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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 Document1 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 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 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 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 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. Document1 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 Certify satisfactory contract performance from clear specifications to allow payment by someone else Exercise spending authority for a narrow range of expenditure types (e.g. software) 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 Document1 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 Document1 DATE: May 2015 ORGANIZATION CHART 20151030_SO4450_JD 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. Preference may be given to candidates with a Certificate in Internet Marketing or a related discipline. 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