Job Title: Strategic digital marketing & brand manager
Based at: London / home hybrid working.
Hours: 35 hours per week (open to flexible or part-time working)
Salary: Band 5
Department: Marketing, Communications & Brand
Did you, like many Brits, find a new appreciation for walking during
the Covid-19 pandemic? With over 20 million Brits now regularly enjoying
walking for leisure, there are certainly no shortage of opportunities for
Whether you have experience in the charity sector or come from a commercial background, your knowledge, skills, drive and creativity will help us leverage our new branding, income strategies and investment in digital infrastructure (including our new website) to open up joys and wellbeing benefits of walking to even more people.
To get a sense of what we're up to, watch this video featuring Jimmy Doherty talking to some of our awesome volunteers, read about our campaigning work and have a browse through our Instagram.
Note: Interviews will be held on a rolling basis, so the role may close earlier if an appointment is made.
Since 1935, we've been doing everything we can to make sure everyone everywhere can enjoy nature on foot. We lead the way, and the walks, for a community of over 100,000 walkers. And we help thousands more every year find their feet out in the open to boost their wellbeing naturally.
The Ramblers is a charity dedicated to removing barriers so everyone can enjoy walking in green spaces and to preserving and improving hundreds of thousands of miles of well-loved paths, tracks and trails across England, Scotland, and Wales. We're committed to campaigning to keep our countryside open to all and to fighting for the things that matter most to walkers.
Purpose of Role
Reporting to the Head of Marketing, Communications & Brand, you will play a key part in increasing brand awareness and engagement with our products and services by developing and leading our GB-wide strategic approach to digital marketing and integrated marketing campaigns to build our brand.
You will develop our digital strategy, capitalising on the significant investment we are making in our website. They will lead the development and promotion of engaging search engine optimised content across our channels using a data-led approach. You will lead a team of 2 direct reports who implement digital marketing activity across all our GB channels, including social, email and advertising. You will call upon external agency support when required to increase the reach and impact of our communications, particularly in the areas of PR and digital PR as marketing tools.
You will also lead the development and delivery of hero integrated marketing campaigns, working with colleagues across the Income and Marketing division and the wider business, to create stand-out campaigns that deliver against brand and income targets. You will play a key role in the development of partnership marketing opportunities and ensure that the digital marketing team have strong plans in place to support advocacy campaign objectives. You will also work in partnership with the Strategic Communications & Planning Manager to ensure that we have strong marketing messages and channel plans.
You will work with colleagues across the organisation to deliver high quality brand-building digital-first content with the digital marketing team taking responsibility for governance and administration of the digital asset management system. You will also work to upskill people across the organisation - including volunteers - to achieve greater impact with digital communications.
Website - working in partnership with the technical lead, take the strategic and editorial lead on the development of the website including the information architecture, user journeys and high-quality SEO content.
Digital marketing - lead the development and implementation of a digital marketing strategy to maximise return on investment across all digital advertising (e.g. Meta, Google) within the Income & Marketing division. Ensure the digital marketing team have plans in place to support advocacy campaigns and other initiatives across the organisation such as Ramblers Wellbeing Walks. Oversee all digital marketing activity to ensure it is on brand and delivering against its strategic objectives.
Marketing strategy & campaigns - lead cross-functional teams and external agencies (when appropriate) to develop and deliver integrated marketing strategies and campaigns to build the brand and promote the Ramblers products. Exploit partnership opportunities to extend the reach and impact of our campaigns.
Content development - lead the development of content and assets such as case studies, videos, blogs and images to drive engagement across multiple channels. Ensure all content is of high quality, permissioned and easy for colleagues to find within the digital asset management system.
People leadership - Line manage and develop the Digital Marketing Officer who manages day-to-day administration of the website and digital marketing campaigns and the Social & Community Marketing Officer who manages social media (incl ambassadors) and email. Across the team ensure there is a programme of communications training, coaching and support for staff and volunteers (social media, emails, webpages)
Insight- working in partnership with the Insight & Analysis manager, instil a culture of data curiosity in the digital marketing team, developing regular reporting and applying data insights to shape content, campaign and creative outputs, applying a test and learn approach.
Undertake such other duties as may be reasonably required of the post holder by the Ramblers.
Strategy development - evidence of having developed and implemented high-impact digital & marketing strategies
Marketing - multi-channel marketing experience incl website, PR, advertising (Meta, Google (PPC, Display), Google grant) & social media
Digital - experience of a managing a range of digital channels including developing and managing a complex website set up, SEO copy development and Google Analytics set up and management. Experience of improving user experience and engagement on owned channels
Branding -able to coach and support others in 360° branding to ensure that everything we do across our comms and our activities helps build the brand
Insights - a curious mind that allows you to develop and apply data and audience insights to strengthen performance
Agencies - experience of briefing and managing external marketing agencies to deliver agreed objectives
Legal - a broad understanding of copyright and data protection laws.
Skills and leadership style
People - experience of developing and embedding new ways of working and helping others develop their skills and confidence in digital communications and marketing
Systems - experience of using Drupal, Photoshop, Premiere Pro, Salesforce, DAM (desirable but not essential)
Creativity - in all senses - visually, technically, problem solving etc
Drive - to do a great job - and to keep delivering stronger results
The Ramblers promote diversity and welcome applications from all sections of the community.
Values and Behaviours
Our values are the core principles that guide us daily in our work and our membership of the Ramblers. We all share the passion that walking is for everyone and by living our shared values we can ensure the Ramblers is an organisation to be proud of. Our values will earn trust for the Ramblers brand which will allow us to open up a world of walking opportunities for even more people.
Inclusive - We make everyone feel welcome and part of the Ramblers community. We make sure we all feel respected and accepted and know our contributions make a difference in achieving our mission.
Inspiring - We strive to inspire people through the way we act and the things we say. We channel our passion and ambition so others are moved to help us achieve our mission.
Empowering - We empower and encourage each other to make a positive contribution to our teams and the Ramblers. We do all we can to make sure everyone has the ability, and feels confident, to take action.
Responsible - We take responsibility for ourselves and those around us seriously, by always acting in a safe and supportive way. We care about the environment and make sure we do what we say we will do.