JOB DESCRIPTION Job Title: Division: Department/Region/Section: Location: Reports to: Responsible for: Grade: Ecommerce Executive Corporate Development Enterprise Headquarters Ecommerce & Mail Order Manager n/a MS1 1. Purpose of the job The Ecommerce Executive is a vital part of the day-to-day operation and growth of the Ecommerce & Mail Order business. The role is focused on driving online sales through digital marketing, assisting with seasonal catalogues and customer service. 2. Dimensions RSPCA Enterprise is tasked with generating revenue for the Society through commercial activity. Products are developed and sold via RSPCA Shop Online, RSPCA SHOP mail order catalogue, to RSPCA animal centres and branches, and FMCG wholesale customers. RSPCA Shop Online sells pet products, gifts and cards to tens of thousands of customers each year Fundraising Goods range supplied to the national network of 160+ RSPCA Branches, 70+ Animal Centres and 300+ Shops RSPCA SHOP catalogue distributed to up to 1 million supporters annually RSPCA brand products stocked in national grocery chains and other major multiple retailers 3. Principal Accountabilities Day-to-day running of shop.rspca.org.uk including creating and updating content, investigating issues and monitoring site performance. Assist in the planning and implementation of marketing, including digital, promotional and direct mail activities. Execute digital marketing campaigns across PPC, SEO and all other channels to increase sales. Create brilliant content for Social Media across the society s profiles.
Regular analysis and reporting on key metrics including item and category sales, traffic, conversion, RFM, performance of SEO, content and email. Assist with project management of the design, photography, print, distribution and direct mailing of catalogues to drive sales online. Control and execute all email activity in line with the marketing calendar, including copywriting, briefing on design, segmentation, split testing, personalisation. Build relationships with external parties, including the website development agency and fulfillment house to ensure objectives are understood and met. Respond to emails and escalated post or phone customer service enquiries referred from the Customer Care Team. Monitor fulfilment performance and customer satisfaction including regular reporting, operations meetings, surveys and constant development of the customer care process. Support the Product Team with merchandising and product uploads and ensuring supply of product. In conjunction with the Product Team, upload products, manage orders and promote sales through marketplace and other external channels such as EBay, Amazon. Execute promotional activity to agreed budgets. Monitor competitors and the wider ecommerce industry, make recommendations for innovation and improvements to the RSPCA offering. Attend occasional meetings and events representing the department. While at work all staff are required to: Take care of their own health and safety and that of others who may be affected by their acts and omissions. Co-operate with Society policies and procedures for health and safety. 4. Knowledge, skill and experience Please refer to Appendix A 5. Organisation Please refer to the attached organisational chart (Appendix B). 20-Apr-15 Page 2
6. Job Context The post is responsible for prioritising own workload and portfolio of relationships as agreed with line manager. Responsible for managing relationships with third party contacts Responsibility for sign-off of marketing strategy, catalogues and product range sits with the Ecommerce & Mail Order Manager. Liaison with other RSPCA departments in order to ensure all communications further RSPCA aims and ideals. 7. Additional information The post holder will be required to undertake planned travel to meetings, conferences, and events which will involve occasional overnight stays. The post holder will be required to provide support to the Ecommerce & Mail Order Manager on Ad-hoc projects and for events and projects that are undertaken by the Retail Trading and Licensing Team. This job description is a statement of the job content agreed at April 2015. It should not be seen as precluding future changes. Job holder s signature:.. Date: Line manager s signature: Date:. 20-Apr-15 Page 3
Person Specification for Ecommerce Executive APPENDIX A Criteria Essential Desirable Professional/ Technical Qualifications Educated to A level standard GCSE pass at grade C or above in English and Maths or equivalent or able to demonstrate similar literacy and numerical aptitude Undergraduate Degree CIM diploma or equivalent Google Analytics Certification Experience & Job Knowledge 2 years experience in ecommerce or digital marketing Experience implementing a successful SEO strategy Understanding of the ecommerce customer journey Marketing via Facebook, Twitter, bloggin, Pinterest and other social channels Experience managing successful PPC campaigns Merchandising Customer service or sales experience Working with external agencies briefing on web development Affiliate programs Display advertising and remarketing Management of marketplace sales channels such as Ebay and Amazon 20-Apr-15 Page 5
Skills & Competencies Personal Qualities Special Circumstances (if any) Use of a CMS to update content Copywriting for products and/or marketing Running key reports from Google Analytics Solid Excel user Excellent attention to detail Analytical and able to adapt to new software applications easily Excellent team player willing to pitch in and support colleagues, share knowledge and promote a spirit of mutual respect and support Creative thinker with eye for design Hardworking and commercial Confident to liaise with others at all levels Able to multitask and prioritise a complex workload Willingness to undertake planned travel including overnight stays and weekend working. Photoshop or similar photoediting skills HTML skills Knowledge of Powerpoint Able to present complex ideas in a clear and confident way Managing a Magento website platform Awareness of RSPCA s aims and objectives UK driving license 20-Apr-15 Page 6
APPENDIX B 20-Apr-15 Page 7