Digital Marketing Manager

About the role

The Digital Marketing Manager will play a key role within the Marketing and Communications team, leading the day-to-day delivery and performance of our digital channels. This includes overseeing website content and UX, managing digital advertising campaigns, optimising SEO, and producing digital content particularly short-form video for our key audiences. The role will also work closely with internal teams to support campaign and project delivery, while contributing to a consistent and data-led digital approach across the organisation. This position reports to the Senior Digital and Marketing Manager and will work alongside colleagues and suppliers to improve brand visibility and engagement across all digital touchpoints.

Who we’re looking for

We are looking for a hands-on digital marketer with experience in delivering integrated campaigns across web, email, and social platforms. The successful candidate will have strong technical skills in areas such as paid media buying, analytics, and search engine optimisation, with a proven ability to drive engagement and deliver measurable results. A working knowledge of video editing and CMS platforms (particularly WordPress) is also important. The ideal candidate will be analytical, collaborative, highly organised, and bring a creative mindset to optimising digital content and experiences for our audiences.

Role purpose

This role exists to drive the performance and quality of WorldSkills UK’s digital marketing. The postholder will be responsible for delivering high-quality, audience-focused content and campaigns that strengthen the organisation’s reach, improve the user experience across our platforms, and help generate increased awareness and participation in our programmes. By bringing key digital functions back in-house, this role will enhance efficiency, support cost savings, and ensure WorldSkills UK remains visible, competitive, and aligned with strategic priorities in the Further Education (FE) and skills sector. The postholder will also play a key role in ensuring our digital content reflects our organisational values, including accessibility, inclusion and relevance to diverse audiences across the UK.

Key tasks and responsibilities

• Website management: Lead the day-to-day management of the website, ensuring it is fully optimised for SEO, UX, and Conversion Rate Optimisation (CRO) to enhance the user journey and help deliver WorldSkills UK’s strategy. Create, curate, and publish engaging, on-brand multimedia content, including text, images, and videos, to maintain a dynamic online presence. Conduct comprehensive audits focusing on CRO, usability, accessibility, and site functionality, with strategic guidance from the Senior Digital and Marketing Manager; prioritise actionable insights to drive ongoing improvements. Monitor and analyse website performance metrics using tools like Google Analytics and providing insights to optimise user engagement. Manage and update the Content Management System (CMS), ensuring functionality, security, and mobile friendliness, while coordinating with developers to troubleshoot technical issues and introduce new features. Take ownership of SEO and Pay Per Click (PPC) strategies, leading monthly reviews to monitor performance and increase website reach. Ensure compliance with accessibility standards, providing an inclusive experience for all users.
• Social media and paid advertising: Plan, execute, and optimise paid social media campaigns to support WorldSkills UK’s marketing objectives. Work with our PPC agency to increase traffic to the website. Align paid social media efforts with organic strategies, ensuring consistent messaging and branding across all channels. Collaborate with the Senior Digital and Marketing manager and external agencies to deliver high-performing campaigns, including briefing, asset preparation, and performance reviews. Monitor campaign performance metrics, providing actionable insights and recommendations to improve effectiveness. Conduct A/B testing on ad creatives and targeting to refine strategies and maximise impact supported by the Senior Digital and Marketing Manager. Manage campaign budgets efficiently, ensuring optimal allocation of resources to meet WorldSkills UK’s Key Performance Indicators.
• Video editing and multimedia: Collaborate with the other members of the Marcoms team to plan, produce, and deliver engaging multimedia content, including videos and photography, that aligns with campaign objectives and supports both digital and organic communication strategies. Ensure video content is high quality and compliant with accessibility best practices, including subtitling and captioning. Manage video and image content libraries, ensuring materials are properly labelled and easily accessible for cross-platform use. Support diversity and inclusion initiatives by ensuring all content reflects a wide range of voices and perspectives. Regularly evaluate content performance, using analytics to inform improvements and innovations. Edit WorldSkills UK video content for use at events, on social media and web.
• Reporting and insights: Establish and track key performance indicators (KPIs) for digital marketing efforts, providing regular reports to senior management. Analyse marketing data to identify trends, inform strategy, and drive continuous improvement. Contribute insights from competitor research to ensure WorldSkills UK remains innovative and differentiated in its digital approach. Stay informed on social media trends, platform updates, and best practices to enhance campaign delivery and audience engagement.

Person specification

• Qualifications and experience: Marketing degree or equivalent experience (CIM, DMI accreditation) (D). Proven experience managing websites using Content Management Systems (WordPress) (E). Experience with Google Analytics and other digital tools to track and optimise performance (E). Demonstrated expertise in planning, executing, and optimising organic and paid social media campaigns across platforms such as Facebook, Instagram, LinkedIn, and Twitter (E). Hands-on experience with CRM platforms, particularly HubSpot, including managing email and social media marketing campaigns and analysing campaign performance (D). Proficiency in using Adobe Premiere Pro or another video editing software (E). Strong copywriting and editorial skills, with the ability to adapt complex information for varied audiences (E).
• Knowledge and skills: Knowledge of SEO principles and digital best practices (E). Ability to produce engaging copy for a variety of channels and audiences (E). Strong organisational skills, with the ability to prioritise tasks, meet deadlines, and collaborate as part of a team (E). Creativity and a problem-solving mindset, with the ability to innovate and adapt (E). Demonstrates a commitment to ensuring that all communications, digital and otherwise, are accessible, inclusive and aligned with equity, diversity and inclusion principles (E).
• Personal qualities and attributes: High attention to detail and a proactive approach to improving processes (E). Strong team player with excellent communication and collaboration skills. (E). Respect for diversity and inclusion, ensuring content reflects these values (E).

How to apply

Please view the full Application Pack for further details on how to apply. This role is office based (as above) but with flexible hybrid working. It is expected that the postholder will attend the office once or twice a week. Full time working hours are a minimum of 35 hours per week, normal working hours are 09:00 to 17:00 Monday to Friday although we pride ourselves on having a flexible approach to our working practices and service delivery and are happy to discuss flexible working options, with suitable candidates. 25 days’ annual leave (which will increase by one additional day for each completed year of service up to a maximum of 30 days) plus public and bank holidays. Reasonable adjustments will be offered to all candidates and every stage of the recruitment process.