Overview

The Digital Marketing Institute is seeking a Head of Digital Marketing for its direct business, selling courses and certification to professionals by generating inbound qualified leads for a large sales team. Reporting to the Managing Director of the business you will be responsible for deploying a seven figure budget across paid and owned media and managing a six person team to deliver sufficient quality leads to hit demanding targets. The business has just secured a €26 million growth investment, providing the right candidate with an exciting and career defining opportunity to shape and lead the vital marketing function through a period of intensive growth.

The Role

• Lead the digital marketing function to deliver on well-defined MQL targets each month
• Build and manage a team with specialisms in paid media (Adwords, Facebook, LinkedIn, Twitter); content marketing; email marketing; and e-commerce
• Develop full-funnel marketing strategies across a range of platforms, while shaping the content, stories, and messaging to engage prospects at all stages of the buyer cycle
• Create lead nurturing programs backed by convincing messaging and efficient technology
• Partner closely with the Sales Director to deliver joint ventures and improve close rate to sale by delivering higher quality leads
• Drive analysis within the marketing function, directly providing KPI reporting insights and working with third party vendors to develop new capabilities
• Develop and build strong working relationships with vendors and agency partners
• Research new and emerging trends and technologies, act as a thought leader to develop new strategies and integrate social tactics into multi-channel campaigns
• Oversee website experience including key UX site features/functionality, mobile, site merchandising and content management, constantly driving new CRO activities
• Key stakeholder in CRM initiatives, finding ways to integrate the sales and marketing platforms to drive higher quality leads and better close rates
• Drive marketing automation within the business to allow for further efficient scaling in the marketing function

Your Background & Requirements

• Have 8 years digital marketing experience and at least 2 in a senior role with demanding targets and multidisciplinary team management
• Experience delivering MQLs to an inbound sales team in a transactional environment, such as (but not limited to) in education, insurance, banking, etc
• Extensive track record in creating and delivering on annual marketing plans, managing and accounting for substantial budgets
• Proven experience in digital audience development and delivering ROI on marketing investments
• Strong analytical abilities, including the use of analytical tools and a capacity for identifying what is creating sales (Excellent Microsoft Excel skills a prerequisite)
• Demonstrable management-level knowledge of all key digital marketing disciplines
• Great project management and leadership skills