Purpose of the Role

The Digital Marketing Manager is a key role within the Marketing Team, responsible for the delivery of the digital marketing strategy and growth of Highcross’ social media presence across all platforms.

Supporting the Head of Marketing to deliver compelling marketing campaigns that drive brand metrics, footfall, retailer sales, and market share for the shopping centre, in-line with the centre business plan. Working in collaboration with the wider marketing team and business to ensure that all campaigns are fully integrated and visible in the right place, at the right time, and target appropriate customer profiles.

The Digital Marketing Manager will ensure all digital communication channels remain up to date and enticing to customers, utilising data systems and sources to build customer insights that inform business and marketing decisions, measuring and reporting on the performance of all digital marketing activity.

Deputise for the Head of Marketing, providing leadership to the marketing and centre teams (as required).

Key Responsibilities

• Work with the Head of Marketing to lead on the delivery of the annual marketing strategy and tactical plan.
• Lead the centre’s digital marketing strategy to engage and drive visitors to the centre using the website, emails, SEO, and social media, ensuring full alignment to the business plan.
• Responsible for digital partners, agencies (including data host), marketing tools, and strategies.
• Lead integrated digital marketing campaigns from concept, planning, and execution in collaboration with the wider marketing team. Monitor performance and optimise where necessary.
• Be responsible for the centre website ensuring it remains user-friendly on all touchpoints, offers engaging content, enables customers to book tickets to events, and is up-to-date with all centre information.
• Plan website enhancements and developments with agencies where required.
• Be responsible for the centre social media strategy. Work with retailers and the wider marketing team to develop an engaging content calendar. You should be a creative copywriter with the natural ability to create engaging content across all digital channels. Photography and videography skills are essential.
• Measure and report performance of all digital marketing campaigns and assess against goals (ROI and KPIs).
• Create and monitor a content marketing plan across all platforms, including all content touchpoints, including digital assets, videos, graphics, and multimedia content to ensure it aligns with brand guidelines for voice, optimisation, and suitability.
• Utilise strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points.
• Ensure that all digital communications are in line with brand guidelines and policies.
• Regularly communicate with stores, to ensure occupiers are fully aware of upcoming initiatives or opportunities to get involved in centre activities and are fully engaged with the available digital marketing support.
• Continuously identify and curate engaging content from within the centre and amplify locally across the centre website and relevant channels, giving people even more reasons to visit the centre.
• Collaborate with team members and senior leadership to develop new ideas and investigate emerging opportunities.
• Provide editing and proofing for all junior staff members.
• To deputise for the Head of Marketing and be part of the duty management team and rota which will include on-call and weekend working in line with centre’s out-of-hours press support and duty management rota / needs of the business.
• To support the Head of Marketing with any reactive media, including crisis management situations.
• Any other duties as appropriate.