Senior Direct Marketing Officer Cash
Job Description
Job title:
Senior Direct Marketing Officer - Cash
Place of work:
47-49 Durham Street, London, SE11 5JD
Band:
D
Reports to:
Manages:
Supporter Development and Retention Team Manager
N/A
Budget responsibility:
N/A
Introduction
The Supporter Development and Retention team (SD&R) sits within the Supporter
Development Department and has responsibility for maximising the financial and nonfinancial value and loyalty of 300,000+ individual supporters, through direct marketing
activity, to support long-term programme growth for WaterAid. The team is responsible
for maximising commitment and deepening engagement of individual supporters
utilising a diverse portfolio of channels and products including; regular giving, upgrade
and cash appeals, stewardship, alternative gifts, legacies, in memoriam, high-value
supporter engagement and gift aid.
The Senior Direct Marketing Officer will be directly responsible for planning, managing
and delivering the income and expenditure of key campaigns in the supporter retention
programme both on and offline. Working closely with colleagues within the SD&R Team
and key internal and external stakeholders they will ensure that the overall development
and retention programme delivers against team key performance indicators and income
targets.
Job Purpose
To take direct responsibility for managing specific direct marketing strategy and
campaigns within the supporter development and retention programme, to deliver an
effective and accountable programme of work that contributes to the supporter
development and retention team objectives and income targets, within agreed time
frames and budgets.
Key accountabilities
1. Manage and develop fundraising activity in the SD&R programme including direct
mail, telemarketing and online campaigns to generate cash; regular giving; and Gift
Aid income - taking project management responsibility for campaigns as directed by
the SD&R team manager
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2. Take direct responsibility for campaign strategies that meet specific objectives
within the SD&R plans - specifically the delivery of the cash activity - identifying
opportunities for growth within the programme
3. Effectively manage, coach and motivate the direct marketing officer, ensuring they
are developed in their role and are able to make an effective team contribution
4. Prepare and agree all briefs and supporting documentation required for specified
campaigns, taking responsibility for liaising with all internal and external
stakeholders to support this and ensuring these stakeholders are provided with all
required information for the successful and timely delivery of the campaign
5. Manage the preparation and creation of annual plans and budgets, with SD&R
expenditure of up to £1.4 million and income of up to £28.4 million, utilising
experience and past results to inform recommendations detailed activity plans.
Monitor monthly management accounts, key performance indicators and undertake
reforecast as required
6. Responsible for the monitoring and planning accurate budgeting SD&R cash activity
campaign finances, with expenditure of up to £400,000 and income of £3 million.
Ensuring purchase orders are raised, quotes obtained and suppliers briefed
according to procurement procedures
7. Operate a rigorous test to learn methodology, regularly monitoring, evaluating and
analysing campaigns, providing regular results and recommendations for strategy
development based on data-driven insight
8. Directly oversee the delivery of any campaigns from initial brief through to post
campaign analysis, including acting as first point of contact for external partners,
taking responsibility for resolving queries, trafficking all stages of the project and
escalation of potential problems outside of decision making authority
9. Responsible for taking an innovative approach to campaign and programme
development, identifying opportunities to test new, innovative ideas
10. Work closely with the Supporter Services and Database and Analysis Teams to set
up campaigns correctly, with specific regard to coding and fulfilment so that results
reporting can be conducted effectively and accurately
11. Responsible for setting up effective results monitoring and evaluation reporting for
project managed campaigns, to ensure campaign effectiveness can be analysed
and reported on, utilising this data to make recommendations to maximise income
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12. Liaise with team leaders and project managers in other departments to identify and
implement new cross-working opportunities utilising specialist knowledge and
experience in direct marketing
13. To remain up-to-date about developments in the external market-place and assess
the suitability of new, innovative approaches for supporter development and
retention to remain competitive
14. Take responsibility for ensuring that all supporter communications are consistent
with the WaterAid brand, working closely with the International, Policy and
Campaigns, and Communications departments to develop coordinated and effective
messages about WaterAid’s work
15. Contribute to WaterAid’s organisational strategy to influence governments and
policy makers, through project management of integrated and campaigns
communications using direct marketing expertise
16. Undertake other reasonable tasks as requested.
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Person specification
Essential
 Degree-standard or equivalent professional qualification
 Successful track record of working in a direct marketing role / team. Including
proven and significant experience of planning, managing and executing multifaceted supporter cash appeals
 Experience of telemarketing and call handling.
 Project management experience including identifying opportunities and
managing through to implementation.
 Experience in monitoring, evaluating and analysing complex campaigns against
a range of key performance indicators.
 Ability to work flexibly and independently, to manage varying competing priorities
and meet strict deadlines with often changing priorities.
 The ability to work as part of a team and to prioritise work accordingly.
 Excellent written and numeracy skills with attention to detail and the ability to use
spreadsheets to formulate and analyse complex and substantial budgets and
make informed decisions.
 Ability to make judgements, and recognise when required decision is outside
scope of responsibility.
 Strong interpersonal skills and demonstrable experience of sourcing, managing,
negotiating and liaising with suppliers and experience of presenting to internal
and external stakeholders.
 A good understanding of fundraising principles.
 A good understanding of legislation related to direct marketing/data protection
issues.
 Commitment to WaterAid’s values and a working style that reflects these.
Desirable
 A recognised Direct Marketing qualification
 Experience of digital direct marketing
 Experience of working in the voluntary/ fundraising sector
 An empathy with overseas development issues
 ‘Hands-on’ experience of using a fundraising or similar database, preferably
Raiser’s Edge
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Abbreviated Terms & Conditions
Salary
£32,097 – £34,270
Location
WaterAid, 47 - 49 Durham Street, London, SE11 5JD
In order to apply for this role you must be able to demonstrate
your eligibility to work in the UK
Right to Work
Working Hours
Full time - Standard working hours at WaterAid are 35 hours
per week, Monday to Friday. Core office hours are between
10.00am and 4.00pm. Start and finish times are to be agreed
with the line manager upon joining.
Annual Leave
25 days per year plus all UK public holidays (pro rata). The
number of annual leave days will increases to 27 days (pro rata)
after four years’ service.
Contract Period
The post is offered on a permanent contract
Probation
The appointment is subject to the satisfactory completion of a
six month probationary period
Group Personal Pension Scheme with following contribution
rates:
UK Benefits
Employee’s
Employer’s
Contribution
Contribution
3%
6%
4%
8%
5%
10%
There is an option for pension contributions to be made through
a salary sacrifice arrangement
Life Assurance scheme equating to 4 x basic annual salary
Interest free season ticket loan, available on completion of
probation
Employee Assistance Programme with access to 24 hour free
and confidential helpline
Child care voucher scheme
Cycle to work schemes
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Recruitment process
Closing date:
Interviews:
6 July 2014
TBC
Please apply using our online submission form at: https://jobapplication.wateraid.org.
WaterAid is committed to welcoming people from the widest possible diversity of
backgrounds, culture and experience, and is signed up to the ‘Positive About Disabled
People’ scheme. We will make any practical, reasonable adjustment to enable disabled
people to participate fully in an inclusive working environment.
We are committed to interviewing all disabled applicants who meet the minimum criteria
for a job vacancy and to consider them on their abilities.
Please let us know if you are disabled and need any assistance in making your
application or you have any special requirements should you be selected for interview.
Your application must be in English. You must also be able to demonstrate your ability
to work in the UK in order to apply.
If you are unable to apply online, you may post your application to the People Team,
WaterAid, 47-49 Durham Street, London SE11 5JD, UK or fax it to +44 20 7793 4994
under confidential cover by the closing date.
Only shortlisted candidates will be contacted. Please assume that you have not
been shortlisted if you have not heard from us within 2 weeks of the closing date.
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