The Channel Optimization and Development Director will be accountable partnership-wide for both optimising existing mass marketing and sales channels through performance management and scaling best practices; as well as identifying, developing and scaling new high potential engagement channels to meet $1.5bn private funding needs through mass marketing offers.
The role will heavily focus on ensuring mass marketing engagement channels of the future work as part of a multi-channel approach, enabling effective multi-touch attraction pull marketing towards active target audience consideration and point of sale conversion.
The role will be responsible for ensuring support of, alignment and effective collaboration with global strategic direction and initiatives for the Child Sponsorship Marketing Director. Community Development Marketing Strategy Director, Fragile Strategy Director and Digital Director.
As part of a global change program of work the candidate will actively be part of developing a new core global capability for progressive channel optimization and development using their extensive knowledge, experience and background in global and regional consumer good/experience needs-based marketing and engagement channel attraction and sales.
The candidate is able to drive performance improvement through the development of clear metrics, and proactively communicate clear and simple global strategies and frameworks, influencing marketing leaders across multiple cultures to adopt them. In turn unifying many channel leaders across the World Vision partnership to ensure a renewed channel engagement growth strategy driving revenue growth.
This position is an important global leadership role for the global strategic imperative to grow high quality sustainable funding, ensuring stability and future growth of our field ministry to bring life in all its fullness to millions of the world’s most vulnerable children. The role will also partner with and help deliver upon our new global brand and ministry fundraising strategies. This is an exciting opportunity to be part of a global change initiative within a category leading iNGO.
Change leadership and influence at a senior level to deliver a renewed global mass channel strategy and plan, wining hearts and minds across a wide variety of senior stakeholders:
- Bring together Ministry Leaders, Support Office Marketing Leaders and other Resource Development leaders to address a partnership-wide target audience reach channel crisis.
- Supporting strategies delivered by Child Sponsorship Marketing Director, Community Development Strategy Director, Fragile Strategy Director, Digital Director.
Lead the optimising of marketing and sales channels through partnership-wide performance management, identification and scaling of channel best practices:
- Design, champion and scale effective new partnership-wide channel performance metrics and measures to enable transparent comparative office performance management and learning.
- Identify and effectively knowledge manage and communicate partnership-wide best practices towards improved audience engagement and sales performance.
- Work with key Support Office stakeholders to develop new operational models to enable global collaboration, learning and scaling of best practices.
- Lead effective piloting and scaling of best practices partnership-wide for multi-marketing offers within channels, solving for the balance of strategic fundraising priorities with different LTDI & RoI rates.
- Lead effective piloting and scaling of multi-channel approaches/campaigns for audience attraction and engagement towards consideration and conversion, with a sharp focus on strategic channel role and RoI.
- Develop tools for frontline fundraisers to create value-added partnerships with channel “gate-keepers”.
Lead the development of new mass engagement channels:
- Lead and manage cross-functional teams from various offices and various areas of the business to develop new ways to engage new target audiences – business-to-business-to-consumer (B2B2C) and business-to-consumer (B2C) models.
- Develop new B2C channels that enable WV to own the cost structure and audience reach that can be scaled globally.
Global Virtual Team Leadership:
- At this time, this role does not have any direct report, but leads cross-functional virtual teams.
- The role will lead a partnership-wide working group on expanding channel reach and optimizing conversion, partnering with channel leaders in our largest offices with a particular emphasis on significantly growing Child Sponsorship acquisitions, while also enabling the opportunity for PNS revenue diversification and growth for fragile contexts.
- Leading individual channel working groups across offices as required, inspiring channel centres of excellence within support offices going forward who will take up the role of global learning and collaboration for that specific channel.
- Exceptional relationship and influencing skills.
- Exceptional intellectual ability - a clear strategic marketing thinker.
- Significant experience in leading change in a complex environment.
- 10-15 years in marketing, fundraising or related role, including 5-7 years at a senior management level with demonstrable success in achieving growth with experience in channel sales/fundraising and experience in partnership development (e.g. developing mutually value-added partnerships). Experience in developing partnerships with faith-based organizations (churches) a plus.
- Ideally minimum 5 years of experience leading a marketing function within one of the largest World Vision Support offices and / or Minimum 7 years of experience leading a marketing function within a global organization.
- The post-holder must have an active Christian faith.
- Strong marketing and strategy skills with working knowledge of change management principles.
- Exceptional interpersonal skills and able to win the confidence of a broad range of different stakeholders including leaders from a variety of cultural and professional backgrounds.
- Demonstrated ability to guide, edit and assure clear, brief and compelling written and visual communications. Ability to synthesize complex concepts for a wide variety of audiences.
- Experience of working in a global and multi-cultural environment.
- Supportive and influential engagement with senior partners internally and externally, including leadership groups and peer directors.
- Effective in written and verbal communication in English.
Preferred Skills, Knowledge and Experience:
- Understanding of marketing strategies, with the ability to develop strategic and tactical communications plans and outline the resources required to implement them.
- Demonstrable experience of managing teams, and managing freelance and agency staff.
- Experience of setting, implementing, monitoring and measuring marketing plans and ensuring delivery against agreed targets.
- An understanding of international development and an empathy for people living amid poverty or oppression.
Work Environment/Travel:
- The position requires ability and willingness to travel domestically and internationally up to 30% of the time.