Head, Digital & Growth Marketing

Head, Digital & Growth Marketing

Position title: Head, Digital & Growth Marketing

Reports to: Director Growth and Partnerships

As an experienced manager you will lead an exciting newly formed team, combining the highest levels of supporter care, building meaning and sophisticated journeys for our supporters to join and stay motivated in helping to restore nature to its glorious best and to save our planet.

In this role, your flair and ambition will be the driving force in bringing together traditional customer and supporter retention, alongside building and growing an integrated digital approach in communications.

You will play a key role in the marketing, communications and fundraising leadership team, ensuring the WWF-Singapore conservation & organisational strategies are implemented across all our supporter communications. Seeking to always optimize our support and income across multiple channels.

You will be a highly effective marketing & fundraising manager with a proven track record of developing people and programmes. Capable in mobilising, inspiring and developing a high level of personal performance, across a multiple of disciplines to drive successful income generation campaigns.

As Head of a large Department your main duties will be:

1. Increase and diversify revenue streams by involving volunteers and non-financial supporters
   
   : Rather than continuously pursuing new leads, we can convert existing contacts into financial supporters, reducing our cost per lead and avoiding market saturation. This also allows us to focus on nurturing those who have already shown interest in WWF, resulting in higher conversion rate. We have already adopted this approach with the Telemarketing team, with 80% of their focus shifted from generating new leads to reactivating lapsed donors.
2. Provide a meaningful 360-degree experience and identify cross-selling opportunities: With the right systems we can categorize our supporters and volunteers into different groups based on their level of engagement, and tailor our engagement tactics accordingly. This will help us increase loyalty and optimize our strategies, such as creating personalized activation and call-to-action plans for each group within the Kosong Plan journey, which will lead to cross-selling and up-selling revenue opportunities.
3. Adopt a unified digital marketing and social media strategy to enhance the efficiency of our channels and boost ROI: By consolidating our social media and digital marketing strategies, this team can fix some frictions and breakthroughs and create tailored campaigns, strengthen our brand identity, and analyze data to improve performance. This will not only foster trust and loyalty among supporters, donors, and volunteers, but also optimize and save resources and prevent duplicative efforts, contributing to better use of WWF-Singapore’s funds. For example when launching a new campaign, we can repurpose efforts and target a wider audience (volunteers, non-financial supporters) and have a greater impact with the same resources.
4. Establish the Database, Operations and Transformation team which could be hived-off as a standalone unit in due course: To provide additional support to the entire organization. This will enable this team to focus more on generating income and retaining supporters and donors, while the Database, Operations and Transformation team can focus on enhancing data management, streamlining operations, and developing systems that will benefit all departments, such as Partnerships, Finance and Project & Ops. Our goal is to improve the efficiency and effectiveness of our operations, ultimately driving greater impact for our cause.
5. Optimize and standardize all reporting needs linked to fundraising according to the set objectives and needs of individual units in the organization, e.g. Finance, Communications, multiple Fundraising Units, Donor Care. Ensure timely delivery of reports.
   1. Develop and implement a comprehensive & cross-functional donor acquisition, retention, care, and growth strategy.
   2. Work with the team to build program strategies to deliver on ROI, gross and net income targets, financial KPI’s and donor care.
   3. Uses donor insights to drive strategic planning, including the development of annuity streams, repeat giving and increased frequency of giving.
   4. Maintain a rolling strategy that ensures short, medium and long term goals are met and articulate, promote and demonstrate plans across broader teams.
6. As a senior member of the Marketing, Communications and Fundraising unit provide strategic input to the overall fundraising strategy in line with the Conservation & Organisational strategies.
   1. Contribute to a rolling communications calendar, identifying all internal and external communications and activities and appeals
7. Optimize and ensure smooth flow of processes like: charging, donor engagement journey (welcome calls, email communications, events and gatherings, welcome packs, etc.)
   1. Work with the fundraising team to ensure the donor engagement is in line with the planned donor journey.
   2. Analyse data to help guide decision-making for improved customer service, retention, etc.
   3. Provide insights from a retention perspective to the acquisition teams, to help improve the quality of new supporters.
   4. Working across the retention, digital and acquisition teams team to deliver the donor retention & development program optimizing income and retention
8. Oversee compliance to and ensure best practice on PCI, PDPA
   1. Monitor activities and processes for potential risk with all relevant policies and procedures including compliance with donations policy, finance and banking policies; ensure fundraising activities comply with the relevant fundraising legislation and licenses.
   2. Driving innovation and improving fundraising processes, policies, reporting and evaluation.
9. Growing and diversifying fundraising streams across regular and single giving, community and peer to peer giving, and digital giving.
10. Deliver a Mid Value donor programme, aligning with Philanthropy and Corporate engagement teams, building a pipeline of high value supporters with a donor centric philosophy.
11. Inspire and empower the team, ensuring key accountability and responsibility to deliver the annual business plan.
12. Manage customer service/donor retention to ensure we are meeting target SLAs, meeting retention and donor satisfaction objectives.

Working with colleagues in the fundraising & communications team to ensure best practice fundraising and communications are in place and ensure these are tailored to the markets. Ensure any developments in the market are researched and monitored, with the communications team taking advantage where appropriate.

C. Scope of work:

• Telemarketing
• Upgrades
• Membership Care (various campaigns)
• Donor Acquisition
• Donor retention & loyalty
• Donor and P2P events planning and execution
• Digital performance marketing
• Digital fundraising
• Emergency fundraising
• Direct Marketing fundraising
• Mid Value Programme
• Email marketing strategy for FR purposes
• Lead generation (online and offline)
• Lead generation (online and offline)
• Graphic design and copywriting
• Collaborations SME
• Peer-To-Peer
• Reporting and analytics
• Volunteer recruitment and retention
• Volunteers communications strategy
• Supporters recruitment and retention
• Supporters communications strategy
• Overall events planning and execution
• Digital campaigns planning and execution for non FR purposes
• Social media strategy
• Social media content creation for non FR purposes
• Social Media Community management
• Online and offline content creation
• Email marketing strategy for non FR purposes
• Website creation & management (in partnership with brand & communications team)

Required Qualifications

• Bachelor's Degree, Post Graduate/Professional qualifications, Business Studies, Digital Marketing or equivalent experience
• Ability to demonstrate practical application of digital marketing expertise to raise funds and retain our supporters
• At least 8-10 year(s) of working experience in the related field, ideally with charities with individual fundraising of over $2million
• Good command over English, with a flair for content and loyalty strategy
• Able to manage multiple tasks and deliver on tight time-frames
• Excellent project management skills
• Strong attention to details and good interpersonal and vendor management skills
• Experience in fundraising or charity projects is essential