Office Shoes
Senior Digital Marketing Manager
London
Posted about 15 hours ago
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Job Description
The Role
The Senior Digital Marketing Manager is responsible for refining and delivering the traffic acquisition strategy for OFFICE and OFFSPRING on all devices and markets, in conjunction with the executive team. The Senior Digital Marketing Manager is accountable for the effective management of digital marketing investment, ensuring spend is optimised and aligned with cost-of-sale targets.
The role leads and develops key digital marketing channels, including PPC, SEO, Affiliate Marketing, Paid Social, and Display Advertising, leveraging performance insights to enhance campaign effectiveness, improve return on investment, and drive sustainable growth across all markets.
Responsibilities
- Set and implement the worldwide online marketing and traffic acquisition strategy.
- Deliver set performance and financial objectives.
- Analyse and produce clear, regular, and accurate reports and forecasts on all traffic activity.
- Review activity to refine and improve effectiveness of marketing spend in all markets.
- Provide up-to-date knowledge of industry developments and translate into the OFFICE marketing strategy.
- Line management of the Digital Marketing Assistant.
- Training and development of the digital team where relevant across acquisition channels.
- Supplier management and review.
- Owner of the GTM tag and management of advertising tags and rules.
- Any other duties as reasonably requested.
KPIs
- Traffic / visits / visitors.
- Sales / revenue.
- Advertising spend and budget control.
- Cost of sale (CoS).
PPC
- Definition and refinement of PPC strategy, incorporating new industry developments.
- Analysing performance of campaigns on a daily, weekly, and monthly basis, providing tactical and strategic direction to achieve targets.
- Ensuring spend is managed appropriately, by campaign type and territory.
- Ongoing liaison with the agency to update them on product, category, promotional, and pricing changes, ensuring campaigns reflect the stock position and marketing focus.
- Management of product feeds in conjunction with the feed development agency to support Shopping ads.
- Management of Google My Business details to support location extensions.
- Management of RLSA and custom audiences and corresponding bid amends.
- Benchmarking activity against competitors.
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SEO
- Definition and refinement of SEO strategy, incorporating new industry developments.
- Analysing performance on a regular basis, providing tactical direction to the agency to achieve targets, including new product categories or brands to optimise.
- Benchmarking activity against competitors.
- Working with the web development agency on any onsite search-related improvements, including onsite projects with SEO benefits, from raising briefs to testing.
- Managing the ongoing delivery of SEO work, including link building, blog posts/copywriting, infographic work, and technical work.
Affiliates
- Define strategic objectives and approach for the affiliate channel across all markets.
- Analysing performance and managing affiliate activity in line with trade priorities.
- Along with the Digital Marketing Assistant and affiliate network, build and leverage relationships with a range of affiliates, including cashback, voucher code, and content sites.
- Negotiate placements with affiliates to increase visibility and drive additional traffic and sales.
- Providing affiliates with product and promotional information to aid their sales, including overseeing production of a weekly affiliate newsletter.
- Housekeeping of the affiliate programme, including monitoring the order validation process, updating ad creative, checking CPA rates are set correctly, and timely validation of affiliate applications.
Display & Paid Social
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- Managing behavioural and re-targeting display advertising to encourage return visits and sales.
- Managing GDN campaigns.
- Managing Paid Social campaigns in conjunction with the agency and content team.
- Analyse and offer insight into campaign performance, distributing campaign reports to the team.
- Adapt campaign strategy in response to performance to maximise traffic acquisition.
- Provide expertise and guidance on display marketing strategy and industry developments.
Reporting and Analysis
- Daily understanding of the success of our marketing campaigns through the use of analytics, e.g., success/failure of campaigns, new customer cost.
- Preparing reports, forecasts, and analysis on KPIs and online marketing performance, circulated to senior managers and trading teams throughout the business.
- Monitor spend and reset budgets for acquisition marketing channels to hit target.
What We Are Looking For
Requirements
- Minimum 4 years' experience in online marketing, within fashion and/or retail.
- Must have a UX portfolio which showcases your UX process from concept to final product.
- Budgeting and forecasting experience.
- BS or MS in Interaction Design, HCI, or equivalent experience.
- Proven track record of working in a sales-driven commercial trading environment.
- Line management experience.
- Experience organising and undertaking user interviews and focus groups for requirement gathering and/or user testing is very desirable.
Competencies
- Good copywriting for web skills.
- Strong awareness of best practice and competitor activity.
- Expert in Excel, Word, and PowerPoint.
- Very strong in SEM marketing and SEM marketing tools.
- Excellent knowledge of web analytics (Google Analytics) and AdWords.
- Knowledge of what is possible in user interfaces, across devices, both in technical terms and in terms of best practice/device guidelines.
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