Bruichladdich Global Digital Manager – Website, Search and Social

POSITION TITLE: Global Digital Manager – Website, Search and Social

DEPARTMENT: Marketing

MANAGER: Head of Digital

LOCATION: Glasgow, Scotland, UK

STARTING DATE: From March 2023

TEAM OVERVIEW:

 This exciting role sits within the Global Digital, Design and Content Team, part of Bruichladdich Distillery’s Global Marketing Team. The objectives of this overall specialist team support the acceleration of Bruichladdich Distillery’s ambitions, champion a client-centric model and support the delivery of Remy Cointreau group objectives to deliver:

• Greater reach of the consumers Bruichladdich Distillery and its brands wants to target
• Increased engagement of consumers, stepping closer to the distillery and its brands
• Effective conversion of consumers from consideration through to trial and purchase
• Advocacy of Bruichladdich Distillery and each brand in the moments that count

POSITION OVERVIEW:

The Global Website, Search and Social Manager is responsible for the development, delivery and evolution of website, search and social channels, from strategic output through to best-in-class platforms and execution. Working closely with the wider Digital, Design & Content (DDC) Team, Global Marketing Team and global markets, you will play an important role in transforming the approach to our proprietary and third-party digital channels to unlock future performance.

This role is tasked with ensuring our brand websites, search footprint and social channels are strong and competitive levers in driving and scaling findability, visibility and credibility of Bruichladdich and its brands; with a specific emphasis on building awareness and engagement through UX and CX excellence, supporting the delivery of joined-up journeys across channels and paid, owned and earned activities.

You will have previous experience of building and integrating ownable brand-building properties across multiple touchpoints and geographies into a holistic brand experience (including but not limited to web, search and social) to drive consideration through to conversion and be familiar with the demands of ecommerce.

MAIN DUTIES AND RESPONSIBILITIES

• Develops, manages and implements the annual digital activation plan, including website, search and social activations, that compliments the annual brand and editorial strategies, including the planning and delivery around individual events, projects and priorities.

• Aligns the rolling pipeline of initiatives for discovery, development and delivery with brand stakeholders and works closely with the Head of the Digital to ensure clear prioritisation of the roadmap in time, resource and budget terms. Inputs to the forecasting and management of specific digital budget areas as they apply to website, search and social, quantifying spend with intended ROI and outcomes.

• Embeds a data-driven decision-making focus and rigour around performance and optimisation, based on analytics and data. Partners DDC, IT and central Data Team colleagues to transform data into meaningful insight to support future growth.

• Manages the ongoing evolution of brand websites, including day-to-day content updates and ongoing maintenance, as well as integration with other relevant tools and platforms, to positively position them as the home of the brand online.

• Leads the external Social Media Manager in the creation of the annual social media calendar and resulting monthly cross-channel social calendar, to compliment the annual brand and digital strategy and ensure an accountable approach. Determines the strategic direction in social for channel and brand.

• Improves the visibility of Bruichladdich brand websites through organic search, implementing guidelines and principles to answer technical and content opportunities which elevate ongoing SEO performance.

• Brings a broad-reaching perspective on the world of digital, identifying and leveraging existing and future-facing platforms, formats and functionality which enhance, elevate and amplify real world and digital experiences to positively affect consumer behaviour.

• Works closely with the CRM and Activation Manager and partner IT colleagues to lever web, search and social channels to support and deliver DTC and CRM objectives for Bruichladdich and the Remy Cointreau group (including trial and purchase, consumer relationships and advocacy).

• Promotes a collaborative and productive approach; inputting specialist skills and insight into brand strategy and execution, building internal capability and accelerating external impact. Builds strong relationships globally and enables a share and steal, test and learn culture across brands and initiatives, to leverage best practice.