Position description. Business Development Manager. Position Number: Delegation: Cost Allocation: Membership 25% HP Awareness 75%

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1 Position title: Dept. / Team: Reports to: Position Number: 6608 Classification: Delegation: Membership Marketing Specialist Business Development Business Development Manager Above Award N/A Cost Allocation: Membership 25% HP Awareness 75% A. Position purpose Position description The Membership Marketing Specialist has a core focus on engaging as many people living with diabetes to make them aware of the information support and services that are available through Diabetes Victoria to help them in either preventing diabetes or in their diabetes management. Through this engagement, they also develop an understanding of people with diabetes to inform Diabetes Victoria on how to respond to people s needs and health circumstances and in learning more about supporting and advocating better on their behalf. Engagement with people with diabetes is through a combination of initiatives, including phone contact, personalised letters through direct mail campaigns, communication via member newsletter, e-newsletters, surveys, activities and events, and face-to-face contact. The Membership Marketing Specialist also works to acquire new for Diabetes Victoria and increase year-onyear growth in hip acquisition by designing and implementation of acquisition initiatives such as direct marketing campaigns, personal selling and telemarketing. The Membership Marketing Specialist works to engage and retain existing of Diabetes Victoria, and increase year-on-year hip retention rates, by engaging with Diabetes Victoria s purpose and vision, managing hip benefits and communications, and contributing to the development of a compelling hip value proposition. This position has a strong focus on sustainability, driving information about health and wellbeing through effective diabetes management with the aim of affecting behavioural change for people to more actively and optimally manage their condition and health & well-being. B. Business Unit / Departmental Purpose The Business Development Department maintains a holistic view of Diabetes Victoria s stakeholders, working to develop and/or strengthen Diabetes Victoria s relationships with, customers, donors, partners, sponsors, volunteers and other supporters. The primary function of the department is to lift stakeholder engagement with Diabetes Victoria s brand and many programs, services & resources to advance our mission to support, empower and campaign for all Victorians affected by diabetes. The department comprises Fundraising & Partnerships, Membership & Marketing and Bequest teams. The department is focused on taking all stakeholders on a journey to increase their engagement with, and contribution to, Diabetes Victoria. The department has an agreed revenue target each financial year. support empower campaign Page 1 of 7

2 C. Key accountabilities KEY RESULT AREAS (KRAs) The key measurable outputs or deliverables required of the position. TASKS The main activities required to achieve a KRA. KEY PERFORMANCE INDICATORS (KPIs) The quantitative/qualitative evidence used to measure how well the KRAs have been achieved. 1. Engagement and communications Assist in implementing the registrant & member engagement and communications strategy and calendar Manage registrant and member touch points (i.e. manage processes for Helpline, online member area, events, manage data capture across all touch points to ensure consistency and efficiency) All communication and customer service is consistent Processes and procedures for registrant & member touch points are maintained and up-to-date All are communicated with at least 4 x per year Manage development of member benefit offerings, work with external partners to deliver and promote benefits Achieve min. 95% data capture of registrant & member interactions and min. 95% data integrity Ensure organisation-wide understanding of hip program and benefits Suite of member benefits provides value to Plan, design and implement registrant & member engagement activities, drawing on best practice in hip marketing and customer engagement Drive registrant & member uptake of Diabetes Victoria programs and services Support and attend events and programs, to ensure face-to-face opportunities for registrant & member engagement Work closely with the Media & Communications and Diabetes Education department to develop content for e- newsletters, marketing collateral, social media posts, articles and campaigns Support management and control of hip marketing materials and stock levels, including member cards and welcome packs and brochures Measure member behaviours in relation to the most effective communications and engagement strategies (assess correlation between level of engagement and key measurable relating to improved health outcomes as well as likelihood of hip renewal) Increase in average value of individual year-on-year Increase in average level of member engagement with Diabetes Victoria programs and services year-on-year Engagement initiatives and campaigns provide new opportunities for to engage with Diabetes Victoria and are delivered in line with Diabetes Victoria best practice Increase in efficiency in stock and inventory management Increase in the use of digital communications to replace hard copy mail and resources - convert minimum 5% of hard copy renewals to online payments Report on registrant and member engagement results are submitted to the monthly Identify high value and work with Diabetes Management & Business Development Team to increase the value support empower campaign Page 2 of 7

3 of over time, increase support as volunteers, clothing donors, financial donors, bequests, etc. Report on registrant & hip engagement metrics, continuously identify and implement improvements 2. Member acquisition Manage existing hip acquisition pipelines Develop new pipelines and acquisition initiatives e.g. direct marketing campaigns, outbound calling, member-get-member campaigns. Liaise with external partners and suppliers as required Promote Diabetes Victoria hip in all relevant communications channels, engage with partners and community organisations (health centres, pharmacies, primary care providers, support groups) to advertise and promote hip Work with other departments and relevant stakeholders to develop and maintain consistent, effective process to capture leads Grow member numbers to 40,000 Increase in hip pipeline growth - grow as percentage of National Diabetes Services Scheme registrants (i.e. total number of Victorians diagnosed with diabetes) to 25% The organisation as a whole has up-to-date information and knowledge of the hip program and benefits Partners and community organisations promote Diabetes Victoria hip Member acquisition campaigns have a minimum response rate of 8% Diabetes Victoria hip offerings are positioned to reach target markets as identified through needs analysis reports. Develop and implement communications strategy to convert leads to financial Best practice tactics are implemented in line with industry acquisition trend report outcomes Engage all areas of the organisation with hip acquisition through provision of training and hip information Evaluate success of acquisition strategy, initiatives and processes including analysis of acquisition cost per member, utilise CRM database and implement learnings to refine acquisition tactics Monitor member acquisition trends in industry, conduct needs analysis of target markets and identify gaps where Diabetes Victoria hip offering can be positioned Report on industry acquisition trends and import best practice tactics 3. Member retention Develop and implement member retention strategy Manage member renewal process and ensure efficiency and consistency across Helpline and Finance teams Coordinate member renewal initiatives in Grow member retention rates by 8% 100% of renewals are issued in advance of hip expiration month 90% of due for renewal are contacted within 6 months via phone (50%) support empower campaign Page 3 of 7

4 conjunction with the Help Centre and mail (50%) Mitigate risk of hip lapse and cancellation through effective management of the hip communications strategy Analyse member feedback to review success of member benefit offerings Design and implement lapsed member strategy, campaigns and initiatives Analyse database, survey and research to determine non-renewal patterns and develop remedial strategies accordingly Member fatigue, is mitigated through effective communications calendar management All lapsed are contacted within two months of hip expiry A minimum of 30% cancellation reason data has been captured Member benefit offerings are reviewed on an annual basis Member retention result reports are submitted monthly 4. Research & Development Conduct needs analysis of registrants and identify gaps where Diabetes Victoria and its offerings can provide solutions Research, identify and measure potential hip segments and design strategies to attract registrants to avail of additional support provided in their state on diabetes management Working with relevant stakeholders, develop and maintain effective processes to ensure capabilities to engage and communicate with registrants and Engage with external organisations, such as Community Health Centres, seniors clubs, pharmacies and work with them to advertise and actively promote Diabetes Victoria and the NDSS Current date data on registrant & member is robust and informs the NDSS and Diabetes Victoria on ways of responding to registrant and and on the development of programs and services 6 monthly active engagement with registrants & through a variety of platforms such as face-to-face, online, telephone Less than 2% negative responses to communications are received Less than 5% return to sender mail is received per mail out 5. Administration Capture registrant & member details and ensure database integrity across the organisation Initiate registrant & member data analysis projects to aid effective business decisionmaking Write and maintain up-to-date policies and procedures to drive member acquisition and retention and to improve organisational efficiency Develop strategy and planning documents for member acquisition, engagement, and retention activities Achieve min. 95% data capture of registrant & member details, organisation-wide Policies and procedure manuals for hip activities and campaigns are maintained and up-to-date All registrant & member campaigns and initiatives are documented, staff are trained, and processes are in place (particularly CRM integration) prior to launch All monthly reports provided to the Diabetes Management & Business Development Manager Compose member communications, marketing materials, and correspondence support empower campaign Page 4 of 7

5 in addition to ad-hoc customer services responsibilities Track all campaigns and initiatives using relevant platforms and CRM 6. Team hip and relationship management Maintain a sound knowledge of Diabetes Victoria and NDSS, products, programs and campaigns Maintenance of strong relationships within Diabetes Victoria with particular reference to those areas with a high level of interaction with registrants and potential Be a positive ambassador for Diabetes Victoria and display a professional attitude and presentation when engaging with registrants, and other stakeholders Reports provided as requested in timely fashion Attendance at staff meetings, participation in organisational project teams as necessary Ensure professional and friendly manner in all communications Positive feedback received (less than 1 complaint per month) from either internal or external stakeholders about conduct, attitude or behaviour Assist in the organisational reporting processes by providing relevant information to the Diabetes Management & Business Development Manager D. Organisational requirements Policy and Practice Compliance Comply with company policies and procedures Attend/complete mandatory compliance training Display duty of care at all times with Workplace Health and Safety Demonstrate awareness of Risk & Compliance obligations and undertake necessary actions Continuous Learning Professional Development Quality Policy & Procedures Actively participates in the Professional Development Review System Actively develop oneself Ensure that all work practices meet Diabetes Victoria s ISO 9001 quality certification requirements as outlined in the Diabetes Victoria Quality Policy (ISO-57) Customer Service Code of Practice Adhere to the Customer Service Framework (ISO-261) when dealing with all customer enquiries and complaints E. Position requirements The essential skills, knowledge and experience required of this position 1. Communication written Skills support empower campaign Page 5 of 7

6 2. Communication - verbal 3. Data Analysis (Salesforce desirable) 4. Public Speaking 5. Project Management 6. Relationship Management 7. Stakeholder Management Knowledge (Qualifications required) 1. A relevant tertiary qualification in marketing, business, communications, stakeholder engagement, public relations or equivalent experience 2. Valid Driver s License Experience 1. Demonstrated experience in developing successful marketing campaigns, manage projects effectively, support strategy development and achieve performance targets 2. Demonstrated experience in hip marketing and engagement with a large-scale member base (10,000+) 3. Excellent relationship management skills to engage with a variety of customers and stakeholders, including the culturally and linguistically diverse communities, health professionals, governments, corporate organisations etc. 4. Understanding of the needs of people from culturally and linguistically diverse backgrounds F. Behavioural requirements The behavioural competencies required to be demonstrated by an individual in order to perform this position effectively (please refer to dictionary of behavioural competencies) Behavioural competencies Level of proficiency 1-5 Proficiency Description See competency dictionary for additional detail 1. Networking / Relationship Building 5 Building and actively maintaining working relationships and/or networks of contacts to further the organisation s goals. Creates networking opportunities. 2. Adaptability 4 Adjusting own behaviours to work efficiently and effectively in light of new information, changing situations and/or different environments. Adapts to large, complex and/or frequent changes. 3. Communication 4 Listening to others and communicating in an effective manner that fosters open communication. Communicates complex messages. 4. Influencing 4 Gaining support from and convincing others to advance the objectives of the organisation. Builds coalitions, strategic relationships and networks. 5. Initiative 4 Identifying and dealing with issues proactively and persistently; seizing opportunities that arise. Looks to the future. support empower campaign Page 6 of 7

7 G. Key relationships/interactions The internal and external relationships/interactions and why the position interacts with these parties INTERNAL EXTERNAL H. SIGNATORY Who Business Development team Media & External Relations Education & Support Services Advocacy Coordinator Other Diabetes Victoria departments Community Health Centres, local health professionals and expos Other external partners Why (Reason for relationship) Work with other of the department to ensure effective development of registrant & hip support program and that departmental goals are met. Work with the Communications department to ensure relevant, appropriate and timely communication with. Liaise with staff to facilitate the development and effective utliisation of Diabetes Victoria s Education Services Program. Refer individual advocacy issues to the Advocacy Coordinator and work closely to identify systematic advocacy issues from individual and group concerns. Work with Diabetes Victoria departments in promoting events, and empowering and supporting people with diabetes to access relevant services Work closely with these individuals and groups to promote Diabetes Victoria and effectively engage the community with Diabetes Victoria programs and campaigns. Effectively manage relationships, trade displays, presentations and service arrangements with external partners Last updated: July 2016 Approved By: Marijana Andonovski Name: Signature: Date: / / Position holder acceptance: Name: Signature: Date: / / support empower campaign Page 7 of 7