Job Description / Specification

Transcription

1 Employee Date December 2015 Job Title Website and Digital Development Manager Location Hammersmith Reporting To Head of Marketing Employment Full time / Permanent The British Safety Council are a leading health and safety charity based in the UK with international operations. The product portfolio consists of membership, training, qualifications, audits and events. A number of online platforms require linking together into a single digital strategy. Part of a dedicated team continuously looking to improve the organisation s marketing and events. The Website and Digital Development Manager manages investment in new website design, content and functionality to improve traffic for example from PPC and SEO, lead generation and conversion for example via our marketing automation platform and user experience of digital environments such as the members area. Assessing progress through performance metrics the WDDM will focus on development of website to improve: Presentation Navigation Usability and content Transactional processing Income A key role within the marketing and events team the WDDM is the organisation s expert with an excellent knowledge base of the organisation s online communication platforms, an insatiable enthusiasm for improvements to digital platforms and driving traffic online - particularly using our newly implemented marketing automation platform. Specifically: Managing new website projects covering project initiation, CRM integration, wireframe design, page design, SEO content, etc. Designing online customer journeys Using strong and compelling copy Improving digital marketing metrics Migrating customers from offline channels to online channels. Completion of an online transaction project digital audit and annual strategy, the business case for a project to transform the website, are the first projects for this role. The role owns ambitious income targets from a new website design implemented over the next year. So strong technical project management capabilities and a drive to exceed expectations are essential. Building rapport and relationships with internal stakeholders of all levels is critical. This challenging and busy position requires some flexibility responding to last-minute issues and work outside of regular office hours to keep developments on track.

2 Primary Job Purpose Devise strategies to drive online traffic to the company website and increase revenue from our online platforms. Oversee all marketing campaigns via our marketing automation platform and develop our use of the marketing automation platform (Marketo) e.g. landing pages, online forms, etc. Maintain our content management system (Drupal) and supporting tools e.g. cart abandonment software. Develop and manage digital marketing campaigns via paid search, SEO and PPC and report on success (via Google Analytics). Brief Description of Tasks Working within the Marketing team and reporting into the Head of Marketing, the Website and Digital Development Manager will: Improve the usability, design, content and conversion of the organisation s website and execute plans to timetable and budget to meet objectives. Devise strategies to drive online traffic to the company website. Design online customer journeys (based on British Safety Council products and services) with other team members to increase income. Manage online content and development across all platforms, ensuring information is upto-date. Oversee all marketing campaigns that drive traffic online via our marketing automation platform and develop our use of the marketing automation platform (Marketo) e.g. lead nurturing, landing pages, online forms, etc. Maintain our content management system (Drupal) and supporting tools e.g. cart abandonment software. Develop and manage digital marketing campaigns via paid search, SEO and PPC and report on success (via Google Analytics). Develop and circulate regular and in-depth online analytics reports (via Google Analytics) and manage internal communications to relevant teams on online marketing projects. Ensure full integration of the website with our CRM system Salesforce for the benefit of all internal teams e.g. IT, marketing, membership and sales. Audit, improve conversions and engagement, and document all online: o o environments e.g. main website, microsites, members area of the website processes e.g. transactions

3 o customer journeys e.g. non-member to member; International Safety Awards applicant to winner; engaged stakeholder to customer Work with our Marketing Managers to deliver the digital channel element of customer acquisition and retention campaigns. Work with our Learning Systems Manager to ensure integration of our website with our online training platforms. Work with Sales Managers to ensure online lead nurturing, generation and management processes are implemented, maintained and progressed. Work with our Social Engagement and Marketing Communications Manager to deliver a cohesive social media plan. Work with the Comms team to build employer and member engagement with charitable policy and communications initiatives. Work with our IT team to ensure website design and ongoing online strategies utilise, integrate with and complement existing platforms. Develop our thinking, interaction and offering on mobile devices. Oversee our website agency and ensure effective use of appropriate resources. Champion good data management processes across the organisation. Manage the digital marketing budget. Evaluate available customer research, market conditions and competitor data and apply changes to our online platforms in response to insight. Review new technologies and keep the company at the forefront of developments in digital marketing. Support all internal teams with digital support and relevant online data. Skills Project managing website development projects to time, budget and achieve desired results With four to six years experience of strong digital marketing and data skills across CRM systems, marketing automation platforms and CMSs. Excellent ability to communicate verbally and in writing (good grammar essential). Logical and analytical. Excellent presentation skills. Highly developed organisational and project management skills. Strong attention to detail and drive for consistency.

4 Extensive working knowledge and experience with Microsoft Office applications, in particular Word, PowerPoint and Excel all at advanced level. Characteristics: Positive, friendly, outgoing and confident personality. Highly organised with strong interpersonal skills. Willing to work outside of normal office hours if required to meet deadlines. A well-rounded, self-starter that can work on their own initiative. Energetic and resourceful team player that will share their digital knowledge with the rest of the team and organisation. Proactive worker with an appetite for continuous learning. Pragmatic and professional by nature with a strong ability to establish and meet deadlines. Reputation as a "producer" with a creative mind to develop concepts and bring them to completion. The job description may be amended or adapted as part of the recruitment process. Health and Safety To understand and carry out your own health and safety responsibilities in accordance with the management objective. To ensure your team, if relevant, understand their health and safety responsibilities and have an adequate level of health and safety competence (a copy of the health and safety competency framework can be found on the SMS.

5 Person Specification Essential Skills & Qualifications Degree level qualification in digital, marketing-related, business administration or subject. Excellent project management and organisational skills with a strong attention to detail required. Excellent interpersonal and relationship building skills with a proven track record of leadership across functional lines that delivers business results required. Strong written, verbal communication and proofreading skills. Experience Minimum of 5-6 years of progressive digital and marketing communications experience required in a services environment. History of delivering income and engagement via marketing and digital platforms. Working knowledge and management of Drupal CMS platforms. Experience in SEO and writing for the web. Experience of PPC techniques and activities. Experience of reporting on online metrics particularly via Google Analytics. Extensive experience in marketing platforms and marketing automation platforms. Experience of using a CRM system such as Salesforce and integration between CRM systems and websites. Experience in delivering online projects e.g. new websites, development of gated content areas, online transactions, and website platform integration projects. Knowledge of data management best practice. A strong track record in managing projects across departments. Proven ability to work under pressure, prioritise work and meet multiple deadlines. Desirable Strong working knowledge of and experience with various social media marketing technologies, platforms and practices to deliver an exceptional online consumer experience desired. Experience of delivering mobile device development projects. Experience of using a CRM system at an advanced level A good eye for design and ability to put brand guidelines into practice online. Experience in a membership organisation. Behaviour Competence Results oriented with a high degree of personal initiative and leadership in a busy and challenging environment. Behaviours detailed in the corporate Behavioural Framework - Team Work - Communication - Creativity & Change - Enhancing Performance - Leadership - Personal Effectiveness

6 Measurements As agreed in the annual appraisal. Appendix Essential Knowledge, Skills & Responsibility and Behaviour of a British Safety Council Manager Knowledge Skills and responsibilities Behaviour Understands their health and safety responsibilities in order to promote a safe environment. Understands basic employment law so that all team members are treated fairly, respectfully and good practice is ensured. Understands the British Safety Council appraisal process and the requirements of an effective appraisal. Understands the British Safety Council processes to manage discipline, grievance, absence and performance. Has a basic an understanding of finance and how to manage a budget. Understands the British Safety Council strategy and business plan and its impact on their activities. Understands the priorities of other departments. Understands the commercial and customer horizon. Carries out an effective motivational appraisal interview twice a year if line managing staff. Communicates effectively and uses a range of techniques to ensure messages are understood, such as the monthly team brief, regular1-1s and team meetings. Carries out regular safety inspections and where appropriate risk assessments relevant to their area of work. Manages people according to pre-defined British Safety Council procedures. Appropriately challenges poor performance and recognises good performance. Manages available resources e.g. money, people and time, and prioritises accordingly. Works in partnership with other managers across the organisation to achieve business objectives. Engages with external stakeholders as appropriate. Acts as a role model for the corporate values and behaviours. Encourages a safety culture amongst their team. Appropriately challenges ineffective behaviours and recognises effective behaviours detailed in the behavioural framework. (Team Work, Communication, Creativity & Change, Enhancing Performance, Leadership, Personal Effectiveness). November 2015