Director of Development and External Affairs (DDEA)

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1 JOB DESCRIPTION Post Digital Development Manager Job Family Specialist, Professional and Administrative Grade 6 Role code DDM001 Status Full-time Contract Type Permanent Reporting to Director of Development and External Affairs (DDEA) AIMS OF THE ROLE To ensure that Central s digital marketing contributes effectively to relationships with stakeholders including prospective and current students, prospective and current staff, the performing arts industry, collaborators and partners, funders, peers and competitors. To ensure that the quantity and quality of digital content and selection and usage of digital platforms are optimised To ensure that the website continues to develop appropriately within the available budget RESPONSIBILITIES OF THE ROLE To develop and implement Central s digital strategy In collaboration, maintaining and developing the School s brand, profile and reputation in its digital communications To ensuring that the School s digital presence is dynamic, up-to-date and immediately responsive to the needs of a wide and diverse group of stakeholders To produce attractive and appropriate content for web and social media platforms Working with content owners across the School to ensure that all published content is accurate, timely and consistent with best practice for the School and for digital media, with final sign-off of all website and School-led digital marketing - Job Description Page 1 of 9

2 To lead the relationship with the School s contracted website developers and other digital agencies. To lead the social media strategy and ensuring that social media outputs are timely and effective. TANGENTIAL WORKING LINES Departmental colleagues within DDEA including Press & Public Relations Manager, Recruitment Marketing Manager, Marketing & Communications Manager, Head of Central Outreach, Community Drama and Diploma Manager, Business and Enterprise Manager Dean s Office and teaching staff Research Office and research staff Corporate staff Undergraduate and post-graduate students DUTIES AND RESPONSIBILITIES The range of responsibilities and duties of this role will include the following, although priorities may change in line with the development of the role and other duties may be allocated from time to time. Liaison and Networking Planning & Organising Act as first point of contact within Central on issues concerning the website and digital strategy, balancing individual needs with those of the wider organisation. Build effective working relationships with colleagues - academic and non-academic and the student community to identify new content areas and maintain dialogue. Ensure digital policies are understood, implemented and adhered to School-wide. Work closely with colleagues in the Department of Development and External Affairs to ensure that all communications, marketing and fundraising activities align and cross-reference to meet corporate objectives. Establish and maintain collaborative working relationships with IT and Media (audio-visual) teams over shared technical areas. Develop and maintain good, professional working relationships with external agencies, agree clear and detailed working briefs (purpose, objectives, and schedule) and hold them to service levels and agreed budgets; Set priorities for short and long term website development including remedial work and developmental work Manage resources to achieve maximum value and delivering to agreed timescales. Information Review, Analysis and Scholarship Use a range of analytics to ensure that data informs current content and future development of Central s website and social media platforms; Develop and maintain an excellent understanding of the academic courses, services, external programmes, and other related activities of the School; - Job Description Page 2 of 9

3 Teamwork & Motivation Service Delivery Initiative & Problem Solving Decision Making Process & Outcomes Ensure Central uses current best practice to present information online and keeps up-to-date with developments; Develop a clear understanding of current and potential online audiences, their favoured channels, information needs and messaging; Source and develop new opportunities for content partnerships; Monitor Central s compliance with digital-related legal issues such as accessibility, copyright and data protection. Provide leadership and training to staff in the production of digital content, ensuring that they are informed, supported and motivated; Develop an integrated approach to digital marketing, working with Content Owners across External Affairs and the School s Academic and Administration departments to constantly improve and increase the impact of the School s digital presence; Proactively identify and involve key staff members when planning digital projects, agreeing the project workflow, expectations and an adequate consultation/approval process; Devise and deliver digital development strategy and plans for all platforms including website and social media; Ensure that content for all platforms is created, distributed and refreshed on a timely basis ; Ensure that a wide range of content is available for all platforms, informed by analytics determining best performing content Create and manage standardised processes for digital content developments, including user acceptance testing and quality assurance; Create and manage digital policies and protocols; Resolve design, functional and prioritisation issues through negotiation and innovative thinking; Creatively translate concepts into a variety of formats and channels; Work proactively and independently without close day-today supervision. Take a leading role in any proposal relating to the School s digital presence; Make independent decisions on website content, architecture and key messaging, ensuring compliance with agreed strategies; Use expert knowledge and experience to safeguard the School s reputation; Set challenging measureable targets for audience engagement and shape digital portfolio and editorial to meet these. - Job Description Page 3 of 9

4 These guidelines are provided to assist you in the performance of the contract. Central is a dynamic organisation; therefore changes may be required from time to time. Any changes will be made in consultation with the post-holder. The Duties and Responsibilities are not intended to be an exhaustive list of tasks performed. Other associated tasks are likely to be performed as directed by the line manager. It is accepted that individual staff will have the specialist skills and knowledge base in relation to the role they have been appointed to. In addition to this Central expects that all staff will conduct themselves in a professional and courteous manner at all times and have particular regard to their responsibilities under the Central s Equalities, Financial, Human Resources and Health and Safety policies and procedures. Person Specification Competency Type / Desirable Knowledge and A bachelor s degree or Experience equivalent. Substantial experience working in digital communications, ideally in a Higher Education or Arts environment. Demonstrable experience of developing innovative and effective digital strategies and campaigns. Evidence / Certificate Exceptional understanding of online user experience and digital best practice Ability to create engaging, professional and appropriate content (including video and audio webcasts) Excellent knowledge of content management systems, including current experience of Drupal Understanding and delivery of SEO Experience and skills in developing and maintaining content architectures Desirable - Job Description Page 4 of 9

5 Liaison and Networking A detailed understanding of the current issues in digital and social media, in particular where these relate to Higher Education Excellent interpersonal skills in order to engage and build effective relationships with a broad range of stakeholders. Desirable Application form/interview Ability to form good relationships with external suppliers and agencies to influence and direct their work to required outcomes Planning Organising & Excellent planning, and organising skills to deliver effective content management. Application form/interview Ability to prioritise a demanding workload in a pressurised environment, meeting demanding deadlines Information Review, Analysis and Scholarship Experience in collating and interpreting information and data from a variety of sources Application form/interview Ability to sustain and develop a programme of analytics, ensuring useful data collected shapes future development Teamwork Motivation & Pro-active, with the ability to work both independently and as a committed team member, working on own initiative to establish goals and deliver positive outcomes Experience of working with external suppliers and colleagues in other professional teams in a positive co-operative way Self-motivated, with a genuine interest in and passion for continuing to develop the School s digital presence across a range of platforms - Job Description Page 5 of 9

6 Ability to proactively promote the School s digital strategy throughout the School to sustain and develop engagement Communication Exemplary communication skills both written and verbal - including confident presentation and stakeholder management skills with experience of clearly setting and managing expectations and being able to handle difficult issues in a tactful and diplomatic manner Ability to write clear, engaging and appropriate content that is relevant to the target audience and optimised for digital platforms Excellent proof-reading and editing skills and an eye for detail Decision Making Process & Outcomes Ability to manage potentially reputation-damaging issues, demonstrating sensitivity and good judgement Application form/interview Ability to assess and determine the appropriateness of messages and developmental requests for Central s digital channels Excellent judgement under pressure of when to take own decisions and when to consult senior staff This job description has been assessed by the School s job evaluation process. - Job Description Page 6 of 9

7 Behaviour Role model Personal credible Characteristics Has a deep sense of own core values and operates within personal boundaries. Encourages others to act in line with Central s standards and frameworks holding people accountable for their actions. Provides advice and guidance to colleagues, building a reputation as a reliable source of collegiate support. Builds trust of colleagues by consistently giving carefully thoughtthrough advice. Interpersonal skills Promotes harmony and consensus through diplomatic handling of disagreements and potential conflict. Will convey tough messages and unpopular decisions in a way that is clear but acceptable to others. Influencing skills Identifies key players who are instrumental to influencing particular situations and enlists their support. Addresses potential and anticipated reactions and resistance by using a flexible communication and influencing approach. Driven to deliver Leads delivery at a team level by prioritising, setting clear milestones and establishing unambiguous measures. Gathers arguments/points of view into a logical case. Regards change as the opportunity to review practice, learn and improve service. Change focus Maximises the opportunities for change to develop self and others improve services. Knows about likely changes and formulates plan to maximise the benefits and reduce any possible negative impact. Curious Decisive thinker Collaborative Keep up to date with issues and trends and brings insights back into the organisation to evolve and improve advice and solutions. Evaluates information from multiple sources, applying intuition and judgement to weigh their value and relevance to the decision at hand. Makes time to get to know individuals, listens to and builds understanding of their skills, interests and motivations to work together more effectively. Builds a sense of team spirit, encouraging shared ownership of objectives and deliverables. - Job Description Page 7 of 9

8 TERMS AND CONDITIONS OF EMPLOYMENT Contract type Remuneration Full-time, Permanent Grade 6: 38,126-42,320 per annum including London Weighting. Employees are appointed to the first increment of the advertised pay Grade. Hours of work Location Period of notice Eligible for annual increments, subject to satisfactory performance. Subject to the Working Time Regulations, full-time employees are required to work such hours as are reasonably necessary in order to fulfil the duties and responsibilities of the post with minimum on-duty hours of 35 hours per week. Swiss Cottage 3 months EMPLOYEE BENEFITS Annual leave Pension Death in service Staff development Season ticket Loan Salary sacrifice schemes All full time role holders are entitled to 35 working days per annual leave year. This amount is inclusive of seven closure days taken around public holidays in December, January, March and April. Central operates the Local Government Pension Scheme for all Specialist, Professional and Administrative staff. All staff benefit from Central s Death in Service scheme. Central pay the whole costs of the scheme which is insured with a leading insurance company. The scheme provides a capital sum, payable in the event of your death before your Normal Retirement Date of two times Basic Salary at the date of your death, payable to your beneficiaries, or to your estate. Cover is provided 24 hours a day, and death for any reason. Central has an appraisal scheme in place that aims to provide a focussed, evaluative review of employee performance against agreed objectives. The objectives are drawn from the Corporate Plan and other related documents for the year ahead. The appraisal process is also used as an opportunity for individuals to discuss training and development needs with their line manager. All employees are eligible to apply for an interest free annual season ticket loan. Central operates the Childcare Voucher and Cycle to Work salary sacrifice schemes. - Job Description Page 8 of 9

9 APPLICATION PROCEDURE Please send your application form as a word or PDF attachment to: Central aims to shortlist all applications within 4 weeks of the advert closing date. If you do not hear from the HR department within this timeframe, please assume that your application has been unsuccessful. Closing date 9am on Monday 11 April 2016 Please note applications which are received after this time will not be accepted. Interviews Tuesday 26 April 2016 A formal offer will be made to the successful applicant, subject to satisfactory references. The successful candidate will be expected to be available to commence employment as soon as possible. Please note that Central does not reimburse travel expenses. The Royal Central School of Speech and Drama is dedicated to Equal Opportunities in employment and seeks to achieve diversity amongst its staff to reflect the community it serves. - Job Description Page 9 of 9

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