Digital Marketing Manager

The digital marketing manager leads digital marketing campaigns across all FESPA products. The individual will focus on the development and implementation of digital campaigns, adopting a continuous optimisation process in an agile way, based on measuring, reporting, and optimising activity throughout the customer journey across channels for conversion. This includes, but is not limited to, website development (UX, SEO), emails, social media (organic and paid), and digital advertising (both PPC and via media partners).

Primary responsibilities

Develop and implement multi-channel digital marketing campaigns for all FESPA products

• Set a comprehensive visual schedule with timelines and deadlines.
• Organise and prioritise work to meet deadlines.
• Continually analyse campaign performance, adjusting and optimising for conversions while reporting regularly on performance and optimisation activities.
• Provide a full campaign overview report at the end of each campaign, detailing performance, optimisation steps taken (and learnings from them) across all channels.
• Work with the group analytics and insights manager to create a comprehensive view of the customer journey/marketing funnel, acting as a framework for optimisation of the process.

Website management and development

• Conduct SEO research for specific campaigns and vertical elements within campaigns, sharing findings with the wider team and implementing throughout the site.
• Build, test, analyse, and optimise landing pages and the whole site through a UX (user experience) lens for CRO (conversion rate optimisation).
• Deploy cookies, tracked links, and other technologies to attribute conversions and enable retargeting where necessary.
• Contribute to show registration setup to ensure accurate attribution of conversions and maximise conversions, potentially through split testing.

Email marketing

• Work with the senior digital marketing executive to set all campaign emails, including templates, data segments, and messaging.
• Record, review, and continually optimise based on insights to maximise conversions.
• Test and implement changes on an ongoing basis using split testing of templates, formats, and layouts.
• Ensure emails are relevant to targeted demographics and include optimised design and language for resonance (SEO/sector) and conversion (CTAs and placement).
• Create increasingly automated email journeys triggered by lead-scoring thresholds or conversions.

Social media

• Work with the group marketing manager to create a comprehensive social media strategy across all campaigns, with twelve-month forward visibility.
• With the support of the marketing assistant, execute a social media strategy that includes both paid and organic elements, with clear goals and tracking aligned with the overall digital campaign.
• Track, report, and optimise both paid and organic elements of the campaign throughout its lifecycle for the specified goal (brand awareness or conversion).
• Research and recommend new platforms.

Digital advertising

• Plan and execute digital advertising, including programmatic/PPC and media partner placements.
• Ensure tracking is in place, measured, reviewed, and optimised for conversion throughout the campaign lifecycle.
• Report on the role of all adverts in the customer journey with clear attribution.
• Research and recommend new channels and tools.

General

• Contribute to overall campaign budget development and ensure all digital marketing activity remains within budget and is demonstrably effective.
• Stay up to date with industry trends and make appropriate, considered recommendations for change with forecast outcomes.
• Follow company policies and procedures and seek to drive continual improvement in sustainability performance where possible.
• Engage with ISO 20121 to satisfy the requirements of ISO 20121 clauses 7.2 (competence) and 7.3 (awareness).

Key internal relationships

• Campaigns team
• Marketing
• Sales
• Associations

Key external relationships

• Website agencies
• Registration provider
• Design agency

Education and qualification requirements

• Marketing qualification or university degree
  

Essential requirements

• SEO tools
• Excel
• Google Ads
• Microsoft Ads
• CMS
• Google Analytics

Desirable (not essential)

• Salesforce
• HTML training
• Marketing automation
• Kentico/ASP (CMS)
• Presentation skills
• Languages (German or Spanish)

Experience requirements

• Demonstrable experience in a digital marketing role with hands-on experience in paid channels, website optimisation, and conversion rate optimisation, preferably in a B2B environment.
• In-depth understanding of the technical aspects of SEO.
• Experience with keyword research and strategy.
• Experience with content marketing and creating shareable, traffic-driving campaigns.
• Strong understanding of web usability and design, with the ability to implement tracking where required.
• Genuine passion for SEO and online marketing, with a focus on increasing conversions and evidence to support this.

Experience and qualifications

Essential

• Successful track record in digital marketing, including paid channels, website optimisation, and conversion rate optimisation.
• Evidence of successfully planning and running search campaigns on Google Ads and Microsoft Ads.
• Proven ability to drive conversions through search engine optimisation and paid channels.
• Strong track record of improving SEO and PPC channel performance.
• Experience using SEO tools such as SEMRush, Moz, Ahrefs, and Screaming Frog.
• Evidence of undertaking keyword research and developing strategies with the relevant tools.
• Solid track record of daily optimisation across multiple campaigns, supported by in-depth analysis of strategy effectiveness.
• Proven ability to create and present campaign reports, including conversion rate analysis and ROI.

Desirable

• Experience delivering conversions through SEO and paid channels within the exhibition industry.
• Understanding of online marketing activities in a B2B environment.
• Experience in content marketing and shareable, traffic-driving campaigns.

Knowledge

• Awareness of link-building using traditional SEO techniques.
• Understanding of recent Google algorithm updates and their impact on SEO and PPC.
• Solid knowledge of Google Analytics and Google Search Console.
• Proficient in Microsoft Office suite:

  
  

• Word: Create, edit, and format documents, build templates with tables, graphs, charts, and graphics.
  

• Excel: Create spreadsheets, perform computations, format cells, run functions, use pivot tables, and format graphs.
  

• PowerPoint: Create visually appealing presentations, use themes and master slide decks, add animations, and embed videos.
  

• Outlook: Manage appointments and organise workload.
  

Core competencies

• Building collaborative relationships – Level 4: The ability to develop, maintain, and strengthen partnerships with others inside and outside the organisation who can provide information, assistance, and support.
• Communications – Level 1: Communicates effectively, listens sensitively, adapts communication to the audience, and fosters effective communication with others.
• Flexibility – Level 4: Modifies approach to achieve goals, is open to change and new information, and adapts rapidly to new conditions or unexpected obstacles.
• Fostering teamwork – Level 1: Works well with colleagues, fostering a spirit of cooperation to develop effective teams.
• Thoroughness – Level 4: Ensures work and information are complete and accurate, carefully prepares for meetings and presentations, and follows up to ensure agreements and commitments are fulfilled.

Company Description