Position Digital Improvement & Delivery Specialist Band 4. Reports to Manager Data and Digital Direct Reports 0

Transcription

1 ORGANISATIONAL INFORMATION Position Digital Improvement & Delivery Specialist Band 4 Reports to Manager Data and Digital Direct Reports 0 Department Marketing & Fundraising Budget Expenditure 0 About Plan operate in 51 developing countries where we implement community development projects dedicated to supporting children, and particularly girls, to realise their rights. We have national offices in 20 countries where we raise awareness and support and Plan International Australia is the Australian representative office of Plan International. Plan implements a range of programs internationally to support children, including health, education, child protection, and disaster risk management by raising funds from our 60,000 plus Australian supporters and the Australian Government, and providing technical expertise and quality assurance from a dedicated team in our office based in Melbourne. Plan Australia cooperates with and contributes to the strength of Plan globally while retaining and strengthening its own distinctive program focus. We hold full accreditation with the Department of Foreign Affairs of the Australian Government. Purpose: ners to Empower children, young people and communities to make vital changes that tackle the root causes of discrimination against girls, exclusion and vulnerability Drive change in practice and policy at local, national and global levels through our reach, experience and knowledge of the realities children face Work with children and communities to prepare for and respond to crises and to overcome adversity Support the safe and successful progression of children from birth to adulthood Culture and Values Plan supports leadership development across the organisation that will support and enable empowered people delivering high -, as follows: DEPARTMENTAL OVERVIEW Marketing and Fundraising Department aims to increase fundraising revenue from existing and new initiatives through individual giving, including regular gifts, (child sponsorship and a portfolio of other products), cash giving (planned and emergency appeals, major gifts, bequests and community fundraising) and corporate partnerships. Plan is at an exciting stage of building its digital fundraising and engagement capability to improve the experience for existing and new donors. Working within the Data and Digital Team, this role will deliver campaigns and activity across and web platforms, assist in digital and process optimisation and identify new digital opportunities. It will suit a hands-on person who thrives in measuring improvement, optimisation, user centred design and a rapid test and learn philosophy. They collaborate across teams to deliver, implement, report, evaluate and identify opportunites to integrate and improve Plan International activities This role also works with several external vendors to ensure development requirements are scoped, managed and measured within distinct projects that will deliver incremental value in key digital channels.

2 TEAM OVERVIEW This role is responsible for the ongoing performance, optimisation and improvement of Plans website and management of our analytics tools. The role is foundational to the Data and Digital Fundraising Team and reports to the Manager Data and Digital. The Manager Data and Digital, reports directly to the Head of Fundraising along with strong relationships across various key stakeholders to delver business outcomes in key digital channels. This team operates as part of the Fundraising Department team and is the critical support to drive digital fundraising, customer engagement and brand awareness. PRIMARY POSITION OBJECTIVE(s) The role is a hands-on decision maker who works in co-operation and collaboration with stakeholders across the organisation especially within the fundraising team, to ensure effective web improvements occur aligned to user centred design. The role is to review and improve current landing pages, quality of service and and create value through continuous improvement methodologies. Working closely with the Donor Contact Manager to develop and improve MyPlan to meet supporter expectations and improve experience. Track and report on value created through improvements. KEY ACCOUNTABILITIES Key Result Area Major Activities Outcome & Deliverables Digital Improvement & Testing (40%) Design, build and test, key optimisation solutions and improvements across the Plan International Australia website including; o Funnel, form and landing page optimisation o SEO results o Site speed o Navigation and search Review analytics and insights against key campaign and activity results to identify opportunities for improvement. Lead key redesign activity for both child sponsorship and gift catalogue areas within the website with external developers to improve usability and outcomes. Develop clear reporting on the value of improvments against key digital metrics. Recommend, co-design, assess, plan and deliver on the various artefacts to improve engagement, content, SEO and load times on the website. Assist broader digital team during heavy campaign periods or staff leave to deliver forms, landing pages and s to meet business requirements. Digital team key metrics* are to increase o All online conversions by 1-3% 1 o Increase traffic to landing pages by 5% 2 o Improve quality website traffic by 3% 3 o Improve overall average of home and landing page loads by 20% Digital improvement methodology is clearly defined, testing defined and clear indicators developed to prove improvements create new value. Opportunities for optimisation are identified, records and value analysis undertaken to articulate to senior leadership the opportunity and value of investment. Clear project deliverables and anticipated outcomes defined and measured. Internal teams engaged in any redesign activity with favourable satisfaction scores from internal stakeholders based on key indicators to be co-created with Data & Digital Manager. Produce lean documentation of improvments, ROI and learnings. Digital Campaign Monitoring & Reporting (20%) Develop and lead Google Anaylics, Adwords and SEO strategy and implementation. Increase internal understand within the organisation. Manage and create key dashboards in Google Anayltics & Power BI for web campaign and activity performance. Monitor key metrics across multiple tracking tools to identify issues, trends and opportunities to leverage in current and future campaigns. Research, revew and recommend tools to assist with measuring the effectiveness. Assist team with reviewing and providing recommended learning, insights & improvements as part of each campaign or activity. Development of three clear strategies and recommendations aligned to the needs of Plan. Ensure dashboards are created along with any supporting administrative documentation within agreed timeframes with team manager. Monthly overview commentary is included in team reporting to highlight trends, issues and opportunities. At least one new tool is investigated every two months and discussed with Manager as part of team meetings. Be seen and known as an active team member with stakeholders with corresponding 360 feedback results. Page 2

3 Technical (10%) Management of MyPlan services (10%) Operational Efficiency (10%) Compliance (5%) Ensure Plans website is operating within defined page load times, content is relevant and changes are co-ordinated and agreed with stakeholders. Adwords paid and grant performance is monitored and optimised to get best value for each service. Review content, structure, SEO, naming conventions and alt tags are relevant and to ensure obsolete content is updated and remains relevant. Research and knowledge sharing of digital standards, trends, products and services for the organisation to implement that will improve consideration, engagement, retention and income. Work with the Donor Contact Manager and customer service areas to ensure that MyPlan needs. Review, co-design and make recommendations to improve the usability / design of MyPlan. Work with Business Information Systems to create projects that will improve services and supporter experience provided by MyPlan. Recommend and where possible implement processes to improve performance both in agile ways of working and in how campaign production is undertaken. Be a proactive, self-learning, valued team member working together with the rest of the team to enable a high performance agile culture. Ensure child protection, privacy, ACFID and organisational policies are adhered to both internally and online. Ensure all transactional platforms are PCIDSS compliant and data is held within appropriate systems Ad words recommendations and changes are documented, approved and undertaken each month in line with campaign activity. Regular content meetings are held (minimum monthly) with key stakeholders to review content on a regular basis. Tasks and updates negotiated and delivered within agreed timeframes and budgets. Results and recommendations are captured and retained in team knowledge management systems MyPlan will have been evaluated for usability by January 2018 with a clear action plan on activity outstanding that will improve customer experience and usability. 3 key projects to improve supporter needs have been completed. Shared improvement across the team in continual improvement processes (agile), accountability for actions and a clear history of learning in line with development opportunities throughout the year and recorded as part of 1 on 1 meetings with manager. training and induction and ensure all digital activities are compliant with all relevant internal and external policies we work. Apply PCIDSS best practice at all times Escalation of policy breaches Metrics above are defined as: 1. Financial year on year total increase in donations across all regular and single gift campaigns, excluding emergencies. 2. Total traffic visiting the website home and landing pages for regular and single gift campaigns, excluding emergencies. 3. Quality is defined by: a. Lead Conversion rate b. Engagement on site c. Form submission d. Bounce rate TOP 3 CHALLENGES (of this position) 1. Delivering on multiple streams of value based activity while maintaining high reporting standards and discrete project delivery 2. Managing stakeholder expectations with known digital best practice against business needs and influencing sustainable change activity. 3. Time management in ensuring procedural and operational documentation, process change and reporting are maintained while delivering improvments. Page 3

4 QUALIFICATIONS & EXPERIENCE REQUIRED Tertiary qualifications in a relevant digital marketing or digital communications discipline. Experience in a similar role with a optimisation / usability / redesign focus especially with e-commerce. Highly skilled in analytics with a strong ability to interpret data to make informed decisions. Stong and proven understanding of SEO, Adwords and web page optimisations for improved searchability. An understanding of UX, fundraising principles and practice as it applies to digital donor journeys. Proven experience in the technical management and use of multiple platforms (Sitecore XP, Blackbaud Internet Services, Blackbaud CRM, Google Analytics, Google Adwords, Social Media Advertising platforms and & Marketing automation platforms). Proven experience in optimisation and insights platforms (Optimisely, VMO, Google optimize, Crazy egg, etc). Skills in HTML, CSS, Javascript, SEO. Analytical reporting. Adobe Creative suite. Office 365, Power BI & Sharepoint. Time and project management, along with relationship management and negotiation skills. TALENT REQUIRED FOR SUCCESS A passion for digital opportunities and an innate understanding of how to translate ideas into digital solutions. A personal drive to learn, leverage systems and redesign business processes to improve and enhance how we deliver on our digital platforms. Core Competency Band/Level 4 Communication and Collaboration Leading Self and Others Achieving Outcomes Change and Innovation Integrity Ambassador for Plan Diversity and Inclusion Page 4 Demonstrates interpersonal skills, active listening, empathy, social awareness and emotional intelligence in verbal communications Articulates clear and respectful messages and information to clients, management and colleagues Builds effective and positive working relationships with others Works collaboratively, and shares knowledge and learnings with people from different teams Uses relevant facts to express clear and logical arguments and opinions Participates effectively in internal and external meetings to advance organisational objectives Writes accurate, clear and informative reports and communications that meet the needs of their intended audience Determines own work schedule and priorities Contributes to team plans and relates teamwork to strategic objectives Takes initiative to achieve desired results and resolve issues Improves own skills and knowledge through networking, self-study, training and other readily accessible sources Sets challenging goals for self Supports others to develop and work more effectively(if applicable) Instils confidence and enthusiasm in team members; celebrates individual and team successes(if applicable) Coaches team members (direct reports) to support their ongoing development, leadership & performance Seeks to achieve results and consistently reaches outcomes Keeps others informed of progress against plans and results Proposes solutions to problems or barriers to ensure intended results are achieved Takes responsibility for seeing things through to completion delivers on commitments Displays persistence in tackling even the toughest work challenges Supports change management and assists others to adapt and adjust to change Supports the use of new technology and develops skills to master new technologies Investigates and proposes new ways of working and conducting activities Is intellectually curious about new approaches to problems or opportunities Evaluates current practices and uses lessons learnt to bring about improvements Upholds organisational values, to build trust Displays ethical behavior and works pro-actively to resolve issues Recognises (and calls) conflicts of interest Achieves value for money through economical decision making and purchases Accepts responsibility for mistakes and deals constructively with failure Takes action to fulfil personal and organisational commitments Observes professional boundaries and standards and assists others with ethical dilemmas Maintains an understanding of rights-based issues Advocates and discusses Plan positively, to advance its work Can explain why gender equality and inclusion programs, communications and fundraising Respects and values the diversity of talents, skills and backgrounds that others bring to work Actively supports diversity and inclusive work practices Treats all people with respect

5 ORGANISATIONAL CHART Manager Insights & Digital Data Analyst Insights Data Analyst Campaign & Web Design Officer Digital Improvement & Delivery Specialist KEY COMMUNICATIONS/STAKEHOLDERS (Contact / Organisation Internal / External) Fundraising Manager Data and Digital Internal Purpose & Frequency of contact Daily stand-up and operational interactions Weekly 1 on 1 Fortnightly team, planning and agile rituals. Other Fundraising & Campaign Managers Internal Regular-ongoing pre / during and post campaign Monthly Insights and learning meetings Other teams and managers within Marketing & Fundraising Internal As required depending on strategic and operational objectives Internal Departments and teams Internal Alignment and planning meetings for organisational digital activity planning Vendors (Media Agency & Development Agency External As required to brief and adjust campaign activity and to ensure systems capability, resolution of technical issues. Work Group Membership (for collaboration & maintain key inter-department linkages) Data and Digital Team Wider Fundraising Team Fundraising and Marketing Department Project Based Activity Leader Group Member Responsibility WORKPLACE HEALTH & SAFETY, AND COMPLIANCE REQUIREMENTS Workplace Relations Accreditation Child Protection ACFID Code of Conduct Fundraising Gender Equality, Diversity & Inclusion IH Global Reporting, Policy, Code & Compliance PIA Policies, Guidelines & Procedures, as amended Police Check ATO (Australian Taxation Office) Working with Children Workplace Health & Safety ASIC (Aust Securities & Investments Commission) Page 5

6 ASSESSMENT OF LEVEL OF CONTACT WITH CHILDREN or ACCESS TO CHILD DATA NIL MEDIUM HIGH LEVEL OF CHILD PREVENTION CHECKS REQUIRED: Police check required Working with Children MUST BE COMPLETED PRIOR TO COMMENCEMENT: YES OTHER REQUIREMENTS Travel Requirements: International Domestic OR Frequency: Monthly Quarterly twice/year once/year OTHER: Page 6