JOB DESCRIPTION. Marketing Officer Marketing and Communications

Transcription

1 JOB DESCRIPTION Job Title: Division: Department/Region/Section: Location: Reports to: Responsible for: Grade: Marketing Officer Marketing and Communications Digital Media Southwater, HQ Digital Marketing Manager N/A MS1Veterinary Surgeon 1. Purpose of the job To support the Society s online communications strategy through the use of . To manage the end-to-end process from scheduling and production to evaluation of the RSPCA s communications. 2. Dimensions Manages the production and sending of s sent via the marketing platform expected to be in excess of ten million s per annum. Supports specific directorates with activity, including the Campaigns and RSPCA Enterprises divisions. Ensures is an integrated part of all relevant digital marketing campaigns. Integrates transactional s with the website, the preference centre and when people registering an account with MyRSPCA so that s are automatically triggered when accounts are registered and personal details updated. Produces reports on the performance of activity and uses the behaviour of recipients to recommend updated strategies. Tests ways to optimise s. database administration including the creation and maintenance of user accounts, and organisational settings. Manages and optimises data held within the marketing system, ensuring compliance with the Data Protection Act. Advises on the best fit for creative and messaging in order to optimise the data gathered about our supporters

2 3. Principal Accountabilities Develop the RSPCA s marketing communications strategy, testing design and content of s, and evaluating activity against defined KPIs. Strategy Ensures marketing programmes are developed as a connected part of digital marketing plans. Manages requests from fundraising, campaigns, shops and other departments, prioritising against the communications strategy in order to create a coherent calendar of marketing. Develops a strategy for collecting addresses of new prospects for fundraising, campaigning and the shop. Instigates strategies for behavioural targeting and personalisation of s. Ensures our marketing is integrated in programmatic digital media planning and that data informs retargeting strategies. Ensures the audiences receiving s are considered at the start of all new communications planning and that the supporters journey through and other digital channels is understood and part of communications planning work. Consults with RSPCA partners to integrate RSPCA messages in their marketing communications, and relevant content about their products and services in RSPCA s. Demonstrates best practice in marketing to divisions across the RSPCA, inspiring change and advocacy. Carries out competitor analysis against other commercial and non-profit organisations and uses learnings to make improvements to RSPCA communications. Supports the Digital Marketing Manager by attending and representing the RSPCA at seminars and briefings,feeding back into the digital media team where appropriate. Content & design To verify s prepared and edited by non digital media departments. To work with the website team, and other relevant departments, to manage the quality of all content To ensure all communications ares on brand and appropriate for the audiences. To create HTML templates To manage relationships with external design partners. Data To manage updates to data held on the marketing system, ensuring data held complies with the Data Protection Act.

3 Systems Process To lead on the integration between the ecrm and CRM platforms. To lead in the development and ongoing improvement of the preference centre, maximising the variety, quantity and quality of data collected, and ensuring that it supports online communication strategies. To work with the Marketing Data team to agree the processes and principles of marketing through to Supporters, identifying and recommending ways to segment ecrm data most effectively for communications. To manage the relationship with the marketing software supplier, and between 3rd party agencies and the ecrm supplier, where appropriate. To support and train others in the use of the ecrm system. To create user documentation where appropriate. To manage, plan and schedule all activity sent via the marketing system. To devise and document processes used. To support the digital media department by ensuring that incoming invoices from the ecrm supplier are accurate and correctly charged. To advise and support other departments with their online communications projects. To develop knowledge and sound working practices, and to adhere to legal requirements for online communications e.g. Data Protection etc. To develop and maintain the overall schedule. Reporting To work with the Digital Analyst and ecrm supplier to produce reports and analysis of marketing campaigns. To advise on changes needed to improve KPIs. To ensure appropriate tracking code is used in communications from the ecrm system allowing for analysis to take place. To maximise digital media effectiveness by setting measurement criteria and providing reports to campaign project managers. Testing To devise, manage and implement testing programmes, working with external agencies where appropriate. To use analysis and lessons learnt through sends and testing plans to identify and manage improved campaigns.

4 While at work all staff are required to take care of their own health and safety and that of others who may be affected by their acts and omissions. co-operate with Society policies and procedures for health and safety 4. Knowledge, skill and experience Please refer to the attached person specification (Appendix A). 5. Organisation 6. Job Context The post holder will work within the digital media team to ensure the requirements of marketing programs, technical developments and fulfillment requirements are met. Work is developed through the Head of Digital Media, Digital Marketing Manager and through regular strategy reviews with the Fundraising and Campaigns teams. The e- communications strategy will be devised by the Head of Digital Media and Digital Marketing Manager and the post holder will assist them in developing and delivering that strategy. The post holder will also be expected to work closely with other members of the

5 digital media team. The job will have minimal day-to-day supervision and the post holder will be expected to be self motivated and be able to work on their own initiative. 7. Additional information N/A This job description is a statement of the job content agreed at January It should not be seen as precluding future changes. Job holder s signature:.. Date: Line manager s signature: Date:.