Senior Digital Marketing Manager

Senior Digital Marketing Manager - 12 month fixed term contract

Job purpose

We are looking for a Snr Digital Marketing Manager to join our Marketing team. The purpose of this role is to lead digital marketing initiatives, which help the business achieve its commercial goals, while being accountable for the GAIL’s brand and customer experience online.

The successful candidate will be a digital native, with a passion for digital innovation and best practice. They will have experience across web, CRM, SEO, affiliate and performance marketing.

In return we will offer you a commitment to progress your career and will invest in training and development, so you fully realise your potential. There are a whole range of perks but we find that free GAIL’s on the job, and 50% discount when you are not working makes you very popular with family and friends.

Responsibilities

Performance Marketing Campaigns

• Build and develop customer centric digital marketing strategies in collaboration with other key stakeholders.
• Manage the implementation of the digital marketing plan, while working with the wider team to ensure all relevant creative assets and content is created for digital campaigns, website, and other digital channels.
• Work with the digital agency to implement digital media plans including all performance marketing campaigns (PPC, paid social and display advertising, etc)
• Lead the execution, tracking & optimisation of marketing initiatives with affiliates such as Deliveroo including in app promotion and their respective marketing communication channels

Brand Website

• Oversee the Brand Website optimisation and content updates to deliver best in class user experience and online performance e.g., searchability
• Work with the ecommerce team and internal developers to continually optimise performance - identifying and capturing key commercial opportunities
• Leading SEO and keyword on-page and off-page strategy - continually audit and implement SEM initiatives to drive traffic and optimise the brand website in search results.
• Lead the wider team to set web traffic goals and create key benchmarks for increasing conversion

CRM Marketing

• CRM Strategic calendar owner - driving customer acquisition, and retention - overseeing all email and push communications. Including strategic segmentation, ensuring the right messages are delivered to the right people, to maximise results and improve personalisation.
• Driver of CRM / Loyalty programme activation and development – working strategically to increase multi-channel customer frequency, brand love and lifetime value.
• Identify, assess, analyse and segment customer data to support with campaigns and build lookalike audiences for accurate digital targeting, including frequent profiling to find patterns of time, spend and behaviour etc.
• Create and develop automated marketing campaigns for customer lifecycle management.

Reporting & Analysis

• Understand digital dashboards to gain a greater picture of campaign performance. Deliver monthly digital trade reports on all digital channels including web, email, app and performance marketing.
• Conduct quarterly digital competitor, market and consumer insight reviews to shape GAIL’s digital strategies and execution. Identify gaps in our existing processes, tools and communications through audits and KPIs.
• Use social media stats and sentiment analysis to understand online brand conversation, to help improve business decisions, customer retention and digital targeting
• Work with agencies and internal analytics team to assess campaign impact on customer behaviour and measure incrementality

And you the missing ingredient....

• 6+ years’ experience in digital and CRM marketing
• Hands on experience implementing, running, and optimising search (SEO, PPC), display and social advertising campaigns
• Experience managing agencies to drive results
• Be data driven, have a test and learn mentality and experience of A/B testing to drive incremental results
• Experience of leading new strategies and the drive to implement creative and innovative campaigns and strategies while being solutions focused
• Skills in digital marketing ranging from monitoring analytics, interpreting data, implementing effective CRM campaigns to target core consumers effectively
• Strong presentation and communication skills – written and verbal
• Highly organised with prioritisation skills, with a commercial focus
• Strong relationship management and collaboration skills
• A natural creativity and attention to detail is an advantage