Digital Marketing Executive

35 Hour Working Week

Hybrid role with 2 days home based per week

Purpose of Role:

Work closely with the Website and Digital Marketing Manager to plan, deliver and optimise SEO, GEO and paid search activity. The role is responsible for developing effective digital campaigns and content across the website, email and paid channels, ensuring delivery against the wider Marketing and Communications strategy and annual business plans.

The role also supports website development and digital projects, including keyword research, creation of SEO/GEO-optimised content, website updates, and the analysis and reporting of digital performance to inform continuous improvement.

Key Responsibilities & Accountabilities

· Plan, implement and optimise PPC campaigns across search and display platforms, including campaign structure, targeting, bidding and budget management.

· Monitor and maintain the technical SEO health of the website through regular audits, crawl and indexation checks.

· Conduct keyword research and support the creation of SEO/GEO-optimised web content to improve organic visibility and user engagement.

· Manage and optimise landing pages and conversion journeys, working with internal teams to improve performance and user experience.

· Analyse website traffic, search visibility and competitor activity, identifying trends, opportunities and areas for improvement.

· Produce regular performance reports and dashboards covering SEO, PPC and wider digital activity, providing insight and recommendations to improve results.

· Research and evaluate emerging SEO, GEO, PPC, analytics and AI trends, identifying opportunities to enhance digital performance.

· Manage digital content calendars, ensuring optimisation activity is timely, relevant and aligned across IMI digital channels.

· Build effective relationships with stakeholders across the organisation and support the development of a data-led decision-making culture.

· Provide guidance and training to colleagues on SEO, analytics and reporting tools, including senior stakeholders where required.

· Support the wider marketing team with digital marketing initiatives, performance analysis and campaign optimisation.

· Proactively manage and optimise the IMI's Google Business Profile.

PERSON SPECIFICATION

Essential Knowledge & Experience

· Strong understanding of SEO principles, including technical, on-page and off-page optimisation.

· Experience planning, delivering and optimising Google Ads campaigns, including bid, budget and performance management.

· Strong copywriting and editing skills, with the ability to produce engaging, SEO/GEO-optimised digital content.

· Experience using Google Analytics (GA4), Google Search Console and other digital performance tools.

· Experience creating reports and dashboards using platforms such as Looker Studio or Power BI and translating data into actionable recommendations.

· Experience managing and developing websites, with knowledge of CMS platforms.

· Manage day-to-day paid search spend and budget allocation, ensuring campaigns remain on track and within agreed budget parameters.

· Understanding of search engine algorithms and digital marketing best practice.

· Strong communication and stakeholder-management skills, with the ability to present complex information clearly.

· Excellent organisational skills and the ability to manage multiple priorities and deadlines.

· Strong analytical skills, with experience interpreting data to support business objectives.

· High attention to detail and commitment to accuracy.

· Proven ability to collaborate effectively across teams and build productive working relationships.

Desirable Knowledge & Skills

· Knowledge of emerging GEO (Generative Engine Optimisation) best practice and AI-driven search developments.

· Experience using Drupal CMS.

· Experience working within a membership organisation, professional body or further education environment.

Desirable Qualifications:

· Technical degree or equivalent technical experience

· Digital marketing qualification, e.g. Google Ads or Google Analytics certification

Other Requirements

· Hybrid - Hertfordshire head office/home based

· Full time, with flexibility required to accommodate regular event attendance

· To undertake other tasks to support the business as required

Pay: £33,000.00-£35,000.00 per year

Work Location: In person