Manager – Digital Marketing

Job Description

Roles , Responsibilities, Duties

Digital Strategy Implementation

• Support in converting the approved Group digital strategy into implementation plans, channel activity, campaigns and measurable initiatives.
• Prepare detailed delivery plans covering actions, owners, timelines, dependencies, approved budgets and success measures.
• Coordinate agreed digital initiatives with Group functions, business units and appointed agencies.
• Maintain delivery trackers and follow up with internal and external stakeholders to ensure agreed actions are completed.
• Monitor developments in digital platforms, marketing technology, audience behaviour and competitor activity, highlighting relevant opportunities or risks.

Group-wide Digital Media Governance

• Implement and maintain approved Group digital and social media policies, standards, playbooks, templates and operating procedures.
• Support in drafting or updating governance documents based on operational requirements and audit findings.
• Administer content-request, briefing, approval, publishing and escalation workflows across Group and business-unit activity.
• Maintain documented standards for account ownership, platform access, campaign naming, UTM conventions, content quality and KPI definitions.
• Conduct periodic operational audits of social media accounts, advertising accounts, content practices, tracking arrangements and agency compliance.
• Document governance, security, measurement and operational gaps and coordinate agreed corrective actions.
• Prepare and deliver onboarding materials, user guidance and practical training for Group and business-unit teams.

Group Social Media Management

• Work closely with the Group social media agency and directly manage the day-to-day operation of the Group’s corporate social media pages.
• Support the development of the Group social media strategy and execute the approved strategy across relevant platforms.
• Adapt content appropriately for different platforms, audiences and business requirements while maintaining Group brand consistency.
• Use social listening and community feedback to identify audience needs, sentiment changes, misinformation, emerging issues and content opportunities.

Content and Campaign Execution

• Ensure digital content complies with Group brand standards, factual requirements, intellectual-property and usage rights, accessibility expectations and platform policies.
• Prepare campaign briefs covering the objective, audience, proposition, channel role, creative requirements, timing, approved budget and measurement plan.
• Configure, launch, monitor and optimise digital campaigns directly where activity is managed in-house.
• Coordinate campaign setup and execution with appointed media, creative, content and social media agencies.
• Manage campaigns across Meta, Google and other approved platforms in accordance with the agreed channel plan and approved budget.
• Complete pre-launch checks covering creative assets, links, landing pages, tracking, targeting, exclusions, budgets, approvals and platform previews.
• Confirm that campaign naming, UTM parameters, conversion events and reporting requirements have been implemented correctly.
• Monitor budget pacing, delivery, audience quality, campaign performance and operational follow-up.

Measurement, Analytics and Optimisation

• Implement and maintain the approved Group digital KPI framework.
• Apply consistent KPI definitions, calculations, data sources, reporting frequencies and segmentation rules.
• Maintain campaign-tagging, UTM, conversion-event, dashboard and reporting standards.
• Work with relevant teams to validate analytics, platform pixels, tags, events, consent behaviour and CRM or offline feedback where applicable.
• Use platform testing and debugging tools to confirm that events fire correctly and that relevant values, parameters and consent states are captured.
• Evaluate lead, enquiry and conversion quality rather than relying only on traffic, engagement or cost-per-lead figures.
• Prepare regular management reports covering performance against targets, approved budget pacing, material changes, data limitations, insights and recommended actions.
• Identify tracking, data-quality or reporting issues and coordinate their resolution with agencies, IT, Data or other responsible teams.

Account Security, Risk and Incident Coordination

• Maintain a central register of Group social media, advertising and analytics accounts, including their purpose, ownership, administrators, agencies and connected assets.
• Confirm that accounts are organisation-owned and use role-based access, least-privilege permissions and multifactor authentication.
• Identify and report shared passwords, uncontrolled personal ownership, excessive permissions and other access risks..
• During incidents, capture evidence, apply the approved severity matrix, notify the appropriate stakeholders and maintain a decision log.
• Implement approved response, content-pausing or platform actions following stakeholder direction.

Stakeholder, Agency and Vendor Coordination

• Act as the day-to-day operational digital-marketing contact for Group and business-unit stakeholders.
• Coordinate digital activity with Brand, Corporate Communications, Customer Service, Legal, IT, Data, Procurement and relevant commercial teams.
• Administer agreed agency and vendor scopes, deliverables, service levels, quality standards and reporting requirements.
• Track agency actions, campaign delivery, content development, performance reporting and outstanding issues.
• Document processes and provide practical knowledge-sharing to relevant internal teams.

Qualifications

• Bachelor’s degree in marketing, communications, business administration, digital media or a related discipline.
• Hands-on experience with Meta Business Suite and Ads Manager, Google Ads, GA4 and Google Tag Manager, including campaign setup, tagging, conversion-event validation and performance troubleshooting.
• Equivalent relevant professional experience may be considered where the candidate demonstrates strong hands-on digital-marketing capability.
• A relevant postgraduate qualification, MBA or recognised professional digital-marketing certification is advantageous but not essential.

Experience

• Minimum of 7 years of relevant digital-marketing experience, including substantial hands-on platform and campaign execution.
• Demonstrated experience implementing digital strategy through practical channel plans, campaigns, workflows and measurable activity.
• Experience working across multiple brands, business units, markets or a complex matrix organisation.
• Proven experience managing corporate or multi-brand social media channels.
• Experience implementing digital governance standards, approval workflows, account controls or operating procedures.
• Hands-on experience with paid-media planning, campaign setup, optimisation and reporting.
• Experience working with digital analytics, campaign tagging, conversion tracking and management dashboards.
• Experience coordinating creative, media, social media, technology or content agencies.
• Demonstrated evidence of improving campaign performance, social media outcomes, operational processes or measurement quality.