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Digital Marketing Manager

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TGI Fridays

20d ago

  • Job
    Full-time
    Senior Level
  • Customer Relations
    Marketing
  • Birmingham, +3

AI generated summary

  • You must have 5+ years in digital marketing, expertise in paid media, CRM, email programs, loyalty management, and data analysis. Strong communication skills and adaptability are essential.
  • You will execute and optimize digital marketing campaigns, manage CRM, analyze performance metrics, conduct A/B testing, collaborate with teams, oversee budgets, build partner relationships, and stay updated on trends.

Requirements

  • Minimum of 5 years’ experience as a digital marketing manager, with a focus on paid media marketing and CRM.
  • Paid Media Expertise: Strong hands-on knowledge of digital advertising platforms (Google Ads, Meta Ads etc.) and performance measurement tools (Google Analytics, SEMrush etc.) to manage the campaigns from start to finish.
  • Email Experience: Proven background of managing email programs with broadcast and automations, creating emails, segmenting audiences, sending the emails and reporting.
  • Loyalty Experience: Previous experience of managing loyalty programs, audience analysis, program management and offer set up and reporting.
  • Comms planning: ability to create and activate a comms plan within paid media, push messaging and email to align with business objectives and campaign focus.
  • Analytical Skills: Ability to interpret data and translate insights into actionable strategies to improve digital campaign performance – strong Excel skills.
  • Communication Skills: Excellent written and verbal communication skills for collaborating with internal teams, agencies, and external partners. Confidence in presenting ideas and recommendations to drive growth in your area.
  • Adaptability: Ability to thrive in a fast-paced, constantly changing environment.
  • Experience in the hospitality industry or similar is a plus.
  • Familiarity with CRM and email platforms (e.g., Punchh, Salesforce).
  • Knowledge of SEO and content marketing strategies.
  • Experience managing digital campaigns with a national or regional focus.
  • Please note: we do not use Media agencies, so hands-on experience of managing campaigns is a must.

Responsibilities

  • Develop and Execute Digital Marketing Campaigns: Plan, execute, optimise and report on digital marketing campaigns across multiple channels (e.g. Paid search, paid social, display) to drive bookings, brand awareness, engagement, and conversions. This is hands-on, direct responsibility, without the use of agencies.
  • CRM management: Plan and activate broadcast and automated emails, ownership of the CRM platform, including setting up rewards and testing.
  • Grow loyalty and acquisition: Find opportunities to recruit new members through offers and keep existing members engaged through the rewards app notifications and promotions. Use customer and sales data to improve our CRM, grow our audience and drive frequency of visits and spend per head
  • Performance Analysis and Reporting: Monitor, analyse, and report on key metrics (ROI, CPC, CPA, CTR, etc.), leveraging data to inform decision-making and optimize future campaigns. This is a heavily data lead role.
  • A/B Testing & Optimisation: Continuously test and refine digital marketing strategies and creatives to improve campaign performance, including ad creative, bidding strategies, channel mix, ad copy, targeting identify campaign opportunities for additional revenue.
  • Audience Targeting and Segmentation: Use audience data to create personalised marketing campaigns that target specific demographics and customer segments to drive engagement.
  • Collaborate with Cross-Functional Teams: Work closely with the creative, brand and content teams to ensure all digital campaigns align with TGI Fridays’ brand guidelines and messaging. You should be comfortable creating short copy for campaign ads and making tweaks to assets using simple creative platforms like Canva.
  • Media Budget Management: Manage digital media budgets to ensure optimal allocation of spend - maximising and reporting on campaign performance within budget constraints.
  • Partner Relationships: Collaborate with external partners, and platforms to drive bookings through third parties. Searching for new partner opportunities and improve existing campaign results within the current partners.
  • Stay Current with Digital Trends: Keep up-to-date with the latest digital marketing trends, tools, and best practices to ensure TGI Fridays stays ahead of the competition in the digital landscape.
  • Regular Travel to Venues: Attend on-site meetings and events at TGI Fridays locations to gain insights into the brand and ensure alignment of digital campaigns with in-store promotions and strategies.

FAQs

Is this position fully remote?

The position is remote, but it is only open to UK residents who can attend meetings in various cities approximately once a week.

What are the travel requirements for this role?

Regular travel is required for meetings in London, Birmingham, Bristol, and Milton Keynes, with attendance expected approximately once a week.

What is the salary for this position?

The salary for the Digital Performance Marketing Manager role is £45K.

What qualifications are required for this position?

Candidates must have a minimum of 5 years’ experience as a digital marketing manager, with a focus on paid media and CRM, along with relevant skills such as analytical abilities, communication skills, and paid media expertise.

Are there opportunities for professional development?

While specific professional development opportunities are not listed, the role involves staying current with digital marketing trends, which suggests ongoing learning and adaptation to industry changes.

Is experience in the hospitality industry necessary?

Experience in the hospitality industry is preferred but not required. It is considered a plus for candidates applying for this role.

What type of marketing channels will I be responsible for?

You will be responsible for digital marketing campaigns across multiple channels, including paid search, paid social, display, and email marketing, among others.

Does TGI Fridays use media agencies for their campaigns?

No, TGI Fridays does not use media agencies, so hands-on experience managing campaigns is essential for this role.

What tools should I be familiar with for this position?

Candidates should have strong hands-on knowledge of digital advertising platforms (such as Google Ads and Meta Ads), performance measurement tools (like Google Analytics and SEMrush), and experience with CRM platforms.

What type of reports will I be responsible for?

You will be responsible for monitoring, analyzing, and reporting on key performance metrics, including ROI, CPC, CPA, and CTR, to inform decision-making and optimize future campaigns.

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TGI Fridays

Retail & Consumer Goods
Industry
10,001+
Employees
1965
Founded Year

Mission & Purpose

In 1965, TGI Fridays opened its first location in New York City. Today, there are 890 restaurants in 60 countries offering high quality, authentic American food and legendary drinks, bringing together all people from all places. The freeing and liberating spirit of "Friday"​ combined with our belief that all are welcome is our founding premise. We are The People of All Stripes.