Reporting to: Digital Marketing M - Unicef UK

UK COMMITTEE FOR UNICEF
Section 1
Job Title
Reporting to:
Department/Team
Job Location
Hours
JOB DESCRIPTION
Direct Marketing Officer (Digital)
Digital Marketing Manager
Direct Marketing
UNICEF House, 30a Great Sutton Street, London,
EC1V 0DU
35hrs per week (9.30am – 5.30pm)
Salary Band/Grade Band G2 £28,200 - £32,860
Duration
6 months fixed-term contract
Section 2
Position in the organisation – see attached organisation chart
Section 3
Purpose of Post
Direct Marketing (DM) is responsible for recruiting and developing support for UNICEF’s work
from individual members of the public. We do this by using a wide range of media including
direct dialogue, printed and digital media.
The Fundraising Directorate, of which DM is a part, has an ambitious five year plan (2011-2015)
to increase our net income by a third and this post will help to support this growth and the
achievement of our challenging financial targets. The 2011 DM income target is £22.5 million.
The specific purpose of this post is:
1. To plan and implement direct marketing campaigns using key digital channels including
emails, display advertising Pay per Click search and affiliate marketing
2. To report on marketing results and online KPIs
3. To plan, write and implement warm email broadcasts for the DM team and report on
results and provide email best practice advice
4. To develop the digital element of the direct marketing budget, in particular a plan to
maximise net income from an online audience using a variety of channels including:
email marketing, affiliate marketing, search .and display advertising
5. To manage direct marketing suppliers on a day-to-day basis to deliver campaigns that
successfully raise money from individuals.
6. To manage direct marketing appeals in response to humanitarian emergencies.
The United Kingdom
Committee for UNICEF
Company Limited by
Guarantee
Registered in England
and Wales No: 3663181
Registered Office:
30a Great Sutton Street
London EC1V 0DU
Registered Charity
No: 1072612
President
Lord Ashdown GCMG KBE PC
Executive Director
David Bull

Section 4
Duties and Responsibilities
Planning
• Contribute to the planning process for the direct marketing team, taking responsibility
for discrete parts of the budget. Also, reviewing and re-forecasting where necessary.
• Responsible for analysing online direct response campaigns, as well as overall media
performance.
• Working with the Direct Marketing Analyst to do analysis that contributes to the
objectives of the direct marketing team and using Google Analytics to report directly
about traffic and other online KPIs.
Activities
• Responsible for producing online/digital direct marketing campaigns (using a broad range
of tactics) in line with planned budgets and targets ensuring campaign deadlines are
met. This will include briefing agencies, overseeing copy and creative development,
developing media plans, analysing web statistics to guide decision making, liaising with
UNICEF’s New Media and Resources team to implement online campaigns and
identifying new opportunities for UNICEF to extend its online fundraising.
• Manage agency relationships on a day-to-day basis to deliver objectives.
• Responsible for 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
• Responsible for working closely with other members of the direct marketing team to
ensure all activities are co-ordinated and donor-focused.
• Responsible for working with internal teams at UNICEF to deliver the objectives of the
direct marketing team. This will include working closely with the New Media and
Resources team to develop online campaigns, with the IT database staff on database
selections for email campaigns and with Supporter Services to fully brief them on
campaigns and other activities.
Other
• This role involves 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.
Section 5
Date Approved:

PERSON SPECIFICATION
The person specification describes specifically the traits, skills and experience that are needed
for the job. At UNICEF UK, the recruiting manager identifies behaviours and skills, chiefly, from
UNICEF UK’s Competency Framework. All criteria in the Person Specification are ‘essential’.
1. Personal Competencies
Competency Title
Supporter driven
Drive
Communication and influence
Innovation
Teamwork and cooperation
Efficiency and effectiveness
Ability to….
Contribute confidently and knowledgably to discussions about
charity supporters and the changing charity market-place
Maintain a high level of commitment in all circumstances,
demonstrating patience and perseverance in the face of
setbacks and problems
Communicate effectively, both verbally and in writing,
presenting difficult messages clearly and with impact.
Come up with innovative ideas to improve online marketing
products and / or processes and implement them as agreed
Develop relationships with others, actively supporting
colleagues
Plan multilayer activities and handle conflicting demands,
spotting problems in advance and identifying solutions
2. Relevant Experience
Experience -of….
Confidently managing online or digital marketing based fundraising campaigns ideally including
email marketing, PPC search advertising, affiliate marketing. This should include managing all
aspects of the process related to delivering successful direct marketing campaigns including
reporting
Managing direct marketing suppliers and developing excellent relationships with internal teams
to deliver objectives
Analysing online marketing results and website statistics and contributing to direct marketing
plans and budgets
3. Specific Skills & Knowledge
Ability to…..
Use Excel, Powerpoint, Photoshop and
Dreamweaver
Knowledge of….
HTML and basic Google Analytics