Digital and Data Manager

Kea is seeking an experienced Digital and Data Manager to join the team.

Kea digital channels reach approximately 500,000 people around the world. Our public and private sector partners form a vital part of Kea and we report to partners against key performance indicators regularly.

The key objective of our digital channels is to grow our membership and community numbers through engaging, relevant and thought provoking content.

Our website is also the portal into our membership platform and CRM ( where members can update their preferences and information); to Kea Connect, our business connection service and hosts our Global Jobs board (where members post roles where Kea’s community might be a fit). Your role has responsibility for the technical performance and measurement of our digital channels including website, eDMs, social channels and CRM (including audience segmentation)  as well as leading the relationship with our digital platform partners and agencies.

Main role objectives
The main ways through which your role contributes to our objectives are:

• Growing awareness and engagement among target audiences, through development of customer focused communication strategies (with a focus on website & UX, SEO, social strategy, CRM including eDM strategy) to grow the Kea brand.
• Crafting and delivering an SEO and SEM plan to increase traffic to, and measure performance of the Kea website, delivering to Kea strategic goals.
• Increasing registered Kea member numbers
• Running robust reporting on campaign performance, website traffic, marketing and partnership activities.
• Continually seeking ways to improve technical performance of digital channels.

A multi-channel approach
Delivering best practice multi-channel, multi-region approaches and understanding the eccentricities of these is a significant part to our content-driven approach.

An understanding of the balance of commercial and partner needs (e.g. reporting & brand recognition) yet ensuring this ladders up to the wider Kea strategy is crucial to the success of this role.

• Develop and optimise Kea content across all Kea digital channels ensuring a consistent ‘Kea voice’, whilst recognising and respecting the diversity of language, culture and demographic of target audiences.
• Implement content across digital channels using best practice to ensure activity is targeted to Kea audiences and activity is informed by data and insights.

Attribution and reporting
Attribution is important to Kea. We report to our partners and board regularly. You will need to deeply understand social media analytics, Google Analytics and Google Tag Manager or Global Site Tag and have a working knowledge of Adwords and Remarketing.

• Measure and report performance of all digital campaigns (including partner campaigns) and assess against goals (ROI and KPIs).
• Apply testing protocols to improve digital performance. Identify trends, extract insights and optimise performance accordingly.
• Devise new ways to capture audience and member data, and use this to finetune segmentation and build out Kea’s personas.
• Measure and optimise user experience across all owned digital channels.

Digital Operations
Digital and data knowledge is the cornerstone of our business now and in the future, reflected even in our Kea vision & mission. As such, the role is varied in its responsibility across the digital product and platform matrix.

• Increase community engagement and membership by executing the agreed integrated brand and marketing strategy by employing web, social media, email, and emerging technologies to create and disseminate content that supports Kea’s priorities, including business success stories, partner activity and WCNZ profiles.
• Responsible for the UX, maintenance and accuracy of Kea’s web presence alongside Kea Vision and mission and strategic approach, continually looking to improve UX throughout the website.
• Work closely with the internal team, Digital agency and other stakeholders to refresh and update the Kea website, and ensure it is meeting a high standard of overall site performance and engagement (including site speed) and SEO.
• Measure the effectiveness of Kea’s digital performance (including Social, SEO, eDM and marketing campaigns, partner content) and provide findings, market feedback and recommendations for continual improvement to the Marketing & Communications Director, CEO, Board  and other relevant stakeholders.
• Develop project-led campaigns as directed (e.g. WCNZ awards, Welcome Home survey) to align with Kea Vision and Mission.
• Develop & provide creative templates and frameworks for our partner, local & regional teams to educate and maximise content delivery.
• Develop strategic Digital Marketing partnership plans to ensure appropriate usage of integrated partner branding, tagging and surfacing of partner content, implementation of tracking, and ongoing reporting. Provide optimisation and recommendations based on data analysis and disseminate to the partnership team.
• Provide ownership and thought leadership around marketing automation and CRM solutions helping the wider Kea team understand the opportunities and how to continually  maximise our efforts in this area.
• Undertake projects as directed by the CEO, Director Communications and Community,  and/or identify projects that will advance the development of  Kea.
• Continually look for, implement and share with the team new and creative ways of doing all things digital to drive traffic and engagement.
• Manage the day-to-day digital budget with support of financial controller

Digital Design and asset production
It’s a welcome bonus if you’re creative and can competently use Canva or Adobe InDesign.

• Design and create Kea-specific marketing collateral (digital and basic social video). This includes social post imagery, eDM assets, event invites, updated campaign asset imagery (e.g. WCNZ awards 2022), website imagery (promo buttons/promo blocks).
• Provide creative ideas for content marketing in line with the content strategy and Kea vision and mission.
• Provide content production support for Kea team, partners & key stakeholders.

Key relationships
At Kea we’re a small team, and we rely on each other. You’ll need to:

• Demonstrate a high level of interpersonal skills through relationship management, advocacy and negotiation both inside Kea and with outside organisations and key stakeholders.
• Develop & maintain positive relationships and provide insights and feedback in a positive manner with Kea partner organisations, ensuring a consistent high level of service.
• Develop & maintain strong relationships with external digital service providers to ensure high quality and cost-effective products are supplied.
• Provide effective leadership to the wider Kea team including Content Coordinator

Qualifications Skills & Previous Experience

Essential:
Bachelor’s Degree or equivalent

Digital marketing experience with multi-faceted brand hierarchy and  diverse and complex service offerings and stakeholder groups.  Excellent communication skills, both written and verbal with the ability  to deliver high quality outcomes and improved service offerings for the  target market while returning benefits to Kea.

Essential:

• Demonstrated communication and interpersonal skills, with a delivery-first approach.
• Strong project management skills
• High attention to detail
• Commercial acumen
• Digital content, channel and data experience
• Proven ability to work collegially and in partnership with others
• Provide creative and innovative solutions to modify existing methods.
• Up to date with the latest technology trends and best practices in  online marketing and measurement

For the Job description please email [email protected]