Position Description: Digital Marketing Manager - FebFast & Ride the Night FebFast vision: Ride the Night vision: YSAS values: Position & location: Period: Remuneration: Reports to: Direct reports: Responsibilities: To improve the personal health of all Australians, especially vulnerable and disadvantaged young people experiencing alcohol, drug and mental health issues. To become a marquee event on Melbourne's calendar, allowing event partners to accelerate the popularity of bike riding in Australia whilst promoting health, community and the environment, and to reduce the stigma surrounding drug addiction. At Youth Support + Advocacy Service (owner of FebFast & Ride the Night events), our values are enacted through our commitment to social justice and human rights, acceptance, integrity and authenticity, harm reduction, empowerment, learning and evolving. Digital Marketing Coordinator, located at 131 Johnston Street, Fitzroy Contract position (November 2014 - February 2015; 38 hours per week. Note There is a requirement to work over the Jan 31 st & Feb 1 st weekend). Range: equivalent to $60,000 to $75,000 annual salary, plus super, plus salary packaging Campaign Director No direct reports This role will work with two leading not-for-profit campaign brands: FebFast (75%) and Ride the Night (25%) and is a key role working across brand websites, digital ad campaign and edm development. About FebFast
FebFast is the marquee fundraising event for YSAS and an annual health challenge for all Australians, to take a break from their creeping bad habits for the 28 days of February. Originally a break from alcohol, the campaign now includes four fasts : FebFast Alcohol, FebFast Sugar, FebFast Social Media and FebFast Junk Food. This short break is both a timely health kick at the start of the year and a vital community fundraiser: money raised helps programs for vulnerable families and young adults tackling serious alcohol and drug issues. To date, FebFast has raised over $6,600,000 inside 7 years and supported 45 programs across the country. About Ride the Night January 2015 saw Melbourne host Australia s first ever mass participation night-time bike ride with huge success. Over a thousand riders participated in a cycling festival beginning at Alexandra Gardens and, over approximately 75 kilometres, covered many of the city s iconic locations. Along the route, fun rest points featuring local Melbourne DJs and barista entertained riders, while mini light shows created an atmosphere of fun, excitement and energy that celebrates Melbourne. In 2016, we will be taking this campaign to multiple cities across Australia. Ride the Night is an event run jointly by Youth Support + Advocacy Service (YSAS) and Bicycle Network, bringing together expertise in event delivery and event marketing. Funds raised from Ride the Night support programs which work with young Victorians with serious drug and alcohol issues, helping break the cycle of youth addiction. About YSAS The Youth Support + Advocacy Service (YSAS), owner of FebFast and part-owner of Ride the Night, is a leading youth health not-for-profit agency that enables highly vulnerable and high risk young people, or those at risk of becoming so, with substance dependence and misuse, mental illness and social disconnection to take control of their health and wellbeing. Established in 1998, YSAS has now supported over 20,000 highly vulnerable young Victorians. Over half of the young people we supported in 2011-12 either ceased or significantly reduced their drug use. Due to both FebFast and Ride the Night being online fundraisers, leveraging the opportunities presented by various social media platforms (including, but not limited to, Facebook, Twitter, Instagram, LinkedIn and YouTube) are of key importance to the overall success of the campaigns. This newly created
position is a wonderful opportunity for someone who is passionate about using social media to win hearts and minds, and excited by the potential for FebFast and Ride the Night to improve the health of Australians, especially those with serious drug and alcohol issues. The role will work closely with the marketing team to create and execute social media strategies and respond to customer service enquiries during the key campaign periods (November-February). Key responsibilities: Position Overview: Key Experience: Key Attribute: Digital advertising and campaign management; SEO management working with a third-party; developing and coordinating detailed edm program (MailChimp); daily and detailed analytic analysis reviewing KPI s including conversion and engagement across web, social, edm and CRM platforms; website maintenance (WordPress) To develop and execute a digital strategy with multiple digital touch points with our customers, including digital campaign management and direct comms in order to reach participation and fundraising targets. A proven track record working within the digital marketing environment with a focus on analytics, SEO, social media and edm s, across multiple platforms such as Mailchimp, Facebook ads, Google analytics and adwords. In addition, comfortable learning and trialling new platforms to best deliver to campaign outcomes. Demonstrated ability to work across the full spectrum of digital marketing, from strategy, to execution and measurement.
FebFast & Ride the Night Key Responsibilities Digital Campaign Management Identify and develop optimisation strategies for digital marketing activity for both campaigns. Work closely with an external provider to coordinate all organic traffic and SEO strategies, testing and reacting accordingly to maximise traffic and conversion targets Coordinate all areas of paid search activity, including the development, implementation, monitoring and evaluation of all paid digital campaigns to ensure the highest level of ROI and to engage supporters, build communities and inspire participation. Monitor, research, report and analyse on the performance of all online activities, searching to continually nuance online actions to improve conversion and engagement, to draw insights and think laterally and creatively to identify opportunities. Email Campaign Management Schedule and implement the email communications strategy, working within MailChimp with a complex level of segmentation and personalisation Working closely with edm template design to extend customer experience A/B test and seek the optimum levels of engagement across all edm s Create and test trigger-based, automated e-communication across customer journey Timely resolve any platform-based problems to ensure consistent and error-free comms during peak campaign periods Regular and timely reporting and optimisation Web Coordination Maintain the FebFast and Ride the Night websites working with WordPress and third party developers Regular and timely reporting and optimisation Identify opportunities to increase conversion Work with external provider to ensure optimisation across devices, namely mobile Agreed Achievements Reach, traffic, engagement, conversion and ROI targets Open rate, click-through and conversion targets Reach, traffic, engagement, conversion and ROI targets Open rate, click-through and conversion targets Time on site, conversion, pages
Social media Build upon existing cross-channel social media strategies to increase campaign participation and build following. Note: execution around campaigns will be heavily supported by other team members. per session, Goals & Events targets General Support content marketing strategy through applying digital insight Work closely with the Marketing Team to ensure integrated campaigns. Work within an agreed marketing budget and advise on the best use of the digital budget presenting anticipated returns on investment levels Key attributes we re searching for: We already assume that you are creative, flexible, and confident, that you love digital marketing and have a natural attention to detail, with great time management and an ability to perform under pressure. We are also assuming you are completely comfortable constantly testing, scrutinising and experimenting with different campaigns in a constant search to find the biggest return on investment. We re also looking for someone who: Tertiary qualified in related field (marketing or communications) Minimum 2 years experience in a related role Proven track record of developing and implementing digital strategies across multiple platforms including WordPress, MailChimp, Google AdWords, retargeting and Facebook Exceptional analytic experience with an ability to apply insights to live campaigns for continuous improvement Exceptional written and verbal communication skills Passion for preventative help and the ability to create change Experience within fundraising is also highly desired Note: the successful applicant will be required to undergo a National Police check and hold a current Working with Children Check prior to commencement