What makes the perfect pub? It’s great ales, delicious food, a welcoming atmosphere, and the warm welcome from a team that’s at the heart of everything we do.
The Inn Collection Group is a multi-award-winning pubs with rooms company, proudly located in some of the most outstanding destinations across the North of England and Wales. At ICG, we deliver exceptional hospitality by living and breathing our core values of respect, customer focused, warmth, and honesty, all with the goal of Making People Happy.
How we say thank you!
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Celebrate your birthday with an extra paid holiday.
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Build your future with training and development
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Enjoy 50% off food at any of our Inns
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Relax with a stay at any of our Inns during January, February, and March for just £1.
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Take advantage of the chance to explore our beautiful locations, with 1/3 off room bookings all year round.
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Experience a spontaneous trip away with £50 on same day bookings
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It’s not just for you—your loved ones can enjoy 15% off bed and breakfast too!
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24/7 confidential support is always there when you need it with our Employee Assistance Programme
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Contribute to a company that gives back through our Give-inn back scheme
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Join an award-winning team recognised as the Best Pub Employer at the Publican Awards.
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Enjoy the convenience of free on-site parking
Enjoy flexible hybrid working, with three days in the office and the option to work from home.
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Rooted in the North, our support hub at Quorum Business Park in Newcastle serves as a central space where all our departments come together to collaborate and innovate. Located in a thriving business community, it reflects our strong connection to the region while providing a modern, dynamic environment to drive our collective success.
You'll Fit Right Inn
The Inn Collection Group is a rapidly expanding, award-winning hospitality business with a growing portfolio of inns across the North of England and Wales. We are seeking a commercially focused Digital and Performance Marketing Manager to accelerate profitable growth and maximise the return from our digital marketing investment.
The role will own performance across the full digital customer funnel, connecting paid, owned and organic channels with customer insight, digital platforms, marketing technology and conversion optimisation. With responsibility for driving direct revenue, improving customer acquisition efficiency and increasing customer lifetime value, the postholder will use data and analytics to translate business objectives into measurable marketing outcomes.
Working collaboratively across Marketing, Revenue, Finance, E-commerce and Operations, the successful candidate will develop and deliver data-led strategies, optimise digital investment and identify new opportunities for growth. They will combine strategic commercial thinking with strong technical and performance expertise, ensuring our digital platforms and marketing activity deliver an exceptional customer experience and sustainable ROI.
Key Accountabilities & Responsibilities
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Develop and lead the long-term digital growth and performance marketing strategy, connecting paid, owned and organic channels to drive customer acquisition, direct revenue and profitable growth.
- Lead and manage the performance marketing agency, setting clear objectives and providing strategic direction across all digital channels. Oversee the planning, delivery and optimisation of paid search, paid social, display, programmatic, affiliate, SEO and emerging channel activity to drive customer acquisition, direct revenue and ROI.
- Own the commercial performance of the digital marketing ecosystem, ensuring activity has clear objectives, measurable outcomes and strong ROI accountability.
- Manage multi-channel digital marketing budgets and investment, optimising spend to improve customer acquisition efficiency, maximise return on advertising spend and achieve agreed revenue targets.
- Own the end-to-end digital customer funnel, from awareness and acquisition through to website engagement, booking conversion, retention and customer lifetime value.
- Act as the strategic product owner for the website and wider digital platforms, setting the roadmap and prioritising investment to improve user experience, performance, accessibility, content and conversion.
- Lead website development, architecture and transformation projects, ensuring platforms are scalable, customer-focused and aligned with future business growth.
- Drive continuous conversion rate optimisation across the website and booking journey, using customer insight, behavioural data, user research, A/B testing and experimentation to improve conversion and reduce customer friction.
- Develop a strong test-and-learn culture across digital activity, using insight and experimentation to improve creative, targeting, customer experience and commercial performance.
- Use customer data, analytics and insight to identify growth opportunities and improve audience segmentation, targeting, personalisation and media efficiency.
- Lead the development and optimisation of marketing automation and digital customer journeys, supporting customer engagement, conversion, retention and repeat revenue.
- Set and manage the digital performance framework across paid, owned and organic channels, monitoring key measures including traffic, conversion, revenue, ROI/ROAS, customer acquisition cost and customer lifetime value.
- Identify, evaluate and test new digital channels, platforms, technologies and advertising opportunities to support future growth and maintain competitive advantage.
- Translate complex performance data into clear, commercially focused insight and recommendations, enabling senior stakeholders to make informed decisions and prioritise investment effectively.
- Develop and maintain clear digital performance reporting through platforms such as Looker Studio, connecting channel activity to commercial outcomes and highlighting risks, opportunities and future priorities.
- Stay ahead of changes in customer behaviour, digital marketing, AI, search and advertising technology, applying relevant innovation to improve performance, efficiency and competitive advantage.
Key Skills, Experience & Behaviours
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Strategic and commercially minded
- Strong attention to detail
- Data-driven, with the ability to turn insight into clear actions
- Results focused, with a strong understanding of revenue, ROI, conversion and customer acquisition
- Experienced in campaign, channel and full-funnel performance analysis
- Strong knowledge of Google Analytics, Looker Studio and digital reporting
- Confident using AI tools to improve efficiency, analysis and decision-making
- Proactive and self-motivated, with the ability to work independently
- Curious, open-minded and solutions focused
- Strong analytical and problem-solving skills
- Excellent communication skills, with the ability to simplify complex data and performance insights
- Able to identify and develop new digital growth opportunities
- Strong understanding of SEO and emerging Generative Engine Optimisation (GEO)
- Keeps up to date with changing search behaviour, AI platforms and digital marketing trends
Essential Requirements
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Degree in Marketing, Digital Marketing, Business or a related field, or equivalent experience
- Minimum five years’ experience in digital or performance marketing
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Strong experience in paid media, customer acquisition and performance marketing
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Experience planning, managing and optimising multi-channel digital campaigns
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Experience managing digital marketing budgets and delivering measurable ROI
- Strong knowledge of Google Analytics and digital reporting tools
- Ability to analyse complex data and turn findings into clear actions and recommendations
- Experience with website content management systems (CMS)
- Strong understanding of website performance, customer journeys and conversion optimisation
- Experience working with digital platforms, customer data and marketing technology
- Familiarity with mobile app platforms and technologies
- Strong project management and organisational skills
- Excellent communication and stakeholder management skills
- Experience working collaboratively across Marketing, Revenue, Finance, Technology and Operations
- Understanding of customer data, data quality and digital data governance
- Ability to work closely with Data and Technology teams to support a connected, customer-focused digital ecosystem
Desirable
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Experience in hospitality, leisure, travel or another multi-site consumer business
- Experience working within agile development environments
- Knowledge of UK GDPR, data privacy and digital security
- Experience with SEO, GEO and AI-powered search
- Experience with attribution, customer journey analysis or advanced analytics
- Experience testing new digital channels, technologies or AI tools
