Collage, Poster, Advertisement, Person, Photo Booth

Digital Marketing Manager - Ignite Travel Group

  • Queensland, QLD, Australia
  • Ignite
  • Full time

Reporting to the Marketing Director. This role oversees the digital Marketing team of coordinators & works closely with the creative, media, product and IT teams to define and execute the digital strategy across all business units.

  • Develop and execute the digital marketing plan in line with overall marketing plans, strategic business plans and company objectives.
  • Manage & mentor the digital marketing team.
  • Budgeting – Support business budgets decisions. Allocate the provided digital budgets by region and channel so as to maximise enquiry & booking volume with lowest possible CPE.  Maintain budgets spends daily in pacing sheets and conduct month end budget spend recon with finance team.
  • Website – SEO (Search Engine optimisation)
  • Website – CRO (Conversion rate optimisation)
  • Website – UX (User Experience) in partnership with IT team
  • Website – Oversee team to maintain, upgrade & improve both front end and backend. (WordPress).
  • Website – Maintain and give recommendations on domain portfolio & new acquisitions.
  • Reporting – Daily, monthly and adhoc reporting on digital activity and assist in reporting on above the line performance. Assist in keeping tabs and reporting on industry and competitor trends and activities.
  • Performance – CPE (Cost per enquiry) ensure cost per enquiry for all channels fall within profitable ranges.
  • Performance – CRE (conversion rate enquiry) ensure conversion rate to enquiry delivered by the websites are optimal and always improving.
  • Performance – CRB (conversion rate booking) ensure lead sources are of high quality so as to maximise conversion rates to booking.
  • Paid media – Google ads. Manage, create, maintain & optimise high performing Google ad campaigns. Maintain relationships and support from Google account managers.
  • Paid media – Bing ads. Manage, create, maintain & optimise high performing Bing ad campaigns. Maintain relationships and support from Microsoft account managers
  • Paid media – Social ads. Manage, create, maintain & optimise high performing Facebook / Instagram ad campaigns. Maintain relationships and support from Facebook account managers.
  • Paid media – Google GDN (display network). Manage, create and maintain high performing Google display campaigns.
  • Paid media – External Display
  • Paid media – Video ads / preroll & bumper. Manage, create, maintain & optimise high performing Google Video or external video campaigns.
  • EDM – 3rd party external EDM, negotiate and optimise for best CPE’s.
  • EDM – Maintain and improve EDM software (Campaign Monitor)
  • EDM – Maintain and grow email database.
  • EDM – Competitions. Concept manage and execute competitions and all associated admin (Licences, creative, popups, comp software, and cost per subscriber so as to continually grow the business EDM & social databases.
  • EDM – Maintain daily EDM schedule for all business units
  • EDM – Responsible for improving enquiry per subscriber ratios, open rates, unsubscribe rates & click through rates.
  • Social media – Craft & maintain Social media strategy. Maintain posting schedules and other social media activities across all social profiles: Facebook, Instagram, Pinterest, LinkedIn etc.
  • Analytics – Maintain all google analytics accounts for the business and provide campaign reporting as necessary.
  • UTM’s – Maintain and supply the business with required UTM parameters for effective performance measurement via analytics.
  • Google tag manager – Maintain google tag manager suite in partnership with IT to ensure all digital activity external or external is tagged up correctly for reporting.
  • Google search console – Maintain and utilise as part of SEO strategy.
  • Google postmaster tools – Utilise Google postmaster tools to ensure Spam is minimised and domain reputations are maintained.
  • Surveys – Conduct customer surveys as required (Google forms / Survey monkey)
  • Reviews & social proofing – Manage review process to maximise high star review volume. Utilise reviews and social proofing so as to enhance other digital channels.
  • Influencer management – Work with wider marketing team to manage and execute any influencer campaigns & initiatives.
  • CRM (customer relationship management) – Maintain current ignite travel proprietary software + EDM software so as to maximise CRM outcomes via automation. Support any future CRM software rollout.
  • Aps – Manage and maintain customer facing apps (android & IOS). Assist with rollout of new aps as required.
  • Research recommend and implement new digital programs and initiatives to improve business outcomes.
  • Work closely and foster good relationships with all internal stakeholders from all departments to ensure smooth functioning of digital activities.  



General Responsibilities


  • Provide administrative and general support to the executive team.
  • Provide marketing support to all business units within the company to deliver product & marketing initiatives
  • Understand and support company policies
  • Manage and mentor digital team members 

Essential Skills & Key Qualities: 

  • Minimum 6 years hands on senior level digital experience in planning, executing and reporting across all major digital channels.   
  • Exceptional analytics skills and experience with relevant analytics software.
  • Solid understanding of WordPress website management.
  • Strong verbal, written and interpersonal communication skills 
  • Excellent computer skills using Microsoft Office 
  • Tertiary qualifications in marketing or communications will be highly regarded
  • HTML & web development experience highly regarded.
  • Be a digital guru by being an active participant in digital movements and trends with an active interest in the latest technologies, product developments and applications.
Closing date: May 14, 2021

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