Digital Marketing Manager

2 weeks ago

Sydney, New South Wales, Australia Big Red Group Full time

Big Red Group is the largest marketplace of experiences in Australia and New Zealand, and home to leading brands including Adrenaline, Experience Oz, Experience Oz Local Agent and RedBalloon.


Australian owned and operated, we have delivered more than 3 million experiences to date and serve an experience every 30 seconds.

We have doubled our team over the past 12 months and continue to play the lead role in the tourism and experiences industry.


The Role:


The heart of our business is our Growth team, comprising all our consumer and B2B facing brands - Adrenaline, Experience Oz and RedBalloon.

Within the Consumer Org lies our Ecommerce team.

This team encompasses our Digital, CLM and Ecommerce Trading team who work across our consumer brands to acquire news customers, optimise their journey and our onsite conversion rates and ultimately turn them into lifetime profitable customers.


The Digital Marketing Manager plays a critical role in the continued growth of our consumer brands at Big Red Group.

With the customer at the heart of everything we do, the Digital Marketing Manager is accountable for driving forward the strategy of our acquisition channels for RedBalloon.

With a key focus on working collaboratively with internal teams and external partners to continually push what we do to achieve a better experience for our customers and ultimately drive returns for the group.


This role will see you collaborating with key teams across BRG including eCommerce, CLM and Product to achieve a cohesive go-to-market strategy and a customer-centric approach to marketing.

You will also have access to best-in-class talent across Data and Tech to help you shape your approach and leverage insights, automation and technology that will allow BRG to stay ahead of the game.


This is a key role within the business as you are responsible for continuously driving efficient returns from a large media spend for one of our biggest consumer facing brands.


Core Activities:

  • Accountable for channel approach and KPIs across RedBalloon this includes but is not limited to SEO, SEM, Social, Display and Video
  • Partner with Marketing Manager (Brand) and our media agency to deliver a fully integrated approach to key campaigns
  • For RedBalloon you will plan and support the implementation of SEM, Shopping and Google Things To Do, with a key focus on efficient growth opportunities, through the smart use of audiences, creative and always on test and learn approach.
  • With the support of the Performance Lead, you will own the SEO strategy with our SEO agency partner and hold them accountable for delivering against agreed targets. Ensure we are optimising between our paid and owned channels to shift the reliance on paid, helping to reduce our CAC.
  • Oversee implementation of their recommendations with the team and ensure internal teams are being engaged to support the plan.
  • Lead the team to deliver effective performance campaigns within our social channels, including partnering with brand and media for a full funnel approach and embedding a test and learn approach within the team to look at channels, audiences and creative to maximise our impact.
  • Build and own relationships with our agency partners and digital platform account reps and ensure all KPIs are met
  • Work with Performance Lead on our BRG Audience strategy and bring it to life for the consumer brands that you manage, ensuring that we are optimising the customer journey, collaborating with CLM, eComm and Data teams.
  • Deliver ongoing reporting and analysis of performance channels to ensure they are on track, quickly identifying opportunities or issues across brands
  • Ensure that we are delivering the reporting and analysis we need to ensure that our performance channels are on track, quickly identifying opportunities or issues across brands.
  • Oversee all creative requirements to deliver channel first performance assets.
  • Stay up to date with digital marketing trends and channels, identifying gaps and innovation opportunities.
  • Support the insights team to analyse attribution models for new MTA and MMM solutions. You will also work closely with the team to transition to a cookie less world, prioritising 1st party data and serverside solutions

Experience Required:

  • 2 years proven experience managing performance channels either in house or within an agency. This includes managing large budgets and KPI's across all key channels paid search, SEO and social.
  • Experience managing a team the team are relatively green and so there is a requirement for onthejob training and development and support with prioritisation of tasks
  • Uptodate on performance media best practice so that you are able to challenge our agency partners and guide the team
  • Analytical and a desire to continuously test and learn and improve what we deliver to our customers and our brands
  • Comfortable working and leading a team under pressure to help assess priorities and flex to meet deadli

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