JOB DESCRIPTION
Part 1: JOB PROFILE
JOB TITLE:
Digital Marketing Executive
JOB HOLDER:
Vacant
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February 2014
MAIN PURPOSE OF JOB
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To oversee the design and implementation of the digital campaigns and communication materials
To drive sales, The Leprosy Mission (TLM) awareness and fundraising (particularly Gifts for Life)
via the website
POSITION IN ORGANISATION
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Reports directly to the CEO.
Works closely with the Product & Marketing Manager to ensure that the website is consistent with
the TLM brand proposition and communication style, and catalogue.
Works closely with the Purchasing & Product Manager to ensure that product set up is
implemented accurately.
Works closely with the Books & Publishing Manager, to communicate and market
books/audio/church resources on the website.
Works with TLM UK countries (and other TLM countries where relevant) to support fundraising
and “Gifts for Life” sales on the website. Also to drive website links between those countries’
websites and TLMT website.
Liaises with the fulfilment house, mainly in terms of website customer service requirements and
website marketing campaigns.
SCOPE OF JOB
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Website development and implementation - manages the development and implementation of
the main campaigns, including design and layout, copy and image/video supply
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Website Marketing - develops the yearly email marketing campaign plan and sets the
promotional/campaign offer in consultation with the CEO. Writes copy and selects photographs
and stories to reinforce campaign. Advises the Purchasing and Product Manager and fulfilment
house of potential sales volumes. Maintains and updates social media sites with relevant stories,
videos in line with TLM brand proposition. Advises TLMT team on best ways to optimise the
website’s SEO rankings and implements key activities to improve the website’s SEO rankings.
Manages relationships with website designer and fulfilment house to achieve desired website
quality/customer service, at costs agreed with CEO. Ensures that all external communications
promote and enhance TLM brand values. Works with Product & Marketing Manager to develop
communications that help raise funds especially via “Gifts for Life” offering
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Monitoring & Research - provides business performance reports for TLMT using website
analytics data, keeps up to date with external trends in e-commerce and web marketing; attends
relevant website conferences, seminars and trade shows
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DIMENSIONS & LIMITS OF AUTHORITY
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By managing the website (a growing part of our business) and developing the email marketing
campaigns, which are a conduit for approximately 25% of our sales, the jobholder has
considerable impact on sales levels (approximately £350,000 pa).
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As the main representative of the company with the key website partner, the jobholder has
considerable influence over:
o The way we engage supporters to encourage them to support TLM online
o The way we engage key partners in a way that is advantageous to TLM.
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QUALIFICATIONS & SKILLS LEVEL
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Educated to degree level or work acquired equivalent
Qualified in Website Marketing and/or experience and aptitude for website design and
development, and email marketing.
An aptitude for understanding and using data in a marketing and commercial context to support
sound planning, decision making and reporting.
IT literate, with strong understanding of website implementation and e-commerce;
Good understanding and usage capability of Excel, Word, PowerPoint
Excellent understanding and usage capability of Databases, Internet and Social Media.
Excellent proof reading skills and attention to detail
Excellent analysis skills and attention to detail, with an ability to summarise information as
required
Proven organisational skills and ability to work to deadlines
Proven experience of managing projects end to end through cycle
Good written and verbal communication skills with the ability to present information in an easily
accessible format for a variety of audiences
Self-motivated with the capacity to work as part of a team, cross team and independently
Good commercial awareness
PROVEN ABILITY
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Proven experience of Digital Marketing
Proven experience in website briefing and implementation
JOB HOLDER:
IMMEDIATE SUPERIOR:
Part 2: DUTIES & KEY RESPONSIBILITIES
JOB TITLE:
Digital Marketing Manager
JOB HOLDER:
Vacant
Website development and implementation
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Manages the set-up of our main campaigns, aligned with the catalogue.
Briefs and implements the agreed design, brand values, layout, copy writing, image and video
supply, using external suppliers where appropriate.
Works with the Purchasing Manager and fulfilment house to ensure that product data is accurate.
Liaises with key website design and fulfilment partners to ensure customers’ expectations are
met in terms of:
o Product offer-product image, price, promotion etc
o Customer ‘ease of use’ of the website and improvements in the website
o Communication flow from TLMT to Customer eg. Emails, stock status
Briefs colleagues and fulfilment house on website developments
Keeps up to date with competitor websites and campaigns
Grow unique users and page impressions
Website marketing
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30%
Develops the yearly email marketing campaign plan
Sets the promotional/campaign offer in consultation with the CEO
Writes copy and selects photographs and stories to reinforce campaign
Advises the Purchasing Manager of potential sales volumes and supports any stock ordering
requirements
Works with the Purchasing Manager to ensure that stock is available for website marketing
Briefs colleagues and fulfilment house on relevant marketing initiatives
Works with TLMEW (and other TLM countries as appropriate) to develop communications that
help raise funds especially via Gifts for Life
SEO-work with Itineris to propose a TLMT plan
Social media-monitor best practice and recommend implementation plan
Analyses marketing initiatives and produces performance reports
Monitoring and Research
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35%
35%
Monitors sales levels and trends; keeps up to date with external trends in website development,
e-marketing and e-commerce; attends relevant conferences, seminars and trade shows
Agrees KPIs and objectives with CEO
Customer Orders, Sales, Margin and Profit analysis for all channels
Website analytics to report on website performance
ROI on all digital activities