JOB DESCRIPTION. Head of Database and Insight Corporate Development. Assistant Director of Income Generation

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1 JOB DESCRIPTION Job Title: Division: Department: Location: Reports to: Responsible for: Grade: Head of Database and Insight Corporate Development Income Generation HQ Assistant Director of Income Generation Database Manager, Insight Analyst, Forecasting Analyst, Response Handling Manager, Gift Aid Manager HOD 1. Purpose of the job To create and implement a data and insight strategy which supports the recruitment and development of individuals, so that the income generation objectives of the RSPCA are achieved. 2. Dimensions Direct impact on current overall gross annual income of million Data Budget of circa 800,000 per annum Line management of 5 members of staff, with an additional 10 in team Meet the data related needs in 8 Fundraising Teams ( Individual Giving, Legacy, High Value Giving, Business Innovation, Events, Community, Digital and Supporter Services), and supporting across the organisation Manage and Maintain development of: - Multiple access databases - Load of approximately 1 million records per annum received via 20 different agency data import routines - Processes which support the data aspects of dozens of all elements of fundraising including regular giving, one off donations, volunteering, trusts and corporate giving. - Budgeting and forecasting financial models - Fundraising Campaign reports - Supporter analysis, including supporter journeys Campaign data selections per annum 3. Principal Accountabilities Create and implement a data strategy which can be adopted for all media channels and supporter groups by:

2 - Developing databases - Working across the society with IT, Income Generation, Supporter Services, E- Marketing, Campaigns, Business Innovation and Strategy, Finance and other departments and teams as appropriate - Long term planning on CRM databases to ensure continued development to meet changing needs. Through consultation, analysis and research, create a customer data insight programme to ensure the Society profiles and understands its supporters for effective fundraising and marketing. Direct and advise on all Marketing opportunities ensuring they are identified and developed, whilst balancing against existing income streams. Design, develop and implement long term income projections for the fundraising department which is necessary for the RSPCA strategic financial planning. This includes considering life time value and not just short term impact of activity. Managing the development of financial risk assessment forecast models, ensuring their standardisation for reviewing new or existing activity, using approved bench marks and targets for return on investment. Line manages the Marketing Database Manager, Insight Analyst, Forecasting Analyst, Gift aid Manager and Response handling Manager. Oversee the development and training of a team of Marketing Database Analysts; and Data Import, and Training and Development specialists Through research and analysis create and maintain a data segmentation strategy for all supporters Through research, consultation and analysis, create a representation of current supporter journeys, future possible supporter journeys and the financial aspects of these Initiate, develop and deliver all new data driven projects ensuring overall objectives are achieved and are in line with Society s objectives. Act as chief data steward for fundraising ensuring the departments needs are met in enterprise data discussions. As part of this role represent fundraising on the data governance council. Ensure all database training requirements for fundraisers are met. Oversee management of all response handling agencies in conjunction with the response handling manager. Oversee management of all gift aid declarations in conjunction with the gift aid manager.

3 Work in conjunction with Quality and Compliance to manage supporter preferences ensuring best practice data protection question collection and maximise cross sell opportunity. Stay abreast of legislative change to ensure the charity remains compliant in its marketing and data storage activity. Work with the business innovation and strategy team to manage and refresh of the data aspects of the product portfolio analysis. While at work all staff are required to: Take care of their own health and safety and that of others who may be affected by their acts and omissions. Co-operate with Society policies and procedures for health and safety. In addition to the above all line managers are required to: ensure, so far as is reasonably practical, the health, safety and well-being of their staff and others who may be affected by Society activities be familiar and comply with Society policies and procedures for health and safety 4. Knowledge, skill and experience Please refer to attached person specification (Appendix A) 5. Organisation Please see the attached organisational chart. 6. Job Context volume of material supported on Post holder works to own initiative within broad understanding of Society s policies, aims and objectives and overall control procedures. Agrees annual target and monitors performance with Assistant Director of Income Generation. Post holder oversees and directs the work of the Marketing Database Manager, the Insight Analyst, Forecasting Analyst, Gift Aid manager and Response Handling Assistant. Post holder manages and controls a budget of circa 800k Will work closely with the managers of the High Value Giving, Individual Giving, Legacy, Business Innovation, Digital and Supporter Services teams and alongside HoD s and assistant directors in maintaining the data driven communication strategy and ensuring it stays aligned to the society s objectives. The jobholder is the link between the marketing systems requirement and the Society s database provider/it department.

4 7. Additional Information The post holder will be required to undertake planned travel to meetings, conferences, and events, which will involve occasional overnight stays. This job description is a statement of the job content agreed at January It should not be seen as precluding future changes. Job holder s signature. Date... Line manager s signature... Date...

5 APPENDIX A Person Specification for Database and Insight Marketing Manager Criteria Essential Desirable Professional/Technical Qualifications Degree level education or equivalent, or ability to prove equivalent numerical and statistical aptitude Postgraduate degree in information systems or closely related area Direct Marketing Institute Diploma and/or Chartered Institute of Marketing Diploma Management Accountant qualification Relational database design and development studies Experience & Job Knowledge Experience of leading marketing/crm data projects in complex business or not for profit environments Experience of creating business cases which lead to major change Expert in identifying and specifying the technological functionality required to support Fundraising/Income Generation objectives Experience of systems analysis, requirements gathering, creating specifications of requirements, researching and identifying technological options Experience of managing the implementation of major crossdepartmental data/crm technology Extensive experience of database management Experience of data analysis to provide insight Experience of technical database design Experience of financial scenario planning Previous experience of database management and data analysis within a charity/client marketing based environment Relational database management experience Experience of managing technology related budgets of 1 million or more Experience of managing a product portfolio

6 Skills & Competencies Ability to confidently communicate, especially in terms of simplifying technical concepts and through agency negotiations Ability to create a business case through Cost Benefit Analysis Ability to identify and recommend the best research or data analysis and modelling technique or methodology to meet requirements Thorough understanding of and ability to apply statistical modelling techniques to marketing activities. Knowledge of systems analysis techniques and ability to create Entity Relationship models using UML, Data Flow diagrams, and use case models Technical knowledge of database structures, client/server architecture, web based applications, internet/web technology Excellent working knowledge of the advanced use of Excel and Access Ability to manage budgets Project Management experience Able to plan and organise a high workload within competing priorities, and restraints Ability to create clear system related documentation Ability to manage external supplier relationships People Management experience Presentation skills Exposure to financial modelling Able to use and work with MS project Scripting knowledge of SQL Knowledge of three tier architectures, SOA, SAAS Experience of Salesforce Understanding of Gift Aid Regulation Personal Qualities Ability to influence at Senior/Top level management Ability to communicate and build

7 relationships with people at all levels, both internally and externally Confident in ability to motivate others at all levels both internally and externally. Good negotiator Special Circumstances (if any) The post holder will be required to undertake planned travel to meetings, conferences and events, which will involve occasional overnight stays. Appendix A Marketing Database Team Assistant Director of Income Generation Head of Database & Insight Database Manager Insight Analyst Forecasting Analyst Gift Aid Manager Response Handling Manager Marketing Database Analyst x4 Database Training and Support Supervisor Response Handling Assistant Training & Development Advisor x 2 Data Import & Support x 2