UNITED WORKERS’ UNION

The United Workers Union is seeking a highly motivated Engagement Marketing specialist. This role can be located in Sydney, Brisbane or Melbourne.

This role will drive engagement marketing campaigns and member journeys for UWU, supporting retention activities across all the industries covered by UWU to drive growth and retention goals. It will involve working with a global approach to UWU membership while understanding the specific industries we represent and the experiences of members in these industries to establish and optimise member lifecycles, onboarding journeys, newsletters, winback campaigns and so on.

ABOUT UNITED WORKERS’ UNION

United Workers’ Union is a powerful member-led union whose sole purpose is to serve the collective interests of members in workplaces and communities by winning significant and long-lasting gains. The Union is driving change by growing union membership, developing leadership amongst our members, encouraging active member participation in the union, building and enforcing standards in our sectors, and campaigning both politically and in the community.

As a union with a proudly diverse membership, we are committed to equity and inclusion; and continuing to build a union that is truly representative of the workers we cover. We encourage applications from people of Aboriginal and Torres Strait Islander backgrounds, people from diverse cultural and linguistic backgrounds, LGBTQIA+ people and women.

KEY RESPONSIBILITIES

• Member Segmentation: Develop segmentation strategy that identifies and targets high value member cohorts. Find emerging patterns in member behaviour to inform engagement strategy and campaign design.
• Onboarding Journeys: Design a segmented 12-month onboarding journey for all members and support the Communications and Organising teams in understanding, implementing and optimising them with customisation options built in for each portfolio.
• Campaign Design: Design digital retention campaigns for interventions for members at risk of churn to test across segments and establish frameworks for the successful ones to be used across portfolios.
• Smart Newsletter: Create a monthly newsletter that ensures that our members receive email updates with content that is tailored to them based on specific lists, lifecycle stage and behaviour analytics in Hubspot.
• Analysis & Optimisation - Periodically analyse all the established frameworks, lifecycles, journeys and campaigns to assess impact and to ensure that they continue to perform and deliver desired outcomes. Execute tests across marketing channels, using A/B or multi-armed bandit testing to optimize creative and campaign targeting.
• Knowledge Sharing - Help teams across UWU understand how to use engagement marketing frameworks to improve retention in their respective areas. This includes finding creative ways to explain retention marketing to relevant stakeholders across the union
• Audience Insights: Use digital platforms to gather member insights including social media, forums, blogs, online reviews, website behaviour, web search patterns, CRMs and databases so we are always listening in and know the temperature of the spaces our members are in in collaboration with the research and data analysis teams.
• Reporting: Post set-up, evaluate the efficacy and operations of all retention marketing activities being carried out across the union and provide monthly reports on performance its impact of churn

KEY SELECTION CRITERIA

• Knowledge of retention and engagement marketing strategies and experience in rolling it out across a complex organisation
• Demonstrated digital marketing experience in a similar role with a membership or subscription-based organisation
• Proficient in digital marketing tools and CRM platforms like Hubspot with experience in building complex email journeys
• Understanding of digital metrics and ability to pull performance reports for digital campaigns
• High level writing, designing and editing skills along with excellent communication and presentation skills

other SKILLS & EXPERIENCE

• Strong project management skills, managing internal and external stakeholders, and multiple campaigns at once.
• Ability to work effectively as part of a multidisciplinary team to contribute to retention outcomes
• Strong leadership and communication skills to drive recommendations, articulate trade-offs, and communicate plans to senior executives
• Demonstrated passion and drive to improve workers’ lives

To perform this job, you will also be required to have or obtain and maintain:

• Right of Entry Permits; and
• Immunisation against COVID-19 or have a medical exemption

REMUNERATION

An attractive remuneration package will be offered to the successful applicant, which will include:

• Salary commensurate with demonstrated skills and experience;
• 16% superannuation
• 6 weeks annual leave plus 25% leave loading