Digital Marketing Specialist

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1 v Digital Marketing Specialist Our Vision To be the best company our employees ever work for, the best bank our customers ever do business with and the best investment for our shareholder. Our Mission Bringing real service to banking Our Values Outstanding Customer Service Absolute Integrity Genuine Caring for People

2 Position Digital Marketing Specialist Reports to Head of Digital Marketing Business Unit Marketing Location New Plymouth Date August 2015 Purpose The purpose of Marketing is to contribute to the sales, revenue and profit goals of TSB Bank by planning, organising and allocating available resources to put the customer first, build the value of the brand and deliver to the organisations strategic KPIs. Background Established in 1850, TSB Bank is an award-winning 100% New Zealand owned and operated bank. With its head office located in New Plymouth, the Bank s nationwide network of branches and its contact centre look after over 160,000 customers across the country (and around the world). The Bank is committed to providing exceptional service to its customers a philosophy which drives everything our team does throughout the organisation, from customer facing roles to corporate support people. Role Achieving clearly defined digital marketing objectives Maximising digital marketing budgets to build the brand of the Bank and drive quality leads into the network Supporting the strategic direction of the brand acting as a brand champion Support Marketing and other business units to achieve organisational KPIs Leading and participating in teams to implement strategies and key initiatives Be an excellent internal and external communicator, knowing how to identify opportunities through fully integrated digital marketing activity Implementation of plans that support the business with relevant and appropriate initiatives Functions Digital campaign implementation Digital direct communication Content management Social media management Search engine marketing Search engine optimisation Reporting key digital metrics of customers Support other business functions to achieve corporate KPIs Financial management within agreed budgets

3 Our Values Outstanding Customer Service Absolute Integrity Genuine Caring for People Responsibilities Strategy Implementation Primary responsibility for the implementation of the Bank s digital marketing strategies. That activity is consistent with agreed strategy and aligned to organisational objectives, image and positioning goals. Customer centric focus To ensure digital marketing activity is developed and managed with the audience in mind and the experience provided by the Bank s activity is consistent with putting the customer first. Business Intelligence On-going measuring of digital marketing activity to improve results and maximise the return to the bank. Appropriate and relevant information is gathered and shared in a timely manner to aide organisational decisionmaking. Self-Management Ability to achieve defined objectives through explicit KPIs agreed with Head of Digital Marketing. Able to adopt the agreed vision and mission of the organisation to ensure outputs are consistent with organisational strategy. Will proactively develop capability through an agreed development plan which includes on the job training and external learning in the form of coaching, participation on project teams and use of best practice principles. Financial Management Utilising available budget to implement required initiatives within levels agreed with the Head of Digital Marketing. Balancing Risk with Customer Centricity Effective management of risks within digital marketing accountability and consistent with the Bank s agreed risk profile. Role Tasks Strategy Implementation Marketing website User experience Social media Support implementation of touchpoint plan Contribute to activity calendar Implementation of other plans as required and consistent with strategy Customer Centric Focus Deliver activity relative to the segmentation and target market framework Utilise research insights to develop communication messages Gather relevant customer feedback through VoC and complaints

4 Business Intelligence Post implementation reviews - digital marketing actvity Monitoring and reporting results from digital marketing activity Regular reporting to line manager Self-Management Work in progress (WIP) In conjunction with line manager: KPI setting Development plan Attend team meetings One-on-one meeting with line manager Balancing Risk with Customer Centricity Compliance sign-offs Spend within agreed budget Relationships Internal Sales and Distribution Network Managers Financial Technology Risk & Compliance People & Culture Marketing Community Engagement Customer Experience and Insights Digital Marketing Product External Agencies including advertising and media Other third party providers Customers Core competencies Self Managing Personal learning Problem solving Time management Multi-tasking Flexibility Leadership competencies Leading others Dimensions and Expenditure Measuring and managing work Motivating others Managing vision and purpose Delegation Developing direct reports Priority setting Direct reports: None Total team size including this role: Five

5 Expenditure: Nil Person specification Qualifications A business degree in marketing or related discipline Experience Ideally 1-3 years in a marketing or related role Have previously worked within financial services and have an understanding of the industry Experience in working with specialist marketing people Skills and knowledge Understanding of digital marketing principles within the marketing information websites, digital communication, digital media, social media and electronic direct mail environments Ability to see wider organisational implications of digital marketing activity Effective engagement with third party agencies, customer relationships and internal / external stakeholders Knowledge of standard Microsoft, Intranet and Outlook applications Understanding of SEM, SEO, CMS and digital design principles Health, Safety and Wellness Vision: We will have a safe workplace We believe that: No business objective will take priority over health and safety All incidents are preventable Whilst management have ultimate accountability, we all have responsibility for health, safety and wellness All employees have the responsibility to stop any job they believe is unsafe or cannot be continued in a safe manner From time to time there may be additional activity not contained within this position description that the successful candidate is to complete in the interests of the appointment and their own personal development..... Name of Employee Signature Date

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