Digital Marketing Director
At Irish Guide Dogs, we seek an experienced Digital Marketing Director to join our team.
In this strategic and hands-on role, you will help shape and deliver our digital strategy, leveraging your expertise in digital marketing to drive awareness, donations, and engagement through various channels.
This is an exciting opportunity for someone who enjoys working across disciplines and is passionate about making a difference. You will work closely with colleagues across fundraising, communications, and client services to help us reach more people, tell our story effectively, and raise vital income to support our life-changing mission.
The successful candidate will have a proven track record in digital marketing, ideally within the not-for-profit or purpose-led sector. You will have a strong working knowledge of digital strategy, campaign planning, and multi-channel delivery, as well as experience managing or collaborating on website content and development.
You will also be responsible for leading the planning and execution of paid social media campaigns, creating and testing audience targeting, creative messaging, and ad formats across relevant platforms. Additionally, you will manage and optimise email marketing campaigns, including segmentation and personalisation to improve relevance and impact.
Our ideal candidate will have excellent communication skills, both written and verbal, and strong organisational and project management skills. A genuine interest in the mission and values of the charity sector is essential.
Key Responsibilities:
* Digital Strategy & Planning:
o Develop a digital marketing strategy that supports our goals in fundraising, awareness, and supporter engagement.
o Set clear digital KPIs, track performance across channels, and provide regular reporting with insights and ideas for improvement.
o Stay up-to-date with trends in the charity and digital marketing sectors and help us spot opportunities to innovate and improve.
* Social Media Advertising:
o Lead the planning and execution of paid social media campaigns to support fundraising and awareness goals.
o Create and test audience targeting, creative messaging, and ad formats across relevant platforms (e.g. Facebook, Instagram, LinkedIn).
* Email Marketing:
o Plan, deliver and optimise email campaigns to our supporters and donors with support from other stakeholders.
o Optimise segmentation and personalisation to improve relevance and impact.
* E-commerce (Online Shop):
o Manage and optimise return from our online shop in collaboration with the fundraising teams.
* Website Management:
o Optimise management of the website while planning for future enhancements, new features, and content that support both our income goals and broader organisational needs.
o Use analytics to identify opportunities to improve the user experience and increase conversion in donations and supporters.
* Search Engine Optimisation (SEO):
o Implement a sensible, practical SEO approach to improve visibility and income, particularly around campaigns, services, advocacy, and fundraising efforts.
* Reporting and Analysis:
o Provide reporting with clear KPIs demonstrating return on all activities.
o Contribute to a culture of learning and continuous improvement.
Person Specification:
* Essential:
o Proven experience in a digital marketing role, ideally with direct response marketing experience within the not-for-profit or purpose-led sector.
o Strong working knowledge of digital strategy, campaign planning, and multi-channel delivery.
o Experience managing or collaborating on website content and development.
o Good understanding of SEO principles and how to apply them.
o Experience running email marketing campaigns, ideally using segmentation or automation tools.
o A solid grasp of how e-commerce platforms work and how to increase online sales.
o Experience running social media ad campaigns (e.g. Meta Ads Manager, LinkedIn).
o Confidence in using analytics platforms (e.g. Google Analytics 4) and turning data into insights.
o Excellent communication skills - written, verbal, and interpersonal.
o Strong organisational and project management skills.
o A genuine interest in the mission and values of the charity sector.
* Desirable:
o Experience with CRM systems or marketing automation platforms.
o Confidence using tools like Canva or Adobe Creative Suite for visual content.
o Experience working with agencies or freelance partners.
o A curiosity about how emerging tools like artificial intelligence might support or enhance digital marketing work.