Develops and manages implementation of a broad range of complex mobile marketing communication plans with US sponsors and donors. Responsible for executing mobile app campaigns and appeals for the purpose of engaging, retaining and developing Compassion’s existing sponsor and donor base. Accountable for increasing revenue and sponsorship engagement metrics. Executes and influences strategies designed to educate and equip existing sponsors to engage more deeply with their sponsored children through prayer, letter-writing, gift-giving and potentially supporting more funds and activities through the Compassion mobile app. (The mobile app is key in engaging and retaining Compassion’s existing sponsor base.)
This specialist also provides input into and implements strategies aimed at increasing supporter engagement through the mobile app. Works under supervision and direction of current Senior Manager who oversees retention and engagement strategy. Works with other members of the Supporter Retention and Engagement team and develops and maintains collaborative relationships with the in-house mobile app developer team, internal and external creative agencies, web team, the Call Center, analytics team and other Compassion teams to ensure each campaign/initiative is produced with excellence. May manage, coach and oversee the work of other team members, specialists and related staff.
Works with the Mobile Product Owner in IT Agile environment to oversee mobile app software updates, enhancements and bug fixes. Provides input into sprint planning and process. Is the authority for all user stories and associated acceptance criteria. Continuously refines technical team backlog.
Strategizes methods to promote adoption of the mobile app to increase traffic on a regular and recurring basis. Determines and meets key measurement indicators. Analyzes mobile/digital marketing data and draws actionable insights to improve effectiveness. Finds new opportunities for Compassion by keeping a pulse on the industry.
Develops and supports Compassion’s digital listening and engagement strategy to identify keywords in the app store and in feedback ratings related to the app. Works with Sponsor Donor Services to deliver proactive and responsive customer service assistance for app bugs or crashes. Develops and supports digital listening and engagement strategy for key internal teams to support their campaigns and product goals. Collaborates with the Supporter Retention and Engagement (SRE) team and other internal teams to support their campaign goals.
Brainstorms, prioritizes and executes on the mobile needs road-map for future app enhancements and development needs.
Develops, edits and reviews dynamic content that is both timely and relevant for Compassion’s mobile channel. Executes best practices for mobile communications including push notifications, in-app messaging, links to the website and other value added support for the sponsor base.
Creates campaign briefs for every campaign that is centered around the growth or adoption of the app. Serves as the owner/driver during all stages of development, from initial planning, creative messaging and final implementation. Reviews and approves all copy and design.
Manages an ongoing analysis of reports, evaluations of downloads, active users, mobile site traffic and other sponsor behavior. Regularly executes tests of various messaging options, formats, design, and other variables to learn what works best.
Partners with key contributors of teams in USA Marketing, IT and Campaign Management regarding the most effective strategy and use for the mobile app in increasing fundraising, retention, engagement, advocacy and brand awareness.
Coaches and provides expertise and may oversee the work of other professionals and support staff in the digital marketing discipline.
All Compassion employees are expected to maintain the four primary values: