This is a vital individual contributor role at the intersection of strategy, data, and creative execution for the biggest second-level educational organisations in Ireland. The Digital Marketing Manager reports to the Head of Marketing, owns digital workflows and is responsible for translating business objectives into measurable digital outcomes. The right candidate brings both strategic vision and hands-on technical depth, and would be a great fit for those with a strong background in performance and/or marketing.

KEY RESPONSIBILITIES

1. Digital Strategy & Planning

• Develop and own a comprehensive annual digital marketing strategy, aligned to overall marketing plans and business objectives.
• Identify and evaluate new digital opportunities across acquisition, engagement, and retention, with a clear commercial rationale for each.
• Monitor and interpret digital trends, platform developments, algorithm changes, and competitor activity, translating relevant findings into concrete strategic adjustments.
• Champion innovation across digital tooling and workflow (e.g. marketing automation, AI-assisted content, analytics platforms), ensuring adoption is evidence-based and operationally sound.

2. Campaign Management & Execution

• Plan, launch, and optimise integrated digital campaigns across acquisition (new conquest/lead generation), conversion and retention (loyalty/CRM) workstreams.
• Serve as the primary point of contact for external agencies, including digital performance, web development, software, and data integration partners – setting clear briefs, holding agencies to agreed KPIs, and managing performance reviews.
• Coordinate campaign execution across the wider marketing team, ensuring asset requirements, content scheduling, and eDM/organic social timelines are clearly defined and met.
• Propose and agree campaign budgets with the Head of Marketing; manage spend effectively throughout each campaign cycle.

3. Digital Channel Ownership

• Set strategy and take day-to-day ownership of digital marketing channels, including website, paid and email marketing.
• Ensure brand consistency, message coherence, and quality of experience across every digital touchpoint.
• Continuously optimise channel performance against both technical best practice and commercial/brand strategy objectives.

4. CRM & Marketing Data

• Own and manage the Salesforce Account Engagement platform as the central CRM tool for marketing operations.
• Maintain robust data governance: segmentation, list hygiene, preference management, and compliance – ensuring data is fit for purpose and actionable.
• Collaborate with internal departments and external agencies to align the CRM platform and marketing data with wider business systems and commercial projects.
• Leverage the CRM platform to support event registration workflows and domestic and international student journeys.

5. Analytics, Reporting & Competitive Intelligence

• Act as the analytical lead across all digital activity, producing regular performance reports with clear insight, learnings, and recommended actions.
• Support the Commercial Director with customer behaviour analysis – enrolment data, purchasing patterns, and funnel metrics – to surface opportunities for campaign optimisation.
• Lead structured competitor analysis across digital channels, producing findings that inform strategic decision-making at marketing leadership level.

6. Events & Digital Activations

• Create and execute digital content plans in support of key institutional events.
• Manage all digital event registration processes, ensuring a seamless user journey from discovery to confirmation.

7. General Marketing Contribution

• Provide support for broader marketing activities as required, contributing to wider team projects in a way that is consistent with marketing and business objectives.

EXPERIENCE & SKILLS

Essential

• Demonstrable track record in a digital marketing role with full-channel ownership
• Hands-on proficiency with Google Ads/SEM and Meta Ads Manager
• Working knowledge of Salesforce Account Engagement or a comparable marketing automation platform
• Experience managing digital budgets across multiple campaigns and platforms
• Strong analytical capability: comfortable working with campaign data, attribution models, and drawing actionable conclusions
• Experience briefing and managing external agencies against defined KPIs
• Proficiency with Google Analytics (GA4) and SEO principles
• Excellent written and verbal communication skills, with the ability to present strategy clearly to non-digital stakeholders

Desirable

• Experience within an education, training, or professional services environment
• Familiarity with CRM platforms beyond Pardot (e.g. HubSpot, Salesforce Marketing Cloud)
• Experience managing or briefing web development agencies
• Exposure to international student marketing or multi-brand environments
• Knowledge of data privacy regulations (GDPR) as applied to email and CRM marketing