Role Purpose

The Digital Marketing Manager is responsible for activating, managing and continuously improving ADB SAFEGATE’s digital marketing presence across paid, owned and organic channels.

Working from an integrated campaign brief, the role translates campaign objectives into effective omni-channel digital activation — determining the appropriate audiences, channels, formats, customer journeys and optimisation opportunities required to generate engagement and qualified demand.

The role has hands-on responsibility across paid digital media, social media, the ADB SAFEGATE website and Umbraco CMS, SEO, Generative Engine Optimisation (GEO), digital campaign journeys, analytics and the company’s wider online presence.

This is not primarily a social media publishing role. It is a hands-on digital marketing position for someone who understands what happens across the complete digital customer journey: how audiences discover ADB SAFEGATE, what attracts their attention, how they engage with content, where they go next, whether they convert and how performance can be continuously improved.

The Digital Marketing Manager works closely with the Global Marketing Director, Product Marketing, Marketing Intelligence, Business Applications and creative/content resources. The Global Marketing Director owns the overall strategy, priorities and approved budget; the Digital Marketing Manager owns digital activation and optimisation within that brief.

The successful candidate should be capable of receiving a campaign brief and independently developing a recommendation for how that campaign should be activated digitally, rather than requiring detailed channel-by-channel instructions.

Key Responsibilities

1. Digital Campaign Activation

Translate integrated campaign briefs into practical omni-channel digital activation plans.

Recommend the appropriate combination of paid, owned and organic channels based on campaign objectives, target audiences, customer journey, available budget and expected commercial outcomes.

Plan and execute digital activity across channels including:

• LinkedIn
• Google Search and Display
• Instagram and Meta platforms where relevant
• YouTube
• Email and marketing automation
• ADB SAFEGATE website and campaign landing pages
• Retargeting and audience-based advertising
• Relevant Manager and industry digital channels

Define audiences, targeting, campaign structures, formats, calls to action and conversion journeys.

Coordinate digital activity across channels so campaigns operate as connected customer journeys rather than isolated advertisements, posts, emails and web pages.

Ensure digital activation is ready, tested and measurable before campaign launch.

2. Paid Digital Media

Plan, build and manage paid campaigns across platforms including LinkedIn Campaign Manager and Google Ads.

Manage targeting, campaign structures, budgets, bidding approaches, creative variants, conversion objectives and retargeting.

Continuously monitor campaign performance and optimise audiences, spend, messaging, creative, formats and calls to action based on evidence.

Run structured experiments and A/B tests to improve campaign effectiveness.

Identify underperforming activity early and recommend whether it should be changed, scaled, reduced or stopped.

Continuously improve the allocation of paid-media investment toward channels and activities generating meaningful engagement, qualified demand and commercial outcomes.

Ensure paid-media activity uses agreed campaign tagging and conversion tracking. Assess attribution using agreed definitions and clearly communicate measurement limitations.

3. Social Media

Manage ADB SAFEGATE’s corporate social media presence across relevant global channels.

Develop and maintain the social media calendar in coordination with integrated campaigns, Corporate Marketing, Product Marketing, events and wider company activity.

Publish and optimise organic content across relevant platforms.

Adapt content appropriately for individual channels and audiences rather than simply reproducing identical content everywhere.

Identify opportunities for timely industry commentary and amplification of ADB SAFEGATE expertise, customer activity, events, products and thought leadership.

Monitor engagement, audience development and content performance.

Support appropriate executive and employee amplification of priority content.

Monitor relevant competitor and industry activity and identify emerging themes, formats and opportunities.

Social media performance should be evaluated by its contribution to reach, engagement, authority, demand generation and wider marketing objectives rather than publishing volume alone.

4. Website, Umbraco & Digital Experience

Take hands-on responsibility for the marketing use of the ADB SAFEGATE website, including day-to-day operation of the Umbraco CMS.

Build, design and publish campaign landing pages, solution pages and other marketing content directly within Umbraco using the available templates, components and design system.

Translate campaign briefs and content requirements into effective digital page structures, applying strong judgement around information hierarchy, layout, typography, imagery, calls to action, UX and conversion.

The Digital Marketing Manager should be capable of taking a requirement such as a new campaign landing page from brief to a complete, publication-ready page in Umbraco without requiring an external agency to assemble the page.

Create and optimise forms, calls to action and onward customer journeys in coordination with HubSpot and other relevant marketing systems.

Maintain and update existing website content.

Ensure pages provide a high-quality and consistent experience across desktop and mobile devices.

Apply SEO and GEO principles during page creation rather than treating optimisation as a separate activity after publication.

Monitor website behaviour and identify opportunities to improve traffic, engagement, conversion and content discoverability.

Identify broken journeys, outdated content, weak calls to action, poor-performing pages and other issues affecting digital marketing effectiveness.

Brief Business Applications when changes require new functionality, components, templates, integrations or backend development. Business Applications coordinates delivery with IT and external development partners as required.

The role is not expected to be an Umbraco/.NET developer. However, the successful candidate must be sufficiently experienced with Umbraco to independently create, structure, design, edit, optimise and publish high-quality marketing pages within an established implementation.

5. SEO & Organic Search

Manage ongoing SEO activity across ADB SAFEGATE’s digital presence.

Monitor organic search visibility, rankings, traffic and relevant search demand.

Conduct keyword, topic and search-intent research to inform campaigns and content development.

Ensure new website and campaign content follows appropriate technical and on-page SEO principles.

Identify opportunities to improve existing pages, content structures and search performance.

Work with Business Applications to brief and implement technical SEO improvements, involving IT or external web-development partners where required.

Monitor competitor search visibility and identify topics and areas where ADB SAFEGATE should strengthen its digital authority.

Use search behaviour as an input into content and campaign planning, not simply as a reporting metric.

6. Generative Engine Optimisation (GEO) & AI Discovery

Lead practical content and channel improvements that strengthen ADB SAFEGATE’s visibility within AI-powered search and answer environments, informed by Marketing Intelligence findings.

Work with Marketing Intelligence on an agreed set of priority queries and topics. Marketing Intelligence maintains repeatable monitoring of how ADB SAFEGATE, its products and solutions are represented, documenting variability and measurement limitations.

Identify important customer questions and industry topics where ADB SAFEGATE should become a recognised authoritative digital source.

Work with Product Marketing, the Marketing Director and content resources to improve the authority, structure, clarity and discoverability of ADB SAFEGATE content. Brief Business Applications on technical changes required.

Ensure content is structured appropriately for both traditional search engines and emerging generative discovery environments.

Monitor developments in GEO, AI search and digital discovery and recommend relevant experiments and improvements.

Treat SEO and GEO as complementary disciplines focused on strengthening ADB SAFEGATE’s overall digital discoverability and authority.

7. Online Presence & Digital Reputation

Monitor ADB SAFEGATE’s broader online footprint beyond its owned digital channels.

Understand how the company, its products and priority topics appear across search engines, AI platforms, social networks, industry websites and other relevant digital environments.

Identify inaccurate, inconsistent or outdated information and coordinate corrective action where possible.

Monitor competitor digital activity and benchmark relevant aspects of ADB SAFEGATE’s online presence.

Identify emerging digital channels, technologies, audience behaviours and content formats worth testing.

Proactively identify opportunities to improve ADB SAFEGATE’s digital visibility and authority.

8. Analytics, Measurement & Optimisation

Monitor digital performance across campaigns and always-on digital activity.

Use GA4, HubSpot, advertising platforms and other analytics tools to understand audience behaviour and campaign effectiveness.

Agree campaign tagging, conversion definitions and measurement requirements with Marketing Intelligence before launch. Configure and test tracking within approved digital tools; brief Business Applications on technical implementation and integration requirements.

Analyse performance across measures including:

• Qualified reach and audience penetration
• Engagement
• Website traffic and behaviour
• Organic search visibility
• Landing-page performance
• Conversion rates
• Cost per conversion
• Lead generation
• MQL contribution
• Retargeting performance
• Channel effectiveness
• Creative and messaging effectiveness
• Relevant pipeline contribution

Translate data into recommendations and actions rather than simply producing reports.

Continuously optimise campaigns based on performance.

Adjust investment between audiences, channels, formats and creative approaches within approved budgets and agreed decision limits. Seek the Marketing Director’s approval for material changes to budget or campaign scope.

Identify underperformance early and recommend corrective action.

Be able to clearly explain what is working, what is not working, why, and what should happen next.

9. HubSpot, Marketing Technology & Digital Journeys

Use HubSpot and associated marketing technologies to support digital campaign execution, lead capture, segmentation, automation and measurement.

Apply agreed campaign tagging, tracking and attribution conventions, validating the journey before launch and escalating data or integration failures to Business Applications.

Work with Marketing Intelligence on audience insight, agreed lifecycle definitions and performance interpretation. Business Applications maintains the underlying applications and delivers approved system changes against business briefs.

Understand the relationship between advertising platforms, website activity, HubSpot and CRM sufficiently to identify weaknesses or failures within the digital customer journey.

Support the creation and optimisation of digital conversion journeys from initial advertising or content engagement through website interaction, lead capture and subsequent marketing activity.

Evaluate new digital and AI-enabled tools against campaign needs and company requirements. Recommend adoption to the Marketing Director and involve Business Applications in technical assessment and implementation.

Role Within the Marketing Operating Model

The Digital Marketing Manager owns digital activation and optimisation within integrated campaigns led by the Global Marketing Director.

Within an integrated campaign:

Product Marketing provides product, market and customer expertise, positioning, propositions, evidence and technical content.

The Marketing Director owns the overall campaign, campaign plan, content programme, dependencies, timeline, priorities and integrated execution.

Digital Marketing Manager determines how the campaign is activated digitally, reaches priority audiences, generates engagement and converts demand.

Marketing Intelligence provides market and audience research, consolidated campaign and funnel analysis, attribution interpretation and repeatable AI/GEO visibility monitoring. The Digital Marketing Manager uses these insights alongside channel data to implement and evaluate improvements.

Business Applications maintains and develops marketing applications against agreed briefs, including systems administration, integrations and reporting infrastructure. Creative, video and other Manager resources may be provided internally or externally according to campaign requirements.

The Digital Marketing Manager is expected to work collaboratively across these capabilities while retaining clear responsibility for digital activation and optimisation.

Experience & Capabilities

The successful candidate should demonstrate:

• Strong hands-on B2B digital marketing experience.
• Experience activating integrated campaigns across multiple digital channels.
• Practical experience managing LinkedIn Campaign Manager and Google Ads.
• Experience managing paid-media budgets and optimising campaigns against measurable objectives.
• Strong organic social media management experience.
• Hands-on experience using Umbraco CMS to create, structure, design, edit and publish website pages.
• Ability to translate campaign and content briefs into effective digital page layouts using an established component library or design system.
• Strong understanding of website UX, responsive design, information hierarchy and conversion principles.
• Practical understanding of SEO and modern organic-search strategy.
• Understanding of emerging GEO and AI-search practices.
• Experience using GA4 and digital analytics.
• Experience using HubSpot or comparable CRM/marketing automation technology.
• Understanding of conversion tracking, UTMs, attribution and digital customer journeys.
• Experience with retargeting, audience segmentation and digital lead generation.
• Strong analytical capability and confidence making optimisation decisions based on data.
• Good copywriting, editing and content judgement.
• Ability to work effectively with marketers, designers, developers, agencies and technical Managers.
• Ability to manage multiple digital activities and priorities simultaneously.
• Strong attention to detail combined with an understanding of wider commercial objectives.
• Hand-on experience and skill in using Canva to create social media assets and content as per brand guidelines and templates.

Experience within B2B technology, software, aviation, industrial technology, infrastructure or another complex international environment would be advantageous.

Working knowledge of HTML and CSS would be advantageous but software-development-level capability is not required.

Personal Profile

We are looking for someone who combines digital curiosity, hands-on execution and analytical thinking.

The right person does not consider a campaign complete when it goes live. They want to understand what happened afterwards.

They ask why one audience responded while another did not, why a landing page converts poorly, what customers are searching for, how ADB SAFEGATE appears in AI-generated answers, which creative performs best and where marketing investment should move next.

They are comfortable experimenting, learning and changing direction based on evidence.

They take ownership of problems rather than waiting for detailed instructions.

They can move comfortably between building an Umbraco landing page, configuring a LinkedIn campaign, reviewing GA4 performance, improving SEO, scheduling social content and discussing campaign performance with colleagues.

They understand that digital marketing is ultimately about influencing customer behaviour and generating measurable business outcomes — not simply producing digital activity.

What Success Looks Like

Campaign briefs are translated into effective omni-channel digital activation without requiring detailed channel-by-channel direction from the Global Marketing Director.

ADB SAFEGATE maintains a consistent, active and high-quality presence across relevant digital channels.

Paid-media investment is continuously measured and optimised.

Social media contributes to campaign, corporate and commercial objectives rather than operating primarily as a publishing calendar.

Marketing can independently build and launch the majority of campaign landing pages and routine marketing website experiences within Umbraco, reducing unnecessary dependency on external web agencies.

External developers are primarily required when new functionality, integrations, templates or components are needed — not simply because Marketing needs to create or modify a page.

The website becomes an increasingly effective route from discovery to engagement and qualified demand.

ADB SAFEGATE’s visibility and authority improve across traditional search engines and emerging AI discovery environments.

Digital campaign decisions become increasingly evidence-led.

Digital activity generates measurable engagement, qualified demand and contribution to commercial pipeline.

Most importantly, the Digital Marketing Manager can clearly answer four questions:

What is working?
What is not working?
Why?
What should we do next?