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1 Why is this Job Description being written? New Position Replacement Position Position re-designed Position not previously described P O SITION DET AI L S: Position Title: D IGIT AL MA R KET ING MANAGER Division: Professional Services Department: Communications and Development Position reports to: (role) Director of Communications and Development Location: include all possible locations 100 Roberts Road Subiaco P O SITION PURPOSE: In one or two sentences briefly summarise the overall purpose of this role, i.e. broadly, what this role does and why This is a new opportunity created to drive the digital marketing strategy of Telethon Kids Institute to increase brand awareness, grow our stakeholder audience, increase fundraising revenue and allow the Institute to deliver on its strategic goals. The Digital Marketing Manager will be a key member of the Communications and Development team and will be responsible for: development and delivery of an integrated digital content marketing strategy which includes social media, executing and leading digital campaigns to diverse stakeholder groups across multiple channels, electronic direct mail campaigns, as well as website optimisation, SEO, reporting and analytics. This role will work closely with other members of the Communications and Development Teams to provide strategic input on digital marketing opportunities within the brand marketing/communications and fundraising/philanthropy strategies. K E Y R E SP ON S IBILIT Y A REAS (Please list in order of importance) Key Position Accountabilities What are the main areas for which the position is accountable % of Total Role Inputs: What are the key activities or tasks to be carried out? Outputs: What are the expected end results? Measures: How it is measured

2 Digital marketing strategy 50% Lead the development and implementation of an organisational-wide integrated digital marketing strategy that enhances Telethon Kids brand awareness, public engagement, fundraising and advocacy activities. Work with the Development team to design and implement fundraising campaigns across digital channels that lead to the acquisition of new regular and single giving donors, assist in the retention of existing donors and increase digital income. Lead the growth of the Telethon Kids social media presence to achieve brand and marketing objectives and increase acquisition of social media supporters. Support strategy, training, and coaching of other departments on issues such as digital strategy, social media, campaign integration, and online promotion tactics. Manage and optimise relationships and budgets with outside digital marketing agencies. Keep up-to-date with the latest trends and best practices in online marketing and measurements. Digital strategy that integrates all aspects of digital marketing and content, social media, online fundraising, etc Effective online fundraising campaigns including incorporating the ask wherever possible A leading social media presence Engaged staff Engaged external suppliers Digital strategy adopted across Telethon Kids Increased online donations and donor numbers Increased social media engagement across all platforms Feedback from staff Feedback from external suppliers

3 Website 25% Maximise content and platform features such as personalisation and search to enrich the user experience. Adapt content, visuals and other creative assets to the digital platform to optimise its impact Manage the maintenance and updating of the Telethon Kids Institute website and support teams/individuals to maintain and update their microsites. Manage and maximise SEM and SEO and identify and implement improvements. Liaise with our digital agency on ways to maximise the website platform. Sector leading digital platforms Effective content that is fully maximised Website is current Optimised SEO and SEM Engaged external digital agency Increased website engagement including hits, time on page, etc Website is up-to-date and current Google rankings and metrics Effective relationships edm 15% Lead the use of an electronic direct marketing system to send enews, fundraising campaigns, stakeholder updates and other edm campaigns by leveraging Existing content Display and banner advertising Search Engine Marketing Social Media Use the edm system to track, monitor, respond to and report on user behaviour metrics. Effective, engaging and regular edm campaigns edm metrics including high open rates, click through rates, etc

4 Reporting and metrics 5% Measure and report performance of the digital strategy including growth, engagement, open and click-through rates, views, etc using Google Analytics and other metrics. Effective reports Feedback on reports Track digital user experiences and journeys. Communications and Development Team 5% Contribute to the strategic planning and regular meetings of the Communications & Development team Develop and manage the annual digital marketing budget and reforecast Digital activities help the Institute deliver on its strategic goals Digital budget is accepted Digital is embedded into the Institute s activities Digital marketing budget is effectively managed E SSENTIAL SKI LLS, KN O W LE DG E A ND EXPE RI ENCE: Qualifications: what are the minimum educational, technical or professional qualifications required to competently perform role Skills, Knowledge & Experience: Degree qualification in marketing, communications, public relations or similar Significant experience in a senior digital marketing role with strong and proven abilities in developing and driving digital strategies Outstanding skills in creating innovative electronic direct mail campaigns Successful building and execution of scalable digital marketing campaign strategies across multiple channels Creative thinking in generating innovative ideas and solutions that engage, inform and motivate Experience using a Content Management System and solid experience and knowledge of website and digital analytics tools Proven experience in managing external agencies and suppliers Excellent interpersonal, written and verbal communication skills Ability to plan, prioritise and organise work to meet deadlines Passion for science and child health D E SIRA BLE S K ILLS, KN O W LE DG E A ND EXPE RI ENCE:

5 Qualifications: what are the minimum educational, technical or professional qualifications required to competently perform role Skills, Knowledge & Experience: SCOPE: Experience in using a digital platform to drive fundraising or other revenue Experience working in a not-for-profit environment Financial accountability: Does this role have accountability for a budget? Yes People responsibility: Does this role have any direct reports or indirect reports (through direct reports)? No. of direct reports 0 No. of indirect reports 0

6 O R GANISATIONAL C HA RT : (please complete using position titles or insert diagram below) Next level of supervision Telethon Kids Institute Director Immediate level of supervision Director of Communications and Development Other roles reporting to immediate supervisor Communications Manager Digital Marketing Manager Consumer and Community Involvement Head of Development Direct reports (role x no.) A D DITION AL INFORMA T I ON: is there any additional information that needs to be understood to explain this role?

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