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.