Digital Fundraising is about inspiring people to change the world for the better facilitated by technology.

Transcription

1 Australia Pacific Job title: Digital Marketing Specialist Reports to: Digital Fundraising Manager (DFM) Line manages: no line management responsibilities Salary: $78, plus superannuation Status: 12 Month Contract (with possibility for extension) Overall purpose of the job 2016 is an exciting time in Greenpeace Australia Pacific as we continue to ramp up investment in people-powered campaigning as part of the largest people-powered environmental organisation in the world. We re making plans to launch several new engagement platforms that will re-write the way Greenpeace campaigns with people. Open platforms, user-generated campaigns and fundraisers, social media-facilitated engagement and impactful campaigns to change the world now. Digital Fundraising is about inspiring people to change the world for the better facilitated by technology. If you agree - read on. Scope Driven by a love of data, the Digital Marketing Specialist will work with the Digital Fundraising Manager to ensure owned, bought and earned media provide a consistent flow of qualified traffic to help us win campaigns. Enable expert tracking and optimised user journeys to achieve fundraising goals including donations, and phone capture, and other campaign objectives. Ensuring the integration of lead generation practices in all communications in cooperation with other departments (in particular the Campaign and the Mobilisation teams). The Digital Marketing Specialist, will work with the Digital Fundraising Manager to define, implement and optimize inbound marketing programs including paid social (both internal and outsourced) content marketing, landing page and search engine optimisation.

2 They will be responsible for copy testing, page optimization, monthly budget pacing and management, along with content selection and implementation for paid social. The role will work closely with stakeholders across the digital and fundraising team and external suppliers. Main responsibilities Assist in the acquisition of new supporters (both financial and non-financial) Work within Project teams on the writing, design and successful sending and reporting back of fundraising edms that exceed targets. Manage and implement Paid Social Advertising strategy (inhouse and outsourced) 100% accurate budget pacing and management across accounts and delivery of identified targets. Tracking and optimization of campaign performance to ensure maximum performance of pipe to spend, cost per lead Collaborate on optimization projects and tests as directed by DFM. Additional Tasks Data analysis and reporting Analysis of traffic and interaction data related to all digital platforms used by GP Australia. Consistent updating of data analysis documentation and KPI of the corresponding online activities. Track progress against KPIs with DFM, manage progress dashboards. Assist in the collating of information for campaign reporting. Optimization Optimise landing pages for conversion. Work with campaigns and mobilisation teams to maximise engagement on our platforms. Work in conjunction with the Mobilisation team on testing (UAT) and implement landing pages on time and on brief.

3 Work with the DFM on an SEO audit of our website and develop future strategy. Innovation Ensuring the constant update of online fundraising and engagement techniques, promoting and experimenting new solutions. Mobile Work closely with the DFM to develop a strategy to bring GP Australia Pacific in line with best practice for our mobile platforms for engagement. With the explicit aim of driving donations and engagement via the mobile versions of our websites. Inbound Content Marketing Other In collaboration with the Mobilisation and Communications teams develop and curate our owned media content streams for targeting audiences. With a focus on the our blog Participate in international skill shares when appropriate Undertake any other duties appropriate to the position, as delegated by the line manager. Compliance with framework conditions Abide by Greenpeace Australia Pacific employment policies as relevant (including but not limited to: Workplace Health and Safety; Equal Opportunity Employment; non-harassment; environmental policies; risk management policies; disclosure and avoidance of clashes of interest) Ensure that your personal or campaign activities will not bring Greenpeace into disrepute (in case of doubt you will be expected to discuss the issues with your line manager). Competencies Organisational competencies Professionalism and commitment, in particular high-quality planning and organising Achievement, in particular towards measurable objectives both individually and for Greenpeace

4 Interpersonal relationship skills, in particular building constructive and longterm relationships with both internal and external parties Knowledge sharing Values diversity, in particular having a global mindset and cultural awareness Innovation, in particular considering the cutting-edge core value of Greenpeace. Functional competencies 2+ years experience SEM, SEO, paid social or inbound content marketing Strong knowledge and practical understanding of fundraising Technical competencies Expertise in lead generation & conversion Demonstrated experience in analysing results and data to enhance results. Strong project management skills, with the ability to advise on effective test programs. Advanced knowledge of Google Analytics for tracking and measuring success Expertise in online marketing Understanding of the mobile market and SMS market. Method related competencies Excellent attention to details and focus on quality Strong and innovative solutions-based Flexible, proactive and self-motivated working style with strong ownership of problem resolution Ability to prioritize when under pressure and revise priorities when needed. Social competencies A good team player Excellent communicator (written and verbal, formal and informal).

5 Attitude Identification with Greenpeace goals and belief in Greenpeace values. Specific work environment Based at Sydney office in Ultimo.