Team Leader, Marketing, Communications & Brand. Kings Way, South Melbourne. DATE: June 2017 ORGANISATIONAL ENVIRONMENT

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1 POSITION: REPORTS TO: LOCATED: Campaign Coordinator Team Leader, Marketing, Communications & Brand Kings Way, South Melbourne DATE: June 2017 ORGANISATIONAL ENVIRONMENT Melbourne City Mission (MCM) is a leader and innovator in the provision of services to the community. Established in 1854, Melbourne City Mission is a non-denominational organisation that provides assistance to thousands of Victorian people and communities experiencing disadvantage. As a service provider Melbourne City Mission s work is focussed on providing a hand up not a hand out, supporting people to take charge of their own lives and participate fully in community life. Melbourne City Mission s service profile includes: Children, Youth, Adult and Family; Disability; Employment, Education and Training; Homelessness; Justice; and Palliative Care. As a social change agent Melbourne City Mission advocates for social policy change and works across all sectors in seeking to achieve sustainable outcomes for communities experiencing disadvantage. JOB CONTEXT The Fundraising, Marketing and Communications Team, led by the General Manager of Marketing, Fundraising and Communications proactively implements the marketing, fundraising and communication strategies to build Melbourne City Mission s profile, support organisational cohesion and achieve financial independence. The primary functions of the Unit are: To deliver marketing strategies that deliver customer focussed retention and acquisition initiatives aligned to MCM s future growth ambitions Fundraising & resource generation through: o Public donations o Bequests o Major gifts o Corporate partnerships o Fundraising campaigns o Capital fundraising o Community fundraising o Events o Developing of new and innovative fundraising initiatives. Brand Management and marketing External Communications Internal Communications JOB PURPOSE The Campaign Coordinator will be responsible for the hands on management of campaigns, throughout campaign s life cycle (from setup to wrap-up), to ensure overall campaign success and high levels of customer acquisition and retention for commercial outcomes. This person will provide 1

2 day-to- day campaign management, analysis and actionable optimisation recommendations. Additionally, the Campaign Coordinator will support the delivery of the Communications Plan, Marketing Plan, Social Media Plan, through the provision of leadership and expertise with the online communications and brand tools used across Melbourne City Mission. In addition the role supports a range of program areas across brand, internal and external marketing and communications. JOB OBJECTIVES Duties of this role may include but are not limited to the following: Support business growth and objectives to strengthen the organisations presence in the market Develop, execute and report on integrated marketing campaigns Identifying customer segments and new ways of optimising future activity Project management of communication & marketing projects Source, write and create compelling content for internal and external marketing & communications for different audiences Additional communication and marketing responsibilities as required To deliver functional revenue, acquisition or retention targets across the organisation This position will develop and prepare detailed campaign and data briefs and present them to internal and external stakeholders. The Campaign Coordinator will also proactively co-ordinate and execute marketing campaigns across all elements of the marketing mix and oversee campaign budgets. The position is responsible for analysing results and identifying customer segments and new ways of optimising future activity to increase acquisition and brand awareness in the market. Key to this role is to tailor communications messages in each campaign to connect to relevant customer personas and segmentation in order to deliver on new customer acquisition and retention revenues. The position will collaborate closely with internal stakeholders to ensure that there is full visibility and reporting on functional campaigns and analyse and present results and ROI of campaigns. As an expert in marketing communications, it is expected the position will support the commercial success of services and act as a champion and guardian of the identity and brand. The Coordinator will also be required to work collaboratively with the Marketing and Communications team as well as a range of internal and external stakeholders. Campaign Management Develop integrated B2C (and potentially B2B) marketing campaign strategies and activity plans that use channels effectively and that will achieve campaign objectives including generating qualified leads Manage the implementation, tracking and measurement of integrated marketing campaigns, on time and within budget Work with key internal and external stakeholders to implement effective campaigns Brief external agencies and internal teams including creative, digital and media planning agencies to deliver campaign activity against brief Manage agency campaign implementation and performance against agreed campaign activity Write and edit copy for a range of promotional printed materials and publications including annual prospectuses, institutional profiles, adverts, online tools, promotional flyers etc Be responsible for the production and sourcing of all campaign materials Deliver campaign activity presentations and regular results presentations Campaign Reporting Ensure each campaign has clear metrics as agreed with the internal stake holders and Team Leader, Marketing, Communication & Brand and ensure that campaigns are achieving appropriate return on investment in line with corporate goals 2

3 Deliver bi-weekly optimization and monthly reporting of results against metrics, including use of web Analysis tools such as Google Analytics, data reports, KPI report evaluations, tracking codes and reports etc Carry out post campaign analysis to report KPIs and distribute learning for future campaigns Work with MarComms team to understand stakeholder feedback to influence future design work Manage the master campaign plan of activity to ensure that individual campaigns dovetail effectively without Duplication or over-exposure whilst still achieving individual campaign objectives Complete competitor benchmarking for promotional activity and report regularly to key stakeholders Work with the internal stakeholders to obtain buy in for campaigns and to obtain information to devise, prepare and produce campaign activity and content. Ensure all information is accurate and passes through the official sign off process Coordinate campaign activity with the digital marketing team including website updates, social media activity and PPC activity to deliver campaign objectives and lead generative activity. Working closing with the Marketing Coordinator Develop CRM strategies for each campaign and coordinate CRM activity including customer lifecycle communication s, call centre activity, list purchasing, data pulls and lead management with various internal teams Effectively manage generated leads from all areas of the campaign activity in conjunction with the internal stakeholders Coordinate event activity and lead generation activity at events with the events team as appropriate Liaise with the PR and internal communications teams to deliver supporting activity for campaigns as required Assist in the delivery of Social Media updates and reporting of social media channels in conjunction with the Marketing Coordinator Assist with developing and coordinating edms including template creation/design, content creation and oversee compliance, manage and update lists Search Engine Optimisation including responsibility for Google AdWords campaigns Agency Management Day-to-day management of external agencies (where applicable) to develop plans, creative, production and print that achieve ROI required per campaign Ensure that brand standards and identity guidelines are adhered to Project Management Provide support and advice to in-house staff in relation to their communication & marketing objectives Assist in the delivery of internal and external marketing and communication projects Act as a brand ambassador for Melbourne City Mission ensuring all collateral complies with branding standards Assist with video and photoshoot Other communication and marketing responsibilities as required Work with the Fundraising Team on appeals, communications and updating database lists Administration and General Activities Management of multiple inboxes Assist in event and campaign coordination Briefing/copywriting and editing collateral/publications when required Attend meetings where necessary and take and distribute meeting minutes (where required) Assist with the development of new initiatives Ascertain and advise on job requirements 3

4 Keep up to date Marketing & Communications documentation in the organisation s RiskMan system and Learn360 system and training To ensure accuracy of marketing materials and be responsible for formal sign off process where required To ensure detailed and accurate records are maintained, e.g. recording contact and financial information Adhere to all policies and procedures with regards to budget expenditure, displaying budget control for individual campaigns and reporting any variances promptly Actively partake in the running of the department providing ideas and best practice synonymous with a high-performance team To ensure that all activity and communication, where possible, is accessible by all disabilities To be responsible for personal development within the area of marketing and current trends that may support job performance To undertake such other duties as may be reasonably expected Selection criteria KEY RELATIONSHIPS Accountability The position is accountable to the Team Leader, Marketing, Communications and Brand. The Marketing Campaign Coordinator may have relationships with staff from a range of Melbourne City Mission program areas, dependant on the needs of the people they are supporting. Some examples may include: Internal Relationships Staff from the Marketing, Communications and Fundraising Team Staff from the Homelessness & Justice team Staff from the Education, Early Years & Employment team Staff from the Disability team Staff from Policy, Media and PR Staff from Organisational Development Staff from Human Resources Staff from Properties and Facilities Staff from the Office of the CEO External Relationships Marketing Campaign Coordinator will actively liaise and network with a number of external service providers, organisations and stakeholders within the community, with the view to providing the most appropriate and effective services and supports to the people they support. KEY SELECTION CRITERIA Qualifications / Experience Essential: Qualifications in Communications, Marketing, Business or a related discipline 4

5 Demonstrated experience in the marketing campaign implementation and management Working knowledge and experienced in using content management systems, edm platforms and social media channels as well as print and local area campaigning Exceptional writing and editing skills with strong attention to detail and the ability to write effectively for different audiences Adobe CS skills including Photoshop and InDesign Demonstrated experience in campaign management Excellent time management and organisational skills and the ability to handle multiple projects simultaneously while meeting deadlines Excellent verbal and written communication skills and an ability to create compelling content to build and sustain awareness regarding Melbourne City Mission s programs and services Superior stakeholder management and relationship building skills Excellent time management skills Ability to work as part of a team and build constructive and effective relationships Excellent problem solving skills A high level of self-initiative and drive Current driver s licence MELBOURNE CITY MISSION CAPABILITIES In addition to the Key Selection Criteria, applicants should be able to demonstrate the following attributes: Quality, safety and risk management are paramount Play by the rules you make no compromises when it comes to quality, safety and risk management. Clients are at the centre of everything you do You help clients reach their goals and get the best possible outcomes by working in partnership. You re always on the lookout for opportunities for improvement. You help make Melbourne City Mission a great place to work You build and maintain relationships with all your colleagues and clients. You re a team player; you actively participate in an encouraging and supportive work environment. You achieve results You re focused on what you need to do and you deliver. You raise the bar You embrace a culture of learning, growth and development. Communication is key You re clear, know your audience and use a variety of methods to share information. 5

6 TERMS AND CONDITIONS OF EMPLOYMENT Classification: Within the range for Band 2 salaries under Melbourne City Mission s remuneration structure, depending on experience and qualifications Hours: Full-time (76 hours per fortnight) Tenure: Ongoing Location: Conditions: This position is based at Kings Way, South Melbourne of Melbourne City Mission, however frequent travel to other sites will be required An internet enabled mobile phone, for time and attendance if working offsite. Appointment to this position is subject to the satisfactory completion of a National Police Check, current Victorian Working with Children Check, current Victorian Driver s License and the right to work in Australia. 6