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1 Position title: Direct Marketing/Digital Specialist Level: 6 School/Unit: Centre for Social Impact (CSI) Faculty/Division: Australian School of Business Written by: Lyndal Stuart Date: February 2014 A. JOB PURPOSE The Direct Marketing and Digital Officer role at the Centre for Social Impact plays a vital role in achieving the organisation s financial and brand positioning objectives. This role is ideal for an ambitious mid-weight direct marketer who is a natural end-to-end campaign coordinator with creative flair and a passion for content creation, social media, CRM and data-based marketing and analytics. The primary focus of this role will be the development, activation and implementation of tactical campaigns to promote the Centre s conference and education programs, in addition to content production in support of brand communications strategies. B. MAIN DUTIES The main duties of the Direct Marketing and Digital Officer include: Responsibility for the coordination of end-to-end integrated marketing campaigns with a focus, including: segmentation, data management, content development, activation, implementation, evaluation and reporting. Content production and dissemination in support of brand communications objectives, including: multi-channel online and offline content marketing, press office duties, e- communications campaigns. Data management, including: coordination of the organisation s CRM marketing; data analysis, reporting and evaluation across all CSI communications channels. Central marketing service provision to the Centre s four university nodes and coordination and prioritisation of these duties as they arise. C. ENVIRONMENT The Australian School of Business at The University of New South Wales is a leader in business education and research in the Asian region and one of the largest of its kind in the world with over 12,000 students and over 300 academics and researchers who are global leaders in their fields. The School's reputation is built on its outstanding staff, students and alumni and a cultural diversity which ensures an international focus. The Australian School of Business offers a complete range of business degree programs at undergraduate, postgraduate, coursework and research levels, including the AGSM MBA programs and an outstanding range of Executive Programs. An Advisory Council comprised of over 50 senior business leaders acts to advise the Australian School of Business and to serve as a reference point to ensure that programs and courses are relevant to today's business environment. Page 1 of 5

2 The Australian School of Business (ASB) is host to: 8 disciplinary schools 9 research centres 12,238 students 357 academics and researchers 217 professional and technical staff 70,000 alumni throughout the world The Centre for Social Impact is a multi-university partnership seeking to create beneficial social impact in Australia through teaching, research, measurement and the promotion of public debate. The university partners are: UNSW, the University of Melbourne, Swinburne University of Technology and the University of Western Australia. Based in Sydney CBD, CSI s head office comprises an academic and professional research team, an operations team and the marketing and engagement team. The head office is part of the Australian School of Business at the University of NSW, however, this role as with the candidate s team devise and implement core brand and central/national marketing, events and engagement strategy and program delivery. At the Centre for Social Impact, we believe in a stronger society for all. Our mission is to improve the delivery of beneficial social impact in Australia through research, teaching, measurement and the promotion of public debate. We take a systems approach to developing innovative solutions to the biggest social challenges today, with a vision for a better Australia tomorrow. Through our research, teaching, events and advocacy, we aim to ensure knowledge translates to impact (see for more information). The Centre for Social Impact employs 25 people, and achieves its mission through research, teaching, engagement and events. Reporting Relationships Supervisor s title: Marketing Communications Manager Team director: Director of Engagement & Events Key internal relationships: Conference Manager Conference Coordinator Marketing and Events Assistant Operations & Student Liaison Officer Director of Research Director of Teaching Directors and Communications teams at four University nodes: UNSW, Swinburne University of Technology, Melbourne University and the University of Western Australia. Opportunities, Challenges & Constraints Working across boundaries CSI, ASB, UNSW and national University Partners in Perth and Melbourne, each with unique systems and processes. Managing digital and direct marketing at a time when new systems and processes are being developed. Page 2 of 5

3 D. PRINCIPAL ACCOUNTABILITIES Direct marketing With direction on objectives from the marketing communications manager, take responsibility for the development of campaign content and the activation, implementation, distribution and analysis of all CSI direct marketing, e-marketing and social media campaigns. Take responsibility for the development of CSI s CRM marketing strategy, including: purchasing lists, acquiring data, developing segmentation and engagement strategies and providing qualitative and quantitative reports and analysis on progress. With the Marketing Communications Manager, develop and maintain the organisation s multi-channel marketing communications reporting framework. Produce monthly qualitative and quantitative analysis and evaluation and reports of CSI s marketing communications channels. Maintain a vigilant eye for detail ensuring CSI marketing communications campaigns adhere to CSI s newly established brand protocols, are accurate and of the highest quality. Play an integral role in the development of CSI s CRM system and act as the central point of contact for the system on an ongoing basis. Establish and maintain relationships with marketing suppliers including: printers, mailhouses, digital and creative agencies and freelance consultants. Coordinate invoicing and budget tracking for marketing communications campaigns. With the marketing communications manager, ensure CSI adheres to ethical and best practice requirements with respect to data management, permission marketing and privacy laws across CSI s marketing communications channels. Provide induction training for each new member of staff on CRM usage. Digital and social media communications Website communications: o In line with CSI s editorial processes, develop and disseminate multimedia content for CSI s website, conference microsites, and CSI community channels. o With the marketing communications manager, act as central administrator of the CSI website publishing pipeline. o Conduct a fortnightly audit of CSI s website content to ensure timely, accurate, on-brand and strategically appropriate content is communicated at all times. o Working with the marketing communications manager develop the Centre s content marketing strategy for web continuously source, produce and build CSI s brand communications assets for web marketing across the Centre s offering, including: images, linked content, relevant publications, case studies, articles, podcasts, videos and blogs. o Act as the central point of content for University partner communications teams for troubleshooting and content management. o Develop the framework and maintain monthly reporting of qualitative and quantitative data on CSI s web users and performance against CSI s digital strategy objectives. Social media: o In line with CSI s content marketing strategy; develop, schedule, distribute and manage content for the Centre s social media channels, including: Twitter, Facebook, LinkedIn, YouTube, ScoopIt, Reddit. o Act as the central coordinator of the CSI Blog and maintain a regular schedule of CSI and guest thought leader posts and moderation. o With the marketing communications manager, develop the CSI social media strategy and policy, including: guidelines for CSI staff use, behaviour codes across all channels. Page 3 of 5

4 o o Develop the framework and maintain monthly reporting of qualitative and quantitative data on CSI s social media community and performance against CSI s digital strategy objectives. Act as the central point of content for CSI central office and University partner communications teams for troubleshooting and content management in relation to social media. Brand communications Content coordination: o With the Marketing Communications Manager, implement an editorial strategy across the organisation and coordinate the editorial content calendar nationally on a fortnightly basis. o Develop multimedia content for and maintain CSI s alumni and events testimonial and case study catalogue. o Work with the marketing and events assistant to maintain CSI s brand asset library including: logos, partner logos, an image library, printed and event collateral inventory, templates and user guides. Publications: o Produce and distribute the CSI monthly newsletter. o Maintain the CSI newsletter subscription database. o Proof and coordinate the content for Knowledge Connect on a quarterly basis. o Assist the Marketing Communications Manager to coordinate key annual publications including: the Christmas card, the Annual Report and brochures. Press office: o Write media releases. o Deputise for the marketing communications manager as CSI s central media liaison content when required. o Work with the marketing and events assistant to develop and maintain CSI s national media contacts database. o Work with the marketing and events assistant to develop and maintain CSI s national media clippings file. General administration Where required work with other members of the Engagement & Events team to assist in the administration of events, financial payments and general administration. E. SELECTION CRITERIA At least three years of experience in an in-house or agency direct marketing role with a considerable focus on digital and social media marketing, including proven experience of working with CMS and CRM systems Proven experience in the development, coordination and maintenance of direct marketing and digital marketing analysis and reporting frameworks A track record of excellent project and time management capability including an ability to work autonomously and in collaboration with multi-functional teams, to complete projects on time and to budget working to multiple, tight and conflicting deadlines within a rapidly changing organisation Excellent writing ability including a tenacious eye for detail A minimum of a Bachelor qualification in marketing, communications or media Strong interpersonal skills and the ability to build and maintain great relationships with colleagues, partners and stakeholders An interest and passion a social/sustainability-related issues/topics and being a positive contributor to organisational culture and change Knowledge of, or commitment to attending relevant training in, equal employment opportunity principles and health and safety policies and procedures. Page 4 of 5

5 F. TERM This is a fixed term position for 3 years. Page 5 of 5

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