Digital Marketing Executive

Job description

The Digital Marketing Executive will provide frontline support in the planning, execution and evaluation of integrated digital marketing campaigns to achieve agreed objectives and targets. They will provide outstanding client service, training and support to the organisation.

Main responsibilities

• Support the planning, management, delivery, analysis and reporting of paid and grants search, paid social, display, mobile, email or other digital marketing activities as required.
• Utilise a planning and analysis approach to enable the continual testing of digital marketing campaigns, ensuring campaigns are optimised, tested and continuously improved and channel effectiveness is evaluated. 
• Support the management of email management platform, instilling best practice, reporting to internal stakeholders on email performance and utilising insight to optimise email communications to supporters.
• Deliver standard digital marketing performance reports and recommendations to stakeholders, utilising digital marketing analytics and reporting systems, including Google Analytics, working with the Digital Marketing Measurements and Insights function.
• Provide outstanding client service and account support to internal stakeholders including supporting the planning, development, implementation and reporting of digital marketing activity to achieve objectives, including target revenue, traffic and conversion rates.
• Support the creation and implementation of working practice that ensures all digital marketing outputs are accessible, appropriately branded, high quality, measurable and deliver effectively against agreed objectives and targets.
• Build relationships with internal and external stakeholders (including suppliers and partners) to achieve objectives and targets.
• Support the delivery of digital marketing training programmes and the production of training and best practice guides.
• Create briefs for visual assets and work with our in-house design team to support advertising and marketing activity.

Internal contacts

• Staff and volunteers across Scope
• Brand and Marketing Team
• Fundraising and Engagement Senior Leadership Team 
• All internal teams with digital marketing requirements or responsibilities including: Fundraising and Engagement, Services, Retail, and Social Impact, Strategy & Change.

External contacts

• Marketing suppliers and contractors
• Corporate partners and other funders
• Visitors to our website, users of our social network profiles and recipients of our email communications 
• Customers of our shops and services
• Donors and supporters 

Person Specification

Knowledge and experience

Essential

• Demonstrable experience and understanding of setting up, managing and optimising pay-per-click (PPC) advertising campaigns on Google, Bing and Facebook 
• Experience of reporting on email performance and utilising insight to optimise email communications to supporters
• Data and insight first approach to digital marketing
• Understanding of analytics and reporting systems, including Google Analytics, to interpret and improve performance
• Experience of responding to digital marketing briefs and working alongside stakeholders to meet objectives and targets
• Experience of writing advertising copy within brand and tone of voice guidelines 
• Understanding of using testing within digital campaigns to ensure they are optimised and continuously improved
• Experience of writing and presenting reports into digital activity performance
• Passion for digital marketing and desire to learn and gain further experience

Desirable

• Understanding of the social model of disability. 
• Experience of working with data to agreed standards and best practice
• Experience of working to and maintaining advertising and marketing governance standards
• Experience of recommending and testing changes to the functionality or design of digital marketing channels to achieve objectives and targets
• Passion for consumer and competitor insight and proven track record of using this to build engagement 
• Has experience in supporting the delivery of digital marketing training programmes and the production of training and best practice guides
• Experience of working with advertising and marketing agencies
• Knowledge of advertising and marketing legal compliance, accessibility and usability standards
• Supporting the development, management, planning, delivery, analysis and reporting of technical and off-site search engine optimization (SEO), and supporting the planning and delivery of on-site SEO.

Skills

Essential

• Provides evidence of effective IT skills particularly Microsoft Office and digital channel management software such as advertising and email management systems, social networks, evaluation and analytics tools
• Demonstrates excellent written and verbal communication skills to produce briefs, advertising copy, reports or presentations to communicate with stakeholders in a clear, meaningful and effective way
• Demonstrates effective interpersonal skills and ability to work collaboratively as part of a team
• Ability to be flexible, respond positively to change, and work effectively under pressure and deal with conflicting priorities
• Demonstrates diplomacy, sensitivity and empathy with the issues of disability.