Version date: April 2025
Love God, Love Others
JOB PROFILE
Job title:
Head of Digital (Maternity Cover)
Purpose:
To support The Salvation Army's mission across the UK by leading the development and implementation of the digital strategy. This includes driving digital innovation in marketing and fundraising to increase income and engagement, as well as fostering innovation such as AI and development throughout the whole organisation.
Located in the Communications Service (i.e. Directorate), you will work
across the organisation, to facilitate and drive fast-paced digital
evolution in The Salvation Army to ensure we are future proofed and fit
for purpose for the next 5-10 years.
Context – what this role is all about:
This is a senior post. You will lead the Digital Section, encompassing teams across
digital marketing and fundraising, communication and content, projects and
infrastructure, insight, UX, skills innovation and AI. You will continue to deploy
capacity in a disciplined and structured way to resource the needs of the territory
and enable the diverse operations of The Salvation Army to achieve their objectives
through digital and AI solutions.
As subject expert, you will look continually forward to ensure we are maximising
opportunities and investing in the most effective ways.
You will be a lead on developing digital strategy for The Salvation Army, the lead in
implementing and overseeing external facing digital platforms and supporting and
resourcing and advising others.
Reflecting the way digital has developed, the role is multifaceted. You will be an
innovator, a technical lead, drive the digital strategy and execute others’ strategies
in digital ways. You will be the key digital influencer across The Salvation Army
guiding and driving digital thinking and digital organisational capability.
The key objectives of the role are to lead and implement the new digital strategy,
focusing on 5 pillars: furthering Mission, empowering our local corps with digital,
inspiring people and raising more money, capacity building with digital
infrastructure, digital and AI skills and insights and innovation and AI.
• Furthering Mission – Using digital communication digital tools to reach new
Version date: April 2025
Love God, Love Others
and existing audiences to further the faith mission of The Salvation Army.
Working collaboratively with mission departments to enable them to
achieve impact.
• Empowering Corps and Mission Service teams and subsidiaries with the
digital tools and frameworks they need to fulfil their mission of
transforming lives within their communities
• Inspiring people and raising money: transforming fundraising activities
through more effective use of digital techniques and channels, expanding
the Army’s reach, identifying and nurturing new audiences, as well as
increasing engagement and impact, stewarding existing audience base
• Maximising our impact with fit-for-purpose digital infrastructure, skills
and insight: ensuring our digital infrastructure is best in class, a focus on
developing AI and digital skills across the whole organisation and a focus
on harnessing intelligence for insight led decision making
• Ensure the Army is future proofed with a focus on innovation and AI: our
fifth pillar has a focus on innovation and the ethical use of Artificial
Intelligence across our workstreams – with the overarching goal to be more
agile, effective and innovative in our approach and maximise the potential
of AI
In terms of leadership, be part of the Marketing Senior Leadership Team and play an
active role in leading the Marketing department and fostering a great working culture.
Organisation Chart
Director of Marketing
Head of Identity and Brand
Head of Digital
Digtial Section
(4 direct reports)
Head of Video and Imagery
Video & Imagery
Unit
Version date: April 2025
Love God, Love Others
Report to:
Director of Marketing
Accountable to:
Internally
Secretary for Communications Technology, Digital and
Data Steering Group, Territorial Operations Board,
Territorial Mission Development Board where
appropriate
Externally
Fundraising Regulator, Charity Commission (Via Legal
Services), Information Commissioner’s Office,
Chartered Institute of Fundraising and Data &
Marketing Association
Key working
relationships:
Internally
Staff in the Communications Service, in particular
other marketing department operations, PR & Media,
Public Affairs and Social Policy and Fundraising.
Other department and unit heads across the
organisation. Via appropriate channels, DHQs and
corps.
You will have responsibility for working alignments
with the IT Department, Finance Department, Legal
Services Unit, Mission, Procurement Data Protection &
Compliance teams.
Externally
Digital agencies and suppliers, digital platforms,
creative agencies, other third-party suppliers.
People management:
Team of 32, 4 direct reports
Operating budget:
Circa £2.7 million annual budget Income target circa £12million in overall digital income, £1million target sitting directly in digital section
Version date: April 2025
Love God, Love Others
You will…
• Lead on the implementation of the new digital strategy, to support the delivery of
our mission priorities across the organisation. Influence senior leaders to both
develop in their confidence digital and champion digital transformation across the
territory.
• Be responsible for development and overseeing the AI roadmap for the
organisation, including an AI policy and implementation of AI in an ethical
framework across the territory, in collaboration with IT and other business
partners.
• Be expected to work within the culture of The Salvation Army as a church and as a
charity in both a responsive and opportunistic way, successfully working
collaboratively with internal stakeholders, responding to the external environment
and offering digital advice and solutions.
• Be the strategic lead on the effective selection and use of digital channels for the
organisation, orchestrating execution of campaigns and communications through
digital to meet objectives.
• Ensure product ownership and governance of key digital platforms to ensure
continuous development, great UX and high availability by overseeing agencies,
suppliers, platform providers to ensure objectives are met efficiently.
• Collaborate with fundraising to enable them to meet targets through digital
channels to deliver income growth and to meet digital specific income targets.
• Be responsible for managing the Digital budget, allocating cost centres across digital activity including setting, monitoring, forecasting, and providing financial reporting as required.
• Lead a culture of systematic learning and improvement; drive the use of digital
analysis tools, data, results and the deployment of this in all aspects of digital
development and lead on overarching programme to upskill the organisation on
digital and AI, including bringing senior leaders on board.
• Maintain your up-to-date knowledge on current digital and charity (digital) trends,
technology and best practice through networking, attending conferences and
horizon scanning.
• Lead and be accountable for ensuring that all relevant digital regulatory, ethical
and compliance requirements are met.
• Lead and manage the Digital team ensuring that: objectives are successfully
delivered, high performing team culture is embedded, employee wellbeing is at the
Version date: April 2025
Love God, Love Others
top of your agenda.
You have…
• Extensive and demonstrable experience of leading and managing digital strategy at
a senior level within a complex organisation, developing and leading a digital team
and the successful implementation of major digital change, transformation and AI
(A,I)
• A demonstrable passion for digital, with subject matter expertise and up to date
knowledge of the charity digital market, current trends in the digital space and
best practice platforms and techniques across digital communications, fundraising,
AI, marketing and infrastructure (A,I)
• Proven experience of leading multiple cross functional workstreams with a typical
5–10-year time horizon, with proven project management skills and the ability to
maximise the impact of available resources (A,I)
• Excellent interpersonal skills, with the ability to influence at senior level and
inspire, engage, build relationships and negotiate between internal and external
stakeholders with a high level of diplomacy (A,I)
• Proven experience of leveraging digital agencies or in house teams for digital
channels such as website, email systems, digital advertising (A,I)
• Proven excellent leadership skills with the ability to motivate employees and
teams, identify and nurture talent and manage performance effectively to deliver
team/organisational objectives (A,I)
• A strong understanding and experience of implementing relevant regulatory and
compliance requirements related to digital and AI (A,I)
• Proven strong financial management skills with previous experience of managing
budgets, developing spending plans, and delivering financial reporting as required
(A,I)
• The ability and willingness to work within and be empathic with the Christian ethos
and values of The Salvation Army Mission (A,I)
You may have…
• Experience working in a faith organisation (A,I)
Version date: April 2025
Love God, Love Others
How criteria will be assessed - (A) application form; (I) interview; (T) test;
(P) presentation and (R) references.
We expect you to exhibit behaviours that model our values of integrity;
accountability; compassion; passion; respect and boldness
This is the job profile as it is constituted at the date shown. It is the practice of The
Salvation Army to examine job profiles in order to update them periodically and ensure
that they relate to the job being performed, or to incorporate any proposed changes.