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Senior Acquisition Marketing Manager

4 months ago

London, United Kingdom International Rescue Committee UK Full time

The Mass Market team’s mission is to inspire the UK public to financially support the IRC in order to help people impacted by conflict and disaster. The main purpose of this role is to support the Director, Mass Markets UK in generating long-term sustainable growth, maximising net unrestricted revenue and developing a supporter-centric fundraising model. 

As the Senior Acquisition Marketing Manager, you will be responsible for developing and leading the Acquisition strategy and programme across cause and prize-led programmes, supported by a team of three. You will be responsible for significantly growing the supporter base and meeting income targets by optimising our multi-channel cash and regular giving programmes and expanding into new products, channels and audiences. You will respond to emergency appeals led by IRC, and as a member of the Disasters Emergency Committee, ensuring speed to market and maximum net revenue are prioritised at all times.

You will be joining a team focused on excellence and growth, with significant opportunity to lead on change and drive impact.

Scope and Authority

Authority:

The post holder will have the authority to make decisions regarding acquisition operations and to make decisions and recommendations regarding strategy and long-term financial planning alongside the Director, Mass Markets UK.

Responsibility for Resources:

This position will manage and develop 3 team members, with plans to expand the team over the remaining years of the strategic plan. This position will also manage agency relationships and consultants. The post holder will be accountable for a substantial income and expenditure budget.

Key Working Relationships

Internal:

· Director, Mass Markets UK

· Senior Retention Marketing Manager

· Mass Market Global Support (Digital and Offline Acquisition)

· Data and Analytics

· Corporate Finance and Financial Planning and Analysis (FP&A)

· Gift Processing

· Comms, Digital Engagement and Creative Studio teams

· Mass Market equivalents in other markets e.g., Sweden

· Marketing Technology, Systems & Platforms teams

External:

· Fundraising consultants, agencies, and other key suppliers

KEY ACCOUNTABILITIES

Strategy and programme development (50%)

In consultation with Director of Mass Markets, UK, lead on the development, implementation and monitoring of the UK Acquisition strategy and operational plan

· Maintain and develop a monitoring and reporting framework for acquisition activity and associated KPIs that show the performance of the acquisition strategy

Oversee donor acquisition and revenue activities across cash, regular giving, lead gen, lottery and the mid-level portfolio

· Deliver emergency appeals both as IRC and as a member of the Disasters Emergency Committee, review and develop processes and collaborate with other departments and the DEC to ensure speed to market and maximum net revenue during activation

· Continuously assess and improve our core business and work to diversify our channel and product mix, alongside exploration of audience profiles that enable us to reach new segments of the UK public with meaningful propositions and messaging

Be accountable for activity being produced on time, in budget and within departmental strategic objectives Work closely with equivalent teams in other national markets (i.e. Germany, Sweden, US, South Korea) and central support teams to ensure all engagement is coordinated, and where appropriate, synchronised.

 

Budgeting and planning (20%)

· Oversee the acquisition planning and budgeting process, ensuring all activity and project work is aligned with UK Mass Markets strategic objectives, is created in conjunction with Retention priorities and is balanced against team and organisational resources

· Propose investment / disinvestment where appropriate, and advise the Director of Mass Markets UK on additional long-term and short-term investment opportunities

· Balance in-year net income opportunities against multi-year investments, ensuring plans balance new donor targets with revenue generation

· Monitor the effectiveness of activities on an ongoing basis and take contingency action as appropriate to achieve monthly net income targets and return on investment

· Oversee income and expenditure tracking and manage the reconciliation and monthly variance reporting, providing commentary to the Director, Mass Markets and FP&A colleagues on a regular basis   

 

Leadership and management (10%)

· Lead and develop the Acquisition team, ensuring performance objectives are managed throughout the year and opportunities for development and progression are identified and prioritised

· Be an active part of the UK Mass Markets management team, modelling leadership behaviours and supporting the Director, Mass Markets UK in developing a team culture of high performance, continuous improvement and constructive feedback

· Deputise for the Director, Mass Markets UK as and when required

· Work closely with the Senior Retention Marketing Manager to increase connection across Acquisition and Retention, with the ultimate aim of developing a seamless progression for new donors and prospects into further cultivation

· Be the acquisition expert in cross-market working groups and committees

· Manage 3rd party supplier relationships and contracts, ensuring all work carried out is to a high standard and represents good value for money

· Along with the Senior Retention Marketing manager, lead the internal gambling operations committee and be the specialist in gambling legislation and best practice for prize-led products

· Forge excellent relationships across all areas of the IRC to identify opportunities for collaboration where appropriate

· Network and build profile of the IRC-UK Mass Markets team internally and externally, and champion fundraising within the organisation

· Work closely with the creative studio to develop content that actively demonstrates our commitment to diversity, equity and inclusion guidelines and is appropriate for the UK strategy and audience

· Work with digital engagement and communications colleagues to maximise collaboration opportunities

 

Insight, analysis and data management (10%)

· Ensure all activity and budgetary decision making is insight driven

· Oversee detailed end of campaign reports to ensure all relevant information is documented and used to inform future activity

· Work closely with the data teams and external agencies and services in order to gain a detailed understanding of IRC supporters, both behaviourally and attitudinally, and use this insight to inform targeting and marketing activity

· Maintain an up-to-date knowledge of current GDPR legislation and ensure all acquisition activity is compliant

General (10%)

Keep up to date with the sector developments and benchmarking in individual giving and digital fundraising to ensure IRC is at the forefront of fundraising developments.

· Maintain an up-to-date knowledge of current legislation, best practice and industry standards and adhere to all relevant regulation including the Fundraising Regulator, Gambling Commission and ICO. Ensure all fundraising and marketing is ethical, effective and supporter centric

· This post may involve some national and international travel, overnight stays and very occasional working outside core office hours

· Undertake any other additional tasks as requested by the Director of Mass Markets

PERSON SPECIFICATION

 

Essential

Skills, Knowledge and Qualifications:

Driven and proactive with a solutions-based attitude and the ability to motivate a team Strong interpersonal skills, with the ability to manage, influence and negotiate with stakeholders at all levels

· Detailed understanding of the digital fundraising environment and of managing a face-to-face and other offline channels, including agency management

· Ability to manage sophisticated budgets and performance forecasting models

· Comprehensive understanding and experience of audience segmentation, analytical modelling such as LTV and use of insights to drive strategy and performance

· Commercial mindset, with the ability to set and evaluate short and long-term strategic objectives and pivot based on results

· Numerate with excellent data analysis and interpretation skills

· Excellent organisation and prioritisation skills, especially the ability to manage a complex, varied and substantial team workload

· Detailed understanding of UK gambling legislation and compliance requirements relating to prize-led fundraising

· Excellent verbal and written English and the ability to produce well designed and high quality proposals and reports.

· Institute of Fundraising, Cass or comparable qualifications would be an advantage.

 

Experience:

· Experience of leading a fast-paced, high performing team

· Senior-level experience of leading individual giving programmes, with a proven track record of successfully running a multi-product portfolio (preferably across cause and prize-led products)

· Detailed understanding of UK gambling legislation and compliance requirements relating to prize-led fundraising

· Detailed understanding and management of cash and recurring revenue business models

· Experience of taking new products to market

· Experience and understanding of creative process and relationship with brand identity through different channels and audiences

· Experience working for a centralised, international organisation would be a strong advantage

· Experience using a CRM system.

 

Skills and Attributes:

· Language Skills: English (fluent). No additional languages are necessary but German or Swedish would be an advantage.