JOB DESCRIPTION. Digital communications manager. Senior digital comms officer, digital comms officer

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1 A JOB DESCRIPTION Job Title: Division: Department: Location: Reports to: Responsible for: Grade: Digital communications manager Communications Digital media Southwater HQ Head of digital media Senior digital comms officer, digital comms officer MS4 1. Purpose of the job To lead on digital communications and social media and be the client service manager on the e-marketing team, bringing specialist marketing knowledge and skills to the application and integration of social media into the RSPCA s communications and customer relationship management (CRM) programmes 2. Dimensions Manages the digital communications and social media team including functionally managing staff as required on a project by project basis. Works alongside the RSPCA s website and press teams to develop the Society s social media strategy and ensure that our external messages are consistent across all social media channels and e-newsletters and improve the RSPCA s presence on social media channels overall. The Society currently has > 285,000 Facebook fans, >13,500 Twitter followers and an active presence on You Tube. In addition, e-communications are sent out to >150,000 supporters every month in the form of e-newsletters and special appeals. 3. Principal Accountabilities Creating a social media and digital communications strategy and developing and managing an integrated communications approach using marketing and relevant social media tools such as Facebook, Twitter and MySpace. Devises and develops integrated social media marketing communication programs to support, campaigning and other strategic or operational initiatives. (E.g. using PPC, marketing, online advertising)

2 Creates and maintains a communication plan to provide an overview of all social media and digital communications activity and working closely with Publications and Brand team and the Press team to maintain brand and message consistency across digital media initiatives. Manages the , Facebook and Twitter marketing programmes. Works closely with database teams to ensure promotional activity is properly fulfilled, accounted for and recorded in the Contacts database to enable targeting and personalisation. Driving through social media and digital communications requirements during the development phases of new projects and managing ongoing solutions. Collates and specifies the detail of social media and marketing requirements and integrates these within the Society s web development projects Creates and evaluates proposals for new social media and marketing products/services with relevant department/agency input. Other Works with digital analyst to specify reports and tracking requirements, interpret resultant data and make recommendations to clients (may include regular site tracking analyses, market analysis, strategies, and tactics to target and develop varied supporter groups, monitoring of competitor activity). Aware of all data protection legislation and self-regulatory codes of practice relating to lotteries, advertising, direct marketing, fundraising and data protection ensuring digital media project compliance. 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. 5. Knowledge, skill and experience See Person Specification

3 4. Organisation 6. Job Context The postholder, working within the digital media team works cross-departmentally to ensure the online requirements of social media and marketing programmes, technical developments and fulfilment requirements are met. The postholder will also be expected to manage the expectations of all departments with regards projects but with an emphasis on press and campaigns. Work is developed through the head of digital media and specificprojects, regular strategy reviews with digital media and fundraising, analysis of campaign results and status meetings with the internal staff and agencies, where current and forthcoming projects are discussed and appropriate plans developed by the postholder. As a key digital media representative, the postholder is expected to work with other departments in the Society E.g. external affairs, publications & brand and branches to ensure effective and consistent approaches to customer relationship management. 7. Additional Information The post holder may be required to travel to various agency and supplier meetings, which might also require occasional overnight stays. This job description is a statement of the job content agreed at April It should not be seen as precluding future changes. Job holder s signature. Line manager s signature... Date... Date...

4 Person Specification for Digital communications manager Criteria Essential Desirable Professional/Technical Qualifications Good level education, appropriate A levels or technical equivalents IDM or equivalent marketing Diploma IoF Diploma and membership Experience & Job Knowledge Substantial practical experience of developing social media and web based solutions to sales/marketing problems (including PPC, advertising) Proven application of market analysis to drive communications strategy Proven application of creative solutions to acquire market advantage Experience of marketing Marketing qualification Charity marketing and social media experience Aware of data protection legislation relating to marketing activity

5 Skills & Competencies Personal Qualities Special Circumstances (if any) Account management skills acting as interface between user and technical systems Good communicator of creative and technical applications and concepts Use of website tracking analysis software to measure and drive marketing applications Experience of generating Web/CRM system interfaces Good (intermediate) application of Excel and Word software Evidence of building strong working relationships Creative approach to web based marketing Client/customer focussed approach to delivering solutions Ability to see opportunity beyond immediate tasks/team Interest and awareness in developing technologies Team worker Organised and able to work within a project to deadlines Sympathetic to the aims of the RSPCA Travel to agency and conference venues both London and remote. Occasional overnighters Experienced user of content management systems

6 A INFORMATION TO CANDIDATES SUMMARY OF MAIN TERMS AND CONDITIONS OF EMPLOYMENT The following information is intended as a useful guide to applicants considering joining the Society. Full details are supplied with an offer of appointment. 1. ELIGIBILITY TO WORK IN THE UK In order to comply with legal requirements, as part of our selection procedure we ask all potential employees to prove their eligibility to work in the UK. If you are invited to interview you will be asked to bring to interview the appropriate original documents. 2. HOURS The basic working week is 35 hours. Normal office hours are between 9.00 am and 5.00 pm, Mondays to Fridays, with a one hour lunch break each day. It will be necessary on occasions to work additional hours according to operational needs, which may include evenings, weekends or Public Holidays. 3. SALARY Candidates will normally be offered a starting salary appropriate to their qualifications and experience as indicated in the advertisement. Salaries are paid on the 15th of each month by credit transfer to a bank or building society account. 4. HOLIDAYS The holiday entitlement is 25 days per calendar year (1 January to 31 December) rising to 27 days after 5 years service. Bank and Public holidays are taken in addition to this. 5. PROBATIONARY PERIOD The first six months of your employment will be counted as a probationary period. During this time the Society will make an assessment of your suitability for acceptance to a permanent position.

7 6. REFERENCES An offer of employment will be subject to the receipt of satisfactory references. We require two employment references, one of which must be from your present or most recent employer. These should, if possible, cover a period of at least the last five years. The Society reserves the right to contact your previous employers before an offer of employment is made. Unless your permission is granted, your present employer will not be approached until an offer of employment has been made and you have left their employment. 7. NOTICE During your probationary service the period of notice to terminate your employment is four weeks by either party. Following successful completion of your probationary period, the notice period becomes 13 weeks in writing on either side. 8. OTHER BENEFITS Defined contribution pension scheme. Upon satisfactory completion of your probationary period other benefits may be available to you. These include a healthcare scheme, childcare vouchers and employee assistance programme. Further details of these schemes can be obtained on request. 9. MEDICAL As part of the Society's selection procedure for employment, we ask all prospective employees to complete a Health Assessment questionnaire. The purpose is to fulfil our responsibilities under the Health and Safety at Work Act 1974 and ensure that the proposed employment does not present any particular risks from a medical point of view. Further details about this will be sent to you following the initial interview. NB Unfortunately the Society is unable to contribute towards the cost of relocation if this is necessary

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