AddressJob Title:Digital Marketing Manager
Location: Swindon Head Office 3 days a week / Hybrid 2 days a week
Reporting to: Marketing Director
Salary: Circa £40k per annum
Hours: Monday to Friday 37.5 hours per week
Background
We are OutsideClinic - the UK's leading specialist provider of eye and hearing health care at home. Our mission is to improve the health, wellbeing and happiness of older people. We do this by providing extra ordinary care through life enhancing life changing clinical domiciliary services. We believe that clinically excellent eye and hearing health care should be accessible and affordable for all, especially for those who can't get to the high street unaided. Our Values are at the core of what we do. We believe in Clinical Excellence, making a Positive Impact, and we are passionate about continually improving in everything we do.
Job Summary
The purpose of the role is to deliver digital customer acquisition and retention goals. You will focus on our optical and audiology business functions (B2C), including care homes (B2B). You will work closely with the Content Marketing Manager, in house creatives, and external partners. You will work with and report to the Marketing Director. Other key partners will be colleagues in Customer Services, Commercial, IT and Finance.
With regards to acquisition, you will continuously improve performance marketing across paid and referral digital channels increasing the number of new customers whilst reducing the cost per acquisition.
With regards to retention, the primary responsibility is to reduce customer churn and increase lifetime value. You will develop and implement email marketing campaigns to foster customer loyalty, reduce churn rates and promote the uptake of additional products and services that the company offers.
Principle Accountabilities
Acquisition
- To deliver continuous improvement of the performance of Digital Marketing channels. Including but not limited to, Google Ads, Bing Ads, Facebook Ads, Email Marketing, Native Advertising Networks, Display.
- Take full responsibility for the monitoring and management of budgets and spending on online marketing channels.
- Take responsibility for the planning, testing, and scaling of new traffic generation opportunities.
- Maintain a database of planned tests and their results to ensure learnings are documented and that test results are implemented across channels.
- Utilise and manage appropriate tracking and reporting tools to identify, plan and implement opportunities for conversion rate improvement throughout the Digital Marketing funnel, ensuring that results are reported on, archived, and communicated effectively.
To ensure accurate and complete tracking of all Digital Marketing activity, to enable compelling reporting and effective optimisation.
Work with Data Analyst to define reporting requirements for Digital Marketing channels utilising in house BI Tool.
Deliver regular reporting to the Marketing Director and CEO as required.
Retention
- Take the lead in collaborating with cross-functional teams to create engaging customer retention campaigns.
- Take the lead in collaborating with marketing and commercial colleagues to develop key messaging points and direct response creative across mediums.
- Proactively work with sales and customer service teams to ensure a seamless customer experience.
- Measure and analyse performance and KPI's across marketing tactics and help identify testing plans and ongoing optimisation of the conversion funnel.
- Develop testing calendar for email with the goal of optimising targeting, segmentation, creative, and serving dynamic content to maximise retention, reactivation, cross sell and upsell techniques.
- Analyse customer data to identify opportunities for improving customer retention rates.
- Measure and report on the effectiveness of retention campaigns and initiatives.
- Identify and address potential factors that may lead to customer churn.
- Utilise customer feedback to drive continuous improvement and enhance customer satisfaction.
- Continuously monitor industry trends and best practices to inform retention tactics.
- Develop email best practices to share with stakeholders across the organisation.
- Craft monthly, quarterly, and annual calendars and execute against customer retention initiatives, including both exclusive offers/events and integration to brand campaigns.
- Manage creative and campaign process from start to finish.
About you
You will be customer centric in your thinking and have exceptional communication skills. You will have excellent project management, analytical and organisational skills. You will be able to build and maintain influential relationships, work autonomously and as part of a high functioning team.
You will have:
- Relevant marketing or business studies qualification or equivalent experience.
- At least 5 years’ experience in a commercial Digital Marketing position.
- Hands-on experience in the management and optimisation of PPC, Paid Social and Email Channels, with budgets of at least £100k per month.
- Experience with the technical implementation and operational management of tracking and reporting technologies, including Google Tag Manager, Google Analytics and PowerBI.
- An understanding and awareness of Display, Native Advertising Networks (e.g., Outbrain/Taboola)
- Knowledge of best practice landing page optimisation, perhaps using Unbounce.
- Experience in the planning and execution of high volume, ROI focussed email campaigns.
- Experience of using DotDigital, Hubspot or other similar tools.
- Solid understanding of customer engagement and retention, data analysis, and customer relationship management.
- An understanding of Data Analytics, report writing and presentation.
- Agency & client-side experience is desirable.
- B2C and B2B experience is desirable.
In addition to your main accountabilities above you may be required to perform other duties from time to time, and to operate in line with company policies, procedures, NHS guidelines and current legislation.
