Job Description - Campaign & Social Media Manager Reports To: Head of Communications & Events Location: Edinburgh / Glasgow

Introduction: Alzheimer Scotland is Scotland’s leading national voluntary organisation supporting people with dementia and their partners, families and carers. Alzheimer Scotland is both the foremost specialist provider of dementia services in Scotland and a leading force for change. We work to influence public policy both nationally and locally, and through our fundraising efforts and thanks to our many supporters we contribute a network of Dementia Advisers across Scotland; a 24 hour freephone Dementia Helpline; Dementia Nurse Consultants in each NHS board; and we contribute funds to dementia research. We have services on over 60 sites from Thurso to Stranraer, which provide Dementia Resource Centres, day care, support and information for individual’s and much more for people with dementia and their families and carers. We employ approximately 565 staff, along with 875 volunteers and over 8,500 members. The Campaign & Social Media Manager’s position will join the Communications & Marketing Team at an exciting time of evolution for the organisation; when there is a real drive to streamline and focus our messaging for maximum impact, whilst producing engaging and dynamic content, across multiple platforms, which will resonate with everyone to ensure no one faces dementia alone.

Brief purpose of the post: Based in Edinburgh or Glasgow the role will lead on the creation and delivery of campaigns, from initial concept, to delivery, to post-campaign analysis and evaluation, as well as leading on all creation and delivery of social media communications, to increase engagement with the organisation. Whilst the role can be based in either city centre, regular travel amongst both offices will be mandatory. The post is permanent and full time – 35 hours per week Whilst there will be a focus on marketing support for fundraising activity, the post will work across all directorates (policy, fundraising, developments, services), to ensure all campaigns delivered are cohesive and complimentary to the organisational direction and strategy. The post will also ensure that all social media communications are representative of the full array of work and interests of Alzheimer Scotland, whilst providing strategic direction and support for the on-going development of local social media communications. The candidate should posses a creative drive, be able to articulate and communicate ideas across a multitude of stakeholders (internal and external), whilst having prior experience of working with a variety of social media/ digital platforms, with a solid understanding of good marketing principles, and of delivering successful campaigns. This is a fast pace environment that will suit someone who can think on their feet and shift their focus quickly, whilst ensuring a calm, strategic and dynamic approach is delivered.

Posts managed: This post will not directly line manage a permanent post but will be supported to recruit a volunteer or studentship intern to aid with e-content generation.

Main duties and responsibilities:

• To instigate creative generation of campaign ideas, alongside directorate requests

• To manage the planning, the implementation, tracking and measurement of integrated marketing campaigns, on time and within budget across the organisation

• Brief various teams (internal and external) including creative, digital and media planning to deliver campaign activity against brief

• Be responsible for the production and sourcing of all campaign materials

• Ensure each campaign has clear metrics as agreed with the Head of Communications and Events/Director of Fundraising & Marketing and ensure that campaigns are achieving appropriate return on investment in line with corporate goals.

• Work with the Digital Marketing Manager to deliver bi-weekly optimization and monthly reporting of results against metrics, including use of web analysis tools such as Google Analytics, email data reports, KPI report evaluations etc

• Carry out post campaign analysis to report KPIs and distribute learning for future campaigns

• To deploy project management skills to ensure multiply campaigns are run in tandem

• To advocate for any further areas of opportunity, with regards to campaign delivery and social media engagement

• To lead on the organisation’s social media activity - planning, generating, delivering, responding, refining and measuring performance, whilst support the development of local engagement.

• To work closely with the Information Manager, PR Manager, Communications Manager, Digital Marketing Manager, Head of Communications and Events to participate in content generation, suitable for all platforms utilised by the communications team; both for internal and external audiences

• Write and edit copy for a range of online promotional materials, including adverts, blogs, responsive postings

• Contribute to the development and management of the organisation’s online forum, including blogs, chat rooms, groups and social networking, both internal and external.

• To work collaboratively with all listed personnel above to ensure all activity has a fully integrated approach, both in terms of the channels available and teams involved. For example, but not solely inclusive of -

• To work with the Fundraising teams to devise and deliver innovative and targeted fundraising campaigns. Use creative marketing solutions for appeals & events, for corporate, community & online fundraising and for membership initiatives.

• To deliver innovative marketing solutions for a wide range of information communications (publications, leaflets, posters etc.)

• To work collaboratively with the Conference & Events Manager to deliver marketing solutions for the organisation’s extensive calendar of events, to drive increased ticket and sponsorship purchases.

• To work with the Policy team to ensure all policy campaigns are translated and pitched for the intended audience

• To work collaboratively with all listed personnel above to ensure all social media communications are representative of the full array of work and interests of Alzheimer Scotland, whilst monitoring channels to avoid saturation

• Deliver campaign and social media activity presentations and regular results presentations

• Contribute to the development of the department’s annual plan and three-yearly strategy and ensure all work is undertaken in line with the department’s strategic objectives

• To manage, champion and help further develop the organisation’s brand.

• Complete competitor benchmarking for promotional activity

• General marketing activities to support strategic activity across the organisation Grade: 35-38 The post holder will be subject to a basic disclosure check. This job description is open to review by the organisation at any time and was last revised in September 2017

Alzheimer Scotland - Person Specification

This person specification should be read with the job description for Campaign & Social

Media Manager. Please note that these competencies are not ranked in order of priority.

Essential

Desirable

Skills, ability, knowledge

Good interpersonal and communication skills with people at all levels (internal and external) in person, by telephone and in writing. To have an emotional intelligence and self-awareness of a context which allows for appropriate responsive communications to be deployed.

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Strong written and verbal communications skills and experience of digital and social media environments.

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To have confidence and good-judgement in your communications, to work alone

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A flexible approach with the ability to be responsive to a change of focus quickly. The ability to be an adaptive thinker.

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Ability to work as part of a team and to initiate, sustain and respond to a range of people across the organisation

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Good time management and organisational skills.

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Ability to think and act strategically, with the drive to ensure plans are followed, implemented and completed.

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Ability to comprehend and monitor budgets and to relate financial information to operational activity

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Ability to ‘sell’ the services of Alzheimer Scotland to various stakeholders to stimulate interest, membership & donations

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Personal qualities and values

Ability to influence, persuade and enthuse people.

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Understanding of, and empathy with, the organisation’s aims and values and to apply the organisation’s ethos to promote, inspire and influence.

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Self-motivated, dynamic, and able to work without close supervision. √

Analytical – metric and ROI focussed √

Lateral thinker – ability to identify opportunities, encourage joined up thinking and content sharing in digital environments

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Futurist – strategic, with an eye on digital evolution and its implications and opportunities

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Qualifications/experience

Recognised marketing qualification or degree or demonstrable marketing experience

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Identifiable experience of social media marketing.

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Experience of staff management, support and supervision

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Proven ability to work towards and surpass targets set.

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