content for site
wide use that enhances employee engagement
◼ To manage an efficient 24-hour system of response to out of hours media activity and requests
◼ To set and manage the annual departmental budget
◼ To manage the Company’s sponsorship activity and coordinate all corporate events both on and
off site to build awareness and develop stakeholder engagement.
7Candidate Brief – December 2021
How to Apply
The preferred method of application is online at www.berwickpartners.co.uk/84643
If you are unable to apply online please email your application to
response.manager@berwickpartners.co.uk
All applications will receive an automated response.
All candidates are also requested to complete an online Equal Opportunities Monitoring Form which
will be found at the end of the application process.
For detailed information on how we process your personal data, please review our privacy policy on
our website https://www.berwickpartners.co.uk/privacy-policy/
In line with GDPR, we ask that you do NOT send us any information that can identify children or any of
your Sensitive Personal Data (racial or ethnic origin, political opinions, religious or philosophical beliefs,
trade union membership, data concerning health or sex life and sexual orientation, genetic and/or
biometric data) in your CV and application documentation. Following this notice, any inclusion of your
Sensitive Personal Data in your CV/application documentation will be understood by us as your express
consent to process this information going forward. Please also remember to not mention anyone’s
information or details (e.g. referees) who have not previously agreed to their inclusion.
If you have any queries or would like more information in regard to this document, please contact:
Thomas Ewen
Principal Consultant
D: +44 203 970 1866
M: +44 07305111356
Thomas.ewen@berwickpartners.co.uk
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