Digital Marketer

DIGITAL MARKETER

Location: Cape Town, South Africa

Department: Marketing

Reports to: Management

ROLE OVERVIEW

We are looking for a dynamic, commercially minded and digitally focused Digital Marketer to take

ownership of SWAGG's digital marketing, e-commerce and online customer acquisition activities.

This is a hands-on, multi-disciplinary role responsible for managing and growing SWAGG's digital presence,

driving online sales, developing marketing campaigns, managing digital advertising, creating content,

analysing performance and continuously improving the customer journey across our digital channels.

The successful candidate should be comfortable working across both strategy and execution, with a

strong understanding of e-commerce, paid media, social media, email marketing, SEO, analytics and digital

technology.

KEY RESPONSIBILITIES

1. Digital Marketing Strategy

Develop and execute SWAGG's overall digital marketing strategy in line with business and sales

objectives.

Develop annual, seasonal and campaign-specific digital marketing plans.

Identify opportunities to grow brand awareness, customer acquisition, engagement and revenue.

Manage the digital marketing calendar across campaigns, product launches, promotions and

seasonal activity.

Coordinate digital activity across multiple channels to ensure consistent brand messaging.

Monitor digital marketing trends, technologies, competitors and opportunities.

Continuously test and optimise marketing strategies based on performance data.

2. E-Commerce & Shopify Management

Take day-to-day ownership of SWAGG's e-commerce website.

Manage and optimise the Shopify store, including products, collections, navigation, menus,

merchandising and promotional content.

Create and maintain product pages, product descriptions, imagery and online merchandising.

Manage new product launches and ensure products are correctly presented across the website.

Implement and manage promotional campaigns, discounts, bundles and promotional mechanics.

Monitor website functionality and identify and resolve issues affecting the customer experience or

conversion.

Manage and evaluate Shopify apps and third-party integrations.

Continuously improve the website customer journey and conversion rate.

Work with relevant internal/external partners when technical development is required.

Ensure the website remains aligned with current brand positioning and commercial priorities.

3. Paid Digital Advertising

Google Ads

Plan, create, manage and optimise Google Ads campaigns.

Manage Search, Performance Max and other relevant campaign types.

Conduct keyword and search-term research.

Develop ad copy, headlines, descriptions, sitelinks and other campaign assets.

Manage budgets and monitor advertising spend.

Analyse ROAS, conversion rates, revenue and campaign profitability.

Continuously optimise campaigns based on performance.

Identify opportunities to expand and improve paid search activity.

Meta Advertising

Plan, create and manage Meta advertising campaigns across Facebook and Instagram.

Develop campaign objectives, audiences and targeting strategies.

Create and test advertising copy and creative concepts.

Monitor campaign performance, spend, ROAS and revenue.

Optimise campaigns and audiences based on performance data.

Support promotional, product launch, awareness and retargeting campaigns.

4. SEO

Manage SWAGG's ongoing SEO activity.

Conduct keyword and search-intent research.

Optimise product pages, collection pages, website content and metadata.

Develop SEO-friendly product descriptions and website copy.

Manage technical and on-page SEO requirements.

Monitor organic search performance and identify opportunities for growth.

Work with SEO tools and Shopify SEO applications.

Ensure new products and website content are appropriately optimised for search engines.

5. Email Marketing & CRM

Manage SWAGG's email marketing programme.

Plan and execute email campaigns through Mailchimp.

Develop promotional, product launch, seasonal and customer communication campaigns.

Write and coordinate email copy and creative.

Manage email campaign scheduling and deployment.

Monitor email performance including open rates, click-through rates and conversions.

Identify opportunities to improve customer retention and repeat purchases.

Develop and improve customer communication journeys and CRM activity.

Test different messaging, creative and offers to improve performance.

6. Social Media & Content

Manage SWAGG's social media presence across relevant platforms.

Develop and maintain the social media content calendar.

Create and publish content for product launches, campaigns, promotions and brand activity.

Develop social media captions, campaign messaging and calls-to-action.

Coordinate content around new products and collections.

Develop engaging and commercially effective social media content.

Monitor social media performance and engagement.

Identify relevant trends and opportunities for content.

Ensure all content remains consistent with SWAGG's brand identity and positioning.

7. Creative & Content Production

Develop creative concepts for digital campaigns.

Assist with the creation of digital advertising and social media assets.

Produce and edit marketing content where required.

Work with photography, video, graphic design and AI-assisted creative tools.

Manage and optimise product imagery for use across digital channels.

Develop digital assets including promotional graphics, icons, banners and campaign materials.

Provide creative direction for campaigns and product launches.

Ensure creative assets are suitable for different platforms and digital placements.

8. Product Launches & Campaign Management

Manage the digital marketing rollout of new product launches and collections.

Develop launch messaging, creative, email, social media and advertising campaigns.

Coordinate website updates and product merchandising for launches.

Develop supporting promotional content.

Track performance following product launches.

Manage seasonal marketing campaigns and promotional periods.

Develop and execute major promotional campaigns including sales, clearance campaigns and

special offers.

9. Analytics, Reporting & Performance

Monitor and analyse digital marketing and e-commerce performance.

Track revenue, advertising spend, ROAS, conversion rates and other key performance indicators.

Analyse performance across Google Ads, Meta, Shopify, GA4 and other digital platforms.

Develop and maintain marketing reports and dashboards.

Use data to identify trends, opportunities and areas requiring improvement.

Provide management with regular performance insights and recommendations.

Evaluate the commercial return of marketing activity.

Use data to guide future campaign, budget and marketing decisions.

Continuously improve measurement and reporting capabilities.

10. Website Conversion & Customer Journey

Monitor the online customer journey from acquisition through to purchase.

Identify opportunities to improve website usability and conversion.

Analyse customer behaviour and website performance.

Test website content, merchandising, offers and calls-to-action.

Improve product discovery and navigation.

Ensure the online shopping experience is simple, effective and aligned with customer expectations.

Identify barriers to purchase and recommend improvements.

11. AI Implementation & Innovation

Identify opportunities to implement AI across SWAGG's marketing, e-commerce and business

operations.

Research, evaluate and implement AI tools and technologies that can improve efficiency, productivity

and commercial performance.

Identify repetitive, time-consuming or manual processes that could be automated or enhanced through AI.

Implement AI-powered solutions for content creation, creative production, data analysis, marketing automation and other relevant marketing functions.

Explore and implement AI tools for website and e-commerce optimisation, including AI-assisted product discovery and customer interactions.

Develop practical AI workflows that improve the speed and quality of marketing execution.

Stay up to date with emerging AI technologies, platforms and applications relevant to marketing and e-commerce.

Test new AI tools and assess their potential business value before implementation.

Train and support relevant team members in the effective use of AI tools where required.

Ensure AI is implemented in a commercially responsible manner while maintaining SWAGG's brand standards, quality and customer experience.

Continuously identify new opportunities where AI can provide a competitive advantage for SWAGG.

12. Partnerships, PR & Collaborations

Identify relevant marketing, media and brand partnership opportunities.

Evaluate potential partnerships based on commercial and brand value.

Manage communications with external partners.

Support brand collaborations and promotional partnerships.

Coordinate digital exposure and promotional opportunities.

Assist with PR and media activity where relevant.

13. Events & Activations

Support the planning and marketing of SWAGG events, activations and exhibitions.

Develop digital campaigns around events and activations.

Coordinate social media and content before, during and after events.

Support promotional and sales objectives associated with events.

Assist with event-related digital content and customer acquisition.

Track and report on the performance of event marketing activity.

14. B2B & Corporate Marketing

Support the marketing of SWAGG's B2B, wholesale and corporate offering.

Develop digital marketing initiatives targeting corporate and business customers.

Support corporate wear marketing activities through catalogue updating.

Assist with B2B website and digital experience development.

Develop relevant content and campaigns for business customers.

Identify opportunities to generate and nurture B2B leads through digital channels.

15. Marketing Technology & Automation

Manage and evaluate digital marketing platforms, applications and integrations.

Identify opportunities to automate repetitive marketing processes.

Research and implement new digital marketing technologies.

Explore the practical application of AI within marketing and e-commerce.

Identify technologies that can improve productivity, customer experience, data analysis and

marketing performance.

Work with website, e-commerce and marketing technology providers where required.

16. Brand Management

Ensure all digital activity is aligned with SWAGG's brand identity and positioning.

Maintain consistency across website, social media, advertising, email and other customer

touchpoints.

Help evolve and communicate SWAGG's positioning across golf, lifestyle, performance and corporate markets.

Ensure all customer-facing digital communication maintains a consistent tone and visual identity.

KEY CHANNELS & PLATFORMS

The successful candidate will work across a range of digital platforms, including:

Shopify

Google Ads

Meta Ads Manager

Google Analytics / GA

Mailchimp

SEO tools and Shopify SEO applications

Social media platforms

Shopify applications and integrations

Canva / Adobe or equivalent creative software for graphic design and video editing

AI-powered marketing and creative tools

Experience with additional marketing, analytics, automation or e-commerce platforms would be advantageous.

KEY PERFORMANCE AREAS

The role will be measured against a combination of commercial, marketing and operational KPIs, including:

Online revenue growth

E-commerce conversion rate

Return on advertising spend (ROAS)

Digital customer acquisition

Website traffic and growth

Paid media performance

Email performance and growth

Social media growth and engagement

Customer acquisition and retention

Campaign performance

Product launch performance

Website optimisation and conversion

Overall digital marketing ROI

REQUIRED EXPERIENCE & SKILLS

Essential

Relevant experience in digital marketing, e-commerce or a similar role.

Strong understanding of digital marketing channels and customer acquisition.

Experience managing paid advertising, particularly Google Ads and Meta Ads.

Experience with Shopify or another e-commerce platform.

Understanding of SEO and website optimisation.

Experience with email marketing platforms such as Mailchimp.

Strong copywriting and content creation skills.

Strong analytical and reporting abilities.

Commercial understanding of revenue, ROAS, conversion and marketing ROI.

Strong organisational and project management skills.

Ability to manage multiple campaigns and priorities simultaneously.

Strong attention to detail.

Ability to work independently and take ownership of projects.

6Advantageous

Experience in fashion, apparel, retail, golf, lifestyle or e-commerce.

Experience with Google Analytics / GA4.

Experience with Shopify apps and integrations.

Experience with influencer and affiliate marketing.

Experience with B2B or corporate marketing.

Graphic design or video editing experience.

Experience using AI tools within marketing.

Basic understanding of HTML/CSS and website functionality.

Experience with marketing automation.

Strong understanding of data analytics and performance marketing.

PERSONAL ATTRIBUTES

We are looking for someone who is:

Commercially minded

Data-driven

Creative

Proactive

Highly organised

Curious and willing to learn

Comfortable with technology

Hands-on and willing to execute

Able to work independently

Comfortable managing multiple priorities

Solutions-oriented

Detail-oriented

Able to think strategically while remaining execution-focused

Passionate about digital marketing and e-commerce

Constantly looking for ways to improve performance

THE IDEAL CANDIDATE

The ideal candidate is not simply someone who can post on social media or manage advertising campaigns.

They should be able to look at the entire digital customer journey - from someone discovering SWAGG

through an advert or search result, through to browsing the website, receiving communications,

purchasing a product and becoming a repeat customer - and identify opportunities to improve every stage of that journey.

7They should be comfortable working across marketing, e-commerce, creative, technology and analytics,

and be capable of taking an idea from strategy through to execution and measurement.

This is a hands-on role suited to someone who enjoys having ownership, working across multiple disciplines and seeing a direct connection between their work and commercial results.

Work Location: In person