Group Digital Marketing Executive

Overview

Peoples Ford are the largest independently owned retailer of Ford vehicles in Europe. We have recently enjoyed some of the most successful trading in our 38 year history and we are looking to build on this.

Digital is transforming the way we do business. From our website, social channels, digital marketing and the retail store experience – this role will help us re-imagine how technology connects with and motivates consumers. This is an outstanding opportunity for a creative, passionate and driven self starter to make their mark on an already successful digital strategy. We’re a growing digital commerce business and we need you to help us drive the brand forward with a relentless spurge of inspiration, innovation and experimentation.

The role

An exciting opportunity has arisen for an experienced Digital Marketing Executive to join the Peoples Ford team based in our Edinburgh Dealership. This role will be part of and contribute to an exhilarating, high energy, high performing environment with people who have a passion for creating meaningful connections between consumers and the Peoples Ford brand. We are seeking an experienced digital individual. We want someone who will bring skills and passion to a challenging and constantly evolving journey. We are looking for a high performer to support and drive forward the development of the Peoples Ford digital channels and content including www.peoplesford.co.uk, paid digital advertising and email. The main purpose of this role is to drive sales by optimising digital marketing channels through a clear ROI focus and understanding of audience growth.

Key responsibilities

1. Accountability for web performance and development, ecommerce sales and promotional strategy. You will be responsible for web KPIs, ecommerce sales figures, merchandising of products and optimising customer journey to improve conversion rates and KPIs.
2. Web & E-commerce
3. Help define and implement the eCommerce strategy into an effective commercial plan that trades the online business for growth and profit.
4. Own the relationship between our website agency and design partners.
5. Own web and digital innovation. Continually drive & implement new initiatives and ongoing improvements to support commercial objectives – including the development of our conversational strategy.
6. Own the design, delivery & maintenance of the websites.
7. Take full responsibility for getting new products, offers, news & events listed across all websites.
8. Carry out the reporting and analytics for campaigns & ongoing digital activities using Google Analytics, agency reports and other tools. Manage and act upon ongoing analysis.

Digital Marketing

1. Own and deliver the ‘Go-To Market’ Acquisition strategy across the Group. This breaks down into two key elements:

i. Demand Generation: Increase sales traffic/lead generation across Peoples Ford direct channels (online)
ii. Sales Conversion: Improve lead quality and conversion rates through the use of data-driven insights. Improvement initiatives will include but not be limited to messaging/proposition design and targeted campaign activity.

2. Deliver the paid media marketing activity with a focus on paid search & display (native & video).
3. Work alongside our agency PPC team and display ad partner to deliver exceptional channel performance against strategic business and commercial objectives.
4. Measure, evaluate and report performance of all digital marketing strategies and campaigns, assess against goals/KPIs and then act on the information.

Email

1. Develop an email strategy to deliver an optimised and growing customer lifetime value and have responsibility for all associated KPIs.
2. Ongoing planning, management and analysing the results of email marketing campaigns alongside colleagues and external partners.
3. Email campaign set up, scheduling, testing, tagging and deployment of one-time, recurring, triggered and dynamic content driven campaigns.

General

We are a digital and social first business. However, this role will also roll their sleeves up and support general marketing requests. Therefore, in addition to a positive/get-stuck-in attitude, any general marketing experience in event management and print production will be advantageous.

Essential skills and experience

1. Demonstrable understanding of the wider Digital Marketing Landscape (Affiliate, SEO, Paid Social and Programmatic channels).
2. Comprehension of online advertising tools (Google Ads/Google Analytics/Google Tag Manager).
3. Hands on experience working within SEO/PPC digital channels.
4. Understanding of Ad word scripts/product feed manipulation and Bid strategies.
5. Experience working with web analytics packages; Google Analytics, Omniture, Webtrends, Webmaster Tools.
6. Ability to deliver SEO analysis and insight along with post campaign analysis.
7. Experience of managing external agencies and reviewing, managing and monitoring deliverables.
8. Experience of managing a website in a large, fast moving organisation.
9. Knowledge of web design/web development.
10. A creative eye for copy, video and design along with a proven track record of creating engaging visual content.

The person

1. We are looking for someone with a passion for all things digital and a sharp understanding of contemporary culture.
2. Ceaseless curiosity and bravery will be appreciated. We challenge ourselves to try things out, take risks and question everything.
3. Highly numerate and organised as well as being commercially aware.
4. Be open, outgoing, positive and friendly.

Travel

This role is currently working from home due to current restrictions. However, it will normally be based at our Edinburgh FordStore within the Group Marketing Team. The role has geographical responsibility for the Group and will be required to travel to all Group locations in Scotland and Liverpool.

In return

1. Salary and OTE dependant on experience
2. Company car
3. 30 days annual leave – plus the option to buy an additional week
4. Discounts on company products and services
5. Pension scheme
6. Discounted shopping portal with discounts at over 1000 retailers