Digital Marketing Specialist

Duncan and Todd Group; Aberdeen City; On-site; GBP 30,000 - 45,000; Full time

Job summary

A leading company in optical and hearing care is seeking a Digital Marketing Specialist to enhance its digital presence. The role involves managing PPC and SEO campaigns, collaborating with teams, and utilizing analytics to drive engagement and conversions. This position offers a hybrid work environment and opportunities for career development.

Benefits

Collaborative working environment

Career development opportunities

Hybrid working options

Staff discounts on products

Qualifications

• 3+ years’ experience in digital marketing focused on PPC and SEO.
• Proven experience managing Google Ads and paid search campaigns.
• Strong analytical skills and experience with e-commerce campaigns.

Responsibilities

• Manage paid search campaigns across Google Ads.
• Drive organic search performance through SEO strategies.
• Monitor digital performance using analytics tools.

Skills

PPC

SEO

Google Analytics

Data Analysis

Project Management

Tools

Google Ads

Google Search Console

Google Tag Manager

Looker Studio

Job description

Job Title: Digital Marketing Specialist

Location: Head Office, Kirkhill, Dyce Aberdeen (hybrid)

Reporting to: Digital Brand Manager

Department: Marketing

Type: Full-time, Permanent

About Us

Duncan and Todd Group is Scotland’s leading independent optical and hearing care provider. With operations across retail, corporate eye care, and manufacturing, we are committed to delivering exceptional service, expert care, and innovative optical solutions. As we continue to grow, we’re looking for a talented Digital Marketing Specialist to join our marketing team and help take our digital presence to the next level.

Role Overview

We’re seeking a proactive, data-driven Digital Marketing Specialist to lead the development and execution of digital campaigns across the Duncan and Todd Group. This includes responsibility for managing PPC, paid search, SEO, and digital performance strategies across our retail, manufacturing, and corporate divisions. You’ll work closely with the wider marketing team and external partners to drive visibility, traffic, engagement, and conversions across all digital platforms.

Key Responsibilities

Manage Paid Search (PPC):

Plan, execute, and optimise paid campaigns across Google Ads ensuring efficient budget allocation and ROI.

Search Engine Optimisation (SEO):

Drive organic search performance through technical SEO, keyword strategy, content optimisation, and backlink building.

Digital Campaign Management:

Support brand and promotional campaigns through digital advertising, audience targeting, and retargeting strategies.

Reporting & Analytics:

Monitor and report on digital performance using tools like Google Analytics, Google Tag Manager, and Looker Studio. Deliver actionable insights to guide ongoing strategy.

Cross-Division Coordination:

Align digital efforts across retail, manufacturing, and corporate operations, tailoring approaches to each audience and objective.

Content Collaboration:

Work closely with content, design, and brand teams to ensure campaigns are compelling, on-brand, and SEO-friendly.

Stay Current:

Keep abreast of trends, algorithm updates, and best practices in digital marketing and search.

Skills & Experience Required

3+ years’ experience in digital marketing with a strong focus on PPC and SEO

Proven experience managing Google Ads and paid search campaigns

Solid understanding of technical and on-page SEO best practices

Proficient in Google Analytics, Google Search Console, Tag Manager, and related platforms

Experience with e-commerce and/or multi-site digital campaigns is a plus

Strong analytical skills with a passion for data and results

Comfortable managing multiple projects and working with cross-functional teams

Excellent communication and organisational skills

Agency or in-house experience in a similar role, ideally within healthcare, retail, or B2B sectors

What We Offer

A collaborative and supportive working environment

Opportunities for career development and training

Hybrid working options

Staff discounts across optical and hearing products

The chance to be part of a growing business making a real impact in people’s lives