Islamic Relief Worldwide

Transcription

1 Islamic Relief Worldwide Islamic Relief UK (IRUK) Digital Marketing Specialist BASE LOCATION: London, UK REPORTING TO: Marketing SALARY: LINE MANAGEMENT RESPONSIBILITIES: ISLAMIC RELIEF: N/A Islamic Relief is an international relief and development agency striving to alleviate poverty and suffering around the world regardless of colour, race or religion. Established in 1984 in response to the widespread famine in Africa, Islamic Relief has grown to be a key, well known and respected aid agency in disaster relief and the ongoing development of people in over 25 countries. It specialises in Education & Training, Health and Nutrition, Water & Sanitation, Income Generation, Orphans Support, Emergency Relief and Disaster Preparedness. Islamic Relief is a member of the Disasters Emergency Committee (DEC) and is an implementing partner for DFID, ECHO, the World Food Programme and UNHCR. PURPOSE OF DIVISION (IRUK) Islamic Relief UK (IRUK) is a Strategic Business Unit (SBU) that is part of Islamic Relief Worldwide. IRUK s focus is strengthening effective funding, mobilising for change through advocacy and awareness-raising, and strengthening programme development and delivery. IRUK works with various partners and institutions, from governments, non-governmental organisations and local authorities to grassroots communities. PURPOSE OF DEPARTMENT (): In close cooperation with the other parts of the organisation, the Communication Department develops IRUK s branding, messaging and marketing strategy. The department helps the entire IR family to convey key messages consistently and coherently to internal and external individuals and the humanitarian and development community. The department provides the various IRUK stakeholders with access to adequate, timely and high quality information, material and resources to bolster their ability to convey advocacy and fund-raising messages through visual media, publications, campaigns and websites. JOB PURPOSE: To devise and implement IRUK s digital marketing strategy, including mobile and tablet, as an integral part of IRUK s fundraising, branding and campaigning projects.

2 ORGANISATION CHART IRUK and IRW CEO International Programmes Human Resources and Organisational Development Islamic Relief UK (IRUK) Middle East and Emerging Markets (MEEM) Finance and Services Fundraising & Supporter Care Corporate Services Programmes Department Structure Head of Support Officer Marketing Media & Advocacy External Affairs and Campaigns Multimedia Artist Digital Marketing specialist Web & Social Media Media Public Affairs Campaigns and Education Graphic Designer Digital Marketing officer Marketing Assistant Data Analyst 2

3 KEY WORKING RELATIONSHIPS Regular engagement with and Fundraising department colleagues to design, plan and execute marketing campaigns supporting fundraising, brand awareness and advocacy initiatives Member of the Campaigns team, working closely with the Campaigns Manage relationships with identified external media and digital organisations, such as Google and Flashtalking SCOPE AND AUTHORITY The job holder will work closely with key stakeholders externally such as media companies, digital agencies and service providers - and internally, including the Marketing, the Campaigns, and the Head of Fundraising. Scope of the Role: Reporting to the Marketing, the Digital Marketing Specialist is responsible for helping develop and then implementing IRUK s digital marketing strategy, operational plans and digital campaign activities. The role oversees the Digital Marketing Officer and also has delegated responsibility for day-to-day management of digital marketing operations and the digital marketing budget. Responsibility for Resources: Responsible for managing the budget for online marketing Responsible for day-to-day relationship with media companies and external agencies. KEY ACCOUNTABILITIES The job holder is accountable for fulfilling his or her roles and responsibilities in line with Islamic values and principles of fairness, humanity, honesty, respect and fair treatment of his/her colleagues and staff. Online Develop and implement digital marketing strategy for Islamic Relief. Implement tactical campaigns on Google grants. Implement display campaigns using innovative tools and techniques such as re-targeting, interest category marketing, contextual, audience-based buying, behaviour and mobile on Google and other platforms Analyse and report from Google Analytics, Google Insights, Google Trends and other relevant tools to optimise campaigns. Make recommendations for improvements and usability for digital channels such as the IRUK website, YouTube and Facebook to improve digital marketing efforts in the long term. Identify and implement new media formats like video, rich media and dynamic media to create brand awareness. Horizon scanning for new digital fundraising initiatives. Manage paid search activities like pay per click campaigns from keyword research, bid management, ad grouping, writing ad copy, long tail, making recommendations on landing pages, improving quality score on Google and Bing. A/B testing of adverts and landing pages. Advise, consult and provide services related to the design and development of online creative. 3

4 Give briefs and supervise assignments involving creative agencies. Research and identify third party ad serving platforms and opportunities in the sector. Interact and collaborate with team members to align digital media with other marketing, communications and fundraising activities. Build and maintain content distribution network. Conduct competitive analysis to enhance organic ranking and traffic generated by targeted keywords. Maintain and control budgets and oversee payments to vendors. Manage and oversee the work of the Digital Marketing Officer in support of all of the above. 4

5 PERSON SPECIFICATION It is essential that the post holder shows a good understanding and empathy with the Islamic values and principles as well as commitment to Islamic Relief s vision, mission and values. Knowledge, Skills and Qualifications Graduate in business or marketing discipline. Educated in direct or digital marketing. Strong understanding of the major technology-driven changes and trends affecting the online media and advertising industries Sound knowledge of the digital media buying ecosystem (CPC,CPA,CPM,ROI,LTV) Strong understanding of performance advertising (search and display) Good understanding of online metrics. Have some understanding of marketing, SEO, CMS & CRM. Excellent written and verbal communication skills. Fluency in a major South Asian language a potential asset but not essential. Experience Experience of marketing/advertising within the UK Asian community Hands-on experience on using tools like Google Adwords, MS Adcenter, Keyword Spy, Adwords editor & Google analytics Knowledge/experience of relationship management. Negotiating and influencing, both internally and externally Experience of managing budgets Understanding of charity sector marketing Be able to give presentation at board level Experience of line and performance management of staff Personal Qualities Highly organised, with an ability to multitask and self-manage while dealing with a busy workload. Results focused ability to plan, co-ordinate and deliver objectives and targets with a positive drive to achieve results. Creative and innovative, with a real passion for online marketing Able to absorb and critically evaluate a large amount of information and data in order to make decisions Strong independent judgement in managing external organisations and internal contacts Signed by: (Direct Line ) Signed by: (Divisional Director 5