JOB DESCRIPTION. Direct Marketing Manager

Transcription

1 JOB DESCRIPTION Direct Marketing Manager Location: Nene Hall, Peterborough Reporting To: Head of Individual Giving Salary: Grade 4 Hours: 37½ per week Job Summary: The Direct Marketing Manager be responsible for developing fully integrated direct marketing campaigns to maximise giving from our existing supporter base. You will have strong understanding of direct marketing across on and offline channels and have excellent communication skills. To ensure effective direct marketing and supporter care policies & procedures are in place in order to deliver best practice and to protect the Charity s reputation. Key Accountabilities: 1. Plan, develop and oversee direct marketing campaigns. 2. Analyse campaign effectiveness. 3. Work with selected designers and copywriters to create compelling concepts and creatives to capture audience engagement. 4. Ongoing campaign evaluation and adjustments. 5. End to end campaign management. The above list of responsibilities is not exhaustive and the post-holder may be required from time to time to carry out other duties as required which are broadly consistent with the status of the post within the organisation.

2 Campaigns Working in partnership with the Head of Individual Giving and colleagues across the charity, source and develop campaign messages which will resonate with our current supporters and inspire them to offer financial support to Kidney Research UK Be responsible for all copy and images of the creative packs for appeals, including signingoff copy, artwork and print proofs, ensuring that communications reflect the Charity s messaging and adhere to brand guidelines Proactively make recommendations to improve direct marketing campaigns in order to increase income and cost efficiency. Produce campaign schedules, project plans and check lists involving all relevant stakeholders. Continuously monitor communications and messages from across the charity and highlight potential timing clashes at planning stage. Ensure all materials and communication are on brand and reflect the values and mission of Kidney Research UK Data, Reporting & Analysis Produce and circulate weekly top line reporting, including key statistics for relevant projects Make recommendations on segmentation and hierarchy based on segmentation analysis and develop data selection briefs accordingly. Be responsible for warm data selections and segmentation liaising with appropriate agencies Produce yearly comparison reports and make recommendations to increase net income. Work with other members of the Individual Giving department to develop Individual Giving products and other fundraising products as appropriate to the audience. Income & Expenditure Budget Management Work with Head of Individual Giving to develop annual income and expenditure budgets Track income and expenditure for each direct marketing campaign ensuring it delivers income target and achieves or exceeds forecast ROI Negotiate with suppliers ensuring all campaigns are cost effective and highlight any concerns. External Suppliers Manage day to day relationship with chosen suppliers and agencies. Remain up to date with god practice within the sector From initial planning and briefing of the appropriate agencies to on-going liaison, ensuring all appropriate response handling is in place for cause and raffle appeals Build relationships with external contacts (as above) and ensure they perform to agreed service levels, and work is carried out efficiently, cost-effectively and with maximum benefit to the Charity in order to deliver the campaign plan

3 Best Practice Use all appropriate activities to promote tax effective giving to individual donors thus maximising Gift Aid income. Ensure raffles are compliant with the Gaming Commission Conditions and practice under the operating licence Ensure that any data capture opportunities comply with provisions of the Data Protection Act 1998 To adhere to relevant legislation and the guidelines (eg Institute of Fundraising and the new fundraising regulator) Measures of Performance: Delivery of income against targets Project delivery according to agreed plan and time-scales Compliance with legal and regulatory standards Accurate and responsible data handling Supportive line management Proactive and positive attitude to team development

4 Person Specification Attributes Essential Desirable Knowledge/Qualifications Degree or equivalent professional qualification or significant relevant experience. GCSE English and Maths (or equivalent). Good understanding of Data Protection principles and practices. Knowledge in a discipline such as Marketing or Business Studies. 1-2 years in a marketing or customer relationship management role. Relevant work experience in a not-for profit organisation. Demonstrable understanding of direct marketing and print production. Knowledge and awareness of current fundraising practice and regulatory framework. Experience Previous experience in a marketing environment Track record of targeting and delivering marketing activity. Previous experience in fundraising. Line management. Previous use of a supporter or customer database. Briefing and liaising with designers and printers Working with fulfilment partners. Skills and Abilities Ability to multi-task and work to tight deadlines. Creative, with excellent written and verbal communication skills. Numerate and analytical. Able to think and act at a strategic level. Budget management. Good knowledge of Microsoft Windows applications, particularly Excel or similar. Budget setting. Ability to analyse data.

5 Personal Attributes/Qualities Circumstances Positive and self-motivated with ability to handle pressure. Determination to succeed as an individual and as a member of a larger team. Enquiring nature. Team player. Desire to develop a career in the voluntary sector, particularly in individual giving. Passion for the not for profit sector. Creative thinking and pragmatic approach to problem-solving. Person Specification Competency Profile: Personal Effectiveness Planning and Decision Making Communications and Influencing Building and Maintaining Relationships Developing Yourself and Others Innovation Specialist Knowledge Competent Skilled Advanced Expert