Overview
The Digital Marketing Manager will be responsible for the development and implementation of digital marketing strategies across the MAPD Group brands, aligned with business goals.
They will have overall responsibility and management of all MAPD Group brand websites and social media channels, taking ownership of both the strategy and execution of the digital marketing plan across channels and brands to ensure strong SEO and AEO performance. They will work closely with the Content Marketing Manager, who is responsible for the day-to-day delivery of content and social media plans, and ensure that a consistent variety of engaging content is published regularly to meet the needs of each individual brand.
Oversee campaign planning, execution, and performance across all digital channels. Use analytics tools such as Google Analytics 4, Google Tag Manager, What Converts, Power BI and Matamo, where appropriate, to track website and digital performance across the group.
Supervise the production of engaging content, targeting the relevant audiences in-line with our three communication strategies, ‘Where do I stand?’ ‘What happens next?’ and ‘How else can you help?’ based on the needs of the target audience/client and keyword research. Maximising the reach of this content using various channels such as our website, social media, email and PR to promote these messages and our ethos of ‘making a positive difference’ (MAPD), driving quality enquiries.
Management of any digital agencies hosting brand websites, including paid for advertising (PPC) and any other relevant activity. Managing the relative budgets effectively.
Implement and test key learnings from Conversion Rate Optimisation (CRO) report across key organic search results pages and PPC landing pages, with the aims of improving user journey and experience and improving conversion.
Ensure that our content and websites are either SRA or IPReg (or other relevant regulatory body) compliant.
As part of this role, it will be necessary to spend time, in-person, in the brand offices on a regular basis, to build relationships with key stakeholders of the business and to assist with the delivery of activities to support priority areas of focus.
The Digital Marketing Manager will be proactive in seeking learning opportunities but will also receive ongoing leadership training and support to work effectively and efficiently alongside our promises and priorities. They must stay up to date with emerging digital trends, tools and platforms.
Key Responsibilities:
- Manage and mentor the digital team.
- To be responsible for delivery of the ‘Where do I stand?’ messaging strategy of brands’ customer facing social media activity (including but not limited to X, Facebook, LinkedIn, YouTube), including overseeing delivery and making recommendations to the Content Marketing Manager and Head.
- Oversee the email marketing plan. In conjunction with the Marketing Executive, manage, develop and deliver email communication campaigns to both B2C and B2B audiences, applying the relevant communication strategy; ‘Where do I stand?’, ‘What happens next?’ and ‘How else can you help?’.
- In conjunction with the Content Marketing Manager, manage the content strategy and creation of video and animation content for the relevant brand that promote legal solutions (utilising our three communication strategies) to targeted audiences.
- To generate relevant content for the MAPD Group website/s, optimised for search, and to work with each legal team (in-line with the strategic business objectives) to generate “Where do I stand?” content and other communication strategies where appropriate.
- To respond to business needs and manage updates/edits to the MAPD Group’s websites using the content management systems.
- Analyse and use data from Google (and Matamo), third party enquiry tracking software and other relevant platforms to evaluate performance of relevant content, events, sponsorships and activities to understand return on investment.
- To grow our online community and assist in the generation of online reviews across the MAPD Group’s brand websites and manage responses to clients where necessary.
- To utilise internal communication platforms to share firm wide updates to colleagues.
- To be a guardian of the brand guidelines for the MAPD Group brands, applying them successfully to all online/offline activity, including creating and or maintaining literature, adverts and effective merchandise, and to support sponsorship and events.
- To create engaging, eye-catching visuals using tools such as Canva and Adobe Suite for social media, press, websites and print.
- Build strong relationships with various stakeholders across the brands to ensure their buy in with events, sponsorships and communication strategies and ensure effective participation (including senior leaders, HODs and Boards where necessary).
- To research and generate ideas to enhance brand online presence.
- To monitor and report on competitor online activity, both onsite and offsite.
- Develop and host internal marketing courses to share knowledge with colleagues through the MAPD Academy. This would include in-person, online and pre-recorded training sessions.
- Support Team Managers and Leaders when necessary and keep up to date with business strategies.
- To undertake and support appropriate administration duties where required.
Other responsibilities may include:
- With local brand support, manage the specific objectives of events, in-line with business objectives, including planning, implementation, budget management, liaising with suppliers, external communication, merchandise requirements, set up on the day, hosting, follow-up communications, and ongoing evaluation to determine value.
- Working in conjunction with the marketing team and other relevant agencies, research, prepare and share press releases to generate publicity for the brand, consistently promoting our shared value of MAPD across each piece.
Experience
- Excellent time management, prioritisation, and organisation skills
- Ability to manage multiple stakeholders and understand key relationships
- Ability to manage multiple projects and activities for maximum success
- Understanding of how to write content to perform well in search and AI search (SEO and AEO)
- Experience of website content management systems
- Ability to analyse, interpret and present data for monthly reports
- Understanding of the principles and successful application of social media channels to communicate to our key audiences
- Strong communication and presentation skills
- Confident in meeting people and making new relationships
- Understanding and application of PR strategy, and ability to successfully manage supporting agencies
- Knowledge of developing video content and using creative software
- Excellent attention to detail
- Energy, drive and excellent interpersonal skills
- Creativity
- Trustworthy and responsible
- Commercial awareness
- Show positive role modelling to support personal and individual development
What’s in it for you
- Competitive salary
- Attractive Bonus Scheme
- 25 days holiday (plus bank holidays)
- Referral bonus
- Free Health Cash Plan
- Pension plan
- Death in service benefit
- Employee Assistance Programme
- Hybrid / working from home options
- Unlimited access to training academy courses
Benefits:
- Casual dress
- Company events
- Company pension
- Cycle to work scheme
- Employee discount
- Health & wellbeing programme
- Private medical insurance
- Work from home
Work Location: Hybrid remote in Liverpool L2 3PF
