Job Title: VP Communications- North America

Job Reference No: 22201

Department: External Affairs

Job Grade: 2

Job Type: Protect

Career Family: Reputational Focus

Reports to: Group External Affairs Director

Nos Post Holders: 1

Location: North America

Date updated: January 2022

Purpose:

Reporting directly into the Group External Affairs Director (UK based), but also sitting on the Drax North America Leadership Team, Postholder will be responsible for leading and overseeing the implementation of reputational strategy in America and Canada that will build trust both internally and externally and support the delivery of the business’s objectives.

Responsible for leading the media, digital, internal communications and community strategy for Drax’s North American business, using topflight analytical skills to shape your thinking in the region. Postholder will generate campaigns by working collaboratively with the Head of Public Affairs and Policy who covers North America, and the Group Heads of sustainability, internal communication, media, digital and community who are based in the UK. Support the design and implement effective, multi-channel engagement campaigns with the aim of securing lasting change. Engaging and speaking directly to our audiences on these issues, as well as harnessing the expertise of our specialists across the organisation.

This role will involve leading an in-house team as part of the wider Corporate Affairs team, and overseeing the management of multiple agency resources, as well as working in collaboration with business and project teams. The postholder will play an active role in the External Affairs Leadership Team and wider leadership community, positively influencing strategy and team culture.

Organisation Chart:

- Head of Communications, North America > Group External Affairs Director (UK)

- Dotted line responsibility to the SVP Drax North America

Dimensions:

- Reporting into the Group Director of External Affairs, sitting on the Drax North America Leadership Team

- Driving and leading Drax’s North America communications and internal engagement strategy and joining a fast paced, dynamic and results driven Global External Affairs team, working closely with other colleagues and teams across the Group

- Manages a programme of media, digital, internal communication and community engagement to build and protect Drax’s North America reputation, working with a large number of regional and national stakeholders

- Close liaison with the International Affairs team so as to ensure close alignment between BAU and growth agendas

- Has responsibility for all communications activity for Drax’s North America business across the USA and Canada

- Works closely with external communications consultancies to ensure value add to the in-house team

- Line management responsibility for a team located across North America and Canada.

Key Accountabilities:

Strategy

- Plan and direct communications activity across media and digital channels to deliver a combination of business-as-usual activity and proactive campaigns

- Mobilise stakeholder support for Drax’s North America operations and demonstrate the business’ commitment to its people and the communities in which it operates

- Develop specific strategies for enhancing the reputation of Drax North America, building support amongst influential audiences, and managing issues and risks that threaten public and stakeholder confidence

- Ensure Drax’s sustainability credentials are embedded in the communications strategy and messaging

- Collaborating with internal experts to seek out and develop communications messaging in the interests of the business’ strategic objectives

- Work closely with the Head of Public Affairs, North America, to ensure that external activity supports political advocacy campaign strategies and identifies opportunities to influence the direction of public policy

- Develop and run integrated internal and external campaigns based on up-to-date data and insight on key audiences

- Represent the business and its views in various internal and external forums including with employees, media, community groups, other industry representatives and opinion formers

- Monitor and track relevant media, political, community and internal developments which may have a direct read across to the North America business

- Build a diverse, agile team of engaged and motivated professionals able to work collaboratively in a fast-paced environment, across a range of evolving issues

- Close liaison with Head of Public Affairs and Policy covering North America the Group Heads of internal communication, media, digital and community, in addition to other teams across our Group.

Media relations

- Advise the SVP Drax North America and Group External Affairs Director on reactive and proactive media relations strategy

- Build effective, professional and transparent relationships with reporters, editors and key media figures at a local, regional and federal level

- Own and develop Drax’s core narrative for use across audiences and create compelling media and digital content to illustrate this

- Develop and advance the strategy and voice for the SVP Drax North America and other executive leaders, including speaking engagements, media interviews and media preparation

- Lead a regular cadence of outreach and education to media and key external stakeholders on issues of strategic importance to the business

- Develop and manage a thought leadership programme, including media training and preparation for speaking opportunities

- Support the execution of executive speaking engagements; review/draft and approval of supporting materials such as speeches, key message documents, Q&A and other briefing materials

- Work with the relevant business teams to interrogate and respond to enquiries from media, ensuring they are handled with appropriate sensitivity and diligence.

Internal Communication

- Work closely with Group Head of Internal Communication (UK based) and HR colleagues in delivering internal communications content to effectively inform and engage colleagues in advancing the organisation’s purpose

- Provide communications counsel and support to executive leadership and managers in fostering internal

understanding of the organisation’s purpose and values, and to advance understanding of Company goals and

priorities.

- Ensure that Drax North America has a well-tested plan for dealing with critical incidents; that all staff are prepared for their role in managing crises; and that leaders in the operational business understand their roles and responsibilities in communicating with the public and other audiences

Digital

- Define and deliver a digital strategy that is closely aligned and supports the Drax vision

- Ensure that Drax’s North American reputation is protected and enhanced through a range of digitally led activities

- Drive the conceptualisation and delivery of content which influences target audiences

- Develop the internal digital capabilities of Drax’s North American business

- Ensure that Drax Group remains compliant with all regulatory requirements associated with digital platforms

Community

- Establish and deliver a strategy to engage the communities around our North American operations

- Build strategic relationships with key stakeholders across these communities

- Share thought leadership in social value and maintain internal and external networks

- Lead the development of a corporate social responsibility campaign that supports our initiatives across local charities, STEM and community and environmental programmes

- Promote employee volunteering initiatives in coordination with internal and external stakeholders

- Develop and build key resources and collateral to communicate our community work, including presentations, employee resources and training, and other materials

- Support the media and digital teams in storytelling through the creation of original feature articles, videos, photographs, etc.

Knowledge, Skills and Experience required:

- Significant experience in having worked and lead teams across the communications spectrum, including media, internal communications, community and digital functions

- Experience of developing successful communications strategies which are effectively deployed across multiple audiences

- Experience of leading communications in highly regulated sectors or industries such as energy, pharma, chemical, construction, oil and gas, with a proven track record of developing and executing effective communications strategies in complex environments

- Experienced media relations professional with first-hand knowledge of how decisions are made at high levels of media organisations, detailed knowledge of key journalists and relevant news organisations

- Significant experience of managing supplier relationships, budgets and team performance

- Ability to operate and balance activities at both a strategic and operational level

- Strong influencing and negotiation skills with the ability to be a thought partner and coach to internal teams

- Strong ability to understand, clearly synthesise, and integrate complex issues in presentations, messaging documents and other communications with key senior-level internal and external audiences

- Personal credibility in front of senior internal and external audiences

- A natural networker with the ability to build relationships across the North America’s as a means of influencing and enhancing organisational reputation

- Demonstrable track record of generating and commissioning content for a broad cross section of stakeholders in a fast-paced, high-profile environment

- Able and accustomed to working with a lean team, in a fast-paced, entrepreneurial, and growing environment.

- Natural curiosity about the media and digital industries

- Specific interest in the US energy, climate change, sustainability and net zero policy agendas

- Proven track record of challenging the status quo and influencing legislation that helped business

- First-hand knowledge of building community coalitions in support of business objectives

- Strong analytical skills and experience of developing ideas into actionable proposals

- Strong influencing skills and the ability to exercise them in a large corporate environment

- A proven ability to communicate confidently with high profile external stakeholders and to deliver counsel to senior leaders in compelling and authoritative ways

- Excellent organisational and written communication skills.

Special Features:

- A North America based role with the option of flexible working; will involve regular travel to other Drax sites across both the USA and Canada and occasionally to the UK.

- Evening and occasional weekend work is possible.

Measures of Success:

- Successful development and implementation of internal and external stakeholder engagement programme

- Strengthened profile and reputation of Drax’s North American business with key stakeholders.

How You Need to Act:

As a Drax employee

- We care about what matters – we help each other achieve the things that are important to each of us

- We’re a can-do kind of place – we’re empowered and encouraged to make informed decisions, take action and do the right thing

- We see things differently – we share inspiration and insight right across Drax, and search for new ideas and ways of working

- We listen carefully – we make sure that people feel genuinely heard, acknowledged and that what they say matters

- We do what we say we’ll do – we’re proactive, committed and reliable –and trust others to be the same

Job Holder Signature: ………………………………………………

Line Manager Signature: ………………………………………………

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