Digital Marketing Specialist

Roles and responsibilities

• Support marketing team members with setting up and monitoring paid campaigns
• Monitor paid performance and budgets across the Marketing team
• Build on automation and AI to improve paid performance
• Develop Canonical's adtech stack to industry leading standard
  
  

What we are looking for in you

• Proficiency with all ad platforms (Google, LinkedIn, Facebook...)
• Familiarity with campaign tracking and analytics tools
• Experience driving successful lead generation campaigns.
• Experience with A/B testing and data-driven decision making.
• Exceptional interpersonal skills and aptitude for forging trusting relationships across diverse, cross-functional teams
• Proven ability to prioritise and differentiate what matters from the noise, meeting deadlines without sacrificing quality
• A growth mindset - someone who is not afraid to think big and take on risks
• Engagement with the latest trends in marketing technology
• Willingness to travel up to 4 times a year for internal events
  
  

Your base pay will depend on various factors including your geographical location, level of experience, knowledge and skills. In addition to the benefits above, certain roles are also eligible for additional benefits and rewards including annual bonuses and sales incentives based on revenue or utilisation. Our compensation philosophy is to ensure equity right across our global workforce.

In addition to a competitive base pay, we provide all team members with additional benefits, which reflect our values and ideals. Please note that additional benefits may apply depending on the work location and, for more information on these, you can ask in the later stages of the recruitment process.

Desired candidate profile

1. Key Digital Marketing Channels

a) Search Engine Optimization (SEO)

• On-Page SEO: Optimizing content, meta tags (title, description), headers, images, and URL structure for search engines.
• Off-Page SEO: Building backlinks from reputable sites to improve domain authority.
• Technical SEO: Ensuring website architecture, mobile responsiveness, speed, and secure connections (SSL) are optimized for search engine crawling and ranking.
• Keyword Research: Identifying and targeting the most relevant keywords that potential customers are searching for.
• SEO Analytics: Using tools like Google Analytics and Google Search Console to track site traffic, user behavior, and ranking performance.

b) Content Marketing

• Content Creation: Writing blog posts, creating videos, infographics, case studies, eBooks, and other types of content that engage users and address their needs.
• Content Strategy: Developing a plan that aligns content creation with business objectives, user personas, and audience engagement.
• Storytelling: Crafting narratives that resonate with audiences to build brand loyalty and trust.
• Content Distribution: Promoting content across social media, blogs, newsletters, and other channels to maximize reach.

c) Social Media Marketing

• Platform Management: Managing profiles and pages on social networks like Facebook, Instagram, Twitter, LinkedIn, TikTok, and Pinterest.
• Social Media Advertising: Running paid campaigns on social platforms, such as Facebook Ads or Instagram Ads, to promote products and services.
• Engagement: Building relationships with audiences through likes, shares, comments, and direct messaging.
• Influencer Marketing: Partnering with influencers to promote a brand or product to their followers.

d) Email Marketing

• Email Campaigns: Crafting targeted emails to specific segments of a customer base, promoting products, content, or services.
• List Segmentation: Dividing email subscribers into groups based on demographics, behavior, and purchase history to send personalized content.
• A/B Testing: Testing different subject lines, content, and designs to optimize open rates and conversions.
• Automation: Setting up automated workflows for onboarding emails, abandoned cart reminders, or re-engagement campaigns using tools like Mailchimp or HubSpot.

e) Pay-Per-Click Advertising (PPC)

• Google Ads: Running paid ads on Google’s search engine or the Google Display Network (GDN) to target specific keywords.
• Bing Ads: Using Microsoft's advertising platform as an alternative or supplement to Google Ads.
• Social Media Ads: Creating and managing paid advertising campaigns on platforms like Facebook, LinkedIn, Twitter, and Instagram.
• Remarketing/Retargeting: Serving ads to users who have previously visited a website but didn’t convert.
• Bid Management: Optimizing ad spend through bidding strategies to ensure the best return on investment (ROI).

f) Affiliate Marketing

• Affiliate Programs: Partnering with third-party marketers (affiliates) who promote your products or services and earn commissions based on sales or leads generated.
• Tracking and Analytics: Using affiliate platforms or networks to monitor sales and performance metrics.
• Commission Models: Implementing models like Cost Per Sale (CPS), Cost Per Action (CPA), or Cost Per Lead (CPL).