Digital Manager

Life & Brand Portfolio; Cape Town; On-site; ZAR 600,000 - 900,000; Full time

Job summary

The Digital Manager at Life & Brand Portfolio will lead the digital execution and performance across its brands, translating the marketing strategy into clear digital plans and channel activity. You will work closely with the Group Marketing Manager to shape campaigns across paid media, social, content, CRM, and web properties.

We seek a commercially minded, data-driven leader who can drive ROAS, optimise campaigns, and align digital activity with overall brand and business objectives.

Qualifications

• Strong digital marketing experience across multiple brands.
• Strong understanding of paid media and performance marketing.
• Ability to guide paid media strategy and assess performance.
• Strong analytical skills to interpret digital performance data.
• Commercial awareness and collaboration with Brand teams.

Responsibilities

• Lead the digital strategy and execution across Life & Brand brands.
• Develop and translate marketing strategy into digital plans.
• Oversee paid media, social, content, CRM, and website activity.
• Collaborate with agencies and internal teams to optimise ROAS.
• Establish clear digital KPIs, reporting and governance.

Skills

Digital marketing

Paid media

Performance marketing

Social media

Content creation

CRM

Web analytics

HubSpot

Tools

HubSpot

Job description

The Digital Manager is responsible for leading the digital execution and performance of the Life & Brand portfolio across its individual brands and properties.

Working closely with the Group Marketing Manager, the Digital Manager will help shape and translate the overarching marketing strategy for each brand into a clear digital strategy and execution plan. The role requires a strong understanding of digital channels, with particular emphasis on paid media, performance marketing, social media, content, CRM, websites and digital analytics.

The successful candidate will be commercially minded, data-driven and able to understand how digital activity contributes to broader brand and business objectives.

Role Purpose

The Digital Manager is responsible for leading the digital execution and performance of the Life & Brand portfolio across its individual brands and properties.

Working closely with the Group Marketing Manager, the Digital Manager will help shape and translate the overarching marketing strategy for each brand into a clear digital strategy and execution plan. The role requires a strong understanding of digital channels, with particular emphasis on paid media, performance marketing, social media, content, CRM, websites and digital analytics.

The successful candidate will be commercially minded, data-driven and able to understand how digital activity contributes to broader brand and business objectives.

Key Responsibilities

1. Digital Strategy & Brand Planning

• Work closely with the Group Marketing Manager to develop the overarching marketing strategy for each individual brand.
• Translate brand and commercial objectives into clear digital strategies and channel plans.
• Develop annual, quarterly and campaign-specific digital plans.
• Identify digital opportunities to grow awareness, engagement, customer acquisition and revenue.
• Ensure digital activity is aligned with each brand's positioning, target audience and overall marketing objectives.
• Stay up to date with emerging digital platforms, technologies, trends and consumer behaviour.

2. Paid Media & Performance Marketing

• Develop and guide paid media strategies across the portfolio in collaboration with the Group Marketing Manager and relevant agencies or partners.
• Understand the role of Meta, Google, TikTok, LinkedIn and other relevant paid platforms.
• Develop campaign objectives, target audiences, budgets, creative requirements and KPIs.
• Monitor and analyse paid media performance and recommend optimisation opportunities.
• Ensure media spend is aligned with commercial objectives and delivers measurable results.
• Review campaign performance and challenge agencies/partners where required.
• Understand metrics including reach, frequency, CTR, CPC, CPL, CPA, conversion rates and ROAS.
• Use data and insights to inform future campaigns, creative and budget allocation.
• Ensure appropriate tracking and attribution is in place.

3. Social Media

• Lead the digital and social media strategy across the portfolio.
• Oversee monthly content calendars and campaign roll-outs.
• Ensure social content reflects each brand's positioning, tone of voice and visual identity.
• Identify opportunities across Instagram, Facebook, TikTok, LinkedIn and other relevant platforms.
• Monitor community engagement and ensure customer queries are appropriately managed.
• Track social performance and use insights to continuously improve content and engagement.

4. Content & Creative

• Work with the Group Marketing Manager and creative teams to translate campaign strategies into digital-first content.
• Brief photographers, videographers, designers, creators and agencies where required.
• Ensure campaigns have the correct assets for both organic and paid media.
• Guide the development of Reels, video, static content, paid social creative and other digital formats.
• Ensure content is commercially effective as well as on-brand.

5. Digital Campaigns & Activations

• Lead the digital execution of brand campaigns, promotions, launches and events.
• Develop campaign roll-outs across organic, paid, website and CRM channels.
• Ensure digital campaigns have clear objectives, audiences, calls to action and measurement.
• Work with operational and brand teams to ensure campaigns are effectively implemented across locations.
• Identify opportunities to leverage digital activity to drive bookings, footfall, events enquiries and revenue.

6. Website & SEO

• Oversee the digital presence of the group's websites and relevant landing pages.
• Ensure websites and listings are accurate, up to date and aligned with current campaigns.
• Identify opportunities to improve website traffic, user experience and conversion.
• Work with external developers and agencies where technical support is required.
• Develop a basic understanding of SEO and ensure digital content supports organic search visibility.

7. CRM & Database

• Work with the marketing team to develop and grow the group's digital customer database.
• Support CRM strategy and customer acquisition initiatives.
• Develop targeted email and digital communications where appropriate.
• Use customer data and insights to improve targeting, retention and customer engagement.
• Work with platforms such as HubSpot where relevant to the business.

8. Events & Lead Generation

• Support the digital marketing strategy for the group's corporate and private events business.
• Develop campaigns designed to generate qualified event enquiries.
• Work with the events team to ensure digital leads are captured, tracked and followed up effectively.
• Monitor the digital customer journey from campaign exposure through to enquiry and conversion.
• Use performance data to identify opportunities to improve lead generation, particularly across regional markets.

9. Reporting & Analytics

• Establish clear digital KPIs for each brand and campaign.
• Produce regular digital performance reports for the Group Marketing Manager and wider marketing team.
• Analyse paid media, social, website and campaign performance.
• Provide clear insights and recommendations rather than simply reporting numbers.
• Identify opportunities to improve performance, efficiency and return on marketing investment.
• Use data to inform future marketing strategy and budget allocation.

10. Digital Brand Governance

• Ensure all digital communication is aligned with brand guidelines.
• Maintain consistency across brands, locations and regions.
• Ensure digital platforms, business listings and social profiles are accurate and up-to-date.
• Manage digital platform access, permissions and security.
• Establish clear processes for content approval, publishing and campaign management.

Candidate Requirements

The ideal candidate will have:

• Strong digital marketing experience, ideally within a multi-brand or hospitality environment.
• Strong understanding of paid media and performance marketing, particularly Meta and Google.
• The ability to guide paid media strategy, assess performance and confidently work with agencies or external partners.
• A strong understanding of social media platforms and digital content.
• Experience developing and executing digital campaigns from strategy through to reporting.
• Strong analytical skills and the ability to interpret digital performance data.
• Commercial awareness and an understanding of how digital marketing contributes to business performance.
• The ability to work collaboratively with the Group Marketing Manager and individual brand teams.
• Strong project management and organisational skills.
• Excellent written and verbal communication skills.
• An ability to manage multiple brands, campaigns and deadlines simultaneously.
• A proactive approach, with the ability to identify opportunities rather than simply execute briefs.

Reporting Structure

Reports to: Group Marketing Manager

Key relationships:

• Group Marketing Manager
• Brand Managers / Marketing Managers
• Creative teams
• Events team
• Operations
• External digital and media agencies
• Content creators and suppliers

What Success Looks Like

The Digital Manager should ultimately be responsible for ensuring that each Life & Brand brand has a clear, effective and commercially focused digital presence.

The role should not simply be measured by followers or engagement. Success should be demonstrated through:

• Strong digital brand presence
• Effective and well-managed paid media
• Improved campaign performance
• Growth in qualified digital leads
• Increased bookings and enquiries
• Improved website performance and conversion
• Efficient use of digital marketing budgets
• Stronger customer databases and CRM activity
• Clear, actionable reporting and insights
• Consistent digital execution across the portfolio

In short: the Group Marketing Manager sets the overarching brand and marketing direction in collaboration with the Digital Manager, while the Digital Manager owns the digital strategy, execution, optimisation and performance across the portfolio.