POSITION DESCRIPTION Team Lead, Marketing

Transcription

1 Position Title: Team Lead, Marketing FTE: 0.8 (negotiable), permanent Department: Customer Experience Reports to: General Manager, Customer Experience and Brand Australian HR Institute The Australian HR Institute (AHRI) is the national association representing human resource and people management professionals. We have over 20,000 members from Australia and across the globe. The team at AHRI: Set the professional standard for HR in Australia through HR certification Provide education and training services in HR, people management and business skills Produce world-class conferences, including our biggest annual event, the AHRI National Convention & Exhibition Hold seminars and networking opportunities all over Australia Commend excellence in HR practice across Australia through the highly regarded AHRI Awards. AHRI is owned by its members and is governed by a Board of Directors with a Council of State Presidents. Find out more: ahri.com.au/about-us Department Overview CEO General Manager, Customer Experience and Brand Team Lead, Marketing Senior Communications Coordinator Web Developer Web Developer Database Administrator and Analyst Marketing Coordinator Graphic Designer Digital Communications Coordinator

2 Primary purpose for this position The Team Lead, Marketing role leads a small team to deliver marketing and graphic design activities; develop customer-centric marketing campaigns and activities for AHRI s products, services and corporate strategies (in collaboration with the Marketing Coordinator); and the successful and consistent positioning of the AHRI brand. Campaigns and activities that the Marketing Team is responsible for include membership acquisition and retention; member benefits (i.e. mentoring, work experience program, etc); professional development (i.e. corporate training, formal education courses, elearning, networking, etc); certification; AHRI Awards, and events including the National Convention & Exhibition, Inclusion and Diversity Conference and International Women s Day breakfasts. Key Responsibilities and Duties ONE AHRI Deliver a consistent high level of service to meet the expectations of our members and stakeholders. Continuously build knowledge of AHRI products and services. Continuously build understanding of member cohorts. Build and maintain effective relationships with all relevant stakeholders including but not limited to team members, other AHRI employees and our membership/customer base. Knowledge sharing through CRM, i.e. updating of imis where appropriate. Provide reception relief during the department allocated times. NPS Attendance at AHRI CPD Cross team collaboration

3 TEAM LEADERSHIP Provide guidance, support and coaching to direct reports in relation to the delivery and execution of marketing campaigns / activities, and make recommendations for continuous improvement. MARKETING CAMPAIGNS AND ACTIVITIES Oversee (and manage where appropriate) the workflow of the marketing team and web team. Using customer data to identify segments and understand behaviour to build successful marketing campaigns / activities. Approval of all marketing campaigns / activity assets produced in terms of content, brand, accuracy and timeliness. Co-approval with Communications Team on communications assets in terms of content, brand, accuracy and timeliness (HRM magazine, social media, edms, etc). Alongside the General Manager, Customer Experience and Brand be across the organisation s priorities, key messages and opportunities for leveraging marketing activity for cross-promotion. Work collaboratively with the Marketing Coordinator to develop, implement and evaluate marketing campaigns / activities for all AHRI products and services, and corporate strategies. The Marketing Team will be skilled up to perform in their roles and able to deliver a high level of service to their stakeholders Timely feedback to the Marketing Team on performance to facilitate continuous improvement and the celebration of success stories. Workflow of the Marketing Team is projected and roadblocks addressed. The Customer Experience team and wider AHRI teams will be aware of the Marketing Team s priorities. Contribute to a culture of collaboration and accountability in the Customer Experience Team. Marketing campaigns and activities will: - Champion the customer experience - Align to project budgets - Be tailored to target audiences - Delivered on time - Reflect and amplify the AHRI brand. Error free marketing and communications activities. Opportunities for cross-promotion between projects leveraged. Delivery of timely and on-budget campaigns by the Marketing Team. Measurable ROI and engagement based metrics for marketing activity (i.e. project targets, Google Analytics, open rates, clicks, conversions, etc). Marketing campaigns and activities will:

4 BUDGETS Plan, book, write and deliver print and digital advertising (i.e. social media and Adwords), collateral, promotions and video content for marketing campaigns and activities. Continuous optimisation of advertising messaging, placement and budgets where appropriate. Work collaboratively with the Communications Team to ensure all marketing campaigns and activities are complimentary to the communications activities (i.e. HRM magazine, social media, edms, etc). Briefing the Communications Team on messaging for social media and edms related to campaigns and activities. Working with the Graphic Designer to produce collateral / assets including website design, digital advertising elements, print adverts, collateral and marketing materials. Report to the General Manager, Customer Experience and Brand on the progress of marketing campaigns and activities. Work with the General Manager, Customer Experience and Brand to develop the annual marketing budget and strategy. Plan campaign / activity budgets. Provide ongoing budget updates across relevant teams and the Finance Department. Process invoices for marketing activity. - Champion the customer experience - Aligned to project budgets - Are tailored to target audiences - Delivered on time - Reflect and amplify the AHRI brand. Organisation revenue targets achieved. Error free marketing and communications activities. Social media and edm activity and messaging is aligned with respective marketing campaigns / plans. Where appropriate content / activities will be segmented based on location / member type/ preferences. Budgets tracked and up to date. Marketing campaigns / activity delivered within the set budget. Budget forecasting completed as requested. Purchase orders raised, and invoices processed in a timely manner.

5 COPYWRITING Writing of content for marketing materials (online and print advertising, print collateral, publications, websites, digital assets, videos, edms and social media). Key messages, content and calls to action will communicate a clear and interesting USP that leads to campaign / activity KPIs being achieved. Content is produced in the AHRI tone of voice, champions the AHRI brand and addresses the customer s needs. AHRI WEBSITES Working with Web Team and General Manager, Customer Experience and Brand to review and improve web content and structure; and project manage improvements. Working with the Web Team, improve AHRI s reach through SEO/SEM strategies. Upload and update content on the website via CMS as required (i.e. launch of new event, education program, etc). Project manage the development of new websites as required. The AHRI websites champions the customer experience and AHRI brand. Content is regularly reviewed and updated when requested. New technology solutions and optimisations implemented where appropriate (in collaboration with the Web Team). DATA DRIVEN APPROACH Marketing campaigns/activities to be developed from data-driven approach with plans to be backed up by proven campaign results, customer data and ROI. Tracking and reporting on all marketing campaigns / activities during and post campaign/activity to determine ROI. Develop a clear understanding of the various customer values and needs in order to support the creation of segment and subsegment offers and initiatives. Campaigns/activities are evaluated during implementation and activity adjusted where appropriate. Post-campaign/activity reports are provided. Learnings from the evaluations are applied to future campaigns/activities.

6 INTERNAL AND EXTERNAL RELATIONSHIPS Maintain effective business relationships with suppliers (creative agencies, advertising account managers, etc), Customer Experience team members, and AHRI teams. Attending weekly department meetings, providing updates on marketing activity. Gain active cooperation of the marketing team and other AHRI project teams. Demonstrate and lead by example in relation to the business principles and core values of AHRI. Deliver a high level of service in order to meet the expectations of all stakeholders. Attendance at regularly scheduled departmental meetings. Essential skills, qualifications and experience Undergraduate degree in marketing or a similar degree, with 8+ years demonstrable marketing work experience. Experience in membership, education or event organisations would be preferable. Demonstrated experience in supervising / managing and developing a team. Highly experienced with the development, delivery and evaluation of customer-centric marketing campaigns and activities. Experience with using customer data to identify segments and understand behaviour to build successful marketing campaigns / activities. High level marketing / advertising style written communication skills with a focus on USP and clear calls to action. High level of attention to detail in terms of content, design and brand. Ability to coordinate multiple and varying tasks with conflicting deadlines. Experience with Google Adwords, Google Analytics, social media advertising, and uploading content via CMS. Proven ability to build trust, confidence and be approachable to team members; and build and maintain relationships with internal and external stakeholders, including experience in negotiating with and influencing managers and staff across all levels of an organisation. Ability to manage budgetary requirements, to ensure all marketing activity is conducted within set budgets.

7 Workplace Health and Safety Responsibilities All staff are required to take reasonable care for their own health and safety and that of other personnel who may be affected by their conduct. Participate in the development of a safe and healthy workplace. Comply with instructions given for their own safety and health and that of others, in adhering to safe work procedures. Co-operate with management in its fulfilment of its legislative obligations. Take reasonable care to ensure their own safety and health and that of others, and to abide by their duty of care provided for in the legislation. To report any injury, hazard or illness immediately, where practical to their supervisor. Not place others at risk by any act or omission. Not wilfully or recklessly interfere with safety equipment. Further information can be found in AHRI s WHS policy. Incumbent: I acknowledge that I have read, understand and accept this job description. Signed Date

8 Template Training Needs Analysis Major tasks, skills or Description Have now? If selected 2 or 3 identify what your competencies of the position Select from below: 1. I have extensive knowledge training/development needs are: in this area or of this product and can teach other AHRI employees 2. I have enough knowledge and confidence in this area or to explain features and benefits to our members 3. I don t know much about this area or this product Example: Strong customer service and consultative selling skills 1. Consultative selling skills e.g. 3 e.g. I need to learn how to have a sales conversation and support on how to convert prospects into sales 2. Net Promoter Score NPS e.g. 3 e.g. I don t know what this means or how to achieve a high score 3. Career Conversations e.g. 3 e.g. I need training on the different HR career stages i.e. 4. Knowledge of the HR profession: What is HR? what a senior HR professional etc.

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