Experience Level: Intermediate
Digital and Direct Marketing Manager
Reporting to Director of Marketing
Direct Reports None
To develop and deliver a compelling digital and direct to consumer strategy to achieve like for like revenue growth targets through customer acquisition, retention and frequency.
Our company is seeking a talented digital marketer to develop and drive an innovative brand and sales strategy and plan, across all our direct to consumer marketing communications.
You will develop and execute all digital and direct to consumer communication into a considered, consistent, company-wide multi channel plan to deliver agreed revenue targets.
In the short term you will take responsibility for the ongoing management of and improving our existing (but underperforming) website and e contact plan with the objective of improving user experience to drive increased revenue.
Longer term, you will take responsibility for the development and delivery of a new digital and direct channel plan to become the pivotal way the business interacts with its current and future customers, both B2B and B2C.
Ultimately you will look to increase revenue through making improvements to the web sites and increasing site traffic to deliver incremental admissions via a number of online marketing channels. You will be acquisition focused in your current role, ideally working on an ecommerce website.
Your key accountabilities will include:
Financial Planning and Control
Control all aspects of the digital marketing budgets and forecasting
In line with agreed operating and marketing strategy, develop and execute digital and direct customer communications plan, to include clear communications platforms by customer segment
Improve online customer journey through site analytics and clear KPI monitoring to direct the development and delivery of action plans
Align site content to brand positioning and venue experience
Develop and monitor site KPI's to ensure weekly revenue targets are hit. Develop tactical action plans where appropriate
Management of digital media to include PPC/ SEO/ Affiliate (direct or network)/ CPA/ Display/ 3rd Party listings
Experience of managing digital customer communications
Manage offline direct to consumer tactics on an adhoc basis ensuring integration into our overall communications plan.
Customer retention/ frequency and advocacy
Development and delivery of social media strategy and plan
Development and delivery of a robust and commercially sound eCRM plan
Interpretation of brand guidelines to deliver accurate, consistent and salient communications within our routes to market. Make recommendations for creative development online to improve commercial performance
In conjunction with Web and IT agencies, develop a technical roadmap to deliver iterative customer experience improvements.
Manage web and digital media agencies
Act as the customer database owner in conjunction with our outsourced database agency
KNOWLEDGE SKILLS ABILITIES AND EXPERIENCE
Essential: Degree level education or equivalent level of intellectual ability
Desirable: Marketing Degree
Skills and Abilities
Essential: Business acumen and financially astute
Negotiation & influencing skills
Attention to Detail
Leadership & team working skills
High standard of oral and written communication
Effective interpersonal skills
Personal and professional confidence
Ability to establish credibility
Proficiency in use of Microsoft Office: Word, Excel and PowerPoint
Desirable: Lateral thinking
Essential: Significant Digital Marketing experience in a UK based Business
Hospitality/ Leisure / retail sector experience
Hands on experience of and approach to managing and responding to the day to day demands of the business
Desirable: Working in a semi-corporate, fast paced, private equity backed environment.
Youth brand experience
Marketing Team, Area managers, Senior Team, Department Managers, Venue management
Agency partners, Liquor Suppliers, JV Partners (Lucky Voice/ Jongleurs)
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