Digital Marketing Manager (Wine Jobs: Sales & Marketing)

  Boutinot Ltd

  Cheshire, England

The Role

As an expert in all things digital, your immediate priority will be to help lead the launch of our new website in early autumn, and then maintain it from thereon.  You’ll also help set the strategy for Boutinot’s longer-term digital plans, ensuring that each of our distinct commercial channels gets the kind of digital support that’s right for them and their customers, helping drive long-term customer relationships and sustainable business.

You’ll need to take a ‘softly softly’ approach, being mindful that Boutinot is still in its digital infancy in some respects.  We’re not expecting someone to come in and start a digital revolution – what we need is a measured, sympathetic approach and above all, the ability to understand the needs, wants and foibles of each of sales channels and to deliver digital marketing that’s absolutely right for them.  A ‘one size fits all’ approach is definitely not what’s needed!

What will the role of Digital Marketing Manager involve?

·         The website will be your immediate and ongoing priority, so we need you to be a real web expert – you’ll need to be constantly looking for ways to improve the usability, design, content and conversion of the company brand websites

·         Take full ownership for all web properties and their development to meet commercial and customer KPIs

·         Help launch the new Boutinot website in autumn 2017, working closely with our external digital agency and in-house marketing, IT, product and sales teams

·         Create a plan for on-going analysis, measurement and monitoring of website performance – have direct responsibility for ongoing website management

·         Analytically minded and data savvy, with a strong emphasis on a ‘test and learn’ approach to report back on areas of improvement to generate increases in traffic and online engagement

·         Able to report in a clear, concise, non-jargon way – no tech speak required, just plain, simple terms

·         Have a sound understanding of B2B eCommerce

·         Define objectives for the website & overall digital strategy, including;

o   Driving awareness

o   Conversion

o   Retention

·         Develop a robust plan to meet the KPIs surrounding the commercial performance of the website, requiring a sound understanding of Analytics platforms to assess;

o   Metrics to measure commercial performance

o   Conversion

o   Impact of promotions

o   Assessment of performance for traffic-feeding channels (PPC, SEO, Email etc)

More broadly;

·         Set, define and execute digital strategy and roadmap for the business

·         Upskill and educate other areas of the business of the role & value of digital in the marketing and broader commercial mix – it’s critical you can take internal teams with you and gain buy in at all levels of the business

·         Champion the cause of digital marketing internally and help to embed a more digital-leaning culture in the organisation

·         Consistently review competitor activity with a view to innovate and generate competitive advantage within the broader digital marketing strategy

·         Have a working understanding of all digital acquisition and engagement channels, covering SEO, PPC, display, social media (management & advertising), email & content marketing

·         Define & help deliver a robust social media strategy

·         Ownership and development of the Boutinot eCRM strategy & delivery;

o   database segmentation & insight

o   Customer contact strategy

·         Ownership of the Boutinot social media strategy, giving support & guidance to other internal teams who use social platforms

·         Development of SEO strategy, including;

o   Influencer outreach & digital PR

o   External communications (liaison and direction of external communications agencies)

o   Technical SEO fundamentals/understanding of technical SEO principles

·         Develop and implement online lead nurturing campaigns driven by high quality online content. Mining and writing content when necessary

·         Provide regular reports to the Head of Marketing showing effectiveness of digital strategy (across all measurable channels, including PPC, SEO, Social, Display etc)

What kind of person are we looking for?

·         An experienced digital marketer, who is looking to take the next step in their career and is equally happy developing a digital strategy as well as rolling up their sleeves and directly managing the websites

·         Your specialisms will include website strategy, management & maintenance -  including ecommerce and content

·         You’ll have excellent understanding of Google Analytics

·         You could be already doing a similar role in-house, and are looking for a ‘blank sheet’ to flex your digital muscles; or you may be a Digital Account Director at an agency looking to make the move client-side

·         You’ll have the mindset and personality to grow with us as we take our first real steps towards delivering joined-up digital thinking across the business.  You’ll be happy to navigate your way through the current lack of process and procedures, and relish the thought of being able to shape things your way (plus be sanguine enough to brush off the inevitable frustrations which will come from working in a business that is just finding its digital feet!)

·         You’ll be a brilliant project manager, plus have great agency management skills

·         You will also understand the need for commercial success and measurable results… and be happy to take the business with you along the journey of proving digital’s worth

·         Experience of managing small teams desirable

·         You don’t need to have wine experience, but you do need to be interested enough to get immersed in all things Boutinot…from our portfolio of wines and the producers that shape and deliver them; to the four different sales channels that take them to market

What will we give you in return?

You’re going to love working here because there are more great reasons to join Boutinot than there are great bottles in our product range. Obviously, immersing yourself in wine (not literally) is a great reason to do anything, and you’ll soon find yourself knowing more about wine than you ever thought possible. You’ll be working with passionate, friendly, talented people just like you, valued for your skills, and well rewarded for your contribution. You’ll be part of an amazing, growing, vibrant business with a superb future that you’ll be a vital part of.

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