Senior Digital Marketing Executive

Posted 12 November by McCarthy and Stone

About Us

As the UK’s leading developer and manager of retirement communities, we have more than 40 years experience of providing high-quality homes to exacting specifications. We’ve created over 58,000 age-exclusive retirement properties - apartments, bungalows, coach houses, and cottages - in more than 1,300 developments across the UK.

At McCarthy Stone, we believe that retirement living involves much more than simply deciding to move into a new home that’s better suited to our customers’ needs. It’s also an opportunity for them to embrace a new way of life, to have the freedom to live a lifestyle with more choices and more time to do the things they enjoy.

The Senior Digital Marketing Executive will assist in the formulation of strategies to build a lasting digital connection with consumers, responsible for updating the company website content, execution of the Group’s content and SEO strategy to increase the visibility of the website, optimise the website CRO to generate more high quality sales leads and improving ROI across our digital channels.

RESPONSIBILITIES

Website Administration and Support

  • Management of the website content using Sitecore CMS including creation of new web pages, deletion and maintaining existing content
  • Managing the permissions approval process for website content added/amended by the divisional marketing teams, ensuring that all content is proofed prior to publishing
  • Provide website CMS support and training to new divisional marketing team members
  • Develop and maintain landing pages and destinations for SEO, paid search and eCRM campaigns, working with the performance marketing team to ensure campaign objectives are being delivered on the site and in line with the strategy.
  • Collaborate with our UX designer to improve user experience on the website
  • Support the delivery of key business performance targets and team Service Level agreements to the divisional companies in order to meet wider company business objectives.
  • Work closely with agency partners to ensure all projects are managed efficiently and build relationships with key agency contacts in order to maintain optimal working relationships.

Organic Social Media and Content

  • Create, implement and manage the content and activity schedule, and post ongoing customer engagement across all McCarthy Stone social media and web platforms, in line with our brand guidelines
  • Manage online communities and advertising via Facebook, Twitter, YouTube, LinkedIn, Pinterest and other social spaces such as blogs and affiliate websites
  • Work with our inhouse designer and copywriter to develop creative assets and organise their distribution through the relevant channels
  • Launching optimized online advertisements to increase company and brand awareness
  • Monitor the company presence and audience sentiment on our social media channels (Facebook, Twitter, LinkedIn, Youtube, Pinterest, Instagram etc) using Falcon
  • Respond to negative comments and responses on our social media channels and escalate complaints and issues according to internal protocols

SEO Updates

  • Work with SEO agency to ensure new webpages are created with optimised title headings, alt text, relevant keywords and assets are optimised and tagged correctly
  • Monthly review of SEO report to ensure all website links are not broken and no misspellings
  • Produce local area copy for new development websites and relevant landing pages
  • Be actively involved in SEO efforts (keyword, image optimization, accessibility etc.)

Reporting

  • Support reporting of performance against agreed metrics for all digital marketing communications
  • Maintain and create weekly/monthly digital marketing and website performance reports for senior management
  • Measure performance of digital marketing efforts using a variety of Web analytics tools (Google Analytics, Semrush, Sitemorse etc.)

Knowledge, Experience & Skills

  • Bachelor’s degree in marketing.
  • Qualified member of the CIM or equivalent.
  • Proven experience as a Senior Digital Marketing Executive or similar role
  • Excellent understanding of digital marketing concepts and best practices
  • Experience with B2C social media and SEO/SEM
  • Essential - Demonstrable successful experience of:
  • Day-to-day administration of a large-scale website or intranet
  • Experience and knowledge working with responsive platform technology, CMS and/or customer experience platforms preferably Sitecore
  • Google Analytics, SEO and knowledge of basic HTML/XML
  • Managing/monitoring social media channels preferably using Falcon
  • Understanding data segmentation and profiling for digital campaigns
  • PhotoShop skills
  • Video editing skills
  • HTML coding
  • A sound understanding of multi-channel content planning, creation and delivery
  • Strong skills in Microsoft Office tools
  • Strong commercial acumen
  • A good listener, with excellent communication skills, both verbal and written
  • An astute eye for detail and able to work to tight deadlines without sacrificing quality
  • A desire to work in an environment of continual improvement
  • Writing blogs and newsletter articles for email and social distribution
  • Ambitious, personable and Proven track record of collaborative working
  • An ability to multi-task, work to fluctuating deadlines and deliver to deadlines efficiently

"Our purpose at McCarthy Stone is to champion the role, wellbeing and happiness of older people in society. We aim to create a better understanding and appreciation of older people and play our part in helping them to live happy and healthy lives. To support our purpose we require all of our front-line colleagues and those in care and support to be fully vaccinated in line with the government policy on care homes. If you are applying for one of our front-line roles please be prepared to provide evidence of your vaccination status on successful application."

Required skills

  • Digital Marketing
  • Email Marketing
  • SEO
  • Social Media
  • Google Analytics

Reference: 44691939

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