Digital Marketing Manager

Forestry England

At Forestry England we care for more land and trees than any other organisation in England. From small woodlands on the fringes of towns and cities, to vast areas like the ancient New Forest, for over 100 years we have been growing, shaping and caring for the nation's forests.

The scale of what we do puts us in a unique position to tackle some of today's big issues. We are at the forefront of the climate crisis, using the latest scientific research to plan and plant forests which will survive in a changing climate.

We are the largest provider of outdoor recreation in the country with over 363 million visits last year - providing spaces for people to boost their health/wellbeing.

We supply England's largest amount of sustainably-sourced timber, and we conserve thousands of plant and animal species, increasing the biodiversity of our landscapes.

The role

This is a great opportunity to join an organisation ambitious about using digital channels to encourage people to enjoy and support England's beautiful forests.

We are looking for a confident and experienced digital marketing manager to lead the strategic growth of our digital marketing channels. These channels drive significant brand awareness and support for Forestry England, and the digital marketing manager is key to delivering this ongoing success.

You will lead on digital marketing strategies that focus on engagement or income generation and use your experience and expertise to evaluate activity and outline directions for future growth.

You will work with colleagues and agencies to create first-class digital and social campaigns, and support three content creators to successfully deliver content and shape each channel.

You will be comfortable sharing your expertise and working collaboratively towards shared goals, while maintaining the quality of the digital experience offered by Forestry England across all digital channels.

Looking forward, Forestry England is developing new ways to connect with our audiences by introducing marketing automation technology. This strategic move will allow us to increase engagement through smarter use of data and targeted messaging. As the digital marketing lead, you will be willing to adopt to this exciting opportunity and work collaboratively to maximise its potential when added to our existing digital marketing mix.

Finally, as part of a busy digital team, you will manage a small team of content creators, supporting them to reach their potential professionally and to achieve Forestry England's strategic marketing goals.

Job description

1. Drive significant growth in awareness and engagement on our digital marketing platforms through storytelling, campaign management, use of data and evaluation.
2. Lead the direction of Forestry England's digital marketing, focusing on adopting new approaches and developing long-term growth and engagement.
3. Lead the growth of our social media channels, identifying new opportunities for development, and managing issues as they arise.
4. Drive forwards Forestry England's digital advertising activity, working collaboratively with an agency to deliver long term success.
5. Ensure the delivery of high-quality, engaging digital marketing content which creates a positive connection and adds value to the brand.
6. Support the delivery of Forestry England's wider marketing, communication and commercial objectives.
7. Manage resources, including creative assets, paid-for tools and digital property.
8. Evaluate digital marketing activity to improve business performance, keeping a marketing dashboard updated.
9. Promote digital marketing skills capability across the communications function by delivering learning and development opportunities, and by championing a collaborative approach.
10. Lead the digital marketing function and managing a small team of content creators.

Direct reports: 3

Budget: GBP up to 200K

Person specification

Essential:

• Experience of creating digital marketing and advertising strategies, across multiple channels, which support the delivery of marketing objectives.
• Good experience of using data and Google analytics to target audiences, create relevant content and evaluate campaigns.
• Experience of introducing personalisation or automation using enterprise level email tools (Marketing Cloud preferred).
• Experience of applying a test, learn and refine approach to drive continual improvement and identifying potential growth strategies.
• Good experience of successfully growing social media channels for corporate use.
• Experience of managing data and databases and of GDPR.
• Excellent writing and editing skills.
• Ability to build relationships and manage stakeholders across the organisation.
• Experience of supporting colleagues and working collaboratively to achieve shared goals.
• Line management experience and experience of supporting others to achieve success.

Desirable:

• Team leadership experience.
• Degree and or professional qualification, such as CIM level 6 in digital marketing.