Digital Performance Manager
Function: Scotland Brand Homes
Location: Edinburgh, Scotland
Type: Permanent, full time
Closing Date: November 30, 2024
About the Role
We are seeking a hard-working and innovative Performance Marketing Manager to join the Scotland Brand Homes marketing team. In this role, you will lead digital marketing campaigns that elevate awareness for our brands and brand homes, engage our consumers pre and post visit, grow our omnichannel database, increase footfall to our distilleries, and drive consumer lifetime value.
Key Outcomes
We are committed to doubling the size of our business through exploding the scale of recruitment of consumers who visit our brand homes. You will be responsible for developing and implementing performance-driven marketing campaigns across key digital channels. Data will be at the heart of your decision-making, where you will be constantly optimizing performance across digital channels to increase sales and brand dedication, while improving ROI.
Your Key Deliverables Will Include:
* Digital Campaign Strategy and Execution: Develop and implement multi-channel performance marketing campaigns (paid search, social media, display, programmatic, affiliate marketing) that drive consumer engagement and footfall to our distilleries.
* Digital Experience & Ticket Sales Growth: Drive traffic and conversions on malts.com for ticket sales and e-vouchers by optimizing paid media strategies and collaborating with the Global Digital Team to build optimized landing pages for the best user journey.
* Cross-Functional Collaboration: Partner with Global Brand, Global Digital, and Distillery teams to develop assets, digital experiences, and campaigns that reflect each brand's positioning.
* Budget and ROI Management: Lead digital marketing budgets effectively, focusing on improving return on ad spend (ROAS) and maintaining strong cost-per-acquisition (CPA) metrics.
* Analytics & Optimization: Track, measure, and analyze the efficiency of campaigns using web analytics tools. Provide actionable insights to improve campaign performance and refine targeting strategies.
* Reporting & Insights: Track and analyze KPIs (e.g., CPA, CPC, CTR, ROAS), providing actionable insights and recommendations to optimize campaigns and increase revenue.
* Audience Targeting & Segmentation: Leverage data to understand our target customers and build highly personalized and segmented campaigns to improve engagement and conversions using our omnichannel database.
* Brand Awareness & Engagement: Boost awareness and engagement in key markets through performance marketing, focusing on delivering the brand story to both new and existing audiences while maintaining consistent messaging across channels.
* CRM Email & Dedication: Implement the global Malts omnichannel CRM strategy in partnership with the Global Digital Team, Global Malts Brand Team, and local market teams to drive repeat footfall for domestic visitors and increase cross-sell/up-sell for distilleries.
Functional Capabilities
* Applies powerful insights to build competitive advantage.
* Develops digital strategies and plans that beat the competition.
* Encourages and engages others to deliver breakthroughs and brilliant execution.
* Creative problem solving, finding solutions to problems to ensure we achieve our goals.
* Utilizes analysis to create winning consumer connection strategies.
Leadership Capabilities
Win through execution - Lead ambitious execution in a fast-moving world:
* Act like an owner of Diageo by holding self and others to account for highest standards.
* Inject a restlessness to win and unlock capacity to decide and act quickly.
* Scan the environment constantly and adapt plans with pace.
Inspire through purpose:
* Inspire teams to take entrepreneurial risks by building trust and respect through open and honest relationships.
Shape the Future:
* Set context and empower people to experiment and unlock opportunities for growth.
Experience Required
* Proven experience in performance or digital marketing roles, preferably in the beverage, luxury, or FMCG space.
* General omnichannel marketing knowledge with a focus on brand storytelling in digital marketing.
* Proven track record in leading performance marketing campaigns, including PPC, display, paid social, and programmatic advertising.
* Solid understanding of DTC marketing strategies and digital consumer behaviour.
* Exceptional analytical skills with the ability to interpret data and optimize campaigns based on insights.
* Knowledge of SEO standard processes and SEM strategies to drive organic and paid search success.
* Excellent communication and collaboration skills.
* Demonstrated ability to handle marketing budgets and optimize performance and profitability.
* Experience driving email CRM and loyalty programs across an omnichannel consumer journey.
Working with Us
Join us and you can also expect a highly competitive and flexible rewards and benefits package including:
* Product allowance and membership discounts.
* Contributory pension scheme.
* Competitive annual bonus (dependent on performance).
* Generous holiday allowance.
* Annual merit based uplifts.
Celebrating our inclusive and diverse culture is core to Diageo's purpose of "celebrating life every day everywhere". We depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base.
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