Digital Marketing Manager

About the Role

Digital Marketing Strategy & Ownership

• Own the digital marketing and paid media strategy across SEO, AI / Generative Search, Paid Search and Paid Social
• Define and deliver an integrated digital acquisition roadmap aligned to growth, recruitment and engagement objectives
• Prioritise activity based on ROI, performance data and commercial impact
• Ensure alignment between media activity, website journeys and overall digital strategy
• Act as the central point of accountability for digital marketing performance and channel effectiveness

SEO & Generative Engine (AI) Search

• Define and execute SEO strategy to drive sustainable growth in organic traffic, visibility and conversion
• Own keyword, content and technical SEO planning aligned to business priorities
• Develop and implement strategies for Generative Engine Search (AI search), ensuring content is optimised for emerging search experiences (e.g. AI-driven results, answer engines and conversational search)
• Lead structured content optimisation to improve discoverability, relevance and authority across both traditional and AI-driven search environments
• Monitor performance, algorithm changes and emerging trends to continuously refine approach

Paid Search & Paid Social (Performance Marketing)

• Own end-to-end delivery of paid media campaigns across platforms (Google, LinkedIn, Meta and others as appropriate)
• Plan, execute and optimise campaigns to drive efficient acquisition, lead generation and conversion
• Manage budgets, bidding strategies and channel mix to maximise return on investment
• Develop audience targeting and segmentation strategies to improve relevance and performance
• Continuously optimise campaigns through testing (creative, messaging, landing pages, targeting and bidding strategies)

Journey Optimisation & Conversion

• Work closely with website team to optimise landing pages and user journeys to improve conversion rates
• Ensure alignment between media campaigns and on-site experience

Performance, Insight & Attribution

• Define and manage performance frameworks across all digital marketing channels
• Monitor and report on key metrics including traffic, engagement, cost per acquisition, conversion and pipeline contribution
• Develop clear attribution models to understand channel effectiveness and contribution
• Use data, analytics and insight to inform decision-making and continuous improvement
• Establish a test-and-learn culture across all digital marketing activity

Content & Channel Alignment

• Work with Content and Brand teams to ensure messaging is aligned, effective and optimised for each channel
• Ensure content is designed for performance across both traditional and AI-powered discovery channels
• Support development of scalable, reusable content that can be deployed across SEO, paid media and AI search ecosystems

Technology & Platform Management

• Maintain strong working knowledge of key marketing platforms (e.g. Google Ads, LinkedIn Campaign Manager, analytics tools, SEO platforms)
• Ensure effective use of marketing technology to support campaign delivery, optimisation and reporting
• Work with Technology and Data teams to ensure tracking, tagging and measurement frameworks are robust and reliable
• Identify opportunities to enhance capability through tools, automation and platform enhancements

Stakeholder & Agency Management

• Work closely with Channel Marketing, Digital, Data and Commercial teams to align activity to business priorities
• Manage agency partners where relevant, ensuring high-quality delivery and value for investment
• Provide clear performance reporting and recommendations to stakeholders
• Educate and support wider teams on digital marketing best practice and performance-driven thinking

Skills & Experience

• Proven experience in digital marketing or performance marketing roles
• Strong hands-on experience across SEO, Paid Search and Paid Social
• Understanding of emerging trends in AI search / Generative Engine optimisation
• Experience managing and optimising paid media campaigns with clear ROI accountability
• Strong analytical capability, with experience using data to drive performance improvements
• Experience working with analytics platforms and performance reporting
• Ability to optimise user journeys and improve conversion rates
• Strong stakeholder management and cross-functional collaboration skills

Core Outcomes / Success Measures

• Improved efficiency and effectiveness of paid media investment (e.g. reduced cost per acquisition, improved ROI)
• Increased organic visibility and traffic across both traditional and AI search environments
• Measurable growth in leads, conversion and pipeline contribution from digital marketing channels
• Improved performance of acquisition journeys and landing pages
• Clear, consistent and actionable reporting on digital marketing performance
• Successful delivery of continuous optimisation initiatives across all channels