The Senior Manager, Digital Enablement is accountable for leading the strategic development, management and implementation of the UK digital channels and automation strategy. You will sit as part of the newly established Marketing Centre of Expertise team and drive our digital strategy in line with the firm’s sales and marketing strategy.
The role requires a mix of digital marketing and channel expertise alongside marketing and commercial experience to ensure we develop digital tools, channels and strategies to help enable best in class use of digital within our marketing programmes, compelling client experiences and a website, social media strategy and digital capabilities.
The role covers all digital external content, platforms and presences, including apps, websites, digital advertising (including PPC and programmatic) and social media. The role will collaborate closely with Brand & Risk Management, our Marketing Business Partners – and proactively manage our relationship with ITS and Global Digital Marketing. The role holder will also offer advisory support to the CMO and to other relevant parts of the business.
Description:
- Responsible for developing and executing the UK digital channel strategy and roadmap and managing the on-shore team to drive this, supplemented by offshore resources.
- Responsible for leading the ongoing development of the kpmg.com/UK platform and identifying ways to drive better commercial leverage and improve the client experience.
- Oversee the centralised content publishing approach for kpmg.com/UK and ensure a coherent content structure and delivery according to SLA's.
- Champion best practice marketing and bring into the organisation deep expertise on the subject of digital marketing & automation, developing a plan which improves outcomes.
- Represent marketing in relevant UK and Global forums to influence and secure decisions in the best interest of the firm to advance our digital channels and tools.
- Be the voice of the client across our digital channels with a focus on understanding their expectations and shaping our tools, plans and tactics.
- Project management the implementation of new tools, upgraded capabilities and ensure the stability and availability of our marketing technology infrastructure.
- Responsible for ensuring that all aspects of compliance and risk requirements are implemented including information security, content standards and data privacy.
- Oversee active monitoring to find infringements and unauthorised digital presences and then coordinate with OGC and other teams to arrange resolution.
- Provide direction to and be responsible for day-to-day management of the digital enablement team, including conflict resolution, personal development and communication with fee-earners.
- Ensuring adherence to budget management framework.
Role scope
Leadership & Management
This role will report to the Head of Marketing CoE with reporting to the CMO as required/as the situation demands.
The individual will have responsibility for three direct reports and will supported by an offshore team in KGS.
Stakeholder Interaction & challenges:
Comfortable and expert across a key digital marketing channels, tools and strategies you will be able to switch seamlessly from a conversation in a technical context and distil this simply and clearly to influence colleagues around the commercial or client impact.
You will be working across the CoE, BPs and the business to ensure strong delivery within timeframes, striking a balance between getting sufficiently involved with the detail to keep messaging sharp on the one hand, and maintaining a broad, strategic view on the other.
You will bring a rigour and structure to ensure our processes/approaches/tools are clearly defined, documented and evolved in line with business needs and best practice but champion innovation, creativity and commercial impact to drive our digital agenda forward.
This balance must be achieved at all times, so you will be flexible and agile, able to act under pressure with grace and a sense of humour, with the ability to delegate and monitor appropriately.
Impact, Risk, Accountability & Governance:
You will be expected to support from other members of Marketing and Strategic Relationships to implement initiatives.
You will have responsibility for developing further governance processes for the firm to ensure all KPMG digital assets are in line with our ITS requirements, Global Digital guidelines to ensure information security, data privacy and brand compliance in collaboration with our Brand and Risk Management team.
The Person
Technical competencies
- Strong marketing automation expertise with Adobe Campaign preferred. Able to define, plan and execute a marketing technology roadmap.
- Good understanding of marketing technology marketplace and able to assess and prioritise impact of new tools and tactics on our strategy and client experience.
- Deep expertise on web strategy including UX/CX, personalisation, content strategy, mobile optimisation and SEO management.
- Capable project manager with experience across IT project delivery include methodologies such as SCRUM or Agile.
- Social media channel management including content strategies, channel management & internal engagement.
- Develop robust online analytics and campaign analysis with recommendations for continuous improvement and better ROI including Google Analytics and Adobe Experience Manager.
- Understanding of digital tools, solutions and tools to manage our marketing technology vendors, governance and engagement with ITS and Global Digital Marketing.
Behavioural competencies:
You will:
- Have a strong understanding of the commercial drivers for the digital and be adept at using data and applying new methodologies, tools and technologies to realise value.
- Act to simplify and express our digital plans clearly and aligned to our firm’s Marketing and Strategic Relationships strategy.
- Be an innovative and creative verbal and written communicator, able to present well to audiences of any size and to encourage others to share information and ideas in a group setting.
- Be a motivating leader, creating a team environment that constantly reinforces KPMG’s values.
- Take personal responsibility for making tough decisions, acting quickly to diffuse or prevent conflicts and able to share resources and information to create teamwork.
- You will be commercial help to maximise the ROI for marketing and strategic relationships ensuring its contribution to the firm.
- Be a consummate relationship-builder, creating useful networks internally and externally, and serving as an advisor and arbitrator for escalated conflicts or unresolved issues.
Technical role requirements & skills:
- Professional marketing qualification (CIM) preferred
- Strong experience of technical website and digital marketing automation
- Knowledge of CRM systems/Marketing Platforms
- Comprehensive knowledge of online marketing and content management principles and systems, including accessibility, web reporting and metadata. (e.g SharePoint, HTML, SML, Flash and image editing software.
- Knowledge of the current/future landscape for digital marketing and best practice.
- Able to offer constructive commentary on some of the firm’s digital channel strategy as viewed from the public domain and offer suggestions as to how you might create transformative change within digital marketing.