JOB DESCRIPTION. Animal welfare promotions

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1 A JOB DESCRIPTION Job Title: Division: Department/Region/Section: Location: Reports to: Responsible for: Grade: e-marketing analyst Animal welfare promotions e-marketing Headquarters Head of e-marketing N/A MS3 1. Purpose of the job To develop measures to track the success of the RSPCA Online and e-marketing projects, and analyse statistics and market intelligence to inform decision-making with the aim of improving conversion rates and return on investment online. 2. Dimensions RSPCA Online receives on average 400,000 visitors every month. 3. Principal Accountabilities Develop a clear understanding of stakeholders reporting requirements and work with variety of analytical tools to look at patterns of use of the website, responses to s, performance of RSPCA vs. its competitors, external search engine results and social networking activity, to identify opportunities and best practice. Interpret, question and interrogate a wide range of data and information using various software tools. Recommend methods of tracking & measuring effectiveness of online activity and review reporting tools to ensure optimum efficiency in conjunction with technical colleagues. Recommend and manage additional marketing research requirements (in-house & via third parties) to enhance stakeholder data and information. Perform regular site tracking analyses and recommend actions to improve SEO, site visitor experience and online fulfillment experience (contributing to improved conversion rates) Contribute to the development of marketing strategies and tactics to target and develop varied supporter groups including monitoring of market and competitor activity.

2 Provide information and insight to members of e-marketing team and other departments to help them plan and develop their own e-related work. Educate the business about web measurement. Provide comparision and insight into reports provided by third parties e.g. online advertising reports, Google adwords etc to ensure consistency of reporting and identify opportunities for improvement. Ensure information and knowledge requirements are considered throughout all stages of online events and projects through regular liaison with other key members of the e-marketing team. Design and develop reports for departments to assist in monitoring the use of and responses to their various e-initiatives. Collaborate with other departments to measure effectiveness of integrated (offline & online) marketing activity. Other Make recommendations for running selections to extract users for outbound e- marketing activity and set up templates and processes to generate and track responses from these activities. Analyse performance metrics of campaigns. Undertake any other duties as requested. While at work all staff are required to: take care of their own health and safety and that of others who may be affected by their acts and omissions. co-operate with Society policies and procedures for health and safety 4. Knowledge, skill and experience Please refer to the attached person specification (Appendix A) 5. Organisation Please refer to attached organisation chart (Appendix B)

3 6. Job Context Having received funding for a major website redevelopment project, the e-marketing team represents a new and developing area of RSPCA work. The e-marketing analyst will work within the e-marketing team to provide detailed meaning and understanding from data collected and collated by the RSPCA web presence. The post holder will be consultative and provide reports and recommendations, based on analysis of available data and trends, to the e-marketing team and other RSPCA departments to promote best-practice in web activity and further the Society s customer relationship aims. Work may be assigned by the head of e-marketing, internal customers and other members of the e-marketing team. The postholder will work predominantly unsupervised on a day-to-day basis. He/she will be expected to prioritise and manage their workload to perform research and analysis to meet specific project needs e.g. working with customers and other members of the e-marketing team to specify measurement criteria and techniques for individual web initiatives. He/she will also contribute to e-marketing projects during development by utilising web analytics data to inform usability testing and market research. The post holder will set benchmarks and monitor performance across the website providing periodic reports to the head of e-marketing. He/she will also be expected to be proactive is performing analysis of the RSPCA s competitive position relating to the web and gathering trend information. The post holder will be expected to make decisions and recommendations to improve the tracking and outcome of web activity, however, any decisions or recommendations being put forward that may have a significant impact on the budget or timescale of projects should be referred to the head of e-marketing. The e-marketing analyst will need to work with the Information systems and support department (ISSD) to review reporting tools and establish requirements for these to function effectively. It is anticipated that the role may develop to encompass linking of web analytics data with behavioural targeting, user registration or other types of data to provide a more holistic picture of our online customers (e-crm). Therefore there may be an additional requirement to work with the Contacts (database) team to become familiar with the Society s customer database and coding structures. 7. Additional information As this is a new post, a certain degree of flexibility will be required at least initially to assist in delivering e-marketing projects. This job description is a statement of the job content agreed July 09. It should not be seen as precluding future changes.

4 Job holder s signature:.. Date: Line manager s signature: Date:.

5 APPENDIX A Person Specification for e-marketing data analyst Criteria Essential Desirable Professional/Technical Qualifications Educated to A level standard or equivalent or ability to demonstrate similar intellectual capacity. Degree in relevant subject such as mathematics or statistics or equivalent numerical ability gained through experience Experience & Job Knowledge Significant experience interpreting complex web analytics data and applying insight to business issues. Knowledge and experience of customer databases. Knowledge and experience of various web analytics tools. Experience of generating and presenting reports to senior management and making recommendations on the basis of these. Experience in a similar role in a marketing/new media environment. Knowledge and experience of SEO Experience of extracting data and setting up tracking mechanisms for bulk ing (enewsletters etc) Experience of marketing program evaluation and tracking methods. An general understanding of website architecture Marketing research knowledge.

6 Skills & Competencies Excellent written and verbal skills including ability to summarise and articulate complex reports to management. Well-developed IT, analytical and problem solving skills. Advanced Excel Skilled in using site analytics and market intelligence tools such as Google Analytics and Hitwise. Personal Qualities Interest and awareness in developing technologies and trends Ability to identify and capitalise on good practice Ability to deliver to deadlines Flexible approach to work duties Special Circumstances (if any) Comfortable around dogs

7 A MS3 INFORMATION TO CANDIDATES SUMMARY OF MAIN TERMS AND CONDITIONS OF EMPLOYMENT The following information is intended as a useful guide to applicants considering joining the Society. Full details are supplied with an offer of appointment. 1. ELIGIBILITY TO WORK IN THE UK In order to comply with legal requirements, as part of our selection procedure we ask all potential employees to prove their eligibility to work in the UK. If you are invited to interview you will be asked to bring to interview the appropriate original documents. 2. HOURS The basic working week is 35 hours. Normal office hours are between 9.00 am and 5.00 pm, Mondays to Fridays, with a one hour lunch break each day. It will be necessary on occasions to work additional hours according to operational needs, which may include evenings, weekends or Public Holidays. 3. SALARY Candidates will normally be offered a starting salary appropriate to their qualifications and experience as indicated in the advertisement. Salaries are paid on the 15th of each month by credit transfer to a bank or building society account. 4. HOLIDAYS The holiday entitlement is 25 days per calendar year (1 January to 31 December) rising to 27 days after 5 years service. Bank and Public holidays are taken in addition to this. 5. PROBATIONARY PERIOD The first six months of your employment will be counted as a probationary period. During this time the Society will make an assessment of your suitability for acceptance to a permanent position. 6. REFERENCES An offer of employment will be subject to the receipt of satisfactory references. We require two employment references, one of which must be from your present

8 or most recent employer. These should, if possible, cover a period of at least the last five years. The Society reserves the right to contact your previous employers before an offer of employment is made. Unless your permission is granted, your present employer will not be approached until an offer of employment has been made and you have left their employment. 7. NOTICE During your probationary service the period of notice to terminate your employment is four weeks by either party. Following successful completion of your probationary period, the notice period becomes 13 weeks in writing on either side. 8. OTHER BENEFITS Upon satisfactory completion of your probationary period other benefits may be available to you. These include a healthcare scheme, defined contribution pension scheme, childcare vouchers and employee assistance programme. Further details of these schemes can be obtained on request. 9. MEDICAL As part of the Society's selection procedure for employment, we ask all prospective employees to complete a pre-employment medical questionnaire. The purpose is to fulfill our responsibilities under the Health and Safety at Work Act 1974 and ensure that the proposed employment does not present any particular risks from a medical point of view. No formal offer of appointment will be made until the Society, through its Chief Medical Adviser, is satisfied about your medical fitness to undertake the job. Further details about this will be sent to you following the initial interview. NB Unfortunately the Society is unable to contribute towards the cost of relocation if this is necessary

9 APPENDIX B Head of e-marketing e-marketing administrator e-marketing analyst Web project manager e-marketing communications manager Website editor e-marketing communications assistant Assistant website editor Web designer e-copywriter

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