Direct Marketing Executive (Retention)
Senior Direct Marketing Officer (Retention)
Fundraising, Direct Marketing
UNICEF House, 30a Great Sutton Street, London, EC1V 0DU
35hrs per week (9.30am – 5.30pm)
4 (£26,593 - £31,111)
Permanent
Position in the organisation
This post sits within the Retention team in Direct Marketing, within the Fundraising Directorate.
Please see the attached team chart.
Purpose of Post
The Direct Marketing Team (DM) is responsible for recruiting and developing support for
Unicef ’s work from individual members of the public. We do this using a wide range of media including direct dialogue, print, DRTV, Outdoor, Radio and digital.
The Fundraising Directorate, of which DM is a part, has an ambitious fundraising strategy to maximise the amount of money we raise for children. The post of Direct Marketing Executive –
Retention, will play a key role in supporting the work of the Retention team and wider DM team to help us reach our challenging targets. The 2015 DM income target is £39 million.
The specific purpose of this post is:
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To develop and manage campaigns across a range of media in order to retain, engage and increase net income from all supporters with a specific focus on new supporters
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Work with other team members to develop specific areas of the DM budget, in particular retention income and expenditure targets across direct mail, telemarketing, email and
SMS within the New Supporter Welcome Programme (NSW)
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To work with direct marketing suppliers on a day-to-day basis to deliver campaigns.
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To provide assistance to officers managing direct marketing appeals in response to humanitarian emergencies.
The United Kingdom Committee for Unicef Company Limited by Guarantee
Registered Charity No. 1072612 England and Wales) and SC043677 (Scotland)
Registered Office: 30a Great Sutton Street London EC1V 0DU
President Lord Ashdown GCMG KBE PC
Executive Director David Bull

Responsibilities
Planning

Support other team members with the planning and budgeting process. Support the reviewing and re-forecasting process on a quarterly basis or more frequently where necessary.
Activities
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Responsible for the management and delivery of the day to day new supporter welcome programme across a full range of retention media in line with planned budgets and targets, ensuring campaign deadlines are met.
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Manage parts of the retention email programme, to include build, data selection, broadcast and analysis of emails.
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Support the SDMO Retention on the overall new supporter welcome plan and input into the ongoing journey plan.
Campaign management to include briefing and day to day management of external agencies, including overseeing copy and artwork development through approvals to final print, production/ broadcast, and developing telemarketing scripts.
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Manage new supporter welcome data briefing, checking and send to agencies.
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Manage the development, sign off and sending of monthly mobile pledge creative.
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Ensure all activities consider how digital channels can support and enhance campaign management, supporter engagement and the achievement of fundraising targets.
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Other
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Support the implementation of direct marketing campaigns in response to humanitarian emergencies. This requires the post holder to be on call over some bank holidays and weekends.
Relationships
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Responsible for working closely with other members of the DM team to ensure all activities are co-ordinated and supporter-focused.
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Responsible for working closely with internal team and external agencies and suppliers to develop and deliver effective campaigns.
This role requires the post holder to work beyond the standard working hours as and when required. This includes being on call over some bank holidays and weekends for emergency response.

This section details the skills, behaviours and experience required for the role. All criteria in the
Person Specification are essential.
Efficiency and Effectiveness
Communication
Digital First
Creating and innovating
Results focused
Supporter driven
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Manage conflicting priorities to ensure objectives are achieved and deadlines are met
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Respond flexibly to unforeseen events.
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Anticipate and respond to the needs of an audience, adapting content, style, language and use of channel to deliver maximum clarity.
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Has appetite to continuously learn and is open to exploring digital media and tools.
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Contributes ideas, approaches and insights that enable innovation
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Scans the external environment for trends, insights, ideas and best practice that could benefit UUK’s work
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Prioritises and sustains focus on work that will have the greatest impact on agreed aims.
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Uses in-depth knowledge of supporters, the market and the charity sector to predict future trends that impact upon supporters and their support.
Confidently managing direct marketing based fundraising campaigns across a range of different media. This should include experience of working with income and expenditure budgets.
Managing external agencies and direct marketing suppliers and developing strong relationships with internal teams to deliver objectives
Confidently managing data briefing and checking
Ability to use Excel, Word & Powerpoint
Desirable - experience of an email marketing system