Head of Audience Strategy

Are you an engaging leader with the ability to motivate your teams, influence senior stakeholders and champion the power of strategic audience development? Do you want to be part of our once-in-a-generation opportunity to beat dementia by driving growth and impact through audience strategy? About The Role We are recruiting for a Head of Audience Strategy to join on a permanent contract. This is a home-based role working full-time, 35 hours per week, with occasional travel required for team and stakeholder meetings and events. The last few years have seen unprecedented growth in the public profile of dementia, driven in part by the growing size, impact and ambition of Alzheimer’s Society – the UK’s leading dementia charity. We now need to ensure that everyone who needs dementia support today can access it, while improving our ability to attract, engage and retain the donors, volunteers and campaigners who so generously give money, time and voice to deliver enduring change. Crucial to this is strategic audience development: driving growth by being clearer about who we need to engage, why, and how. As Head of Audience Strategy, you will develop a comprehensive strategy that delivers a step-change in the maturity and effectiveness of audience insight at Alzheimer’s Society. Built on a range of high-quality insight, data analysis and modelling, the strategy will reflect the evolving relationship to dementia and our Society among the public and other key external stakeholders. You will work to identify the priority groups we need to engage to drive sustainable growth across all areas of engagement. You and your team will support teams to develop acquisition and engagement strategies which feel truly audience-led, orchestrating warm supporter communications and journeys which ensure we’re growing the right audiences to meet our objectives. A priority will be ensuring that teams have the right tools to understand, segment and target their priority audiences. You will also be responsible for supporting teams to generate high-quality evaluations of activity in relation to audience goals – using these to capture new insights that improve our overall understanding and demonstrate the value of your team. At all times, you’ll act as an articulate champion of the power of audience strategy. You will lead senior conversations across the Society about what we know and wish to achieve with our audiences and constantly seek opportunities for your team to support others to enhance their impact and deepen their engagement. We have provisionally scheduled the first stage of interviews for this role to take place on Wednesday 19th and Thursday 20th November. About you Joining us, you’ll have experience in developing and implementing audience or engagement strategies, and extensive experience of diverse qualitative and quantitative research methods and data analysis. You will also be able to demonstrate proven ability to synthesise these insights and apply them to all levels of the marketing funnel, across cold and warm audiences. Crucially, you’ll be able to build positive relationships, influence key stakeholders and use your communication and leadership skills to manage and motivate cross-functional teams. You’ll be able to take a holistic view across the areas you manage and use this insight to contribute to organisational strategy through an audience development lens. You don’t need to have a background in the charity sector, and you may or may not have a connection to dementia, you might be an accomplished Audience Insight professional looking for progression or be an established senior leader in this area already. We’re interested to hear from you if you feel that your skills and experience could be transferred to this role. We hope the Society’s purpose and ambition resonates with you, and you’ll be motivated to help drive significant growth across all our engagement channels in the coming years. What you’ll focus on: - Developing and implementing a Society-wide audience strategy that demonstrably helps to drive growth by clearly laying out the key groups that Alzheimer’s Society needs to engage (including how and why) to progress different areas of our activity. - Supporting senior stakeholders to create sub-strategies that help directorates and departments working on specific activities, campaigns, content and channels to clarify their target audiences for engagement (acquisition and retention) to drive growth and impact. - Acting as our leading ambassador and spokesperson for audience strategy and insight, representing our audience knowledge and approach in senior forums as well as with key external partners (e.g. media and creative agencies). - Leading the evaluation of you and your team’s contribution, developing a high-performance culture rooted in continuous improvement and a growth mindset. In addition to demonstrating the benefits of a more strategic approach to audience insight in terms of driving growth and impact. - Oversee the co-ordinated delivery of high-quality insight, analysis and delivery from your teams, ensuring that their outputs meet the strategic and operational needs of the Society at large, and individual marketing and engagement teams. - Using your understanding of our audiences and audience strategies to ensure our policies, processes and systems are optimised to grow engagement in line with our ambitions. About Alzheimer's Society - who are we and what’s our mission? Dementia is the UK’s biggest killer. One in three people born in the UK today will develop dementia in their lifetime. At Alzheimer’s Society, we’re the UK’s leading dementia charity and the only one to tackle all aspects of dementia by giving help and hope to people living with dementia today and in the future. We give vital support to people facing the most frightening times of their lives, while also funding ground-breaking research and campaigning to make dementia the priority it should be. Together with our supporters, we’re working towards a world where dementia no longer devastates lives. Our values make sure that our focus is clear for the challenges and opportunities ahead and remind us of what we all stand for. Our commitment to Equity, Diversity, Inclusion & Belonging We need to ensure the voices around our table better reflect and understand the communities we exist to serve. We strongly encourage individuals to apply who have a disability, impairment or health condition or individuals who identify as part of a minority ethnic background, as these groups are currently under-represented at Alzheimer's Society. Our hiring process We want you to bring your whole self to the process. Applications are anonymised until interview stage, and we’re happy to support any adjustments. Share your feedback via our candidate survey when applying to help us improve. We may close early if we receive high interest (with 48 hours’ notice). Some roles may require a DBS check as part of our safer recruitment commitment. Thinking about using AI during the recruitment process? we know this can be helpful in many ways but remember to include your personal and authentic self too. Your voice and experience are what really set you apart. Giving back to you At Alzheimer’s Society, we value our people and take a total reward approach to pay and benefits. You’ll enjoy a generous double-matched pension scheme, 27 days’ annual leave (plus bank holidays and wellbeing days), and access to a free Bupa Cash Plan, 24/7 EAP, Thrive mental wellbeing support, and virtual GP services. Our Society Plus platform offers exclusive discounts, wellbeing resources, and recognition schemes, while our flexible working, family-friendly policies, and life assurance provide peace of mind and work/life balance. We also offer a free Will-writing service and long service awards to recognise your ongoing commitment.

Location: Remote,, GB

Posted Date: 10/21/2025