FUNCTION: Digital Trading / DEPARTMENT: Digital Trading
JOB PURPOSE:
- To deliver the commercial objectives of National Gallery Company Limited (NGC) digital trading channels in line with the company’s brand valuesto ensure that NGC achieves a sector leading reputation in this area
- Responsible for all aspects of the digital trading channelsincluding defining the strategic direction of the websites, business planning, fulfilment and digital marketing strategy
- To manage the eCommerce platform agency, resolving any day-to-day issues and driving web development projects
- To deliver excellence in service standards,ensuringcompliance with legal requirements and the needs of the business, to safeguard NG image rights and NGC intellectual property rights and be a proactive member of the NGC management team and digital champion.
Key
Accountabilities /
Key Activities / Decision Areas
- WebsiteManagement
- Manage website agency relationships including support contracts, infrastructure and web development project delivery
- Responsible for monitoring, analysing, and reporting on data relating to the performance of websites to understand the customer journey and improve conversion
- Continually develop websites to improve performance
- Continually develop new routes to market to facilitate growth
- Liaise with buying and publishing managers to plan the online catalogue
- Work with Marketing Manager on planning for online marketing campaigns and promotions
- Work with Marketing Manager on defining and implementing online brand guidelines
- Quality control for all online content including design, copywriting and photography
- Hands on support for team in making changes to the websitesas required
- Customer Care
- To create and champion a customer focussed approach in the digital team, develop and maintain agreed service levels
- Responsible for all customer service issues relating to the websites, picture library, filming and other digital trading activities
- Continually review and improve service standards - internal and external (e.g. warehouse SLAs and courier contracts)
- Manage internal (NG) and client (e.g. Picture Library agencies) relationships for mutual benefit
- Leadership and PeopleManagement
- To develop effective performance of the Digitalteam through strong leadership, performance management, personal coaching andtraining with the support and agreement of the HR Manager and Directors
- To establish and measure performance against clear team and personal objectives which arein line with departmental and business objectives as well as personal development requirements
- To ensure compliance with the Company’s HR Policies and Procedures
- To ensure good communication exists within the team
- Resource Management
- To monitor and review resource requirements across Digital to ensure staffing is appropriate to the needs of the business; to make recommendations on resource management to the TradingDirector
- To proactively manage a growing area of the business, ensuring adequate cover, career progression and efficiency
- To liaise with Merchandise Manager on stock of items advertised on the website, with NG re. availability of locations for filming and external partners on use of image rights
- To ensure that resource requirements are adequately met at all times, with sufficient cover in times of sickness or holiday to ensure the smooth running of the on line operations
- To take responsibility for maintaining key resource and people management procedures e.g. recording sickness and absence and holidays
- Budgeting
- Plan annual trading revenue and costs budget in liaison with Trading Director
- Ensure digital trading overhead budget is adhered to
- Plan and manage digital marketing spend in liaison with Marketing Manager
- Financial and Asset management
- Develop short and long term strategies for online growth, ensuring that all available routes to maximising potential are exploited and bringing digital revenue in line with expectations
- To plan the annual digital trading revenue and overhead budget and contribute to three year business planning in conjunction with the TradingDirector
- To effectively use relevant management information to inform day to day online operations, as well as the business planning and decision making process
- Analyse and optimise online advertising (associated spending) strategy
- Track and evaluate returns on third party image right agreements
- Marketing
- To work closely with NGC’s Marketing Manager to plan digital marketing campaigns
- Execute all digital marketing activities including email campaigns, SEM and affiliate management
- Responsible for monitoring, analysing, and reporting on digital marketing campaigns
- Manage digital marketing agency relationships including email service provider and affiliate network
- Ensure NGC brand guidelines are adhered to at all times
- To support National Gallery Press, Brand Associations and Development on appropriate events where there is opportunity for Digital Trading to increase its profile
- Systems and Procedures
- To ensure all relevant technicalsystems and procedures are understood and implemented by team
- To review efficiency of systems and procedures regularly
- To maintain effective checks to ensure correct procedures are operated with regard towebsites
- Security
- To ensure that NGC offers secure online facilities
- To ensure customer datais properly stored and all Data Protection Act requirements are met
- To ensure that image rights are protected and access is managed properly
- General
- To participate in formal meetings with NGC Directors and Management team on a regular basis
- To attend NGC Board meetings as required
- To attend NG meetings as required
- To ensure that all Digitalstaff adhere to Health and Safety regulations
- To keep up to date with relevant online related legislation and communicate to staff as appropriate
- To ensure own technical skills remain relevant and up to date
- Projects
- To undertake and participate in any ad-hoc projects as dictated by business objectives and the directorial team
Role Dimensions
Financial (limits/mandates etc.) / Non-financial (contacts,customers,staff etc)
Authorisation of overhead invoices up to £5,000
Authority for orders up to £5,000 / NG visitors and customers
Directors
Management team
NGC departments
NG departments (principally FOH, Information, Security, Exhibitions and Development)
Person Specification
Competency / Performance Drivers / Technical / Professional Expertise
A high level of customer focus and communication skills
Strong leadership and an ability to act on initiative
Commercially focused with a strong understanding of business forecasting and analysing performance data
Experience of successfully leading a team
Confident and capable decision maker, with a high level of planning and organising skills
Technically competent in an ecommerce environment
Experience managing a multi-functional digital team
Strong project management and problem-solving skills, capable of working tight deadlines
Previous experience in a digital project management position is essential
Demonstrable knowledge of online buying behaviours with proven experience of delivering online customer experience improvement
In-depth knowledge of the digital industry, digital marketing and e-commerce / IT or Marketing professional with successful track record and experience at a operational management level
IT skills –Microsoft Office, HTML and ideally CSS
Google Analytics Certified or demonstrable experience of analytics tools
Hands on experience of SEO and PPC
Demonstrable knowledge of relevant legislation (Sale of Goods Act(s), Trade Descriptions Act, Distance Selling Regulations, Data Protection etc)
Affiliation to marketing or direct marketing body
The Promise Performance Behaviours (9)
PassionateEngaging Polite Positive
PatientApproachable AdaptableConsistentProfessional