Download CONFIDENTIAL JOB DESCRIPTION 1. JOB IDENTIFICATION Job

CONFIDENTIAL
JOB DESCRIPTION
1. JOB IDENTIFICATION
Job Title: Digital Marketing Director
Responsible to: Managing Director
Department(s): Rude Wines
2. JOB PURPOSE
To develop and execute the marketing and digital transformation strategy.
Take the lead role in developing the businesses opportunities from its sound and solid base and
grow in to new markets and opportunities.
Leading on all key market enabling initiatives, such as brand image and position, identifying current
situation and future opportunities.
Playing a key leadership role on the Rude Wines Board in developing the future aspirations of the
business in to real and tangible bottom line results.
3. DIMENSIONS
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Responsible for all marketing plans and strategies for this online biased company.
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Contributing to the overall business financials, developing models and approaches that
impact the bottom line.
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Taking a lead role in developing all departments of the business. Promoting the use of new
and existing technologies and techniques that enable further penetration in to current and
new market places.
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Bringing brand differentiators and unique selling points to life, developing business
objectives around this by translating business strategies into effective and operational
activity.
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Exceeding financial targets month on month that help the business achieve and excel
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against its stretching growth plans.
One of three board member, accountable for all key business decisions.
Representing the business in all critical and key opportunities externally as the brand is
developed nationally and competes with the top win retailers in the UK.
Responsible for a range of Policies that are developed with the future aspirations and
reputation of the business in mind.
Developing and delivering key events that increase the brand awareness and offline
capabilities of Rude Wines.
4. ROLE OF DEPARTMENT
Developing and driving forward the marketing strategy for the business.
Developing effective marketing campaigns that promote this online wine proposition and where
appropriate offline opportunities as well.
The role of the department includes planning, creative thinking and design, fulfilment and
distribution, advertising, public relations, event management, product development, sponsorship
and internal communications.
5. KEY RESULT AREAS
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Increased month on month and year on year sales achieved through brand, campaign and
technology management that enables additional profitable sales to made and sustainable
customer models to be developed.
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Developing and further penetrating target markets.
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Taking a lead role in developing the next stages of the overall business strategy, as we
move beyond launch and in to the next phase of growth
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Responsible alongside other Directors for developing the entire business strategy, and
business plans for the three years and beyond.
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Development of a strong and competitive national brand, that steals market share from its
natural competitors, whilst penetrating new and exciting markets, previously untapped or
with great potential for further development.
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Shape the culture, feel, overall approach of the business. Leading the relevant teams to
deliver the overall company objectives and targets. Maximising the utilisation of the wide
variety and depth of retail wine experience within the company.
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Responsible for all SEO, CMS, CRM, PR and brand including customer acquisition and
retention.
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Running the business like their own business, Breaking new hard to reach markets and
setting the tempo for growth and culture.
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Developing a wide variety of campaigns across a range of platforms that make the most of
the brand, the technology and the expertise available in the business.
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Responsible for the analysis of performance of all digital and marketing strategies.
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Optimising and improving growth opportunities as the development of relevant tools is
increased and enhanced and as market opportunities appear.
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To understand the target audience and position brand essence, visuals and relevant tools
and media accordingly.
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To optimise website traffic and to improve targeting and relevance to customers. Increasing
the volume of the right type of customers to optimal levels.
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To improve financial performance and bottom line impact.
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To understand major technology driven changes and trends affecting online media and
advertising industries, adjusting the overall business strategy to take effect of these
accordingly.
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To develop and optimise all digital business processes, identifying synergies between
business and communications, understanding the data flow where relevant and ensuring the
best strategies are employed to tackle these accordingly.
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Maximising the online strategy and ensuring appropriate penetration and development in to
the tablet and mobile platform markets. Creating USP’s where possible that make us easier
to deal with, stealing a march on our competitors.
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To develop and maintain a thorough understanding of all relevant legislation and
compliance required such as data protection, information governance and licencing and
distribution laws are followed at all times. .
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Developing increased penetration through social media strategies, SEO/SEM, marketing
database, email advertising campaigns etc.
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Improve usability, design, content and conversion of company website to increase foot flow
and conversion from new customers, and increasing the conversion to sales for existing
customers. Developing the experience to be simple, effective and a pleasure to repeat.
6. KNOWLEDGE, TRAINING, EXPERIENCE & SKILLS REQUIRED TO DO THE JOB
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Graduate in business or marketing or equivalent experience
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Natural leader, assumes accountability readily.
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Extensive digital marketing experience in an agency or corporate marketing department
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Extensive experience in managing digital media strategic planning and buying initiatives
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Able to work in a close-knit environment
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Proven experience of optimising campaigns and managing multiple digital marketing
campaigns (prospecting, re-targeting, brand, promotional etc..)
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Strong analytical and data skills with the ability to communicate desired customer
experiences in detail and to build solutions to achieve the desired result
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Exceptional creative and consumer insight skills
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Proven success in using technology to better consumer and retailer challenges
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A thorough understanding of the digital retail customer behaviour a pre-requisite
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Wine industry experience, or equivalent a critical element of this role.
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Proven leadership and transformation skills
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Strong, clear and concise communicator with excellent interpersonal and presentation skills
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Action orientated with great client confidence
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Ability to understand and push creative boundaries
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Advanced knowledge and understanding of SEO, SEM, CMS and CRM
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Experience of relationship management
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Confident and driven to succeed
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Solid knowledge of website analytic tools e.g. Google Analytics
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Strong understanding of current online marketing strategies and best practices
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Working knowledge and understanding of Magento platform and Wordpress blog, HTML,
CSS, PPC and remarketing
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Responsible for managing media planning and building campaigns for all advertising to
include market research and planning
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Focused on actively pushing the level of quality and developing new ideas and solutions
7. JOB DESCRIPTION AGREEMENT
We confirm that this conveys a full and accurate description of the job as
at
Job Holder’s Signature:
Date:
Manager of Department Signature:
Date:
Director of Department Signature:
Date:
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