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Digital Campaign Manager

Reports To: Head of Digital Marketing
Team: Digital Marketing
Location: Reading, UK (Hybrid)
Job-Type: Full Time - Permanent

Purpose of the Role:
We are looking for an experienced and results-driven Digital Campaign Manager to join our Digital Marketing Team. As our Digital Campaign Manager, you will drive and deliver our global digital marketing strategy. You will lead the digital campaign planning process across digital marketing channels and support across all stages, from strategic planning to execution. With a strong understanding of the impact of digital campaigns, the successful candidate will be responsible for the continuous improvement of our digital assets.

This new, exciting role is critical in the planned expansion of our business; the successful candidate will be innovative, passionate, adaptable and a change agent. You will be expected to drive the longer-term strategic priorities whilst maintaining oversight of day-to-day activities. You will be accountable for Primark’s digital marketing campaign planning. You will create strategies that engage prospects and delights customers. Your content will be used to expand our digital footprint and build brand awareness.

Duties & Responsibilities:

• Drive digital marketing campaign planning, using creative assets from brand and marketing and coordinate activity across digital functions
• Plot campaign messages across digital channels, ensuring the best messages reach our customers on the right channels
• Create campaigns that demonstrate tangible ROI; connecting online to offline by driving footfall to store and helping customers plan their store visits.
• Partner closely with the Head of Digital Marketing, Digital Marketing Manager, wider Digital team and other speciality teams to develop a digital marketing calendar that reflects business priorities
• Build and maintain effective communication channels with business leaders and key stakeholder groups. Leverage these relationships to remove barriers that may compromise the successful delivery of outcomes and co-ordinate critical paths for all major campaigns to ensure end-to-end delivery.
• Act as the digital marketing lead on various cross-functional projects, attending steering committees and project meetings, as and when required.
• Oversee the digital marketing calendar and act as the quality controller of digital campaigns. This calendar is the oracle of information for our digital marketing team and should include key launches, collaborations and significant trading and seasonal moments. Ensure all stakeholders are kept updated through regular issuing.
• Rigorously manage and measure all marketing campaigns and tactics, establishing metrics to measure the effectiveness of these campaigns and successfully achieve defined conversion objectives.
• Maintain expert knowledge of industry best practices, new technologies and platform advancements and provide strategically sound recommendations.
• Drive a culture of continuous improvement and learning. Instil a “test and learn” attitude across the team, where we constantly learn and iterate through small-scale tests.
• Take ownership of the planning and execution of digital projects, ensuring timeliness, efficiency and high-quality delivery of results.
• Optimise, forecast and manage budgets working closely with business partners in our Finance department.
• Collaborate with cross-functional teams, such as trading, Buying, Merchandising, Creative and Marketing to create the best digital strategy for the product offering and ensuring all assets are briefed ahead of launch across all channels. Work with the Product Business Partners to understand the Buying & Merchandising (B&M) strategies.
• Work closely with our CRM Manager and Customer Insights Manager to drive and track customer loyalty and feed insights into marketing planning activities.
• Work closely with our Brand team and marketing functions to ensure our brand tone of voice is consistent across all digital interactions.
• Oversee translation of global strategy into local markets; liaise with in country marketing teams on central global campaigns and country specific plans, including sharing best practice, strategies and customer insights
• Co-ordinate with global communications & media agency to drive focus and integration across all workstreams unlocking value back to Primark, continuing to build on the existing partnerships.

Qualities:

• Strong interest in the fashion industry and a passion for the Primark brand.
• Possess in-depth knowledge of both digital marketing best practice and new trends.
• Ability to prioritise tasks in a fast-paced environment; able to deliver solutions in face of unforeseen obstacles and challenging business requirements.
• Expert stakeholder management, influencing and storytelling/communication skills, both verbal and written - able to collaborate and convey complex information in a concise manner to facilitate decision making. Can communicate effectively to audiences of varying levels of seniority.
• Demonstrates a “can do” pro-active approach.
• Able to seamlessly switch between tasks and objectives, from high level strategy to supporting team with day-to-day execution.
• An infectious obsession with customer experience and desire to constantly improve our offer.
• Ability to think creatively and work independently to proactively solve problems.
• Ability to lead, influence and coach others to deliver results driven, high quality work.
• Ability to effectively delegate to wider team and support when required.
• Strong numerical and analytical skills to ensure reporting is fast paced and thorough.
• Work with a variety of external partners to support in triaging and identifying the priorities across the business and workstreams

Skills & Experience:

• 6+ years’ experience in B2C digital marketing at a manager level.
• Advanced knowledge of best practices in B2C marketing automation, demand generation, and rules-based lead nurturing.
• Proven track record of managing multiple complex projects/priorities at once; including design and execution of end-to-end digital marketing campaigns within the ecommerce / retail space.
• Challenges the status quo and applies lessons learned to enhance future ways of working.
• Experience leading and developing a campaign marketing team with proven success.
• Developed and managed digital marketing strategies across biddable technologies, paid media, social media, SEO and affiliate marketing.
• Distinctive problem-solving skills with the ability to remove roadblocks and ensure progress on key decisions enabling the businesses strategic vision.
• Ability to see the bigger picture and understands the outcomes and quality that are valued by stakeholders.
• Developed and managed performance and paid strategies both centrally and internationally, working with local teams and agencies where required.
• Demonstrable commercial acumen with experience tracking ROI of campaigns.
• Experienced in analysing marketing campaigns and presenting findings and strategies to senior executives.
• Managed and built strong relationships with range of external agencies.
• Managed and developed a digital marketing team, including through periods of significant change and expansion.