Digital Marketing Manager - Sporting Index

Sporting Index
Competitive salary, Bonus, 25 days, Life
29 Nov 2012
25 Dec 2012
Agency, Media, Other

Job Description

Digital Marketing Manager

The Background

Sporting Index’s marketing department has a vacancy for an experienced, ambitious, results-driven Digital Marketing Manager. We’re looking for someone who can own and drive forward all aspects of our digital marketing activity across multiple channels. It’s a big role with a multi-million pound marketing budget at your disposal.

Working closely with Sporting Index’s retained digital agencies and with support from the rest of the marketing team, this wide-ranging role has responsibility for developing, executing and refining the digital marketing strategy across all channels; budgeting expenditure and tracking return on investment.
We have a lot of opportunity in front of us and making the most of it means tackling some pretty tough requirements head on.

The Person

You will see success as a team affair. You’ll have direct access to top class in-house creative output. You’ll want to get the best out of the campaign planning, management and reporting aspects outsourced to our digital agencies. You’ll know how important high quality content is in the digital mix and have access to specialist curators. You’ll work right alongside the Product Manager of Web and Mobile who has responsibility for the in-house development of Sporting Index’s web and mobile properties. It’s a small team but a great working environment.

The role

Strategy & Innovation

• Working closely with the Marketing Director develop and implement the digital marketing strategy across all channels/products (mobile, tablet, desktop websites) covering all stages of the recruitment funnel and ongoing offsite engagement throughout the client lifecycle
• Lead discussion on how to continuously innovate Sporting Index’s approach to digital marketing to enhance effectiveness and expand digital recruitment sources (in particular in the mobile sphere)

Budgeting & Performance Monitoring

• Budget digital marketing expenditure by activity
• Deliver monthly and annual new client recruitment targets by digital channel
• Model/track ROI utilising web analytics and other data to provide insight into traffic patterns
• Report performance of digital marketing activities in a timely manner with accurate attribution. Includes cost per acquisition, customer lifetime value and all other key metrics by recruitment source against Sporting Index’s client segmentation

Funnel Optimisation

• Establish and improve prospecting funnel (prospects - leads - new accounts) including effective re-targeting lead-leaks utilising the full range of available web technologies
• Liaise with Product Manager of Web and Mobile, in-house engineering team (and external third parties where required) to ensure accurate tracking of all user journeys
• Analyse user journeys to optimise conversion performance (e.g. via landing pages)
• Work with the Product Manager of Web and Mobile and creative team to better merchandise betting opportunities and promotional offers
• Input as appropriate into new account applications process to maximise conversation rates

Content/ePR & Social Media

• Develop, implement, manage and optimise a content strategy to support SEM and Social Media strategies utilising mix of in-house and outsources resources
• Work with the company’s retained agencies (PR, Digital) to ensure effective media coverage covering appropriate offline and online targets
• Develop, implement, manage and optimise a Social Media strategy utilising mix of in-house and outsourced resources

Search Engine Marketing

• Oversee the paid search (PPC) and SEO programmes, execution of which is outsourced to a specialist digital agency
• Ensure all websites are continually optimised for search engines
• Keep abreast of relevant Google developments (e.g. Panda) and refine search strategy accordingly
• Analyse and report on search performance, innovating SEM as required

Display Advertising & Affiliate Marketing
• Work closely with creative and promotions personnel within the marketing team to develop and plan client recruitment and retention campaigns, ensuring consistent creative messaging and presentation across all channels
• Liaise with creative team to ensure timely production of all relevant assets
• Manage digital agency on all their relevant responsibilities to ensure optimised reach to relevant audience and efficiency of spend. Includes media planning (e.g. via DSPs and customised bid logic, contextual and behavioural targeting), media buying (networks, email, etc), campaign management, tracking and reporting
• Manage existing third party affiliate websites to extract maximum returns
• Oversee necessary affiliate administration including commission validation, affiliate approvals, content and creative management
• Lead generation: sourcing and evaluating the potential of innovative new opportunities


• Oversee and authorise all online marketing invoicing (including running of statements from internal billing system, sending out statements and responding to invoice requests)

Candidate Requirements

What we’re looking for


• Proven data analysis skills and evidence of problem solving, collation and interpretation of data and dissemination into a report or plan
• An understanding of the fundamentals of constructing business cases / ROI including segmentation models
• Proven strong digital project management skills: a great attention to detail and focus on quality
• Happy to take personal responsibility for delivery: enthusiastic and motivated to drive performance improvements
• A great team player who gets the most from others: excellent interpersonal and organizational skills with proven management experience with both internal team members and external agencies
• Flexible in approach; ability to multitask and manage varied activities as well as work well under pressure


• Ad serving technologies (preferably DART DFA; DSPs, ad exchanges, etc)
• Internet tracking solutions (URL and cookie based)
• Web analytics (preferably Google Analytics)
• Google Adwords and PPC optimisation
• Search engine optimisation techniques (onsite and offsite)
• The individual should also have a basic understanding of web technologies (HTML, AJAX, Javascript, Flash, etc).

Extra marks if you are/have

• Sports fan
• Betting background: Knowledge of the online sports betting market and regulatory landscape

Contact / Application Details

The advertiser has specified that Recruitment Agencies may NOT contact them regarding this position.

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