Member Engagement Marketing Senior Executive

Position title: Member Engagement Marketing Senior Executive

Reports to: Retention & Growth Marketing Manager

Location: Singapore

Starting Date:November 2024

1. About World Wide Fund for Nature, Singapore (WWF-Singapore):

WWF-Singapore is a Singapore-registered charity, part of WWF International — one of the world’s largest and most respected independent conservation organisations. We protect critical resources for people in Singapore by driving change across government, business, civil society and local communities. To meet key conservation goals, we address issues such as deforestation, haze pollution, seafood sustainability and illegal wildlife trade in Singapore and around the region. As one of WWF's global hubs, WWF-Singapore supports a global network that spans over 100 countries.

II. Overview of Function

Our mission in the Individual Giving and Digital Growth Marketing Unit is to enhance both long-term and short-term predictable income from individual members across various segments. We aim to foster a robust fundraising environment that ensures the sustainable growth, retention, and engagement of our member base.

Our focus is on creating impactful strategies to maximize member contributions, recognizing that every dollar counts and every member matters. By leveraging innovative digital marketing techniques and data-driven insights, we strive to raise, maintain, and expand our income, supporting our mission with unwavering dedication. This role will play a pivotal part in ensuring WWF provides an engaging member experience wherever they are in their journey with us, ensuring they have opportunities to grow closer to the people and projects they fund and have further opportunities to give.

III. Major Duties and Responsibilities:

Member Journey Management (40%)

• Enhance & create new marketing treatments for existing members segmented by different tiers based on monetary value, engagement and behavioral attributes.
• Uncover member needs and how they interact with WWF’s various touch points including the communication channels like email, whatsapp, call-center as well as events and volunteering activities through data & analytics from various insights initiatives.
• Create & review member metrics; NPS & CSAT & service performance across all member touchpoints; digital and non-digital; conduct constant pulse check, engage with key stakeholders to communicate the member insights & KPI performance and findings for continuous improvement of NPS and member satisfaction.
• Analyze and map member journey, capturing front and back-end processes, resolve barriers to achieve a seamless and positive member experience. Accountable to track CX at touchpoints, enhance and re-design member journeys to meet member expectations.
• Collaboration with stakeholders to manage CX initiative projects within timelines and KPIs.

Deep understanding of member insights to identify trends, pain points and opportunities for enhancement. Conduct root cause analysis to identify gaps, recurring issues in process, system, service, people or product, and determine solutions with stakeholders to improve members’ experience.

Strong leadership and management skills to help grow team members, improve overall engagement through effective communication, stakeholder management, performance management, empowerment and coaching.

Clear and strong governance organization with agile mindset whilst compliance of SOPs, company and regulatory guidelines/ policies & standard requirements.

Insights and Optimisation of omni-channel communication (30%)

• Understand data, trends, and patterns within member datasets to identify pointers that help create actionable insights leading to effective decision-making.
• Manage and measure performance through data insight and trend analysis.
• Create campaigns to gather new data points on our members (e.g., date of birth, address)
• Look at how we best gather new ‘softer metrics’ from our members and deepen our understanding of their motivations, satisfaction, and interests, through polls, surveys, NPS, and CSAT. And using any insights or trends from this to further develop, optimize, and personalize the journeys.

Stewardship and event management (20%)

• Regularly present on performance to the Head of IG - DGM and other senior management.
• Develop engaging thought-provoking content and stewardship opportunities that encourage loyalty, repeating giving, and give the member unique access to the cause, people, projects, and places that are funding.
• Be involved in briefing multi-media teams to gather relevant and engaging content for our member audiences from the field.
• Ensure content being requested from the field is relevant and engaging and promotes loyalty and fundraising objectives.
• Explore new ways to reach members with stewardship offers – Webinars, Facebook Lives, etc.
• Create opportunities to connect members with our teams in the field and hear directly from them.
• Keep abreast of sector trends, learning, and insights, in particular, new and engaging ways to enhance the experience WWF can provide to its members.

Data and Operations Support (10%)

• Assist in the research and due diligence of member data and ensure the integrity of the member database / CRM, and generate associated reports. Requires collaboration with Finance, CRM team, and Data teams.
• Keep updated on new marketing and CRM platforms and ensure smooth transition of operations to these platforms as and when required.

IV. Profile:

Requirements:

• Education - Bachelors in Business Management, Marketing or equivalent relevant experience as below.
• 3 years of experience in marketing, member experience role in retail, e-commerce or large non-profit organisation, with a large consumer base.
• Exposure to Salesforce, Braze, Hubspot, Marketing Cloud, or similar applications.

Required skills and competencies:

• Strong attention to detail and analytical skills with an aptitude for translating quantitative and qualitative data into actionable plans.
• Experience with technical implementations of member/member journeys in marketing platforms like Salesforce, Segment, Hubspot, etc., involving a large retail base of members or members.
• Strong presentation and communication skills.
• Creativity with a willingness to innovate in improving or creating new processes is highly valued.
• Good project management skills, attention to detail, adaptability and people-oriented.
• Driven by clear objectives who enjoys achieving and exceeding targets.
• Energy, passion, and self-confidence that is combined with strong personal values and a genuine motivation for wanting to make the world a better place.
• Good knowledge of omni channels including offline and digital to drive sales (fundraising).
• Cares about environmental issues.
• Adhere to WWF’s brand values: Knowledgeable, Optimistic, Determined, and Engaging.
• Able to take initiative and be self-motivated and efficient.
• Outstanding project management skills coupled with good knowledge of CRM and member insight systems.
• Intercultural understanding: understanding the impact of cultural differences on work and partnership relations; the ideal candidate has experience in working with people while not physically being in the same space.

V. Working Relationships:

Internal – Ensure intra and inter-departmental collaboration for the optimal use of resources and organizational alignment. Work closely with the different channel heads - Digital, Tele, Face to Face Teams and the wider Growth and Partnerships Team to support their fundraising initiatives. Collaborates with various WWF Conservation Team members.

External– Works with various partners supporting WWF’s work. Coordinates with external vendors relating to events, payment partners, data teams both internal and external.

This job description covers the main tasks and conveys the spirit of the sort of tasks that are anticipated proactively from staff. Other tasks may be assigned as necessary according to organizational need.

Interested candidates are required to submit their cover letter and resume to the HR Department of WWF-Singapore (Email: hr@wwf.sg). Please indicate the position being applied for in the subject line.