Closing date: 31 July 2022

Digital marketing manager

Reporting to

Head of marketing

Accountabilities

To define and implement our digital marketing and social media strategies to deliver our strategic goals by bringing best practice and continuous improvement to GS1 UK.

Job responsibilities

Digital marketing strategy

  • Define and implement our digital marketing strategy in support of our strategic goals
  • Stakeholder engagement to ensure our digital presence effectiveness across the organisation and third-party agencies
  • Use analytics to track and report on website performance and ensure we demonstrate ROI across our digital channels
  • Ensure we support, engage and bring to life our members through our digital channels and maximise opportunities to communicate the importance of GS1 standards and services to our target audiences
  • Define, plan and deliver automated customer journeys in conjunction with key stakeholders, specifically through personalised online content and engagement analytics

Website development, optimisation and reporting

  • Working with external agencies, internal marketing and other internal stakeholders to ensure the continued development of our website and the development of new functionality through the specification, build, test and delivery phases
  • Define user journeys throughout the website and optimise the user experience and conversation rate for each defined persona at each stage of the member journey
  • Personalise the online user experience and integrate our website with other online channels including email and social media
  • Define and manage reporting for our website to demonstrate traffic, engagement, conversion and ROI
  • Utilise and optimise a global library of website components to deliver an engaging and goal orientated website
  • Develop a UX testing strategy with user groups and members to test new functionality and changes

Website content management

  • Develop an internal website governance user group to ensure our website content is accurate and up to date at all times, reflecting our strategic programmes and brand personality
  • Maintain the information architecture and site map plans
  • Manage the planning and publication of all new content, including the development of all new pages
  • Define and manage content generation guidelines and workflows for internal teams so that:
    • All content meets an agreed brief that teams and departments have full visibility of
    • All content reflects the needs of our defined personas
    • Best practice is adhered to for design, layout, copy, photography, infographics and video content

Online campaign management

  • Working with our agency, the marketing team and other key stakeholder, define and manage online lead generation and member acquisition programmes
  • Managing our paid media budget and campaigns to increase conversion and reduce cost per acquisition
  • Review, plan and execute activity to ensure we are competitive, ensuring our online lead generation and acquisition programmes are always optimised against the competition
  • Maximise our SEO by having a structed approach and an ongoing approach to optimising our content
  • Monthly KPI reporting and key insights shared across the organisation

Social media

  • Define our social media strategy and plan that enhances our presence and engagement with agreed target audiences, with a tailored approach to our core social
  • Utilise social media for PR and public policy, and how we approach the different audiences
  • Create and develop compelling content to power social channels
  • Identify, assess and recommend future social media platforms
  • Train and support agreed internal spokespeople and inspire the wider business
  • Report monthly on all social media activity across the organisation
  • Develop a strategy for how we engage with online communities and influencers

Key member applications

  • Develop strategies and plans for the continuous improvement of key membership applications including My GS1 and our number allocation application
  • Development of strategy for new member online applications

Other

  • Coach and lead the other members of the marketing team to be experts in digital and online marketing
  • Be the digital evangelist for GS1 UK. You will also be required to work with other GS1 counterparts across the globe to share knowledge and be an inspiration

Background and experience

Essential

  • Demonstrable experience in building outstanding relationships with digital agencies to successfully deliver and maintain complex websites
  • Experience of working closely with IT departments to deliver successful projects with marketing department objectives in mind
  • Excellent project management and planning skills and demonstrable experience of managing large digital content plans across departments
  • Digital marketing experience within several organisations
  • Experienced in supporting innovative and effective marketing campaigns through digital channels
  • Excellent analytical skills and experience of Google Analytics
  • Good understanding of the full marketing mix and how digital integrates into this including content, PPC, SEO and social media
  • Experience and knowledge user experience design

Personal strengths and style

  • Consultative style, able to work as a team with other key stakeholders in an organisation of GS1 UK's size
  • Be keen to roll up your sleeves regularly to guarantee deadlines are met and to a high standard
  • Proactive and collaborative
  • Strong eye for detail
  • Drive, enthusiasm and commitment
  • Be creatively minded and be keen to explore new digital approaches to improve user experiences

Desirable

  • Experience of working with Drupal websites
  • Commercially strong and able to demonstrate understanding of demand generation of how this integrates with sales
  • Professional marketing qualification - degree, CIM, CAM
  • Adobe Creative suite – illustrator, Dreamweaver, Photoshop etc
  • Oracle Netsuite
  • HubSpot marketing automation
  • CRO and UX experience

Closing date for this role is 31 July 2022. Applications received after this date may not be considered.