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Digital Marketing and Content Manager

About the team:

The Retail team within the Commercial Directorate is responsible for the management and delivery of GWR's digital channels and all aspects of ticketing delivery. The team are responsible for managing GWR's online presence to promote our products and services, keep customers informed and raise awareness of our brand.

About the job:

You will work closely with GWR's Digital Product Manager to manage and develop GWR's online presence. You'll take the lead role for the management of the GWR website brochure pages, site visibility (SEO), content updates, editorial control and consistency of site content across all digital channels

You will work closely with the marketing and campaigns team for the digital delivery of marketing campaigns and inspirational content. You will improve visibility of GWR.com and increase visits to the site, through use of SEO techniques and will work closely with the internal GWR teams to optimise search terms and content on the site.

You will also work with a range of stakeholders, across the business and more widely – to ensure the brochureware pages are engaging and performing optimally, against the objectives of the business.

Your main responsibilities will be:

  • to coordinate content on GWR's digital platforms, working with all areas of the organisation, maintaining a constant overview of content across the site to ensure that information is kept up to date, linked resources are relevant, and that improvements and new development needs are identified and prioritised.
  • to moderate and publish site content via a content management system in a timely fashion, working to tight deadlines, ensuring editorial quality standards, appropriate tone of voice and consistency across the site.
  • to monitor and improve GWR's site visibility, using insight tools in conjunction with our agencies to review how to improve rankings, continually reviewing all SEO technical requirements and conducting forecasting activity to deliver high natural search rankings.
  • to provide day-to-day advice and practical support across the organisation's functional areas to ensure that all sections of the site are kept up to date and developed appropriately in our brand and house style, working closely with the wider business to ensure delivery of high-quality digital marketing campaigns and site content, promoting and delivering a ‘digital first' culture
  • to liaise with relevant agencies, including our organic performance and website development agencies to ensure that the website is fully functional and that any problems are addressed promptly
  • to produce reports and analysis for a variety of stakeholders to measure performance and the impact of any specific projects or activity, to support planning activity for the short, medium and long-term development of the digital platforms
  • to keep up to date with best practice in web accessibility, usability and writing for the web and new media trends as well as trends in the travel industry, our competitors and digital innovation. Working cross-functionally to generate, prioritise and plan suitable content (including text and images) for the delivery of the digital schedule, ensuring a joined-up approach to the organisation's online activities and messaging, including website presence, social media and e-marketing

 

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You'll need to be:

  • a self-motivated, dedicated, well organised and resilient individual, able to work cross-functionally with colleagues at all levels in the business and able to represent the views of the company in wider stakeholder forums
  • flexible and resilient to be able to work to tight deadlines and short notice emerging business needs
  • a confident and proactive individual, with excellent negotiation skills, who can positively influence stakeholders and suppliers to drive efficiency and improve quality

As a minimum you'll need to have:

  • Experience working with Sitecore CMS (or other CMS systems)
  • Hands-on working knowledge of SEO / PPC / Retargeting / Display ads
  • Experience delivering digital marketing campaigns
  • Excellent copywriting skills, including good awareness of usability and accessibility standards
  • Good Google Analytics working knowledge, as well as experience with other insight tools

About the location:

You will be based in our London Offices, which are located close to Edgware Road Underground station. Some travel to other locations on the GWR network will also be required to meet business requirements.

Working Pattern:

This is predominantly a Monday to Friday, Office hours role, working 37 hours per week, although some flexibility is required to handle emerging business needs, including travel to other GWR locations

Additional Information:

This role is part of the GWR retail team, which has sub-teams based across the GWR network in Swindon and Plymouth. Some travel to these locations will be required as part of the role.  We also work with multiple agencies, which will from time to time necessitate meetings and travel to other locations.

 


 
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Location
Capital House London
Capital House, Chapel St, London, England, NW1 5DH
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  • Ref:
    013964
  • Company:
    Great Western Railway (GWR)
  • Website Skillset:
    All Other Roles
  • Contract Type:
    Fixed Term - Full Time
  • Contracted Hours:
    37
  • Location:
    Capital House London
  • If temporary, length of contract:
    12 months
  • Closing Date:
    23 November 2020
 
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