Head of Digital Marketing |amp| CRM

Job description
Overview
The Head of Digital Marketing CRM, Linnaeus Group; reporting into the CMO, is responsible for driving business growth through developing and executing all digital marketing activity, leveraging our new CRM platform to enhance customer acquisition, engagement and retention.

The role scope includes management of our websites and overseeing the integration of digital technologies (such as our customer mobile app) to build comprehensive customer lifecycle journeys.

Project management, collaboration and martech capability set-up are critical to this role’s success in order to deliver campaigns through our nascent marketing automation platform (Salesforce Marketing Cloud) while also leading the development rollout programme and setting out the roadmap.

The role offers hybrid working with occasional travel to our central support office in Solihull as well as travel throughout the UK for attendance at events, meetings and clinical site visits.

Key Responsibilities
• Develop Digital Marketing Strategy: Design and implement comprehensive digital marketing strategies aligned with business objectives, utilizing a mix of channels such as website, social media, email, SEO, PPC, content marketing, and digital advertising.
• Management of the Marketing Automation Platform: Oversee the implementation and optimization of our new Salesforce Marketing Cloud platform to effectively drive consent, manage customer data, segment audiences, and personalised marketing communications.
• Customer Segmentation and Targeting: Utilize customer data and market insights to segment customer groups and tailor marketing campaigns to specific audience segments, maximizing relevance and engagement.
• Campaign Management: Lead the planning, execution, and optimisation of digital marketing campaigns across various platforms, ensuring alignment with brand messaging and campaign objectives.
• Analytics and Performance Tracking: Establish KPIs and metrics to measure the performance of digital marketing initiatives and CRM efforts. Analyse data to identify trends, optimize campaigns, and drive continuous improvement.
• Team Leadership and Development: Build and mentor a high-performing digital marketing and CRM team, providing guidance, support, and professional development opportunities to team members.
• Collaboration and Cross-functional Alignment: Work closely with cross-functional teams, including Brand Marketing, Propositions, and the wider Mars Ecosystem to ensure integration of initiatives with overall business strategies.
• Stay Updated on Industry Trends: Keep abreast of emerging trends, technologies, and best practices in digital marketing, CRM, and related fields. Proactively identify opportunities for innovation and competitive advantage.

Experience and skills
• Essential
• *

Experience of a multi-site, operational business and delivery of topline growth
• Exceptional stakeholder manager and relationship builder across the business
• Developing customer insight led marketing technology project delivery and commercial strategy
• Digital marketing experience and knowledge from martech estate optimisation (skills, lead scoring, nurturing etc) through to digital media buying and social channel optimisation
• Understanding of B2B and B2C market dynamics and digital marketing variances
• Understanding of service sectors and how to create differentiation through consumer orientation and digital marketing
• Degree or professional qualifications
• Ability to bring together data points, insight and analytics from multiple sources (internally and externally)
• Story telling with data to build case for change, drawing on data and analytical techniques where appropriate, and communicating this to business audience
• Adept at clearly communicating your plans with the audience’s priorities in mind, bringing people along with you to deliver to the highest standards
• Skilled at working cross functionally to optimise Linnaeus marketing performance and delivery of budgeted targets
• Governance and process management to drive momentum, quality and marketing rigour
• Building partnerships and trust across Linnaeus and Mars Petcare
• Customer obsession – we start and end with the customer. Everything we do is based on customer and user demand.
• Curious and thinks big - create and communicate a bold direction that inspires results. They think differently and seek diverse perspectives to create new.
• Ambassador for talent – grow, develop and share talent and future leaders across the business. Role model leadership standards.
• Desirable:
• Experience within a scale-up Service, Healthcare or Digital led setting.
• Knowledge of various veterinary business types: primary care, referrals.
• Qualifications in Marketing, Business, Pricing, Economics Read more