Your mission
We are looking for an ambitious and experienced Digital Marketing Lead, who has a data-driven mindset and is motivated by results. This role reports into the Marketing Director, supporting the whole organisation through the creation of a digital engagement strategy. This involves identifying any leaks across the marketing funnel and plugging these, as well as looking for opportunities, enabling us to attract and sustain more support – whether through time, money, or voice.
As the go-to expert for all things digital marketing, this role will:
- Spearhead our digital engagement strategy, ensuring every audience touchpoint reflects our brand and mission, and leads to results
- Design and implement multi-channel campaigns that deepen our understanding of and engagement with supporters
- Shape strategies across email for supporter acquisition and retention – crafting high-impact, targeted campaigns
- Lead on developing paid media strategy to drive engagement, conversions and income growth
- Oversee paid media budgets and support the Performance Marketing Manager in paid media delivery, optimising activity to be high impact with minimal expenditure
- Champion best-in-class website UX, in partnership with the Product team, ensuring seamless and optimised supporter and service user journeys
This strategic role will also be hands-on, collaborating with every area of the business.
Responsibilities
- Strategy & Planning:
- Develop and implement a comprehensive digital engagement strategy to enhance CALM’s brand, deliver targeted support materials, drive behaviour change in suicide prevention, and achieve income goals.
- Set digital Objectives and Key Results (OKRs), track and report on performance against these targets to key stakeholders.
- Stay up to date with the latest digital trends and technologies.
- Content & Engagement:
- Develop and implement email marketing campaign strategy to deepen engagement with our contactable supporters.
- Own the data selections and contactability process.
- Drive SEO and UX excellence, ensuring website content is optimised and user-friendly, maximising organic reach, conversion and impact.
- Drive continuous improvement through data analysis and user feedback.
- Lead a digital mobilisation approach with an external agency, testing propositions to attract and engage CALM supporters.
- Team Leadership & Management:
- Manage the Performance Marketing Manager, providing guidance and support, and fostering a high-performing environment. Work in collaboration to create optimal onward digital journeys post-paid digital advertising campaigns to mobilise audiences and ultimately increase lifetime value.
- Manage the digital marketing budget, ensuring maximum value is achieved and income targets met.
- Develop and implement training programmes to enhance digital skills across the organisation.
- Collaborate with other departments to ensure effective digital integration.
Other
- Own the relationship with our Salesforce Marketing Cloud email agency – ensuring automation of our strategy to deliver personalised messaging to service users and supporters
- Use data, insight and subject matter expertise to inform team strategy, budgeting and reporting.
- Adhere to GDPR and be fully conversant with relevant fundraising regulator legislation and guidelines.
- Maintain awareness of industry trends and best practice, with a view to using these to benefit CALM.
- When required, be an active and engaged member of CALM’s EDI Supergroup.
- Understand and adhere to the CALM values.
