Digital Marketing Specialist

Responsibilities

• Role Summary - This is a highly technical role, that brings together various specialist digital disciplines to deliver hands-on execution, optimisation and performance of digital marketing activity across channels and journeys, ensuring marketing activity is effective, compliant and insight‑led. - It exists to turn plans into action, using data, automation and testing to improve user journeys, conversions and ROI across a range of new and existing digital platforms. - The role works closely with technology and operational teams to deliver targeted, locally relevant digital marketing and on programme activity that meets contractual requirements and supports service delivery.
• 1 . Executing and optimising paid search and paid social campaigns in line with best practices and advertising standards. Creating complex workflows and nudge journeys, managing contact records and subscription preferences in line with GDPR.
• - Implementing effective tracking across all new and existing digital channels, creating tracking pixels, conversion events and UTMs to measure campaign effectiveness and ROI/ROAS, ensuring compliant user tracking and consent.
• - Building, monitoring and updating customer-facing websites, ensuring content is relevant and up to date and optimised for UX, SEO and AIO. Creating, embedding and developing lead generation forms, managing the integration with HubSpot and user consent preferences.
• 4 . Designing and executing automated email journeys to manage lead quality, pre-qualify leads through automated eligibility checks and personalised journeys, and move customers through every stage of the marketing funnel and drive offline conversion rates.
• - Evaluating and driving digital marketing performance, identifying opportunities for A/B testing and conversion optimisations, testing new digital channels and AI opportunities in line with changes in user behaviour and preferences, and reporting on channel performance and effectiveness.
• 6 . Supporting the implementation and management of customer-facing technologies. Automating responses to customer queries, comments and reviews. Forecasting lead volumes, target cost per acquisition and expected offline conversion rates to meet contractual requirements.
• - Supporting with digital analytics, tracking and reporting in line with GDPR, managing consent preferences and cookie compliance using tools such as Adobe/Google Analytics, Google Tag Manager, Search Console, HotJar and Cookie Consent Management platforms.

Requirements

• Extensive experience executing high-performing paid digital marketing campaigns across channels such as web, email, social media, display and search, with experience using platforms such as Meta Ads Manager, TikTok Ads Manager, Google Ads, Microsoft Ads, AEM, WordPress etc.
• Strong, hands-on experience with digital analytics and tracking and consent, including the use of tools such as Adobe/Google Analytics, Google Tag Manager, implementing conversion pixels/events/goals, and creating UTMs
• Experience designing and building automated email campaigns and personalised workflows journeys. Working knowledge of GDPR, consent management and data governance in a digital marketing context
• Experience managing and updating customer-facing websites or digital content, with knowledge and experience in UX best practices, SEO and AI search optimisation, and WCAG accessibility standards and accessibility best practice.
• Solid experience maintaining marketing technologies and maximising their use.

Preferred

• Experience using A/B testing or conversion optimisation techniques to improve digital performance.