Digital Marketing and Performance Executive

The Celtic Collection Job Description DEPARTMENT Marketing POSITION Digital Marketing and Performance Executive GRADE Team Member REPORTS TO ICC Wales Marketing Manager Note: This job description in no way states or implies that those duties listed below are the only ones to be performed by the employee occupying this position. Employees will be required to perform any other job-related duties assigned by their Senior Manager. POSITION OVERVIEW The Digital Marketing Performance Executive will be responsible for supporting the delivery, optimisation and continuous improvement of ICC Wales’ digital marketing activity. The role combines performance marketing, marketing technology, automation, analytics and digital experience optimisation to drive engagement, lead generation, customer retention and commercial performance. Working closely with the Marketing Manager and wider marketing team, the role supports the development and implementation of digital marketing strategies whilst providing specialist expertise across SEO (on-page and technical), PPC, paid social, website management, marketing automation, customer journeys, reporting and digital performance measurement. This role will play a key part in increasing internal digital capability and ensuring marketing decisions are informed by performance data, customer insights and business objectives. GENERAL Responsible for helping to maintain a customer-focused culture which support the values expressed in the Collection’s Ambition and ICC Wales’ business goals of profitability and service quality. Establishes and maintains effective and positive relationships within the team as well as other departments. Complies with the Collection’s Health and Safety, Hygiene policies as well as all other policies and procedures. Report all situations that may present a danger to guests or staff immediately to the relevant people and take action to rectify the situation if possible. To ensure that resources are used effectively, minimising waste to protect our environment and to reduce costs. To perform related duties and special assignments as and when required. JOB FUNCTIONS Communication Employees are encouraged to take a lively interest in the activities of the company and, should there be anything on which they have insufficient information or where they are unsure, should ask their immediate Line Manager. Employees are encouraged to communicate openly, ask questions and collaborate effectively across departments. Budgets Maintains an understanding and acceptance of departmental budgets and demonstrates awareness of return on investment across digital marketing activities. Supports the Marketing Manager with monitoring digital marketing expenditure and performance against agreed objectives and spend. Assists with agency management, campaign budget monitoring and performance reporting where required. Standards Maintains an understanding of the standards set and expected for the department and is responsible for supporting the consistent delivery of these standards. Responsible for providing professional internal and external customer service in line with departmental expectations. Supports best practice digital marketing standards across websites, campaigns, automation and digital platforms. Controls Maintains an understanding of departmental controls and processes used to monitor performance and digital activity. Supports the implementation and maintenance of measurement frameworks, tracking solutions, reporting processes and data governance procedures. Maintains accurate records, campaign documentation and reporting systems. Ensures all activities align with the brand guidelines. Structure Respects the organisational structure in place and the duties and responsibilities of all team members. Conducts themselves professionally and with respect for the professionalism of colleagues and stakeholders. Supports collaboration across departments to achieve business and departmental objectives. Team Establishes and maintains effective and positive working relationships within the Marketing Department and wider business. Works collaboratively with the team to deliver integrated marketing activity. Communicates regularly with colleagues and stakeholders regarding campaign performance, opportunities and recommendations. Actively contributes to team discussions, planning activities and continuous improvement initiatives. Delivery Digital Strategy Performance Marketing · Support the development and implementation of digital marketing strategies aligned to business objectives. · Provide recommendations and insights based on campaign performance, customer behaviour and commercial priorities. · Manage, optimise and report on paid digital marketing campaigns across relevant platforms including Google Ads, Meta Ads, LinkedIn and other appropriate channels. · Monitor and improve campaign performance to maximise engagement, lead generation, conversions and return on investment. · Support the planning, implementation and evaluation of integrated digital marketing campaigns. · Monitor market trends, competitor activity and emerging technologies to identify opportunities for improvement. Website Management, SEO Conversion Optimisation · Manage and maintain website content to ensure accuracy, relevance and alignment with business objectives. · Implement and maintain technical and on-page SEO best practices. · Conduct keyword research, content optimisation and performance reviews to improve organic visibility. · Monitor website performance, customer behaviour and search visibility. · Identify opportunities to improve user experience, lead generation and conversion rates. · Support website development projects and collaborate with suppliers where required. Marketing Automation, CRM Customer Journeys Design, build, manage and optimise customer journeys and automated marketing workflows, working closely with the Marketing Manager to ensure activity aligns with wider marketing objectives and priorities. Create and manage email marketing automation programmes to support customer acquisition, engagement and retention. Develop audience segmentation and targeting strategies to improve campaign performance and customer relevance. Support the implementation of personalised marketing initiatives across digital channels. Create, maintain and optimise lead capture forms and customer data collection processes, working closely with the Marketing Manager and wider marketing team to ensure alignment with campaign objectives and business requirements. Support integrations between CRM systems, marketing platforms and other business technologies. Monitor automation performance and recommend continuous improvements. Marketing Technology Digital Platforms Support the management and optimisation of marketing technology platforms. Implement and maintain Google Tag Manager and associated tracking requirements. Manage digital tracking, event tracking and conversion tracking across relevant marketing channels. Support chatbot implementation, optimisation and maintenance. Ensure digital platforms are integrated effectively to support reporting, customer journeys and lead management. Identify opportunities to improve efficiency through technology, automation and digital innovation. Analytics, Reporting Insights Monitor website traffic, campaign performance, customer engagement and lead generation activity. Produce regular reports, dashboards and performance updates. Analyse marketing data and provide actionable recommendations. Support the wider marketing team in understanding campaign performance and customer behaviour. Track agreed KPIs and contribute to departmental reporting requirements. Maintain reporting frameworks that support informed decision-making. Data Governance Compliance Ensure all digital marketing activities comply with GDPR and relevant data protection legislation. Support the management of customer consent, data preference and compliance proces