Marketing Manager. MS National Centre, London

Transcription

1 Job Title: Location: Reports to: Marketing Manager MS National Centre, London Head of Digital Introduction to MS Society The MS Society is the UK s leading MS charity. Since 1953, we ve been providing information and support, funding research and fighting for change. We fund research, give grants, campaign for change, provide information and support, invest in MS specialists and lend a listening ear to those who need it. The MS Society is a democratic organisation. Every one of our 38,000 members has an equal say in what we do. We are also supported by 9000 volunteers and 260 staff members. Our Mission Our mission is to enable everyone affected by MS to live life to their full potential and secure the care and support they need, until we ultimately find a cure. Our aim is to beat MS. Context of Work More than 100,000 people in the UK have MS, more than 2 million worldwide. We offer hope for the future by investing in research, and help for today through our information, support and campaigning. People with MS guide our work. Our volunteers and supporters shape our research programme through our Research Network, help us provide support locally through our branches and groups and help us write our publications. Our paid staff also provide information and support services to people affected by MS, work with scientists and healthcare professionals and raise funds in four national offices and communities across the UK. With branches in every part of the UK the Society s work has inspired thousands of volunteers, supporters and staff members to make a difference to the lives people affected by MS. Purpose To develop and manage an marketing strategy that will attract, inspire and engage MS Society supporters through great content delivered effectively. To play a central role in developing a personalised, responsive and compelling digital experience for our members, volunteers, supporters and beneficiaries. As a key member of the Marketing and Communications management team, to contribute to the leadership, planning and policy formulation of the department as a whole 1

2 As a member of the management community to influence and implement the Society s direction of travel to meet our organisational objectives Key Relationships: Internal The post holder works closely with all teams that use marketing (particularly fundraising and campaigns). They will also work closely with the database team and the creative services department. External The post holder works closely with our system supplier and external agencies as required. Head of Digital Social Media Manager Online Community Manager Marketing Manager Social Media Editor Key Accountabilities: The MS Society Marketing Manager will support delivery of the Society s Marketing & Communications strategy to deliver the MS Society s strategic goals by: 1. Business plan implementation 1a Develop and implement an marketing strategy 1b Manage the operational delivery of the marketing programme 2. Teamwork 3. Budget management 4. Monitoring and reporting on performance Key competencies The post holder is expected to model and promote the MS Society s values and leadership behaviours: Understands and commits to the MS Society Vision: Places people affected by MS at the heart of what we do; seeks ways to improve and have a greater impact and acts as an ambassador for the MS Society. 2

3 Enables others to act: Trusts, empowers and develops staff, respecting and valuing diversity, skills and contributions from others. Maintains and develops own competences and engenders trust and respect from colleagues. Inspires and motivates: Maintains motivation creates energy and momentum; is positive and solution focused; and drives excellence and improvement. Analyses and Evaluates: Analyses information from a range of sources in order to make effective decisions; weighs up risks and challenges; applies critical thinking; is outcomes focussed and measures impact. Plans and prioritises: Works efficiently and plans ahead; prioritises effectively; is mindful of fundability; and is able to balance urgent and important activity. Communicates Effectively: Influences others, flexes to suit different audiences, builds rapport and is open and approachable Demonstrates professional competence: Maintains own area of technical or professional competence, shares and distributes knowledge and expertise, balances professional competence with effective interpersonal skills. Detailed Responsibilities: 1. Business plan implementation (80%) Planning work to ensure the achievement of deadlines. Focussing work to implement business plans and contribute to the achievement of the Society s strategic aims and priorities Ensuring a clear focus on driving improvements in quality, impact and performance 1a Develop and implement an marketing strategy (30%) Work with relevant teams and partners to create an strategy covering: segmentation, scheduling, income generation, acquisition, supporter journey and engagement. Develop acquisition strategy to drive list growth, working in partnership with other teams to maximise data capture opportunities. Set, measure and report on KPIs for MS Society activity, ensuring campaigns are planned to optimise key traffic and revenue metrics including open rates, CTR, engagement and conversion. Develop testing and optimisation strategy, reporting on the effectiveness of ongoing campaigns and using learnings to optimise future campaigns. Help drive the development of supporter segmentation strategies to increase engagement and retention rates across marketing activity. Manage calendar and reporting dashboard, feeding into organisational marketing strategies and providing key learnings to internal stakeholders. Manage relationships with internal stakeholders and relevant external partners and suppliers. 3

4 Ensure MS Society marketing programme meets best practice standards, as well as improving wider channel understanding across the organisation. 1b Manage the operational delivery of the programme (50%) Support and advise teams across the MS Society in the management of marketing campaigns end-to-end, including planning, targeting, setup, testing, execution, report and optimisation. Manage the delivery schedule to ensure that supporters receive appropriate content at appropriate volumes, helping drive an organisational contact strategy. Work with the database team to ensure two-way integration of information between our core database (Raiser s Edge) and our system. Manage access and user permissions for the Society s system. Ensure that the programme complies with best practice, data protection and other relevant legislation. Actively use reporting, analysis and insight to help departments develop and optimise campaigns. Manage bulk purchase and use of credits, as well as other budget necessary to manage MS Society marketing activity. Develop guidance and control processes to ensure that content is engaging, with a consistent voice. Develop and maintain templates that are dynamic and mobile friendly. Develop testing programmes, ensuring that lessons are implemented across the society. Drive optimisation and automation of campaigns. Support ing teams in operational use of the system. Team work 10% Contribute to the work of the broader digital and marketing/communications teams. Developing and maintaining effective working relationships across the department, directorate and Society. Budget Management 5% Accountable for the efficient management of team expenditure including supporting the Head of Digital in effective budget preparation, planning, monitoring and review. Ensure effective financial and resource management. Monitoring and Reporting on Performance 5% Accountable for the analysis and evaluation of your work performance. information, monitoring and reporting against objectives, outcomes and KPIs. Ensuring action is taken in a timely manner to enable corrective action to be taken. 4

5 Ensuring the impact of marketing activity is measured in accordance with the MS Society s outcomes framework. General Compliance with MSS s governance procedures, MSS policies and guidelines. Contribute to a positive working environment in which equality and diversity are valued and staff are enabled to do their best. Acting as project manager as required and contributing to relevant programmes and projects. Providing advice to Head of Digital on matters relating to your functional areas. Other Duties To be prepared to travel to meetings across the UK and be away from home overnight, as the job reasonably demands. To undertake any other works as could be expected of an Marketing Manager. Person Specification Qualifications A levels/equivalent qualification or Relevant professional experience, which demonstrates equivalent academic skills Evidence of continuous professional development. Experience Experience of developing an marketing strategy and managing an organisation s marketing programme. Experience of day-to-day use and administration of an system e.g. Mail Chimp or Campaign Monitor. Experience of developing, communicating and implementing business plans. Proven planning and project management experience to control effective use of resources. Experience of financial and budgetary management. Experience of training and supporting teams in the day-to-day use of an system. 5

6 Knowledge and skills Excellent knowledge of digital marketing techniques particularly and SMS. Knowledge of best practice and compliance in relation to and broader digital marketing. Strong attention to detail with a sharp eye for design and great content. The ability to manage change effectively. Demonstrable commitment to collaborative team work. Demonstrable commitment to inclusive working, ensuring equality and valuing diversity. Excellent interpersonal skills, and able to influence/persuade a wide range of stakeholders. Excellent written and verbal communication skills, with the ability to communicate effectively in a wide range of media and audiences. Excellent organisational and workload management skills. IT skills. Employment terms Grade: Band F, level 2 Salary scale: Point 1 Point 2 Point 3 Point 4 Point 5 Point 6 Point 7 Point Signed by postholder Date Signed by Executive Director Date 6