Digital Executive (German Speaking)

JOB DESCRIPTION

JOB TITLE: Digital Executive (German speaking)

REPORTS TO: Digital Optimisation Manager

JOB SUMMARY

The Digital Executive is responsible for increasing visibility and engagement online through email, social media, search engine optimisation and other various digital activities to acquire and retain customers and increase visitors across the company’s platforms for the German market.

The ability to increase marketing performance and ROI on activities is strategically critical and localisation of activities and marcomms are key drivers and significant to business success.

COMPETENCIES

SPECIFIC TO JOB GENERIC

Fluent in written and spoken German.

Experience in email development, optimisation, broadcasting and reporting with an understanding of the requirements and mechanics of email marketing

Experience working with search engine optimisation and social media in a commercial environment

Experience in SEO with a track record for improving both individual rankings for keywords/phrases and improving overall site traffic

Understanding of the technical underpinnings of paid search and display advertising

Possess engaging “conversational” writing skills with an excellent eye for detail.
– Desired: published work by a recognised organisation (online or offline) or have published blogs with confirmed reader statistics

Proofreading and editing skills and ability to create, produce, and edit written materials
– Desired: All round web technical skills – not a developer but able to cope with PHP, HTML, CSS, FTP, mySQL using common web tools and interfaces.
– Desired: All round web design and content creation skills – not necessarily a designer, but able to cope with Photoshop, Illustrator, video editing, image selection, cropping and re-sizing

Knowledge of WordPress and/or other similar blogging tools and technologies

Excellent problem solving skills, with a passion for using data to make strategic decisions

Strong analytical skills with advanced Excel

Ability to measure success using web analytics tools such as Google Analytics and social media tools such as Radian6, Adobe Social, Bitly, HootSuite etc
Highly analytical and inquisitive

Decisive, resilient and personable, driving execution and focusing on delivery to customers (internal as well as external)

Positive can do attitude

Ideally educated to degree level or equivalent

Understanding of working in an international environment

Able to act upon own initiative and work independently

Commitment and flexibility to ensuring tight timescales and changing needs are met

Ability to balance and mediate strong team orientation with a willingness and preparedness to share and seek information and knowledge, and to help and support others in the team

Knowledge of the structure of travel industry desirable.

Ability to effectively manage time and schedules across many different projects simultaneously

Ability to work on own initiative or as a member of a collaborative team

Ability to create good relationships with other departments around the business, and in the wider “blogosphere”

KEY RESULT AREAS / ACCOUNTABILITIES

Objectives and targets

CRM for German market
• Build CRM forms according to form requirements and ensure forms are working by creating test entries and liaising with the CRM department to see if data has been captured.
• Optimise email content to serve the markets
Social Media for German market
• Define the approach with agency and stakeholders to use social media as a marketing tool, first and foremost to drive goodwill for the company in the specific markets but also SEO value and high quality traffic to our websites
• Use social media to build a sense of community
• Work with the rest of the team to generate unique, differentiated content and promotions to engage and sustain interaction with the community
• Where necessary help to create and establish new social media communities – contributing to research, design briefs, content, tactics and implementation
• Contribute ideas to on-going strategy and tactics
• Suggest ideas for new engaging and viral content
• Manage key stakeholder relationships for the benefit and promotion of social media
• Work to develop the integration of social media with other forms of digital and offline marketing including email, events, print and display advertising

Search engine optimisation & marketing for German market
• On an ongoing basis, work with SEO agency to set and define optimisation strategy to improve search visibility and traffic
• Work with the Digital Optimisation Manager to define on-site SEO approach including URLs, navigation labelling and internal linking, meta data etc.
• Flag up issues with the website’s user experience that are detracting from successful digital marketing (for ex. High bounce rates on landing pages). Outline the business benefits of making changes
• On campaign basis work with agency to define approach and manage the execution of paid search campaigns, across major search engines

Online display for German market
• Working with the Digital/Marketing team, plan out the placement of media
• Assist the marketing team in providing insightful and inspiring briefs to the user experience team (or external agencies) carrying out the creative work

Content for German market
• Edit and write well-crafted web copy to agreed online style guidelines
• On a day-to-day basis, administer the content ensuring content updates and moderation duties are carried out promptly and appropriately
• Either on your own initiative or with the support of the Web/Marketing Analysts in the team, track audience behaviour on sites and seek to improve usability and engagement
• Ensure your content is SEO focused to drive traffic and generate backlinks
• Create comment-provoking content and campaigns with sign-up incentives such as competitions, prize draws and giveaways
• Encourage and manage conversation and interaction amongst the community
• Identify “opinion leaders’ within the audience and encourage them to get more involved with provoking increased conversation, through mutual incentives
• Proof read translated content
• Work with Content team to source external freelancers if needed

Monitoring, analysis and reporting
• Regular tracking and reporting on weekly, monthly and ad hoc basis on agreed KPIs for digital channels and websites
• Maintain records of performance and document implementations to analyse outcome
• Over time, understand what types of content drive the most traffic and engagement and seek to develop and capitalise on this understanding

People and Innovation
• Stay up to date with new email and CRM developments, social media, SEO and other digital marketing channels, and actively research, test and propos new approaches
• Use own initiative to identify and attend relevant extra-curricular events
• Identify new areas for development from which the business would benefit
• Contribute to knowledge sharing activities amongst the Digital team and wider business
• Work with stakeholders to understand the business drivers to be reflected in the digital marketing approach and execution
• Build relationships within the business and with suppliers in order to deliver all of the above