Digital and Performance Marketing Manager FTC

Type: Remote with travel required to our Office in Manchester

Hours: Full Time / Monday to Friday / 9.00am - 5.30pm / Parking Available

Contract for 12 months

Salary: circa £45k + DOE

This role is hybrid with a requirement to work in the Manchester Office 1-2 days per week.

Marketing and Communications Team

The Marketing and communications teams are responsible for driving income growth and reputation enhancement for Bright Horizons through the delivery of sector leading strategy and plans to position our institution at the forefront of the minds of parents, working professionals, employers, stakeholders, influencers, and local government partners. Our vision is to deliver sector leading brand experiences, communications, and engagement across a broad range of touchpoints and channels for all our business verticals. Customer first and digitally enhanced being our primary drivers – we strive to deliver proactive, personalised, warm, relevant, and memorable experiences, underpinned by insight, driven by data and our Bright Horizons growth strategy.

Digital and Performance Marketing Team

Our focus is to integrate, improve, personalise experiences across our website, social media channels, lead generation campaigns, CRM technology and key institutional applications. We want to develop and steer the enabling technology to respond to our customer needs, and equally enhance business effectiveness and impact on profit margins.

The Role

Your role is to help us continuously evolve our digital performance – across channels, drive innovation, integration, build integrated reporting and drive ongoing and strategic improvement and innovation projects. This role is highly operational, requiring the combination of technical acumen, curiosity, and the understanding of ROI reporting, to enable greater efficiency.

Key Accountabilities

• External Communication and lead generation campaigns management and reporting
• Work closely with and develop excellent stakeholder relationships with Marketing Audience owners (Consumer, Corporate, Corporate Client Employees and Staff Recruitment and Channel owners, e.g., Social/Content/Contact Centre) to understand their needs and objectives.
• Manage the tracking and measurement processes of all digitally enabled marketing campaigns, further automating where possible.
• Identify key operational KPIs for ongoing activity, connect with relevant external agencies and internal reporting tools and platforms to ensure we have the right reporting tools to review and further develop a cohesive framework of dashboards.
• Develop a detailed understanding of the interfaces between the Bright Horizons website, back-end databases, identifying reporting issues as they arise and escalate for resolution with the appropriate in-house IT or agency experts.
• Regularly review performance KPIs by channel, bring to life the story behind the numbers & working with channel owners to drive improvements and efficiencies.
• Perform “deep dives” for any identified areas of concern, interest, or opportunity, proactively proposing solutions and ‘test and learn’ opportunities.
• Keep abreast of short- and long-term trends across the macro-environment, user behaviour, competitor landscape etc. and demonstrate how they influence performance & strategy.

Websites and Third-Party Engines Performance Metrics Framework

• Work closely with the web team and systems developers, both outsourced and in-house to understand their needs and objectives.
• Develop a website KPI framework, establish automated data feeds to monitor performance of key sections of our website, related to both paid and organic activity.
• Help to establish an SEO and SEM reporting framework, including third party aggregators of market information, driving improvements that increase traffic to our sites.
• Monitor and advise upon search engine rankings and suggest ways of improving results.
• Utilise approved web metrics packages to provide regular reports and advice to content owners, enabling them to evaluate and improve upon the effectiveness of their content and marketing campaigns.
• Provide ongoing recommendations for the web and digital team with the aim to achieve optimal balance between organic and paid lead generation to meet business objectives.
• Work with the Insights team to regularly evaluate effectiveness of the website for target audiences and performance in relation to competitors, using the most up-to-date evaluation and research techniques.

Essential Experience and Abilities

• The successful candidate will have strong analytical and presentational skills and enjoy working in an environment that is constantly changing.
• You will be proficient with analytics and data management and the ability to work with complex data sets in Excel.
• A high-level understanding of digital media, in particular SEO, Paid Search, Social Media, Email & Affiliate, and some experience of working in a commercial ownership role or a marketing team is required.
• Experience of managing a marketing technology infrastructure to support the wider strategy and plans of a marketing and/or communications team.
• Experience in inspiring, motivating and organising a wide range of internal stakeholders (e.g., range of operational and administrative staff) as well as external suppliers and contractors.
• Experience of and qualifications in using web analytics and reporting tools to drive content and information architecture.
• Understanding of CMS and CRM systems and Social Media.
• Highly organised with excellent verbal and written presentation skills and able to overcome time and resource pressures to complete business critical projects against fixed timescales.
• Demonstrable experience of utilising new digital technologies as marketing communications tools.

Professional Experience of the following:

• Content Management Systems, ideally open source
• Web Analytics
• Search Engine Optimisation
• External Supplier Management
• Information Architecture
• Metadata

Specific Experience and Qualifications Desirable:

• Experience and expertise in using SiteCore CMS and its corporate suite.
• Experience of working with MS Dynamics CRM.
• Degree in Marketing, IT, computer science or other relevant discipline.
• Google certification.

Bright Horizons are committed to creating inclusive environments where everyone has a sense of belonging and has the opportunity to contribute and thrive in meaningful and impactful ways. We are an inclusive employer and welcome people from all backgrounds to apply. We will consider reasonable adjustments required by applicants. If you share our passion, values, and have most of the skills listed, we encourage you to apply – as you may be just what we are looking for!

Please note, due to our sector all roles are subject to an Enhanced DBS. Some of our roles require specific qualifications by law, this will be highlighted as essential within the advert.