Application Information Pack Digital Communications Manager Fixed term contract 12 months

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1 Application Information Pack Digital Communications Manager Fixed term contract 12 months

2 Introduction to Girlguiding Thank you for your interest in the role of Digital Communications Manager. This document provides information relating to the above vacancy and should be used for information purposes only. The information does not form part of the terms and conditions of employment. Girlguiding is the leading charity for girls and young women in the UK. Thanks to the dedication and support of 100,000 amazing volunteers, we are active in every part of the UK, giving girls and young women a space where they can be themselves, have fun, build brilliant friendships, gain valuable life skills and make a positive difference to their lives and their communities. We build girls confidence and raise their aspirations. We give them the chance to discover their full potential and encourage them to be a powerful force for good. We are a registered charity with a Royal Charter and Bye Laws. Our income comes from: Membership Subscriptions Trading Income Fundraising Investments We have over 240 employees based throughout the UK: at our Headquarters in central London, Trading Service in Cheshire, and Training and Activity Centres in London, Hampshire, Sussex and Lancashire. In 2013, Girlguiding had more than half a million members including both girls and adults. We are a member of WAGGGS (World Association of Girl Guides and Girl Scouts); which operates in 145 countries and has 10 million members

3 Organisational chart Chief xecutive Deputy Chief xecutive Director of Guiding Services Director of Communications & PR IT Services Finance Human Resources Projects Trading Service Property Management Youth Programmes Quality & Membership Development Volunteer Support Digital Communication Fundraising & Marketing xecutive Directorate SMT

4 The role of Digital Communications Manager Girlguiding is recruiting a Digital Communications Manager, reporting to the Head of Digital Communications, to work within our Communications & PR Directorate on a 12 month fixed term contract. The Digital Communications Manager will be required to proactively plan creative and targeted digital communications activity and campaigns using clear messages and engaging content for a wide range of digital channels including website, and social media as well as use analytics packages (including Google Analytics, marketing tracking) to regularly measure, evaluate and optimise all digital communications activity. He or she will also be required to plan targeted and appropriate digital activity to increase quality traffic to our web domains from a larger variety of sources whilst translating the Girlguiding Strategic Plan into engaging digital communications. The post holder must have experience of risk management and crisis communications as well as knowledge of a wide range of digital tools and digital communications for a wellknown brand. He or she must also have excellent verbal and written communication skills as well as the ability to build and maintain strong relationships with stakeholders at all levels. Due to the nature of the work, occasional weekend working will be required, occasionally at sites outside of London, for with time off in lieu will be taken. Applications The closing date for applications is Wednesday 10 th September Please complete the application form and equal opportunities monitoring form and return by to Alternatively, post to Human Resources, Girlguiding, Buckingham Palace Road, London SW1W 0PT. Candidates will be shortlisted on the basis of the application form. Those who are successful at this stage of the process will be invited to attend an interview. Unfortunately we are unable to give feedback to those who are not shortlisted; however, we will, if required, provide feedback to those who have attended an interview. Interviews Interviews will be held in the week commencing 15 September 2014 at Girlguiding, gginton House, Buckingham Gate, London SW1 6LD Please note that it is not Girlguiding s policy to reimburse applicants in respect of travel expenses to attend interviews.

5 Job Description Basic job details Job Title: Digital Communications Manager Reports to: Head of Digital Communications Department: Digital Communications Directorate: Communications & PR Overall purpose of job To be responsible for bringing clear strategic direction to Girlguiding s digital communications to our external audiences potential members, parents, non-volunteer supporters and stakeholders. To have a thorough understanding of the aims and objectives of all aspects of Girlguiding s strategic plan. To translate this into engaging digital communications. To plan targeted and appropriate digital activity to increase quality traffic to our web domains from a larger variety of sources. To be confident developing creative, proactive and engaging digital campaigns. To be innovative and strategic in using a wide range of digital communications channels paid, owned and earned. Main areas of responsibility To carry out a review of our current cross-channel digital communications with recommendations to develop into a robust and measurable Digital Communications Strategy as part of our Digital Strategy. To align the Digital Communications Strategy with our Fundraising and Marketing Strategy and the charity s five year strategic planning process. To develop an excellent understanding of our external audiences potential members, parents, non-volunteer supporters and stakeholders. To work to deliver Girlguiding s goals increase registrations through Join Us, advocacy supporters, online donations, online shop transactions, etc. To proactively plan creative and targeted digital communications activity and campaigns using clear messages and engaging content for a wide range of digital channels including website, and social media. To integrate with our Fundraising and Marketing strategy to develop and deliver opportunities for people to support us with time and money online and to deepen their engagement and relationship with us over time. To integrate with our PR strategy to support content marketing and blogger outreach opportunities. To broaden understanding of appropriate digital opportunities and channels across Girlguiding. To use analytics packages (including Google Analytics, marketing tracking) to regularly measure, evaluate and optimise all digital communications activity. To lead on integrated marketing campaigns from a digital communications perspective as required. To work closely with: o o Senior Managers and Managers to develop a thorough understanding of all aspects of Girlguiding s Strategic plan to ensure the communications implications are identified and understood Membership Communications staff to integrate internal and external

6 o o o messages, and support them with additional digital expertise Social Media Manager to align social media with wider digital activities Head of Fundraising and Marketing, and Marketing Officers to integrate digital communications with the wider fundraising and marketing function Head of Digital Communications to plan effective digital communications Knowledge and skills To think creatively and develop ideas into appropriate digital campaigns and initiatives. To be committed to personal development and self-study on digital topics. To understand of Girlguiding s work and desire to champion our brand online To have in-depth knowledge all Girlguiding s current communications channels and their suitability for distinct purposes. To have knowledge and experience of marketing data management, segmentation, targeted development, creation of series. To have knowledge and experience of SO, Google Adwords (esp. Grants), social media, social advertising, other paid opportunities. Problem solving To develop clear communications plans to address communications needs which may often be sensitive, challenging or without precedent. To adapt and tailor communications for diverse audiences. To be confident scenario planning for multiple and complex outcomes and plan communications accordingly. To develop effective communications plans very quickly or under pressure to manage fast-moving or crisis situations. To develop communications strategies to address challenges that may be longstanding and complex, and involve multiple stakeholders and channels. Innovation To lead, develop and implement a new approach to proactive and strategic digital communications across the charity. To provide digital thought leadership within Girlguiding, including training and development of other Communications staff to improve their digital skillsets. To develop creative and engaging communications activity and campaigns for a wide range of audiences. To be innovative, strategic and creative in using a wide range of existing and emerging digital channels, content and tools. To keep up to date with new developments in digital communications. Planning & decision-making To co-ordinate complex digital communications needs from across the charity, ensuring communications are prioritised, timely and targeted. To develop and manage clear and robust project plans, often involving a widerange of stakeholders, audiences, channels, and risks. To lead on communications plans and co-ordinate resource in other teams. TO develop clear systems and protocols for ensuring we can plan, track, coordinate and measure the messages communicated to all audiences across all channels. To develop clear and robust systems and protocols for risk and crisis management in relation to digital communications campaigns and initiatives and mitigate risks

7 and react to changing communications requirements in real-time. Interpersonal skills To work very closely with a wide range of stakeholders to co-ordinate their work and messages and build strong relationships across the charity. To communicate complex or challenging messages effectively and maturely. To show excellent judgement about the message, tone and content of all Girlguiding s digital communications. To deliver excellent communications to a wide range of external audiences of all ages - potential members, parents, non-volunteer supporters and stakeholders. To develop strong relationships with external agencies and freelancers who will deliver digital communications for Girlguiding. People development and leading To show strong leadership to wide range of senior stakeholders - to manage a new way of working for the charity. To take the role of digital communications lead on integrated marketing projects to deliver project and organisational objectives and KPIs. To project manage the multimedia content creation for online campaigns. To work effectively with senior Country and Region staff and volunteers to ensure co-ordinated communications. To show strong thought leadership within Girlguiding, including training and development of other communications staff to improve their digital skillsets. To manage resources from external agencies and freelancers To be committed to personal development and self-study on digital topics. Monetary responsibility: To manage the digital communications budget of approximately 40,000 this year, and assist in budget planning. Additional information To undertake any other duties that may reasonably be required to fulfil the duties of this post. Willing to work evenings and weekends when required for which time off in lieu. This role may provide the opportunity for line management responsibility in the future

8 Person Specification Criteria Assessment ssential or Desirable Skills xcellent verbal and written communications skills AI including presentation skills Building positive relationships with diverse stakeholders AI Advanced project management AI D Analytics and evaluation AI Managing varied and complex issues and concerns, AI resolving conflicting priorities Ability to solve problems quickly and sensitively and find AI new solutions Leadership and motivation I D xperience of The voluntary sector AI D Communications planning AT Managing and leading a team AI D Risk management and crisis communications AI Budgetary management A D Working in an equal opportunities environment A Knowledge of Digital communications for a well-known charity or FMCG AIT brand Digital communications best practice within a complex AIT communications environment A wide range of digital tools and channels appropriate to AIT our audience Content marketing and blogger outreach AI D Change management AI D Girlguiding AI D Values Commitment to Girlguiding's aims, values and purpose AI Pro-active and hands-on approach AI Resilient and able to work under pressure AI Willingness for extensive travel throughout the UK and weekend working AI A = Application Form I = Interview T = Test

9 Terms & Conditions Contract Type This position is for a period of 12 months on a fixed-term contract. Location You will be based at Girlguiding, Buckingham Palace Road, London SW1W 0PT. However, this post may require a regular pattern of home working. On occasions, you may be required to perform your duties, on a temporary or permanent basis, from any other Girlguiding premises within a reasonable travelling distance of this location. You may be required to travel inside the UK on business of the Organisation. Salary/Rate Your salary for the position is 37, per annum (including London Weighting). Working Hours Normal hours of work are Monday to Friday 9am to 5pm with one hour for lunch. However, you may be required to work at times other than and in addition to your normal hours of work. Probationary Period The post will be subject to a probationary period dependent on the duration of the contract. Length of Contract Up to 3 months Up to 6 months Up to 9 months Up to 12 months Probationary Period 1 week 1 month 2 months 3 months Medical and Criminal Records Check This post may involve substantial access to young people and it may be a requirement under The Rehabilitation of Offenders Act 1974 (xceptions) Order 1975 that you submit a criminal record disclosure check. Upon successful appointment, you will be required to complete a medical questionnaire and criminal records check. mployment is subject to satisfactory receipt of a medical and criminal records disclosure check.

10 Terms & Conditions Holidays 25 days paid holiday per annum plus bank holidays. This increases after two years services as on 1 January to 26 days, and then a further one day for every two years of service, up to a maximum of 30 days for 10 years service and above. Holidays and bank holiday allowance will be pro-rata for part-time and fixed-term employees. Notice Period During the probationary period, the period of notice required is four weeks by either party; and 12 weeks thereafter. Benefits Pension Scheme Upon completion of three months service you will be eligible to join the Girlguiding Group Personal Pension scheme. The scheme is contributory. Full details are available from Human Resources. Simply Health You will have access to a voluntary healthcare plan that provides cash to employees to cover the cost of everyday healthcare, dental and optical bills. For more information regarding the employee benefits at Girlguiding, please refer to the mployee Benefits Guide in the benefits section of the website.

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