Digital Marketing Manager

Job Description

Role:

Digital Marketing Manager
Location:

Nottingham (3 days WFH p/w)
Salary:

£35,000 - £45,000 DOE

The Role
Reporting into the Marketing Director, you will be responsible for the development and implementation of the digital marketing strategy across all owned channels, including, web, email, PPC and SEO. You will also be responsible for the development and implementation of our CRM and loyalty strategy, which will be centred around our app-based loyalty scheme.Using customer data and analysis, you will work towards improving both the digital and loyalty strategies, to deliver ROI and increase customer engagement, frequency of visit and spend in line with the overall business objectives.

Key Accountabilities
Digital – General
Develop the overall digital strategy to support and deliver against key business objectives but specifically engaging customers, driving frequency and customer acquisition.
Measure and report performance of all digital marketing campaigns and assess against goals (ROI and KPIs) and communicate these to the wider business audience to inform decision making and future activity.
Work with key brand partners to ensure all digital channels are aligned and digital integrations are explored.
Act as digital brand guardian to ensure all digital channels communications follow and reflect the brand guidelines and strategy and amplify the Island Quarter experience.
Responsibility for planning and budgetary control of digital channels.
Ensure the App is fit for purpose across each of our brands and constantly reviewed and updated where improvements are needed.

Website
Develop strategies to drive online traffic to each of our three websites.
Develop a content strategy for each website and ensure all content is relevant and up to date.
Continually improve the usability, design, content and conversion rates to our websites
Use Google Analytics to monitor the performance of our websites monthly and make recommendations for improvement.

eCRM
Working closely with our CRM and Loyalty agency, develop a customer segmentation model to understand how our customers engage with us.
Use customer segmentation modelling to develop targeted strategic email marketing plans for customer acquisition & conversion, retention & lapsing (for both loyalty and non-loyalty customers) in order to drive ROI.
Develop an email contact strategy by channel, that defines a test and learn programme for optimising customer communication, which has clear objectives and metrics to measure success.
Full understanding of GDPR legislation and its implications for the business.
Provide monthly campaign analysis on performance and recommendations for future activity to ensure our strategy is continually improving and evolving.

Loyalty
Based on the segmentation modelling, develop and implement a strategic marketing plan to ensure our loyalty members are fully engaged in the program to deliver increased recency, frequency and revenue.
Using insight and behavioural analysis, develop a programme of engagement incentives (points collection and redemption) to influence customer behaviour in line with business needs and objectives.
Working with our loyalty and app provider to ensure we are leveraging all the capabilities of the platform to constantly improve the loyalty programme.
Oversee the customer service aspects of the scheme and use any insights to improve the loyalty programme.
Producing monthly performance reports, insights and recommendations based on KPIs.

PPC / SEO
As part of the strategy for our websites, develop an ongoing plan for SEO to ensure our websites are optimised.
Manage PPC campaigns to drive revenue and conversions.
Work with our retained digital agency to deliver an online advertising strategy to drive customer acquisition and online brand awareness.

Social Media
Work with the Social Media Manager and Marketing Director to ensure all digital channels are aligned and the brands digital comms are fully integrated.

Key Requirements
Experience:
Experience in the

Hospitality/Leisure

sector, working for a Marketing Agency, or a relevant industry within a fast paced environment
A business related or marketing degree preferable with ideally 2-4 year’s work experience in digital marketing
Sound knowledge of CRM.
Managing agency from brief to implementation to evaluation
Sound analytical, administrative and organisation skills and great attention to detail.
Skilled in using Microsoft Office suite and strong computer skills. Experience in using web CMS platforms, Google Analytics and reporting suites.
Proven experience of SEO and Google Ad word campaigns
Sound understanding of marketing principles ideally gained within a B2C environment.

Communication/Network/Planning
A confident and credible communicator, who has a natural way of enthusing and engaging all stakeholders and an ability to build close-knit relationships.
To understand trends, seasonality and constraints that occur within the industry, with a knowledge of the food and restaurant market.
An ability to build strong relationships with different departments.
A completer finisher, with the ability to organise and manage multiple projects with a focus on delivery and flawless implementation.
A team player who is also a self-starter and able to work on their own initiative.

Behaviours:
To welcome feedback of all kinds and positively & actively act on unresolved issues
Tenacious, works well under pressure and to deadlines in a fast-paced environment
A willingness to get involved in anything - lead by example.
Resilient with the adaptability to work both with and without structure, and to succeed and flourish in a fast paced and evolving environment.#

Please note: All applicants must be based a commutable distance from Nottingham, and have full right to work in the UK.

If you are interested in applying for this position, please attach your most up to date CV.