Digital Marketing and Communications Officer

Job Description

Job title: Digital Marketing and Communications Officer

Job purpose: The Digital Marketing and Communications Officer role coordinates member email communications, AOP social media activity, and supports the Marketing Manager on a wide variety of marketing and member communications projects.

This new position is a key support role in the busy communications team, liaising with departments across the AOP to ensure all our marketing and communications to members are delivered to a high standard across a variety of platforms.

Reports to: Marketing Manager

Key internal contacts

  • PR Manager
  • PR Officer
  • Wider communications team
  • Events team

Key external contracts

  • AOP members
  • Freelance designers

Directorate: Communications

The Communications team is responsible for all external communications for the organisation, including marketing, PR, Optometry Today, website and social media.

Job description

The role supports the AOP’s Marketing Manager and works with colleagues in the communications team and wider organisation, to deliver effective and engaging member communications and campaigns, ensuring all content and communications adhere to approval, scheduling and segmentation requirements.

Marketing responsibilities

  • Lead on the set-up, segmentation, and send of our highly valued, frequent member email campaigns
  • Coordinate the design and delivery of AOP digital and print advertising and marketing collateral, including Optometry Today adverts and events resources, to ensure they are produced to a high quality, on time, and in line with AOP brand and style guidelines
  • Support on all events marketing, including conferences and the AOP Awards
  • Coordinate practice photo shoots to ensure the AOP maintains its stock of high-quality original images, and act as the team’s main point of contact for images
  • Coordinate responses to all emails in the Communications team inboxes, ensuring prompt and appropriate responses to all enquiries according to AOP customer service policy
  • Support on membership marketing campaigns including recruitment, retention and renewals, and the launch of new member benefits
  • Ensure style and brand guidelines, briefing and sign-off processes, and data protection policies are adhered to

Social media responsibilities

  • Lead on the creation and scheduling of original and re-purposed content across the AOP’s social media channels, to support marketing and wider communications team objectives
  • Work with the Marketing Manager, PR and Media Manager and PR executive to plan and deliver social media campaigns
  • Flag social media queries and issues in accordance with the AOP’s social media protocol and strategy, and respond as appropriate
  • Proactively suggest ways the AOP’s social channels, now and in the future, could work more effectively towards communications objectives
  • Evaluate the effectiveness of social media, including reporting on analytics and ensuring all insights are shared with the communications team

General responsibilities

  • Ensure planned objectives and targets are met
  • Proactively contribute to team meetings and organisational activities
  • Ensure you are familiar with and follow company policies and procedures
  • Work collaboratively with the communications team and colleagues across the AOP

Person specification


  • At least two years’ experience in a similar marketing and content creation role
  • Experience in a not-for-profit, healthcare or membership organisation
  • Experience delivering and evaluating digital marketing campaigns for different audiences and across a range of channels
  • Experience of supporting on or delivering marketing for events
  • Experience of working in a fast paced, reactive environment with competing priorities
  • Experience working with freelance or agency designers on creative digital and print projects

Skills and competencies

  • Experienced in using Dotdigital or similar email marketing platform to intermediate level, with knowledge and understanding of A/B testing, creating segments, dynamic content and email engagement metrics
  • Experience using Adobe Photoshop, InDesign or Canva creative digital package to create high quality, original branded content including images, gifs and video
  • Experience of producing content and copy for a variety of different target audiences, and ability to tailor key messages appropriately
  • Experience of using Hootsuite to plan, deliver and evaluate a schedule of multi-channel social media content to support organisational objectives
  • Experience of working with style and brand guidelines
  • Experience of collaborative working with proven ability to work effectively with a range of internal and external stakeholders
  • Flexible and adaptable with the ability to prioritise own workload and work to multiple deadlines
  • Clear communication skills with a proactive and professional approach to working with colleagues across the organisation


  • University educated or equivalent
  • IDM or CIM qualification, or equivalent experience

To apply

If you are interested in applying for this position, please send your CV and covering letter stating your salary expectation to [email protected].

Closing date

  • July 2022