Digital Marketing Director

Digital Marketing director will provide vision and leadership for the strategic development of the company’s digital marketing landscape, ensuring the delivery of an excellent, stimulating and innovative digital experience to all of our prospect and stakeholder audiences.

As an expert in your field, you will lead the enhancement of digital channels through continuous development and enhancement of our digital presence including user experience (UX), content, SEO, CRM and mobile.

Throughout, you will give strategic direction and leadership to the web team, honing primary web product developments to ensure rich engagement with key audiences. This will include the digestion of complex conceptual ideas and bringing them to life for stakeholder consideration.

You will lead further CRM integration to facilitate personalized, relevant and timely communication with our key audiences to enable them to have a best-in-class, rich and seamless experience. Success will be measured by the development and delivery of a content and social strategic plan, quality of output, audience engagement, the meeting of bespoke KPIs and analytics.

Principal Duties:

Strategic development

Â.

As key stakeholder, actively contribute to the devising of the digital strategy, steer best practice in the area of digital user experience and content through industry best practice and analytic data.

Â.

Explore the utilization of market leading, multi-channel communication developments and technologies to keep all our audiences informed, engaged and connected with Cartlow

Â.

Devise strategies to drive online traffic to the app and web.

Â.

Oversee the social media strategy for the university.

Â.

Devise and deliver an effective content marketing strategy, securing feedback, endorsement and support from key stakeholders.

Â.

Devise the marketing-focused digital strategy, securing feedback and endorsement from key stakeholders. Team management

• Lead the content, web and CRM areas to deliver industry leading experience and traffic and reputation enhancing content that meets our strategic objectives.

• Regularly meet with the teams to define and manage digital, content and CRM development.

• Develop team members through reviews, objectives and identify training where required.

• Motivate team members to deliver excellence in everything they do.

• Drive innovation and encourage the wider Marketing team to seek out and identify new trends in digital, including technical enhancement, content creation and deployment.

• Drive efficiency and planning processes that will aid digital delivery, content creation and its organization.

• Lead by example - relationship management with schools, academics, wider marketing team.

• Anticipate future demands and identify strengths, weaknesses, opportunities and threats and formulate action plans where necessary. Digital performance management

Â.

Tracking conversion rates and making improvements to the website

Â.

Developing and managing digital marketing campaigns, working closely with Student Recruitment team and third-party agencies.

Â.

Utilizing a range of techniques including paid search and social media, SEO and PPC.

Â.

Evaluating customer research, market conditions and competitor data

Â.

Enhance analytic tools use and understanding, placing metrics at the heart of everything we do across digital.

Â.

Lead analytic use and best practice approach through teams.

Â.

Develop KPI structure for digital performance review.

Â.

Act as mentor and owner of analytic process to teams.

Â.

Ensure any changes in legislation or regulation are implemented or observed. Online brand management

Â.

Managing online brand and product campaigns to raise brand awareness.

Â.

Advocate of the brand essence, identity and tone of voice guidelines.

Â.

Ensure adherence to and implementation of the above across our digital infrastructures and in all copy and content creation, adhering to appropriate sign- off procedures. Digital innovation management

Â.

Managing any future plans for redesign of the institution’s website and bring enhancements to the University’s marketing-focused digital landscape.

Â.

Improving the usability, design, content and conversion of the company website.

Â.

Review new technologies and keep the company at the forefront of developments in digital marketing and experience.

Â.

Effective digital roadmap development and delivery that brings about effectiveness and efficiencies.

Â.

Oversee digital campaign plans to ensure they are innovative, brand led and effective.

Â.

Work with the Global Campaigns Manager to devise more effective integrated campaigns Social media management

• Lead the development, adoption and stewardship of social media both within the marketing team and the institution.

• Provide consultation to colleagues in the creation of innovative content plans to engage audiences in a social media space.

• Install and oversee social metrics to provide insight into social and content performance as well as brand empathy. Customer relationship systems management

Â.

Oversight of the delivery of MDX customer journey via CRM for prospects, current students, alumni and other audiences.

Â.

Advocate the culture of effective customer relationships management and customer communication excellence across the organization. Budgetary management

Â.

Responsibility for planning and budgetary control of content, web and CRM systems areas and budget planning and liaison with other key budget holders.

• Liaise with key stakeholders across the University to build positive, collaborative relationships.

• Play an active role in any committees and working groups where digital guidance is required. This may include working on cross University projects.

• Lend guidance on media and action plans with team, schools and key stakeholders to deliver key content in an effective and time-sensitive manner.

• Liaise with key stakeholders to devise and plan a comprehensive digital strategy (including but not limited to web, content and CRM) and subsequent plans to integrate into existing systems.

• Manage relationships with third party digital agencies and suppliers.

Requirements

Education / Qualifications Essential:

Â.

Marketing degree or equivalent relevant experience

Â.

Qualified member status of the CIM (or digital equivalent) Experience: Essential:

Â.

Experience of working collaboratively to create cohesive digital strategy.

Â.

Experience in managing websites, social media, PPC and SEO

Â.

Experience in using CRM and marketing automation platforms.

Â.

Previous experience in a similar digital role. Desirable

Â.

Experience of seeding content on social media, interacting with followers and creating ‘buzz’.

Â.

Experience in overseeing UX and analytics

Â.

Experience of working with social influencer and affiliate programs.

Knowledge: Essential:

Â.

Possess technical knowledge on available standards, methods, tools and applications, and be able to analyze requirements and advise on scope and options, as required.

Â.

Strong understanding of current digital marketing concepts, strategy and best practice.

Desirable:

Â.

Be able to demonstrate advanced knowledge of web, instant messaging, social and video applications’ trends

Essential:

Â.

Communicate effectively and at all levels, be it at board level, with colleagues or suppliers.

Â.

Have a high level of personal responsibility, and be able to establish and initiate own work and set own objectives and milestones. Be capable of advising and offering objectives for others.

Â.

The ability to suggest and develop creative ideas and treatments for online content (such as video, copy, images) for multi-channel campaigns.

Desirable:

Â.

The ability to influence beyond direct responsibilities in terms of a customer first, digital-first mindset.