Position description
Position title Campaign Manager – Online
Division Insurance
Business Product & Sales
Business unit Marketing & Member Relationship
Classification D
Responsible for Planning, development and execution of all digital marketing and communications activities within the RAC Insurance (RACI) marketing plan.
Manages all communication interfaces with relevant stakeholders Supervisor Manager, Marketing and Member Relationship
Main activities Campaign delivery
• With direction from Manager, Marketing & Member
Relationship, develop and implement all online elements of the Insurance marketing communications plan
• With direction from Manager, Marketing & Member Relationship, develop and implement the Insurance digital action plan
• Develop and implement optimisation strategies for all online activities, including SEM, SEO, landing pages and website • Manage accuracy of Insurance content throughout the website
and work with eCommerce to monitor online customer experience
• Manage all Insurance related social media activity.
• Ensure all online marketing communications directly affects the delivery of Insurance revenue targets as defined on an annual basis
• Assist with the management of the online media plan for all Insurance products
Budget management
• Deliver online marketing campaigns within allocated budget, including approving estimates and reconciling monthly expenditure
Reporting
• Monitor the effectiveness of campaigns and amend activity to ensure continuous improvement through analysis and ROI disciplines, ensuring results are presented and shared with relevant stakeholder groups
Agency relationships
• Manage the creative and media agency relationships relevant to Insurance to ensure quality, on-brand output that is delivered on time and within budget
Compliance
• Ensure all Insurance marketing communication material is on brand and considers the RAC values (members first, trust) and adds value to the RAC brand promise
• Coordinate marketing, legal/compliance and product sign-off for all collateral
Stakeholder management
• Manage a complex range of stakeholders and facilitate
information with a broad stakeholder group for the purposes of approvals, information gathering, buy-in, measurement and results
Internal communications
• Integrate RAC Insurance initiatives into RAC Group internal communications – intranet, campaign calendar, staff communications etc
• Ensure RAC Distribution understands and is engaged with all Insurance marketing communications
General
• Assist the RAC Insurance Marketing team as required
Health and safety • Employees are required to take reasonable care for personal health and safety and the safety of colleagues who can be affected by conduct in the workplace; Ensure hazardous conditions, near misses and injuries are reported immediately to an appropriate supervisor
Key skills and abilities Knowledge
• Advanced knowledge of product marketing and related fields including various marketing mediums, media channels and production processes
• Understand the compliance requirements of the financial services industry
• Understand the operational aspect of the insurance industry. • Demonstrated knowledge of the Microsoft software suite and
the internet
Strategic thinking
• Strategic development capabilities including writing comprehensive plans, budget planning and reporting on business KPI’s
Stakeholder management
• Demonstrated ability to build and maintain relationships with internal and external stakeholders (including advertising and media agencies) across complex organisational structures Communication skills
• Strong attention to detail and ability to critique marketing communication strategy, channel recommendations and creative
• Expertise in writing creative briefs and effectively articulating campaign objectives
• High level presentation skills Decision making & negotiation
• Professional communicator with negotiation capabilities Analytics
• Ability to conduct pre- and post- campaign analysis and understand reports from Research & Analytics departments • Results driven, with a focus on revenue and traffic growth Teamwork
• Ability to work in a team environment Managing projects & self
• Demonstrated ability to handle multiple tasks, to prioritise those tasks and meet deadlines
• Self-motivated with a proactive approach
Typical experience • Demonstrated experience in online marketing communications, including strategy development, campaign management, and creative/media agency liaison experience
• Demonstrated experience in managing budgets in excess of $1m
• Demonstrated ability to create programs that increase revenue and generate customer acquisition, conversion and retention • Demonstrated knowledge of web development and multimedia • Proven success managing SEO, SEM and social media initiatives • Extensive marketing communication experience, including
strategy development, campaign coordination and advertising and media agency liaison experience
Qualifications • Tertiary qualifications in Business preferably in Marketing Demands • Flexibility in approach and hours of work to meet business
deadlines
• Travel to other RAC sites as required • Undertake ongoing training as required
• The need to be flexible and professional in work time and approach
Internal relationships • Employees at all levels within RAC Insurance
• Employees at all levels within RACWA, including Distribution, Corporate, Members, Shared Services etc
External relationships • Advertising and Media Agencies
• External partners and suppliers, including printers • Advertising Agency
• Media Agency • Online Agency • Production Houses • Media Owners
• Various Suppliers – Scott Print; Computershare • Networking with industry
OUR BEHAVIOURS
The Way We Do Things at RAC Insurance
Can Do Will Do
I take accountability for my promises I will be proactive & seek solutions
I will endeavour to be innovative, adaptable and enthusiastic
Achieving Superior Performance
I will take responsibility for the achievement of quality outcomes
I will adopt a commercial, efficient and results focus to my tasks and duties
I will learn from others and share my experiences where appropriate
Working Together
I embrace empowerment and will support my colleagues
I will collaborate with coworkers and build effective relationships
I support recognizing and celebrating successes
Leading Our Own Learning
I will seek and provide constructive feedback where appropriate
I will endeavour to maintain frequent open and honest communication channels at all times
I will take responsibility for my own development. Our values
We are accountable, communicate openly and honestly and deliver on our promises.
We work collaboratively to accomplish shared goals. We respect the needs and contributions of others and take responsibility for our actions, both as individuals and teams.
We use our initiative and strive to improve ourselves, others around us, systems and processes to create value for our members. We focus on the creation of value for members by always putting the members’ needs and interests first.
We achieve because we are motivated and empowered to perform and learn. We acknowledge and value each other for our contributions. We have fun, work/life balance and have opportunities to grow and develop in a safe environment.
The main activities and key skills and abilities listed are intended to describe the essential functions of persons assigned to this position; they are not intended as an exhaustive list of all position duties, responsibilities, and requirements.
