Job Description. Digital. Exec Director of Marketing and Communications,

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1 Job Title: Head of Digital Salary and Pay Band: Band H, Level 3 51,257-56,093 Hours: 35 Job Holder: Team (Directorate/ Nation): Location: Maternity Cover Digital MSNC - NW London Manager: Exec Director of Marketing and Communications, Direct Reports: Senior Web and Social Media Editor, Web and Social Media Editor, Digital Media Editor, Producer, Associate Producer, Social Media and Communities Manager Part 1: JOB PROFILE 1 MAIN PURPOSE OF JOB: Ensure that the Society makes best use of digital technology in support of its strategic aims through ongoing development and implementation of the Society s digital strategy. Lead on digital strategy, digital development, marketing and analysis for all MS Society digital services including the website, mobile and social media. Promote, enhance and protect the society s brand and reputation across all digital channels

2 2 POSITION IN ORGANISATION: The post holder will work closely with the heads of service and teams in Marketing and Communication and across the organisation providing overall leadership of digital activities Internal Relationships: The post holder is expected to work across all areas of the Society and with all departments, as well as regional and local staff and volunteers. External Relationships: The post holder will also be expected to build and foster collaborative relations and partnerships with: the MS community MS Society online communities (approx 40,000 users) general public external agencies (i.e. UX, design and development etc) 3 rd party partners - 2 -

3 3 SCOPE OF JOB: Strategic development and implementation Technical Development Leadership of staff and volunteers - Managing the multi-disciplined digital team across all activities: o Digital production and project management o Content planning, development and execution o Digital marketing and analysis o Social media content and strategy o Video production Financial management 4 DECISION MAKING AUTHORITY: Lead decision making responsibility for technical development across all digital channels Sign off on content across all digital channels Lead responsibility for social media and on-line community Signing invoices non-staff budget up to 10,000 5 QUALIFICATIONS & SKILLS LEVEL: Person Specification Qualifications Qualified to degree level, or relevant professional qualification (desirable) Evidence of effective continuous professional development Knowledge and Skills Broad knowledge & awareness of best practice and emerging trends in digital technologies and social media, with the ability to apply that knowledge Proven knowledge of best practice for content production across digital copywriting, film production, photography and social media - 3 -

4 Detailed knowledge of project management methodologies and best practise for digital development Proven ability to effectively motivate creative and technical teams both in-house and outsourced Knowledge of a range of tools for analysing the performance of websites, digital campaigns and social media channels, including Google Analytics Knowledge of the principals of online accessibility, particularly in relation to people with disabilities An understanding of the principals of search engine optimisation (SEO) and techniques for planning and implementing search optimised content In depth understanding of the principals of user experience and user-led design and their application to content, development and analytics Strong interpersonal skills, applying tact and diplomacy to work with staff, volunteers and people affected by MS Strong oral/written communication skills, including the ability to communicate complex technical concepts to a non-technical audience in an accessible and engaging way Experience Essential Proven ability and previous successful experience of leading the development and implementation of digital strategy Experience of leading a multi-disciplinary digital team A strong track record in leading large, complex web development projects from inception to launch Experience of managing a large and engaged social media presence on behalf of an organisation; successfully protecting and enhancing brand and reputation Experience of working with stakeholders to translate a broad range of aims and objectives into effective digital activities A strong track record in generating creative, well-designed content across a range of digital channels and media A proven track record in optimising online content for search engines Experience of planning delivering and evaluating search marketing activities - 4 -

5 Experience of delivering digital elements of multi-channel campaigns in collaboration with a range of stakeholders and suppliers Proven negotiation skills and the ability to work with people at all levels Experience of successful budget and project management Experience of planning and overseeing film production projects Experience of working with content management systems, preferably Drupal Desirable Experience and knowledge of MS or another long term medical condition and the potential impact on individuals, families and carers Understanding of equal opportunities, access and inclusion and the ability to incorporate these into all aspects of work Experience of working with, motivating, supporting and training volunteers General Attributes Ability to think creatively Strong ability to balance priorities and manage the demands of multiple tasks - 5 -

6 Part 2: MAIN DUTIES & KEY RESPONSIBILITIES Strategic development and implementation (40%) Ongoing development of the UK-wide digital strategy for the organisation. Advising the wider organisation on use of digital media in support of strategic aims and objectives Ultimate responsibility for growth and development of the Society s social media communities. Protect and enhance the Society s online reputation and brand, in particular through its presence on social media.. Oversee analytics, social media monitoring and user testing to measure impact and inform strategic direction and development Monitor digital trends, and implement findings across content, digital development and ways of working. Inform andadvise the Society on future work and ways of working Oversee content planning and strategy for the website and social media, helping colleagues across the organisation to translate their aims into effective digital activities Increase the Society s reach and influence online, including ensuring all content is optimised for search engines, maximising reach and impact of social media activities, ensuring the Society takes advantage of new social media opportunities, overseeing relationship building with key online influencers, maximising impact of paid search activities. Plan and oversee digital marketing campaigns Ensure the involvement of MS Society s stakeholders in digital development as required Make recommendations to other teams across the Society using analysis of digital data from Google Analytics and social media monitoring tools including Sprout Social Technical development (40%) Manage a range of suppliers both on a retained and project basis including the Society s retained development and user experience agencies, film production agencies, designers and freelance content contributors - 6 -

7 Work with suppliers and stakeholders throughout the development cycle. Duties include writing design and technical briefs, scoping technical development projects with colleagues and suppliers, gathering requirements from audiences, delivering quality assurance testing and user acceptance testing of new development projects Work with internal departments to develop digital solutions to improve the provision of information and support for people living with MS Identification, prioritisation and delivery of ongoing improvements and additions to the Society s existing digital assets Leadership of staff and volunteers (15%) Lead and work collaboratively with Digital team members Use an enabling management style to line manage and develop staff including facilitating appropriate professional development; undertaking supervisions/appraisals; handling poor performance issues Engage and involve volunteers and people affected by MS in digital development projects, monitoring and supporting activity appropriately Attend team meetings and make a positive contribution to the strategic development of the Directorate and wider organisation, particularly in relation to Digital Produce reports and papers as required for a range of audiences including Executive Group and Board Present as required at national, regional and local branch events within the MS Society Provide digital support and guidance to all areas of the society, e.g. social media guidelines and training, writing for the web etc Financial management (5%) Accountable for the efficient management of the Department s budget Negotiate and manage contracts and service provider arrangements where required Lead budget and activity planning activities ensuring effective budget preparation, planning, monitoring and review - 7 -

8 Other Duties: These duties will be applicable to some posts. The post holder may need to travel throughout their area and less frequently in other parts of England/Scotland/Wales/Northern Ireland. The post holder should be prepared to attend MS Society meetings in different parts of the country including MS National Centre. Some meetings may be during evenings or weekends. Other The post holder will be working in a developing environment and he/she will therefore be expected to undertake other appropriate duties as required for the effective operation of the MS Society. Health and Safety: Responsibility for health and safety in the area under his/her control and ensure that he/she is familiar with the Society s policy statement on health and safety at work. Equality and Diversity: Respect the unique contribution of every individual and work positively in an equal opportunity and diverse environment Job Holder s signature Date: - 8 -

9 Print Name: Line Manager s signature Print Name: Date: - 9 -

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