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5 Δεκ 2013 (πριν από 3 χρόνια και 7 μήνες)

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V
er
sion
:
1.0 Date
:
25 April 2013

POSITION DESCRIPTION


Position

Title

Digital Marketing Officer

Work Location

Taronga Zoo


Responsible To

Manager, Marketing and Tourism

Classification
/Grade

Clerk Grade 5

Industrial Instrument

TCSA Salaried Employees

Employment
Status

Full time


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Position

Purpo
se

To ensure that digital content (text, images and multimedia) on TCSA websites, mobile applications and e
-
newsletters is an accurate and engaging reflection of the activities of TCSA, including both zoo’s and the
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Key Responsibilities

Planning, developing, editing and maintaining content on the Taronga Conservation Society Australia (TCSA)
website(s), managing e
-
communications and providing digital marketing expertise acr
oss the organisation.

Key Challenges



Managing a diverse range of stakeholder requests and working concurrently across multiple groups with
differing needs.



Prioritising multiple work requests and ensuring that budgets and deadlines are met.



Maintaining a
broad and current knowledge across a large and diverse organisation.

Key Result Areas



Web Content Management



Digital Marketing



Reporting and Analytics

Taronga’s Vision

Securing
a shared future for wildlife and people.

Taronga’s Role

Our

role in conserv
ation is to create direct and positive connections between wildlife and people.

Through our efforts we protect endangered species, increase understanding of wildlife and inspire community
action.

Taronga’s Core Values

Be supportive and enthusiastic

Accept

and take responsibility

Show dignity and respect

Innovate and take initiative

Clear and simple


2


POSITI
ON DESCRIPTION

Commitment to Taronga’s Work Health and Safety, Animal Welfare, and Customer Service Charters


A.

ORGANISATION CHART




B.

WORKING RELATI
ONSHIPS

Internal



This position reports to the
Manager, Marketing and Tourism
.



In the absence of the
Manager, Marketing and Tourism

t
he
Digital Marketing Officer

will report to
General Manager, Marketing, Fundraising
and Commercial Services.



There are no p
ositions

reporting directly to the
Digital Marketing Officer
.



The
Digital Marketing Officer

communicates with the
Manager, Marketing and Tourism

to discuss work requirements and provide information
about relevant issues or events.


External




As a main poin
t of contact for Zoo visitors, the position has frequent contact with the public and Zoo Friends, and ensures that enquires a
re
addressed

in a prompt and professional, referring/escalating issues as appropriate.


Manager, Marketing and Tourism


Marketing, Fundraising and
Commercial Services

Digital Marketing Officer


Marketing, Fundraising and
Commercial Services

Webmaster


Marketing, Fundraising and
Commercial Services


3


POSITI
ON DESCRIPTION



C.

DECISION MAKING



The position mainly work
s autonomously in accordance with guidelines provided by the
Manager, Marketing and Tourism
, and established
Taronga policy and procedures. Discretion is used to manage and prioritise workloads.



This position is empowered to make decisions in relation to t
he role’s major accountabilities on a daily basis.



The position is empowered to deal with customer service issues in accordance with Taronga policy and procedure.



More complex issues/decisions are escalated to
Manager, Marketing and Tourism



The position is

largely one of identifying and reporting issues and making timely and effective recommendations.



The position works under close supervision and direction, and refers any decisions to
Manager, Marketing and Tourism
.


Financial Delegation



The position has

delegated financial
authority up to $1,000.



D.

WORK ENVIRONMENT




Taronga Zoo
is a

smoke
-
free site, comprising

of public and non
-
public areas
.



Taronga Zoo

is a 7 days a week operation. This position is required to work
38

hours per week,
predominately wor
ks
Monday to Friday
.



On call / out of hours work (e.g. attending functions and events) is also a requirement of this position.



Taronga Zoo is a physically demanding site with many areas having a very steep gradient and accessible only via foot.

This posi
tion is
required to
work indoors/outside, walk/perform physical duties around the grounds, and
/or

undertake
repetitive manual tasks, hence a
reasonable level of fitness
/

good manual handling techniques
is an/
are inherent requirement
/s

of this position.



A
large majority of this role is office based, using computers/electronic systems, thus an inherent requirement of this positio
n is the ability to
complete sustained periods of work sitting at a desk utilising computers/electronic systems o
r other office bas
ed equipment.


E.

JOB REQUIREMENTS

Key Result Area 1

Digital Content Management

Key Tasks:

Job holder is successful when:



Proactively manage the development and execution of content on the website.
Working with stakeholders to identify their content needs

and utilising the latest
analytics data and web
-
trends to create content of an optimum type and format
to maximize engagement and best meet specific objectives.




Digital content is interactive and engaging, utilising a
range of different media including text, image, moving
imagery and multimedia, and is of the highest quality.



Content development is delivered on time in agreed format
with a high degree
of accuracy, including correct spelling

4


POSITI
ON DESCRIPTION













Work with internal stakeholders to plan and carry out website content additions
an
d enhancements by providing advice, quality assurance (proofing and editing)
and implementation support (publishing content through CMS)






On a monthly and ad
-
hoc basis, gather and create content for the monthly e
-
news communications and social media comm
unications.

and grammar and up
-
to
-
date facts.



Published content is in line with agreed plans and
objectives.



The style of all digital media content is consistent
throughout sites and in line with approved style guidelines.



Revie
ws of existing content are conducted bi
-
monthly or
as required.



All new content is approved and fact checked by the
appropriate teams including the media communications
team.



Recommendations are made to continually improve
existing digital content.



Stakeh
olders are able to access support and assistance in
representing their areas of work on the TCSA websites.



Content on the TCSA website is varied and updated
frequently.



Stories and content items are selected in consultation with
stakeholders.



Content is ch
osen based on prior engagement analytics
and is tailored to each newsletter segment.


Key Result Area 2

Digital Marketing

Key Tasks:

Job holder is successful when:



Manage and implement the email communications program, including the
monthly email new
sletter.











Provide digital marketing knowledge and expertise to optimise all transactional
aspects of the website, including but not limited to the e
-
commerce functionality.





Em
ails are constructed accurately and broadcast on time.



Email newsletter features a broad variety of stories,
reflective of the entire organisation and stories are tailored
to each audience segment.



Responses and key results metrics are tracked and
reporte
d on a monthly basis.



Recommendations for future changes and/or
improvements are provided to the Manager, Marketing and
Tourism.




Analytics insights are used to assess overall conversion
performance of website against set KPI’s.



Recommendations to improve
website experience and
conversions are recommended and implemented.


5


POSITI
ON DESCRIPTION





With the Marketing Manager develop content and make functionality
recom
mendations that will assist in the successful growth of search (SEO and
SEM) and digital marketing channels.




As required, develop micro
-
sites and additional content to support specific
objectives including but not limited to fundraising, campaigning, ad
-
hoc
promotions and major marketing campaigns.




Manage the mobile website and maintain and develop new and existing mobile
applications to engage visitors and supporters before, during and after a zoo
visit.






On a daily basis manage content and communic
ations to the organisations
facebook community, ensuring that target growth and engagement levels are
met or exceeded.








Work with TCSA’s external providers (including digital and marketing agencies)
to implement web
-
based initiatives and campaigns.



Outcomes are monitored and reported.




Strategies are implemented as agreed with internal
stakeholders and agency consultants.



SEO rankings show continual improvement.




Content and functi
onality is prepared in the appropriate
formats to meet the diverse requirements of the
organisation.




Mobile site is developed and maintained.



Functionality suited to mobile devices is developed to
enhance the planning process and the zoo visit.



Existing
and new applications are maintained and
effectively promoted.




Varied, engaging and accurate content is posted to the
facebook page on a daily basis.



Comments and feedback is continually monitored and
responded to.



Strategies to increase fan base are cont
inually
implemented.



Best practice is monitored and maintained at all times.




Agency/supplier relationships are managed to deliver all
programs of work on time and on budget.



Key Res
ult

Area 3

Reporting and Online Visitation Monitoring

Key Tasks:

Job

holder is successful when:



Track and report on site metrics, e
-
communications and social media
performance and use the data to inform future decision making regarding site
content and applications.







Up
-
to
-
date tracking tools, including Google Analytics, are
used to monitor site visitation, etc.



Stakeholders are provided with digital analytics data on a
monthly basis.



Key trends and/or insights are identified and shared with
the Manager, Marketing and Tourism.



Decisions regarding content and web
-
based promotions or

6


POSITI
ON DESCRIPTION





Monitor the Search listings across the business cr
itical areas in order to
optimise search positioning and identify new opportunities.

applications are informed by actual analytics data.




Monitoring against core search terms and phrases is
completed as per agreed timetable.



Opportunities to improve search rankings are identified
and acted upon.



Rankings of search terms and phrases are improved as a
result of monitoring activities.


F.

WORK
HEALTH AND SAFETY
REQUIREMENTS

Area of Responsibility

Work

Health and Safety

(WHS)

Key Tasks



T
ake reasonable car
e for
own health and safety;



Take reasonable care
to ensure

own

acts or omissions do not adversely affect the health and safety of other person
s;



Comply and c
o
-
operate with
Taronga’s health and

safety related
endeavours,
instructions,
polic
ies and procedures
, and WHS legislation

including (but not limited to):

-

Communic
ating and consulting on work

health and safety matters and concerns

-

Reporting hazards, incidents, a
ccidents, injuries and illness
es

-

Reporting work

health and safety
risks and
breaches

-

Working safely and taking precautions to protect others

-

Utilising

appropriate
personal protect
ive

equipment

and maintaining
required
vaccinations

-

Maintain
ing

any licence, permit, registration
,
other au
thorisation
or qualification
required to perform the position’s duties

-

Ensuring good manual handling technique

-

Attending required training

and meetings

-

E
nsuring
own

conduct supports a positive and equal opportunity work environment that is fair and free fr
om harassment, unlawful
discrimination and victimisation


G.

TARONGA
PURPOSE AND VALUES REQUIREMENTS

Area of Responsibility

Purpose and Values

Key Tasks



Actively support
Taronga’s

purpose and values



Project a positive company image and work constructively

as a team member


7


POSITI
ON DESCRIPTION



Behave in a
manner

that contributes to a workplace that is free of

harassment
,

bullying

and unlawful discrimination and victimisation

at all
times



Comply
with
Ta
ronga’s

policies
, procedures
,

practices

and instructions

including Taronga’s
Code of Conduct
.


H.

GENERAL
REQUIREMENTS



Act in a professional and ethical manner, and in the best interests of Taronga at all times



Perform
the position’s
duties wi
th all

due care, attention and skill



Comply with all
relevant
legislative
and regulatory au
thority
requirements

relevant to the position’s duties and Taronga employment



The position is required to wear a Taronga identification



A Pre
-
employment Health Assessment, Working with Children
check
and Criminal Record check are required for this positio
n.


I.

SELECTION CRITERIA




Demonstrated experience in digital content production across a large, complex website, including interactive content.



Demonstrated advanced online copywriting and written communication skills, including highly advanced editing and

proof reading skills, and
a comprehensive observable knowledge of spelling and grammatical rules/conventions.



Demonstrated computer skills, including a good knowledge of Microsoft office, experience of HTML and web CMS systems, prefera
bly PHP
systems and
ideally Drupal.



Experience in Photoshop and Illustrator, CS3 and video editing.



Excellent communicator who is skilled in relationship building, collaboration and project management with stakeholders form a
ll levels and
disciplines within an organisation.



Demonstrated experience working with Google Analytics to track and report website KPI's and determine trends.

Common

Criteria (Taronga)




Understanding of and commitment to conservation
,

environmental sustainability

and work health and safety
.

Qualifica
tions

and Licenses



Tertiary qualifications in
journalistic or media

discipline, or an equivalent combination of knowledge, skills and experience



Current NSW Driver’s License




8


POSITI
ON DESCRIPTION

J.

ACKNOWLEDGEMENT

AND ACCEPTANCE

I (print name) _____________________________ he
reby acknowledge I have read and accept the
responsibilities,
required tasks and
performance expectations as outlined in this position description.



Signature: ______________________________________

Date:

________________