JOB DESCRIPTION BACKGROUND

Transcription

1 JOB DESCRIPTION Position: Marketing Analytics Manager Reports to: Senior Director of Marketing Analytics Department: Global Partnerships and Philanthropy (GPP) Location: London, UK (plus international travel approx 2% of time) Salary: circa 40,000 per annum Grade: 6 Contract: Permanent Hours: Full time (37.5 hours) BACKGROUND Over the past 80 years, the International Rescue Committee (IRC) has developed unparalleled expertise in responding to emergencies and helping uprooted communities to rebuild. Founded in 1933 at the request of Albert Einstein, the IRC offers lifesaving care and life-changing assistance to refugees forced to flee from war or disaster. The International Rescue Committee UK is part of the IRC global network, which has its headquarters in New York and London. The IRC is on the ground in more than 40 countries, providing emergency relief, relocating refugees and rebuilding lives in the wake of disaster. Through 22 regional offices in cities across the United States, the IRC also helps refugees resettle in the US and become self-sufficient. The IRC is committed to a culture of bold leadership, innovation in all aspects of our work, creative partnerships and, most crucially, accountability to those we serve. The IRC is a tireless advocate for the most vulnerable. IRC-UK Our European headquarters, IRC-UK, were established in London in 1997 to support the organisation s global activities and particularly to diversify its donor base and be able to better advocate with European policy-makers on behalf of the people we serve. Since its establishment IRC-UK has grown rapidly and is now acknowledged for its high quality project management, technical expertise in governance and rights and economic recovery, and innovative thinking on early recovery and gender based violence. The IRC also has offices in Berlin, Brussels and Geneva. IRC-UK comprises approximately 90 staff across five departments. Global Philanthropy and Partnerships (GPP) IRC's Global Partnerships and Philanthropy department is responsible for the global delivery of the International Rescue Committee s financial resources, and plays an important strategic role in the creation of its brand, awareness and support for its advocacy goals. The IRC's strategy centers on its ambition to continue to improve the scale and effectiveness of IRC programs

2 worldwide with evidence of what works best to impact people s lives in conflict and fragile settings. Global Partnerships and Philanthropy comprises colleagues and teams delivering government funding, marketing, account management, leadership gifts, board liaison, and corporate & foundation partnerships to support this work. Primarily these colleagues are located in the USA but IRC plans to significantly expand its global Revenue footprint in the coming years. Global Partnerships and Philanthropy is at the beginning stages of creating a new radical and ambitious strategy that will enhance IRC s ability to punch above its weight in income and awareness. We are building a new culture and supporting our colleagues in their efforts to deliver transformational and best in class work. At the same time believing that the root of success lies in a high performance team and culture - we need to build our internal infrastructure ensure we build a strong global team, the dynamic culture, forward thinking ethos, and 21st century reporting, operational and business management practices that will help it achieve its ambitious goals. Team Chart Senior Director of Marketing Analytics (New York) Senior Officer Marketing Analytics (New York) Marketing Analytics Manager (London) The Purpose of the Role The Marketing Analytics Manager will establish and implement the core metrics that underpin the data-driven approach to supporter engagement and recruitment, to which IRC is committed. This will involve working closely with the global media agency and internal staff to establish and set up the tracking for global digital analytics. The ever dynamic nature of digital media and its close connection to the daily news agenda means that this is a crucial role at IRC, ensuring that the strategic priority of database decision making is achievable. The connection with social sentiment and revenue generation is something that we have clearly seen in our data over the past year and is a crucial aspect of our future revenue generation strategy. S/he will also be responsible for ensuring that the analytics captured are easily accessible to both members of the core marketing team and colleagues throughout IRC, in order for them to make fast decisions around where to optimize creative, media or message across a global audience to achieve maximum revenue. S/he will be expected to set up multiple GA dashboards for all the key audiences and digital channels through which IRC wishes to engage and measure its global audiences. This will involve

3 coordination with other IRC offices (currently in UK and Holland), colleagues in Communications, Advocacy and the Field. And will also partner with IRC s Operational teams (International Programs, Policy and Practice and US Programs) and with HR, Finance and IT services. The Marketing Analytics Manager will be knowledgeable in creating various scenarios of revenue projections, revenue modeling with ROI and long term values. S/he will need to use the relevant KPIs to effectively project and model data. All roles in the Marketing team will support the Vice President of Marketing in ensuring the success of the IRC 2020 Private Sector Engagement (PSE) Strategy, specifically the key strategic driver of the PSE Strategy Best-in-Class Global Digital. Scope and Authority Authority: The employee is responsible to bring any decision making items or initiatives to the Senior Director of Marketing Analytics first for approval. Responsibility for Resources: The employee will not be responsible for any budget. They will be responsible for making their own travel plans when visiting headquarters in New York. All expenses will be covered from the Marketing Analytics budget overseen by the Senior Director of Marketing Analytics. Key Working Relationships: Position Reports to: Senior Director of Marketing Analytics in New York Position directly supervises: n/a Key internal contacts: Works closely with Senior Officer of Marketing Analytics in New York, the Marketing team in New York, and the New Markets team in London Key external contacts: GPP Strategic Operations team in New York KEY ACCOUNTABILITIES Reporting (85%) Create specific reports and dashboards in Salesforce for the Analytics team to inform new opportunities and strategies as needed Create and maintain weekly individual market reports and dashboards, advertising scoring, quantify testing results (donations pages, s, advertisement, etc.) Provide daily regular real-time status reports on performance and suggested enhancement to maximize results Responsible for tracking key data in Salesforce Strategy and Planning (15%) Support the Senior Director of Marketing Analytics in leading the strategy and set up of IRC s global digital engagement and donor analytics by recommending and implementing analytics tools, and creating reports that tracks marketing key performance indicators

4 Plan and oversee, along with the Marketing and New Markets teams, the measurement of a country-specific (USA, and initially Australia and Canada) recruitment plan and then building to a global digital recruitment plan, which delivers a positive ROI Major Responsibilities: Manage and refine multiple Google Analytics dashboards to provide instant information to colleagues on tests and optimization recommendations, across messaging, creative, user experience and media placement Create individual market reports and dashboards, advertising scoring, quantify testing results (donations pages, s, advertisement, etc.) Conduct strategic analysis of direct marketing program Ensure that all key target markets globally are tracked consistently and are standardized Continually suggest tests and iterations across all digital recruitment and retention, based on data, to maximize engagement and revenue Create powerful infographics and charts to illustrate data Develop advanced modeling scenarios for Revenue projections, ROI and Long Term Value Support and deliver the frameworks and ways of working that create best support for high quality continual innovation in the digital analytics space Provide regular real-time status reports on performance and suggested enhancement to maximize results Work with integrity and accountability to the IRC Way IRC Global Standards for Professional Conduct PERSON SPECIFICATION Essential Skills, Knowledge and Qualifications: Education: Bachelor Degree in Data Analytics, Finance, Business, Math (relevant area) or equivalent experience Expertise in analytics tools across both core web metrics tracking, such as Google Analytics and Tag Manager, A/B and MVT tracking tools such as Optimizely as well as social sentiment and influence tracking tools such as BuzzSumo Understanding of the global digital fundraising marketplace with extensive experience in delivery of tracking and optimizing international digital fundraising and fundraising campaigns for non-profits Knowledge of SQL and databases Rigorous and critical thinker, able to ask probing clear questions and drive toward solutions quickly Predisposition towards simple and practical solutions Strong interpersonal skills, collegial and collaborative Strong knowledge of Excel and PowerPoint Expert knowledge of Google Analytics and social media tools

5 Ability to create infographics, reports and charts Excellent written and verbal communication Ability to work independently Experience: Significant experience in implementing global digital media analytics including experience of working in key global digital fundraising markets, including, but not exclusively, the USA, Canada, the UK, Scandanavia, Japan, Germany, Australia and the Middle East. Significant experience in modern high performance global digital analytics environments Proven experience of using analytics to inform and influence decision making Creates and owns recruitment metrics and goals to determine what will make a difference Proven ability using analytics to inform and influence decision making Experience of developing and delivering PowerPoint presentations to a leadership team to present analytic findings and recommendations Experience of tracking data in Salesforce Global experience in digital analytics for global non-profits, including but not exclusively, in the following areas: o Online donor recruitment o Day-to-day working with a global media agency o Analytics set up and monitoring o Search and display marketing o Social media marketing o SEO o Sentiment tracking o Data capture (i.e. online petitions) Experience in working with non-profit organisations Experience in international contexts Desirable: Ability to work in a multi-cultural environment Knowledge of languages other than English Can work independently with little supervision Comfortable to work from home rather in an office environment