Role Overview

The Digital Marketing Manager is responsible for shaping the strategic direction, planning, execution, and optimisation of all digital marketing initiatives for the university. The role oversees website performance, SEO/SEM, paid media, social media, marketing automation, CRM, digital analytics, and leads the digital team to strengthen brand presence and drive student recruitment outcomes.

1. Key Responsibilities

Digital Strategy & Campaign Management

Develop and implement the university’s digital marketing strategy aligned with marketing, communications, and recruitment objectives.

Plan, create, and execute integrated digital campaigns across multiple channels (website, SEO/SEM, email, social, paid advertising).

Manage and optimise the digital marketing budget to maximise effectiveness and ROI.

Collaborate closely with internal teams (Brand, PR, Performance, Marketing Services, etc.) to ensure cohesive and impactful campaign delivery.

Online Presence & Platform Management

Oversee the strategy, performance, and continuous optimisation of the university website and digital platforms, ensuring excellent UX/DX and brand consistency.

Develop and execute strong SEO/SEM strategies to increase visibility, qualified traffic, and search rankings.

Marketing Technology, Automation & CRM

Lead strategic use of marketing automation and CRM platforms to enhance lead nurturing and personalised communication.

Drive digital transformation initiatives within the Marketing & Communications function, particularly supporting student recruitment.

Ensure effective integration and utilisation of marketing technologies to improve workflows and data capture.

Digital Analytics & Optimisation

Build and manage a comprehensive digital analytics framework, including dashboards and BI reporting.

Analyse digital data and customer journey insights to identify trends and provide actionable recommendations.

Lead A/B testing, conversion rate optimisation (CRO), and ongoing performance improvements across digital channels.

Team Leadership & Vendor Management

Lead, mentor, and develop a high-performing digital marketing team.

Set objectives, provide regular feedback, and foster a culture of innovation and results.

Manage external agencies, vendors, and technology partners to ensure high-quality service delivery.

Innovation & Best Practices

Stay up to date with digital marketing trends, emerging technologies, and best practices.

Champion innovative digital solutions while ensuring compliance with data privacy regulations.

2. Candidate Requirements

Essential

Bachelor’s degree in Marketing, Digital Marketing, Communications, Business, or a related field.

5-6 years of progressive digital marketing experience, including at least 3 years in a leadership role.

Proven experience with:

Managing digital channels (website, SEO/SEM, social, email, paid media).

Budget management and ROI optimization.

Marketing automation platforms (HubSpot, Marketo, Pardot, Salesforce Marketing Cloud) and CRM systems (e.g., Salesforce).

Web analytics tools (e.g., Google Analytics) and data visualisation tools.

Developing and executing SEO/SEM strategies.

Managing paid advertising across Google, Meta, LinkedIn.

Digital content strategy and digital experience (DX) enhancement.

Managing external agencies and technology partners.

Desirable

Master’s degree or professional certifications (Google, HubSpot, CIM, etc.).

Knowledge of the international higher education sector and student recruitment marketing.

Experience with Salesforce Sales Cloud and Marketing Cloud.

Basic understanding of front-end technologies (HTML, CSS, JavaScript).