Database and Marketing Insight Officer

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1 Database and Marketing Insight Officer Job Description Job Title: Database and Marketing Insight Officer Reports to: Head of Marketing & Communications Close liaison with: Head of Donor Development Salary: 21,176-25,000 Reporting to the Job holder: 0 Job Purpose: The purpose of the Database and Insight Analyst role is to support the Head of Marketing and Communications, and Head of Donor Development in delivering a successful, communication strategy for the Trust and Charity. The role holder will manage and analyse relevant databases aligned to the Charity donor and Trust s membership base [it will not include any clinical databases] providing expertise and advice on systems, analysis and reporting. They will identify key trends and develop insight that impacts the marketing and fundraising strategy. They will have experience in handling multiple data sets which will support segmentation to provide evaluation and guidance on placement of campaigns. Working closely with a range of teams they will work collectively to effectively generate primary and secondary insights that influence marketing and communications strategy. The role demands personal credibility, welldeveloped communications skills, advanced data analysis and IT skills and the ability to work both with autonomy and as part of a wider integrated team. Principal Job duties of Role Database Management On a day to day basis manage the central fundraising and contacts database, and set the standard for quality data management: o Oversee the input and management of data from various sources o Conduct regular data quality reviews and annual data cleansing o Oversee the enhancement of data through segmentation and profile building to help the Charity target its communications effectively

2 Handle various data sets and collate data reports for fundraising and marketing team members o Running queries, searches and producing data reports o Manipulating and sorting raw data in Microsoft Excel o Create dashboards and produce regular KPI reports o Report on fundraising campaigns, identify trends and ROI Act as a point of contact for third party agencies o Liaise with our database provider for support, maintenance and upgrade issues o Liaise with direct marketing agencies to prepare and provide data for fundraising campaigns Train other team members on the database; share knowledge and best practice Conduct regular reviews to ensure the database meets the Charity s standards for a customer relationship management system To keep up to date with best practice and industry development, reporting relevant updates to internal stakeholders Market Research and Insight Utilise Media Monitoring tools to collate and report on all Alder Hey media activity Produce regular reports for the Head of Marketing and Charity Chief Executive o Present key data from a variety of sources in a clear, visual and succinct style o Analyse findings to identify key trends o Benchmark findings against industry standards and internal KPIs o Present conclusions to inform campaign strategy and direction Utilise online resources and tools to enhance insight and inform reports Regular competitor analysis and benchmarking to ensure the Charity is utilising all possible promotional, fundraising and advertising avenues to reach its targets To keep up to date with best practice and industry development, reporting relevant updates to internal stakeholders Develop buyer personas and a range of techniques to gain maximum insight into the Charity s audience and identify growth areas Conduct in-house research and prepare briefs for external research agencies

3 Governance and Performance Reporting To maintain databases in accordance with NHS Security policies working with IT ensuring there is provision for data recovery control. Provide guidance to Head of Marketing and Head of Donor Development on database documentation, including data standards, procedures, definitions and controlling access permissions and privileges. Ensure information conforms to statutory requirements including Freedom of Information, Data Protection Act and Charity and Trust policies. Provide regular reporting to Trust and Charity and to relevant committees and to contribute to quarterly reports, with a particular focus on reports on Comms/Trust efficiency and activity to the Charity Board and RABD. On behalf of both the Charity and Trust, present back relevant data to multiple audiences e.g. Executive Board, Charity Trustees, Stakeholders, Patients, External Agencies etc Escalate any insight or data breeches that could be negative or become a potential risk for the organisation or patient care in-line with policies. Maintain consistent database design and presentation. Team Performance Develop strong working relationships within the marketing & communications team and Charity team to ensure that objectives and targets are met across both teams. Represent the marketing and communications department in a professional and positive manner with both internal and external stakeholders and in doing so reflect the values of Alder Hey. Ensure that all work and output is of the highest quality following all standards and policies. This will include making recommendations for quality improvement and monitoring quality on an ongoing basis. Remain up to date and informed of the Charity and Trust, its products and developments as well as any external professional groups. Ad hoc support to Comms and Charity teams e.g. filming projects, VIP visits, content generation, events, media consent etc. Key working relationships Charity CEO, Charity Team and Trustees Marketing and Communication team colleagues Foundation Trust office, Council of Governors and members External Communications and Marketing Agencies Charity groups

4 External suppliers: media monitoring, telemarketing/dm agencies, creative agency, Harlequin etc Other Job Related Factors 1. Communication & Relationship Skills 2. Knowledge, Training & Experience 3. Analytical & Judgemental Skills 4. Planning & Organisational Skills Influences, persuades team and staff on appropriate data collection market research approaches, make presentations on issues and recommendations to staff, fundraisers. Would handle sensitive material. Knowledge of communications and marketing databases, market research techniques, and market research approaches, procedures: acquired through training to relevant degree level or equivalent plus training and/or experience in marketing field to postgraduate diploma level Decides how to run database development, how to use data support requests on sensitive or complex issues. Organises, project manages databases and insight development, manages working with agencies, taking photos visits. 5. Physical Skills The post holder is required to operate office equipment including computer, printer, photocopier, scanner, laminator, binder, camera, video camera and a variety of software components Keyboard skills for publications, presentations, processing documents 6. Responsibility for Patient/Client Care 7. Responsibility for Policy/Service Development 8. Responsibility for Financial & Physical Resources 9. Responsibility for Human Resources 10. Responsibility for Information Resources 11. Responsibility for Research & Development Contact with patients and families would be aligned to data gathering or conducting surveys. This could occasionally be sensitive. Will be responsible for promoting the team s policies across Trust. Would require detailed knowledge of relevant policies. Would input to development of new policies. Order printing, publications; use of digital cameras, projectors/ purchase printing services or database systems Would demonstrates duties to new starters and other staff/ responsible for supervision of other team members. Develops job bags using Microsoft packages, website software; manage departmental databases Undertakes audits or surveys as necessary for teams work and supports larger pieces of research for Head of Marketing. Conduct surveys as part of wider insight work. Develop insight briefs to enable work to be commissioned. 12. Freedom to Act Works independently, 13. Physical Effort A large proportion of work is computer based (around70%), therefore required to sit in a restricted position

5 14. Mental Effort The post holder is required to work often under pressure and to tight deadlines therefore the need for speed and accuracy is essential. The work pattern is unpredictable depending on the demands from the fundraising teams and Trust demands. The workload is subject to constant interruptions, and work is not predictable as priorities change at very short notice according to the needs of the fundraising teams, management and media often requesting for information. Extensive periods of concentration are required, e.g. data input and analysis for up to two hours. 15. Emotional Effort The post holder will be required to deal with managing of multiple projects concurrently (media on tight deadlines, conflicting staff demands at short notice) 16. Working Conditions The post holder is largely office based. Uses computer everyday Would be required to work out of normal office hours and occasionally at weekends. ADDITIONAL REQUIREMENTS AND RESPONSIBILITIES CRB AND REHABILITATION OF OFFENDERS All posts located within Alder Hey Children s NHS foundation Trust are subject to the Rehabilitation of Offenders Act (Exceptions Order) 1975 and as such a satisfactory enhanced Criminal Records Bureau Check will be required. Having a criminal record will not necessarily bar an individual from working with the Trust; a decision will be made depending on the nature of the position and the circumstances and background of the offences. The Trust complies with the CRB Code of Practice and undertakes not to discriminate unfairly against any subject of a Disclosure on the basis of conviction or other information revealed. POLICIES AND PROCEDURES All employees must follow the Charity s policies and procedures. All polices are available in the staff handbook CONFIDENTIALITY The post holder will often have access to personal data regarding patients and staff throughout the course of their employment with the Trust. All employees must ensure that they maintain the confidentiality of personal and sensitive information in accordance with the Data Protection Act (1998) and ensure any disclosure of information is done with consent and information only provided to an individual authorised to possess the information. Employees must not access any confidential information held in any form when they have no proper reason to do so in the course of their duties. When dealing with information of any nature, staff must be

6 aware of their personal responsibility and undertake to abide by the policies and procedures of the Trust and their own departments. In circumstances where it is known that a member of staff has inappropriately accessed or communicated to information to an unauthorised person, this will be considered gross misconduct and could lead to the termination of an employees contract of employment. INFECTION CONTROL All staff, clinical and non clinical have both duty and responsibility to prevent the spread of infection within the hospital and are required to comply with infection control policies at all times.

7 Person Specification Database and Marketing Insight Officer EDUCATION & QUALIFICATION S Essential Knowledge of marketing communication techniques, approaches, and procedures: acquired through training to relevant degree level or equivalent plus training and/or experience in marketing. Desirable Post graduate diploma in Market Research via organisation such as Market Research Society EXPERIENCE & KNOWLEDGE Evidence of being able to adapt and apply database management and insight techniques. Proven record of insight generation that impact marketing campaigns. Has the ability to influences committees and fundraising teams on appropriate approach. Proven track record on working with external marketing agencies to develop market insight as part of a campaign. Demonstration of delivering targets in a target-driven organisation Experience of evaluating new campaign opportunities to meet customer needs and providing recommendations based on evidence from datasets and research. Demonstration of being able to review secondary market data to provide insight. Experience of writing market research briefs. Experience of setting up or conducting simple primary market and customer research. Experience of pulling and mining databases to provide segmentation groups, mailing lists, target profiles, phone lists etc.. Understanding of the Charity environment and codes of conduct Knowledge of the NHS Worked with Market research agency

8 Essential Desirable SKILLS & ABILITIES An excellent command of both spoken and written English with the ability to write with flair and creativity for publication Excellent inter-personal and communication skills. Ability to deal with a wide range of audiences and diverse issues, maintaining a professional standard of presentation and preserving confidentiality and discretion at all times. Flexibility and the ability to withstand significant and unexpected pressure and to challenge in a manner that demonstrates high standards of personal interest. Excellent organisational and time management skills Project database management skills, managing outcomes and delivering to deadlines. Ability to maintain clear focus under pressure. Quick thinking, enthusiastic for data and insight, self-motivated and able to work effectively with minimum supervision or within a team. Excellent written and verbal communication skills: particularly the ability to convey ideas and concepts to a varied audience. Ability to analyse and interpret information to establish threats and opportunities that inform Strong IT skills including Microsoft Office, Excel, PowerPoint etc

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