About the position
Division: Gaming Division (Central Office)
Reports to: Chief Marketing Officer
Job Purpose
The Digital Marketing Manager will be responsible for the strategic leadership, team management and delivery of the digital marketing plans in reshaping the customer user experience through their digital interaction with the Coompany to achieve brand recognition, customer acquisition and growth, reactivation and retention. This will include overseeing the development, design and implementation of the central hospitality, gaming and annual event digital marketing plans for the business with the aim of optimising the company's digital online reputation, building competitive advantage and providing insights to support current and future Revenue Growth and Optimisation plans.
The role will need to create maximum engagement across digital consumer touch points, developing and integrating innovative marketing campaigns and content and developing customer-centric online marketing experiences to expand the Company's online digital audience with the overall aim of promoting the Company's online brand recognition and maximising the revenue potential for the business.
This will be done through collaborating with the Gaming and Hospitality segments and marketing teams, specialised functional areas and business support teams with the aim of improving growth and efficiencies through the use of digital tools and channels. The role will also be responsible for building talent and an engaged workforce in areas of digital marketing and optimisation to support the vision of the Company.
Management Accountability
Direct reports: Social Media Specialists; Digital Marketing Specialists; Digital Marketers
Indirect reports: Freelance Digital Specialists and content creators (text and video)
Job context
Key stakeholders
Internal
- Gaming and Hospitality segments, Central IT Team; BU IT Teams; Business Support Team, Unit Marketing teams; SunBet Team
External
- Contractors, Vendors, Suppliers, PR agency
Job Scope & Responsibilities
- In collaboration with the Marketing Management in the Gaming and Hospitality segments, offer expertise and provide leadership around the planning, design and delivery of strategic digital marketing plans, frameworks and tools
- Oversee the effective development, maintenance and use of all digital channels (website, online booking engine, app, social, blogs, paid media)
- Research and benchmark trends in digital marketing to ensure the Company
- 's online presence remains progressive, reflective of the brand and a leader in the industry
- Drive innovation and development in the digital space
- Plan and manage the implementation of highly innovative marketing campaigns and experiences on various digital channels
- Influence present and future content by determining and evaluating current and future market trends, and work closely with the PR agency to leverage content in the digital space
- Plan various digital display, SEO/SEM, social, email, push, and mobile display advertising campaigns
- Brainstorm new and creative initiatives and campaign ideas to elevate brand awareness, drive sales, competitive edge and business growth
- Project manage and monitor resource requirements for the development and amendment to technology and dashboards
- Manage split testing on various content categories and collaborate with IT development and business support in the building and configuration of web infrastructure
- Benchmark and monitor performance across all digital channels and campaigns, making recommendations to improve future decision-making and spend and address areas of concern
- Shared accountability for developing and managing the budget and expense management for the function
- Provide inspirational leadership to enhance employee engagement and motivation and nurture a performance driven culture within digital marketing
- Mentor property marketing teams and collaborate with the inhouse creative agency to implement 'always on' and campaign strategies
- Monitor the development, availability and auditing of digital marketing governance standards and processes based on leading practice and new legislative compliance - ensuring they are updated and communicated
People Specification
Qualifications
- 3 Year Bachelor's Degree in Business, Marketing, Communication or related field
Experience
- 10 years experience in integrated digital marketing including 5 years at a management level.
- Experience in developing and implementing digital marketing plans including SEO, Google Analytics, Digital Paid Media management.
- Experience in monitoring digital trends and social media technologies pertinent to driving digital audience growth and engagement.
- Experience in managing the digital campaign process from brief, through design direction, copy writing, approval and reporting.
- Experience working in ambiguous environment on complex, large-scale, time-critical projects.
- Strong cross-functional experience with the ability to manage multiple projects on various levels with different and converging timelines.
- Creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate.
- Experience in the gaming and hospitality industry is an advantage
Legislated Accreditation/Registration
- Travel to all units required on a regular basis
- May be required to work outside of normal working hours, in line with operational requirements (including weekends, public holidays)
Core Behavioural Competencies
- Analysing
- Creating and improving
- Sourcing information
- Applying expertise and technology
- Taking ownership
- Responding with urgency
- Collaborating
- Team management
Technical / Proficiency Competencies
- Understand brand identity and voice
- Proficiency in the use of Google Analytics and other Analytic tools
- Proficiency in PPC, Google AdWords and campaign reporting
- Project management
- Ability to generate creative ideas, coupled with sound editorial judgement.
- MS-Office Suite (Word, Excel, PowerPoint, Outlook, Adobe)
- Social media platforms
- SEO best practices
- Desktop and mobile optimisation
- Understanding of digital marketing trends (triggered base communications, AI, predictive marketing, etc.)
- Data analysis
- Governance and risk
- Business & Financial Acumen
Job Complexity
Know How
- Professional with knowledge and expertise in digital marketing practices and technology concepts and principles.
- Conceptual integration of functions critical to the achievement of business goals
- Short term planning (within 12 months) involves conducting the planning of activities to meet and optimise new business targets and growth
- Organise, plan and prioritise tasks for self and team to ensure that work gets done profitably and efficiently
Problem Solving
- Apply business acumen and sound common sense to the overall management of digital marketing within regulated standards
- Applies judgement and adapts solutions through analytical, interpretative, evaluative and innovative thinking
- Monitor changes in the digital environment and is quick to act upon potential opportunities, risks and challenges
- Consider all the facts, options and possible objectives prior to making decisions
- Analyse and diagnose channel performance issues in order to maximise or leverage the strengths of the team in a competitive environment
- Deal with diverse problems in own area, using judgment and discretion to resolve them
Accountability
- Provide information and make recommendations regarding products, channels and services that will meet operational requirements
- Solve a wide range of queries dealing with these sensitively and within operational/procedural limitations
- Solutions should be profitable and effective in delivery business results
- Arbitrate / resolve difficult conflict situations / complaints /issues / disputes.
- Optimise and streamline existing systems and processes to support the business strategy in terms of cost efficiency, managing risks and improving the service offering
Desired Skills:
- Bachelors in Business Marketing and Communiction
- 10 Years in Intergrated Digital Marketing
- 5 years in Managment Level Role
- Hospitality and Gaming advantage
