Digital Marketing Manager

Job Title: Digital Marketing Manager Company: ADB Safegate Job Category: Digital Marketing Roles & Responsibilities: Contract Type: Permanent Job Location: UK \- London Role Purpose ---------------- The Digital Marketing Manager is responsible for activating, managing and continuously improving ADB SAFEGATE’s digital marketing presence across paid, owned and organic channels. Working from an integrated campaign brief, the role translates campaign objectives into effective omni\-channel digital activation — determining the appropriate audiences, channels, formats, customer journeys and optimisation opportunities required to generate engagement and qualified demand. The role has hands\-on responsibility across paid digital media, social media, the ADB SAFEGATE website and Umbraco CMS, SEO, Generative Engine Optimisation (GEO), digital campaign journeys, analytics and the company’s wider online presence. This is not primarily a social media publishing role. It is a hands\-on digital marketing position for someone who understands what happens across the complete digital customer journey: how audiences discover ADB SAFEGATE, what attracts their attention, how they engage with content, where they go next, whether they convert and how performance can be continuously improved. The Digital Marketing Manager works closely with the Global Marketing Director, Product Marketing, Marketing Intelligence, Business Applications and creative/content resources. The Global Marketing Director owns the overall strategy, priorities and approved budget; the Digital Marketing Manager owns digital activation and optimisation within that brief. The successful candidate should be capable of receiving a campaign brief and independently developing a recommendation for how that campaign should be activated digitally, rather than requiring detailed channel\-by\-channel instructions. Key Responsibilities ------------------------ * LinkedIn * Google Search and Display * Instagram and Meta platforms where relevant * YouTube * Email and marketing automation * ADB SAFEGATE website and campaign landing pages * Retargeting and audience\-based advertising * Relevant Manager and industry digital channels Coordinate digital activity across channels so campaigns operate as connected customer journeys rather than isolated advertisements, posts, emails and web pages. Plan, build and manage paid campaigns across platforms including LinkedIn Campaign Manager and Google Ads. Manage targeting, campaign structures, budgets, bidding approaches, creative variants, conversion objectives and retargeting. Continuously monitor campaign performance and optimise audiences, spend, messaging, creative, formats and calls to action based on evidence. Manage ADB SAFEGATE’s corporate social media presence across relevant global channels. Develop and maintain the social media calendar in coordination with integrated campaigns, Corporate Marketing, Product Marketing, events and wider company activity. Identify opportunities for timely industry commentary and amplification of ADB SAFEGATE expertise, customer activity, events, products and thought leadership. Monitor engagement, audience development and content performance. Support appropriate executive and employee amplification of priority content. Monitor relevant competitor and industry activity and identify emerging themes, formats and opportunities. Take hands\-on responsibility for the marketing use of the ADB SAFEGATE website, including day\-to\-day operation of the Umbraco CMS. Maintain and update existing website content. Monitor website behaviour and identify opportunities to improve traffic, engagement, conversion and content discoverability. Brief Business Applications when changes require new functionality, components, templates, integrations or backend development. Business Applications coordinates delivery with IT and external development partners as required. The role is not expected to be an Umbraco/.NET developer. However, the successful candidate must be sufficiently experienced with Umbraco to independently create, structure, design, edit, optimise and publish high\-quality marketing pages within an established implementation. Manage ongoing SEO activity across ADB SAFEGATE’s digital presence. Monitor organic search visibility, rankings, traffic and relevant search demand. Conduct keyword, topic and search\-intent research to inform campaigns and content development. Work with Business Applications to brief and implement technical SEO improvements, involving IT or external web\-development partners where required. Monitor competitor search visibility and identify topics and areas where ADB SAFEGATE should strengthen its digital authority. Lead practical content and channel improvements that strengthen ADB SAFEGATE’s visibility within AI\-powered search and answer environments, informed by Marketing Intelligence findings. Work with Marketing Intelligence on an agreed set of priority queries and topics. Marketing Intelligence maintains repeatable monitoring of how ADB SAFEGATE, its products and solutions are represented, documenting variability and measurement limitations. Monitor developments in GEO, AI search and digital discovery and recommend relevant experiments and improvements. Monitor ADB SAFEGATE’s broader online footprint beyond its owned digital channels. Identify inaccurate, inconsistent or outdated information and coordinate corrective action where possible. Monitor competitor digital activity and benchmark relevant aspects of ADB SAFEGATE’s online presence. Monitor digital performance across campaigns and always\-on digital activity. * Qualified reach and audience penetration * Engagement * Website traffic and behaviour * Organic search visibility * Landing\-page performance * Conversion rates * Cost per conversion * Lead generation * MQL contribution * Retargeting performance * Channel effectiveness * Creative and messaging effectiveness * Relevant pipeline contribution Use HubSpot and associated marketing technologies to support digital campaign execution, lead capture, segmentation, automation and measurement. Work with Marketing Intelligence on audience insight, agreed lifecycle definitions and performance interpretation. Business Applications maintains the underlying applications and delivers approved system changes against business briefs. Support the creation and optimisation of digital conversion journeys from initial advertising or content engagement through website interaction, lead capture and subsequent marketing activity. Role Within the Marketing Operating Model --------------------------------------------- The Digital Marketing Manager owns digital activation and optimisation within integrated campaigns led by the Global Marketing Director. Digital Marketing Manager determines how the campaign is activated digitally, reaches priority audiences, generates engagement and converts demand. Marketing Intelligence provides market and audience research, consolidated campaign and funnel analysis, attribution interpretation and repeatable AI/GEO visibility monitoring. The Digital Marketing Manager uses these insights alongside channel data to implement and evaluate improvements. Business Applications maintains and develops marketing applications against agreed briefs, including systems administration, integrations and reporting infrastructure. Creative, video and other Manager resources may be provided internally or externally according to campaign requirements. The Digital Marketing Manager is expected to work collaboratively across these capabilities while retaining clear responsibility for digital activation and optimisation. * Strong hands\-on B2B digital marketing experience. * Experience activating integrated campaigns across multiple digital channels. * Practical experience managing LinkedIn Campaign Manager and Google Ads. * Experience managing paid\-media budgets and optimising campaigns against measurable objectives. * Strong organic social media management experience. * Hands\-on experience using Umbraco CMS to create, structure, design, edit and publish website pages. * Ability to translate campaign and content briefs into effective digital page layouts using an established component library or design system. * Strong understanding of website UX, responsive design, information hierarchy and conversion principles. * Practical understanding of SEO and modern organic\-search strategy. * Understanding of emerging GEO and AI\-search practices. * Experience using GA4 and digital analytics. * Experience using HubSpot or comparable CRM/marketing automation technology. * Understanding of conversion tracking, UTMs, attribution and digital customer journeys. * Experience with retargeting, audience segmentation and digital lead generation. * Strong analytical capability and confidence making optimisation decisions based on data. * Good copywriting, editing and content judgement. * Ability to work effectively with marketers, designers, developers, agencies and technical Managers. * Ability to manage multiple digital activities and priorities simultaneously. * Strong attention to detail combined with an understanding of wider commercial objectives. * Hand\-on experience and skill in using Canva to create social media assets and content as per brand guidelines and templates. Working knowledge of HTML and CSS would be advantageous but software\-development\-level capability is not required. ADB SAFEGATE maintains a consistent, active and high\-quality presence across relevant digital channels. External developers are primarily required when new functionality, integrations, templates or components are needed — not simply because Marketing needs to create or modify a page. Most importantly, the Digital Marketing Manager can clearly answer four questions: Work Location: London, ENG, UK Availability: Full time

### 4\. Website, Umbraco \& Digital Experience Translate campaign briefs and content requirements into effective digital page structures, applying strong judgement around information hierarchy, layout, typography, imagery, calls to action, UX and conversion. Ensure pages provide a high\-quality and consistent experience across desktop and mobile devices. Evaluate new digital and AI\-enabled tools against campaign needs and company requirements. Recommend adoption to the Marketing Director and involve Business Applications in technical assessment and implementation. Experience \& Capabilities ------------------------------ Experience within B2B technology, software, aviation, industrial technology, infrastructure or another complex international environment would be advantageous. Marketing can independently build and launch the majority of campaign landing pages and routine marketing website experiences within Umbraco, reducing unnecessary dependency on external web agencies. Key Skills: Digital Marketing, SEO, Google Ads, Analytics Salary: Not disclosed