Job and Competency Profile

Role Profile

Job Title: Senior Digital Marketing Manager Department: Marketing (Visitor Experience Directorate) Reporting : Deputy Head of Marketing and Communications Location: NMRN HQ Date: April 2017

NMRN Vision and Mission

Vision: To be the world’s most inspiring Naval Museum

Mission: Inspiring learning, enjoyment and engagement with the story of the Royal Navy, and its impact in shaping the modern world.

Primary Job Purpose

To develop and deliver the digital communication strategy.

To develop and implement a content strategy and IA (Information Architecture) to build and increase visitor engagement and an influencer strategy to drive advocacy.

To develop and manage the NMRNs website and social content specifically concentrating on talkability, content distribution channels, organic and paid search and eCRM persuading audiences to engage, visit and shop.

To be instrumental in the NMRNs digital transformation and websites delivery.

To create and deliver innovative digital marketing campaigns in alignment with the overall marketing strategy, to build audiences, reach and revenue.

To manage our content calendar and oversee production of content for digital channels and platforms.

To have a readiness to bring the latest innovations in line with our business objectives.

To report overall ROI and KPIs for digital outputs.

Decision making authority and freedom to act

To make decisions on the development and implementation in areas delegated by the Head and Deputy Head of Marketing and Communications.

Works with the Deputy Head of Marketing and Communications to deliver an online transformation in the way we do our business.

To lead campaigns and project manage as delegated.

National Museum of the Royal Navy | Reg Charity No 1126283 To support decisions made across the marketing team and NMRN. To support the implementation of the marketing strategy.

To contribute to the delivery of the Corporate Plan.

Financial responsibility

Delegated authority from the Head of Marketing and Communications (Band F).

Overall responsibility for digital budgets and agency contracts.

To operate within the agreed budget for staff costs and non-staff costs.

Information systems

Shares and contributes knowledge at team meetings.

To use information systems to ensure improved outcomes for visitors leading to higher sales and revenue generation.

Inform and implement key policies and strategies.

Ensure the appropriate maintenance of documentation and use it to generate reports that inform future work.

Ensure data is fed back into all customer systems.

People management

Motivates, inspires and influences others, providing effective line management support to individuals and the team to develop and reach their full potential.

Effectively delegates to support individual and team development to achieve team and strategic objectives.

Ability to adapt management style, when required.

Ability to work within and effectively contribute to a variety of teams.

Communication and relationships

Works closely with the Digital Manager.

Supports other marketing and fundraising colleagues.

Supports internal digital communication across the organisation.

Receives audience insight from across the team in particular the Customer Relationships Manager, PR insight from PR Manager, campaign advice from Marcomms Manager.

Works with colleagues in the Heritage, Resources and Visitor Experience Directorates. Represents Marketing across a range of internal and external meetings.

Liaise externally with other networks, organisations and wider business partners.

Ability to positively represent the Museum to external organisations.

Knowledge, Skills and Experience Subject Mandatory Knowledge Exceptional, practical knowledge of digital communications.

Considerable experience of how to improve our reach, engagement and tactical needs on a national and international level.

Expert technical knowledge of: Image software, digital campaign management e.g. Google Tag Manager, monitoring software i.e. Hootsuite and Mention, MosPro, Google AdWords, PPC, eplatforms and CRM. HTML coding would be an advantage.

A genuine passion for finding out about and using the latest social media technologies to maximise reach.

A voracious readiness to bring the latest innovations in line with our business objectives.

Professional standard of writing, editing and proofing, copywriting, excellent written English.

Experience Expertise in all digital areas, including web, mobile, apps and social media.

Managing budget and agency contracts.

Solid and proven online and social media campaign management and creation.

Implementing and maintaining best practice and high editorial standards.

Proven experience of digital content management and strategical thinking.

Broader digital marketing skills encompassing keyword generation, PPC marketing and banner advertising.

Working independently, whilst managing time effectively and prioritising workload.

Experience of leading, managing and motivating staff.

These are a guide to the contents of the main job and the skills and experience required. (This is not intended to be a task list). It is inevitable that the job content may change over time, and post holders are normally consulted about any significant changes. This information may be periodically reviewed, revised and updated to reflect appropriate changes.

National Museum of the Royal Navy | Reg Charity No 1126283 I have read and fully understand the above Role Profile

Agreed by ……………………….…………………..……… Date:………………………………………. (Employee)

Approved by:……………………………………………..… Date:………………………………….. (Line Manager)