JOB DESCRIPTION
JOB TITLE: Web and Digital Communications Officer
REPORTING TO: Head of Communications, Public Policy & Research
The Communications, Public Policy and Research (CPPR) Department sits alongside the Business Development Department at The Vegan Society. CPPR is proactive and reactive, serving to ensure the academic and public advance of veganism and the credibility and validity of the Vegan Society information provision, education programmes, campaigns, advocacy and other internal and external communications. CPPR is responsible for its own projects as well as collaborative work with the Business Development Department. CPPR focuses on raising the profile of veganism and the moral and legal status of non-human animals.
The Web and Digital Communications Officer’s role will be to maintain and develop The Vegan Society’s current websites and to lead our social media programme; creating a strategy to extend our reach, delivering activities that build networks, engaging audiences and harnessing support and donations. The post-holder will play a significant role for the Society by increasing our capacity to raise funds online.
The successful candidate will likely be passionate about all things digital possessing both technical and creative skills. The post holder will also have experience of developing impact driven copy and will have a proven ability to harness the power of social media marketing through building relationships and networks, as well as possessing a good working knowledge of website development and content management systems. You will engage with colleagues to empower everyone to think and create digital content.
This role is initially for two years with the possibility of extension. This position is for 37.5h a week, and the starting salary is between £15,400 and £16,500. The application deadline is 17 February at 9AM. Please send completed application forms to Interviews will be held the week commencing 24 February 2014.
PERSON SPECIFICATION
The knowledge, skills, and/or ability required to carry out the role effectively (and which may be developed) are listed below.
ESSENTIAL / DESIRABLEKnowledge
· Basic knowledge of vegan nutrition and health
· Working knowledge of web technologies including basic HTML and WordPress
· Understanding of corporate identity and branding issues
· Knowledge of website accessibility standards / · Understanding of working in/with NGOs or small charitable organisations
· Good knowledge of environmental and/or non-human animal issues within the EU
· Understanding of legal issues involved with the creation and maintenance of websites
Education / qualifications & training
· Educated to degree level or possess a relevant qualification or appropriate experience in a directly related post
Skills & abilities
· Research skills with the ability to produce a range of engaging content on topics of interest to audiences
· Excellent writing skills, with the ability to adapt copy to different audiences
· Design and image skills (photo use, etc.)
· Possess significant knowledge of integrated digital marketing techniques, such as search engine optimisation (SEO), search engine marketing (SEM) and viral marketing
· A high degree of accuracy and attention to detail
· Effective user of content management systems to create website pages and other content
· Ability to use website analytics (Google Analytics) and interpret the data into meaningful reports.
· Experience of variety of content formats including video/audio, podcasting, wikis, blogs, email, mobile, social networking and user generated content
· Experience of building an online community
· Ability to establish strong working relationships with colleagues, the Senior Management Team and Trustees
· Ability to manage multiple priorities and work to deadlines
· Work successfully to targets, delivering objectives and desired outcomes / · A project management qualification, e.g. PRINCE2 or experience
· Ability to formulate strategic plans Experience of video journalism, including editing
· Experience of digital fundraising
· Experience of using Drupal and CiviCRM
· Experience of managing external suppliers
Personal qualities
· Confident, articulate and proactive
· Work well under pressure and able to juggle several projects at once
· Client/customer focused approach to delivering solutions
· Approachable and adaptable, team player
· Willingness and ability to undertake appropriate training and development as required
· Adhere to a vegan diet for the duration of employment with The Vegan Society
DUTIES & KEY RESPONSIBILITIES
Websites
· Generate and curate content ideas - write, produce and liaise with the rest of the CPPR team to agree, maintain and develop content on the website ensuring that it is engaging, up-to-date, and correctly branded
· Co-ordinate colleagues to ensure that their web content is kept up to date
· Collaborate with designers and web on specific projects
· Utilise digital marketing tools and analytics to increase visitors and data capture from our website
· Establish new ways to encourage people to visit, interact with and join the Vegan Society
· Act as the first point of contact with web hosts, providers, and technical teams, and take responsibility for the administration and maintenance of all websites. Liaise with the Senior Management Team regarding required budgets for work carried out by third parties
· Develop a web and digital advisory group to maximise resources
Digital Communications
· In consultation with the rest of the CPPR team, develop a three year digital communications strategy with a one year action plan for implementation of the strategy
· Support our visual identity by making it appropriate and engaging for digital channels
· Together with the Head of CPPR, work closely with the Individual Giving Officer and the Communications and Campaigns Officer to develop social media as a tool to raise awareness and funds
· In liaison with the rest of the CPPR team, develop a detailed content strategy for social media engagement
· Monitor and update Facebook, Twitter and other appropriate social media channels in line with key messages, ensuring effective content and copy in order to grow our reach and influence
· Co-ordinate our monthly e-newsletter to supporters and using analytics find new ways to involve them with our work
· Explore and assess other potential digital platforms to engage with new audiences
· Working with the CPPR team develop and deliver engaging digital public campaigns
· Maintain and develop our visual content library (images, video, animation, infographics)
Digital Fundraising
· Create, deliver and lead an integrated online fundraising and supporter communication programme to recruit new donors and develop and retain existing donors in partnership with the Individual Giving Officer
· Plan and deliver digital fundraising campaigns in collaboration with the rest of the CPPR team
· Devise ways to regain previous online and offline supporters.
· Proactively seek out and assess marketing opportunities for revenue generation and identify and advise on opportunities for fundraising and donor management using e-marketing channels with the Individual Giving Officer
Monitoring and Evaluation
· Report on the performance of our website and social media channels using appropriate tools to establish relevant key performance indicators
· Monitor activity and report key findings from Google Analytics, with a view to development of a data driven approach to developing website content
· Identify patterns, suggest and make improvements to effectiveness of digital communications, where appropriate
· Devise an effective reporting process to feedback progress on digital fundraising activity and growth to the Head of CPPR
· Keep up to date and inform the team of emerging platforms and trends and the uses of it for engagement activities
· Provide bi-monthly progress reports to the Head of CPPR
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.