Job profile. This post is funded by the European Union. Title: Digital Marketing Executive. Reporting to: Marketing Manager (Business Birmingham)

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1 Title: Digital Marketing Executive Reporting to: Marketing Manager (Business Birmingham) Salary: Circa 22,000 per annum (depending on experience) Job Purpose: Birmingham is the UK s most connected city and a hotbed for enterprise. A key European player at the centre of a 94bn regional economy, it is home to over 80,000 companies and 1,400 international firms in the Greater Birmingham area. Version: August 2013 With over 18bn worth of investment in the future growth of new businesses and homes by 2026 and over 1bn in mixed-use developments, Birmingham is ahead of the game. Business Birmingham is the city s official inward investment programme which is delivered by Marketing Birmingham. It works as a strategic partner and consultant with companies across the region to provide comprehensive support packages to deliver inward investment to the area to support the creation of jobs and strengthen economic performance. This role is to assist in the implementation of effective online marketing activity for business channels i) Marketing Birmingham and ii) Business Birmingham and the associated websites and online channels in order to: Drive forward the image of Birmingham as a business location Support the company s corporate profile and reputation The role also provides website quality assurance by acting as a content editor and quality controller for design and editorial style and technical and management support to the business as directed by the Marketing Manager (Business Birmingham).

2 Key accountabilities To coordinate the company s business-to-business digital portfolio, including websites and accompanying social channels: Corporate - and Inward investment To achieve this, you will work across the entire company, but specifically with the following internal stakeholders: o Marketing Manager (Business Birmingham) (line manager) o Investment Director o Director of Marketing Services Your role will be to: Co-ordinate content creation across designated digital environments and proactively ensure all digital channel information is kept up to date and accurate. This will involve both (i) originating and (ii) sourcing external content that can shared across our owned and earned channels to grow our brand exposure. Ensure hosting, maintenance, development and content is effectively and efficiently delivered. Develop and implement (a) a social media strategy to drive forward all of our content across our range of social media assets and (b) Affiliate market - leveraging third party digital environments. Supporting the business in examining and implementing the role of other technologies and methodologies as part of the company s social media strategy; To understand the thinking behind SEO and work with our SEO agency to ensure all content and social media is in line with SEO strategy at all times; To manage external agencies and their outputs; To keep appropriate records of co-orientated project management tools and databases RACIs, budget monitoring, CRM, etc; and Social Media To be the resident expert within the company in an ever changing social media and digital sphere, informing everyone within the company of changes and how to ensure it stays abreast of new technologies To keep abreast of changes and to understand where and when we should exploit new social media platforms for our own benefits To be an advocate of Birmingham and Business Birmingham s programmes in relevant spaces and engaging in dialogues

3 Work with Communications team to ensure community management across LinkedIn, Twitter, YouTube, Pinterest, plus other relevant channels/sources Developing and planning content with the Marketing and Communications teams for key campaigns Creating and identifying outstanding, relevant day-to-day content for all social platforms that keeps our digital users engaged and wanting to regularly return Help safeguard the brand reputation by monitoring all online activity Establish relationships with key influencers within the local online community, e.g bloggers. Affiliate marketing Leveraging the global digital environment via third party sources - for example industry partners and sector referral sources (i.e. UKTI and commercial partners) Consider new and creative ways of communicating with target audiences via third party sources Sourcing, utilising and maximising third party content across owned and earned channels To continually work towards improving online presence, for example websites search rankings, positioning via intermediary sites This would include (but not be limited to): Influencing brand presence, representation and ranking Seeding and placing destination content profile Engaging in digital campaigning to increase awareness Monitoring & Evaluation digital activity performance Regularly monitor, analyse and provide reports based on the data; Understanding daily, weekly and monthly traffic trends to develop a clear insight into our audiences, who they are, what they do, and use this to help shape the ongoing strategy to help drive the business forward; Constantly consider additional tools / monitoring services that could aid reporting capabilities; and Benchmark and monitor campaigns to demonstrate user behaviour to make informed changes and updates. Commercialisation To work with the commercial team to monetise our digital offerings where possible; Share data knowledge via the CRM and CMS systems;

4 Supporting the Event Executive with digital and social media requirements. Online campaign management To ensure all online campaign channels have relevant and up-to-date information, considering creative ways of communicating with target audiences; Implementing all methods of traffic driving for the websites, considering SEO and paid-for requirement/impacts; Co-ordinating social media requirements E-communications To support the Marketing Manager (Invest) and PR Manager in co-ordinating the company s e-communication plan; To design, build and manage the approvals process for specified campaigns using Communigator software Marketing compliance To work with the Director of Marketing Services to ensure that campaign delivery is compliant with brand, EU and ERDF regulations, data protection and legal requirements; Work with Research team to ensure proof points for all information in marketing collateral and to keep information current and relevant; Ensure joined up co-ordinated delivery of activity, and where appropriate joined up systems, across the ERDF Project area ensuring ERDF evidence for all stages of projects; Budget management Support the Marketing Manager (Business Birmingham); Support the development of corporate and invest image bank and ensure that application of imagery (moving and still) is compliant; Work closely with the Marketing Executive (Business Birmingham); Pursue personal development necessary for the effective performance of the role and maintain knowledge in the relevant field at all times; To undertake any such duties commensurate with the post as may be required.

5 Personal attributes Essential A relevant academic or professional digital/marketing/business qualification; To be a social media expert, with the right balance of creative flair and technical expertise, managing to a high level; A great communicator with the ability to develop strong relationships with all teams and the confidence to contribute ideas in meetings whether that be internal or in front of commercial partners; To be proficient in the use of social media monitoring tools, constantly evaluating the best methodologies for the company; A proven track record of working on content-managed websites and understanding the importance of different types of content; Excellent project and time management skills; Good understanding of marketing and digital technologies; Experience with CMS systems; Demonstrative copywriting skills; A proactive approach to working; An equal balance of creativity and an analytical mind; A flexible, positive approach to learning Desirable Two years experience of working in social media marketing; An understanding of the public and private sector environment; Experience in HTML, digital and graphics technologies; Experience with CRM systems