As Senior Manager, Communications (Brand & Digital Marketing), you will lead SBF's brand and digital engagement ecosystem - anchored by the corporate website as its principal digital shopfront and supported by eDM, marketing automation and performance marketing. You will set the strategic direction and standards across these areas, while directly owning SBF's flagship digital channels and campaigns.
You should be a strategic, data-driven digital leader who is equally comfortable shaping direction and driving delivery. You will influence priorities across SBF divisions, lead a small team and cross-divisional workgroups, and build an organisation-wide discipline of measurement and continuous improvement.
Key Accountabilities:
1. Brand Strategy & Governance
- Lead SBF's organisation-wide brand and digital marketing strategy, roadmap and investment priorities, aligning website, eDM and paid channels with organisational goals and member engagement outcomes, while partnering with Integrated Communications team to ensure coherence with organic content and social activity.
- Drive SBF's brand stewardship and governance, ensuring its value proposition, verbal and visual identity, and key messages are applied clearly and consistently across organisational touchpoints.
2. Corporate Website & Digital Experience
- Own the strategic direction, content and day-to-day performance of the corporate website (hub), ensuring content is accurate, accessible and aligned with SBF's brand and business priorities.
- Provide strategic oversight of divisional (spoke) sites, ensuring consistency, cross-linking and shared standards.
- Drive SEO, UX and conversion-rate improvements, using web analytics to prioritise enhancements and investment.
- Lead the website enhancement roadmap and oversee platform partners and projects, ensuring delivery against user needs, organisational priorities, timelines and budgets.
3. eDM, Data Segmentation & Marketing Automation
- Own end-to-end strategy, planning and production, SBF's flagship corporate newsletter, from content and segmentation through to send performance.
- Provide strategic oversight of divisional eDMs driving cross-selling opportunities, system-wide efficiencies and insights to improve audience engagement, conversion and business outcomes across SBF.
- Set standards for eDM SOPs, templates and data hygiene across the organisation.
4. Performance Marketing & Analytics
- Lead SBF's performance marketing strategy across paid channels, including paid social and search, determining target audiences, channel mix, media allocation and measurable KPIs.
- Manage assigned media budgets and report on conversion, cost efficiency and return on advertising spend.
- Establish measurement frameworks and dashboards, translating performance data into recommendations for the wider organisation.
5. Governance, Stakeholder & Team Leadership
- Lead and develop the digital marketing team, guiding its output across eDM, website and performance marketing execution.
- Chair cross-divisional workgroups to drive best practices and cross-learning.
- Influence divisional priorities and advise senior stakeholders on brand, channel and audience strategy.
- Partner with Integrated Communications to align paid and organic activity around shared audiences, campaign narratives, content calendars and measurement, while maintaining clear accountability for channel ownership.
Required Competencies:
- At least 8 years of relevant experience in digital marketing, eDM/lifecycle marketing or performance marketing, including experience leading strategies or initiatives at an organisation-wide level.
- Degree in Marketing, Communications, Business, Digital Media or a related discipline, or equivalent professional experience.
- Strong experience across eDM/marketing automation platforms, website CMS, and paid digital campaigns.
- Strong command of digital analytics and campaign tracking, with the ability to translate data into recommendations.
- Experience with CRM integration, audience segmentation, SEO and consent management is an advantage.
- Excellent stakeholder management skills, with the ability to advise and influence senior management and division heads across a large organisation.
- Demonstrated experience leading, developing and mentoring a team.
- Excellent written and verbal communication skills, with the ability to simplify complex information for varied audiences.
- Resourceful and meticulous, with the ability to thrive in a fast-paced environment.
