Digital Marketing Specialist

Job Summary

The Digital Marketing Specialist will be responsible for planning, executing, managing, and optimising digital marketing activities to increase brand awareness, website traffic, lead generation, customer engagement, and business growth. The role requires a combination of strategic thinking, creative execution, analytical capability, and hands\-on experience across key digital marketing channels.

The position will work closely with internal teams including web development, design, content, sales, and management to develop and deliver integrated digital marketing campaigns aligned with the organisation’s commercial objectives. The successful candidate will be responsible for managing digital campaigns across channels such as SEO, paid search, social media, email marketing, content marketing, and website optimisation.

The role will also involve monitoring campaign performance, analysing customer and website data, identifying opportunities for improvement, and providing actionable recommendations to improve marketing performance and return on investment (ROI).

Key Responsibilities

1\. Digital Marketing Strategy \& Planning

• Develop and implement integrated digital marketing strategies aligned with the organisation’s business, brand, and revenue objectives.


• Plan and manage digital marketing campaigns across multiple channels, ensuring consistent messaging, targeting, and customer journeys.


• Research market trends, customer behaviour, competitor activity, and industry developments to identify new marketing opportunities.


• Contribute to annual, quarterly, and monthly marketing plans and campaign calendars.


• Recommend new digital channels, tools, technologies, and marketing approaches to improve business performance.

2\. Search Engine Optimisation (SEO)

• Develop and implement SEO strategies to improve organic search visibility, website traffic, rankings, and qualified leads.


• Conduct keyword research, competitor analysis, on\-page SEO, technical SEO, and content optimisation.


• Work with web developers and content teams to implement SEO recommendations and resolve technical issues affecting search performance.


• Monitor organic search performance using tools such as Google Search Console, Google Analytics, and other SEO platforms.


• Identify opportunities to improve website structure, internal linking, metadata, content quality, page performance, and search visibility.


• Prepare regular SEO performance reports and provide recommendations based on data and industry trends.

3\. Paid Search \& Digital Advertising

• Plan, launch, manage, and optimise paid digital advertising campaigns across platforms such as Google Ads, Microsoft Advertising, Meta Ads, LinkedIn Ads, and other relevant channels.


• Conduct keyword research, audience targeting, competitor research, campaign structuring, and ad copy development.


• Monitor campaign budgets, cost per click (CPC), cost per acquisition (CPA), conversion rates, return on ad spend (ROAS), and overall campaign performance.


• Carry out A/B testing of advertisements, landing pages, audiences, messaging, and bidding strategies.


• Identify opportunities to improve campaign efficiency, lead quality, conversion rates, and marketing ROI.


• Work with creative and development teams to ensure advertisements, landing pages, tracking, and conversion journeys are properly implemented.

4\. Social Media Marketing \& Management

• Develop and execute social media strategies across relevant platforms, including LinkedIn, Facebook, Instagram, and other appropriate channels.


• Plan and manage social media content calendars in collaboration with design and content teams.


• Create and coordinate engaging social media content, including posts, campaigns, promotional content, and branded communications.


• Monitor audience engagement, reach, impressions, follower growth, and other relevant social media metrics.


• Manage and optimise paid and organic social media campaigns.


• Monitor social media trends, competitor activity, audience behaviour, and emerging platforms to identify opportunities for growth.

5\. Content Marketing \& Campaign Development

• Develop and execute content marketing strategies designed to increase brand awareness, organic visibility, engagement, and lead generation.


• Work with content writers, designers, developers, and subject matter experts to produce high\-quality digital content.


• Support the creation of website content, blogs, landing pages, case studies, newsletters, social media content, and other marketing materials.


• Ensure content is aligned with brand guidelines, target audiences, SEO requirements, and overall marketing objectives.


• Identify content gaps and opportunities based on keyword research, customer needs, search trends, and campaign performance.

6\. Website \& Conversion Optimisation

• Work closely with web development and UX/UI teams to improve website usability, customer journeys, landing pages, and conversion rates.


• Monitor website performance, traffic sources, user behaviour, engagement, and conversion data.


• Identify opportunities to improve calls to action, landing pages, forms, navigation, content, and overall user experience.


• Support conversion rate optimisation (CRO) initiatives through A/B testing, data analysis, and performance monitoring.


• Ensure marketing campaigns are supported by relevant, optimised, mobile\-friendly, and conversion\-focused landing pages.

7\. Email Marketing \& CRM

• Plan and execute email marketing campaigns, newsletters, lead nurturing campaigns, and customer communications.


• Manage audience segmentation, mailing lists, campaign scheduling, personalisation, and automation where applicable.


• Develop and test email subject lines, content, calls to action, and layouts to improve engagement and conversion rates.


• Monitor email marketing metrics including open rates, click\-through rates, conversions, unsubscribes, and engagement.


• Work with CRM and sales teams to improve lead nurturing, customer retention, and marketing\-to\-sales processes.

8\. Analytics, Tracking \& Performance Reporting

• Monitor and analyse digital marketing performance using platforms such as Google Analytics 4, Google Search Console, Google Ads, Meta Business Suite, LinkedIn Campaign Manager, and other relevant tools.


• Establish and monitor appropriate KPIs for digital marketing campaigns and channels.


• Analyse website traffic, lead generation, conversion rates, customer journeys, campaign performance, and acquisition costs.


• Prepare regular marketing performance reports for management and relevant stakeholders.


• Translate marketing data into actionable insights and recommendations.


• Identify underperforming campaigns and implement data\-driven optimisation strategies.

9\. Marketing Automation, CRM \& Technology

• Support the implementation and management of marketing automation platforms, CRM systems, analytics platforms, tracking tools, and other digital marketing technologies.


• Work with technical teams to ensure accurate implementation of tracking codes, pixels, events, conversion tracking, and marketing integrations.


• Support lead generation and lead nurturing workflows.


• Maintain accurate campaign data and ensure appropriate tracking across digital channels.


• Stay informed about emerging marketing technologies, automation tools, AI\-powered marketing solutions, and industry developments.

10\. Campaign Management \& Project Coordination

• Manage multiple digital marketing campaigns and projects simultaneously while maintaining agreed deadlines, budgets, and quality standards.


• Coordinate with internal teams, clients, and other stakeholders where required.


• Develop campaign briefs, timelines, deliverables, and performance objectives.


• Ensure campaigns are delivered consistently with brand guidelines and commercial objectives.


• Identify risks, challenges, and opportunities throughout campaign execution and proactively recommend solutions.

Minimum Requirements

• Bachelor’s degree or equivalent practical experience in Marketing, Digital Marketing, Communications, Business, Media, or a related discipline.


• Minimum 2–3 years of proven professional experience in digital marketing, preferably within an agency, technology, e\-commerce, professional services, or B2B environment.


• Demonstrable experience developing and executing multi\-channel digital marketing campaigns.


• Strong practical knowledge of SEO, including keyword research, on\-page SEO, technical SEO, content optimisation, and performance analysis.


• Hands\-on experience with paid advertising platforms such as Google Ads and Meta Ads, with experience managing campaign budgets and performance.


• Experience managing social media marketing campaigns across relevant platforms.


• Working knowledge of Google Analytics 4 and Google Search Console.


• Experience using digital marketing analytics and reporting tools to monitor KPIs and campaign performance.


• Strong understanding of content marketing, website optimisation, lead generation, and conversion rate optimisation.


• Experience working with CMS platforms such as WordPress or equivalent systems.


• Understanding of email marketing, CRM, marketing automation, and customer journey principles.


• Strong written and verbal communication skills.


• Strong analytical and problem\-solving abilities.


• Ability to manage multiple campaigns and projects while meeting deadlines.


• Strong attention to detail and ability to work independently and collaboratively.

Key Skills

• Strong understanding of digital marketing strategy and multi\-channel campaign management.


• SEO and organic search optimisation.


• PPC, paid search, and paid social advertising.


• Social media marketing and content planning.


• Content marketing and copywriting.


• Website optimisation and conversion rate optimisation.


• Google Analytics 4, Google Search Console, and marketing analytics.


• Campaign tracking

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