The posting
Role Overview
The Digital Marketing Manager will be responsible for planning, executing and optimising
Preschool Market's digital marketing and digital advertising activities across relevant online
channels. The role will focus on increasing digital reach, website traffic, enquiries and leads
through effective digital campaigns, content marketing and data-driven optimisation.
1. Digital Marketing Strategy & Planning
* Develop and execute digital marketing strategies aligned with Preschool Market's
programmes, services and business objectives.
* Identify and segment target audiences based on demographics, interests, online behaviour
and campaign objectives.
* Develop digital marketing plans covering digital advertising, social media, website and other
relevant online channels.
* Plan campaign objectives, key messages, target audiences, budgets and KPIs.
* Conduct basic digital market and competitor research to identify opportunities for digital
customer acquisition.
* Monitor digital marketing trends and recommend improvements to existing marketing
activities.
2. Digital Advertising & Campaign Management
* Plan, coordinate and manage digital advertising campaigns across relevant platforms such as
Meta, Google and other suitable channels.
* Develop advertising copy, creative concepts, CTA and audience targeting strategies for
different campaigns.
* Monitor campaign performance including reach, clicks, engagement, cost per click, cost per
lead and conversions.* Conduct basic testing of different advertising creatives, messaging and audience segments.
* Optimise campaign budgets, targeting and creative assets based on campaign performance.
* Coordinate campaign timelines, advertising assets and external digital advertising vendors
where required.
3. Social Media & Digital Content Marketing
* Develop and manage social media and digital content activities to support marketing and
campaign objectives.
* Create and coordinate digital content including social media posts, short-form videos, articles,
graphics and promotional materials.
* Develop content and creative assets for both organic social media and paid digital advertising
campaigns.
* Adapt content and messaging according to different digital platforms and target audience
segments.
* Manage the digital content and campaign calendar to ensure consistent and timely publishing.
* Monitor content performance and use audience insights to improve future content and
campaign activities.
4. Digital Lead Generation & Conversion
* Develop digital marketing campaigns to generate enquiries and leads for Preschool Market's
programmes and services.
* Monitor enquiries and leads generated through digital advertising, social media, website and
other online channels.
* Develop appropriate calls-to-action and digital content to encourage enquiries and
conversions.
* Analyse lead sources and identify high-performing digital channels, campaigns and audience
segments.
* Identify opportunities to improve conversion rates through campaign, audience and creative
optimisation.
* Work with internal teams to ensure digital campaigns clearly communicate programme
benefits and relevant calls-to-action.5. Digital Marketing Analytics & Optimisation
* Monitor the performance of digital advertising campaigns, social media channels, websites
and other digital platforms.
* Track key marketing metrics including reach, traffic, engagement, clicks, leads and conversions.
* Analyse campaign and audience data to identify trends and areas for improvement.
* Prepare regular digital marketing performance reports and recommendations for
management.
* Conduct basic A/B testing and use performance data to improve campaign messaging,
creatives and audience targeting.
* Recommend optimisation strategies to improve the effectiveness and efficiency of digital
marketing activities.
6. Digital Creative & Campaign Content
* Develop creative concepts and digital marketing assets to support advertising and marketing
campaigns.
* Develop and coordinate visual, video and written content for digital marketing purposes.
* Adapt creative assets and messaging according to different platforms, audiences and
campaign objectives.
* Work with internal teams, freelancers and external creative vendors where required to
produce campaign materials.
* Explore appropriate digital, automation and AI-enabled tools to improve content development
and marketing efficiency.
* Maintain an organised library of digital marketing and campaign assets.
7. Digital Marketing Operations
* Coordinate digital marketing campaign timelines, publishing schedules and campaign
deliverables.
* Work with management and programme teams to gather information required for digitalmarketing campaigns.
* Coordinate with external marketing, advertising, media and creative vendors where required.
* Manage multiple digital marketing campaigns and content activities simultaneously.
* Ensure campaign materials and digital content are delivered according to agreed timelines.
* Maintain proper records of campaigns, marketing activities and performance results.
8. Compliance & Responsible Digital Marketing
* Ensure digital marketing activities comply with applicable advertising, copyright, consent and
personal data requirements.
* Ensure appropriate permissions are obtained for the use of photographs, videos, testimonials
and other marketing materials.
* Ensure digital advertisements and marketing content contain accurate programme
information.
* Apply appropriate data handling practices when managing digital enquiries and leads.
* Maintain proper records of digital marketing activities and campaign materials.
* Ensure marketing content is appropriate for Preschool Market's target audiences.
Key Performance Areas
* Growth in qualified digital enquiries and leads.
* Effective execution and optimisation of digital advertising campaigns.
* Improvement in digital campaign and content performance.
* Growth in relevant website traffic and digital audience reach.
* Improvement in digital conversion and lead-generation performance.
* Data-driven optimisation of digital marketing activities.
