CEO Greeting Card Association NEW

Trade Association Forum Ltd
Job Title

Chief Executive Officer (CEO)

Accountable to

GCA President (on behalf of the Board, Council and Members)

Key Internal Relationships

• Council/Board members, committees and working groups, members, staff/contractors and professional advisers (e.g., accountant/bookkeeper).

Key External Relationships

• Royal Mail, Ofcom, relevant government departments and parliamentarians, media, trade press, partner organisations, sponsors and suppliers.

Working Hours

3 to 5 days per week (open to discussion). Requires flexibility for occasional events and media appearances, plus attendance at key industry tradeshows including Spring & Autumn Fair, Top Drawer, PG Live, and Home & Gift.

Working Location

Home-based with operations primarily online. Requires mandatory in-person attendance for 4 Council and 4 Board meetings per year, alongside regular travel for industry events and stakeholder meetings.

Salary

Competitive and aligned with industry standards for the sector and scale of our organisation; dependent on the candidate’s specific skills and experience.

Key Responsibilities

1. Strategy, Leadership and Organisational Performance
   • Work with the President, Board and wider council to proactively shape, recommend, develop and deliver a multi year strategy and annual operating plan.
   • Set, monitor and report on clear KPIs (member engagement/retention, income targets, event performance, campaign reach, stakeholder outcomes).
   • Stay two steps ahead of trends and risks (such as legislative changes) so our members aren’t caught off guard.
   • Act as a neutral broker who can get competing businesses to work together for the good of the whole industry.
2. Commercial Strategy and Income Generation
   • Develop and deliver an income generation plan to diversify revenue and build financial resilience beyond core subscriptions.
   • Grow commercial income through conferences and events, as well as turning industry data and insights into products members are willing to pay for.
   • Build and manage a pipeline of sponsors/partners and ensure strong account management and renewals.
   • Actively hunt for new revenue, such as industry sponsorships or government grants.
   • Ensure all commercial activity aligns with member value and protects the GCA’s independence and reputation.
3. Member Value and Engagement
   • Develop and continually refine the membership proposition for different member types (publishers, retailers, suppliers, individuals).
   • Drive membership recruitment and retention, using data insights to understand trends, renewals and lapsed members.
   • Ensure members have access to timely, practical support, guidance and opportunities to connect and collaborate.
   • Maintain a strong feedback loop with members (including structured member listening and annual check ins with key member segments).
   • Oversee the planning and delivery of key in person events (e.g., Conference & AGM, Dragons Speed Dating, local meetups) and online programs / webinars.
   • Ensure events deliver member value and commercial outcomes, with clear budgeting, sponsorship and post event evaluation.
   • Build strong relationships with venues, suppliers and speakers to ensure quality and value for money.
4. Advocacy and Industry Voice
   • Represent the GCA and the greeting card industry with stakeholders including Royal Mail, Ofcom, government and regulators.
   • Be the loud, clear voice for the industry on critical issues like postal reliability and sustainability laws.
   • Build alliances, and meet regularly, with other relevant trade bodies and partners to amplify influence.
   • Act as a credible spokesperson and thought leader for the industry.
   • Oversee the GCA’s communications strategy to members and external audiences (newsletter, website, social media, events and PR).
   • Lead delivery of industry and consumer facing initiatives/campaigns that protect and promote card sending (e.g., Thinking of You Week, Festive Friday, ).
   • Protect and enhance the GCA brand and reputation, ensuring consistency of message and tone across channels.
5. Governance, Finance, Risk and Compliance
   • Ensure the GCA operates in line with its Articles of Association and applicable legal and regulatory requirements.
   • Support effective governance: prepare board/council papers, organise meetings, ensure minutes/actions are captured, and keep governance documents up to date (e.g., Council Handbook).
   • Lead the annual budgeting process, manage cash flow and reserve, and ensure timely year end accounts and audit/independent examination (as applicable).
   • Oversee financial controls, accounting processes and external providers (e.g., bookkeeper/subscription reconciliation service).
   • Maintain organisational risk management, policies (including data protection) and insurance.
6. Resource and Operational Delivery
   • Manage the GCA’s professional staff member(s) and coordinate our network of contractors and volunteers.
   • Oversee efficient day to day operations and supplier management, ensuring the organisation is well run and responsive.
   • Promote equality, diversity and inclusion in organisational practice and across GCA activity.

Person Specification Essential Skills & Experience

• Senior leadership experience.
• Demonstrable commercial acumen and a track record of growing income.
• Strong financial management capability (budgeting, cashflow, reserves, working with accountants and/or auditors).
• Willingness to be hands on with administrative and operational tasks.
• Governance experience and confidence working with a Board/Council of non executive or elected members.
• Excellent stakeholder engagement and influencing skills, including with senior industry leaders and (where relevant) regulators/government.
• Strong marketing, communications and public speaking capability; able to act as an effective external spokesperson.
• Experience overseeing events and programs with both member value and commercial objectives.
• Hands on ability to use our systems, update the website, and lead digital marketing campaigns.

Desirable

• Experience within the Greeting Card industry or within a membership organisation, trade body, or related not for profit environment.
• Experience of policy, lobbying or public affairs.
• Media Trained.
• Ability to influence without formal authority; specifically, the skill to mobilise, motivate, and galvanise a volunteer led member base and Board to achieve collective industry goals.
• Experience of managing small teams and/or working in a ‘hands on’ leadership role.
• Familiarity with Xero (or similar accounting systems).
• Trustee/non executive, volunteering or governance roles.

Personal attributes

• Collaborative, inclusive and empowering leadership style.
• Member centric and commercially pragmatic: balances member value with financial sustainability.
• Highly organised, with strong follow through and attention to detail.
• An entrepreneurial approach: the ability to switch seamlessly between high level board strategy and hands on operational tasks (e.g., website updates).
• A proactive leader who shapes outcomes by providing clear, evidence based recommendations to the Board, rather than just facilitating consensus; someone who leads the conversation on the ‘future of the industry’.
• Confident communicator with credibility and warmth.

How to Apply

Please send a copy of your CV and Covering Letter to Karen Wilson, GCA President at

Note on Discretion

We recognise that many qualified candidates currently hold key positions within our industry. Please be assured that your application will be treated with absolute confidentiality and will not be disclosed beyond the immediate hiring panel made up of GCA Directors. We are committed to protecting your current professional standing throughout the recruitment process.

Recruitment Timeline

• 27th April – Applications Open (Applications will be reviewed and screened throughout)
• 3rd July – Applications Close – we may still consider applications beyond this date
• 8th and 9th July – First stage interviews to take place online
• 12th August – Second stage interviews to take place in person (location to be confirmed later, but likely to be happening in London)
• 1st December – Proposed start date