The Senior Officer Web Optimization helps to drive and coordinate optimization of IRC's digital fundraising with a particular focus on web optimization both for fundraising and engagement (such as lead generation). Reporting to the Associate Director of Digital Marketing, s/he works closely with all colleagues in the Digital Marketing team as well as with colleagues in IT and MarComms (Marketing and Communications) to evolve IRC's online digital fundraising and engagement programs so that they are better performing leading to better conversion and income generation.
Lead on the strategy and planning for optimization efforts for IRC's web platforms, in particular donation pages and fundraising drives on the IRC website, including but not limited to form optimizations for fundraising, lead generation, and advocacy actions.
Own and optimize the donor/supporter paths to conversion; use performance metrics and conversion data to determine improvement opportunities on product placement, banners and home page content.
Design and execute A/B tests to improve online conversion rates to drive donor acquisition and revenue.
Analyze and report on performance metrics, A/B testing, and conversion data to steer the direction of work and leverage user/donor paths to conversion.
Rely heavily on data to optimize campaigns and the donor experience through an omni-channel approach.
Work with cross departmental teams to ensure that optimization strategies align with best practice user experience and organizational priorities.
Design, implement, and report on quarterly and annual testing plans across web assets, consulting with other internal teams as needed and represent MMUSA projects in the prioritized test pipeline.
Maintain database of experiment results and insights.
Produce project management document; concept briefs; digital scope and detailed requirements; project schedules; and resource plans.
Works in close collaboration with cross-functional teams (Marketers, Design/Content, MarTech) to ensure development projects are delivered on deadline and with high quality.
Set up project tasks and timelines in our project management platform and traffic timelines and deliverables.
Assist with production of project assets (copy, photos, video, etc.)
Lead on testing strategies. Participate in and help to manage quality assurance testing and user assurance testing.
Ensure that the visual design of donation forms and other conversion tools supports project goals and is consistent with organizational brand guidelines.
Locate and lead any external agencies hired for projects related to optimization.
Keep up to date with sector best practices and import improvements where possible and/or testing related to them.
Coordinate approach and testing with existing external suppliers and agencies.
Support smooth hand-off from the project team to individuals and/or groups who will run daily, ongoing marketing and fundraising operations.
Support the Associate Director of Digital Marketing in prioritizing fundraising development projects, managing the development queue, and helping to streamline and improve digital development processes and best practices.
Conduct research to provide recommendations on optimizing existing fundraising efforts.
Assist the Associate Director of Digital Marketing in other related projects if and when the need arises.
Preferred: Coursework in Computer/Information Science or equivalent work experience
3-5 years' experience working with Google Analytics or similar Marketing Analytics tools
3-5 years' experience optimizing and driving revenue performance of web/app campaigns and platforms using digital technologies.
Working knowledge of project coordination tools and processes: e.g. Basecamp, JIRA, Google Optimize, Optimizely, CrazyEgg, PowerPoint, Excel.
Experience writing/editing HTML and CSS .
Experience evaluating visual design.
Excellent interpersonal and communications skills.
Developed organization and problem-solving abilities.
Proficiency in web analytics and tracking web KPIs using Google Analytics or similar.
Experience measuring digital marketing performance in an omnichannel environment. Experience in nonprofit fundraising preferred.
Experience coordinating Web QA and cross-browser testing.
Experience with Salesforce or other CRM integration.
Familiar with web content management systems like Drupal.
Familiar with key areas of Web development: user experience design, usability, search engine optimization; high degree of comfort with technology
Working Environment: Fast-paced and fluid work environment