Head of Digital Strategy

Walker & Sloan Ltd | Certified B Corp; Cardiff; On-site; GBP 90,000 - 120,000; Full time

Job summary

Walker and Sloan are a well known fully integrated digital marketing agency seeking a Head of Digital Strategy to lead the digital capability across paid search, paid social, programmatic and SEO. The role focuses on strategy, performance, measurement and team development to deliver measurable client ROI.

The candidate will drive integration across channels, oversee campaigns, set standards, and mentor a multidisciplinary team within a dynamic agency.

Qualifications

• Extensive experience in performance-focused digital marketing, preferably agency background.
• Proven ability to plan and optimise integrated campaigns to meet ROI/CPA targets.
• Strong leadership and mentoring skills with cross-functional collaboration.

Responsibilities

• Define and lead the digital strategy across paid search, paid social, programmatic and SEO.
• Oversee planning, execution and optimisation of campaigns; leverage DCO and programmatic opportunities.
• Set performance benchmarks and ensure delivery of digital KPIs across client accounts.
• Co-own measurement with Analytics/Media leadership; implement robust tracking and attribution.
• Lead and develop a multi-disciplinary digital team; hire and onboard as needed.

Skills

Digital marketing leadership

Programmatic advertising

Dynamic creative optimization

Leadership & team management

Analytics & data-driven

Client & stakeholder management

Platform proficiency

Industry certifications

Innovation & thought leadership

Commercial acumen

Strategic & results-driven

Collaborative & influential

Organised & resilient

Inclusive leadership

Tools

Google Ads

Meta Ads Manager

GA4

Google Tag Manager

Job description

Walker and Sloan are proud to be working with a well known fully integrated digital marketing agency.

Role Purpose:

The Head of Digital Strategy leads the Media’s entire digital capability across Paid Search, Paid Social, Programmatic and Organic (SEO/content). As a member of the Media Senior Leadership Team, this role is responsible for strengthening digital performance, modernising how digital is delivered, and ensuring digital is a credible and commercially strong part of the Media proposition.

The role sets the standard for how digital is planned, executed and measured across the agency. It combines strategic leadership, performance accountability and team development to ensure our digital work consistently delivers measurable results for clients.

Key Responsibilities:

Digital Strategy & Performance Leadership

• Integrated Digital Strategy: Own and lead the performance strategy across all digital channels (search, social, programmatic, SEO), ensuring cohesive plans that align with client objectives and maximise ROI. Continuously refine strategies using data and insights to drive improvement.
• Campaign Oversight: Oversee and lead planning, execution, and optimisation of campaigns across paid media organic channels. Ensure each channel performs strongly and that programmatic and DCO (Dynamic Creative Optimisation) opportunities are fully leveraged to enhance campaign effectiveness.
• Performance Standards: Define clear “what great looks like” benchmarks for digital performance (CPA, ROAS, engagement, etc.), and ensure the team upholds these standards in all work. Be accountable for delivering and improving digital KPIs across client accounts.

Data, Measurement & Analytics

• Data-Driven Culture: Champion data and analytics integration in digital work. Implement measurement frameworks and standardised reporting to ensure we demonstrate the impact of digital activity.
• Analytics Co-Ownership: Co-own the agency’s data/measurement agenda (with a Data & Analytics Lead or Media Director). Ensure the digital team adopts new tools (e.g. advanced measurement platforms, dashboards) and applies insights to optimise campaigns. Focus on embedding robust tracking, attribution and measurement within day-to-day execution.
• Lead & Mentor Team: Manage and inspire a multi-disciplinary digital team (PPC, social, programmatic), advising creative teams on asset formats, specifications, and best practice to drive performance. Set clear goals, provide feedback, and build capability through training and knowledge sharing.
• Capability Building: Strengthen the team’s expertise, particularly in areas such as programmatic trading, dynamic creative. Ensure each team member has confidence in our digital offering (including DCO) to effectively consult and deliver for clients.
• Resource Management: Align team resources with business needs. Oversee hiring and onboarding of digital talent (e.g., supporting new programmatic specialists) to fill skill gaps and meet future demands.

Client & Stakeholder Engagement

• Senior Client Partner: Act as the lead digital expert in key client engagements and pitches. Present digital strategies and performance clearly to senior client stakeholders, building confidence in our approach.
• Cross-Functional Collaboration: Work closely with account directors, planners, creative and PR teams to ensure digital plans are integrated into overall campaigns. Collaborate with creative and tech teams - ensuring dynamic creative strategies are executed smoothly and deliver value.
• External Representation: Stay engaged with industry developments. Represent Golley Slater’s digital expertise externally and bring back insights on new trends, technologies (AI, automation, etc.), and regulatory changes to keep our offering competitive.
• Innovation Agenda: Drive the digital team’s contribution to the agency’s innovation objectives. Identify and pilot new digital opportunities (e.g., testing new ad platforms, data, targeting, dynamic creative approaches, AI-driven tools and emerging formats), ensuring we test at least one new idea per quarter and scale successful initiatives.
• Process Improvement: Champion modern, efficient ways of working within the digital function. Implement process improvements and automation that free up senior talent for strategic work (reporting automation, improved use of collaboration tools, etc.).
• Quality & Best Practice: Ensure the digital function adheres to best practices (e.g., brand safety, data privacy, platform policies). Regularly review and refine our methods to deliver top-quality outputs efficiently.

Commercial & Business Growth Contribution

• Commercial Performance: Contribute to the overall Media department’s revenue and profit targets by maximising digital income and delivering campaigns efficiently. Manage digital budgets and resources to meet margin goals on client projects.
• New Business & Proposition: Support new business efforts by contributing digital expertise to pitches and proposals. Help articulate our digital proposition (including data/analytics strengths and innovative capabilities) to potential clients. Identify opportunities to expand digital services with existing clients where they can add value.

Skills & Experience:

• Extensive Digital Marketing Experience: Significant experience (approximately 8+ years) in performance-focused digital marketing, ideally with an agency background. Proven expertise in Paid Search (PPC) and Paid Social, combined with broad experience across multiple digital channels. A track record of planning and optimising integrated campaigns to meet ROI/CPA targets is essential.
• Strong Programmatic Advertising Knowledge: Robust understanding of programmatic media buying and platforms (e.g. StackAdapt, Amazon)). Able to lead programmatic strategy with confidence – challenging and guiding specialist traders, ensuring best practices in targeting, bidding, and brand safety are implemented. Hands-on programmatic campaign management experience is valuable, but your focus will be on strategy and oversight rather than day-to-day trading duties.
• Dynamic Creative Optimisation (DCO) Familiarity: Knowledge of DCO techniques and how to leverage dynamic creative to improve campaign performance. Experience planning or managing campaigns (or closely collaborating with creative teams to do so) is a major plus. You can coordinate testing and integration in programmatic or social campaigns, working with creative/tech colleagues to ensure dynamic ad variations are executed, without needing to personally develop creative content.
• Leadership & Team Management: Demonstrated ability to lead and develop a team of digital specialists. Able to set clear direction, mentor for growth, and foster an inclusive, high-performance team culture. Experience aligning a team’s structure and skills with evolving business needs is important.
• Analytical & Data-Driven: Highly numerate and analytical, with the skill to interpret performance data and translate it into actionable optimisations. Familiar with digital analytics and tracking (e.g. Google Analytics/GA4, Google Tag Manager) and comfortable using data visualisation/reporting tools to communicate results. Able to embed measure-and-optimize processes in the team’s workflows.
• Client & Stakeholder Management: Excellent communicator and collaborator. Confident in presenting to senior clients and internal stakeholders, simplifying complex digital concepts and performance metrics into clear insights and recommendations. Proven ability to build strong relationships, influence decision-making, and work cross-functionally to achieve common goals.
• Technical & Platform Proficiency: Comprehensive knowledge of major digital advertising platforms and tools, including Google Ads, Meta Ads Manager, and relevant analytics tools. Up-to-date with recent trends and policy changes across these platforms.
• Industry Certifications: Certifications such as Google Ads Search/Display, Google Analytics, Meta Blueprint, or programmatic trading qualifications demonstrate your expertise and commitment to ongoing learning.
• Innovation & Thought Leadership: A track record of introducing new digital approaches or technologies (e.g. early adoption of new ad formats) and sharing knowledge (e.g. speaking at events or internal training) is beneficial.
• Commercial Acumen: Experience in contributing to new business pitches or developing client growth strategies, showcasing how digital solutions drive commercial outcomes.
• Strategic & Results-Driven: Sees the big picture and connects digital tactics to wider goals, with a relentless focus on delivering results and client ROI.
• Innovative & Forward-Thinking: Embraces change and seeks out innovative opportunities, such as automation or dynamic creative, to keep the agency’s digital offering ahead of the curve.
• Collaborative & Influential: Builds trust through expertise and listening. Works effectively across teams, guiding colleagues and influencing stakeholders to drive digital excellence.
• Organised & Resilient: Capable of balancing multiple priorities in a fast-paced environment, staying calm under pressure. Approaches challenges with a problem-solving mindset and adaptability.
• Inclusive Leader: Fosters a positive, supportive team environment. Committed to developing others, celebrating successes, and ensuring all voices are heard.