JOB DESCRIPTION
POSITION:
NAME:
DEPARTMENT:
REPORTING TO:
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Digital Marketing Executive
Marketing
Digital Marketing Manager – UK, Europe & South Africa
None
Alton
March 2014
POSITION PURPOSE:
 The Digital Marketing Executive will be responsible for client acquisition through the day to day deployment,
optimisation and high performance of Intrepid Group’s search engine marketing strategy.
 The Digital Marketing Executive will maximize the opportunities for growth within existing and new online affiliate
partnerships.
 The Digital Marketing Executive will coordinate effective onsite and offsite website developments for all Intrepid
Group brands to maximise lead generation and sales growth in all markets including UK, Europe & South Africa.
 All digital marketing activity should be focused to profitably drive top line sales growth, through conceiving and
implementing programs with a strong positive ROI.
 Brand Champion & Customer Champion.
QUALIFICATIONS AND EXPERIENCE:
 3+ years consumer marketing experience – with an explicit skill-set in delivering high performing SEM campaigns.
 Proven experience in general digital activity - hands on delivery of digital campaigns to budget.
 Personal experience in working with affiliate networks to drive online revenue growth.
 Ability to coordinate digital CRM solutions - driving tactical and ROI customer focused campaigns.
 Proven track record in integrating effective communication strategies online.
 Ability to create and manage digital marketing strategies across multiple countries.
OTHER SKILLS AND ATTRIBUTES:
 Knowledge of the UK and Europe travel market and broad personal travel experience.
 ‘Can do’ pragmatic attitude with a strong personal drive to achieve.
 An understanding of and belief in the Intrepid Group core values.
 Excellent communication skills to inspire customers, staff and to represent the brands.
 Strong organisational skills to deliver multiple projects to deadline and budget and work under pressure.
 Ability to work independently and in a team.
 German language while not essential, would be a benefit.
IMPORTANT NOTES:
 This is a rewarding job with a very dynamic company.
 Working in marketing can be demanding at times and requires dedication and close attention to detail.
 At busy times you may be asked to work additional hours to help clear work (especially when the deadlines for
major projects are approaching).
 Flexible approach: Be prepared to support ad-hoc marketing projects as requested by the Head of Digital or the
Marketing Director.
 Company goals: Be prepared to get involved in other ad-hoc marketing team tasks as they arise relating to the
marketing and wider company goals.
All outcomes are measured by Key Performance Indicators (KPIs) determined each year.
Annual Operational Accountabilities
Growth in UK, Europe and South Africa sales
Benchmark Measure
 Annual £ Revenue and Passenger Growth.
Profitability
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Search Engine Marketing
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Digital Acquisition & Affiliates
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Responsible for contributing to the annual digital marketing plan +
close monitoring and control of budget throughout year.
% marketing spend and discounts.
Build high performing SEM campaigns and maximise all
opportunities for acquisition and ROI.
Devise & deliver a strategy relating to significant improvements in
audience reach, customer experience & commercial performance.
Optimise and leverage analytics to draw insights to improve
existing and future SEM plans to achieve annual growth KPI’s.
Use SEM as the key tool to open up new and emerging markets in
the UK, Europe and SA regions.
Create attribution models to understand SEM performance
‘beyond the last click’.
Work closely with the Head of Digital in the delivery of all Intrepid
Group brands digital acquisition marketing in UK, Europe & South
Africa. This includes SEM (see above), paid social, off-site SEO,
display, mobile advertising, partnerships & affiliates.
Measurements will include traffic growth, cost per booking,
conversion rate, cost per visitor…
UX - Usability
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Deliver improvements to the multiple digital touch points.
Demonstrate a deep understanding of the interactive process as it
relates to information, architecture, interaction design, creative
planning, and content management/strategy.
Digital Campaign Management
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Execute the UK, Europe and South Africa marketing campaign
calendar in all digital marketing channels.
Achieve regional digital marketing KPI’s for each campaign.
Analyse campaign ROI, providing clear, accurate and timely
analysis and recommendations.
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Reporting
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Proactively analyse and report on all digital marketing activities
and initiatives, including weekly updates for department meetings
and full monthly activity reports.
Statistical information to be 100% accurate and presented in a
digestible form (with conclusions and action plans).
Customer Obsessed
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Put the customer first in all digital marketing initiatives.
People & Offices
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Establish a strong, collaborative and high performing working
relationship with the European and South African offices.
Work hard to deliver a high performing and functional relationship
with the Central Marketing Services and Central Digital team in the
Melbourne head office.
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Culture
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Act as a role model for the company values.
Build a culture in the team and with any external agency input of
exceeding KPIs.