Craig Macfarlane Email & Phone Number

Gloucester, Gb

I am responsible for the strategic and tactical leadership of communications (internal and external) and marketing at Gloucestershire Hospitals NHS Foundation Trust. I provide professional advice, expertise and leadership on all aspects of external and internal communications, maximising opportunities to promote the organisation’s work and upholding its values and reputation. I assist my line director with the development of a communications strategy in support of the Trust’s business plan. I ensure that communications activity is measured and evaluated. I provide regular reports to my line director regarding communication planning, management and evaluation. I Oversee public relations activity and the co-ordination of corporate events and VIP visits. I develop procedures, standards and policies around media management, events, brand identity etc to ensure consistency in approach. I lead the development of the Trust’s website and intranet and ensure content is relevant and up to date. A key part of my role is to develop and maintain positive relationships with the press and media, maximising positive coverage and ensuring balance in all media coverage. I am responsible for the line management of the communications team (x5) specialists.

I was responsible for the implementation of the Trust’s communications and engagement strategy, acting as the guardian of the organisation’s reputation, promoting a positive, honest and open image and defending it against criticism. Working across a complex organisation throughout a period of considerable change I was responsible for building meaningful relationships between the Trust and its stakeholders, the operational management of the Trust’s internal and external communication channels and leading the organisation through service reconfigurations.

Consultancy offered me the opportunity to work across a wider marketing brief and a greater number of business models (clients) – developing my commercial intuition and expanding my skills set. I held the portfolios for the agency’s top two clients (British Army and construction company Leadbitter) and took personal satisfaction from organically growing both accounts. Spending additional money on top of a monthly retainer fee is a strong indication of the level of trust and confidence that clients had in my ability to deliver. Working across so many business models presented me with the opportunity to develop other marketing disciplines such as digital, advertising, marketing research, marketing planning and sales promotions as well as sharpening my project management skills.

At Herefordshire Council I held the communications portfolio for transport (directorate), environment (directorate) and education (directorate), and was tasked with the responsibility of pro-actively implementing frequent and meaningful PR campaigns. Brand management was central to my work at the authority. A key theme was creating a better understanding of the Council among its stakeholders, ensuring synergy between directorates, stakeholders and its communications. Working across a complex organisation dealing regularly with high-level policy decision-making, I gained an invaluable experience and understanding of the public sector and stakeholder relationships.

Telford, United Kingdom

Nce, Journalism

Professional Diploma, Marketing