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DIGITAL MARKETING OFFICER
Job Description & Person Specification
Appointment:
Digital Marketing Officer
Responsible to:
Digital Marketing Manager
Hours of Work:
37.5 hours per week
Location:
Leicester
Main Purpose of the Job
The Digital Marketing Officer is responsible for supporting the Digital Marketing Manager. Their
day to day duties can involve, but are not limited to, posting online content, implementing SEO
strategies, delivering email campaigns and monitoring all online activity. They will also provide
digital marketing support to our branches and internal departments.
Role definition
Primary Responsibilities
Digital Marketing
 Under the direction of the Digital Marketing Manager, to assist in the creation, management
and monitoring of all content for the association’s websites, email and social media
platforms, ensuring they are relevant, current and focused
 To implement improvements to the usability, design, content and conversion of the
Association’s websites
 To support in the delivery and monitoring of effective digital marketing campaigns using
website pages, SEO, PPC, social media and e-surveys
 To assist in the delivery of email marketing campaigns, including transmission, data
management and reporting
 To post content on our social media platforms and to report on activity of all platforms,
including those of our branches
 To compile reports on all statistics relating to the website, the effectiveness of all digital
marketing activity, customer research, market conditions and competitor data
 To administer reciprocal links, Google Adwords and our online forums
 To provide support for the Association’s branch websites and social media platforms and
to help monitor their activity
Digital Content
 With the direction of the Digital Marketing Manager, assist in the sourcing, writing, editing
and publishing of engaging content for our websites, social media platforms, e-newsletters
and other digital channels
 To monitor press activity and online discussions relating to key RAF news stories
 To monitor online discussions about the RAF and the Association
E-commerce
 To assist in the administration of the e-commerce and Ebay stores when required
 To report on e-commerce store analytics when required
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Knowledge and Skills
 Required to attend all mandatory training identified by the Digital Marketing Manager or
RAF Association
 Expected to demonstrate a commitment to their own development, to take advantage of
education and training opportunities and develop their own competence
 Required to work within RAF Association policies and procedures
Communication and Relationships
 To provide excellent customer support to internal and external users, recommending
responses to enquiries and escalating complaints to the Digital Marketing Manager
 Building strong and positive relationships with key people across the Association and
within external organisations
 Required to participate in and contribute as appropriate to team meetings
 Required to co-operate and liaise with departmental and inter-departmental colleagues
People Management
 This role has no direct line management responsibility
 To aid in the guidance of our branch and volunteer network on the use of websites and
social media
 To support the Association’s staff in the use of digital channels and publishing tools within
established guidelines
Decision Making and Problem Solving
 To interpret and analyse digital statistics and make recommendations to the Digital
Marketing Manager
Financial and Physical Responsibilities
 To work with our digital marketing suppliers and to ensure their financial and campaign
reports are produced on time
 To track and report on the media spend for campaign budgets
Information
 To monitor all digital performance tracking metrics and produce reports
Working Conditions
 Required to work on occasions at Association functions and other events at weekends
and evenings for which time off in lieu may be granted
 Required to work longer working days on occasions for which no overtime is payable
 Being flexible within the broad remit of the post
Physical/Mental Effort
 This post will require periods of intense concentration
Health and Safety Responsibilities
All employees are responsible for:
 Taking care of their own safety and that of others;
 Ensuring that products, plant, equipment, vehicles and buildings are not damaged;
 Complying with our health and safety policy, procedures and instructions;
 Reporting to their Line Manager any hazard, accident, damage, concern or defect in order
that remedial action may be undertaken; and
 Undergoing any training or instruction to enable them to work competently and safely.
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Other
This job description outlines the main functions and responsibilities of the post. The post holder
may be required to undertake additional duties as required, commensurate with the level of the
job.
Training requirements
One of the objectives of the Association is to build an organisation based on quality. Accordingly,
there will be an ongoing need to review the training requirements of staff to meet the changing
demands of the organisation. Training requirements will be discussed at review meetings.
Review procedures
There will be an annual review of the post and job contents. In addition there will be an interim
review six months after the annual review.
Key Performance Indicators
Annual Key Performance Indicators will be defined by the Secretary General. These are
cascaded to relevant Directors who will inform staff of their own objectives and assess these in
an annual appraisal.
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DIGITAL MARKETING OFFICER
Person Specification
Essential
Desirable
Education /
Qualifications
Educated to at least NVQ level in
digital marketing or equivalent
experience
Degree in digital marketing or
similar
General
Knowledge and
Experience
Experience of working on digital
marketing within an organisation
Knowledge of the UK charity
sector
Basic knowledge of using Google
Adwords, email marketing platforms,
PPC and social media advertising
services
Knowledge of the Royal Air
Force, its structure and its
history
Experience of using social media in a
business environment
Experience of administering company
websites
Awareness of the work of the
RAF Association
Experience of administering an
e-commerce or Ebay store
Experience of online research
Interest in current and emerging digital including competitor analysis,
technologies and trends
market conditions and
customer research
Digital Content
Experience
Web copy writing and proofing skills
Experience of creating and posting
effective and engaging digital content
Technical
Experience
Good understanding of web content
management systems
Understanding of the basic principles
of SEO
Some graphic design skills
Some understanding of coding
for the web, including HTML
Knowledge of Wordpress
Knowledge of PPC and other online
advertising media
People
Management
Experience of providing support to a
diverse range of stakeholder groups
Communication
and
Relationships
Able to effectively communicate
information and ideas verbally
Ability to shoot and edit video
content for online campaigns
Experience of managing
agencies
Able to build and maintain
relationships with internal and external
stakeholders
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Decision Making
& problem
Solving
Finance
Information
Working
Conditions
Highly organised with the ability to
manage multiple tasks
Creative thinker with the ability to spot
a problem and suggest a solution
Able to effectively track campaign and
advertising spend
Knowledge of online research
including competitor analysis, market
conditions and customer research
Basic understanding of digital metrics
including Google Analytics
To be prepared to work, on occasions,
weekends and evenings not normally
worked, at Association functions and
events that take place throughout the
UK
To be prepared to undertake some
unpaid overtime on occasions
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