Senior Digital Engagement campaigner

For the role descriptions for all three roles, and an overview of how to apply please see here.

Senior digital engagement campaigner

Purpose of role

To lead, develop & implement digital engagement strategies and tactics for multiple campaigns & projects, to coach and mentor other mobilisation staff and to develop long term mobilisation and online fundraising strategies and projects.

Main duties

Digital campaign design

• Develop and implement digital campaign strategies for multiple campaign projects – mapping target audiences, developing supporter engagement journeys, delivering substantive growth in digital reach & engagement, incorporating celebrity endorsements, integrating online and offline strategies, developing communication narratives, strategies & storytelling - consistently innovating with new tools and thinking
• Project lead the development of assigned campaign projects e.g. leading campaign planning process, crafting project proposals and consultations, initiating and organising brainstorms and planning meetings, developing work breakdown plans, managing digital outputs, budgets etc
• Contribute to the development of multiple campaign projects e.g. participate in planning process, crafting or commenting on project proposals and consultation documents, participating in brainstorms and planning meetings
• Designing digital plans that deliver ambitious growth of our supporter base and fundraising through mobilisation
• Maintain, share and coach others in up-to-date knowledge of the campaign, associated digital projects and their external developments

Implementation

• Manage & implement the agreed digital engagement strategy across all digital platforms, i.e. social media, website, email, SMS, online/offline project leading the creation of other platforms as needed
• Lead and take responsibility for generating and publishing content on our digital platforms – this will entail writing as well as sourcing content from project team members, cross-functional staff, contractors and external agencies
• Respond to queries and reactions on social media platforms for multiple campaign/projects, developing best practice documents and resources to support other mobilisation staff
• Monitor daily news/events, identifying opportunities and strategies for intervention that help meet campaign objectives, contributing to organisational processes, and planning reactive / micro campaign outputs
• Apply, develop and use advanced analytics and trends in social media, email and web to revise digital plans on a real time basis and again to share best practice
• Develop, lead and implement rapid response plans on our digital platforms and across organisational teams, project leading those responses as required by the mobilisation manager
• Project manage the analysis and evaluation of projects; assessing digital reach, list growth, lead generation & campaign impact
• Explore, test and deploy other digital & social networking tools/platforms for communicating and spreading awareness about Greenpeace campaigns - pushing the boundaries of global best practice and constantly innovating

Media & mobilisation

• Ensure and facilitate co-ordination between online and offline mobilization by leading cross functional teams, supporting national online / offline mobilisations, and joint projects
• Work closely with the media team and ensure quick interaction and response by both the teams during media news cycles, leading joint comms/media/mobilisation projects
• Support the mobilisation team – taking responsibility for common platforms and content, coaching other staff members as appropriate and leading internal training events
• Participate and engage with the Global Engagement Team and the Mobilisation Lab, liaising with other Greenpeace offices as relevant, taking ownership of global or distributed mobilisation projects

Decisions

Has the independent decision-making authority to:

• Develop mobilisation team strategy
• Design and develop digital plans
• Implement digital plans
• Publish appropriate posts to our supporters across social networks and send mass emails
• Reply to online supporters' emails/comments
• Resolve conflicts between project team members
• Recruit consultants for projects
• Manage agreed project budgets

Contacts

Internal:

• Cross-functional teams – advising, negotiating and securing buy-in for plans. Seeking information
• NROs/Global engagement – exchanging information and participating in networks
• Participate in organisational strategy processes, deputising for the mobilisation manager as appropriate

External:

• Diverse group of online audiences – is required to inform and shaping opinion of the audience in favour of Greenpeace’s position
• Greenpeace India supporters & volunteers
• Vendors - Liaise with and manage for campaign/project specific third-party applications and tools, developing new relationships with innovative agencies and creative digital contractors

Resources

People: To allocate/delegate related tasks to assigned team of campaigners / junior campaigners / interns related to a specific project, this includes managing the time/hours of the assigned staff. The mobilisation manager will retain all other formal line management responsibility. Would be required to project lead important campaign projects if necessary.

Finance: May be responsible for the budget for their campaign strand / project and their own finances (eg: travel advance).

Knowledge and experience

• Demonstrated 2+yrs of digital campaigning experience for an organization or campaign, or 5+yrs in a digital communications environment, or equivalent experience
• Proven expertise in inspiring people to act using online tools; expertise with best practices for email, social media, SMS, online/offline mobilisation and other digital content,
• Expertise in managing content development for digital communications i.e. campaign communication/messaging, mobilization communication and graphic designer
• Exceptional writing and editing skill with strong attention to detail, formal in traditional or online media an advantage
• Excellent understanding of web 2.0, social media, web technologies and latest online trends. Knowledge of Internet culture and landscape, and a keen interest in predicting trends and developments
• Exceptional communication and interpersonal skills to initiate and manage conversations/relationship with a diverse audience, and to manage other team members as appropriate
• Creative thinking
• Ability to take risks, to fail often and fast, and to thrive in an experiential risk taking work environment
• Experience in handling email communications for an organisation/company, including the use of A/B testing, data analysis, optimising text and sharing best practice and case studies
• A strong grasp of politics, the political process, and current social change issues within India and globally.
• A keen understanding of the news cycle, and an eye toward reading the news and a general understanding of the power of storytelling and narrative.
• Trust in numbers -- knowing how to measure your success and how to set up your work so that it’s measurable.
• Basic knowledge of HTML, CSS, Photoshop, mobile platforms, web development, offline organising with expertise in at least one area
• Familiarity with online organizing platform (e.g. online community sites) and expertise in at least one such platform (e.g. Engaging Networks)
• Passionate about working to save the planet

Organisational skills

Planning and organising:

• Plans their own work and assign tasks to other as appropriate
• Required to plan the work of assigned contractors or other project team members who support the implementation of the digital engagement plan
• Proven ability to deliver projects and creative outputs - i.e. to get high quality projects out the door, no matter what the internal or external challenges, and the constantly shifting environment

Management

• Strong facilitation skills and decision making ability
• Coaching and mentoring skills
• Training and development skills
• Conflict resolution skills

Analysis:

• Required to analyse current trends and events on digital platforms & revise digital plans and strategies
• Required to interpret and apply recommendations from data analytics reports to plan & strategies
• Ability to present analysis and outputs to a non technical audience e.g. senior management or core campaign staff

Innovation: The job expects initiative and innovation to explore, use and also develop new ways and tools to engage and involve more people on digital platforms whether for a specific campaign or on a day to day basis

Working with others: It is essential for the candidate to work with a team and also lead a team. The candidate will also be required to work with people in other departments in the organisation as well as with GPI and other NROs and campaign allies and coordinate delivery of tasks with them.

Environmental demands

Emotional demands: Dealing with various kinds of email and comments received from our online supporters varying from a simple disagreement with our campaigns to harsh language used against Greenpeace India

The candidate might be required to travel frequently and in some cases stay in places other than the city in which the HO is located for long periods of time.

At this level, the candidate is expected to be able react to a constantly changing external environment with some support from the team and other Senior roles /  managers.

Other requirements

Willingness to work long and anti social hours in difficult conditions and a high stress environment, as required by the project outputs, a 24/7 digital / media environment and the external situation in India

Interest in campaigning at the cutting edge of digital campaigning in India witnin an evolving political environment.

Commitment to NVDA, as tool to effect change and achieving agreed campaign objectives.

How to apply

These roles are initially offered as 3 month consultancy contracts, with the option to become permanent, subject to a review process and external circumstances.

Please email a covering letter of no more than 2 sides of A4, explaining which role you are applying for and how you best fit this role and the required skills and experiences to by Friday 2^nd October.

Please include a resume but note that the covering letter will be the main consideration in selecting candidates for interview. i.e. don’t just send a resume.