Position Title: Digital & Engagement Specialist No.: HSF030 Reports to: Title: Marketing & Communications Leader No.: HSF067 Business Unit: Marketing and Communications Date created: December 2014 Division: Strategy, People & Operations Review date: December 2015 Organisational Overview: At HomeStart we believe that affordable home ownership is essential to the health, well-being and ongoing sustainability of our communities. HomeStart s role, within the framework of government policy, is to provide leadership and innovation in the housing finance sector by enabling more South Australians to fulfil their home ownership dreams. We do this through the provision of innovative housing finance solutions. More importantly, we do this through our core strength our people. Position Purpose: The Digital & Engagement Specialist is responsible for driving the digital and engagememt activities and ensuring integration within the overall Marketing & Communications strategy. The objective is to raise brand awareness, improve customer engagement, generate leads via our digital advertising and manage HomeStart s presence across social networking sites. They also provide input and support for the development of the overall Marketing & Communications Strategy and management of the team s priorities, workload and development. Positions reporting to this position: None Other significant working relationships: Internal: Originations team, Head of Divisions, People Leaders, IT, People & Performance External: Advertising agencies; direct marketing agencies, digital agencies and suppliers; MEC, external web developers; Minister s office; Renewal SA, DPC and any additional organisations such as councils and community groups. E3-c+134C+4-94D+1d134=362 Adv 25/09/13 21/01/2015 Page 1 of 5
Primary outcomes and accountabilities Key results areas Performance measures Operational responsibilities Marketing & Communications strategy In conjunction with the Marketing & Communications Leader, develop an integrated Marketing & Communications Strategy and supporting activity plan to operationalise the strategy. Deliver operational plans focussed on executing strategic initiatives, ensuring they are aligned with HomeStart s strategic objectives and positively impact on our key performance indicators. Drive and deliver the overall digital strategy, ensuring it aligns with the strategic and marketing strategies and addresses the evolving digital environment. Digital Marketing Responsible for developing, driving and integrating digital into the Marketing Strategy, that aligns HomeStart s strategic objectives. Manage the development and implementation of online activities as part of an overall campaign or specific to HomeStart, MyStart or other intiatives. Manage the digital marketing budget and deliver on business plan outcomes within agreed cost budgets. Manage the refresh of promotional material (including content) online to ensure they are align to overall promotional campaigns. Be a specialist point of reference for the provision of digital marketing advice to other areas of the organisation. Responsible for driving the development and adoption of social media marketing to enhance customer service, engagement and to generate sales leads. Educate HomeStart staff on social media and produce regular digital and social media reports. Manage Facebook competitions and posts, including Facebook advertising, coordinating competition apps and prizes. Identify opportunities to use video to enhance HomeStart s engagement with potential and existing customers. Customer engagement Identify opportunities to engage with potential and existing customers to promote HomeStart products and services and to achieve greater customer advocacy. Work with key stakeholders to determine community education requirements such as the home buyers seminars, home buyers DVD, and updates on the website. Plan and manage a realistic annual schedule of customer education activities. ensuring all products and target markets are represented. Broker engagement Create and manage the program of engagement activities to enhance our broker relationship and the quality and volume of sales from this channel. Develop specific Broker orientated marketing and engagement activities by consulting with the Customers & Partnership Team to assist them to implement the Distribution Strategy. Support business partner events in conjunction with the Community E3-c+134C+4-94D+1d134=362 Adv 25/09/13 21/01/2015 Page 2 of 5
People management Financial management External stakeholder relations Corporate responsibilities Partnership Specialist. Advertising and communication coordination Develop relationships with media and advertising agencies to support the implementation of the digital strategies. On a needs basis, coordinate the development of marketing campaigns and materials with a focus on activities aligned to direct to customer communications. Manage outsourced projects with third party providers and monitor performance against set objectives. Maintain and achieve high quality proofing and sign off for marketing materials following the Marketing & Communications sign-off procedure at all times. Support and maintain processes to ensure a consistent style of presentation and delivery of internal and external communications using the Corporate Style Guide. Champion the team and promote a creative and collaborative team environment. Assist in periodic performance reviews of team members. Ensure optimal utilisation of employee skills and expertise through allocation of work duties and projects. Monitor all relevant administration costs to ensure proper budgetary controls are exercised and budget variances are accounted for. Review and approve all expenses relating to relevant cost centres according to delegations specified in the Register of Financial Authorities document. Create and maintain conditions for effective relations with relevant external organisations, government agencies, customers and vendors where appropriate. Respond to stakeholder queries in a prompt and courteous manner. Ensure the appropriate application and recording of risks according to HomeStart s Risk Management Policy and Practices. Ensure own and team compliance to HomeStart financial policies and procedures. Ensure that all legal responsibilities attached to this role as noted in the Compliance Register are discharged, are properly recorded in the Risk Management System (RMS) and any breaches of these requirements are recorded as incidents in the RMS. Maintain a commitment to EEO, Diversity, Ethical Conduct and the legislative requirements of the Work, Health and Safety Act 2012. Model ethical behaviour and practices consistent with SA Government Code of Ethics for Public Sector Employees. Understand and follow workplace safety initiatives and procedures, identify hazards and contribute to a safe working environment. E3-c+134C+4-94D+1d134=362 Adv 25/09/13 21/01/2015 Page 3 of 5
Behavioural profile Achievement Focus Empower Self Empower Others One Team Approach Customer Focus Drive Innovation and Improvement Communicate Effectively Takes personal accountability to achieve business outcomes aligned to the strategic plan and demonstrates initiative, determination and drive towards results. Pursues self awareness and demonstrates inner strength and self belief. Shows energy and resilience and proactively develops self. Manages self and takes personal responsibility. Clarifies expectations, removes barriers. Shares responsibility and provides feedback in an appropriate and timely manner. Positively influences others and provides support where required. Actively participates as a team member towards the achievement of organisational and team goals. Is prepared to stretch self and set aside individual agendas in order to build strong team relationships within and across teams. Makes the link between their role and personal contribution to the overall customer experience and a positive HomeStart brand. Continuously looks to simplify rationalise or develop products, processes and services that are focused on achieving business outcomes. Leans into personal discomfort and embraces creativity. Is flexible and adaptable and will to give it a go. Engages in open and honest two way communications. Clearly and confidently delivers the intended message in a way that will be clearly understood and appropriate to the target audience. Is a supportive listener. E3-c+134C+4-94D+1d134=362 Adv 25/09/13 21/01/2015 Page 4 of 5
Other Requirements Essential criteria A minimum of 5 years relevant experience in marketing, commerce or related disciplines plus relevant tertiary qualifications Management, business, accounting and reporting skills Experience dealing with all levels of business: eg management, government, loan brokers, technology and editorial Excellent analytical and attention to detail including problem solving skills Proven outstanding negotiation skills, persuasive ability and excellent communication skills Familiar with social media technology, etiquette, principles and trends Experience in and ability to maintain a strong understanding of digital trends and applying learnings in a commercial environment In depth commercial experience in search engine optimisation, digital marketing and social media Good understanding of the latest web technologies including HTML, CSS and JavaScript Desirable criteria Experience and commitment in using continuous improvement tools Understanding of web development process Business to Business marketing experience Special conditions Required to provide a satisfactory National Criminal History Record Check (Police Check), where applicable. May be required to act in higher level positions, or assume additional accountability, as and when required. Flexibility in working across business units as required. May be required to work reasonable overtime with notice. Some out of hours, weekend work and intrastate/interstate travel may be required. Acknowledgements Signature Name of employee Signature Name of leader Date: Date: E3-c+134C+4-94D+1d134=362 Adv 25/09/13 21/01/2015 Page 5 of 5