ROLE DESCRIPTION
This role would suit someone who enjoys the analytical, performance-driven side of digital marketing and wants to develop their expertise in paid media, search engine optimisation, answer engine optimisation and digital lead generation within a technical B2B environment.
Reporting to the Marketing Manager, the Digital Marketing Executive will support Pickering’s online growth by helping to plan, deliver, monitor and optimise digital activity across paid advertising, organic search, website performance, landing pages, email campaigns and analytics.
The role will focus on improving the quality and volume of online enquiries, increasing search visibility, supporting paid campaign performance and helping Pickering’s content appear effectively across both traditional search engines and emerging AI-led search platforms. This is a hands-on role involving tools such as Google Ads, Google Analytics, Google Search Console, HubSpot, WordPress and social media advertising platforms.
DUTIES AND KEY RESPONSIBILITIES:
Paid Media and Campaign Performance
- Help plan, build, monitor and optimise paid advertising campaigns across platforms such as Google Ads and LinkedIn Ads.
- Review paid search performance, including keywords, ad copy, landing pages, budgets, conversions and return on investment.
- Identify opportunities to improve campaign performance, reduce wasted spend and increase the quality of leads generated.
- Support digital campaigns designed to improve brand visibility, generate qualified enquiries and promote Pickering’s products, applications and technical content.
- Maintain digital advertising schedules, campaign records and performance reports.
SEO, AEO and Search Visibility
- Support SEO activity across Pickering’s websites, including metadata, page structure, internal linking, indexing, redirects, page speed and search performance.
- Help improve website content and structure to support SEO, user experience, lead generation and answer engine optimisation.
- Research AEO opportunities to help Pickering content perform well in featured snippets, AI-led search results, search summaries and other answer-led platforms.
- Monitor search performance using tools such as Google Search Console and Google Analytics.
- Identify opportunities to improve rankings, visibility, click-through rates and the discoverability of Pickering’s technical content.
- Monitor competitor digital activity, including search visibility, paid advertising, website content and online campaigns.
Website, Landing Pages and Content Optimisation
- Create, update and optimise landing pages for advertising campaigns, product launches, application guides and lead generation activity.
- Update website content through the CMS, ensuring pages are accurate, optimised and aligned with campaign objectives.
- Work with internal teams to ensure digital content is technically accurate, clearly written and appropriate for Pickering’s B2B audiences.
- Support improvements to website structure, content journeys and calls to action to help convert visitors into enquiries.
- Help maintain consistency of messaging across paid campaigns, website pages, email campaigns and social media activity.
Analytics, Reporting and Continuous Improvement
- Monitor and report on campaign and website performance using Google Ads, Google Analytics, Google Search Console, HubSpot and other relevant tools.
- Analyse digital campaign data and make practical recommendations to improve performance.
- Track key metrics such as traffic, conversions, cost per lead, engagement, search visibility, landing page performance and email campaign results.
- Support regular reporting to the Marketing Manager and wider team.
- Use testing, analysis and optimisation to help improve digital marketing effectiveness over time.
Email and Social Media Support
- Create targeted email campaigns, including copy, segmentation, scheduling, reporting and performance analysis.
- Build and schedule digital content across Pickering’s social media platforms, particularly LinkedIn, Facebook and YouTube.
- Support the promotion of product launches, application content, technical articles, events and campaigns across digital channels.
- Ensure all digital communications are accurate, on brand and aligned with campaign objectives.
Collaboration and Product Knowledge
- Work with internal teams and digital partners to ensure digital content is accurate, technically appropriate and delivered to a high standard.
- Develop a strong understanding of Pickering’s product catalogue, technical terminology, applications and B2B markets.
- Keep up to date with changes in paid media, SEO, AI search, analytics, digital advertising and B2B lead generation.
PERSON SPECIFICATION:
Education and Qualifications
- Ideally a degree in marketing, digital marketing, business, communications or a related discipline.
- Equivalent relevant experience will also be considered.
- Additional training or certifications in Google Ads, Google Analytics, SEO, HubSpot or digital marketing would be beneficial.
Essential Experience
- Previous experience in a digital marketing role.
- Experience managing or supporting paid advertising campaigns, particularly Google Ads.
- Knowledge of PPC, paid search, paid social and campaign optimisation.
- Experience using Google Analytics and Google Search Console.
- Understanding of SEO principles and how website content, structure and performance influence search visibility.
- Experience using a content management system, preferably WordPress.
- Experience creating, editing or optimising website content.
- Experience reviewing campaign data and making recommendations for improvement.
Desirable Experience
- Experience with LinkedIn Ads or other paid social platforms.
- Experience using HubSpot or a similar CRM or marketing automation platform.
- Knowledge of technical SEO, including indexing, redirects, metadata, page speed and site structure.
- Understanding of AEO, AI search, featured snippets or changing search behaviour.
- Experience in B2B marketing, technical marketing, manufacturing or engineering-led environments.
- Experience creating landing pages for lead generation.
- Experience with Adobe Suite, particularly Photoshop and InDesign.
Key Skills and Attributes
- Strong analytical skills, with the ability to interpret campaign data and identify practical improvements.
- Good understanding of how paid advertising, SEO, landing pages, email campaigns and website content work together to generate leads.
- Strong written and verbal communication skills.
- High attention to detail, ensuring all digital content and communications are accurate.
- Confident working with digital marketing platforms, analytics tools and content management systems.
- Good organisational and time management skills, with the ability to manage multiple campaigns and deadlines.
- Interest in improving digital marketing performance through testing, analysis and optimisation.
- Willingness to learn about Pickering’s products, technical terminology and B2B markets.
- Proactive, curious and comfortable working with both creative content and performance data.
- Proficient in MS Office, including Word, PowerPoint, Excel and Outlook.
What Success Looks Like
Success in this role will be measured by improvements in paid campaign performance, qualified lead generation, search visibility, landing page effectiveness, website engagement, email campaign results and the quality of digital reporting.
The successful candidate will help Pickering improve how customers discover, understand and enquire about its products online, while supporting the continued development of the company’s paid media, SEO and AEO capabilities.
Pay: £30,000.00-£40,000.00 per year
Benefits:
- Casual dress
- Company events
- Company pension
- Free parking
- Gym membership
- Health & wellbeing programme
- Life insurance
- On-site parking
- Sick pay
- Work from home
Work Location: In person
