Download Digital Marketing Manager Job Description

Job description
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1.
Digital Marketing Manager
Marketing and Communications
Digital Media
Southwater, HQ
Head of Digital Media
Digital Marketing Officer
MS3
Purpose of the job
Develop innovative digital marketing campaigns and content that recruits supporters,
drives engagement and delivers ROI to support our campaigns, communications,
education, rehoming, fundraising and other relevant divisions.
2.
Dimensions
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Lead the RSPCA digital marketing strategy, developing channels, campaigns and
content to support divisions across the RSPCA including campaigns,
communications, fundraising, enterprise, rehoming and education.
Manage paid social, paid search, SEO and partnerships to drive supporters to
our website and engagement with our campaigns via digital channels.
Manage digital marketing projects and relationships with external suppliers.
Work collaboratively with relevant departments to integrate digital marketing
techniques into their strategies.
Champion digital marketing best practice and continuous advancement by
exploring and introducing new digital marketing channels, training and inspiring
team members across the business.
Support RSPCA branches in understanding and utilising digital marketing
techniques.
Analyse all activity and present results and performance to the senior
management team.
Line manage the Digital Marketing Officer.
3.
Principal Accountabilities
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Deliver digital campaigns, content and communications strategies to attract and
retain supporters and drive action on campaigns, donations, education,
rehoming, volunteering, e-commerce and for all relevant RSPCA initiatives.
Strategy
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Develop digital marketing strategies to support divisions across the RSPCA
including fundraising, campaigns, enterprise, rehoming, education and
communications.
Explore and introduce new digital marketing channels, championing digital
marketing best practice and continuous advancement by training and inspiring
team members across the business.
Lead the strategy for search marketing (SEO and PPC) and for retargeting,
display and new digital marketing techniques.
Lead the digital supporter acquisition strategy and identify opportunities to test
and optimise campaigns across online touch points.
Collaborate with the Social Media Manager on paid social strategy and with the
eCRM Manager on segmenting audiences and creating efficient user journeys.
Develop the strategy for telling the RSPCA story across digital communications
channels.
Support the branches in strengthening their digital marketing activities.
Conduct regular audits of our digital marketing channels to inform changes and
developments to our campaigns and content.
Collaborate with the press team to develop a digital PR and influencer outreach
strategy.
Delivery
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Implement and oversee paid social, paid search (PPC) and search engine
optimisation (SEO) activities, in collaboration with the Website Manager and
Social Media Manager.
Manage relationships with third party agency partners, internal designers and
content producers, and work closely with web, email and social media teams,
with the goal of improving conversion rates and increasing lead generation.
Develop campaign and project plans with clear timescales, scope, skills and
effort required aligning with the Digital Media team and relevant teams across the
business including IT, fundraising, campaigns and education.
Manage paid social, paid search, SEO and partnerships to drive supporters to
our website and engagement with our campaigns via digital channels.
Manage customer acquisition budget, taking accountability for the cross-channel
cost per acquisition targets.
Manage digital marketing projects and relationships with external suppliers,
implementing the digital campaign planning process alongside the website, email
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and social media teams.
Build working relationships with stakeholders across the business and work
collaboratively with relevant departments to integrate digital marketing techniques
into organisation wide marketing strategies.
Conduct digital influencer mapping and manage relationships with bloggers and
online partners to amplify our messages, in collaboration with the press team.
Develop digital campaign and content templates for branches to use to develop
their digital communications.
Share digital marketing best practice with the RSPCA network, including
branches, to maximise our return on investment and ensure a consistently firstclass online space.
Ensure that all digital marketing channels contain accurate, current and engaging
content and design in keeping with the RSPCA brand identity.
Line manage the Digital Marketing Officer.
Reporting & Analysis
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Produce monthly reports and ongoing analysis of digital marketing campaigns
and implement changes needed to improve performance.
Maximise digital media effectiveness by setting measurement criteria and
providing reports to campaign project managers.
Devise, manage and implement testing programmes, working with external
agencies where appropriate.
Feed insight and ideas based on project and activity evaluation into the process
of planning and delivering new digital activities.
Collate weekly status updates for discussion with Head of Digital Media.
Undertake any other duties as requested.
While at work all staff are required to
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Take care of their own health and safety and that of others who may be affected
by their acts and omissions.
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Co-operate with Society policies and procedures for health and safety
4.
Knowledge, skill and experience
Please refer to the attached person specification (Appendix A).
5.
Organisation
6.
Job Context
The post holder will work within the digital media team to ensure the smooth running of
projects, ensuring the highest quality of deliverables within agreed times and costs. The
post holder will be expected to demonstrate strong leadership skills and an ability to
communicate, task and work effectively with clients, content and design specialists and
technical specialists.
Work may be assigned to the post holder by the Head of Digital Media.
Once assigned, work will be relatively unsupervised. The post holder will be expected to
manage their own workload and take the initiative to ensure that projects are initiated
and completed satisfactorily - leading and liaising with other members of the project
team, clients and 3rd parties, as necessary, to ensure requirements are understood and
deadlines are met.
Any decisions that may have budget implications or significantly delay the launch of a
project should be referred to the head of digital media.
7.
N/A
Additional information
This job description is a statement of the job content agreed at October 2016. It should
not be seen as precluding future changes.
Job holder’s signature: ………………………………..
Date: …………………………
Line manager’s signature: ………………………………
Date: ………………………….
APPENDIX A
Person Specification for Digital Marketing Manager
Criteria
Essential
Desirable
Professional/Technica
l Qualifications
Degree in related
subject or equivalent
A marketing
qualification
Experience & Job
Knowledge
First-hand experience
of digital marketing
strategy development
Charity digital
marketing experience
Line management
experience
Practical knowledge
of Data Protection
legislation
Financial
management of digital
projects
Working knowledge of
copyright and Data
Protection legislation
Skills &
Competencies
Excellent verbal and
written communication
and negotiation skills.
Strong presentation
skills
Account management
skills.
HTML skills
Experienced user of
content management
systems
In depth
understanding of SEO
and PPC.
Use of website
tracking analysis
software to measure
and drive marketing
applications
Used to working
accurately under
pressure and meeting
deadlines
Personal Qualities
Keen interest in and
awareness of digital
media and new
technologies
Creative approach to
digital marketing
Client/customer
focussed approach to
delivering solutions
Ability to work on own
initiative
Evidence of building
strong and
maintaining effective
working relationships
Team worker
Special
Circumstances
Ability to undertake
some UK travel
including occasional
overnight stays
Comfortable around
dogs
Interest in animal
welfare
Sympathetic to the
aims of the RSPCA