Download Ministry Responsible for Liquor Distribution

POSITION DESCRIPTION
Ministry Responsible for Liquor Distribution Branch
BC Liquor Distribution Branch
POSITION TITLE:
Digital and Web Marketing Specialist
DIVISION:
(e.g., Division, Region, Department)
Retail Operations
UNIT:
(e.g., Branch, Area, District)
Marketing
APPROVED CLASSIFICATION
SUPERVISOR’S TITLE:
SUPERVISOR’S CLASSIFICATION:
CO R18
Director Marketing
Business Leadership
POSITION
NUMBER(S):
SO4450
SO4450
LOCATION:
CLASS CODE
POSITION
NUMBER
PHONE NUMBER:
SO7000
604-252-3238
PROGRAM
The Liquor Distribution Branch (LDB) is one of the largest distributors and retailers of beverage alcohol in Canada,
generating a net income of approximately $935.2 million on annual sales of approximately $3.1 billion. The Branch
operates approximately 200 retail stores across the province, oversees the operations of Rural Agency Stores and has
the role of wholesaler to approximately 700 private liquor retail outlets and 8,000 licensed establishments. The LDB is a
unique government entity that operates with similar independence to a Crown Corporation under the direction of a
General Manager.
PURPOSE OF POSITION
Reporting to the Director Marketing, the Digital and Web Marketing Specialist is responsible to identify options, determine
business requirements for development, lead projects, implement and manage innovative and effective online (web
based), social media and digital marketing tools in support of Branch overall web goals and overall strategy.
NATURE OF WORK AND POSITION LINKS
The Digital and Web Marketing Specialist works in a dynamic, results-oriented environment with frequently changing
issues and priorities. To fulfil its responsibilities and achieve the goals and objectives of the Director and the LDB, the
position must develop and maintain extensive relationships:
 Provides expertise on web and digital media options; provides marketing input and recommendations on the
acceptance or rejection of RFP’s; to obtain approval on advertisement mediums, ad design, draft copy and online
responses
 Development Agency: provides clarification/ direction on detailed development requirements; reviews and
approves final products
 Branch Departments: to obtain/ clarify communication requirements; advises on best options to maximize
exposure in the utilization of digital media; provides expert utilization advice to users; obtains approval on edited
written copy
 Information Technology Department: provides project requirements and obtains detailed technical specifications
for approved projects; identifies internet data requirements, initiates daily extraction from corporate data base,
tests, confirms readiness for web or digital production and verifies success of implementation; to identify and
resolve problems
 Non-Liquor Purchasing: provides subject matter expertise on marketing content for RFPs
 Liquor Suppliers’: to obtain product images and tasting notes
SPECIFIC ACCOUNTABILITIES / DELIVERABLES
Overall, identifies and recommends marketing strategies for the online, mobile and social mediums that
achieve Branch marketing and communications goals.
Web Content Strategy and Development
 Develops new and existing content for organization’s intranets, extranet and retail consumer websites.
Recommends online and mobile site enhancements; determines requirements for site enhancements including
but not limited to new and existing services, features and functionality.
 Acts as the editor of the website, reviews content for appropriate authorization, ensures content adheres to
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branding and editorial style guidelines. Drafts marketing campaign copy and edits other written copy for online
mediums
Develops, maintains and enforces editorial style guidelines for web content.
Develops content information architecture for online and mobile sites.
Leads training efforts for content contributors to increase their knowledge of the CMS and new website features,
utilization of SW, search options and preparation of materials utilizing style guide
Develops advertising opportunities for online and mobile sites. Determines avenues of opportunity for revenue
generation online and via mobile site.
Leads web development projects; provides specifications and requirements to developers; makes decisions on
development options; reviews QA reports and issues to confirm the stability and reliability of desired
functionalities; performs user scenario testing to ensure requirements are met (e.g. links between pages to
ensure proper functioning) ; identifies problems for resolution, determines solutions and / or approves for
implementation.
Develops business requirements for the user interface requirements specifications (i.e. design, functionalities,
features, login abilities, colours, look and feel, user views, and priorities); reviews proposed changes to
specifications from developers, analyses impacts and approves revisions.
Develops test cases and performs user acceptance testing; analyses results and feedback from sample users;
recommends solutions; analyses overall results; approves migration to production; performs post implementation
reviews to ensure satisfactory receipt of deliverables.
Drafts content for requests for proposals for required web design and development services. Defines criteria for
selection of potential service providers, makes recommendations on service providers.
Performs other related duties as required
Social Media/Mobile/Online Advertising
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Develops social media marketing strategy; leads strategic research into the use of social media for the Branch’s
marketing and communications goals. Recommends types of social media tools for the Branch use.
Researches social media tools (e.g. social networking and micro blogging sites and services, social bookmarking
sites).
Leads set-up and completion of social media applications for the Branch and supervision of overall
implementation with outside IS support
Directs social media content; recommends responses, identifies required resources, communications workflow
and schedule.
Analyzes and reports on social media mentions and engagement; recommends avenues of opportunity for best
online branding efforts, direction and integration with the overall branch marketing mix.
Leads the development of approved projects (e.g. timeframes, deliverables and outcomes) and obtains detailed
technical specifications (e.g. platforms, operating system) for applications (e.g. mobile applications, e-mail
subscription tools, performance measurement) and subsequent support.
Data Analysis
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Analyzes and reports web usage statistics to determine areas of improvement, opportunities and to recommend
new or modifications to existing services, features and functionality. Analyses of web and digital media usage
statistical data; monitors customer input and online conversations and prepares responses/solutions for
respective medium.
Analyses, identifies trends and develops reports and recommendations to improve site(s) usability and
administration and facilitate advertising sales
Brand Marketing
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Develops and maintains a knowledge of the branch’s branding strategy, in-store marketing programs, social
responsibility programs, retail customer experience targets, trends in product sales and overall market social
media approaches
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Analyses and identifies new broadcast mediums to provide more timely dissemination of information, facilitate
increased two-way communications, engage customers in branch campaigns and facilitate ease of customer
feedback to branch marketing initiatives; Develops and recommends branch user guidelines on content topics,
language, tone, length of copy for approved social network mediums
Performs research of mobile, online and social media marketing trends. Recommends strategies that adhere to
overall Branch marketing strategy.
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Plans implementation of mobile, social emedia and web marketing.
Make presentations to mid-managers and internal stakeholders on trend analysis and overall strategy
FINANCIAL RESPONSIBILITY
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Certify satisfactory contract performance from clear specifications to allow payment by someone else
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Exercise spending authority for a narrow range of expenditure types (e.g. software)
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Solicits supplier advertising for Web site or mobile applications
DIRECT SUPERVISION (i.e., responsibility for signing the employee appraisal form)
# of Regular FTE’s
Role
# of Auxiliary FTE’s
Directly supervises staff
Supervises staff through subordinate supervisors
PROJECT /TEAM LEADERSHIP OR TRAINING (Check the appropriate boxes)
Role
# of FTE’s
Supervises students or volunteers
Lead project teams
Coaching
Role
# of FTE’s
Provides formal training to other staff
**
Assigns, monitors and examines the work of staff
Provides ongoing coaching to department team
members to expand knowledge and for utilization of the
content management systems
** Explain contract standards and requirements to contractors at the work site
SPECIAL REQUIREMENTS
Almost always keyboarding (over 70%)
Occasional Overnight Travel
Almost always focussing visual attention to computer screens or printed material
Frequent designing layout patterns
TOOLS / EQUIPMENT
Computer and standard office software
Proficient in graphic design software, including Adobe Creative Suite (Photoshop, InDesign, Illustrator, Acrobat) and all
MS Office programs on PC platforms
Proficient in Dreamweaver (editing SW) and Visual Source Safe (source control SW)
WORKING CONDITIONS
Standard Office Environment
WORK EXAMPLES
Currently:
1. Interactive internet Web site
2. Internal intranet for employees
3. Planned expansion per following samples
Samples
A. Design an interactive component on the web site with a login for customers; allows customers to set up a space on the
Web site (online journal) to track purchases, save info about those purchases from the DB (such as reviews, tasting
notes, producer information), input their own comments and access the information via their smart phones wherever they
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are.
Duration: 6 months
Costs: unknown
Impacts:
 Increased feedback from customers for purchasing, marketing
B. Mobile Device Application (e.g. iPhones, Blackberries, iPad, Palm Pilots) to allow customers to access info about
products and at what stores they are available. Solicits supplier advertising. Once set up there can be user problems, etc
and must monitor and identify improvement options
COMMENTS
PREPARED BY
NAME:
DATE:
Paulette Parry
May 2015
EXCLUDED MANAGER AUTHORIZATION
I confirm that:
1. the accountabilities / deliverables were assigned to this position effective: May 2015.
2. the information in this position description reflects the actual work performed.
3. a copy has / will be provided to the incumbent(s).
NAME:
SIGNATURE:
Paulette Parry
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DATE:
May 2015
ORGANIZATION CHART
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STAFFING CRITERIA
Education & Experience:
 Recent experience with online marketing, Graphics & Desktop Publishing programs (e.g. Photoshop, Adobe
Acrobat, InDesign) and with a Content Management System tool (e.g. Drupal) OR and equivalent combination of
training and experience may be considered.
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Preference may be given to candidates with a Certificate in Internet Marketing or a related discipline.
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Preference may be given to candidates with hands on experience monitoring social media and online
advertisement
Knowledge:
 Knowledge of the principles and practices of marketing and advertising of consumer goods
 Knowledge of marketing using Social Media tools
 Knowledge of the use of mobile device applications
 Knowledge of Web site design, development and publication processes
Skills and Abilities
 Ability to manage multiple priorities and produce results within deadlines
 Good analytical and judgement abilities
 Well developed written and oral communication and inter-personal skills
 Ability to work independently and as a member of a diverse team, where productive relationships are developed
and maintained
 Attention to detail
 Ability to link long-range visions and concepts to daily work
COMPETENCIES
Service Orientation: ensures professional and courteous service, follows through on customer inquiries, requests,
complaints, keeps customers up-to-date about progress of projects and takes personal responsibility for correcting
customer service problems.
Results Orientation is a concern for surpassing a standard of excellence. The standard may be one’s own past
performance (striving for improvement); an objective measure (achievement orientation); challenging goals that one has
set; or even improving or surpassing what has already been done (continuous improvement). Thus, a unique
accomplishment also indicates a Results Orientation.
Teamwork and Cooperation: encourages and empowers others and acts to promote good morale and cooperation
within the team.
Analytical Thinking is the ability to comprehend a situation by breaking it down into its components and identifying key
or underlying complex issues. It implies the ability to systematically organize and compare the various aspects of a
problem or situation, and determine cause-and-effect relationships ("if...then…") to resolve problems in a sound, decisive
manner. Checks to ensure the validity or accuracy of all information.
Partners with Stakeholders is the desire to work co-operatively with all stakeholders to meet mutual goals. It involves
awareness that a relationship based on trust is the foundation for success in delivering results.
Innovation indicates an effort to improve performance by doing or promoting new things, such as introducing a previously
unknown or untried solution or procedure to the specific area or organization.
20151030_SO4450_JD