Job Description

###

Overview

About the role

The Senior M2M Marketing Manager is responsible for leading the strategic development and execution of the company's digital marketing efforts for our Made to Measure business, across Paid Marketing, CRM and SEO, and including expanding our presence in B2B marketing as well as B2C. This role involves overseeing the growth, performance, and optimization of the online M2M sales channels, ensuring alignment with business objectives and delivering a seamless customer experience. This role will have one direct report to support with execution but will need to quickly build a strong cross-functional network and engage stakeholders across the business to achieve progress.

Department Overview

A team dedicated to bringing customers to the Dunelm.com website, whether from Google, their email inbox, social media or across the network of affiliate websites we work with. We're a small and highly specialised team that includes SEO, CRM, Paid Search, Paid Social and Affiliates. We all have the same core objectives of bringing revenue-driving traffic to the website, and the same focus on maximizing efficiency through a test and learn approach, but due to the different platforms, customer journeys, and tech involved, the ways of optimizing in each area are quite different and require specialized expertise. We work closely with Insights & Analytics, Finance, Digital Trade, Brand Marketing, and our aligned Tech crews.

###

What you'll be doing

Key Responsibilities:

M2M Marketing Strategy

: Develop and implement a comprehensive digital marketing strategy/roadmap that clearly sets out the opportunity and requirements involved in delivering our ambitious growth targets on M2M.

Market Expansion & Growth

: Identify new market opportunities and drive the expansion of our M2M business to new audiences and customer types, leveraging market analysis and consumer insights.

Platform Management & Optimization

: Oversee the optimisation of campaigns across the various digital marketing platforms we use, such as Google Ads, Salesforce, Meta, etc, working closely with the experts in the team to adapt our campaigns optimally to lead-gen conversion types and longer conversion journeys

Marketing Budget Planning

: Use your digital marketing expertise to plan a detailed roadmap aligned to our budgets and performance KPIs, working closely with the marketing teams to execute.

Performance Analytics & Reporting:

Work closely with our I&A and Finance teams to track and analyse key performance metrics (KPIs) to measure success, identify trends, and implement data-driven decisions.

Creative and Brand Planning Expertise:

Work closely with our creative teams to brief and plan content for email and digital marketing campaigns that is compelling and aligned to our on-site branding and UX. Work closely with Brand Planning to co-ordinate digital and offline campaigns and messaging.

Innovation & Trends:

Stay up to date with the latest e-commerce trends, emerging technologies, and consumer behaviors to ensure the business remains competitive in a rapidly evolving digital landscape.

Commercial Acumen:

Work closely with teams focused on Ready-Made curtains and blinds to develop shared objectives that minimize cannibalization and deliver overall incremental profit for the business.

###

What we'll look for in you

Ability to develop and execute a long-term digital marketing strategy focused on growing our B2C and B2B business. Experience working in a retail or lead gen marketing environment, whether agency or client side, with proven record of driving growth. Deep understanding of digital marketing strategies (SEO, SEM, social media, content marketing, email marketing) to drive traffic and build market share in a cost-efficient way. Hands-on experience in building and scaling customer acquisition and retention programs across several different digital marketing and customer retention channels - an all-rounder. Good understanding of technical requirements for campaign tracking and measurement for lead gen activity; experience of working closely with tech teams and platform support partners to deliver technical set-up. Data fluency and high level of numeracy, with a strong grasp of financial and analytical concepts. Ability to influence and manage internal stakeholders - clear and compelling communication and storytelling A strong focus on customer experience and ensuring that every part of the e-commerce journey is tailored to meet customer needs and preferences. Test-and-learn mindset - proactive in using experiments and data to drive decision making.

Behaviours we look for:

Connecting

Creating and maintaining strong relationships across functions Using your network of internal and external connections to help shape our plans Building strong relationships with other teams and connecting colleagues across team boundaries

Communicating

Presenting reliable information, building credibility and meeting everyone's needs. Influencing and engaging others by using compelling language and conveying passion in your endeavours

Including

Seeking and valuing input from various places to broaden your perspective.

Being Curious

Always probing beyond the first answer and listening attentively to gain the full picture

Having a personal quest for knowledge, expanding understanding and possibilities

Growth Mindset

Being bold and brave in what you can achieve with the team

Growing the talent and capability needed now and, in the future.

Customer First

Encouraging the team and other teams to adopt an ever more customer first approach Being an active champion and participant in customer initiatives across the business

Thinking Big

Using the internal environment and emerging external trends to inspire big thinking Having a winning mindset and motivating the team to succeed and deliver our ambitions

Innovating

Having quality conversations that help critical thinking, unlocking innovation and continuous improvement

Making it Happen

* Focused on outcomes and results, maintaining momentum and having contingencies ready for potential pitfalls