Job description
Job title:
Direct Marketing and Digital Manager
Location:
Based at Head Office, Southwark
Department:
Development
Responsible to:
Director of Development
Main purpose
To raise income through direct and digital marketing and develop
web and online marketing and communications that will inspire
innovative donor-centric developments and ensuring the team play
a key role in delivering on the charity’s vision to improve the lives of
babies, children and adults living with muscle disease.
Key areas of responsibility

To develop and implement direct marketing and digital campaigns to achieve
fundraising targets/budgets and grow the supporter base (increasing the number
and value of donations and regular gifts in particular).
In 2012/13 this specifically includes development of:
o donor acquisition
o in-house regular giving
o Gift Aid to maximise income

To review the charity’s contact management strategy and current cultivation plans
for individual supporters, proposing the best way forward to ensure an integrated
approach across fundraising & marketing and high quality donor care.

To lead negotiations and relationship management with relevant suppliers and
freelancers.

Develop and deliver a digital strategy for the charity, managing stakeholders and
ensuring the digital environment helps the charity achieve a quantifiable increase in;
- maximising awareness for the charity
- maximising supporter engagement
- maximising fundraising opportunities
- optimising the charity’s brand for the digital environment
- innovating through digital platforms.
to recruit new donors and build a prospect pool for engaging new supporters to the
charity

Oversee the development of an online community for the charity (including TalkMD)
ensuring we meet the needs of people living with muscle disease in an effective
meaningful way.

Provide strategic direction for the charity’s social media activity and a framework to
enable colleagues to deliver on social media activity in their area.
Monitor, evaluate and mitigate against risks that the Muscular Dystrophy Campaign
is exposed to through digital communications and online presence.
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Be responsible for the development, content, editorial policy and quality control of
the charity’s websites and email communications and digital assets, ensuring fit with
the charity’s brand strategy and guidelines.

Oversee the effective functioning of CRM for the Muscular Dystrophy Campaign and
with the Database Manager ensure there is an effective source of supporter
knowledge, analysis and insight to meet the charity’s demands.

Ensure the team monitor and evaluate the charity’s direct and digital work, providing
continual feedback and learning opportunities for the team and wider organisation.

Manage and monitor DM and TM activity and online targets and budgets for annual
planning through providing costs, results and analysis and contributing ideas and
recommendations on broader team projects and report on these for SET and
Trustees as required.

Set, monitor and report on key performance indicators (KPIs) to support DM and
online digital strategic objectives (set-out in medium term plans 2011 – 2015),
maximising website traffic via SEO and utilising tracking mechanisms as well as
testing new initiatives.

Provide specialist knowledge and advice to the Director of Development on
multimedia and CRM issues, including the emergence of new digital technologies
and opportunities.

Oversee data planning and ensure content provided for Campaign and enewsletters, liaising with Publications and Communications Manager to meet
deadlines.

When budget allows, oversee the introduction of video content onto the charity
website and assist online manager with video filming and editing training for web
gurus and other online content editors.

Line manage the Direct Marketing and Digital team, setting individual objectives and
providing advice and guidance to team members to ensure their delivery of the
tactical plans to meet individual and team objectives to budget and deadline.

Motivate and develop the DM and digital marketing team members, enabling staff to
develop and perform to the best of their ability and ensure appropriate personal
development plans are in place.
Other:
 To ensure that any complaints or enquiries for information are dealt with in a
sensitive and timely manner and thank you letter for special donations are sent
promptly.


To provide administrative liaison with the legacy officer.
Maintain confidentiality and security of donors’ personal information and secure at all
times

To work as part of a team, helping other team members where necessary.

To behave in a manner that reflects the charity’s values

To carry out any other tasks as requested by the Director of Development
Extent of authority:

Responsible for working across the charity to develop and deliver agreed direct
marketing and digital activities to drive individual income generation.

Responsible for leading the longer term direct marketing and digital strategy.

Liaison with Directors and other MDC staff and external influencers without referral.

Responsible for contract negotiation and fulfilment with external agencies and
suppliers.

Prioritising and planning own workload to ensure all projects meet deadlines and
objectives.

Representing the charity to donors and the general public in external meetings and
through dealing with enquiries and providing information.
Initiative/analysis:
 Initiative to project manage creative work and copy produced by external agencies,
ensuring their compliance to the written brief and in keeping with the Muscular
Dystrophy Campaign’s aims and objectives, which will require the checking and
understanding of technical detail, and on occasion, reaching a compromise with
other departments.

Initiative in anticipating and solving problems in own area and informing line
manager and necessary parties of the impact as appropriate.

Initiative in maintaining good relationships with other staff within the charity to assist
in joint working, strengthen communication, solve problems and to ensure that the
charity’s objectives are met.

Analysis of projects and identifying and recommending new ideas for developing
income.

Initiative in maintaining a high level of sensitivity and tact when liaising directly with
people affected by muscular dystrophy and related conditions
Direct Marketing and Digital Manager
Person specification
Education and qualifications
Good educational standard (minimum A level standard or
equivalent)
Experience
A minimum of 3 year’s experience of project management
in a marketing environment
Experience of using a database
Experience of using Raisers Edge
Experience of using a web content management system
Experience of working in the voluntary sector
Experience of using email marketing systems
Experience of managing a social media presence for a
medium sized organisation
Experience of Google Adwords and web analytics
Skills
Proven copywriting, editorial and proofreading skills, with
attention to detail
Excellent communications skills both written and verbal,
and able to communicate at all levels
Excellent computer literacy (Excel, Word, Outlook) and
keyboard skills
Good levels of numeracy
Personal qualities and knowledge

Committed, self motivated and hard working

Have a commitment to the Muscular Dystrophy
Campaign’s Equal Opportunities policy and vision and
values

Planning - The ability to develop and implement clear
and robust plans for self and others to follow.

Leadership - The ability to set instructions whilst
empowering others to accomplish tasks. Demonstrates
flexibility by adopting a management style to the given
situation.
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Desirable
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Organisational skills - The ability to manage own time
and tasks effectively. Taking an approach that is
results orientated and systematic making you
personally effective in managing own workload
complying with set (i.e. in-house policies, legislations,
etc).
Ownership and accountability - The ability to accept
responsibility for own area of work, identifying critical
elements and working in a pro-active/solution focused
way to achieve.
Team work - The ability to accept responsibility for own
area of work, identifying critical elements and working
in a pro-active/solution focused way to achieve.
Communication - The ability to represent the Muscular
Dystrophy Campaign effectively and professionally.
Produces clear and effective communications
appropriate to the audience, utilising the most
appropriate channel and in keeping with brand
guidelines.
Self Development - The ability to constantly challenge
and improve self and others demonstrating ambition for
self and charity to achieve goals.
Volunteers and supporters - The ability to work
effectively with volunteers and supporters to deliver
business goals. Recognises the value and contribution
of volunteers and supporters – empowers others
through provision of support, coaching and training.
Flexible and willing to work extra hours as necessary to
accommodate busy work load.
Excellent IT skills
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