Hours: 37.5 Hours Per Week

Role: Digital marketing officer

Hours: 37.5 hours per week

Salary: £21,873 - £28,348

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The Prince & Princess of Wales Hospice is a well established charity located adjacent to the River Clyde in Glasgow City Centre. The hospice provides specialist palliative care for people with a life-limiting, progressive illness, and support for their families and carers. The hospice is currently in the final stages of a major capital appeal and will be moving to a new purpose-built home in Bellahouston Park, Glasgow, in spring 2018.

We are looking for someone to join our busy and successful communications team, using digital technology to deliver support to patients and families as well as directly supporting fundraising via social selling and spreading the word about our exciting new hospice.

You’ll be responsible for the development of digital products and projects across the hospice, including our websitewhich has 66,225 users a year. We need your technical expertise and creative flair in our communications team to ensure an integrated high-quality user experience across our website and social media channels.

You will develop campaign-led material digitally across multiple channels, using analytics to optimise and gain insight. We’re looking for a highly organised, experienced digital professional who has exceptional communications skills, both written and oral.

You will need to demonstrate the ability to turn digital aspirations from around the organisation into realistic, well-planned and executed design and development projects delivered on time and to budget. You will communicate effectively with a wide range of stakeholders, including non-technical members of staff and supporters.

The ideal candidate will be fluent in digital marketing theory and practice, from building a strategy through to implementation, analytics, iteration and optimisation. We need someone who can be hands-on as well as visionary; flexible yet focused; engaged and engaging.

Responsible for developing digital marketing plans via a range of technical approaches, you will collaborate with the communications manager to enhance all relevant communications, as well as setting up SEO, paid social, Google PPC and updating and monitoring all digital and social media channels. Utilising all analytics programmes available, you will meticulously monitor the performance of associated campaigns, ensuring that each one is maximised to its fullest potential.

You will have previously worked in a similar position providing effective analytical insight and guidance that will directly enhance campaigns, with proven experience adding substantial value to an organisation's marketing strategy. Experience of working within a charity environment is desirable but not essential.

You’ll support with the development and maintenance of the website and implement core development projects to deliver a high-quality user experience. We’re looking for a creative solutions-focused person with excellent knowledge of CMS and analytic platforms; you’ll deliver projects but you’ll also play a key role in driving forward our exciting digital transformation. If this sounds like you, we’d like to hear from you!

If you would like an informal discussion about this post, please contact Angela McManus at the hospice on 0141 429 5599. For further information please visit our website at www.ppwh.org.uk to download an application pack or alternatively contact our HR department on 0141 429 9885 or by email to to request an application pack.

Closing date for applications: Wednesday 12 July 2017 Interviews will be held on: Monday 24 July 2017

The hospice is an Equal Opportunities employer and we make appointments on merit.

We welcome applications from women and men of any ethnic group, religious belief, marital status and sexual orientation, or who have disabilities.

Digital marketing officer

Brief Outline of Terms and Conditions of Service
Salary Range / £21,873 - £28,348
Reporting To / Communications Manager
Hours of Work / 37.5 hours per week
Holiday Entitlement / 5 weeks annual + 10 days public holidays
Pension
Arrangements / Possible continuation of existing NHS pension or Hospice contributory scheme available
Life Assurance / 4 x Salary
Sickness Benefit / Generous company scheme in line with length of service
Notice Period / 1 calendar month

Job description

1) Job identification
Job title: Digital marketing officer
Responsible to: Communication manager
Department: Communications
No of job holders: 1
Last update: June 2017
2) Job purpose
The purpose of the role is to support the marketing and the delivery of the aims and objectives of the hospice with effective and innovative PR and digital marketing activities.
To raise the profile of the hospice through digital marketing and PR activities and maximise the potential promotion of services through all channels to enhance the success of fundraising initiatives.
To support all marketing and PR activities of the hospice.
3) Role dimensions
Ø  Initiate, develop and contribute to PR and marketing initiatives in keeping with all hospice services.
Ø  Ensure a strong positive public image is maintained, optimum coverage and reach and that the donation journey online is achieved seamlessly online.
Ø  Work flexibly to provide an agreed level of communications department cover through core hours and out of hours at events when required.
Ø  Work as part of the wider hospice team to contribute to the overall strategic aims of the hospice.
Ø  Support the communications manager with day-to-day activities relating to PR and marketing as required.
Ø  Develop and implement a digital strategy that focuses on increasing revenue online.
Ø  Support the marketing and maintenance of the website and implement core marketing projects to deliver high-quality user experiences.
4) Organisational position


5) Role of department
Ø  Promote the hospice’s clinical and fundraising activities, service the needs of all departments and strengthen the brand, promote services as a leading provider of specialist palliative care and an award-winning events programme.
Ø  Develop and support content to promote all aspects of the hospice through social media channels.
Ø  Develop the online, digital and social media channels and increase data capture for news distribution and streamline website donation process for easier donation collection.
Ø  Develop and deliver campaigns for revenue, capital and clinical.
Ø  Celebrate the journey from Carlton Place to Bellahouston Park and promote the innovation and creativity of the new hospice.
Ø  Establish and maintain key contacts and sustainable relationships to benefit hospice fundraising and marketing initiatives.
6) Key results
Marketing and PR
1.  Work with the communications team to continually develop, deliver and evaluate digital campaigns and platforms to support the work of the hospice.
2.  Build and maintain the hospice brand and increase public awareness on an ongoing basis.
3.  Identify compelling and innovative stories that raise the profile of the hospice, achieving maximum online reach.
4.  Marketing of a digital transitions strategy.
5.  Develop the use of digital and social media as a platform to raise profile and income.
6.  Develop new ideas and creative approaches to communication messages, within a clear brand framework, to influence and secure the support of key hospice stakeholders.
7.  Agree the detail of all PR and digital marketing campaigns, including budgets and costings, and set in place adequate controls to monitor progress.
8.  Maintain good communication between all departments of the hospice to promote and encourage involvement in PR and digital marketing activities.
9.  Collaborate with the graphic designer on the design and production of promotional materials.
10.  Support the production and distribution of all press releases for the hospice.
11.  Be responsible for the overall accuracy of content on the hospice website and intranet, empowering other departments to maintain accurate and up-to-date information working alongside other members of the communications team.
12.  Undertake market research as necessary, to identify new promotional opportunities for the hospice.
13.  Stay abreast of the latest marketings, best practice and learning across the digital sector and lead in innovation within your field.
14.  Develop and implement fundraising, marketing and PR opportunities through social networking sites.
15.  Identify and establish new sources of digital media.
16.  Ensure that all material is on brand, consistent and up to date, reflecting current hospice strategies and objectives.
17.  Develop, promote and deliver PR and marketing opportunities in line with fundraising initiatives and overall department targets.
18.  Be responsible for the administration needs around digital marketing activities.
19.  Allocate tasks and provide direction to volunteers involved in digital marketing campaigns.
20.  Participate in progress reports and meetings to update the communications manager.
21.  Set up a staff intranet.
Fundraising
22.  Plan and confidently deliver talks and presentations.
23.  Arrange appropriate hospice attendance at external events when required.
24.  Work with and support other members of the communications and fundraising teams.
25.  Work with the fundraising department to develop a digital marketing strategy and improve social selling.
Professional
26.  Be aware of and implement the policies, procedures and guidelines of the hospice, reflecting national legislation and industry best practice.
27.  Be proactive in identifying and addressing education and marketing needs.
28.  Participate in the hospice professional marketing and review process to promote personal and service marketing.
29.  Attend education courses and study days to be aware of marketing in own specialty and across the hospice.
30.  Be aware of, contribute to, and implement relevant policies and procedures contributing to a safe environment within the hospice.
31.  Represent the hospice on relevant external groups as necessary.
7a) Equipment and machinery
Moving and handling equipment – trolleys.
IT equipment – personal computer, laptop, iPad, mobile phone, screens, PowerPoint projector, advanced printers, digital camera, smartboard, switchboard, credit card machines.
7b) Systems
Ø  Use IT systems including Raiser’s Edge, Microsoft Office, website software and desktop publishing packages.
Ø  Lieu time and annual leave systems.
Ø  Maintain record of training undertaken and performance and marketing review systems.
Ø  Car booking and mileage recording system.
8) Assignment and review of work
Ø  The postholder is responsible to the communications manager for guidance and management, work review, objective setting and formal appraisal of performance.
Ø  Meet regularly with other team members/ attend staff meetings/ attend departmental marketing meetings.
Ø  Plan and prioritise own workload on a daily basis.
Ø  Written and verbal reports to be presented on a regular basis.
9) Decisions and judgments
Ø  Work as part of the communications team to plan content and prioritise own workload to meet own and departmental objectives.
Ø  Expected to know when to refer issues involving members of the public, patients or volunteers to another professional within the hospice.
Ø  Makes quick decisions in pressurised situations.
Ø  Anticipate and manage areas where problems or conflict might arise and address them properly.
Ø  Be accountable for own activity/ workload and act independently, using own initiative within the area of fundraising/marketing.
Ø  Contribute to communication strategy to support hospice objectives.
Ø  Exercises discretion in the handling of confidential or sensitive information.
10) Most challenging / difficult parts of the job
Ø  Keeping within budget while meeting all agreed PR and digital marketing objectives.
Ø  Prioritising workload on a daily basis while managing competing demands.
Ø  Meeting with bereaved relatives.
Ø  Working unsociable and additional hours on a regular basis.
Ø  Ensuring brand compliance is consistent internally and externally.
Ø  Ensure positive image of hospice at all times.
11) Communication and relationships
Communication is verbal and written to a mix of internal and external contacts who may or may not be familiar with the work of the hospice.
Patients / relatives / carers
Ø  Incidental contact.
Ø  Meeting with relatives, pre- and post-bereavement, regarding PR and marketing stories, photographs and film clips.
External agencies
Ø  First point of contact for any matters relating to marketing, advertising and PR of hospice activities.
Ø  Maintain relationships with various external agencies for advice and support.
Ø  Liaise with suppliers verbally and in writing.
Ø  Build and maintain a strong network of contacts.
Ø  Negotiate partnership working with suppliers.
Hospice staff and volunteers
Ø  Collaborate with the wider hospice team regarding the needs of the communication strategy.
Ø  Promote and maintain good relationships within the department and with all members of the wider team throughout the hospice.
Ø  Represent the communications department on Hospice working groups and committees.
Ø  Responsible for maintaining good relationships with volunteers.
Ø  Use tact and diplomacy to motivate staff and others to contribute to PR and marketing activities.
Supporters
Ø  Negotiate support and partnerships using persuasion and influencing skills.
Ø  Build and maintain relationships with the local community, corporate and media sectors.
Ø  Provide presentations to new and existing supporters.
12) Physical, mental, emotional and environmental demands of the job
Physical
The post is mainly carried out in the normal office environment requiring limited physical effort.
Ø  Occasional use of manual handling aids.
Ø  Standing and walking for long periods at events.
Ø  Frequent out of hours work.
Ø  Frequent use of VDUs and IT equipment.
Mental
Ø  Concentration required when communicating with donors, volunteers and staff.
Ø  Managing competing workload priorities and time constraints to meet the demands of the service.
Emotional
Ø  Occasional contact with bereaved relatives.
Environmental
Ø  Occasional lone working.
Ø  Working at outdoor activities.
13) Knowledge, training and experience required to do the job
Hospice values
Ø  The ability to work in a way that upholds the values of the hospice is essential.
Ø  The ability to demonstrate behaviours that support the values of the hospice is essential.
Qualifications/ knowledge/ experience
Ø  Educated to degree level or equivalent experience.
Ø  Fluent in digital marketing theory and practice, from building a strategy through to implementation, analytics, iteration and optimisation.
Ø  Previous experience of working with a CRM system to implement effective and successful email marketing campaigns.
Ø  Significant experience in a related position, in a charity is desirable but not essential, providing effective analytical insight and guidance that will directly enhance campaigns.