Job Title:Head of Direct Marketing

Reports To:Director of Individual Giving

Directorate:Global Fundraising

Location:Haywards Heath

Job Purpose

This role is a crucial role within the Global Individual Giving team, and is responsible for delivering the direct marketing work across Italy, Sweden, Norway and the UK. The post holder will be an inspirational and ambitious leader to the team, and provide the opportunities for the team to be more collaborative and global in outlook.

The post holder will be an exceptional direct marketer and will be focused on the process and science behind a test and learn approach. They will be accountable for budgets – both income and expenditure – and will be expected to be a touch point for the rest of the organisation including communications, programmes and finance.

Dimensions

  • Direct Reports: tbc, current team of 8
  • Manage annual fundraising budget of approx. £10m
  • Responsibility for annual income target of approx. £30m

Main Responsibilities

  • To implement the direct marketing strategy and to develop and manage an integrated programme of donor acquisition, supporter development and retention as well as legacy promotion, focusing on the people and methods that will be of the greatest long-term benefit. Overall to maximise short, medium and long-term net income streams from Individual Givers.
  • Management of expenditure and income budgets including regular reforecasts, annual planning and results reporting and sharing.
  • To line manage a team of 3 in Milan, Italy. This will require regular visits to Italy to maintain face to face contact with the Marketing Manager and team.
  • To oversee Individual Giving in both Norway and Sweden. To manage agency relationships based in Scandinavia. This will require regular visits to Scandinavia to maximise these relationships.
  • Create a global ‘test and learn’ approach to all channels to maximise optimisation of results.
  • To work with the Digital Fundraising Manager to fully integrate mobile and email marketing, and digital advertising into the Individual Giving programme.
  • The post requires excellent communication skills, as the post-holder will need to liaise regularly with internal departments and external agencies and suppliers.
  • To make a case for support to Senior Management for appropriate ongoing investment and to report back as required.
  • To develop and implement a legacy marketing strategy to maximise the number and value of legacies across all of our fundraising countries.
  • To oversee and ensure due diligence in the creation, development and maintenance of excellent working relationships with contracted external suppliers to help achieve the objectives of the programme, including agencies providing direct marketing, print and media buying and telemarketing expertise and services.
  • To enable and oversee the management and implementation of a ‘high value’ and ‘middle donor’ programme with the aim of recruiting/developing donors at higher giving levels and feeding them through (as appropriate) to the Major Giving Team.
  • Working with the Fundraising Analysis team, commission donor research, data analysis and profiling as appropriate, and interpret campaign results, in order to make improvements to future strategy and targeting. To identify and improve retention rates and lifetime value through data analysis, giving a greater return on investment in the long term.
  • Take responsibility for own and team’s decisions and actions.

Key Contact/Relationships

  • Digital Fundraising, Fundraising Services and Fundraising Analysis (within IG)
  • Major Giving Directorate
  • Ireland & India Fundraising Teams
  • Communication Team
  • Programme & Policy Teams
  • Finance Teams
  • External Fundraising suppliers

Knowledge, Skills and Experience

  • Proven experience of a ‘test and learn’ approach to DM programmes.
  • Extensive experience of fundraising / direct marketing to individuals with a proven track record of success in a dynamic environment.
  • Extensive experience of being responsible for devising, implementing and managing a multi-million pound income and expenditure budget.
  • Experience of working in a global marketing environment.
  • Demonstrable experience of leading, managing, motivating and inspiring a team including managing managers.
  • Proven experience of devising and monitoring relevant performance indicators for fundraising campaigns.
  • Excellent management and leadership skills.
  • Excellent direct marketing technical experience and skills (preferably including): Print buying – including negotiating contracts, strong knowledge of production techniques, formats and quality control.
  • List buying – including profiling, negotiating names deals/bulk buying and setting up testing matrices.
  • Media buying – including Off the Page, DRTV, inserts and door drops.
  • Telemarketing – including scripting, volume prediction and ROI projections. Per contact vs by results pricing.
  • Contract/price negotiation - Negotiating one-off and annual contracts up to millions of pounds. Assessing risk and the level of contract required in each case.
  • Testing segmentation – good understanding of the application of various analytical techniques including significance testing.
  • Strong analytical skills.
  • Proven ability to think strategically and translate concepts into effective action plans.
  • Excellent interpersonal, communication and negotiation skills
  • Proven strategy development, project management and planning skills.
  • An understanding of and commitment to equality of opportunity for disabled people.
  • Proven network of colleagues across the sector.

Nature and Scope

This role involves a significant amount of working across several, sometimes disparate teams to pull together a cohesive approach and plan. The role holder is a key stakeholder in a wide range of projects that may not fall solely within the direct marketing programme.

The post holder will need to commit to international travel, probably for a few days each month.

Date: October 2015