DIGITAL MARKETING LEAD RECRUITMENT PACK March 2019

DIGITAL MARKETING LEAD

£28,800 - £34,380 Full Time – Hatfield

Thank you for your interest in Crohn’s & Colitis UK.

We are the leading UK charity in the battle against Crohn’s Disease and Ulcerative Colitis (collectively known as Inflammatory Bowel Disease or IBD). Our purpose is to improve the lives for everyone affected by these diseases. Crohns and Colitis are lifelong and debilitating conditions that affect over 300,000 people in the UK with nearly half of those being diagnosed each year under the age of 29. Our work covers a broad range of activities designed to achieve a better quality of life, improve support and services and, ultimately, find a cure.

We have an exciting opportunity to join our Marketing, Communications & Membership team as a Digital Marketing Lead. In this new role you’ll be responsible for leading the effective marketing of Crohn’s & Colitis UK through all digital channels to key audiences, encouraging engagement and action. Some of the areas you will be involved in are planning and implementing digital marketing activity, providing digital marketing advice across the Charity, developing and maintaining our digital fundraising and implement paid content marketing initiatives. You’ll also be required to grow the size and effectiveness of our email programme, be involved in auditing the Website and microsites and planning and implementing our paid search and SEO strategy.

Our office is informal, open plan and designed to create a vibrant and productive workspace for all our staff. Less than a 30-minute train ride from London King’s Cross. Free car parking is available to all staff, along with cycle racks.

Our Commitment to Equality, Diversity and Inclusion: As a charity we are committed to equality, diversity and inclusion and we do not accept discrimination of any kind. We are keen to recruit colleagues with a range of experience, regardless of age, disability, gender, gender re-assignment, race, religion or belief, sexual orientation, marital or civil partnership status or maternity status.

Living Our Values: As an organisation, we work with shared values of Ambitious, Compassionate and Stronger Together. In our recruitment and selection processes, we will seek to ensure that we demonstrate Our Values.

To apply for this role, please complete the application form and the supporting statement section providing evidence and examples of how you meet the criteria of the person specification, and what you feel you would bring to this role.

If you have questions or would like to have a conversation before formally applying, please contact Mitesh Gandhi on 01727 73 44 77. We very much look forward to hearing from you.

ABOUT US

Our Vision Improved lives today. A world free from Crohn's and Colitis tomorrow.

Our Mission We break taboos. We drive pioneering research. We support and bring people together. We campaign to improve lives. We are leading the fight against Crohn's and Colitis.

Our Values As a charity we work to an ethos of share values. These are:

• We are ambitious

• We are compassionate

• We are stronger together

What we do

We lead the battle against Crohn’s Disease and Ulcerative Colitis and we won’t stop until we’ve won.

Crohn’s & Colitis UK is the leading UK charity in the battle against Crohn’s Disease and Ulcerative Colitis. We are fighting to achieve a better quality of life for the 300,000 people in the UK suffering physically and emotionally from these and other forms of Inflammatory Bowel Disease (IBD). Ultimately, we want to find a cure.

For 40 years, we’ve been working with and for patients and their families, the nurses, doctors, and all those that work in healthcare that treat them, and the policymakers who can bring about change.

• We provide high quality information and support to enable people to manage their

conditions. • We believe people living with Crohn’s and Colitis should be able to live their lives to the

fullest. • We work with the UK health sector to improve diagnosis, treatment and management of IBD.

We want everyone with the conditions to have access to the best specialist services. • We support life-changing research to increase knowledge of the causes and the best

treatments for Crohn’s and Colitis. We want to improve lives now and lead the mission to find a cure.

• We campaign vigorously alongside the IBD community and our partners – for more knowledge, better services and more support for our ongoing fight against IBD.

Join our fight against Inflammatory Bowel Disease.

Further information

www.crohnsandcolitis.org.uk

JOB DESCRIPTION Grade: C Reports to: Digital Manager

Overall Purpose: To lead the effective marketing of Crohn’s & Colitis UK through all digital channels to key audiences – encouraging engagement and action

Key Responsibilities:

1. Plan and implement digital marketing activity including email, search, social and display advertising to drive audiences to our website and associated sites to take action to support our work, with a focus on raising income (Donations, Events and Membership). This includes always-on activity as well as support for projects, with supporter experience at the heart.

2. Develop and maintain our digital fundraising so that we are maximising our income

from digital activity, from both existing and new supporters. Use a commercial approach, looking to test new channels and improve conversions and ROI and to meet targets, working closely with the Supporter Engagement team. Work with Digital team members to ensure our wider products are developed to meet digital fundraising goals.

3. Implement paid content marketing initiatives - make recommendations on content,

channels and budgets on receipt of a brief and concepts for digital fundraising. Liaise closely with the wider Digital team for insights, particularly the Digital Content Officer and Digital Assistant. Optimise conversion rates - testing new initiatives and feeding back on what works and what doesn’t, adapting future creative and copy accordingly, with support from the wider team. Ensure that any comments on social media are addressed, with close collaboration with the wider team.

4. Grow the size and effectiveness of our email programme, including renewing consent

to improve supporter engagement and maximise lifetime value. Collate needs from across the organisation and come up with a supporter centric approach. Plan, curate and deliver personalised content, as well as creating automated email journeys with a view to increasing open rates/clicks and conversions. This will include considering audience segmentation and journeys, wider communications planning, design recommendations, agency liaison and analysis.

5. Work with Digital team members to audit the website and microsites, suggesting

improvements to increase conversions and improve user experience - this may include usability, design or content.

6. Plan and implement our paid search and SEO strategy to ensure we are optimised.

Manage our relationship with search agencies that provide support to the running of our PPC (pay per click) accounts (including Google Ads, Bing Ads) to maximise traffic and value from our paid activities. Liaise with Digital team members to ensure changes happen.

7. Set clear KPIs for all activity and ensure that tracking is in place for all digital

marketing activity and that this is appropriately recorded to monitor digital performance and income generation.

8. Manage the measurement and analysis of performance, using tools such as Google

Analytics, and lead on the evaluation and optimisation recommendations of projects and campaigns across the charity. Report back to key stakeholders on effectiveness and learnings

9. Digital lead on Project SPOT and overseeing the integration of the email marketing

system with our new CRM (Dynamics).

10. Provide advice and guidance on digital marketing across the organisation, for instance advising other teams on how to drive traffic to the website.

11. Develop and maintain the overall email schedule and strategy, ensuring that

supporters are not over-contacted with differing requests from across the organization. Lead the email marketing group in accordance with the overall marketing plan.

12. Develop email plans for specific digital campaigns and products.

13. Maintain digital practice and accountability standard.

14. Delegating tasks to the Digital Assistant and acting as a mentor when appropriate to

members of the Digital team.

15. Supporting the Digital team’s ‘business as usual’ tasks when necessary, or during periods of holiday cover – including Social Media posting, website edits, proof-reading and testing

The purpose of this job description is to focus attention on the most important aspects of the jobholder’s role. It is not intended to be a complete list of the duties; therefore, it is to be expected that the day to day performance of the job will include tasks not listed above. The list of duties for which the jobholder is responsible may reasonably be varied or added to at the discretion of the charity.

PERSON SPECIFICATION

Skills, Experience & Attitudes

Essential:

• Qualification in Marketing/Digital Marketing or relevant work experience • Using Dotmailer (or equivalent) for marketing automation and mapping supporter

journeys • Proven experience managing multiple digital fundraising campaigns and running paid

promotion (e.g. social, search and display advertising • Strong experience with CMS websites, CRM systems and social media platforms - with

strategic use of targeting/retargeting tools across channels (e.g. Google Tag Manager, UTM codes and Facebook Pixel)

• Ability to plan strategically and respond tactically to immediate organisational priorities. • Excellent, proven project management and planning skills • Strong presentation and communication skills (both written and verbal) including ability

to persuade internal stakeholders. • Able to meet deadlines, work under pressure and juggle multiple priorities. • Strong analytical mind-set and an ability to analyse campaigns using Google Analytics

and other online tools. • Must be data and results focused, leading with objectives and hypotheses that are well

thought through and measurable. • Collaborative and passionate about digital marketing with ability to inspire others about

its potential. • Excellent email marketing, fundraising and campaign experience with working

knowledge of GDPR principles. • Demonstrated success in building online brand presence and strong ROI results.

Desirable:

• Charity or not-for-profit work experience preferred • Familiar with principles of UX design and improving online user experience. • Dynamics CRM • Power BI or Google Studio

BENEFITS Salary

A competitive salary that is reviewed annually. Our annual salary review takes into account a number of factors, including an individual’s contribution and performance against objectives.

New recruits are automatically enrolled into our Group Personal Pension Plan. We offer two levels of contribution:

Employer contribution% of basic annual salary Length of pension membership Employee Contribution%

of basic annual salary

5% On joining the scheme 3%

8% After 6 months the member can choose to move up to this band or stay on the initial rates

5%

Hours of work The standard working week at Crohn’s and Colitis UK is 35 hours, start, and finish times can be agreed between the employee and their manager. In addition, a number of roles are undertaken on a part-time basis.

Holiday entitlement The basic holiday entitlement is 25 days leave per year, increasing by one day for each year’s service up to a maximum of 5 days, giving a total of 30 days in addition the 8 bank holiday days. The holiday year runs from January to December each year.

Family friendly policies

We have a range of flexible family friendly policies to support our employees with a healthy work-life balance these include: • enhanced maternity and paternity leave and shared parental leave • salary sacrifice childcare vouchers • the right to apply for flexible working

Your development

Crohn’s & Colitis UK is committed to the training and development of its employees. We have a performance review and development scheme designed to help all staff to develop in their roles. Financial support and/or study leave may be offered to individuals who are studying for professional qualifications.

Season ticket loans

We appreciate that travel to and from work can be expensive and that buying annual tickets can mean savings for our employees. We therefore offer an interest free loan for season tickets, repaid directly from salary each month.

Our office

Our informal, open plan office space has been designed to create a vibrant and productive workspace for all our staff.

HOW TO APPLY

To apply, please email your application form along with our equal opportunity monitoring form to jobs@crohnsandcolitis.org.uk ensuring that your application fully addresses the criteria outlined in the job description and person specification.

Please note - We are reviewing applications as they come in and will interview on an ongoing basis. Please submit your application as soon as possible – we will close recruitment once we find the right candidate.

Closing date for applications: Monday 15 April 2019 (9:00 am)

First interviews: ongoing

Charity registered in England and Wales Number 1117148, Scotland Number SC038632. A company limited by guarantee in England: Company number 5973370.