1. STRATEGY & EXECUTION:
Own digital marketing best practices and standards within the organization, including Reporting, Measurement and Return on Investment (ROI) for digital campaigns.
Translate business goals into digital marketing objectives, creating and communicating marketing targets / briefs.
Under the supervision of Head, Communications partner with the Individual Partnerships and Corporate Partnerships team to develop specific digital strategies and identify requirements for all creative assignments, including: email, banner ads, landing pages/microsites, mobile sites/apps and website development.
Creation and Execution of Email based in-house campaigns. (using Emarsys, a B2C marketing automation software)
Review and manage the organizations website, looking particularly into SEO, SEM and SEA activities, on and off page optimization, meta and image tags, and campaign codes to support various campaigns throughout the year.
Manage all digital campaigns, including search engine marketing (Google Adwords and onsite search), Google grants, online brochures & newsletters and other revenue generating promotional campaigns.
Explore new technology and develop partnerships to facilitate fundraising. For eg. Mobile apps, E Commerce portals, Web Payment Gateways, Banking Gateways etc.
Drive creation of e-communication like E Annual Reports, E-newsletters etc.
Collaborate with the Individual Partnerships and Corporate Partnerships teams within the organisation to evaluate donor segments and create donor segmentation groups for focused targeted marketing based on donor profiling.
Gather and share competitive insights related to marketing strategies by targeted competitors and recommend marketing strategies to counter or off-set competitor marketing moves based on learned trends and insights.
Manage the new media agency for social media marketing and SEO, SEA and SEM activities.
2. ANALYTICS & REPORTING:
Consolidate metrics and provide ongoing reporting and analytics to senior level management, and provides guidance for program optimization.
Continually monitor and suggest improvements for the usability, content and conversion points of the organization website to support the organizations growth objectives.
Analyze current best practices in integrated media campaigns as well as future directions made possible by emerging technology.
Benchmark digital activities against those of our peers in the industry; improve digital marketing strategy and tactics to get ahead of the curve.
Use analytic tools (Google Analytics, Adobe Site Catalyst) to track, monitor and optimize digital presence and campaigns based on historical performance.
Prepare qualitative and quantitative analysis reports and dashboards to inform various audiences of our collective performance in all dimensions of digital marketing efforts, showcasing the impact achieved for our clients.