JOB DESCRIPTION

DIGITAL MARKETING & WEBSITE OFFICER

Job title: Digital Marketing & Website Officer

Scale: £26k - £32k

Hours: 35 hours per week

Contract: Fixed Term Contract

Responsible for:Volunteers / Interns

Responsible to: Chief Executive

Our direct marketing campaigns and our digital and social media platforms are central to our work, allowing us to reach and support more men and their loved ones affected by sexual abuse and/or rape.

This role enables us to promote SurvivorsUKand its work through online and offline marketing; to communicate best our organisational messages to key stakeholders, new contacts and other target audiences and clients, through our website, digital marketing, social media and other channels ensuring the delivery of an effective and supportive marketing function for our colleagues across the organisation.

MAIN PURPOSE

To design, develop and oversee the digital marketing strategy and initiativesworking with and in supportof the Chief Executive.

Deliverdigital and direct marketing strategies, increase the impact of digital communications and expand the number of followers and supporters.

Manage and update the website, conceiving, developing and editing content, introducing new functionality and improving user journeys as well as managing all social media platforms to market the brand, with knowledge of how to measure ROI through analytics.

Provide support, advice and insight regarding digital content and audiences to the team.

KEY ROLES AND RESPONSIBILITIES

Digital Marketing Strategy

  • Devise and implement a Digital Marketing Plan which covers website, email marketing, social media, SEM, PPC, display advertising and blogs in support of organisational objectives and to maximise reach to existing and potential audiences under the supervision of the Chief Executive and Board of Trustees.
  • Devise and deliver the Social Media Strategy in line with the organisation’s overarching goals.
  • Write and assist with the development of SurvivorsUK’s E-safety policy.
  • Advise Chief Executive and colleagues regarding marketing spend on digital channels ie, Website, Facebook, Twitter, Google, YouTube, media sites and so on, including the Google Grant allowance.

Website

  • Edit, update and test the SurvivorsUK website regularly to maintain its smooth functioning, regularly monitoring content for accuracy and relevancy and improving its usability, design and conversion.
  • Quickly conceive and develop new materials for SurvivorsUK website, including new pages, images, links and sections.
  • Manage the SurvivorsUK blog, filter blog submissions and write/post new material.
  • Manage and update SurvivorsUK online database of useful services for survivors of sexual abuse/rape.
  • Liaise with other members of the team to coordinate new content and updates.

Website optimisation

Work to further optimise the charity’s website including:

  • Maintaining and updating meta descriptions and keywords. Improving the usability, design, content and conversion of SurvivorsUK website.
  • Develop the charity’s Google ad campaigns.
  • Use Google Analytics to monitor, analyse and improve user journey and provide regular reports.
  • Liaise with other departments to ensure the website is integrated across all areas of our work.

Social Media

  • Design, build, manage and grow SurvivorsUK’s social media channels, including Facebook, Twitter, LinkedIn, YouTube, Instagram and Pinterest.
  • Maintain the social media calendar producing engaging posts and creating a steady stream of sharable content.
  • Monitor and respond to all our social media platforms ensuring a consistent tone of voice, quality of output and management of audiences and messages.
  • Build stronger relationships with external stakeholders through social media, including charities, journalists, activists, and followers; research and identify new material to be published and promoted online.
  • Stay abreast of, and advise others regarding, social media trends and developments.

Marketing and Campaigning

  • Use key messages, stories and examples that inspire and explain male sexual abuse to a public audience in order that they actively respond to the marketing.
  • Create efficient and well-structured campaigns on Google AdWords, improve quality score, ad extensions, optimisation, keywords and negative keyword, search terms, run the campaigns based on SurvivorsUK’s goals.
  • Manage our Google AdWords account to maximise spend and engagement; set up conversion tracking on Google AdWords to ensure the ads are driving the audience actions SurvivorsUK cares about.
  • Plan and execute allour web, SEO/SEM, email, social media and display advertising campaigns.
  • Regularly monitor SurvivorsUK social media campaigns to ensure that SurvivorsUK digital channels maximise their income-generating and supporter engagement potential.
  • Facilitate and assist with the development, creation, production and distribution of a range of branded marketing materials, including leaflets, posters, flyers and postcards.
  • Liaise with other departments and external agencies to identify key messages and content to be used on social media campaigns.

Project Management

  • Manage external designers, agencies and projects, if required.
  • Work with external web developer to manage digital projects.
  • Work with other members of the team on special campaigns or projects that may be outside of the digital and social media arena.

Monitoring and Evaluation

  • Use external systems such as Google Analytics, Facebook Insight, Twitter Analytics,and YouTube Analytics to report on the effectiveness of digital marketing activity.
  • Measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs).
  • Plan, execute, and measure experiments and conversion tests.
  • Produce and distribute regular and timely website and social media reports to Trustees, staff and funders as required.

Other

  • Manage the creation and delivery of quarterly e-newsletter.
  • Maintain a roster of key external suppliers for digital services used by SurvivorsUK.
  • Take part in integrated PR and media events or projects to contribute to communications, campaigning and fundraising goals, and develop consistent marketing material for online communications.
  • Research and identify new and useful online tools and channels, keep abreast of digital trends, issues and initiatives in the charity sector.
  • Deal with ad-hoc requests from colleagues for photos, video, brand blurb and logos.
  • Any other duties reasonably required.

PERSON SPECIFICATION

Education

University degree or Higher Education diploma in appropriate subject

Skills and Experience

Demonstrable experience of:

  • Writing and implement Digital Marketing plans.
  • Achieving campaign or organisational objectives through digital marketing.
  • Managing, growing and nurturing online communities; Facebook, Twitter, Linkedin, Instagram, Pinterest, blogs or other interactive web platforms.
  • Using Google Display Network, Facebook Ads, Twitter cards and/or other digital marketing channels to achieve organisational goals and objectives.
  • Advising and reporting on digital marketing impact and outcomes.
  • Producing digital content to encourage supporters to take action or donate.
  • Producing digital content as part of a wider organisational strategy or project.
  • Prioritising multiple tasks and requests based on operational requirements.
  • Using search engines and other online tools to research topics.
  • Thorough understanding of Search Engine Optimisation (SEO), and proven experience of using SEO techniques and tools to optimise content for search.
  • Proven experience of working on WP content management system.
  • Ability to work with web and social media analytics to measure and improve performance.
  • Experience of project management and working to deadlines.
  • Experience of editing images ready for import online.
  • Experience of using social media tools such as Hoot Suite/Tweetdeck.
  • Basic knowledge of HTML.
  • IT literate with strong knowledge of Microsoft Office and Adobe Creative Suite.

Key Competencies

  • Excellent communication and interpersonal skills to deal with a variety of internal and external stakeholders.
  • Results oriented and problem solving approach to work with a focus on making effective decisions.
  • Adaptable and flexible approach.
  • Ability to be creative for continuous improvement in order to contribute towards a culture of innovation along with knowledge impact for the wider organisation.
  • Ability to communicate topics of a sensitive nature effectively.
  • Ability to work both alone and in a team.
  • Understanding of the vision and mission of SurvivorsUK.

General

  • Proactive in reviewing and evaluating own performance and identifying and acting upon areas for improvement and development.
  • Attend and participate in divisional and team meetings and other meetings as required.
  • Interest in continuing professional development.

Legal

  • Eligible to work in the UK.
  • Clear DBS check.

This job description covers the current range of duties and will be reviewed from time to time.

Keith Best

25/05/2016