Digital Marketing Lead job description

Digital Marketing Lead– Job Description

About the role

You’ll be the digital marketing lead for RSBC, supporting the organisation to devise and deliver audience-focused digital marketing campaigns and activity which deliver against strategic objectives and KPIs.

This new role will be a key member of the communications team, responsible for developing and implementing digital marketing plans across different channels and website landing pages. They will lead digital marketing strategy for fundraising, services and awareness raising campaigns.  They will also help align digital channels across the user journey and ensure that campaigns they run support wider marketing objectives.

Key to their success will be adopting an integrated approach, ensuring that offline and online work in harmony and are considered together rather than planned in siloes. The ability to work sensitively and diplomatically with others is essential, as is possessing a sense of pragmatism and flexibility whilst retaining a clear focus on objectives and ROI.

About you

You’ll develop strategies for and join up our digital marketing channels to meet organisational need, ensure efficiency and a return on investment, delivering improved marketing campaigns and activity.

You will also be a key part of a cross-organisational team driving wider digital transformation at RSBC.

This is a fantastic opportunity for an experienced Digital Marketing professional with an outstanding track record particularly in e-marketing, paid digital advertising, analytics, SEO and cross-channel campaign delivery. Sitting in our communications and marketing team, you will help us develop and deliver a dynamic digital marketing strategy by:

  • embedding a joinedup digital marketing function within the charity which is effective and impact focused, creating an integrated customer journey for our audiences, which breaks down siloed audience management practices.
  • developing a digital marketing strategy with defined channel strategies allowing us to optimise marketing spend
  • working with teams across the organisation to enable and deliver bespoke and integrated digital marketing campaigns and support
  • reviewing new technologies, techniques and opportunities to improve the charity’s digital marketing and bringing in as appropriate

This role will report to the Head of External Affairs but will liaise across the organisation, working with key contacts in the fundraising, innovation and services teams.

Main Responsibilities:

  • Oversight of all digital fundraising and services marketing activity, focusing on the promotion of challenge events Individual Giving and awareness raising campaigns, as well as beneficiary engagement.
  • Developing digital campaigns across multiple channels, and maximising marketing performance.
  • Optimise the supporter journey across the digital environments, liaising with other teams and relevant offline activities to ensure appropriate digital communication routes for the right audience.
  • Lead and maximise SEO and AdWords management.
  • Lead on data analysis, reporting and dashboard delivery for all the above.
  • Create digital content for a variety of audiences, including the use of a range of digital software for message testing.
  • Drive continuous improvement on digital platforms and keep the charity at the forefront of developments in digital marketing.
  • Work with the marketing and communications manager to develop the usability, design, content and conversion of the websites and to drive online traffic and campaign engagement.
  • Act as the guardian of digital engagement to drive consistency and high-quality digital experience across the charity. Ensure digital content best practices for SEO, paid media, conversion optimization, tagging and analytics are followed.


  • Ensure that equality and diversity is embedded in all activities
  • Promote the safeguarding and welfare of all the children and young people/vulnerable adults that have contact with the organisation.


Person specification (essential criteria)


  • Significant experience in digital marketing and/or communications, ideally covering both fundraising and service user engagement.
  • Proven experience in project planning, management and delivery
  • Experience of planning, managing and reporting on digital paid-for campaigns
  • Experience of leading digital campaigns across multiple digital platforms
  • Experience creating effective engagement journeys for supporters/customers.
  • Competent use of database/CRM systems.


  • High level of competence with analytical tools across web and social media
  • Adept at planning and prioritising a high workload and managing multiple complex projects simultaneously.
  • Expertise across social media platforms
  • Ability to think strategically and plan, whilst also being flexible and reacting swiftly to changing needs and demanding situations.
  • Effective interpersonal skills – able to engage and build relationships both internal and external to the organisation.
  • Highly developed written and presentation skills.
  • Strong operational and project management skills.


Person specification – experience (desirable criteria)

  • Knowledge of web platform management
  • Knowledge of mail and CRM systems such as ThankQ
  • Experience working within a fundraising environment


RSBC Employee Benefits

  • Pension scheme with Scottish Widows: currently 3% employee contribution (with the option of paying more) and currently 2% RSBC
  • Death in service benefits x 3 annual salary if employee is a member of the pension scheme
  • Season ticket loan: we offer an interest-free loan, after a qualifying period, to help you purchase an annual travel card. The loan will then be deducted from your salary in 12 monthly instalments
  • 27 days annual leave per calendar year (increasing to 28 days after 3 years’ service + bank holidays (all pro rata for part-time roles)
  • Perkbox - exclusive perks and discounts for all staff
  • Employee assistance programme
  • Occupational sick pay
  • Free coffee and tea at all RSBC offices
  • Free annual flu vaccination

To apply, please send your CV and cover letter to by Friday 11 January 2019.

You can call us between 9am-5pm Monday - Friday on 020 3198 0225. Prefer us to call you?