Senior Growth Marketing Manager

Role Purpose: A customer centric role, executing commercial, connected activities across ecommerce, and performance marketing and CRM channels that deliver on our KPIS and commercial targets, whilst always having the brand stamp of approval, and challenging new ways to deliver a full funnel customer focussed approach to marketing.

Areas of responsibility

1.      Planning

• Create an annual growth marketing plan under the direction of the Marketing Director to deliver our wider marketing strategy and business objectives, through a growth-focussed lens, considering the different channels and customer groups against our top line product and marketing calendars
• Underpin all activity with the agreed customer metrics for the year
• Work with the Content Editor to devise connected paid campaigns that are reflective of our overall content strategy and deliver on our brand values visually and via TOV
• Work with the Content Editor to devise the email plan for the season, utilising data from previous campaigns to advise this, and adjust the specifics as the monthly plans get locked down
• Ensure the performance marketing plans are aligned across channels and detailed in the planning pack and marketing calendar, updating where necessary
• Coordinate all marketing activities with the onsite experience to ensure cohesion in the customer journey

2.      Delivery

• Delivery of the growth strategy, including a project roadmap within the agreed timelines and to budget, indicating risks and opportunities throughout the process, and measuring the relative success
• Weekly project update to all key stakeholders with clarity on milestones and risks to delivery
• Plan for all launches (collection, sale, etc.) with a clear critical path and RACI to ensure they are delivered on time and efficiently, ensuring all involved are clear on their deadlines in a timely manner
• Create process guides for all key ecommerce tasks, identifying cross-functional involvement and ensuring all are clear on their requirements, and evolve for the most efficient working practices across the business
• Contribute to any wider business projects that have a growth contingent ensuring there is clarity on what can be delivered within the proposed timeframe and any risks / concerns

3.      Agency Management

• Daily management of the digital agency, supporting them with delivering our agreed plans
• Oversee the account behaviour to ensure tracking to forecasted KPIs and within budget, highlighting any risks to both the agency and internal team to ensure they are minimised
• Ownership for the agenda for any agency calls and follow up actions
• Realtime management of the growth marketing budget, managing the agency on a weekly basis to ensure spends are in line with agreed KPIs and any changes are socialised to the right stakeholders within the business
• Create joint roadmaps with our agencies to extend our offering, improve efficiency and test and manage the delivery of these through, ensuring the wider team are aware of these changes / additions with time to support
• Day-to-day main point of contact for our customer agency, working through the agreed roadmap and presenting back the updates to the wider team
• Main contact for the CRM agency, holding regular account reviews and owning an associated roadmap for improvement

4.      Reporting & Reacting

• Daily update to the trading group on performance and BTA vs. weekly ecommerce targets / KPIs, identifying any risks and opportunities and acting on them across the team
• Day-by-day tracker for all key LFL trading periods e.g. sale and promos to provide relevant insights and proposed optimisations as period progresses
• Reporting on any new projects / changes to site as they occur vs. objectives / benchmarks highlighting risks or opportunities with associated action list
• Thorough testing of all deployments via a testing plan by device
• Feedback across the business, as appropriate, on any findings from site checks and journey mapping
• Regular app performance reports to ensure they are delivering against expectations, holding agency meetings where appropriate
• Become the expert on all KPIs and best practice metrics to allow us to benchmark our performance easily
• Provide weekly and monthly reporting on all performance marketing, customer, and ecommerce disciplines, to deliver succinct and meaningful reporting that can be understood across the business
• Be aware of what’s going on in the wider market and industry trends and share opportunities and risks to relevant stakeholders
• Attend relevant industry events and webinars, feeding back on any key insights and opportunities

5.      Team Management

• Act as a mentor for the junior members of the team, enhancing their skillset and ensuring they are all working towards the common business goals
• Set KPIs for all team members in line with the business objectives and their own personal development direction, holding regular reviews to ensure they are tracking in the right direction
• Support team with focus and prioritisation of their tasks
• Detail the marketing calendar by paid media activation type including intel from the wider team on content and brand activations that could be incorporated
• Keep a log of activities from other brands as references for campaigns, visuals and ways of delivering for easy access for future planning

6. KPIS

• Launch and nurture the new agency relationship with Adnomics feeding back to both sides on any improvements from December
• Contribute to the new trade pack reports to ensure we have concise information that can be interpreted across the business and will aid decision making – to go live from January
• Establish a clear way of updating others in the business on PM performance alongside the trade sheets by January
• Pass over affiliates to the PR team from January
• Step out of the creative process admin (handing back to the creative team) whilst ensuring that you are part of the initial brief from January
• Start using a new email reporting template from February
• Replace the product feed with a more agile and suitable version by February
• Work with the creative team to deliver a brand awareness video (and ongoing brand awareness assets) for February
• Establish a plan for DM and PM to work together better and maximise on the opportunity
• Reinvigorate the post-purchase email in Ometria so that it’s on brand, driving a CTA and firing correctly by March
• Devise a new welcome and nursery program with the Content Editor to go live by March
• Devise a lapsed program with Content Editor to go live by April
• Put a testing plan in place to cover H1 across channels
• Take the lead on the Ometria relationship and ensure the meetings are scheduled with a clear agenda in line with our overarching marketing objectives, and follow up with an action plan to ensure we deliver on those initiatives
• Support on the Wunderkind project to launch in February (TBC)
• Launch Pinterest ads to support the wedding season in March
• Launch YouTube advertising in line with our relaunch of Fold Woman in April
• Start attending industry seminars etc. and bring back relevant thoughts for the future

Benefits of working with The Fold:

• 25 days holidays (including bank holidays)
• Buy additional holidays
• Employee Assistance Programme
• Pension scheme
• Enhanced maternity pay
• Work abroad for 2 weeks of the year
• Yearly gift voucher of £1,250
• A friends and family discount policy with 50% off full retail price.
• Bike to work scheme, save on the cost of bikes and equipment.
• Summer Friday hours
• Fully stocked snack cupboards, fruits and coffee & tea
• Regular Social Events- including summer and Christmas parties
• Volunteering with our charity partner- Smart works

Unfortunately due to the number of applications we receive, we are only able to respond to those that are successful to the next stage.