Digital Marketing Manager at Liverpool Cathedral

This job has now expired
£25k - £30k per annum

Full time position of 35 hours per week although applicants looking for part-time work will be considered.
Two year fixed-term.
25 days holiday (full time).

Closing date 10th May
Interview date 14th May - to be held virtually

Do you relish the challenge of developing a digital marketing strategy? Are you someone who can see digital campaigns from conception to execution through to evaluation, making sure they are optimised to ensure digital growth?

We are looking for a new team member who is passionate about all things digital to enable us to make the most of our current digital platforms while advising us of what we should embrace next.

You'll be auditing our current digital offer while integrating new systems to develop a more holistic view of our activity. You will be confident using analytics to inform strategy and providing clear business cases for your recommendations.

A digital expert, you’ll also need to be comfortable working in an organisation with multiple stakeholders, ideally both in the local community and visitors who are national and international.

Your hard work will increase the speed of our build back after COVID-19, which saw our annual visitor figures at 25% of 2019. Over the next two years, we have an extensive cultural programme, in addition to our liturgical calendar.

While you will be working with and be part of the wider Communications Team, which works across both Liverpool Cathedral and the Diocese of Liverpool (including parishes, schools and chaplaincies across the region), your focus will exclusively be the Cathedral.

The initial part of the role will entail editing and writing content for our website refresh, due to relaunch in summer 2021.

Liverpool Cathedral is proud to be an equal opportunities employer and does not discriminate on the grounds of gender, sexual orientation, marital or civil partner status, pregnancy or maternity, gender reassignment, race, colour, nationality, ethnic or national origin, religion or belief, disability or age. We welcome all including those with no faith or exploring their faith.

Reporting to the Communications Manager the main objectives of this role include developing and implement a digital marketing strategy incorporating:

  • Building website traffic through digital marketing activity such as SEO, advising on content delivery for the organisations’ channels
  • Advise and maximise website user experience and user journeys.
  • Optimise CRM system to build target customer profiles (pen portraits) to enable the organisation to
    • sustain and build income generation from fundraising and enterprise sources
    • maintain and increase Cathedral visitor numbers.
  • Coordinate and plan effective use of email marketing and audience segmentation across the organisation, ensuring organisation GDPR (UK) and PCER compliance while maximising impact and thus ROI.
  • Create and update a digital marketing benchmarking plan to ensure the organisation understands the competitive digital landscape in which it operates.
  • Analysing and reporting digital channel performance data to help inform organisational direction, best practice and ultimately our digital strategy.
  • Advise on long-term technical development for digital marketing growth, identifying gaps and evaluating risk of non-development.
  • Collaborate with the Communications Team and other content providers to ensure that the content developed for all digital channels is informed by digital best practice in order to drive traffic, enhance our brand and deliver against our digital KPIs.
  • Building positive relationships with internal stakeholders beyond the Communications Team, such as Fundraising, Events, Retail, Visitor Experience, Education, Faith, Worship and Music departments.
  • Supervising the day-to-day workload of the Digital Apprentice, ensuring their work is informed by digital best practice and aligns fully with our brand.
  • Supervising the training of the Digital Apprentice, including identifying appropriate courses, webinars to ensure their progression meets their needs and that of their funder.
  • Provide technical support to the organisation through an in-depth knowledge of our CMS, email, CRM, data capture and data analysis tools.
  • Develop a programme/schedule while liaising with internal teams to ensure that website content is up-to-date and accurate.
  • Take an innovative and proactive approach in recommending digital opportunities to enhance our marketing, visitor experience and commercial operation.

Essential requirements

  • Educated to degree level or substantial work experience with continuous professional development.
  • Demonstrable knowledge and understanding of best practice in web design particularly in terms of design and accessibility.
  • ​Experience of website management in an in-house role.
  • ​Experience of search engine optimisation (SEO).
  • Experience and understanding of digital analytics to make informed marketing decisions.
  • Have experience of email marketing and use of delivery systems such as MailChimp.
  • Knowledge of copyright, intellectual property rights, GDPR (UK) compliance and PECR how these relate and impact digital communications.
  • Proven ability to work collaboratively in a small team with changing demands.
  • Experience using CRM systems.
  • Experience of managing people.
  • Excellent communication skills, written and verbal.
  • Able to develop rapport quickly with people.
  • Able to analyse data and to identify trends and patterns.
  • Able to present confidently face-to-face to groups and individuals.
  • Able to motivate and inspire others within the wider organisation and externally.
  • Excellent organisational skills.
  • Able to prioritise tasks to meet deadlines.
  • Committed to continual professional development.
  • Approachable and friendly.
  • Positive, problem solving approach.
  • Willing to take ownership and responsibility for completing a task.
  • Works well with other people.
  • Diplomatic.
  • Committed to getting the job done.
  • To be in sympathy with the work and mission of the Cathedral.
  • Able to work flexibly, including some weekend working and occasional evenings.

Desirable requirements

  • Digital Marketing qualification e.g. DMI, CIM, British Academy of Digital Marketing.
  • Google Academy/Garage training.
  • Five years’ digital marketing experience.
  • Experience leading and managing search engine marketing and/or display advertising campaigns.
  • Experience of marketing paid, ticketed events.
  • Experience of Umbraco CMS.
  • Knowledge of Beacon CRM.
  • Experience in developing a live streaming strategy.
  • Knowledge/experience of project management as way of ensuring marketing plans are delivered in a timely fashion.
  • Demonstrates a working knowledge of the Cathedral and its role within the Liverpool City Region.

Liverpool Cathedral is Grade I listed, the largest cathedral in the UK and one of the largest in the world. Historic England calls us: “the last undoubted masterpiece of the Gothic craftsmanship, in England.” We are a vibrant, active place that the people of the city, regions and world encounter in many ways. As a Cathedral, we face out into Liverpool and we see our mission as engaging with the city and the needs and welfare of its people whether they hold a Christian faith or not.

Liverpool Cathedral sits at the centre of five converging conservation areas and offers one of the greatest views over Liverpool’s UNESCO world heritage site. Our building is considered to be the crowning achievement of globally renowned architect Sir Giles Gilbert Scott, who was also responsible for British icons such as Battersea Power Station and the red telephone box. We house the Grand Organ, the largest pipe organ in the UK and one of the largest instruments in the world. We have an internationally renowned choir, and our art collection includes work by artists such as Tracey Emin, Elisabeth Frink, and Charles Lutyens. We have won (or been shortlisted for) numerous Liverpool City Region Tourism Awards, and before COVID-19, we were one of the most visited Cathedrals in the UK, welcoming over 800,000 visitors each year.

Liverpool Cathedral is proud to be a place of Encounter, built by the People, for the People, to the Glory of God.