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Job description Job Title: Division: Department/Region/Section: Location: Reports to: Responsible for: Grade: 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 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 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 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 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 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 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 ● 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 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