MAKE-A-WISH FOUNDATION® UK
Job Description and Person Specification
JOB TITLE: Head of Marketing & Digital Strategy
DEPARTMENT: Fundraising & Marketing
REPORTS TO: Director of Fundraising & Marketing
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Core Purpose:
To lead the marketing and digital strategy, managing our brand and commercialising it from both a b2b and b2c perspective.
Play a leadership role within the Fundraising & Marketing Department, working collaboratively across all areas of the department and Make-A-Wish.
Responsibilities:
Marketing and communications
· Lead the development and implementation of brand, marketing and communications strategy, ensuring the Make-A-Wish brand receives prominent and relevant media coverage across targeted channels in line with the goals of the organisation
· Develop a clear content marketing and storytelling strategy that maximises the ROI of our content across owned, earned and paid channels within the organisation
· Lead the case study and content production to meet the needs across the organisation
· Working closely with the Head of High Value and the Head of Mass Fundraising, lead on development and execution of new propositions to commercialise our brand successfully
· Lead the development and management of a portfolio of celebrities to deliver upon the brand and wish requirements of the organisation
Digital acquisition
· Oversee the development of individual supporter acquisition and maximising the value they represent for the organisation
· Working closely with the Head of Mass Fundraising, lead on the development of products and propositions that will activate support from the community and maximise peer to peer fundraising
· Oversee the planning, performance and reporting of all digital marketing across CRM, PPC, SEO, Social, Display and other media as you require
· Establish CRO principles and processes that will help maximise the performance of our website
· Understand the relation between brand and acquisition and, where possible, combine offline with online tactics to drive conversions
Digital strategy
· Lead our digital evolution, as we develop our strategy towards a data-driven approach for our multiple products
· Work closely with other teams to identify the role that content and digital distribution could play to improve their performance maximise our efforts
· Equip and enable fundraising teams to generate more income and supporters through the use of digital
· Oversee analytics across the platforms and channels to improve campaign effectiveness, conversion metrics and overall experience for users
· Work closely with peers to establish customer segmentation and journeys that create the basis for effective engagement across the organisation
Person Attributes:
Experience, Skills and Knowledge
· Proven experience of successfully leading the development and implementation of an integrated brand strategy in line with the goals of an organisation
· Combination of the best digital knowledge, with the ability to plan strategically and commercially for both b2c and b2c propositions and acquisition
· Proven experience of delivering results in digital acquisition campaigns & optimisation
· Significant understanding of digital tools, technologies and channels
· Strong analytical capability with a focus on driving results and delivering to commercial targets
· Proven experience of leading the implementation of using digital channels to successfully achieve organisational goals
· Experience of working in the voluntary sector is preferable, but not essential
Leadership and Management
· Proven management experience, with an ability to lead, support, and manage
· An exceptional collaborator with proven experience of working with peers to successfully realise the overall goals of a charity
· Excellent team player with a proven ability to work successfully across a peer group
· A commitment to the mission of Make-A-Wish
· An open-minded and flexible approach in working with colleagues
· An ability to influence people at all levels
· Excellent stakeholder management
· Ability to inspire others and create a high performing team
· Ability to manage a varied workload and work under pressure
Personal Qualities
· Entrepreneurial and commercial outlook
· Motivated to improve lives for the better
· Positive, solution-focused approach
· A commitment to personal development and learning
· Exceptional interpersonal skills
· Ability to adapt quickly to changing environments
· Have a personal commitment to and understanding of equal opportunities, and an awareness of how it might impact on Make-A-Wish in general and on this job in particular
· Be flexible in your approach to work, including working out of hours when necessary
June 2017