Manager, Digital Marketing (60-70Tr)

POSITION PURPOSE

The Digital Marketing Manager will be responsible for the strategic direction, planning, development, and execution of all digital campaigns, content strategies, and marketing technology initiatives. This includes overseeing website performance, SEO/SEM, paid advertising, social media engagement, marketing automation, CRM utilisation, and digital analytics. The successful candidate will lead and mentor the digital marketing team, champion digital transformation projects, and leverage data-driven insights to optimise performance and achieve significant results.

AREAS OF RESPONSIBILITY

Digital Marketing Strategy & Planning:

• Develop, implement, and manage the overall digital marketing strategy, ensuring alignment with the university’s overarching marketing, communications, and student recruitment goals.

• Lead the planning, development, and execution of integrated digital marketing campaigns across all channels (including website, SEO/SEM, email marketing, social media, paid advertising, and display advertising) to drive brand awareness, engagement, and lead generation.

• Prepare, manage, and optimise the digital marketing budget, ensuring effective allocation of resources and maximising return on investment (ROI).

• Collaborate with internal stakeholders (including BP & Performance Marketing, Brand Marketing, PR & Communications, and Marketing Services) to ensure cohesive and impactful campaign execution.

Online Presence & Platform Management:

• Oversee the strategy, management, and continuous optimisation of the university’s website and all digital platforms, ensuring an excellent user experience (DX) and alignment with brand guidelines.

• Develop and implement robust SEO and SEM strategies to increase organic visibility, drive qualified traffic, and improve search engine rankings.

Marketing Technology, Automation & CRM:

• Lead the strategic use and optimisation of marketing automation platforms and CRM systems to enhance lead nurturing processes, personalise communications, and improve the overall customer journey.

• Drive digital transformation initiatives within the Marketing & Communications department, particularly in relation to student recruitment, by identifying and implementing relevant technologies and processes.

• Ensure effective integration and utilisation of various marketing technologies to streamline workflows and improve data capture.

Digital Analytics, Reporting & Optimisation:

• Establish and manage a comprehensive digital analytics framework, leveraging BI tools and reporting mechanisms to track, measure, and report on the performance of all digital marketing campaigns and channels against KPIs.

• Analyse digital data and customer journey insights to identify trends, opportunities, and areas for improvement; provide actionable recommendations to stakeholders.

• Lead the planning, execution, and analysis of A/B tests and other conversion rate optimisation (CRO) activities across digital platforms.

• Utilise data-driven insights to continuously refine strategies, optimise campaign performance, and enhance user engagement.

Team Leadership & Development:

• Lead, mentor, and develop a high-performing digital marketing team, fostering a collaborative, innovative, and results-oriented culture.

• Set clear objectives, provide regular feedback, and support the professional growth of team.

• Manage relationships with external digital agencies, vendors, and technology partners, ensuring optimal service delivery and value.

Innovation & Best Practices:

• Stay at the forefront of digital marketing trends, emerging technologies, and industry best.

• Champion the adoption of innovative digital solutions and ensure compliance with data privacy.

Essential

• Bachelor’s degree in Marketing, Communications, Digital Marketing, Business Administration, or a related field is required.

• A minimum of 5-6 years of progressive experience in digital marketing, with a proven track record of developing and executing successful, comprehensive digital marketing strategies and campaigns.

• At least 3 years of experience in a leadership or managerial role, directly managing and developing a digital marketing team.

• Demonstrable experience in:

• Strategic digital channel management (website, SEO/SEM, paid advertising, social media, email).

• Managing digital marketing budgets and optimising for ROI.

• Utilising marketing automation platforms (e.g., HubSpot, Marketo, Pardot, Salesforce Marketing Cloud) and CRM systems (e.g., Salesforce).

• Advanced use of web analytics tools (e.g., Google Analytics…) and data visualisation.

• Developing and implementing SEO/SEM strategies with proven results.

• Managing complex paid advertising campaigns across platforms like Google Ads, Meta Ads Manager, LinkedIn Ads.

• Digital content strategy and its integration across multiple channels.

• Digital experience (DX) enhancement and emerging technology.

• Experience in managing external agencies and technology partners.

Desirable

• A Master’s degree or relevant professional certifications (e.g., Google Certified Professional, HubSpot Certified, CIM Diploma in Professional Digital Marketing) would be a distinct advantage.

• Knowledge and understanding of the international higher education sector and its specific marketing challenges and opportunities.

• Direct experience with Salesforce Sales Cloud and Marketing Cloud.

• A basic understanding of front-end web technologies (HTML, CSS, JavaScript) can be beneficial.