Senior Digital Marketing Executive

San Carlo Head Office; Manchester; On-site; GBP 55,000 - 85,000; Full time

Benefits offered by this job

Free Meals on Duty

50% Staff Discount

Refer a Friend

Elevate Training Academy

Volunteering Days

Squadra App

Legal and Financial Advice

San Carlo Awards

Best in Class Pension

Job summary

San Carlo is hiring a Digital Marketing Lead to run the group CRM strategy, coordinate campaigns across all brands, and manage agency partners. You will develop customer segmentation, automated journeys, and grow the customer database in line with GDPR and PECR.

Lead PPC/SEO efforts, optimise local search, and oversee website operations across our restaurant portfolio. Experience in hospitality and multi-site brands is preferred.

Qualifications

• Strong digital marketing experience in hospitality or multi-site brands.
• Experience managing digital agencies and external partners.
• Strong understanding of CRM and customer lifecycle marketing.
• Good working knowledge of PPC and paid search.
• Strong understanding of technical, on-page and local SEO.
• Experience managing websites, web development projects and digital content.
• Strong understanding of Google Business Profile and local search.
• Comfortable using analytics and performance data to make commercial recommendations.
• Excellent project management skills, with the ability to manage multiple brands, campaigns and agencies simultaneously.

Responsibilities

• Own the group CRM strategy, coordinating campaigns across all San Carlo brands and restaurants and managing CRM agency and technology partners
• Develop customer segmentation and automated journeys (acquisition, welcome, retention and re-engagement), and grow the quality and value of the customer database in line with UK GDPR and PECR
• Lead the PPC/search agency relationship, setting briefs, objectives, budgets and KPIs, and challenging performance on spend, conversion, bookings and return
• Ensure paid search supports both always-on restaurant demand and specific campaigns or openings, coordinating the landing pages and offers needed to improve results
• Manage the SEO agency and organic search strategy, ensuring each restaurant and brand is optimised for relevant local and national searches
• Develop keyword priorities and use SEO insight to identify content opportunities across restaurant pages, landing pages and the blog
• Take day-to-day marketing ownership of San Carlo’s portfolio of websites, managing web development and design partners and coordinating content updates, launches and testing
• Continually review the guest journey from discovery to booking, identifying opportunities to improve UX, conversion and SEO performance
• Oversee restaurant business listings, particularly Google Business Profile, keeping addresses, opening hours, menus, booking links and imagery accurate and consistent, including seasonal and temporary closure updates
• Own the website content calendar, briefing SEO-led and brand-led blog content that balances our premium brand positioning with search requirements
• Act as the primary day-to-day contact for all digital, SEO, PPC, CRM and website partners, producing clear briefs with defined objectives, deliverables, budgets and deadlines
• Run regular agency performance reviews, challenge recommendations, monitor scopes, retainers and additional costs, and hold partners accountable for agreed actions
• Ensure agencies work together rather than in silos, sharing learnings across channels and turning wider San Carlo marketing campaigns into coordinated digital activity
• Own the digital reporting framework covering traffic, booking conversions, organic visibility, PPC and CRM performance, local search and results by restaurant, brand and campaign
• Interpret performance data and recommend clear next steps to drive bookings, guest acquisition, retention and revenue

Skills

Digital marketing

CRM & lifecycle marketing

PPC & paid search

SEO / Local SEO

Website management

Google Business Profile

Analytics & performance data

Project management

Agency management

Commercial mindset

Job description

San Carloarehiring a Digital Marketing Lead!

Our story:

The Distefanofamily, spanning two generations, started San Carlo over 30 years ago and seenit grow to twenty-five authentic Italian restaurants across the UK – fromCovent Garden, Piccadilly and Knightsbridge in London to Bristol, Leicester,Liverpool, Leeds, Cheshire and Manchester and with a growing number overseas –Including Kuwait, Bangkok, Dubai, and Miami, with additional restaurantopenings planned as San Carlo continues to expand globally.

ColleagueBenefits:

• Free Meals on Duty- Delicious, healthymeals, all free
• 50% Staff Discount- For you and yourfriends and family, in any of our restaurants around the UK
• Refer a Friend- Bring your friends andearn up to £1,000 per person
• Elevate Training Academy- Commitmentto training and continuing professional development with our San Carlotraining app
• Volunteering Days- Give back withdedicated volunteering days, making a positive impact in your community
• Squadra App- Offering you discountsand rewards with thousands of companies worldwide
• Legal and Financial Advice- Free legaland financial advice for you and your family
• San Carlo Awards- Our annual San CarloAwards, dedicated to celebrating the incredible talent and hard work ofour colleagues
• Best in Class Pension- San Carlo arepartnered with an industry-leading pension provider, ensuring your hardwork today supports your tomorrow

KeyResponsibilities:

• Own the group CRM strategy, coordinating campaignsacross all San Carlo brands and restaurants and managing CRM agency andtechnology partners
• Develop customer segmentation and automatedjourneys (acquisition, welcome, retention and re-engagement), and grow thequality and value of the customer database in line with UK GDPR and PECR
• Lead the PPC/search agency relationship, settingbriefs, objectives, budgets and KPIs, and challenging performance onspend, conversion, bookings and return
• Ensure paid search supports both always-onrestaurant demand and specific campaigns or openings, coordinating thelanding pages and offers needed to improve results
• Manage the SEO agency and organic search strategy,ensuring each restaurant and brand is optimised for relevant local andnational searches
• Develop keyword priorities and use SEO insight toidentify content opportunities across restaurant pages, landing pages andthe blog
• Take day-to-day marketing ownership of San Carlo’sportfolio of websites, managing web development and design partners andcoordinating content updates, launches and testing
• Continually review the guest journey from discoveryto booking, identifying opportunities to improve UX, conversion and SEOperformance
• Oversee restaurant business listings, particularlyGoogle Business Profile, keeping addresses, opening hours, menus, bookinglinks and imagery accurate and consistent, including seasonal andtemporary closure updates
• Own the website content calendar, briefing SEO-ledand brand-led blog content that balances our premium brand positioningwith search requirements
• Act as the primary day-to-day contact for alldigital, SEO, PPC, CRM and website partners, producing clear briefs withdefined objectives, deliverables, budgets and deadlines
• Run regular agency performance reviews, challengerecommendations, monitor scopes, retainers and additional costs, and holdpartners accountable for agreed actions
• Ensure agencies work together rather than in silos,sharing learnings across channels and turning wider San Carlo marketingcampaigns into coordinated digital activity
• Own the digital reporting framework coveringtraffic, booking conversions, organic visibility, PPC and CRM performance,local search and results by restaurant, brand and campaign
• Interpret performance data and recommend clear nextsteps to drive bookings, guest acquisition, retention and revenue

RequiredQualifications & Experience:

• Strong digital marketing experience, ideally withinhospitality, restaurants, hotels, luxury, retail or another multi-siteconsumer brand
• Demonstrable experience managing digital agenciesand external partners
• Strong understanding of CRM and customer lifecyclemarketing
• Good working knowledge of PPC and paid search
• Strong understanding of technical, on-page andlocal SEO
• Experience managing websites, web developmentprojects and digital content
• Strong understanding of Google Business Profile andlocal search
• Comfortable using analytics and performance data tomake commercial recommendations
• Excellent project management skills, with theability to manage multiple brands, restaurants, campaigns and agenciessimultaneously
• Commercially minded and focused on turning digitalactivity into measurable customer action

Compensation: Competitive salary