Director, Digital Audience Strategy, ANZ

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Job Category: Marketing & Communications

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The Director, Digital Audience Strategy for ANZ is the custodian of our Digital audience experience, responsible for shaping a cohesive and compelling journey across Salesforce's Australia and New Zealand (ANZ) web and email channels. This pivotal leadership role sits within the ANZ Field Marketing team and will own the integrated strategy for attracting, engaging, and converting our target audiences.

You will be a strategic leader, moving beyond channel management to focus on holistic audience growth. This involves driving our regional web presence, architecting our email marketing strategy, and ensuring every digital touchpoint is optimised for user experience and business impact. You will lead a team of web and email specialists, manage key agency relationships, and collaborate extensively with local and global stakeholders to achieve our marketing objectives.

1. Integrated Web Audience Strategy: Develop and execute a unified strategic vision for the ANZ web and email programs, focusing on audience acquisition, engagement, nurture, and conversion.
2. Own the Salesforce ANZ website, ensuring it aligns with global brand consistency while delivering exceptional local relevance and performance.
3. Architect the overarching ANZ email marketing strategy, defining audience segmentation, lifecycle communications, and nurture programs that guide prospects through the funnel.
4. Ensure all web experiences feature the latest product messaging and reflect current company priorities and campaigns.

1. Audience Growth & Acquisition: Drive audience growth by establishing best practices for search engines and new AI-powered platforms. Lead efforts to improve our visibility in LLMs and Google's AI Overviews, making sure our material is easily discoverable and accessible to a broader audience.
2. Manage local SEO and content agencies to produce high-impact, locally relevant content that fuels organic growth.
3. Collaborate with global HQ teams to implement SEO best practices while advocating for ANZ's specific market needs.

1. Engagement & Conversion Optimisation: Collaborate on the strategic vision of the experimentation and A/B testing program across web and email, in partnership with the Analytics team, to continuously improve conversion rates and performance.
2. Conduct and synthesise user experience (UX) research to uncover deep user insights that inform design decisions and identify new opportunities for growth.
3. Work with local developers, web producers, and marketing managers to design and test new digital experiences.
4. Support local campaign managers by building compelling web journeys and integrated email communications for strategic events and marketing programs.
5. Champion a data-driven approach to understand and optimise the end-to-end user journey.

1. Stakeholder Collaboration & Leadership: Act as the primary web strategy liaison between the ANZ Field Marketing team, local Sales Development teams, and global stakeholders.
2. Build and maintain strong, collaborative relationships, understanding business needs and translating them into effective digital strategies.
3. Advocate for ANZ\'s unique market challenges and opportunities, influencing global teams to support regional initiatives and tool adoption.
4. Manage and mentor a team of marketing professionals, fostering a culture of innovation and excellence.

1. Performance Reporting & Insights: Establish key performance indicators (KPIs) and regularly report on the holistic performance of web and email programs to senior marketing leadership.
2. Deliver actionable insights on audience behaviour, channel effectiveness, and campaign impact, providing clear recommendations for future optimisation.
3. Stay ahead of the curve by analysing competitor insights to identify market trends and emerging opportunities, ensuring our strategies remain innovative and effective.

• Proven experience in a senior digital marketing leadership role, with a strategic focus on both web platforms and email marketing strategy.
• Demonstrated success in developing and executing integrated digital strategies that drive audience growth and achieve business objectives.
• Deep expertise in Search Engine Optimisation (SEO) and a strong understanding of modern content marketing principles.
• Proficiency with enterprise-level CMS tools and Marketing Automation platforms.
• Strong analytical skills with hands-on experience using tools like Google Analytics and experimentation platforms (e.g., Optimizely).
• Exceptional stakeholder management and communication skills, with a demonstrated ability to simplify complex technical information for non-technical audiences.
• Proven experience managing teams and external agencies to deliver high-quality results.
• Familiarity with the Salesforce ecosystem is highly advantageous.

At Salesforce we encourage applications from Aboriginal and Torres Strait Islander peoples. Salesforce Australia is committed to walking together with the Traditional Custodians of this land, Australia\'s First Nations peoples, as we forge a path to reconciliation. Please see our Reconciliation Action Plan for more information.

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