Digital Marketing Specialist

4 weeks ago

South Bank, United Kingdom South Western Railway Full time

**Main Purpose**

The digital marketing specialist - manager will be responsible for the day to day running of the digital acquisition programme and supporting the wider digital team where applicable.
- The day-to-day running of the SEO, PPC, display, and paid social channels including but not restricted to Facebook & Instagram
- Drive users and customers to the SWR website to ultimately present users to convert into customers via sales and data capture opportunities
- Continuous channel improvements with a demonstratable return on investment
- Input into the website development programme and testing support
- Supporting the activity related to the CDP and utilising relevant and available data in line with the specified channels (PPC/affiliates/display/paid social)
- Support the senior digital manager with a range of activities including but not limited to: personalisation programme, website user testing implementation,
- Work with the wider marketing team (and other business functions where required) to ensure that the brand, promotions and advertising throughout digital channels supports plans and targets.
- Supporting the team on the CMS for content uploads/amends
- Reporting: ensure appropriate setting and tracking of activity and Working with agencies to optimise results for the digital sales channels and providing regular reporting (weekly, periodically, quarterly and annual) for activity being run.
- Support the digital function with ad-hoc requests from across the business
- Work with various agencies including but limited to: SEO, PPC, paid social and display, app store advertising and content
- Admin tasks primarily finance based - raising of POs, tracking suppliers invoices and keeping budget on track
- Any tasks as required from time to time to support the delivery of our business objectives'

**Principal Accountabilities**
- Deliver a plan that focuses on the continual improvement of the customer acquisition channel with a focus on efficient volume growth
- Work with the Senior Digital Manager, the CRM & Loyalty Manager, partnerships and the campaigns team to ensure that the brand and promotional activity throughout specified digital channels supports their plans and targets.
- Work with the digital team for:

- _UX improvements to support the conversion funnel e.g. landing page optimisations for PPC traffic_
- _Briefing the content executive for activity to support SEO opportunities _
- _Ad-hoc requests_
- Ensure compliance with all applicable legal and best practice standards
- Keep up to date with changes and advances in the digital ecosystem - new and improved technologies, advising on new channels and approaches to adopt.
- Monitor the success of the activity across channels to ensure good quality weekly, rail period/monthly reporting for all major customer and commercial metrics, goal tracking, revenue tracking and evaluating the success to influence future strategy.

As with the rest of the Marketing team act as a brand guardian in terms of look and feel of assets, tone of voice of copy.

**Minimum Requirements**

**Education**
- May have advanced diploma and/or technical qualification

**Job Specific Knowledge & Skills**
- Previous experience working in a similar communications or community role, ideally from a B2C organisation in the travel, leisure, or retail industries.
- Passionate and articulate with the ability to proactively lead a customer acquisition programme
- Excellent written and spoken communication skills are essential.
- Self-motivated, pro-active and team orientated.
- Excellent organisational skills, with the ability to deliver against plans and targets
- Must be customer focussed balanced with strong commercial acumen.
- A strong relationship builder with internal colleagues and external stakeholders, ensuring collaboration and business partnering.
- Good knowledge of website frameworks and CMS platforms ideally Sitecore
- Experienced with workflow tools - JIRA, Trello and others
- Experienced with using digital tracking tools and providing insights, performance data and analysis back to the business including but not limited to Google Analytics
- A cutting-edge interest in the digital environment including numerous platforms, tools and techniques, keeping abreast with the fast-changing nature of these and ensuring that new opportunities are realised.
- Brand ambassador who cares about brand integrity and who can actively use the brand guidelines.

**Behavioural** Competence**

**Solving Problems and Decision Making - Level 1**
- Identifies and responds to problems as they arise during day to day activities and demonstrates an understanding of the impact on safety, self, colleagues and customers.
- Escalates issues to the right person when appropriate and does so in a timely manner.
- Solves problems that arise within their role using existing processes

**Communicating with and Understanding Others - Level 2**
- Communicates/presents information in a structured, clea

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