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Digital Marketing Lead

Please Note: The application deadline for this job has now passed.

Job Introduction

Being part of the acquisition team, the travel insurance digital marketing lead will be responsible for managing the complete end-to-end journey of our digital acquisition, including marketing to our prospects database.

You will co-own the media and prospect agency relationships to ensure a smooth and efficient running of all digital marketing activity. Accountability must be managed alongside expectations of your yearly new business yearly AOP.

In addition, you will co-own with other DMMs the contact to our travel base in order to drive loyalty, and increase awareness of other BG products  

Role Responsibility

•                  Manage substantial media budgets

•                  Run multiple agencies

•                  To work closely with the Commercial Analytics Consultant on a day to basis to ensure we are optimising against all KPI’s

•                  Management and optimisation of all digital channels including SEM, Affiliates, Social, Display, Remarketing and partnerships.

•                  Customer profiling to develop a profound understanding of our customer behaviour to develop a targeted and relevant customer communication strategy

•                  Test and learn approach to new digital marketing initiatives

•                  Ensuring you keep up to speed with digital innovations by attending the latest events

•                  Ensuring that we capture and segment all DR conversion drop-out

•                  Drive sales and revenue on the prospect marketing database

•                  Create the Prospect Marketing Strategy for Bupa Global from production to implementation and delivery, working with internal stakeholders and external agencies as required, in order to drive conversions and support sales targets

•                  Own and develop the segmentation plan for email and CRM communications – developing timely and relevant contact strategies in line with needs and requirements of potential customers

•                  Create, develop and deliver automated email marketing campaigns across channels (email/SMS/apps) in accordance with the contact strategy in order to drive conversions

•                  Ensure all activity is within legal and compliance requirements

•                  Tracking, reporting, evaluation and ongoing optimisation

•                  Development of web personalisation to improve relevance of the customer journey

•                  Test and learn – Implement test and learn practices  e.g. A/B testing, MVT, to optimise the customer journey and increase response and conversion rates

•                  Support or lead on development and implementation of other projects as required e.g. webchat

  • Work with customer engagement/retention and loyalty teams to ensure a consistent approach throughout the customer contact strategy

The Ideal Candidate

•        Has experience working client side in digital marketing and ideally with a broader marketing remit

•        Can demonstrate a track record in improving online conversion rates and improved overall search engine rankings

•        Has experience managing media agencies on a day to day basis including: Forecasting, Media planning, Channel optimisation, Reporting.

•        Has experience of handling a series of large complex digital campaigns from start to finish 

•        Can demonstrate the impact to bottom line over a sustained period      

•        Problem solving  

•        Budget management

•        Excellent briefing and agency/supplier management skills

•        Highly results and metrics-driven, with a passion for continuous improvement against KPIs

•        Extensive and broad acquisition marketing management experience, gained from significant tenures at well respected companies

•        Strong organisation skills with a very high attention to detail

•        Good with communications and presentation skills

•        Experience working with senior management and being capable of running virtual teams

•        Bachelors degree (preferably in Marketing)

  • Self-motivated and highly flexible and committed to do what’s needed with own initiative

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