ID9404 Join Age UK Senior Digital Marketing Executive Candidate Brief, September 2015
We re Age UK Age UK is the leading charity promoting positive change in the lives of older people, with a mission to make later life fulfilling and enjoyable. There are more people aged over 60 than ever before, and they re the fastest growing group in society. As people grow older, they face new challenges, and maybe even illness, loneliness or poverty. But that doesn t stop them from being themselves. People in later life still want to laugh, love and be needed. They want to stay independent and keep doing the things they love. After all, we all want a fulfilling later life; no matter our age. That s why Age UK is here. We stand up and speak for all those who have reached later life, and also protect the long-term interests of future generations. We believe that living longer should be celebrated and everything we do is designed to change the way we age for the better and enable everyone to be part of the solution. Together, we can create a world where everyone can love later life. Age UK Group The Age UK Group comprises of Age UK, and its subsidiary companies and charities. Our network includes the three national charities Age Cymru, Age NI and Age Scotland and more than 160 local Age UK charities. Our vision A world where everyone can love later life. About Love later life Age is different for everyone and, of course, the challenges and the demands are different for everyone, too. At Age UK, we are many things to many people a source of advice, information, companionship and support, among many other things. But one thing is the same for everyone: Age UK is always here. Wherever people are in their life, whatever the demands and challenges, no matter how big or how small, ageing is a journey we ll take together, hand in hand, shoulder to shoulder. We all know that life s road isn t always an easy one. But by working together, we can start to create a world where everyone can love later life. Watch our Love later life TV ad 2
About Age UK Working with older people to make sure our services meet their most pressing needs, Age UK, together with our network of 167 local partners, delivers trusted advice and information to over 6 million people, helps people stay independent at home, and creates opportunities for people to have fun and stay well. We support communities, enable older people to benefit from new technology and support the development of age-friendly services, products and business partnerships. We campaign for changes in legislation, policy and practice to improve older people s lives, increase understanding of the challenges of later life and to change public attitudes to older people. We are also the only UK charity to focus research funds exclusively on later life. Our research gets results and we have seen significant breakthroughs in understanding dementia, falls prevention, stroke and incontinence. We also work with Age International, our subsidiary charity, to enable them and our sister organisation, HelpAge International, to address the needs of older people in 40 of the world s poorest countries. In 2012 alone, we supported 850,000 people in over 40 developing countries, including 360,000 older people in emergency situations. Age International is part of the Disasters Emergency Committee (DEC) and works closely with other national and international organisations, including the International Federation on Ageing (IFA) and the Global Alliance on the Rights of Older People. 3
Role description Job Title: Digital Senior Marketing Executive Current Division Name: Group Marketing Current Department Name: Digital Marketing Current Location: Tavis House Type of role (*delete as applicable) Individual Contributor Job Title of Line Manager: Group Digital Marketing Manager Job Titles and number of any direct reports None e.g. Administrator (3) Job Purpose: Sitting alongside the Group Digital Marketing Manager the DSME will: Be the technical lead for the Digital Marketing team across; tracking, 1/3 rd party reporting tools and all aspects of Age UK s interface with Google. The DSME will also lead the setup for the digital teams A/B & Multivariate testing program. Manage, plan, agree and execute the digital marketing function in order to deliver main organisation KPI s for 4
the Age UK Services Division. Current priority remit being with the Age UK Campaigns and I&A teams. The management and delivery of the digital teams SEM ( PPC & SEO) requirements, particularly; management and deliver of Age UK s Google Grants activity; the digital teams direct paid PPC campaigns; and generic site on page SEO implementation. Lead on the development of Age UK s social media acquisition program - develop, implement and track. Main Responsibilities/Deliverables: Technical Lead Take the lead on the set up, on-going use and management of the following technical platforms (or their subsequent function replacements): Agency Reporting solutions: to ensure delivery of paid for campaigns, the monitoring of natural web search and ppc performance as reported by SEM agency. Engaging Networks: Age UK s campaigning platform, providing petition and email your MP functionality Email Vision: our mass emailing (ESP) system working with your ecrm colleagues Ensighten: our on page tag management system, allowing Age UK to implement tracking campaigns on our sites. Google Analytics: to take the lead in managing the set up, delivery and monitoring of Age UK s main tracking / analytics provider. Google Adwords: Fully manage the Age UK adwords account in partnership with direct colleagues and agencies. Episerver CMS; fully conversant and confident in use of the Age UK CMS. To be lead in set up of tests and subsequent reporting in Age UK s A/B & Multivariate testing solution Maxymiser Age UK Services digital marketing provision Be the central point of contact for all digital marketing activities relating to Age UK s Services division including - Information & Advice and Campaigns departments. With internal stakeholders help set and then jointly own the digital KPI s for both the I&A and Campaigns teams Monitor current delivery channels both paid and owned to ensure that Age UK can continue to deliver its key activities of information and advice dissemination and 5
campaigning work Monitor all campaign, information and advice digital activity and report back to the GDMM and other internal stakeholders on results. Identify audiences and deliver digitally information and advice material to both beneficiaries and those who can share to beneficiaries Deliver the digital marketing plans for campaigns, information and advice in partnership with the Group Digital Marketing Manager and other internal stakeholders. Raise awareness and increase actions of the organisations campaigning activities through all digital channels. Manage and maximise e-action third party site, Engaging networks, making sure campaigns are timely and effectively delivered. SEM Working alongside digital team colleagues the DSME will lead on Age UK s PPC / SEO programmes (Excluding the Enterprise division) working individually and with SEM agencies, build, monitor and develop strategy to deliver positive ROI. The DSME will be the day to day contact with agencies answering or allocating queries to relevant colleagues and stakeholders. With agency, manage the spend and delivery of Age UK s Google Grant activity ensuring the right allocation of spend in accordance to overall organisation objectives and KPI s Work with and monitor on page SEO with content producing colleagues both in direct digital team and the wider audience (ensuring keyword targeting / metadata and all best practise is implemented. Help to manage with internal Development colleagues SEO change recommendations from SEO agency. Lead on the set up, monitoring and reporting of analytics for this key channel within Google Analytics. Social Media Working with the GDMM and Age UK s Social Media team develop an acquisition program targeting Age UK s loyal followers on the main channels of Facebook and Twitter. Develop tests to identify successful acquisition asks 6
within Age UK SM channels. Produce social media marketing content. Ensure full tracking set-up and initial monitoring / reporting is delivered. Champion the digital channel Use digital channels to identify and reach minority and vulnerable groups of the target audience. Ensure digital activity integrates with offline activity to provide maximum impact. Take a full KPI based approach to all activity, ensuring all plans and campaigns are clearly measureable and deliver to expectation. Ensure a timely and compliant flow of data from all online activity into the CRM team. Take a flexible approach to work, undertaking other tasks as requested by the GDMM from time to time. Quantitative Aspects of Role: You will own the digital KPI s and budget for your main stakeholders: Currently I&A (equivalent to 20% or their overall KPI) deliver 1m+ downloads of I&A guides deliver 2.5m visitors to I&A online content Campaigns (TBC) Google Grants Responsible for management and spend of total budget, currently $480k per annum Proven senior levels of experience in: Experience. Google Adwords / Analytics and other Google platfoms Delivering PPC strategy build and campaigns Experience in Social Media acquisiton Planning and delivery of ROI focused digital campaigns across the rest of the digital marketing mix including but not limited to; SEO digital direct response, ecrm, Display Experience of working in organisations with multiple stakeholders. 7
Knowledge & Skills A strong understanding of analytical campaign evaluation techniques. Full exposure to the digital marketing mix Ability to utilise ecrm Good communication and interpersonal skills, with the ability to manage both up and down. Excellent attention to detail. Strong digital copy writing skills. Ability to work to schedules in a pressurised environment. Qualifications Additional Circumstance Notes: This role description is not intended to be exhaustive in every respect, but rather to clearly define the fundamental purpose, responsibilities and dimensions for the role. Therefore, this role description does not describe any individual role holder. In addition to the contents of this role description, employees are expected to undertake any and all other reasonable and related tasks allocated by line management. 8
Terms & conditions Salary Up to 32,000 per annum Age UK operates a performance related pay scheme with and annual salary review date of 1 April. Location Hours of work Pension scheme Tavis House, Tavistock Square, London Standard office hours are 9am 5pm Monday to Friday and the standard working week is 35 hours for full-time staff. Age UK s Pension Plan has received the highly desirable Pensions Quality Mark. Independently assessed, it means you can be confident that your money is being invested in a quality pension scheme. At Age UK, one of the important things we say to people young and old is save for your retirement. Age UK operates a Group Personal Pension (GPP) and will automatically enroll all employees aged under 74 into the Plan from the date employment commences. You will be auto enrolled into the Plan with an initial employee contribution of 1% being deducted from your salary and Age UK will pay 4% of salary. These contributions will increase in stages to meet the Workplace Pension Regulations minimum requirements of a combined total of 8% by 2018. You can pay a higher contribution if you want to get a higher employer contribution - if you contribute 3% we ll pay in 8% and if you pay in 4% or more we ll contribute 9% You will receive tax relief on your contributions and providing you meet the eligibility criteria contributions will be deducted by way of salary sacrifice. Life Assurance No matter whether you sign up to the Age UK Pension Plan or not, you automatically get life cover if you work for Age UK. Life Assurance is equal to 2 x salary which increases to 4 x salary if you are a member of the Pension Scheme. Because of the way it s set up, any payment can usually be paid direct to your beneficiary so it won t form part of your estate for inheritance tax purposes 9
Annual leave BUPA Cash Plan 26 days plus Bank Holidays (from January to December) for full-time staff. This is pro-rata for part-time staff. Our cash plan means you can claim money back on a wide range of health benefits including dental, dental injury, optical, treatments such as physiotherapy, osteopathy, chiropody and acupuncture, prescriptions, consultations, and hospital stays. You can also access an online health and wellbeing programme and an employee assistance programme which includes six face-to-face counselling sessions. You will also have access to BUPA s Healthline which enables you to speak directly to a qualified nurse 24/7. All employees are automatically enrolled onto the scheme which also covers up to four children. Employees have the option to upgrade to include partners at their own expense. Annual Season Ticket Loan With our annual season ticket loan you can spread the cost of commuting over six or 12 months, meaning you ll benefit from discounts that annual or six month tickets often offer without having to pay lots of money upfront. This is designed for people who have to spend a lot of money on their commute, so if you re working in and around London you re likely to be eligible. You need to be a permanent member of staff who has completed their probation to apply. Each month, a 6 th or a 12 th of the cost will be deducted from your salary. If you leave before you ve paid off the loan we ll just deduct the outstanding amount from your final salary Childcare Vouchers Our easy to use childcare voucher scheme which offers you an easy way to pay for your childcare and also saves you money. By choosing to have part of your salary paid in childcare vouchers, you can make big tax and National Insurance savings. The savings are also per person so you could double your money if your partner s employer also has a scheme! The vouchers aren t just for babies - they can be used for the care of children up to 15 years of age (16 if they have a disability). This includes child minders, nannies, play school, crèches, after school/breakfast clubs and holiday clubs. Cycle to Work By allowing you to get a new bike and accessories worth 1000 or less absolutely tax free, you can make huge savings (and avoid your normal transport costs too!). You ll have a number of options including extending your agreement or 10
Scheme paying a small percentage of your bike s market value to own it outright. Should you leave Age UK before you ve paid off the loan, we ll just deduct the outstanding amount from your final salary. Other benefits Discount on Gym Membership Perkz (online employee benefits scheme offering discount with UK retailers) This document is neither an offer of employment nor a statement of terms and conditions. 11
Equality and Diversity Statement Equality of opportunity is an important part of Age UK s recruitment and selection policies and procedures. All recruiting managers must ensure that they are familiar with Age UK s Equality, Diversity and Inclusion policy, and that they have accessed appropriate guidance and training on recruitment and selection. Age UK will strive to take all practical steps to prevent discrimination (on any basis), to identify and address inequalities affecting specific groups and to promote equality during the course of its work, providing a respectful, inclusive, positive, supportive, challenging and empowering environment for all. Age UK will monitor the conduct of actions taken under the framework of all our policies, including recruitment, in order to identify inequalities and formulate plans to address them, ensuring fairness of treatment at work under the 2010 Equality Act and our cultural values. 12