Digital Marketing Officer

Established in 1977, GOAL is an international humanitarian agency, with a team of over 3,500 staff, dedicated to alleviating the needs of the most vulnerable communities. Currently operating in 14 of the world’s most complex and fragile countries in Africa, the Middle East, Latin America and Ukraine, GOAL delivers a wide range of humanitarian and development programmes, ranging from humanitarian relief in disaster situations, to focusing on nutrition, food security, and building greater resilience and sustainable livelihoods.

GOAL launched its new five-year organisational strategy, ‘From Crisis to Resilience’ in 2022, which sets an ambitious agenda to reach more people experiencing crisis and fragility around the world.

THE ROLE

GOAL’s public fundraising programme is focused on building public support for GOAL’s humanitarian aid work around the world. Digital Marketing, as a core component of this programme, leverages a broad range of marketing strategies to invite donations, in tandem with complementary marketing and communications.

GOAL is therefore now seeking a dynamic, talented, and energetic candidate to take up the role of Digital Marketing Officer, to drive our Digital Marketing Strategy

The role will sit within GOAL’s Communications Team, but work across the Fundraising, Marketing and Communications Department. The role will be primarily focused on supporting GOAL’s ambitious agenda around brand and income growth across digital platforms, helping to recruit and retain supporters while creating a distinctive and well-known brand across many and varied target audiences.

RESPONSIBILITIES

Support development and delivery of digital marketing campaigns

• Work in partnership with the Digital Communications Manager and other internal stakeholders and external suppliers to research, devise, launch, monitor and evaluate digital marketing campaigns focused on securing online donations, fundraisers, and supporters.
• Identify new and improved approaches to optimise digital marketing campaigns, including testing different creative approaches, audience targeting and messaging.
• Support the development and delivery of major digital fundraising campaigns, including GOAL’s Christmas campaign and any major emergency appeals, both in a standalone campaign capacity and as part of integrated ‘through the line’ multi-channel activities.
• Work closely with the Community Fundraising and Events Team to develop effective approaches to recruiting and engaging fundraisers and event participants.
• Work with the Legacy Fundraising Team to develop and deliver effective and compelling legacy marketing campaigns online

Support continued use of digital communications to engage GOAL’s supporters and audiences

• Help to deliver a broad range of digital communications (e-newsletters, email appeals, social media campaigns) to engage, retain and attract new donors in collaboration with the GOAL Communications and Fundraising teams
• Lead on the segmentation, targeting and personalisation of digital communications to GOAL’s supporters
• Identify new opportunities to streamline and deliver more effective supporter experiences through engaging and tailored digital communications activities
• Play a leading role in awareness campaigns aimed at growing GOAL’s audience and supporter base

Support development and delivery of campaigns and activities focused on growing GOAL’s regular donor base

• Monitor, review, and report on GOAL’s monthly giving donor base, including attrition rates, tenure, and retention drivers
• Manage activities across different channels focused on acquisition of new monthly donors, with a primary focus on digital recruitment campaigns and communications

Support the ongoing development of excellent supporter care approaches and processes

• When required, support donor care processes including donation processing, acknowledgement letter fulfilment, data management and other important supporter touchpoints
• Implement a digital ‘Donor Journey’ especially for new donors with a view to increasing 2nd and 3rd gift rates, optimising cash to Regular Giving conversion and reducing donor attrition
• Identify and propose solutions to gaps or issues in the GOAL Supporter Experience to ensure long term supporter retention.

Support the delivery of traditional and integrated campaigns

• In partnership with the Communications Team and wider Fundraising Team, support the development of new campaigns, including sourcing content from the field, managing designers, external suppliers, and data management
• Coordinate and support key steps of major campaigns to ensure on time delivery
• Develop and share reports on campaign performance and analysis

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PERSON SPECIFICATION

Essential

• A third level qualification, preferably to either degree or post graduate Diploma or Degree level in Communications / Marketing, with significant Digital Marketing course content
• A minimum post graduate work experience of 12 months in Digital Marketing / Direct Marketing with a digital focus and proven track record of experience
• Experience using a CRM system to manage customer engagement and marketing
• Experience running digital campaigns using social media, email marketing, SEO and Google Ads
• Proven ability to work independently and in a collaborative team environment
• Excellent communication skills (both written and verbal)
• Excellent organisational and interpersonal skills, with an ability to work under pressure and meet deadlines
• Strong time, project, and prioritisation management skills
• Impressive accuracy and eye for detail
• Methodical, flexible, and capable of undertaking multitask driven work
• Fluent business level English speaker

Desirable

• Basic design skills and experience creating rich media content for digital promotion
• Experience working in a digital marketing / communications / fundraising role with an NGO
• A significant interest in global affairs, humanitarian issues, climate change and the challenges facing the global south

Interested applicants should send their CV and cover letter expressing why they would like to join GOAL’s Communications Team and what they will offer.

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