The Director of Online Marketing will be responsible for the development, planning and implementation of the online marketing strategy and fundraising to achieve revenue and new donor acquisition targets as well as contribute to the organizational goals of building brand awareness, enhancing brand reputation and expanding audience engagement.
The Director of Online Marketing leads an international fundraising, advocacy, brand awareness and engagement strategy to acquire new advocates, supporters and donors online. Working collaboratively with Brand Marketing, Communications, and Development as well as other senior management, and supporting other international staff and departments, this position contributes both strategic and creative leadership and guidance for IFAW’s core online channel.
Goals include the implementation of an effective and innovative online acquisition (lead generation), advocacy and conversion / donation strategies that supports IFAW’s global fundraising and retention goals.
The Director is responsible for the development, execution and growth of all online donations. This position collaborates with Development Directors on online marketing activities aimed at other donor segments. This position also provides industry trend and forecasting counsel to the Executive Office Staff on online marketing and online fundraising practices and how they all impact IFAW.
Role and Responsibilities
·Establish online fundraising goals, growth strategies and measurement metrics for various online audiences. ? Identify and articulate revenue forecasts, Key Performance Indicators (KPI) and overall annual fundraising goals for all aspects of IFAW online (e.g. e-appeals, direct donations to IFAW.org, peer-to-peer etc.), as well as articulate targets for future growth; responsible for communicating plans and priorities to management and IFAW staff worldwide.
·Establish online marketing goals, growth strategies and measurement metrics for various online audiences. Concept, develop and implement online marketing strategies, creative campaigns and efforts to drive lead generation, advocacy and conversion/donation across online channels to efficiently hit KPIs and goals. Includes developing performance media plans to maximize impact on acquisition, donation, ROI and revenue.
·Oversee development of assets for online marketing and fundraising. Collaborate with brand marketing, creative services as well as outside agencies/resources as needed (e.g. designers, developers, writers, videographers) to develop effective assets (e.g. videos, branded banners, gifs, newsletters, e-appeals etc.) to support online initiatives and ensure an effective, on-brand representation of IFAW online.A/B test creative to ensure best outcomes.
·Maintain key online metrics, testing and reporting.Provide visibility to executive team for all facets of online channel. This includes traffic to IFAW.org, acquisition (lead gen) and donation both on IFAW.org and via email marketing (e-appeals).Develop and maintain regular reporting while promoting a culture of evaluation, testing (A/B) and evolution and overall assessment of effectiveness.
·Optimize donor experience and journey online.Collaborate with IFAW team members (e.g. Marketing, Development, Web) and external agencies as needed to shape and evolve online donor experience optimizing the website, landing pages and overall online experiences for advocates and donors.
·Support effort to develop “web savvy” staff and leadership worldwide. Provide guidance in the ongoing development and training to ensure IFAW staff are recruited, positioned, organized and skilled to achieve IFAW’s online marketing and online fundraising objectives annually.
·Budgeting.Collaborate with division heads on integrated operating, online (includes ifaw.org website) and fundraising budgets.Manage the development of IFAW’s integrated online operating, online marketing and online fundraising budgets and provide direction on the most cost-effective use of financial resources within budget parameters.
·Engage in digital contracting processes. ? Collaborate with web technology team to provide direction in the development of long-term and near-term plans related to online payment processing, customer relationship management (CRM), website content management system (CMS), email service provider (ESP), online analytics platform(s), and other related core technologies as needed.
·Minimum 7 years online marketing and online fundraising experience
·Deep understanding of online fundraising fundamentals; extensive first-hand experience raising funds across multiple online platforms (e.g. email/database, social, crowdfunding/peer-to-peer etc.)
·Direct experience working with donors and establishing programs that touch upon all phases of online donation from acquisition and conversion to retention
·Deep understanding of online marketing fundamentals (paid, earned, owned) including SEM, SEO, display, retargeting, social media (paid and organic) and email marketing (list acquisition / exchange)
·Familiarity and experience with email service providers, email segmentation, targeting and A/B testing tools to maximize response rates
·Comfortable working with both creative teams to develop and produce effective campaigns as well as product/engineering teams to optimize websites and landing pages.
·Familiarity with quantitative and qualitative data collection; knowledge of Google Analytics and other industry reporting tools
·Comfortable setting up conversion funnels, tracking acquisition costs, establishing LTV as well as overall reporting
·Experience managing marketing spend/budget internationally across multiple countries
·Confidence with analytics and numbers
·Highly collaborative and skilled manager capable of leading a multi-cultural, international team to meet demanding deadlines and fundraising targets
·Bachelor’s degree in Online Marketing, Communications or other related fields or experience preferred
·Some domestic (e.g. IFAW’s office in Yarmouth Port, MA.) and international travel required
About The International Fund for Animal Welfare
Founded in 1969, the International Fund for Animal Welfare saves individual animals, animal populations and habitats all over the world. With projects in more than 40 countries, IFAW provides hands-on assistance to animals in need, whether it's dogs and cats, wildlife and livestock, or rescuing animals in the wake of disasters. We also advocate saving populations from cruelty and depletion, such as our campaign to end commercial whaling and seal hunts.