Digital & Brand Manager UK
United Kingdom (United Kingdom of Great Britain and Northern Ireland)
Over the past 80 years, the International Rescue Committee (IRC) has developed unparalleled expertise in responding to emergencies and helping uprooted communities to rebuild. Founded in 1933 at the request of Albert Einstein, the IRC offers lifesaving care and life-changing assistance to refugees forced to flee from war or disaster.
The International Rescue Committee UK is part of the IRC global network, which has its headquarters in New York and London. The IRC is on the ground in more than 40 countries, providing emergency relief, relocating refugees and rebuilding lives in the wake of disaster. Through 22 regional offices in cities across the United States, the IRC also helps refugees resettle in the US and become self-sufficient.
The IRC is committed to a culture of bold leadership, innovation in all aspects of our work, creative partnerships and, most crucially, accountability to those we serve. The IRC is a tireless advocate for the most vulnerable.
IRC-UK was established in London in 1997 to support the organisation’s global activities and particularly to diversify its donor base and be able to better advocate with European policy-makers on behalf of the people we serve. Since its establishment IRC-UK has grown rapidly and is now acknowledged for its high quality project management, technical expertise in governance and rights and economic recovery, and innovative thinking on early recovery and gender based violence. IRC-UK comprises approximately 120 staff.
The IRC also has offices in Brussels, Berlin, Bonn, Stockholm and Geneva.
Purpose of the Role
The Digital & Brand Manager will increase the profile, influence and funding of the IRC by taking the lead on digital engagement strategies in the UK. They will lead on deploying and stewarding the IRC’s global brand in European markets, under the oversight of the Senior Director of Brand.
The role is a specialist in the digital environment and will train and support other content creators (Creative studio, Media, Programme Staff, Advocacy) to deliver optimised multimedia content for all channels. The role supports the development and implementation of a UK digital strategy, focusing on growth, increasing income and growing digital maturity across the organisation.
As line manager of the Social Media & Digital Officer, the Digital & Brand Manager will oversee the management of the UK social media channels and all UK websites.
Authority & responsibility for resources:
- Using data, analytics and market research support the development and training on a comprehensive strategy to ensure that all our digital communications are topical, passionate about driving supporter engagement, transactions and long term value
- Supporting organisational priorities and key moments implementing integrated supporter journeys and campaigns online and building the IRC brand, in keeping with our wider Strategy100
- Coordinate the Social Media & Digital Officer’s day-to-day management of UK social channels, and the Digital Content Officer’s management of the website Rescue-UK.org
- With the Communications Partnerships Manager, develop creative partnerships to further reach of the digital content and increase brand awareness.
- Ensure brand consistency across external products and platforms for the IRC’s Europe offices.
- Establish and develop new strategic creative and audience engagement trends for the IRC in the UK.
- No direct budget to manage
KEY WORKING RELATIONSHIPS
- Senior Director, Brand, based in New York, who oversees brand work
- Line manages the Social Media & Digital Officer
- Communications colleagues in the UK, US, Germany and regional teams
- Policy & Advocacy team
- Fundraising team
- IRC offices in New York, Brussels, Stockholm and Germany
- Technical Units; Finance & Operations Team; Regional/ Field teams
- Creative partners and external suppliers, eg. technical support and design agencies
Leadership and management (20%)
- Through the IRC’s UK Management Team support the UK Executive Director in the creation and delivery of IRC-UK strategies and priorities, foster cohesion and collaboration among departments, represent the needs and objectives of digital communications.
- Work with the Deputy Director, Digital Engagement to support on global digital strategies, with a focus on the IRC’s digital presence in the UK.
- Manage the Social Media & Digital Officer, set and review progress against objectives, ensure they are supported, highly motivated and performing to their best ability to increase the impact of the IRC’s digital outputs.
- Support and develop supporter journeys online for all integrated campaigns.
- Lead on the digital outputs for any channel optimising for web, making sure it’s strategic and that all content is on brand
- Reporting; Set KPIs and make sure all channels and goals are tracked, on target and support strategic goals focusing on growth.
- Sign off and support on all digital outputs and lead on integrated UK campaigns (Messaging, Brand and Optimising strategic content) based on testing and previous campaign evaluation.
Digital engagement, content & channel strategy (50%)
- Oversee and develop strategies for the IRC’s UK digital channels with a primary objective of raising the profile of the organisation
- Technical expertise to support the CMS transfer
- Support IT and Analytics with implementing new integrated systems (fundraising, advocacy, comms)
- Work with the Global team on UX and website optimisation for mobile focusing on CTA and conversion
- Support the SEO, Advertising and Brand projects across Europe.
- Devise and deliver on creative and integrated engagement strategies for UK campaigns. Partner with Policy & Advocacy on digital advocacy with the intention of growing our profile, funding and influence, and engaging supporters
- Partner with UK External Relations leads to focus on clear target audiences and contribute to integrated strategies to engage them
- Collaborate with UK Fundraising to create compelling content with an aim of growing income and deepening supporter engagement.
- Maintain excellent relations with global Communications colleagues to ensure consistency across the IRC’s global outputs.
- Maintain a strong understanding of the creative outputs of our sister organisations, as well as digital trends outside of the sector.
- Proactively seek out new opportunities for creative partnerships to increase the IRC’s brand awareness in the UK and Europe, reach new audiences and maximise content distribution.
- Partner with the Senior Digital Content Officer to ensure content is created with a view to increasing visits to Rescue-UK.org and comply with latest SEO developments.
- Ensure Key Performance Indicators are set for UK digital channels, in close collaboration with global digital colleagues and Deputy Director, Digital Engagement, and oversee delivery against them
Brand management (30%)
- Contribute to the implementation of the organisations brand strategy (voice and identity) through active participation in the global brand process and working group.
- With the oversight of the Senior Director, Brand, manage brand rollout and revisions in Europe markets.
- In liaison with the Senior Director, Brand, and Deputy Director, Digital Engagement, ensure key European stakeholders are abreast of and represented in major brand projects including the brand roll-out.
- With the oversight of the Senior Director, Brand, work with Communications colleagues in Europe to localise - where necessary - elements of the global IRC brand for the German, Swedish and Brussels markets, and any future Europe markets.
- Support and deliver on brand training for the UK and across Europe Markets
- In partnership with the global digital and IT teams, maintain a high standard of user experience and brand consistency across Rescue-UK.org and ensure the site is technically sound and secure.
- Work with the Deputy Director, Digital Engagement and Digital Content Officer to manage new platforms as required, and partnering with other teams to ensure excellent user experience and brand consistency.