J O B S P E C I F I C A T I O N DIRECTORATE: DIVISION/SECTION/UNIT: Culture, Tourism, Sport & Leisure UNIT MANAGER: Steve Hopkins POST TITLE: Senior Digital Marketing Officer JOB FAMILY & ROLE PROFILE: POST NO: RG3371 V2 GRADE 9 SUMMARY OF ROLE REPORTING TO: PURPOSE OF THE POST: THE POST HOLDER IS RESPONSIBLE FOR THE FOLLOWING: Senior Digital Marketing Officer 1. The Senior Digital Marketing Officer will be responsible for preparing and delivering the annual digital marketing plan for the Marketing Services Team 2. The post holder will identify the digital marketing requirements, opportunities and provide effective solutions and will lead on the integration of these digital marketing solutions into the Team s marketing campaigns. 3. The particular focus will be to coordinate the development and management of the various websites, e-marketing and information management, requiring technical ability and also excellent written and oral communication skills n.b Please note this is a marketing not a technical post. 2.0 This post will assist the Marketing & Tourism Manager to identify the digital requirements, opportunities, solutions and provide strategic web development advice and guidance for all Culture and Tourism services. 2.1 Work with the Marketing Services Team and other services within Culture & Tourism to further develop, manage and support the digital marketing presence. 2.2 Work with the Marketing Services Team to develop and deliver timed and costed digital marketing solutions within the resources
available 2.3 Be responsible for the management of information and key performance data, electronic communications and e-marketing. 2.4 To take responsibility for the delivery of a wide range of digital marketing initiatives for specific services as identified in marketing plans. Projects are likely to range across all areas of digital marketing including; Email marketing Search Engine Optimisation Developing web based database solutions Managing a variety of social channels to promote various brands Particular experience of updating Wordpress web sites using content management systems Leading on the future design and architecture of web based solutions Sourcing and manipulating suitable images and content for the websites Writing appropriate on brand content for the websites Applying brand guidelines across all online channels using tools such as Photoshop Improving existing data capture opportunities across various online channels Identifying new opportunities to capture feedback and research Generating income through online shop/retail sales of goods and services 2.5 Monitor the use of new and emerging web based products & services and consider how they can benefit the Marketing Services Team. 2.6 Research, develop and implement innovative digital marketing solutions for reaching new markets, developing audiences and increasing visitor numbers. 2.7 Research, develop and implement on-line Customer Relationship Marketing processes and options to improve customer communications. 2.8 Provide web usage and digital marketing statistics to support the key performance indicators of the marketing services team 2.9 Produce and publish effective content as relevant to the appropriate target markets. 2.10 Develop and implement a Digital Strategy as an
integrated part of the Marketing Services activity. 2.11 Manage a small digital budget for the Marketing Services Team. 2.12 Deputise for the Tourism and Marketing Services Manager and/or Cultural Services at a corporate level and externally where appropriate. 2.13 The post holder will be responsible for supervising; mentoring and the developing the digital skill set of the team, in particular the Digital Marketing Officer, who you will have line responsibility for. 2.14 Undertake appropriate digital training and development for the other members of the Marketing Services Team 2.15 Establish best practice guidelines for social media activity within Culture and Tourism and establish the appropriate mechanisms for monitoring and ensuring compliance. JOB WORKING CIRCUMSTANCES The postholder will be expected to: General duties 1. To assist in the development of initiatives, e.g. Investors in People; Performance Management and Appraisal; Continuous Professional Development, etc. 2. To ensure that all activities are operated in accordance with Council policies and procedures. Health and Safety Responsibilities 1. The post holder shall, while at work, take reasonable care for the health, safety and wellbeing of themselves and of other persons who may be affected by their acts or omissions 2. The post holder shall comply with the provisions of the Health and Safety at Work etc Act 1974, and regulations made under that Act relevant to their work activities 3. The post holder shall fulfil their responsibilities for health and safety as detailed in the City and County of Swansea Health and Safety Policy and its arrangements.
P E R S O N S P E C I F I C A T I O N ROLE CRITERIA NO.1 EDUCATION, QUALIFICATIONS & TRAINING A good standard of education, preferably to degree level, with a marketing discipline or Chartered Institute of Marketing (CIM) Diploma in Professional Marketing or CAM Diploma in Digital Marketing A member of the CIM Chartered Postgraduate Diploma in Marketing. Evidence ROLE CRITERIA NO.2 All certificates to be provided at interview for validation. SKILLS /TECHNICAL / PROFESSIONAL COMPETENCE At least 3 years practical digital marketing experience in a product or service led industry Experience of leading a digital marketing team Demonstrate a track record of effective marketing planning Highly developed verbal and written communication skills Highly organised and efficient with excellent attention to detail Ability to effectively prioritise workload and meet deadlines Ability to work positively with people at all levels both in the organisation Demonstrate evidence of Continuous Personal Development Evidence Valid certification and/or registration/cpd ROLE CRITERIA NO.3 EXPERIENCE Proven track record of working in a marketing environment in either a private and/or public sector Experience of developing and delivering digital marketing campaigns Experience of implementing and managing social media accounts and advertising campaigns Experience of compiling and using website analytics for reporting. Experience of marketing research and project management Experience of working effectively alone or as part of a
Evidence ROLE CRITERIA NO.4 wider integrated marketing team Experience of managing external suppliers Experience of working to financial and non-financial deadlines At interview, then in post COMPETENCIES & ABILITIES 1.Can make analytical decisions based on a variety of information presented and in line with Council policies and procedures 2. Is a proficient user of the latest software and web based systems needed to perform the digital marketing role effectively 3. Can effectively and efficiently deal with colleagues in a professional manner 4. Has excellent time management skills 5. An ability to develop professionally Evidence At interview, then in post
ROLE CRITERIA NO.5 COMMITMENT TO EQUAL OPPORTUNITIES Candidates will demonstrate that all activities are undertaken in accordance with the Equalities Act 2010 and the City and County of Swansea s Equal Opportunities Policy and Procedures. Evidence At interview, then in post ROLE CRITERIA NO.6 CURRENT DRIVING LICENCE Evidence To be produced at interview and on request. ROLE CRITERIA NO.7 OTHER REQUIREMENT (1) Use of own car: Should the post holder have a disability and/or be unable to drive, then they may seek alternative means of transport/assistance, which must be an effective and cost effective method of travelling Evidence Evidence the post holder is appropriately insured for business purposes to be provided annually ROLE CRITERIA NO.8 OTHER REQUIREMENT (2) Use of land line telephone Evidence At interview, then in post HEALTH SURVEILLANCE & MONITORING: SAFEGUARDING: DISCLOSURE & BARRING SERVICE (DBS): REVIEW/ RIGHT TO VARY: LINE MANAGER: POST HOLDER: This post will require the post holder to take part in Health Surveillance and Monitoring procedures. The Authority is committed to safeguarding and promoting the welfare of children and young people and expects all staff and volunteers to share this commitment. THIS POST REQUIRES THE POSTHOLDER TO HAVE THE LEVEL OF DBS DISCLOSURE AS INDICATED BELOW: Standard DBS Disclosure Application Enhanced DBS Disclosure Application No DBS Disclosure Application This Person Specification is as currently applies and will be reviewed regularly according to the Employee Performance Management Review Policy and the Performance Development Review and Appraisal process. The Job and Person Specification may be subject to other Variance within the remit of the Role Profile. SIGN OFF DATE: DATE:
DISCLOSURE AND BARRING SERVICE (DBS) DISCLOSURE CHECKS The Disclosure and Barring Service (DBS) has been introduced as a result of Part V of the Police Act, 1997 and will replace the current system of police checking (see attached notes). It should be noted that this post requires a Standard/Enhanced level of disclosure. Further information about the Disclosure Scheme is available at www.homeoffice.gov.uk/agencies-publicbodies/dbs/ or by contacting the Employee Vetting Team at the Guildhall, Swansea SA1 4PE. This service enables organisations in the public, private and voluntary sectors to make safer recruitment decisions by identifying candidates who may be unsuitable for certain work, especially that involve children or vulnerable adults. The DBS was established under Part V of the Police Act 1997 and was launched in March 2002. The DBS can issue 5 levels of Disclosure Certificates, depending on the position applied for, namely Standard, Enhanced, Enhanced with ISA check (children), Enhanced with ISA check (adults) and Enhanced with ISA check (children and adults) Prospective applicants should be aware that before any offer of appointment is confirmed the successful candidate will be required to complete an application for the appropriate level of disclosure; the Authority will provide the relevant DBS Application Forms. Proof of the successful candidate s identity will also be required in the form of the following: Passport, Driving Licence, Birth Certificate and Utility Bills. The Authority actively promotes equality of opportunity for all existing employees and prospective applicants. Candidates are selected on the basis of skill, qualifications and experience, and their match against the Person Specification. A criminal record will not necessarily bar applicants from working with the Authority. It will depend on the nature of the position and the circumstances and background of the offence. The Authority has a written Policy on the Recruitment of Ex-offenders, which complies with the DBS Code of Practice, and undertakes to treat all applicants fairly. The DBS s Code of Practice; the Authority s Policy on the Security of Confidential Disclosure information and; information on the Rehabilitation of Offenders Act 1974 is available from the Employee Vetting Team, Room 214, The Guildhall, SWANSEA SA1 4PE; Telephone 01792 637795 Further information about the DBS can also be found at www.homeoffice.gov.uk/agencies-public-bodies/dbs/