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Information Pack

Contents

• Background Information

• Organogram

• Job Description

• Application Process

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Background Information

CARE is one of the world’s leading humanitarian and development organisations. Founded 70 years

ago with the CARE package to support poor families in war-torn Europe, CARE now fights poverty

and injustice in 84 countries and has built up a strong reputation for innovation and impact. Our

programmes focus on achieving lasting change by tackling the underlying causes of poverty and

strengthening the capacities of poor communities to help themselves.

In everything we do, CARE places special focus on gender issues and working alongside poor women

and girls because, equipped with the proper resources, women have the power to help whole

families and entire communities escape poverty. Women are a vital part of CARE’s community-

based efforts to improve food and nutrition security; protect life and resilience in humanitarian

crisis; increase access to quality healthcare and education and expand economic opportunity for all.

CARE is a non-sectarian and non- partisan organisation.

The CARE Confederation

CARE International operates in 84 countries, but is held together by 13 national members.

These national agencies are separate legal entities but operate through one presence in

each country and work together under the CARE International Board and Secretariat, based

in Geneva. They are bound together by the CARE code.

Globally CARE employs 8,000 staff, with over 95% of them locally sourced and has an annual

income of $800m.

CARE has just agreed a new global Program Strategy which will govern all of our work and

which will mean that by 2020, CARE and our partners will support 150 million people from

the most vulnerable and excluded communities to overcome poverty and social injustice.

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CARE International UK

CARE International is one of the world’s leading aid agencies. Last year we reached more than 80

million people. We worked in over 80 countries, implementing long-term programmes to fight

poverty, responding to humanitarian emergencies, and advocating for policy change to improve the

lives of the poorest people.

CARE International UK (CIUK) supports the programming of CARE International Country Offices

across the globe and is a major source of funds for global programming. CIUK’s marketing income is

a vital part of the funding mix. Direct Marketing provides the largest source of unrestricted funds in

the UK – approximately 40% - and with an increased investment of £500K in FY15, and with a new

website in progress focussed on individuals, CIUK has committed to growing unrestricted income for

the long-term. It’s more important than ever that we have analysis and insight to guide our

increased investments.

Background to the job/The team

The Direct Marketing team is one the largest of the three marketing teams focussed on fundraising

from individuals. The other teams include Events & Community and Lendwithcare.org. The post-

holder will work closely with fundraising managers and their teams to advise on their programmes of

work using insights from internal and external sources – across channels.

The post-holder is the expert decision-maker on approaches to supporter analysis and reporting

specifications. This is a crucial role in determining our marketing and fundraising strategy, having

full responsibility for the management and development of supporter analytics. The post-holder will

also be responsible for profiling supporters; developing segmentation for targeting and determining

the propensity for cohorts of supporters to engage in a variety of products – with the view to

increasing supporter value.

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The Marketing Analysis Manager will lead on the development of KPIs and reporting from a detailed

campaign level through to high level corporate and global dashboards, as well as ad-hoc requests.

The post-holder will use data visualization tools to present findings in user-friendly formats that are

suitable for a range of stakeholders including the SMT and Board of Trustees. The Marketing Analysis

Manager will also work closely with our media buying agency to ensure analysis provided for

campaigns is accurate, sound and leads to recommendations in the future.

The post-holder will be required to keep abreast of new developments within the fundraising sector,

specifically with regards to supporter analytics, and to keep abreast of developments which could

enhance our fundraising performance.

Organogram of the Direct Marketing Team

Head of Direct Marketing

Supporter Acquisition Manager

Direct Marketing Executive

Direct Market

Assistant

Supporter Development & Loyalty Manager

Senior Executive –High Value &

Legacy Marketing

Direct Marketing Executive – Donor

Loyalty

Database & Donor Care Manager

Supporter Care Officer

Supporter Care Officer

Database Officer

Marketing Analysis Manager

(Vacant)

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Job Description

1. Overview

Post Title: Marketing Analysis Manager

Department: Direct Marketing

Responsible to: Head of Direct Marketing

Accountable to: Marketing Director

Base Location: London

Line Management Responsibility: No line management responsibility. On occasion

will manage volunteers

Budgetary Responsibility: An expenditure budget of £40K.

External Contacts Internal Contacts

Data & analytics consultancies All members of the marketing teams

Peers in other charities Finance and IT teams

Fundraising agencies Business Systems Manager

Media buying agencies SMT / Board

CARE member offices

The above list is provided for guidance only and is not an exhaustive list of all the contacts with

whom the postholder may be required to liaise.

2. Specific Areas of Responsibility

Strategy and leadership

• To contribute to the leadership of the Direct Marketing team, through inclusive participation;

working closely with team managers to work towards department goals;

• Develop the analysis, research and insight strategies in order to meet our fundraising objectives

across individual fundraising teams. To take an entrepreneurial approach to developing new and

innovative approaches when appropriate;

Supporter analytics

• Manage outsourced data analysis suppliers and routinely assess and monitor value for money

and service; in line with the procurement policy;

• Manage data visualization tools (e.g. tableau) which integrate with the fundraising database,

ensuring dashboards are kept up to date;

• Develop and maintain LTV, attrition and propensity modelling tools to predict income across a

range of fundraising products as well as identifying cross-selling opportunities to increase

supporter value;

• To oversee training to all tableau users, through personal training or the use of training services

by suppliers, and maintain and update user guides to support this;

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• To keep up-to-date with new fundraising techniques & analysis related technologies and to

advise/influence staff in the adoption of technologies/techniques that are beneficial to CARE.

User-friendly reporting

• Present and communicate detailed and complicated data analysis findings in a user-friendly

format to a variety of internal audiences including fundraising managers and their teams, SMT

and The Board of trustees;

• Attend fundraising planning and results meetings to provide advice and support on analysis and

insight requirements;

• Oversee that database enhancements, which enable profiling and analysis, are delivered e.g.

Mosaic appending;

• Work with the Business Systems Manager to integrate analytics software where applicable;

• Working with the Digital Team to report on website and PPC analytics, ensuring results are in an

accessible format for fundraising teams;

• Rapidly capture user requirements for ad-hoc analysis and prioritise these according to business

needs, especially at times of Emergency Appeals;

• Produce ad-hoc analysis that meets user requirements and provide a high-level, plain English

narrative summary of your findings and their business implications;

Benchmarking & research

• To keep abreast of new technologies through peer networks to apply new learnings to our

fundraising analytics;

• To benchmark our fundraising and supporter care results against key competitors and CARE

globally, working with partners such as Target Analytics;

• To perform qualitative and quantitative analysis, applying more depth to our supporter insights

and monitoring attitudinal data;

• Use readily available market research data, e.g. TGI, to enhance our understanding of supporter

cohorts, providing insights to fundraising teams when they are enhancing current products or

developing new products;

Others

• A commitment to the values and working practices of CARE.

Any additional duties as may be reasonably required by a senior manager within the scope of the

above. This document forms part of the post holder’s contractual terms and conditions of

employment.

Data Protection The postholder hereby agrees not to disclose any confidential or sensitive information to a third

party or outside organisation except where required to do so by law.

Health and Safety The postholder agrees to abide by CIUK’s Health and Safety principles and code of conduct and to

take all reasonable steps to ensure both their own safety in the work place as well as that of their

colleagues.

Equal Opportunities

The Postholder agrees to promote and uphold the principles of equal opportunities in accordance

with CIUK’s Equal Opportunities Statement and all related policies.

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Person Specification

Essential Desirable

Education /

Qualifications

• Educated to degree level or equivalent

work experience.

• A data analysis

qualification.

Skills / Abilities • Experience of complex data analysis,

preferably in fundraising

• Ability to data segmentation

• A logical and analytical mind to

manipulate and analyse data and

produce reports to help maximise

fundraising effectiveness and

opportunities

• Experience of online analytical tools such

as google analytics integrating findings

with other media channels

• The ability to take a brief from

fundraising staff and design an

appropriate system/solution

• The ability to convey technical

information in non-technical language

• Excellent organisational skills

• Excellent knowledge of MS Access, Excel

& Word

• Good knowledge of SQL querying

• Experience of data visualization software

– preferably tableau

• Excellent communication skills internally

and externally

• Ability to work within a team and meet

deadlines when under pressure

• Managing stakeholders at all levels and

across different teams / areas

• Proven decision-making skills; able to

identify and compare multiple potential

solutions and use rigorous analysis to

choose the best course of action

• Experience of writing and

running reports in

statistical packages such as

SPSS.

• Appreciation of direct

marketing techniques.

• Experience of Raisers Edge

and an understanding of its

data structures

• Experience of market

research techniques

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Application Process

To apply please send your completed application form via email to jobs@careinternational.org

quoting C701 in the subject line.

or

Via post to Human Resources Department, CARE International UK, 9th floor, 89 Albert Embankment,

London SE1 7TP

The closing date for Applications is 12 noon, Tuesday, 2nd

June 2015.

Interviews will be held Thursday, 11th

June 2015

For further information please visit

www.careinternational.org.uk

Twitter: @careintuk

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