Digital Marketing Manager

ADB SAFEGATE is a company that provides integrated solutions to airports, airlines, and ANSPs.

We are proud to be leading the way with innovative and smart Airside 4.0 solutions that turn airports into smart airports, with the ultimate goal of enhancing the passenger experience. Solutions include airfield lighting, power and control systems, airport and tower software, docking automation, apron management, and aftermarket services.

With over 1,400 employees and over 2,500 airports in over 175 countries, from the busiest and largest to the fastest-growing airports, ADB SAFEGATE is dedicated to making air travel safe, efficient, and environmentally friendly.

To learn more about ADB SAFEGATE and our innovative Airside 4.0 solutions, please visit our website at adbsafegate.com.

Role Purpose

The Digital Marketing Manager is responsible for activating, managing, and continuously improving ADB SAFEGATE’s digital marketing presence across paid, owned, and organic channels.

Working from an integrated campaign brief, the role translates campaign objectives into effective omni-channel digital activation — determining the appropriate audiences, channels, formats, customer journeys, and optimisation opportunities required to generate engagement and qualified demand.

The role has hands-on responsibility across paid digital media, social media, the ADB SAFEGATE website and Umbraco CMS, SEO, Generative Engine Optimisation (GEO), digital campaign journeys, analytics, and the company’s wider online presence.

This is not primarily a social media publishing role. It is a hands-on digital marketing position for someone who understands what happens across the complete digital customer journey: how audiences discover ADB SAFEGATE, what attracts their attention, how they engage with content, where they go next, whether they convert, and how performance can be continuously improved.

The Digital Marketing Manager works closely with the Global Marketing Director, Product Marketing, Marketing Intelligence, Business Applications, and creative/content resources. The Global Marketing Director owns the overall strategy, priorities, and approved budget; the Digital Marketing Manager owns digital activation and optimisation within that brief.

The successful candidate should be capable of receiving a campaign brief and independently developing a recommendation for how that campaign should be activated digitally, rather than requiring detailed channel-by-channel instructions.

Key Responsibilities

Digital Campaign Activation

• Translate integrated campaign briefs into practical omni-channel digital activation plans.
• Recommend the appropriate combination of paid, owned, and organic channels based on campaign objectives, target audiences, customer journey, available budget, and expected commercial outcomes.
• Plan and execute digital activity across channels including:
  • LinkedIn
  • Google Search and Display
  • Instagram and Meta platforms where relevant
  • YouTube
  • Email and marketing automation
  • ADB SAFEGATE website and campaign landing pages
  • Retargeting and audience-based advertising
  • Relevant Manager and industry digital channels
• Define audiences, targeting, campaign structures, formats, calls to action, and conversion journeys.
• Coordinate digital activity across channels so campaigns operate as connected customer journeys rather than isolated advertisements, posts, emails, and web pages.
• Ensure digital activation is ready, tested, and measurable before campaign launch.

Paid Digital Media

• Plan, build, and manage paid campaigns across platforms including LinkedIn Campaign Manager and Google Ads.
• Manage targeting, campaign structures, budgets, bidding approaches, creative variants, conversion objectives, and retargeting.
• Continuously monitor campaign performance and optimise audiences, spend, messaging, creative, formats, and calls to action based on evidence.
• Run structured experiments and A/B tests to improve campaign effectiveness.
• Identify underperforming activity early and recommend whether it should be changed, scaled, reduced, or stopped.
• Continuously improve the allocation of paid-media investment toward channels and activities generating meaningful engagement, qualified demand, and commercial outcomes.
• Ensure paid-media activity uses agreed campaign tagging and conversion tracking. Assess attribution using agreed definitions and clearly communicate measurement limitations.