The CHO, trade association for the UK's credit hire industry, is seeking to appoint a marketing professional to spearhead membership growth and member relations. The job description is as follows. Interested parties are asked to contact Ben Welsh on firstname.lastname@example.org - before 21 July 2017.
Head of CHO marketing and business development
The CHO (Credit Hire Organisation), is seeking a head of CHO marketing and business development, reporting to the chair, to oversee a push to increase the number of members (full and associate) and secure the CHO’s future. The candidate will be expected to oversee the day-to-day operation of the CHO, including maintaining membership subscriptions and the CHO website.
About the CHO
The CHO is the trade association for the UK’s credit hire industry. It was established in May 2010 from a merger of the Accident Management Association (AMA) and the National Association of Credit Hire Operators (NACHO), and is now the official voice for the UK credit hire industry, providing services such as:
- Representing the industry in the public domain,
- Contributing to political debate on issues of interest to members,
- Helping to establish a favourable operating environment,
- Creating a forum for discussion on non-competitive issues,
- Providing information to assist them in their business.
The CHO has slowly been losing members since its inception, and the executive committee is keen to reverse this trend. Today, the organisation has 40 full members and 15 associate members. Associate members are firms that provide services to the credit hire industry, such as law firms or consultancies.
Additionally, there are 52 GTA members, of which 18 are members of the CHO. GTA (i) members do not have to be CHO members, but they must pay a fee to the CHO to become GTA members.
The CHO is chaired by Kirsty McKno. Kirsty has chaired the CHO since 2016. Ben Welsh is responsible for external affairs, and the business development manager will be report to him. The CHO is a company limited by guarantee, and is overseen by an executive committee comprising members of leading CHOs. The committee meets at least quarterly. Some members of the executive are also on the GTA technical committee that manages the credit hire elements of the GTA, opposite participating insurers. The CHO is a strong advocate for the GTA.
(i) The GTA (General Terms of Agreement) between the credit hire industry and the insurers was set up in September 1999. The GTA set the administration requirements, over and above those necessary to pursue a claim on a purely legal basis, to assist insurers to deal with claims under the scheme and the payment terms and amounts. The GTA therefore provided and still provides a centralised framework for agreeing the basis for settling claims.
About the role
The business development manager role will have the following responsibilities:
- Build up the membership of the CHO, with a special focus on bringing GTA members into the organisation, but also searching out new members among UK credit hire companies (CHCs) and associate businesses, such as law firms, which focus on servicing CHCs.
- Relationship management for existing members to enhance the linkage with the trade body, encourage more participation in the services it offers, such as training and compliance (delivered via third parties). Understand what further services and support members require from their trade association, and explore the opportunities to implement those services. Review and make recommendations for improvements to membership communications.
- Maintain the channels of communication, primarily through keeping the CHO website up to date and relevant, but also taking ownership of the CHO Linked In page, and seeking to build the number of subscribers to that site. With the head of external affairs, review and make recommendations for broader use of social media, such as Twitter, as a tool for enhancing the profile and awareness of the CHO. Review and make recommendations for the use of marketing and other CHO collateral, including brochureware.
- Responsible for the administration of the executive committee meetings and writing and sending out the minutes. Review the operation of those meetings and make recommendations to enhance their scope.
- Assisting with the organisation and delivery of the CHO annual conference, working alongside the chair and the head of external affairs, plus members of the CHO executive committee. Organise other conferences as required, especially those in response to significant external events, for example government policy initiatives.
- Create, agree and implement a strategic marketing and membership plan for the CHO to take the organisation to 2020. Agree targets and deliverables with the chair and external affairs head. Attend, participate and present at executive committee meetings where the successful candidate will be expected to update members on the progress made.
- Liaison and co-operation with other trade associations and groups within the claims industry.
- Manage the CHO subscriptions database
Note: we anticipate that we will create other roles responsible for managing the financial and administrative aspects of the CHO.
- The candidate will be experienced in the credit hire sector, or a sector with similarities to credit hire (eg claims management, car rental, bodyshops or personal injury). Ideally the candidate will come to the role with well-established networks in our space, or have experience in building successful networks.
- The candidate will be used to working on their own, in a self-regulated manner, albeit with regular dialogue with officers of the trade association and members of the executive committee. It is likely that the candidate will need to travel widely throughout the UK.
- The candidate will be able to show a track record in meeting sales or membership targets, through successful membership campaigns in similar or other sectors that result in increased revenues.
- The candidate will require strong written and presentational skills, and experience dealing with creative and other marketing agencies.
- The candidate will be comfortable interacting with C-suite and will be at ease representing the trade body among new and existing members.
- The candidate will report to the CHO chair, with dotted lines to the head of external affairs.
- The role is offering up to 50K plus package, depending on experience.
- The CHO may offer an incentive/bonus structure to encourage outperformance.
- We may also consider supplying IT equipment and other benefits, depending again on experience.