Reports to: / Director of Marketing and Business Performance / Date issued: / November, 2016
Job Purpose:
To develop an innovative digital marketing strategy and operating plan which supports growth targets, engages consumers, and bolsters the Liverpool One brand and online presence in an increasingly digital world. To lead the digital marketing team and partner organisations in the implementation and delivery of the strategy to meet and exceed defined functional KPIs.
Principal Accountabilities:
1. / Develop a holistic digital marketing strategy and operating plan that builds the presence, impact and success of Liverpool One’s online activity.
2. / Develop and implement a social media plan aimed at involving new audiences online, driving engagement with the Liverpool One brand and raising the organisation’s profile online.
3. / Working within the Liverpool One brand guidelines (which sit in the Campaign team), oversee the development of Liverpool One’s content plan, overseeing and inputting into the creation of content and working with colleagues (e.g., across marketing and Corporate Communications) to ensure consistency across channels.
4. / Manage and source key partner relationships (e.g., PushOn, etc.) to ensure that they are providing high-quality service and value for money.
5. / Measure and report on the success of digital performance and translate insights into action that aid the ongoing development of the marketing strategy. Use data, analytics and insights to develop new and innovative business cases for digital initiatives that present opportunity to drive further growth to the business.
6. / Oversee all enabling areas of the digital strategy – including but not limited to SEO, website, social media, CRM, email, app development, PPC, paid social, etc., - to ensure robust and best in class processes are adopted that drive the implementation and success of the digital strategy.
7. / Lead and develop a highly motivated and engaged team, ensuring they have clarity on roles and responsibilities, buy into and live the Liverpool One values, and that a robust performance management process in undertaken.
8. / To undertake and execute any other reasonable duties as requested by the Liverpool One leadership team.
Knowledge, skills and experience
- Digital marketing expertise – ability to translate knowledge of digital marketing into clear and compelling strategies (that look out 2-3 years)
- Team leadership – ability to lead and engage a team in the delivery of functional objectives
- Stakeholder management – ability to build trusted relationships with [1] leaders in the business, [2] external stakeholders, [3] peers in function, [4] cross organisation
- Contract / supplier management – ability to effectively manage partner organisations to ensure deliverables are achieved to cost, time and quality
Key interfaces / linkages (internal and external)
- Director of Marketing and Business Performance
- Head of Campaign Marketing
- Head of Business Performance
- Director of Stakeholder Engagement
- Head of Corporate Communications
- Partner organisations (PushOn, Click Consult, etc.)