Senior Marketing Manager - Digital, Audiences and Data

• HubSpot Marketing Hub and marketing automation  
•  CRM data quality, segmentation and governance  
•  HubSpot-Dynamics integration, field mapping and troubleshooting  
•  GA4, Power BI dashboards and campaign reporting  
•  Website optimisation, UX, conversion tracking and performance measurement  

Key Responsibilities

• Manage and optimise CPC's digital channels, including the website, email communications, marketing automation platforms and supporting digital infrastructure. 
• Lead on website development, ensuring it evolves to meet business and audience needs through continuous improvement to UX and conversion rates. 
• Plan, build and execute email marketing campaigns, emails and automated nurture journeys. 
• Develop and maintain audience segmentation strategies to improve targeting and engagement. 
• Oversee the day-to-day performance of social channels, providing guidance and support to the Social Media & Digital Lead. 
• Ensure all digital channels are effectively integrated and aligned to campaign and business objectives. 
• Oversee the integrated content and channel calendar, working with the Social Media & Digital Lead and wider Marketing & Communications team to ensure content is effectively scheduled, coordinated and distributed across channels. 

• Own and manage the marketing tech stack, including HubSpot, GA4 and associated platforms. 
• Manage the HubSpot-Dynamics integration, including troubleshooting issues, field mapping and process improvements. 
• Maintain CRM structures, customer records, and data governance processes. 
•  Develop and optimise marketing automation workflows and customer journeys. 
• Manage audience creation, segmentation, and data preparation for campaigns. 
• Identify opportunities to improve systems, processes, and automation to increase efficiency and effectiveness. 
• Collaborate with Digital Workplace colleagues to scope and deliver Power BI and Dynamics dashboards to track performance on channel and campaign effectiveness and audience engagement.   
• Scope, recommend and utilise suitable MarTech products to optimise our marketing and communications. 
• Work in close collaboration with Senior Marketing Managers to ensure campaigns are executed accurately, on time, and within budget.  

• Management of audience insights and personas, including demographic, behavioural and engagement data, to inform targeted marketing plans and outputs.   
• Build a strong understanding of CPC audiences and support the wider organisation in adopting an audience-first approach. 
•  Analyse campaign, channel and audience performance to identify opportunities for optimisation. 
• Develop dashboards and reports that provide actionable insights for Marketing & Comms, Events, business development and senior stakeholders. 
• Track and report on marketing KPIs, including: 
•  Website performance and conversions 
• Targeted audience growth and engagement 
• Campaign effectiveness 
• Marketing automation performance 
• Strategic account engagement 
• Event performance 
• Champion a test-and-learn culture through the use of data, experimentation and performance measurement. 
• Provide evidence, advice and support to colleagues to improve campaign effectiveness and marketing outcomes. 

• Work closely with Marketing Managers to support the successful delivery of integrated marketing campaigns. 
• Design and implement customer journeys and lead capture processes to support campaign objectives. 
• Ensure campaigns are correctly configured, tracked, reported and optimised. 
• Support lead management processes and marketing attribution reporting. 
• Contribute audience, data and performance insight throughout campaign planning and delivery. 

• Support the Events team with event registration platforms, automated email flows, and reporting. 
• Manage event-related integrations between marketing and CRM systems. 
• Process and maintain attendee data collected through third-party events and partner activities. 
• Support the sourcing and delivery of technology solutions for major events, including Connected Places Summit. 
• Manage external suppliers and agencies responsible for event-related digital platforms and websites where required. 

• Ensure customer and marketing data is managed in accordance with GDPR and organisational policies. 
• Work closely with Compliance and Digital Workplace colleagues to maintain appropriate data governance standards. 
• Champion data quality, consistency and good data management practices across the organisation. 
• Develop guidance, processes and resources to improve data hygiene and user adoption. 
• Work closely with Cyber Security colleagues to maintain appropriate Cyber Security standards. 

• Manage operational budgets associated with digital platforms, software subscriptions, website development and related activities. 
• Monitor expenditure and ensure value for money across suppliers and technology investments. 

• Line manage the Social Media & Digital Lead. 
• Provide coaching, support and professional development. 
• Set objectives, manage performance and support delivery of team priorities. 
• Foster collaboration between digital, campaign and communications activities across the team. 

Skills, Knowledge and Expertise