The posting
KEY RESPONSIBILITIES
Digital Campaign Planning and Omnichannel Execution
- Develop and maintain a rolling digital marketing calendar covering website content, product campaigns, seasonal plant-care themes, educational content, business-to-business outreach and consumer promotions using HubSpot CRM.
- Translate the company’s business priorities and product focus areas into structured digital campaigns with defined target audiences, campaign objectives, key messages, communication channels and conversion actions.
- Plan coordinated customer journeys across the company website, social media, paid digital advertisements, email communications and online lead-capture points to guide audiences from initial awareness to enquiry or purchase consideration.
Social Media Marketing and Paid Digital Advertising
- Plan, schedule and manage digital content across the company’s Facebook and Instagram channels using Meta Business Suite, ensuring consistent communication of product applications, benefits and brand positioning.
- Develop and execute paid digital advertising campaigns through Meta Ads Manager, including audience targeting, budget allocation, campaign scheduling, lead-generation advertisements and creative testing.
- Direct relevant digital campaign traffic to appropriate website pages, product information pages, enquiry forms or campaign landing pages based on the intended customer action.
- Monitor campaign indicators such as reach, impressions, engagement, website visits, link clicks, click-through rates, cost per result and lead response patterns, and adjust targeting, content and budget allocation based on performance.
Website Content and Digital Customer Journey
- Maintain and update approved product information, educational content, campaign messages and website visuals, using Canva to prepare banners, product graphics and other digital assets that remain consistent with the company’s brand direction.
- Coordinate website enquiry forms and campaign landing points with HubSpot CRM to capture visitor enquiries, record lead sources, organise customer interests and support timely follow-up by the relevant cross-functional teams.
- Direct audiences to relevant website pages through campaigns managed in Meta Ads Manager and Mailchimp, and assess performance using available platform indicators such as link clicks, website visits, enquiry submissions and lead-source records in HubSpot CRM.
Customer Segmentation and Digital Lead Generation
- Build and maintain structured marketing contact segments in HubSpot CRM for nurseries, farms, distributors, horticultural professionals, plant enthusiasts and household consumers.
- Capture and organise marketing leads generated from the company website, digital advertisements, online forms, events and campaign responses, recording their source, product interest, customer category and engagement status.
- Develop personalised digital communication approaches based on customer profile, product interest, market segment and stage of engagement, and coordinate appropriate lead handovers with cross-functional teams.
- Review website enquiry and lead-source information to identify which products, content topics and digital campaigns generate stronger customer interest.
Email Marketing and Marketing Automation
- Create segmented email campaigns in Mailchimp covering product education, seasonal plant-care guidance, new product introductions, promotional activities and business-to-business updates.
- Develop automated email journeys for new website enquiries, interested prospects and existing audiences to provide relevant information and maintain engagement through planned communication sequences.
- Include suitable website links and calls to action within email campaigns to guide recipients to relevant product pages, educational content or enquiry forms.
- Review email performance, including delivery rates, open rates, click rates, website visits, bounce rates and audience responses, and refine subject lines, content sequence, audience segmentation and sending schedules accordingly.
Digital Content Development and Brand Communication
- Produce digital campaign materials in Canva, including website banners, social media graphics, digital advertisements, email banners, product information visuals, educational content and online promotional materials.
- Adapt marketing messages for different audience groups, including professional growers, nurseries, farms, distributors and retail consumers, while maintaining consistent brand positioning and approved product information.
- Repurpose suitable website content across social media and email channels to create a consistent digital communication journey and improve the efficiency of content production.
- Maintain organised digital templates and content libraries to improve production efficiency, ensure visual consistency and support the timely execution of recurring marketing activities.
Campaign Analytics and Performance Improvement
- Consolidate performance information from the company website, Meta Business Suite, HubSpot CRM and Mailchimp to evaluate campaign reach, website activity, audience engagement, lead generation and digital response patterns.
- Track digital marketing KPIs such as website visits, traffic sources, page engagement, enquiry conversions, audience growth, engagement rate, click-through rate, cost per lead, qualified marketing leads, email engagement and campaign conversion actions.
- Identify website pages, product content and digital campaigns that generate stronger engagement or enquiry activity and recommend practical improvements.
- Prepare regular digital marketing performance reports with observations, campaign findings and recommendations for improving website content, audience targeting, channel effectiveness and marketing resource allocation.
Market and Audience Insights
- Monitor website behaviour, online customer discussions, digital engagement trends, competitor communication and horticultural content themes to identify relevant marketing opportunities.
- Analyse website search patterns, customer questions, campaign responses and product-interest trends to support more relevant digital content and audience engagement strategies.
- Share market, website and digital audience insights with cross-functional teams to support campaign planning, product communication and broader business-growth initiatives.
QUALIFICATIONS & SKILLS
- Good understanding of digital marketing principles, customer engagement and online campaign execution.
- Able to plan and coordinate digital campaigns across websites, social media, email and other online channels.
- Able to use CRM tools to organise leads, segment audiences and track customer engagement.
- Able to use digital advertising platforms to support audience targeting, campaign setup and performance monitoring.
- Able to create and manage email marketing campaigns, including audience segmentation and automated communication journeys.
- Able to develop clear and relevant digital content for different customer groups while maintaining brand consistency.
- Able to interpret basic digital marketing metrics and use campaign data to identify areas for improvement.
- Able to manage website content, enquiry points and digital customer journeys in support of lead generation.
- Good written communication, content coordination and stakeholder engagement skills.
- Able to work collaboratively with cross-functional teams and manage multiple marketing activities in an organised manner.
- Comfortable using digital marketing tools such as HubSpot CRM, Meta Business Suite, Meta Ads Manager, Mailchimp and Canva.
