Post Holder: Vacant

Job Title:Web Producer, fixed term contract for 9 months

Department: Digital

Reviewing Manager: Head of Digital

  1. OVERALL OBJECTIVE(S) OF THE POST

Factory farming is one of the twenty-first century’s great challenges, threatening not only the wellbeing of farm animals but also the wellbeing of both people and our planet.We are campaigning to end factory farming – this is a huge challenge but the alternative (further intensification) really would be a disaster. Through our website, social media, and email communications,we are building a widespread movement of people demanding change in our food and farming. We won’t stop until we’ve achieved our mission.

This role will contribute by taking responsibility for the day to day creation and optimisation of Compassion in World Farming digital advocacy and fundraising communications and landing pages including supporting the growth of such activities within our European offices.

The successful applicant will also assist the Digital Team in a range of digital marketing activities, including use of Google Analytics,Google Adwords, A/B testing and measuring return on investment from both social media and email broadcasts.

  1. POSITION IN ORGANISATION
  • Reports to Head of Digital
  • Supports digital fundraising and campaigning activity within the UK
  • Supports overseas web / digital activity
  • Develops effective relationships with colleagues in the following teams: Campaigns,Food Business, and Fundraising.
  1. SCOPE OF JOB (expanded in Section 6)
  • The creation of email communications to supporters
  • The creation of online advocacy actions for supporters
  • The creation of landing pages for fundraising and other activity
  • The creation of content and imagery for social media and other promotions
  • Monitor and maintain Google Analytics / Adwords accounts
  • Testing and refining each of the above in order to optimise open, click through and conversion rates
  • Reporting on the above
  1. DIMENSIONS & LIMITS OF AUTHORITY

The post-holder will be responsible for the following[1]:

  • Creation/updating of web and social media content (NB not expected to author original content);
  • Responsible for creating and testing online petition and advocacypages;
  • Responsible for implementing and improving the testing process defined by the digital strategy;
  • Responsible for making recommendations to refine Compassion’s online content and communications;
  • Responsible for ensuring communications to supporters are accurate (in terms of both content and appearance) and are delivered to the correct audience,with A/B testing as required;
  • Assistingthe team in maintaining our Google Adwords account ;
  • AccessingGoogle Analyticsto help determine success of all of the above in terms of conversion rate analysis;
  • Tracking/analysis of progress, and producing data for organisational reports;
  • In the absence of more senior staff, responsible for the Compassion’s digital presence;
  • Working to agreed timescales.

Continued...

  1. PERSON SPECIFICATION

ESSENTIAL / DESIRABLE
Proven Ability, Qualifications & Training
  • Numerate and literate (GCSE English and Maths minimum C grade)
  • Computer literacy (strong familiarity with social media networks, mobile apps, and Microsoft Office e.g. Excel, Word)
  • Proven track record in attendance, time-keeping, and meeting deadlines – from academic referee or previous employer.
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  • Evidence of relevant higher education,ideally to undergraduate degree level (or equivalent)
  • Additional language– European languages or Chinese are desirable
  • Demonstrable experience running a Facebook Pageand/or editing own website.

Skills, Knowledge & Attributes
  • Understands nature of our charity campaigns
  • Good grasp of web marketing basics – e.g. how businesses use Google and Facebook to reach new customers
  • Good working knowledge of HTML & CSS
  • Familiarity with graphics applications, e.g. Photoshop, Fireworks etc.
  • Well organised, with the ability to work on multiple work streams at the same time
  • Self-reliant, but able to follow detailed instructions with strong attention to detail
  • Enjoys working within a team and sharing responsibility and success.
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  • Excellent written/verbal communications skills
  • Experience of other coding languages (e.g. JavaScript, PHP, asp.net etc.)
  • Experience in training other staff
  • Interest in farm animal welfare issues and/or a desire to know more
  • Commitment to the principles of Compassion in World Farming
  • Personal motivation inspires energy and commitment throughout the team.

  1. PRIMARY RESPONSIBILITIES

Essential duties and responsibilities include the following (note: other duties may be assigned, and percentage division of workload is estimated and may change over time):

The creation of email communications to supporters(~20%)

  • Assisting campaigns, fundraising and supporter services teams in the creation of email templates and broadcasts
  • Supporting European offices with the creation and sending of targeted email communications
  • Reporting on various outcomes of email broadcasts
  • Implementing testing programme to improve outcomes.

The creation of online petitions and other actions for supporters(~20%)

  • Working closely with campaigns, fundraising, and supporter services staff to produce digital advocacy actions (using Advocacy Online software) which meet their goals and schedules
  • Supporting European offices in the creation of online advocacy actions
  • Working as part of the digital team to deliver innovative advocacy actions which encourage new supporters to take part as part of Compassion’s programme to build an online, global movement against factory farming
  • Implementing testing programme to improve outcomes.

The creation of promotional material and landing pages for fundraising(~20%)

  • Creating images and preparing photos (using Adobe software such as Photoshop and Fireworks)
  • Creating and editing web pages using our Content Management System (CMS)
  • Supporting content authors in HQ and European offices to ensure that web content is created to the highest standard – this may include assistance in using the CMS and proof-reading
  • Supporting the fundraising team in testing different variations of creative messages.

Testing and refining each of the above in order to optimise open, click through and conversion rates (~30%)

  • Gaining familiarity with the Compassion supporter database and communications calendar to support effective targeting and segmentation of email communications
  • Assisting with and piloting tests of different variations of creative messaging and page layouts for both fundraising appeals and advocacy actions
  • Reporting on variant-testing outcomes.

Google Adwords account management (~5%)

(in conjunction with Digital team)

  • Assisting theteamin maintaining our Google Adwords account;
  • Suggesting and measuring improvements in keywords, ad copy and click through rate.

Reporting on the above(~5%)

  • Using Google Analyticsand Facebook Insights to analyse key metrics such as landing page conversion rate;
  • Assisting Head of Digital with preparation of monthly/quarterly reportsshowing progress against key performance indicators (KPIs).
  • Reporting progress on the testing programme and thereby contributing to the integrity, security and stability of our digital communications and websites.
  1. ADDITIONAL TASKS
  • To assist with other departmental duties where necessary;
  • Due to the nature of the work, there may (occasionally) be a requirement to carry out some work out of office hours. This work is to be arranged in accordance with Compassion procedures, with time off in lieu offered;
  • Take due and reasonable care of oneself and others in respect of Health & Safety at Work;
  • Act in accordance with the principles of Compassion in World Farming’s Ethical Policy;
  • Provide formal and informal training at the request of your line manager, senior manager or a director, on your areas of expertise, to other members of staff, work experience students, etc.;
  • Comply with data protection legislation and Compassion in World Farming’s requirements for the protection of personal information and the privacy of individuals.

The job description is not exhaustive and you may be asked to carry out additional tasks which are appropriate to your job role, as required by your line manager.

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[1]In conjunction with relevant colleagues