Titles of Positions which report to Digital Marketing Specialist are: Contractors for which this position is responsible:

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1 POSITION DESCRIPTION 1. POSITION DETAILS Position Title: Division: Unit: Management Level: Digital Marketing Specialist City Engagement Marketing Supervisor/Team Leader 2. ORGANISATIONAL RELATIONSHIPS Position Title of Supervisor: Manager, Marketing and Creative Services Titles of Positions which report to Digital Marketing Specialist are: Digital Content Producer Contractors for which this position is responsible: Various contractors and agency staff on key projects 3. PRIMARY PURPOSE OF POSITION The primary purpose of the position is to create and manage, implement and evolve the City s digital marketing strategy in conjunction with the Manager, Marketing and Creative Services, web teams and in collaboration with the Online PR & Social Media Manager and Media & Comms teams, and other key stakeholders across the organisation. This is a conceptual and execution role requiring strategic thinking and regular hands on content marketing production. Generally speaking, the Digital Marketing Specialist is required to: Product manage major public facing digital assets alongside the web team Manage and lead the City's digital content strategy Regularly produce multi-channel content marketing Act as a cross-division collaborator within the City Provide strategic advice and support across a range of initiatives, both short term (campaigns) and longer term strategic projects (such as the City's web analytics implementation) Contract manage a range of projects Conduct training and act as a 'digital champion' across the organisation Identify areas for improvement in the City's application of digital marketing, and providing new, more efficient operational inputs Title: Digital Marketing Specialist Date: 22/11/2017 Page 1

2 Help shape the future of the City's online presence in close collaboration with a range of stakeholders The focus is to optimise the overall user experience of the City's active digital communications platforms and fully integrate digital channels into communications programs in support of achieving Sydney POSITION OBJECTIVES The major objectives to be achieved by the Digital Marketing Specialist are: Create and manage, implement and evolve the digital marketing strategy for the organisation utilising digital marketing techniques which are current, best practice and fully leverage the digital environment and social web Create and embed a divisional content strategy for increased online publishing efficiency and effectiveness Develop strong relationships with all internal stakeholders to assist in optimising the City's digital channels Product manage major public facing digital assets, including the What's On events platform and native applications Ensure City digital assets are effectively measured and continuously improved over time Work with the broader marketing team on the development and roll out of digital campaigns which are fully integrated into overall marketing campaigns Play an integral role in the City's Social Media Core Team (provision of advice on optimisation, issues management, community building, measurement), working closely with the Online PR & Social Media Manager Ensure that the City's digital channels and activities positively support the City's brands Development, successful implementation, and ongoing refinement of digital strategies and policies To be held accountable for working conditions under the control of the position and for detecting any unsafe or unhealthy conditions or behaviour and to take immediate steps to investigate and rectify any risks to health, safety and welfare arising from any activity. 5. POSITION ACCOUNTABILITIES Refine, implement and evolve the online marketing strategy, including website development, content marketing, campaigns, new media campaigns, subscriber acquisition, database management, search engine marketing, search engine optimisation, segmentation, metrics and analysis Product manage (in conjunction with the Web Manager) the City's upcoming digital publishing platform Work with the broader marketing and communications teams to develop and implement highly effective and integrated digital marketing strategies and Title: Digital Marketing Specialist Date: 22/11/2017 Page 2

3 campaigns designed to promote the City's social and cultural, environmental and transport, and economic sustainability programs Oversee the management and development of the City's marketing databases, utilising strategies to increase subscriptions and engagement Product manage the City's What's On digital platform alongside the web team In close collaboration with the Digital Content Producer, develop and implement social media activities to maximise the effectiveness of communications programs, ensuring that the City's use of social media is contemporary, best practice and achieving business objectives High level copywriting and editing including review of content generation by the team Working with a web analytics supplier, manage the City's existing analytics project refining measurement frameworks; developing insight driven dashboards; acting as the liaison between supplier and web services for tag implementation, and ongoing contract management Ongoing support for ios and Android mobile apps In conjunction with relevant stakeholders, develop scope of works documents for digital projects, including websites, web apps, mobile apps Develop performance reporting for the City's digital assets and campaigns Provide strategic and on-trend advice to the broader communications teams in relation to contemporary digital marketing practice Carry out other duties associated with the position as require by the Manager, Marketing & Creative Services Comply with and keep abreast of any relevant legislation applicable to the performance of the duties of this position. 6. LEADERSHIP AND MANAGEMENT CAPABILITIES Operates Strategically: develops clear plans to implement the strategy. Aligns resources, people, systems and processes to meet priority objectives. Redirects resources and efforts to meet changing priorities Develops People and Culture: focuses on people's strengths. Proactively manages current and future workplace needs. Actively recognises behaviour that delivers results and demonstrates our values. Instils a sense of urgency around addressing and resolving individual and team performance gaps Drives Results: defines team and individual outcomes by understanding the needs of customers. Regularly monitors and evaluates progress with early correction to ensure quality outcomes. Drives accountability and continuous improvement by implementing effective reporting and improvement mechanisms across the team Displays Awareness of Self and Others: regularly seeks feedback from a range of stakeholders. Takes the time to explore the nature of the feedback and responds constructively. Sets out the broad principles for decision making Title: Digital Marketing Specialist Date: 22/11/2017 Page 3

4 Cultivates Productive Relationships: actively encourages consultation and collaboration. Works with key stakeholders to proactively address issues and identify opportunities to improve performance and services to customers Manages Effectively: finance and resource management; Procurement and Contract Management; Risk Management and Compliance; Technology and Information Management; Project Management 7. WORK, HEALTH & SAFETY RESPONSIBILITIES Supervisors/Team Leaders are responsible for the health and safety of all persons under their direction. As such they are responsible for assisting their managers in implementing the WHS Policy and Safety Management System (SMS) by: Inducting all new and transferred workers Implementing risk management activities Stopping work in circumstances that are deemed and immediate risk to health and safety until a satisfactory solution is agreed/implemented Actively promoting consultation, WHS training and access to information to ensure safe work procedures are understood and followed Managing, implementing and advising workers when changes have been made in the workplace (I.e. systems of work, risk assessments) Reporting hazards and any work-related injuries/illness as soon as practicable; taking reasonable care; and taking immediate steps to investigate and rectify and risk to health, safety and welfare A full list of WHS responsibilities and accountabilities are available within the City's SMS documents; Responsibility, Authority and Accountability (RAA) Matrix. 8. AUTHORITY TO ACT The incumbent has the authority to take any reasonable steps to ensure that the smooth flow of operations is maintained providing the actions are consistent with the responsibilities of the position and subject to any limitations, corporate policies, procedures or safe work method statements. All personnel have the power to stop work in circumstances that are deemed an immediate risk to health and safety until a satisfactory resolution is agreed / implemented. Such circumstances may include life threatening situations or those that could result in loss of limb or other significant lost time injury. Title: Digital Marketing Specialist Date: 22/11/2017 Page 4

5 9. SELECTION CRITERIA Essential Criteria Tertiary qualifications in marketing, multimedia, communications or a related discipline and/or direct work experience in a senior online marketing role Demonstrated success in the implementation of digital marketing and content marketing strategies for large and complex organisations Demonstrated technical experience in developing, managing and improving digital platforms Demonstrated managing and working within project teams for the development of digital projects from initial brief to delivery, within agreed timelines and budgets An understanding and demonstrated application of corporate digital marketing strategies and techniques including website development, app development, marketing, online advertising, database management, search engine marketing, social media, web analytics Experience in developing SEO and SEM campaigns Experience in developing socially integrated campaigns. Social media skills and experience in areas including community building, content production and optimisation and measurement Experience in evaluation, implementation and use of content management systems (CMS). Knowledge of Wordpress desirable Strong knowledge and experience with web analytics. Google Analytics experience highly desirable Demonstrated knowledge of user experience, including user research, usability principles, testing, content strategy, information architecture, wireframing, design patterns Advanced problem solving and decision-making ability including experience working with a diverse range of stakeholders to deliver mutually beneficial outcomes Demonstrate a commitment to Equal Employment Opportunity, Work, Health and Safety and Cultural Diversity principles. Desirable Criteria Completed or willing to complete Certificate IV in Frontline Management or equivalent (only for team leaders/supervisors) Title: Digital Marketing Specialist Date: 22/11/2017 Page 5