Senior Web Optimization Officer, Global Digital Engagement

BACKGROUND 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 IRC is headquartered in New York and operates in more than 40 countries, providing emergency relief, relocating refugees and rebuilding lives in the wake of disaster. Through 26 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 IRC-UK was established in London in 1997 to support the organisation’s global activities and particularly to diversify its donor base, to better advocate with European policy-makers and to raise the profile of the IRC in Europe. IRC-UK comprises approximately 120 staff. The IRC also has offices in Brussels, Berlin, Bonn, Stockholm and Geneva.

EXTERNAL RELATIONS The External Relations (ER) unit is composed of four complementary functions: Private Fundraising, Mobilization & Marketing, Policy & Advocacy and Operations & Analytics. To enable IRC to deliver our Strategy100 commitments, the ER unit established a bold new approach that enhances our ability to raise diverse and flexible funding aligned with IRC’s top priorities, while raising our profile and influence. The ER unit is international, with colleagues in more than 10 offices globally.

STRUCTURE AND PURPOSE OF THE ROLE

The Senior Officer Web Optimization helps to drive and coordinate optimisation of IRC’s digital fundraising and engagement platforms (e.g. lead generation). Reporting to the Deputy Director of Digital Fundraising, this role works closely with all colleagues in the Digital Engagement team, Digital Fundraisers in UK, DE, SE, as well as colleagues in IT, MarComms (Marketing and Communications) and Digital Analytics to evolve IRC’s online digital fundraising and engagement programmes to improve and optimise for increased income generation.

KEY ACCOUNTABILITIES

• Lead on the strategic planning for optimisation efforts of IRC’s web platforms, with a focus on digital donations, including but not limited to form optimisations for fundraising, lead generation, and advocacy actions.
• Own and optimise the donor / supporter paths to conversion; use performance metrics and conversion data to determine improvement opportunities on product placement, banners and home page content.
• Design and execute A/B tests to improve online conversion rates to drive donor acquisition and revenue.
• Analyze and report on performance metrics, A/B testing, and conversion data to steer the direction of work and leverage user / donor paths to conversion.
• Use data to optimize campaigns and the donor experience through an omni-channel approach.
• Work with global support and delivery teams to ensure that optimisation strategies align with best practice user experience and organizational priorities.
• Design, implement, and report on quarterly and annual testing plans across web assets, consulting with other internal teams as needed and represent Remote Markets / Global Mass Market projects in the prioritized test pipeline.
• Maintain a database of experiment results and insights.
• Produce project management document; concept briefs; digital scope and detailed requirements; project schedules; and resource plans.
• Works in close collaboration with cross-functional teams (Marketers, Design/Content, MarTech) to ensure development projects are delivered on deadline and with high quality.
• Set up project tasks and timelines in our project management platform and traffic timelines and deliverables.
• Assist with production of project assets (copy, photos, video, etc.)
• Lead on testing strategies. Participate in and help to manage quality assurance testing and user assurance testing.
• Ensure that the visual design of donation forms and other conversion tools supports project goals and is consistent with IRC brand guidelines.
• Locate and lead any external agencies hired for projects related to optimisation.
• Keep up to date with sector best practices and import improvements where possible and/or testing related to them.
• Coordinate approach and testing with existing external suppliers and agencies.
• Support smooth hand-off from the project team to individuals and / or groups who will run daily, ongoing marketing and fundraising operations.
• Support the Deputy Director of Digital Fundraising in prioritising fundraising development projects, managing the development queue, and helping to streamline and improve digital development processes and best practices.
• Conduct research to provide recommendations on optimising existing fundraising efforts.
• Assist the Deputy Director of Digital Fundraising in other related projects if and when the need arises.

PERSON SPECIFICATION

Experience:

• Proven experience in CRO (Conversion Rate Optimisation)
• 3-5 year experience working with Google Analytics or similar Marketing Analytics tools
• 3-5 years experience optimizing and driving revenue performance of web/app campaigns and platforms using digital technologies.
• Working knowledge of project coordination tools and processes: e.g. Basecamp, JIRA, Google Optimize, Optimizely, CrazyEgg, PowerPoint, Excel.
• Experience writing/editing HTML and CSS .
• Experience evaluating visual design.
• Excellent interpersonal and communications skills.
• Developed organization and problem solving abilities.

Skills, Knowledge and Qualifications:

• Proficiency in web analytics and tracking web KPIs using Google Analytics or similar.
• Experience measuring digital marketing performance in an omnichannel environment. Experience in nonprofit fundraising preferred.
• Experience coordinating Web QA and cross-browser testing.
• Experience with Salesforce or other CRM integration.
• Familiar with web content management systems like Drupal.
• Familiar with key areas of Web development: user experience design, usability, search engine optimization; high degree of comfort with technology.
• Bachelor’s Degree or equivalent in a quantitative field (Computer/Information Science, Digital Marketing/Marketing) OR equivalent work experience