Job Description and Person Specification
Please note this statement is for information only and does not form part of a contract. This
list is not exhaustive and you will be expected to undertake such duties as may be assigned
to you by ActionAid from time to time. Employees are expected to be flexible in their work in
order to deliver the objectives of the organisation.
Job title
Contract type
Grade/starting salary
Reporting to
Team and Department
Direct reports
Date JD reviewed
Web analyst
Permanent
Band 4
Head of Digital
Digital, Communications Department, AAUK
None
October 2014
Context
Are you passionate about making a real difference?
As part of the global ActionAid family, we are helping to build a fair and just world where
everyone can claim their rights. To achieve this we work with local people in more than 45
countries to fight hunger and disease, seek justice and education for women, hold
companies and governments to account and help communities cope with emergencies.
In the UK our role is to raise funds to reduce poverty in the communities and countries where
we work, to take action for long term change and to act in solidarity with people fighting
poverty and injustice in poor countries. We aim to make a stronger global difference by
working closely with ActionAid International and our country programmes around the world.
We want to achieve a way of communicating that creates a powerful emotional, intellectual
and practical connection between people here and in developing countries so as to motivate
and engage our supporters. We believe success will be driven by connecting people,
demonstrating our impact, seizing opportunities and key moments, working with others,
focussing on ethical and sustainable approaches and harnessing technology and digital. We
are a value driven, forward thinking organisation, focused on achieving long-term and
sustainable change in the lives of the poorest people in our world.
Towards digital transformation
ActionAid UK has just embarked on an exciting journey towards digital transformation, with
digital channels the focus of numerous workstreams across the organisation. As such, this
role in the Digital team will play an essential part in ensuring our online content is delivered
to consistently high standards and that a great user experience is synonymous with our
brand.
This role is pivotal in ensuring optimization of our online content, so you should be
passionate about continuous improvement and making things work in the best way they can.
We are working towards digital integration in the organisation, with devolved digital
responsibility: the central Digital team is responsible for platforms, infrastructure,
development, design and user experience, and the spoke teams focus on content and
marketing. As such, you will be the go-to person for client teams for expert advice on
analytics and improving performance of their content. ActionAid is committed to data-driven
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improvement, and this role provides the essential link between data and optimization of
content. You should have extensive experience of using data to drive change, and a
thorough grounding in statistical analysis.
One of our key aims in the year ahead is to increase understanding of data and analytics
across the organisation and to improve levels of digital literacy, and you will play a pivotal
role in achieveing this, through a mix of training, workshops, presentations and seminars
with colleagues.
You will take a lead role in liaising with our external digital agencies, as well as with internal
clients, so you should have excellent communication skills.
The key objectives of the Digital Team are to increase online income and engagement
and to deliver the Digital strategic priorities.
Your goals will include: increased website conversion rates; increased user engagement
with online activities such as campaigns; increase in web traffic; managing a product testing
roadmap; increase in knowledge and understanding of web analytics across the
organisation.
Purpose of the role
1. To increase traffic to our digital channels.
2. To increase optimization, conversion and engagement, using your expert knowledge of
web analytics, SEO and user experience.
3. To manage the product testing roadmap, delivering key actionable insights on
optimization through A/B and multivariate testing
4. To establish key metrics, reporting and analysis through Google Analytics
5. To be the in-house analytics champion, raising the profile of and increasing
understanding of web analytics across the organization.
6. To work with Digital, Digital Marketing and external agency teams in implementing
tracking and goals.
7. To manage any junior analytics staff as required.
Key tasks and responsibilities
Monitoring, analysis and optimisation
1. End-to-end implementation of web analytics across all websites.
2. Work with agencies and developers to apply tags and tracking code.
3. Use Google Analytics to monitor and analyse traffic, user journeys and online
behaviours.
4. Produce regular reports from Google Analytics providing raw data and analysis, including
actionable insights to improve performance of digital channels.
5. Make recommendations for the optimization of key user journeys, to drive continuous
improvements in traffic and conversion.
6. Create dashboards using data from different sources for clients and management teams.
Knowledge sharing and training
1. Central point of expertise for web analysis and SEO for the organization, providing
expert advice and problem solving.
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2. Train individuals in web analytics and advise them on ways to improve the performance
of their content.
3. Present findings and recommendations to the organization, and raising the profile of web
analytics across the business.
Test and learn to improve performance
1. Lead and document a systematic programme of multivariate and A/B testing by creating
hypotheses, analyzing results and making recommendations for change, to optimize
user experience and conversion.
Data analysis
1. Generate insights for improvement from multiple data sources, including web analytics,
surveys, testing, social monitoring etc.
SEO strategy
1. Work with the Digital and Digital Marketing teams to create, implement and measure
SEO strategy.
2. Work with the Digital and Digital Marketing teams to manage Google AdWords and
Webmaster Tools.
Communications
1. Keep up to date with digital channels, products and good practice, and sharing insights
with colleagues.
2. Create and maintaining effective working relationships with internal and external
colleagues.
3. Manage optimisation projects using standard project management techniques.
Other responsibilities
Undertake any other duties, appropriate to the post, grade and responsibility, as delegated
and agreed with your manager.
Work out-of-hours and at weekends as necessary to provide effective support when needed,
for example during an emergency response or on occasional support cover rota.
Person Specification
Knowledge and Experience
Essential
Desirable
• Proven, advanced knowledge of Google
Analytics, including experience of using regular
expressions to set up filters
• Understanding of user experience
design.
• Proven experience of delivering actionable
insights to increase rates of optimization,
conversion and engagement.
• Experience of developing user
journeys/experience for direct response
(including journey mapping,
wireframing)
• Experience of designing programmes of
conversion rate optimisation, including A/B and
multivariate testing
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• Experience of project management
3
• Proven experience of using SEO tools and
techniques, to deliver improvements in
performance.
• Proven experience of setting up GA profiles
and dashboards.
• Proven experience of implementing tagging
and tracking code.
• Proven strong understanding of digital
marketing, including AdWords and PPC
advertising.
• Proven experience of using Webmaster Tools
to improve performance.
• Experience of working with digital agencies on
optimising organic and paid search
• Proven strong analytical skills and experience
of producing insights from multiple data
sources.
• Advanced Excel skills
• Excellent communication skills, verbal and
written
• Experience of presenting to groups at all levels
• Enthusiasm and a can-do attitude
• Excellent general understanding of digital
channels and technologies.
• Experience of working across teams, and
forming creative working relationships.
Skills and Abilities
• Educated to degree level, or equivelant
• Excellent verbal and written communication skills
• Ability to manage and prioritise own workload
• Strong project management skills
• Excellent organizational skills
• Commitment to achieving targets
• Self-motivated and driven by results
• Creative thinking
• Ability to learn lessons and apply them to future situations
• Proactive team player adept at advising, influencing and negotiating with individuals or
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teams.
• Willingness to work out of hours as agreed with manager e.g. on content for
humanitarian emergencies.
• A commitment to ActionAid UK’s mission and values and Equal Opportunities policy
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