Digital Engagement Manager

Transcription

1 Digital Engagement Manager Department Term Location Hours of work Annual leave Remuneration Overall purpose of the role Line manages: Line managed by: Communications & Emergency Response Permanent SPANA head office, London. Plus domestic and international travel as required. Standard hours 9.00am-5.00pm, Monday to Thursday, and 9.00am-4.30pm Fridays. Regular out of hours work will be required due to the nature of the role, this will include weekends and overnight stays both within the UK and overseas. SPANA operates a time off in lieu policy, which is detailed in the employee handbook. 22 days annual leave, excluding bank holidays, plus three additional days to be taken over the Christmas period when the office is closed. Further days of leave will be earned after two years of service see the employment handbook for details. 34,000-38,000 plus 10 per cent employer contributory pension to personal pension plan matched by 5 per cent employee contribution, and optional private healthcare scheme. To maintain, develop and grow SPANA s digital profile, including the website, social media sites, apps and emergent channels and tools. To support the communications team s awarenessbuilding, engagement and donor retention aims. To liaise with the fundraising team, which directly manages pages, sections, campaigns and tools relating to income generation and donation processing across digital platforms. Senior Communications Officer Director of Communications

2 JOB DESCRIPTION Key responsibilities Delegating to the Senior Communications Officer responsibilities as agreed: Social media Maintain and expand SPANA s social media profiles, supporting strategic communications targets and KPIs, working within agreed house style guidelines. Develop and manage all engagement/retention-based posts and advertising. Brief/advise the supporter care team, who engage in communication with users, responding to comments and messages. Provide regular analytics and evaluation reports, making strategic recommendations based on results and trends. Plan content (photo, video, case study etc) requirements in advance and commission via the content team. Stay informed of upcoming trends and developments within the field of social media and make recommendations accordingly. Keep the PR, Campaigns & Publications Manager informed of reputational threats identified while scanning social media. Liaise with supporter care to ensure out of hours cover is provided where necessary. With the Director of Communications and fundraising colleagues, devise and deliver SPANA s social media strategy and social media house style. SPANA websites Develop the main SPANA website as the hub of digital communications activity, ensuring content is compelling and supports the SPANA brand. Continually work to improve user experience. Work with the Digital Fundraising Officer to review donor journeys, supporting income generation. Ensure content remains accurate and up to date at all times; add new publications (including SPANA News, Stablemate and the annual review) and revise statistics and policy statements as necessary. Each year, produce a digital version of the annual review, with additional AV content. Annually oversee the review of all SPANA content online, including the SPANA website. Develop portals for professional resources, including veterinary and education. Uphold SPANA s data protection policies and work within all relevant legislative/regulatory frameworks, including in relation to marketing preferences. Ensure that any changes to forms involving marketing preferences are recorded, with screenshots forwarded to finance colleagues. Build pages and microsites in support of communications-led campaigns, such as International Working Animal Day. Maintain and track images on the spana.org homepage carousel. Ensure SPANA has high levels of security across all its digital communications tools and channels. Ensure SPANA s privacy policy is up to date and accessible via all digital platforms.

3 Strategy and planning Through regular meetings and collaboration between the communications department, the fundraising department and external agencies, coordinate an integrated digital communications schedule (including content planning, social media, the website, e-appeals and the e-newsletter). As part of this project, manage a social media calendar, including a schedule of all posts and advertising led by communications (engagement and retention) and fundraising (income generation). Ensure seamless integration between departments and agencies. Review and annually update digital communications strategy, working alongside communications, other internal departments and external agency colleagues. Work with fundraising agency and the fundraising department to continually improve audience targeting and messaging for digital engagement communications, based on data insights and fundraising strategy. Reporting and evaluation Produce a monthly report on key digital and content metrics. Develop and implement new analytic tools, improving reporting mechanisms to maximise results and inform future activity. e-crm Produce and distribute SPANA e-newsletters, coordinating scheduling of activity with the Digital Fundraising Officer, who produces e-appeals. Communicate regularly to ensure seamless integration. Copywriting Provide copywriting and proofing/editing support for all digital communications channels. Write up case studies, blogs and other raw content as required. Other Lead on the production of annual digital budgets. Manage account codes within the SPANA budget, for both income and expenditure, as delegated by the Director of Communications. Attend regular one-to-one and annual appraisal meetings with the Director of Communications, and represent the department at marketing and staff meetings. Attend meetings of the SPANA Staff Council. Develop plans in line with the aims and objectives of the communications strategy and KPIs agreed at annual and monthly appraisal meetings Produce regular updates for the Director of Communications, including narrative and statistical input into SPANA council reports. Maintain the Communications Schedule and other management documents. Deliver digital projects as briefed by other teams and communications colleagues via Project Initiation Forms. Advise SPANA country directors and others on the development of international SPANA digital activity. Work to achieve brand consistency across all platforms. Maintain ownership of all SPANA URLs. Monitor and field enquiries sent to comms@spana.org.

4 Ensure integration with fundraising objectives, attending regular coordination meetings with fundraising and agency staff. Provide support for other departments in using the SPANA website s content management system. Ensure legislative and regulatory compliance (including data protection) at all times, advising the communications team of relevant developments. Ensure assets are correctly credited when used. Ensure all external communications, including website copy and social media posts, are on-brand and proofed/approved by the PR, Campaigns and Publications Manager or the Director of Communications. Keep abreast of competitor activity and the latest developments in digital technology and marketing. On occasion it may be necessary to provide out of hours support as required, particularly in relation to crisis management activity or SPANA s emergency programme. Support other communications functions occasionally. Uphold and promote SPANA s employment policies. Any other duties that may reasonably be required. This job description is not exhaustive.

5 PERSON SPECIFICATION Essential qualifications Desirable qualifications Essential skills and experience Desirable skills and experience Educated to degree level or equivalent. Professional communications qualifications and training. Highly experienced front end developer with experience managing back end developers Experience of managing a wide range of social media channels. Experience of working with digital content management systems. Experience of working in a busy digital marcomms environment. Experience of working effectively without close supervision, setting goals in line with pre-agreed strategic aims. IT literate, including Microsoft Office. An ability to rapidly adapt to new software. Proven ability to balance the competing demands of multiple projects with tight deadlines. Excellent attention to detail and proofing skills. An experienced writer, with the ability to produce engaging, persuasive copy that is tailored to the needs of particular audiences. Project management skills, bringing in projects on budget and within deadline. Excellent interpersonal and persuasive skills. An ability to communicate clearly and assertively with staff at all levels. Extensive experience using Google Analytics. Good numerical skills and the ability to analyse campaign results. An ability to create accessible and attractive marketing material from complex data and reports. A highly innovative and creative thinker. Both self-motivated and a team player. An empathy with the objectives and values of SPANA. Working within a charity or not-for-profit environment, particularly with experience of supporting income generation. Working with Adobe Premier Pro or similar video editing software, as well as design software including Adobe Photoshop, InDesign and Illustrator. Experience using Wordpress-based websites.