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Digital Acquisition Executive

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Digital Acquisition Executive – Search Engine Marketing, CMO Digital Team

Role Purpose

The Digital Acquisition Executive is a role which is both strategic and operational in supporting the Digital Direct Marketing Manager to lead the UK subsidiary strategy, orchestration and execution of digital marketing programmes which drive not only awareness KPIs where required, but more importantly directly customer acquisition – primarily focused on enterprise product

You will be responsible for managing the relationship with the Media Agency to execute local and global paid search campaigns, as well as supporting net new digital acquisition project across customer audiences and product areas to drive maximum impact of business outcomes (aligned to scorecards and strategic priorities).

The role requires a strong analytical individual with experience in working with media agency and internal stakeholders. It would suit somebody with a passion for developing effective paid digital campaigns that drive incremental revenue opportunities.

The Role

Responsibilities will include:

• Drive operational excellence by owning and managing the execution for paid search elements to

UK’s digital marketing campaigns across ;

Local Paid Search investment aligned to the business’s priorities – with a focus on

 Agreeing and achieving measurable business KPIs with business stakeholders in order to create Local SEM Campaign Brief

 Working with media agency to set up Paid Search campaign structure, keywords, ad copy etc

 Reporting structure and communication cadence to business owner(s) on performance and insight

– ensuring commercial focused conversations on success of SEM investment

 Driving up ROI and identifying local search spend efficiencies with Media agency

o Coordinating and managing the cascade of Global Advertising Paid Search campaigns in UK – with a focus on

 Ensuring achievement of Corporate set KPIs/measurement (where given/prescribed)

 Working with media agency and local stakeholders on reviewing Corp guidance in setting up Paid Search Global Advertising campaign.

 Identifying opportunities to set KPIs and optimise to prove ROI back to the business (where KPIs not given/prescribed)

 Reporting structure and communication cadence to business owner (s) on performance and insight - ensuring commercial focused conversations on success of SEM investment

 Driving up ROI and Globla Advetising spend efficiencies with Media Agency

• Develop a customer/competitor insights strategy with the media agency (e.g. competitor/search trends/customer keyword demand analysis) to support key audience segment/product marketing teams and input into monthly editorial calendar meetings.

• Work closely with MSCOM digital team to ensure a strong connection between our paid media investments and digital destination strategy, centred on scoping out pilot projects e.g. A/B and Multi

Variate Testing along with identifying opportunities to improve site performance and online customer acquisition outcomes.

• Support UK Digital Direct strategy with involvement in wider performance media projects (affiliates, retargeting etc) as well as developing local paid media pilots that increase direct revenue, customer acquisition and website reach across UK’s priority digital destinations and business outcomes.

Skills and experience:

• A passion for Digital Marketing and demonstrated experience of how this can be used to drive measurable business outcomes (customer acquisition and direct revenue)

• Solid understanding of Search Engine Marketing and other Performance Media approaches (affiliates, retargeting etc)

• Experience of working on B2B/B2C SEM campaigns ranging from large $1M+ Global budgets to $100k Local initiatives

• Management of running SEM campaigns with global media agency preferable

• Ability to work within and across multiple teams and with a range of stakeholders in order to deliver on shared goals, liaising between technical, creative and business teams.

• Ability to review, interpret and visually represent data and align it to business objectives.

• Resourcefulness, proactive approach and can-do attitude – must be a self-starter who can identify

opportunities and see them through to completion.

• Sharp eye for detail, and a care / passion for their work.

• Multi-tasker, able to juggle a number of tasks.

• Reliable, and able to deliver against timely deadlines.

• Ability to cope with periods of high pressure whilst retaining a measured and rational approach.

Team/ Department Mission

The UK CMO team is responsible for delivering B2C & B2B marketing programmes in the UK in order to drive key marketing goals to meet our overall business objectives and UK country requirements

The CMO team aspires to best-practice marketing, in pursuit of world-class status – through innovative campaigns, ground-breaking creativity, rigorous results analysis, and thorough consumer

insight. We are a multi-award winning team receiving ongoing recognition from the industry, with a successful track record in innovation & creativity.

The Digital Direct team is part of the wider Digital team within UK. It also encompasses Social Media, Digital Channels and Events, and we work closely together with the Marketing

Communications and CRM teams to build integrated marketing campaigns and deliver ongoing customer communications and relationship programmes across all sectors of the organisation.

We strive to combine digital innovation and marketing best practice in order to deliver on measurable business outcomes.

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