Position Description: Digital Marketing Coordinator - FebFast & Ride the Night

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1 Position Description: Digital Marketing Coordinator - FebFast & Ride the Night FebFast vision: Ride the Night vision: YSAS values: Position & location: Period: Remuneration: Reports to: Direct reports: Responsibilities: To improve the personal health of all Australians, especially vulnerable and disadvantaged young people experiencing alcohol, drug and mental health issues. To become a marquee event on Melbourne's calendar, allowing event partners to accelerate the popularity of bike riding in Australia whilst promoting health, community and the environment, and to reduce the stigma surrounding drug addiction. At Youth Support + Advocacy Service (owner of FebFast & Ride the Night events), our values are enacted through our commitment to social justice and human rights, acceptance, integrity and authenticity, harm reduction, empowerment, learning and evolving. Digital Marketing Coordinator, located at 131 Johnston Street, Fitzroy Contract position (November February 2015; 38 hours per week; note: requires working over the Jan 31 st & Feb 1 st weekend) Range: equivalent to $60,000 to $75,000 annual wage, plus super, plus salary packaging Campaign Director No direct reports This role will work with two brands: FebFast (75%) and Ride the Night (25%) and is a key role working across brand websites, digital ad campaign and edm development.

2 About FebFast FebFast is the marquee fundraising event for YSAS and an annual health challenge for all Australians, to take a break from their creeping bad habits for the 28 days of February. Originally a break from alcohol, the campaign now includes four fasts : FebFast Alcohol, FebFast Sugar, FebFast Social Media and FebFast Junk Food. This short break is both a timely health kick at the start of the year and a vital community fundraiser: money raised helps programs for vulnerable families and young adults tackling serious alcohol and drug issues. To date, FebFast has raised over $6,600,000 inside 7 years and supported 45 programs across the country. About Ride the Night As the clock hits midnight on January 31, 2015, Melbourne will host Australia s first ever mass participation night-time bike ride. One thousand riders will participate in a cycling festival beginning at Alexandra Gardens and, over approximately 75 kilometres, cover many of the city s iconic locations. Along the route, fun rest points featuring local Melbourne DJs and baristas will entertain riders, while mini light shows will create an atmosphere of fun, excitement and energy that celebrates Melbourne. Ride the Night is an event run jointly by Youth Support + Advocacy Service (YSAS) and Bicycle Network, bringing together expertise in event delivery and event marketing. Funds raised from Ride the Night will support programs which work with young Victorians with serious drug and alcohol issues, helping break the cycle of youth addiction. About YSAS The Youth Support + Advocacy Service (YSAS), owner of FebFast and part-owner of Ride the Night, is a leading youth health not-for-profit agency that enables highly vulnerable and high risk young people, or those at risk of becoming so, with substance dependence and misuse, mental illness and social

3 disconnection to take control of their health and wellbeing. Established in 1998, YSAS has now supported over 20,000 highly vulnerable young Victorians. Over half of the young people we supported in either ceased or significantly reduced their drug use. Due to both FebFast and Ride the Night being online fundraisers, leveraging the opportunities presented by various social media platforms (including, but not limited to, Facebook, Twitter, Instagram, LinkedIn and YouTube) are of key importance to the overall success of the campaigns. This newly created position is a wonderful opportunity for someone who is passionate about using social media to win hearts and minds, and excited by the potential for FebFast and Ride the Night to improve the health of Australians, especially those with serious drug and alcohol issues. The role will work closely with the marketing team to create and execute social media strategies and respond to customer service enquiries during the key campaign periods (November-February). Key responsibilities: Position Overview: Key Experience: Key Attribute: Digital advertising and campaign management; SEO management working with a third-party; developing and coordinating detailed edm program (MailChimp); daily and detailed analytic analysis reviewing KPI s including conversion and engagement across web, social, edm and CRM platforms; website maintenance (WordPress) To coordinate multiple digital touch points with our customers, including digital campaign management and direct comms in order to reach participation and fundraising targets. A proven track record working within the digital marketing environment with tangible experience working with analytics, SEO and with multiple and relevant platforms including Mailchimp, Facebook ads, Google analytics and adwords, plus a high level of comfort learning and trialling new platforms. The ability to work across the full spectrum of digital marketing, from strategy, to execution and measurement.

4 FebFast & Ride the Night Key Responsibilities Digital Campaign Coordination Identifying and developing optimization strategies for digital marketing activity for both campaigns. Coordinate all organic traffic and SEO strategies, working closely with an external provider, testing and reacting accordingly to maximise traffic and conversion targets Coordinate all areas of paid search activity, including the development, implementation, monitoring and evaluation of all paid digital campaigns to ensure the highest level of ROI and to engage supporters, build communities and inspire participation. Monitor, research, report and analyse on the performance of all online activities, searching to continually nuance online actions to improve conversion and engagement, to draw insights and think laterally and creatively to identify opportunities. Campaign coordination Schedule and implement the communications strategy, working within MailChimp with a complex level of segmentation and personalisation Working closely with edm template design A/B test and seek the optimum levels of engagement across all edm s Create and test trigger-based and automated levels of e-communication, designing workflows where appropriate Timely resolve any platform based problems to ensure consistent and error-free coms during peak campaign periods. Regular and timely reporting and optimisation Web Coordination Agreed Achievements Reach, traffic, engagement, conversion and ROI targets Open rate, click-through and conversion targets Reach, traffic, engagement, conversion and ROI targets Open rate, click-through and conversion targets

5 Maintain the FebFast and Ride the Night website working with WordPress and third party developers Regular and timely reporting and optimisation General Work closely with the Media & Content Manager and the Community & Customer Service Manager to provide an integrated campaign. Work within an agreed marketing budget and advice on the best use of the digital advertising budget presenting likely returns on investment levels Note: The position has no direct responsibility for the direct-to-public content management of our social platforms (Facebook, Instagram, Twitter, LinkedIn, Pinterest), however, is expected to work closely with the Community & Customer Service Manager Time on site, conversion, pages per session, Goals & Events targets Key attributes we re searching for: We already assume that you are creative, flexible, and confident, that you love digital marketing and have a natural attention to detail, with great time management and an ability to perform under pressure. We are also assuming you are completely comfortable constantly testing, scrutinising and experimenting with different campaigns in a constant search to find the biggest return on investment. We re also looking for someone who: Holds relevant training or tertiary qualifications (Communication, Marketing) along with a minimum of 2 years experience in a similar position; Has a proven and proud track record in achieving success across digital marketing platforms; An intrinsic knowledge and confidence with a broad variety of digital platforms, in particular: WordPress, Mail Chimp, Google AdWords & remarketing, Facebook and social advertising; Has exceptional verbal and written communication skills; Has exceptional analytic experience, attention to detail, and proven history in applying insights to live campaigns; Is excited by preventative health and the ability to create change;

6 Desirable but not a deal breaker: Excellent writing skills for campaign content Knowledge of CRM Sugar platform Passion for not-for-profit sector and alcohol and other drug issues in particular. Note: the successful applicant will be required to undergo a National Police check and hold a current Working with Children Check before started. I accept the position description as documented above and understand that the position description will be reviewed annually. I also understand that the position description may need to be amended periodically due to changes in responsibilities and organisational requirements. Changes to the position description will be consistent with the purpose for which the position was established. SIGNED Director Date: Marketing Manager Date: