Digital Marketing Manager II

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About Blackhawk Network

At Blackhawk Network (BHN), we're shaping the future of branded payments - powering reward, incentive, and loyalty solutions across 28 countries and 400,000+ consumer touchpoints. From digital gift cards and eGifts to global employee rewards and customer acquisition tools, our platforms deliver meaningful value to clients and their customers alike. Learn more at BHN.com

Overview

• Contract Type: Permanent
• Workplace: Hybrid - 2 days in office per week
• Hours: 35 hours per week
• Reports to: Senior Manager, Digital Marketing EMEA

The Digital Marketing Manager EMEA is responsible for leading B2B performance marketing (SEM, SEO and CRO) across all EMEA markets and lines of business. This is a purely B2B-focused role, sitting within a wider performance marketing function that also covers D2C, led by the Senior Manager, Digital Marketing EMEA. This is a highly technical and data-driven role operating within a fast-paced, matrixed global and regional structure. Success requires outstanding collaboration skills across regional and global marketing, commercial stakeholders and product teams, as well as a deep understanding of the specific needs of different markets and business lines.

As Digital Marketing Manager, you'll lead the development of region-wide B2B digital marketing strategies to drive brand awareness, generate leads, improve conversion and increase revenue - all aligned to our strategic company and regional goals. A critical part of this role is translating performance data into commercially relevant insights and presenting results in a way that resonates with senior commercial stakeholders. Reporting to the Senior Manager, Digital Marketing EMEA, you'll draw on your passion and expertise in digital marketing to continuously improve our B2B digital performance and deliver measurable commercial results.

Responsibilities

• Formulate comprehensive B2B digital marketing strategies across different EMEA markets and lines of business that align with commercial goals, drive brand awareness, generate online traffic and customer acquisition, with a focus on performance-based outcomes including CPL, CPA.
• Own the pan-region B2B performance marketing strategy including PPC, Search, Discovery, Paid Social and Affiliates.
• Manage and optimise performance budgets efficiently to maximise results and achieve targets including impression share, leads, cost per lead and quality scores.
• Manage the adoption and application of LLM and AI-powered tools across the B2B performance marketing mix, driving strategies and plans in content generation, keyword strategy, audience targeting and campaign optimisation.
• Manage pan-region SEO, both owned and earned, including keyword planning, and support the wider team on content.
• Manage external vendors and agencies, building strong relationships and ensuring effective execution, optimisation and ROI.
• Direct the paid agency in optimising keyword bidding, LinkedIn and Display strategies, and identify search and competitive trends and opportunities to expand share.
• Manage keyword lists and the implementation of negative keywords.
• Manage creative and ad copy based on performance, identify areas to improve relevancy and work with the relevant teams to execute.
• Own conversion rate optimisation (CRO) for the B2B digital estate, working in close partnership with Product to identify and test improvements to landing pages, user journeys and sign-up flows.
• Define and manage a structured A/B testing programme to continuously improve conversion performance.
• Take accountability for digital tracking and attribution integrity: ensure correct attribution set-up is maintained across all B2B channels, monitor for drops or anomalies in tracking performance, and work with relevant teams to resolve issues promptly.
• Analyse, report and communicate funnel performance results for both assisted sell and self-serve / sign-up sales channels in a clear, commercially relevant way.
• Present findings and recommendations to senior commercial stakeholders, translating marketing metrics into business outcomes.
• Pivot approaches when necessary in response to learnings.
• Audit competitor brands to educate and inspire the Creative and marketing teams.
• Work with cross-functional teams to provide input on messaging, targeting and customer journey planning.
• Stay abreast of digital and performance marketing industry trends and the competitive landscape to identify opportunities for innovation.
• Ensure all digital marketing activity is compliant with business, legal, compliance, privacy and regulatory requirements.

Qualifications

• Bachelor's degree in Marketing, Business, or a related field.
• 5+ years of experience in B2B digital marketing, with a proven track record of delivering commercial results.
• Expert-level knowledge of SEM, Paid Social and SEO strategy, tactics and execution, with proven CRO experience.
• A mix of agency and in-house experience is desirable.
• Highly conversant with Google Analytics, Google Ads, and other digital marketing tools; experience with tag management and attribution platforms (e.g. Google Tag Manager) required.
• Demonstrated ability to ensure tracking and attribution integrity across complex multi-channel environments.
• Proven ability to translate business priorities, insight and analysis into performance marketing strategies and present them persuasively to senior commercial stakeholders.
• Comfortable working in a fast-paced, matrixed global and regional organisation, managing multiple priorities across markets and lines of business.
• Strong analytical and problem-solving skills.
• Excellent written and verbal communication skills, with the ability to translate technical marketing data into commercial language.
• Passion for digital marketing and a desire to stay ahead of the curve.
• Strong attention to detail with the ability to work to tight deadlines and KPIs.

Benefits

• Work-Life Balance: 25 days annual leave, birthday time off, and volunteering leave.