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South Western Railway is committed to equal opportunities employment, and your application will be reviewed by the hiring panel with personal information removed. In order to assist this process please ensure that any attachments such as CV's or covering letter have personal details removed (this includes your name, address and email address). Any other attachments such as professional qualifications can be left unedited. Applications not following this guidance may be rejected.

Main Purpose

The digital marketing specialist - manager will be responsible for the day to day running of the digital acquisition programme and supporting the wider digital team where applicable.

• The day-to-day running of the SEO, PPC, display, and paid social channels including but not restricted to Facebook & Instagram
• Drive users and customers to the SWR website to ultimately present users to convert into customers via sales and data capture opportunities
• Continuous channel improvements with a demonstratable return on investment
• Input into the website development programme and testing support
• Supporting the activity related to the CDP and utilising relevant and available data in line with the specified channels (PPC/affiliates/display/paid social)
• Support the senior digital manager with a range of activities including but not limited to: personalisation programme, website user testing implementation,
• Work with the wider marketing team (and other business functions where required) to ensure that the brand, promotions and advertising throughout digital channels supports plans and targets.
• Supporting the team on the CMS for content uploads/amends
• Reporting: ensure appropriate setting and tracking of activity and Working with agencies to optimise results for the digital sales channels and providing regular reporting (weekly, periodically, quarterly and annual) for activity being run.
• Support the digital function with ad-hoc requests from across the business
• Work with various agencies including but limited to: SEO, PPC, paid social and display, app store advertising and content
• Admin tasks primarily finance based - raising of POs, tracking suppliers invoices and keeping budget on track
• Any tasks as required from time to time to support the delivery of our business objectives'

Principal Accountabilities

• Deliver a plan that focuses on the continual improvement of the customer acquisition channel with a focus on efficient volume growth
• Work with the Senior Digital Manager, the CRM & Loyalty Manager, partnerships and the campaigns team to ensure that the brand and promotional activity throughout specified digital channels supports their plans and targets.
• Work with the digital team for:
• UX improvements to support the conversion funnel e.g. landing page optimisations for PPC traffic
• Briefing the content executive for activity to support SEO opportunities
• Ad-hoc requests
• Ensure compliance with all applicable legal and best practice standards
• Keep up to date with changes and advances in the digital ecosystem – new and improved technologies, advising on new channels and approaches to adopt.
• Monitor the success of the activity across channels to ensure good quality weekly, rail period/monthly reporting for all major customer and commercial metrics, goal tracking, revenue tracking and evaluating the success to influence future strategy.

As with the rest of the Marketing team act as a brand guardian in terms of look and feel of assets, tone of voice of copy.

Minimum Requirements

Education

• Degree educated ideally with a minimum of a 2:1 in a related subject such as Marketing or English.
• May have advanced diploma and/or technical qualification

Job Specific Knowledge & Skills

• Previous experience working in a similar communications or community role, ideally from a B2C organisation in the travel, leisure, or retail industries.
• Passionate and articulate with the ability to proactively lead a customer acquisition programme
• Excellent written and spoken communication skills are essential.
• Self-motivated, pro-active and team orientated.
• Excellent organisational skills, with the ability to deliver against plans and targets
• Must be customer focussed balanced with strong commercial acumen.
• A strong relationship builder with internal colleagues and external stakeholders, ensuring collaboration and business partnering.
• Good knowledge of website frameworks and CMS platforms ideally Sitecore
• Experienced with workflow tools – JIRA, Trello and others
• Experienced with using digital tracking tools and providing insights, performance data and analysis back to the business including but not limited to Google Analytics
• A cutting-edge interest in the digital environment including numerous platforms, tools and techniques, keeping abreast with the fast-changing nature of these and ensuring that new opportunities are realised.
• Brand ambassador who cares about brand integrity and who can actively use the brand guidelines.

Working Pattern

Working an average of 37 hours per week over 5 days

Standard office hours, Monday - Friday

In return we offer a competitive salary and a variety of valuable benefits including free duty and leisure travel on SWR services for employee, free leisure travel for spouse/partner and dependants (criteria dependant), 75% discount on many other train operating companies, a range of retail benefits and an excellent pension scheme.

Please note applicants who require a visa, must have at least 6 months remaining at the time of their appointment.

At SWR we believe our people are our greatest asset.

Our vision is to recruit and retain the best talent from the most diverse pool of candidates across our regions.

We are committed to establishing a sense of inclusion for all and to value each person for the unique contribution they bring.