DIRECT MARKETING MANAGER - PURPOSE - AFP Ottawa

DIRECT MARKETING MANAGER
SALARY SCALE: $76,000 – $91,000

PURPOSE
Are you inspired to work for an organization that is leading the charge in breaking down the stigma
and discovering the causes and cures for mental illness? Join us! The Royal Ottawa Foundation for
Mental Health raises funds to support the best possible patient care and leading-edge research
provided by the Royal Ottawa Mental Health Centre, the Brockville Mental Health Centre and the
University of Ottawa Institute of Mental Health Research at The Royal.

The Direct Marketing Manager supports the Foundation’s communications team to develop and
execute direct marketing and fund development plans. You will generate increased awareness and
opportunities for our current and prospective donors encouraging them to support and engage with
The Royal. Your actions contribute to maintaining our existing donor base and growing our prospective
donor pipeline resulting in progressive revenue growth for the Royal Ottawa Foundation.

As a Manager, you will contribute to the overall annual revenue goal of $1M through direct fundraising
efforts and campaigns, including a focus on digital delivery.

As the Direct Marketing Manager, you’re an expert at running mass fundraising programs. As a key
member of the communication and marketing team within the Royal Ottawa Foundation, you’re
responsible for planning, execution, monitoring, and evaluation of our digital and offline mass
fundraising products (annual, monthly, and symbolic giving) across all of our channels. You will execute
integrated fundraising campaign strategies and implement campaigns in all digital spaces, including
web, social, email, incorporating best practices in lead generation, social media marketing and SEO.
You promote a culture of innovation and best-in-class marketing and digital practices while
positioning for continued fundraising capacity growth, allowing for greater reach and impact of our
programs.

As the Direct Marketing Manager, you are an important contributor to the Royal Ottawa Foundation’s
culture, driven by inclusivity, collaboration, and our strategic framework. You work well independently
and collaboratively with related key internal and external partners.

ACCOUNTABILITIES
   Develop and execute a direct, digital marketing plan to grow the Foundation donor pipeline and
   drive new revenue into the Royal Ottawa Foundation.

   Create and execute a variety of digital fundraising and stewardship campaigns, including search
   engine marketing, specific e-appeals and overall e-marketing content, social media and digital
   advertising, advocacy and lead generation campaigns.

   Collaborate with the communications specialist and development writer to identify relevant and
   compelling stories, for use in direct response initiatives, like direct mail, digital marketing, e-appeals
   and social media.

                                   Mental health care transformed through partnerships, innovation and discovery.

Responsible for growing and achieving outlined metrics for prospect and donor acquisition.

  Innovate by bringing new donor engagement ideas and innovations to the communications team.

  Oversee digital donor journey and ensure a positive donor experience.

  Responsible for planning, management and budget variance reporting for the direct marketing
  budget.

  Support and oversee the annual direct mail program and strategic digital and telemarketing
  applications.

  Lead the search for new and emerging platforms, applications, and methodologies, as needed.

  Liaise and manage relationships with stakeholders, including agency partners, i.e. Blackbaud-
  Luminate.

  Support the communications team in executing relevant sections of the multi-year fund
  development plan for the team and ensure integration across the organization.

  Monitor results and report on progress relative to the function of direct marketing and Fund
  Development and related activities.

  Ensure that fundraising and marketing practices align with the Canada Revenue Agency
  legislation and guidelines and the Association of Fundraising Professionals Code of Ethics.

QUALIFICATIONS & KEY COMPETENCIES
  Post-secondary education in a related field or equivalent experience.

  Minimum five years experience in a relevant professional direct marketing role, including marketing
  and communications plan development and execution.

  Knowledge of marketing practices and experience in optimizing marketing strategies and budgets
  pertaining to the charitable sector.

  In-depth and demonstrated understanding and experience of technical and creative aspects of
  digital, direct mail and mobile marketing.

  Compelling creative writing skills, as it pertains to the charitable sector.

  Experience in developing and executing successful digital marketing programs to generate
  prospective donor leads.

  Proven experience in marketing strategy, technical implementation, and measurement of
  initiatives.

  Exceptional design skills from concept to creation (Adobe Creative Suite).

  Knowledge and skills within the Blackbaud-Luminate suite.

  Knowledge and skills within Raiser’s Edge platform.

  Digitally native and data-driven, with experience in relevant web analytic platforms (such as Google
  Analytics, Google Adwords, Facebook Business Manager).

  Bilingualism (French/English) is considered an asset.

  Fast-paced, independent, self-starter yet exceptional collaborator.

  Ambitious, creative, and results-oriented.

                                                                                 Direct Marketing Manager

WHY WITH US?
Working at the Royal Ottawa Foundation puts you at the forefront of delivering mental health
supports for people living in eastern Ontario, including research that has a national and international
impact.

The Royal Ottawa Foundation is a team of passionate and talented people helping transform the
mental health landscape. Our culture is built on respectful collaboration with the common goal of
paving a path for the continued advancement of mental health care and research.

The Royal Foundation thanks all applicants. Only those selected for an interview will be contacted. The
Royal Ottawa Foundation is a respectful, caring and inclusive workplace. We champion accessibility,
diversity and equal opportunity. We welcome all applicants, including but not limited to all religions,
ethnicities, LGBTQ2s+, BIPOC, persons with disabilities and all others who contribute to the
diversification of ideas.

                                                                                 Direct Marketing Manager