JOB DESCRIPTION Job Title Digital Marketing Assistant Department Marketing and Brand Reports to Digital Marketing Manager Salary 19,500 Duration 1 year fixed term contract Normal Working Hours 36 hours Person Specification Category Business Support / Level 3 We are one of the world s leading authorities on conflict and its impact on people s lives from 1914 through to the present day and beyond. Our collections are filled with personal stories and experiences, inspiring powerful and often conflicting emotions. We aim to share these stories with as many audiences as possible across the world in a way that engages and challenges them; increasing understanding of why we go to war and the effect that conflict has on people s lives. In other words, we expect our stories to change the way people think about war. We rely on our staff to help us achieve this aspiration. You should be able to demonstrate the skills and competencies set out below, but equally we are looking for people who believe in what we do and who we are, and can treat every colleague, customer or visitor with respect, courtesy and honesty. We expect our staff to work flexibly and with enthusiasm. These are the qualities that make IWM such an extraordinary place to work. Purpose of the job To support the delivery of IWM s digital marketing activity in order to acquire quality data, drive visits and ticket sales. To manage the day to day delivery of IWM s email marketing, creating campaigns, providing quality assurance and owning the email schedule. Key duties You will be expected to work independently as well as across different teams in order to contribute to and deliver the priorities of IWM - using your knowledge, skills, talent and potential to the best of your ability. You will focus at all times on delivering excellent customer service, ensure value for money at all times while being professional, courteous and demonstrating the behaviours and attributes expected of all IWM employees. You will also adhere to all corporate standards, and use corporate systems as directed to ensure consistency of service, brand and operational standards. You will be expected to work across departments effectively, working with individuals, partners and where appropriate volunteers. To identify and implement learning and development needs for both yourself and your team, including volunteers, if appropriate. Digital Marketing Assistant March 2016
You will be expected to comply with corporate standards, and use corporate systems, processes and procedures and undertake any necessary training as directed. In addition, your duties will include: Email co-ordination Co-ordinate the day to day delivery of IWM s email marketing working with a range of internal stakeholders including retail, learning and campaigns Support the Digital Marketing Executive with email system management, implementing the acquisition strategy, commissioning and editing content and basic data segmentation Support the delivery of email training programmes and the production of training and best practice guides for colleagues across the organisation Continually test emails to improve email content and performance, making recommendations for improvements. Analyse email performance against a set of defined KPIs PPC delivery Monitor the day to day activity in IWM s Google Grant Adwords account, working closely with the Marketing Officers Set up new Adwords campaigns and optimise campaign performance Support the Marketing team with PPC campaigns on multiple channels, including paid social media Work with colleagues to improve website performance, ensuring key pages are optimised for quality score Campaign delivery Provide support with digital marketing campaigns for digitally led initiatives/products Ensure that campaigns for digital products (such as Lives of the First World War and 1914.org) are coordinated with wider IWM activity Brief digital marketing agencies effectively, as required Social media Support with content marketing by sourcing and posting content to social media platforms in lines with marketing and audience strategies Continual testing of organic content making recommendations for content that should be boosted with budget Monitoring competitors and new digital trends, identifying new opportunities Produce top line social media reports Assist in growth of social media audiences with organic and paid follower acquisition campaigns Measuring effectiveness Use analytics tools to understand and optimise customer journeys online Analyse performance across social media, partner websites, display networks and other key Digital Marketing channels. Ensure that meaningful metrics are captured and that KPIs are being met. Monitor effectiveness during campaigns, implementing reporting procedures and providing research for the Campaigns team. Undertake competitor research, making recommendations for changes to IWM strategy. This job description is not all encompassing. Over time the emphasis of the job may change without changing the general character of the job. Your duties may be reviewed from time to time and revised and updated in consultation with you to reflect appropriate changes. Page 2 of 5
Person Specification: Essential criteria How this will be assessed 1 Experience in delivering digital marketing campaigns, particularly using social media and email channels 2 Experience of working with an email service provider to run effective email campaigns, including simple database segmentation 3 Strong analytical skills with experience of utilising digital analytical tools (online and social media) to optimise activity 4 Experience of writing marketing copy for the web, email and social media, including tailoring the same copy to multiple channels 5 Strong communication and influencing skills with experience of working in cross departmental teams 6 7 Experience of coordinating with agencies and working with third parties and external suppliers and partners Experienced user of Microsoft Office software packages (Word, Powerpoint, Excel and Outlook) and familiar with using social media for business use Desirable Application Form 8 9 10 11 Experience working with Google Adwords and Google Analytics as well as paid social channels Experience of digital image editing Empathy with the Museum s subject matter Working in a knowledge organisation or in the Museum/Gallery sector Key competencies Application Form and Application Form 12 Creative and flair an entrepreneurial approach combined with energy and enthusiasm to create innovative marketing campaigns 13 Digital awareness good understanding of how audiences interact and engage in a digital environment in general and the differing needs of social media, email and the web, including tailoring the same copy to multiple channels Page 3 of 5
14 Excellent organisation, time management and planning skills with a focus that is objectives driven 15 Teamworking develops positive and productive relationships with colleagues at IWM and external partners 16 Effective communications excellent interpersonal skills including strong oral and written communication skills with the ability to develop and adapt promotional messaging for different audiences. 17 Business acumen - good financial judgement, the ability to monitor and manage campaign effectively with a keen attention to detail 18 Encouraging Diversity - Demonstrates a commitment to the principles of diversity and inclusion. Page 4 of 5
Additional Information Benefits The benefits listed below are discretionary and IWM reserves the right, with due notice, to vary or withdraw them at any time. All such benefits apply during the course of your employment only. The annual leave allowance is 25 days per annum plus public holidays rising to 30 days after 5 years IWM is a member of the Civil Service Pension Scheme. Employer pension contributions to the civil service pension scheme vary but are normally between 16.7% - 24.3% dependent on salary and length of service. An interest free season ticket loan scheme after three months service. 20% discount in IWM s shops. 25% discount in IWM s cafes. Free entry to the majority of Airshows at IWM Duxford. Free entry to most fee charging exhibitions in other National Museums. Continuous professional Training & Development opportunities. Enhanced maternity and paternity benefits linked to length of service. Child care vouchers IWM staff are entitled to membership of the Benenden Healthcare Society (subject to their terms & conditions. IWM staff also have access to The Charity for Civil Servants. Ride 2 Work Scheme Selection The candidates who appear from their application to best meet the essential criteria will be invited to interview. It is thus essential that your application form gives a full but concise description of the nature, extent and level of the responsibilities you have held. The short listing criteria are detailed under the personal specification. Please ensure that you address each of the areas that are to be assessed on your application form. Applications by CV only will not be accepted. To Apply Please register and apply via our website www.iwm.org.uk The closing date for receipt of applications is noon, Friday 29 April 2016 s will take place on w/c 9May 2016 We regret that if you have not heard from us within three weeks of the closing date your application, in this instance, has been unsuccessful. IWM is committed to a policy of Equal Opportunities Page 5 of 5