Main Purpose of the role:
To develop, manage and implement strategic and integrated digital activities that move and engage the public to act for World Animal Protection through digital channels, including but not limited to, official website, WeChat, Weibo, etc. The role delivers powerful and consistent messages across these digital channels, and positions World Animal Protection as the champion of and authority on animal protection.
To ensure the development and implementation of World Animal Protection China’s digital strategy and execution of digital activities, to increase engagement and support global and country objectives.
The role holder will comply with the organisation’s policies and procedures.
Duties and Responsibilities
Manage the World Animal Protection website and social media channels
Support the growth of digital channels through content creation, partnership building, and testing
Develop and implement a strategy for overall integrated digital communications, including but not limited to website, social media and emails, in China
Identify and network with key opinion leaders, blogger, and digital communicators for promotion of World Animal Protection campaign and branding content
Monitor and gather key data analytics from digital communications and provide strategic data-based advice to improve organizational and campaign digital public interactions
Contribute to planning and development of online advocacy and public engagement campaigns
Responsible for ensuring website and digital content conforms to brand guidelines and is optimized for search and user experience across on and offline channels
Integrated member of the Communications team responsible for developing digital activities that support and drive campaign objectives
Lead reporting and analysis of World Animal Protection’s digital communications efforts at a local level
Conduct ongoing usability tests to gauge content effectiveness, by gathering data and handling analytics, and to make recommendations based on those results
Work with the Global Marketing and Communications team to report against consistent, global metrics
Delivery of World Animal Protection’s Global Strategy across the core themes of Mission, Movement & Transformation in a global, matrix environment
Work cooperatively with external organisations, teams within World Animal Protection and in the wider animal welfare movement to pursue programme objectives and wider organisational goals, including those relating to brand, communications, fundraising and resource management.
Actively participate in building our brand and maintain the integrity of our brand to support our profile, lead generation, income and engagement.
Help secure resources (income) and reach (people and partnerships) by actively contributing to our supporter relationships, fundraising, communications, and donor reporting.
Actively participate and support the organisation to ensure that we manage our resources (financial, staff and IT) efficiently and effectively by improvement of systems, reporting and compliance.
Contribute to a learning culture and create a positive working environment for staff.
The role holder will from time to time be required to undertake any other duties that are within the scope of this role.
Take responsibility for their own health, safety and welfare, comply with H&S policy and procedures, and not act in any way that compromises the safety of themselves, colleagues or the public.
The post holder may be required to travel internationally to provide support or participate in World Animal Protection’s activities as and when required.
Skills and Experience
Strong written and oral communication skills in both Chinese and English
Strong visual sense and experience using visual editing programmes to create compelling multimedia content
Experience in using Content Management Systems
Experience in using online marketing techniques, specifically
Experience understanding, analysing and reporting digital results using Google/Baidu Analytics
Experience in social media management
Experience using data and research in order to shape digital activity
Ability to manage internal and external stakeholders
Experience in managing external agencies
Creative and strategic thinker
Proven ability to prioritise work and meet strict deadlines
Experience of gathering information, data and raw content from a range of sources within and outside an organisation
Experience of usability testing
Experience maintaining efficient administration systems including schedules and reports
Ability to work with people from different cultural backgrounds, in different cultural settings and time zones
Bachelor’s degree (or equivalent) in relevant subject
3~5 years relevant experience
Experience of working internationally