Digital Marketing Manager

Department: Marketing team: Head of Marketing, Digital Marketing Manager, Marketing Officer, PT Marketing Assistant 
Reports to: Head of Marketing
Working Pattern: Full time
Hours: 40 hours per week with 30 minutes paid lunch break

We operate flexible working hours between 8.00am and 6.00pm

Occasional evening work is required for events.

Salary: £35,000

Purpose of the Role

The Digital Marketing Manager will implement and help develop a new digital marketing strategy, crucial to the ongoing development of ArtsEd’s profile and reputation and the successful delivery of all our programmes.

Understanding the needs of current and prospective students and pupils and their parents, and being able to identify digital plans and initiatives which will enable ArtsEd to meet both the long and short-term needs is a central aspect of the role.

The Digital Marketing Manager will lead in the planning and implementation of digitally creative and customer focused campaigns and will be responsible for the achievement of student and pupil recruitment targets. They will work closely with senior staff and the rest of the Marketing team to deliver highly effective experiences to all stakeholders and potential stakeholders.

The Digital Marketing Manager will be responsible for the continuing development of ArtsEd’s online profile amongst all of our target audiences, including high-level industry connections, potential supporters and the local community, alongside potential students, pupils and parents.

In addition, the Digital Marketing Manager will be responsible for ensuring that ArtsEd’s messaging is consistent, innovative and compelling across all platforms.

Digital Marketing

  • Plan and execute digital marketing, including SEO/SEM, email, social media and display advertising campaigns in collaboration with the wider marketing team.
  • Use digital marketing expertise to create effective user funnels to optimise conversion rates, tracking user behaviour in order to refine processes.
  • Collaborate closely with staff across the organisation to identify storytelling opportunities to ensure a full understanding of ArtsEd’s broad range of target audiences.
  • Set up digital advertising campaigns through Meta, Google Ads and other platforms
  • Utilise excellent graphic design skills to collaborate with the team on the design and delivery of different digital campaigns for all stakeholder groups. This will include mass e-mails, social media posts and digital collateral as required.
  • Instrument conversion points and optimize user funnels.
  • Monitor social media communications (both comments on posts and direct messages) and respond in a timely and appropriate manner.

Design & Brand

  • Be a guardian of the ArtsEd brand, ensuring correct and effective use of our branding and house style both internally and externally.
  • Ensure all digital information is accurate, up to date and relevant.
  • Ensure ArtsEd embraces and celebrates diversity and inclusion through all digital marketing touchpoints.
  • Develop and manage image library including liaising with relevant staff to select images, co-ordinating in-house photography and film requirements, up-dating plasma screen and fulfilling external requests for images.
  • Ensure all touchpoints communicate ArtsEd visual identity. Working with the wider Marketing team to review and implement ArtsEd brand architecture structure on digital platforms

Graphic Design

  • Create print and digital advertising material using Canva or similar software.
  • Design and create in-house digital signage and support the Marketing Officer where needed.
  • Support the print production process, liaising with printers and publications, proof reading and adapting print collateral as required.

Recruitment

  • Lead on the implementation and delivery of a robust digital marketing strategy to optimise student and pupil recruitment across the whole organisation. This will include:
  • Building on existing digital activity to maximise its reach and impact against all of our target audiences, including digital and associated print advertising.
  • Managing an associated  programme of recruitment focused events and activities, both virtual and face-to-face, to raise our profile and to maximise our enquires, registrations, applications and acceptances across all of our activities.
  • Supporting the relevant teams in the delivery of this programme, which will include existing activity e.g. Day School and Sixth Form Open Days, degree audition days and our outreach programme.
  • To programme our email marketing conversion communication using software Mailer Lite/MailChimp
  • Overseeing the production of all marketing collateral.

Social Media

  • Overseeing the planning and delivery of a social media plan that aligns with and enhances all strands of the marketing and communications strategy
  • Create engaging and content drive social media assets.
  • Oversee and a schedule the delivery of day-to-day social media content
  • Work with the marketing officer to Launch as short form video content strategy for all platforms with aligns with the Marketing and organisations strategy.
  • Be the expert in understanding movements regarding social networks ensuring ArtsEd has a presence and brand building content on the right platforms.
  • To have responsibility for all digital advertising, including social paid adverts.

Website

  • Manage through line managed staff all aspects of the ArtsEd website, ensuring that it remains relevant to all users at all times. This will include:-
  • Ensuring factual content is kept up-to-date, imagery and video is regularly refreshed and that the overall site reflects ArtsEd’s unique offer.
  • Identifying opportunities to create and update brand focused content
  • SEO
  • Analytics

Market Analysis/Planning

  • Review and analysis of data to identify competitor tactics, market trends, new opportunities and challenges.
  • Ability to understand different audiences and relevant content to ensure successful conversion rates and enhance the student and stakeholders experience.
  • Explore  new methods for collection of data and how this can be used to improve recruitment processes
  • Complete quarterly digital impact reports
  • Measure and report performance of all digital marketing campaigns and assess against goals (ROI and KPIs).
  • Implement regular surveys of students and staff, collecting quantitative and qualitative material to support marketing and communication campaigns.
  • Stay up to date with the latest trends and best practices in online marketing and measurement.
  • Shape outcome based on data.

Events

  • Work with team on the planning and delivery on a programme of events, including Auditions, Open Evenings and Open Events.

Other

  • Carry out any other duties as reasonably requested.
  • Commitment to equity, inclusion and diversity
  • Line management of direct report