Digital Marketing, Communications and Direct-to-Consumer Specialist - Irene

SUMMARY:

Role Purpose

Key Responsibilities

• Execute approved sales and marketing campaigns across digital channels.
• Manage consumer acquisition and paid media activation and optimisation.
• Coordinate influencer partnerships and digital amplification initiatives.
• Manage consumer digital communications and email content.
• Coordinate consumer promotions, acquisition offers and seasonal campaigns.
• Drive improvements in DTC revenue, customer acquisition and conversion.
• Monitor campaign performance and identify opportunities to improve results.

• Drive consumer pull and demand-generation activity across digital channels.
• Build digital brand awareness, visibility and consumer audience growth.
• Improve product and brand visibility across digital platforms.
• Develop digital initiatives that support consumer acquisition and conversion.
• Identify and implement digital interventions to improve awareness, traffic and engagement.
• Support initiatives that strengthen consumer interest and demand for products.

• Plan and coordinate SEO-related content and digital visibility initiatives.
• Identify priority products, topics, audiences and search opportunities.
• Ensure consumer-facing content supports search visibility and AI discoverability.
• Improve the representation of the brand, products and customer information across digital channels.
• Monitor digital performance metrics including traffic, acquisition, reach, ROAS, CPA, conversion and DTC revenue.
• Analyse performance data and identify opportunities for improvement.
• Recommend and coordinate tactical performance interventions and campaign optimisation.

• Coordinate owned media activity, including consumer email campaigns, newsletters and website communications.
• Coordinate earned media opportunities, including influencer coverage, reviews and advocacy.
• Identify opportunities to increase organic brand mentions and product amplification.
• Work with Social Media and Digital Marketing teams to maximise reach, engagement and brand visibility.
• Support consistent consumer communications across relevant digital touchpoints.

POSITION INFO:

Role Requirements

• Diploma or Degree in Marketing, Business Management, Communications or a related field.
• Minimum 3 years' experience in digital marketing, e-commerce or a related environment.
• Minimum 3 years' experience working with paid media, digital communications and DTC marketing.
• Minimum 3 years' experience in SEO, digital performance and campaign optimisation.
• Strong understanding of consumer digital journeys, acquisition and conversion.
• Experience with digital campaign execution and performance monitoring.
• Experience with consumer-facing digital communications and content.
• Experience in FMCG, beauty, wellness or skincare will be advantageous.
• Strong understanding of digital marketing performance metrics, including ROAS, CPA, conversion and revenue.
• Ability to analyse data, feedback and consumer insights to identify opportunities.
• Strong understanding of SEO and digital discoverability, including emerging AI-driven search and discovery.
• Strong organisational and project coordination skills.
• Ability to manage multiple campaigns and competing priorities.
• Strong communication and stakeholder management skills.
• Ability to work collaboratively across Sales, Marketing and Digital teams.

Key Competencies

• Digital marketing expertise
• Commercial and DTC orientation
• Analytical and data-driven thinking
• Campaign management
• Performance optimisation
• Consumer-centric approach
• SEO and digital discoverability
• Strong communication skills
• Stakeholder management
• Planning and organisation
• Attention to detail
• Problem-solving
• Collaboration
• Initiative and innovation