Director of Income Generation and Marketing

About West London Mind

West London Mind is a Local Mind Association. Mind operates a federated structure of Local Mind Associations, which are independent charities with their own funding and services. We share the same values as Mind, and we are regularly reviewed to make sure our charity is maintaining local Mind quality standards, so that we are providing local and effective services which meet the needs of our local community.

We're here to make sure that everyone suffering with a mental health problem gets the help they need to recover.

We listen, support recovery, fight stigma and work with partners to take action.

We provide services for adults, children and young people, signposting for everyone and training and consultancy for employers.

Role Purpose

The Director of Income Generation and Marketing is a senior leadership role responsible for developing, leading and delivering West London Mind's income generation strategy, ensuring we generate income every year to maintain an organisation income of over £5m.

Working closely with the Chief Executive Officer, Board of Trustees and senior colleagues, the postholder will lead all income-generating activity across the organisation, including fundraising, corporate partnerships, marketing and communications, workplace wellbeing training, consultancy and other paid-for services.

The postholder will be accountable for growing and diversifying sustainable income, strengthening West London Mind's brand and profile, building high-value relationships with supporters and partners, and ensuring all income generation activity is values-led, compliant, evidence-informed and aligned with organisational strategy.

Key Responsibilities

Strategic Income Generation Leadership

Develop and deliver an ambitious income generation strategy that grows, diversifies and sustains income across fundraising, corporate partnerships, paid-for services, workplace wellbeing training, consultancy and other commercial opportunities.

Set clear income targets, budgets, performance measures and delivery plans, ensuring income activity is aligned with West London Mind's mission, values and strategic priorities.

Diversifying our income and actively bid writing.

Scoping all income generation opportunities.

Ensure we reach and maintain £5m of income per year sustainably.

Provide strategic leadership and line management to the marketing and communications officer, fundraising officer and senior workplace wellbeing trainer. Supporting high performance, accountability and professional development.

Act as the organisational lead for income generation, advising the Chief Executive Officer, Board of Trustees and senior leadership team on income opportunities, risks, trends and performance.

Ensure robust planning, reporting and evaluation of income generation activity, using data and insight to inform decision-making and continuous improvement.

Fundraising, Partnerships and Supporter Development

Lead the development and delivery of fundraising activity, including trusts and foundations, individual giving, community fundraising, events, major donors, legacies and appeals.

Develop and steward strategic corporate partnerships that generate income, increase reach, enhance impact and create long-term value for West London Mind and its partners.

Identify and pursue new income opportunities, including grants, sponsorship, commissioned activity, corporate social responsibility partnerships and unrestricted fundraising.

Lead and oversee the development of high-quality bids, tenders, grant applications and proposals, ensuring submissions are compelling, evidence-based, financially robust and aligned with West London Mind's strategic priorities.

Build strong relationships with donors, funders, supporters, businesses and community stakeholders, ensuring excellent stewardship and clear communication of West London Mind's impact.

Ensure fundraising practice complies with relevant legal, regulatory, ethical and sector standards, including data protection and fundraising codes of practice.

Lead the regular review, development and updating of fundraising and marketing policies, ensuring they remain compliant, current, ethical and aligned with organisational values and sector best practice.

Marketing, Communications and Brand

Oversee the marketing and communications strategy, ensuring West London Mind's brand, messaging and public profile support income growth, service engagement and organisational influence.

Work with the Head of Marketing and Communications to develop compelling campaigns, case for support materials, impact communications and supporter journeys.

Ensure communications are consistent, accessible, inclusive and aligned with West London Mind's values, safeguarding responsibilities and wider Mind brand expectations.

Represent West London Mind externally, raising awareness of the organisation's work and building relationships that strengthen reputation, reach and income potential.

Paid-for Services and Commercial Development

Lead the growth and development of paid-for services, including workplace wellbeing training, counselling, mental health awareness training, consultancy and bespoke packages for employers and partners.

Work with the Senior Workplace and Wellbeing Trainer to develop high-quality, relevant and financially sustainable training and wellbeing offers.

Ensure pricing, sales, delivery, evaluation and customer relationship processes support quality, consistency, impact and profitability.

Identify market trends and opportunities for new products, partnerships and services that respond to local need and employer demand.

Ensure paid-for services maintain West London Mind's quality standards, values and commitment to mental health, equality, diversity and inclusion.

General

As part of the Senior Leadership Team, work closely across the organisation with the CEO and other Directors. Lead by example in internal cooperation, living by our culture and respecting all our stakeholders

To work within and promote all of West London Mind's policies and procedures with particular attention to equal opportunities, data protection, safeguarding and health and safety requirements.

To work within and promote West London Mind's values and ways of working.

To provide written reports and information as requested.

To attend training and meetings as required, including regular team meetings and staff forums.

Build and maintain effective working relationships with colleagues, partners, contractors, and external stakeholders.