Senior Digital Channel Manager

Location: Melbourne, Brisbane, Sydney Contract Type: Permanent MinterEllison is one of Australia's largest independent law and consulting firms.
With a heritage of almost 200 years, we are known for our excellence, and our authentic and enduring relationships with our clients, our people and our communities.
Clients seek out MinterEllison to help them solve complex problems every day.
We do this by our full-service legal offering and complementary consulting offering.
We offer opportunities to work on industry-leading mandates for top-tier clients, while being part of a high-performing and collaborative team that values excellence, diversity of thought, curiosity, and inclusion.
We value our people and empower them to achieve their ambitions - with the support, trust and autonomy to grow their careers in meaningful ways.
At MinterEllison, we're leading the way with AI and other emerging technologies, powering innovation right across our firm.
You will have the opportunity to engage with AI tools we've built, and other external AI tools, to enhance efficiencies and excellence internally and with our clients.
The Team Our national Client & Market Growth team is a high performing, critical component of the firm and essential to MinterEllison's success.
The Client and Market Growth (CMG) team is made up of business development, sales, brand and marketing, events, digital, communications and insight professionals.
CMG champions a client-centric engagement approach across the firm, from insight to strategy to action, building stronger client relationships, brand connection, and trust.
We influence growth in the firm's profile, client footprint, brand connection and trust, and revenue growth priorities.
The Brand and Marketing function is focused on elevating MinterEllison's market position by creating and executing brand and marketing strategies, programs and campaigns that drive engagement through the various stages of the brand funnel and client engagement model for the firm.
The function includes brand, creative design, marketing, digital (web, social and digital marketing), events and direct to client engagement systems.
We're evolving our capability into a modern practice, fusing human and digital intelligence, to inspire and activate our brand edge, as 'idea-to-value' creators.
Our ambition is to transform and elevate brand differentiation, to create brand advocacy and long-lasting client relationships.
The Role Reporting to the Head of Brand Engagement and Marketing, the Senior Digital Channel Manager is an expert in digital Martech (with knowledge of emerging AI technology), digital user experiences and digital marketing (content, web, search and social media focus) across owned and paid media channels.
The role spans strategy and operational accountability - Martech roadmap development for digital channels, digital engagement and marketing, insight and performance across digital channels, developing optimal user journeys to improve engagement, lead conversion, and overall business performance.
This senior role oversees a team of two direct reports, and is tailor made for a forward thinking, collaborative and progressive leader, with the curiosity and passion to develop best-in-class digital experiences.
This is more than a leadership role.
It is a chance to shape change and advance one of Australia's largest and most trusted law firms.
Duties & Responsibilities Digital strategy and roadmap development: In partnership with the Head of Brand Engagement and Marketing, and Brand and Marketing Director, define and drive the organisation's digital experience strategy, ensuring alignment with overall business goals.
Develop a multi-year digital roadmap and plan for a new website that enhances brand visibility, lead generation, and client engagement.
Identify opportunities for innovation, emerging trends, and new channels to improve digital performance.
Work closely with senior leadership (including the Executive Leadership Team and Firm partnership) to secure buy-in and investment for key digital initiatives.
End-to-end digital delivery: In collaboration with brand and marketing campaign managers, plan, execute, and optimise multi-channel digital marketing campaigns across paid search, display, social, email, and content marketing.
Implement A/B testing on creatives and messaging to improve engagement and conversion rates.
Report on campaign performance with actionable insights.
Team workflow management: Operational management and delivery to internal stakeholders' website and digital channel requests.
Respond to requests via ServiceNow and other workflow management systems and ensure that outcomes are delivered in a satisfactory manner, on time and on budget.
Digital development and user experience optimisation: through insight and data, improve content engagement and accessibility in line with industry benchmarks and standards.
Digital content development and management: Calendars - content, social and web home page.
Producing, publishing and removing content.
Site health activity to improve organic search performance and content consumption experiences.
Social media strategy to execution: coach the Social Media Consultant and lead the social content strategy to improve brand resonance with key target audiences, provide content curation and creation, audience profiling and opportunity sizing, performance insight, social listening and monitoring for brand sentiment and audience insights.
Digital performance marketing and lead generation: Manage and optimise paid media campaigns across Google Ads, Meta, LinkedIn, and programmatic platforms to drive high-quality traffic and conversions.
Develop audience segmentation strategies to improve targeting and cost efficiency.
Continuously test and refine ad copy, bidding strategies, and landing pages to maximise ROI.
Lead nurturing and client journey optimisation: Design and execute automated marketing sequences, retargeting strategies, and personalised content journeys to nurture leads through the funnel.
Be "on the tools" and work with SiteCore, CRM and marketing automation platforms to optimise engagement.
Implement data-driven segmentation strategies to improve open rates, click-through rates, and overall lead-to-client conversion rates.
Search Engine Optimisation (SEO): Oversee technical SEO audits, keyword research, and content optimisation strategies to improve organic search visibility.
Collaborate with content teams to develop high-ranking, intent-driven content.
Ensure site health and indexing best practices using tools like Google Search Console and Semrush.
Monitor ranking performance and implement link-building initiatives to strengthen domain authority.
Stay across developments in the LLM search space and ensure that the MinterEllison site retains favourable visibility.
Conversion Rate Optimisation (CRO): Develop and implement A/B and multivariate testing strategies to enhance website performance, landing page effectiveness, and form conversions.
Analyse user behavior through heatmaps, session recordings, and funnel tracking to identify friction points.
Collaborate with UX/UI designers and developers to enhance site speed, mobile responsiveness, and overall user experience, driving measurable improvements in conversion rates.
Website and digital analytics: Drive a culture of performance and continuous improvement by leveraging Google Analytics, Tag Manager, and data visualization tools (e.g., Power BI, SEM/SEO tools) to track KPIs, user behavior, and campaign performance.
Implement tracking solutions such as UTM parameters, event tracking, and goal conversions.
Generate actionable reports and dashboards to inform marketing strategy and optimise budget allocation.
Innovation and Martech: Continuously evaluate and implement new marketing technologies, tools, and best practices to enhance efficiency and effectiveness.
Optimise existing Martech stack, ensuring integration across platforms such as Sitecore, CRM, automation, and analytics tools.
Stay up to date with industry trends and competitor strategies to drive innovation in digital experience.
Leadership and team management: Manage and mentor two direct reports, fostering a high-performance culture.
Provide clear objectives, ongoing training, and performance evaluations to develop skills in digital marketing strategy, analytics, and execution.
Ensure alignment with the firm's values, business goals and encourage innovation within the team.
Stakeholder collaboration: Work cross-functionally with business development, client experience, marketing, event, brand and creative teams to ensure digital activity align with overall business objectives.
Present insights and recommendations to peers and senior leadership.
Budget & ROI management: Oversee digital budgets, ensuring cost-effective allocation across paid and organic channels.
Conduct ROI analysis on campaigns and recommend budget shifts based on performance data.
Negotiate with media partners and vendors to maximise value and efficiency.
About you The preferred candidate is a leader, with the experience to innovate and lead change.
A strategic thinker, expertise with implementation and attention to detail to manage operational delivery.
Commercial acumen and an entrepreneurial mindset with analytical and strategic problem-solving skills.
A motivated self-starter, team player, curious and outcome focused.
10+ years digital experience – including web, social, search, digital marketing channels 5+ years demonstrable leadership skills and experience leading teams and reporting to/collaborating with senior business stakeholders i.e. ability to influence senior leadership.
Service-based industry experience, across B2B and B2C segments.
B2B experience is preferred as the role requires the enablement of client growth through lead generation and prospecting, account-based management and client relationship building programs.
Martech expertise across digital channels, workflow and operational management – experience in implementation and adoption of Martech in an organisation.
Commercial.
Managing budgets, data-led critical thinker, performance and ROI mindset.
Excellent communication skills, both written and verbal – capable of adapting communication to the audience, able to effectively engage and influence stakeholders.
Highly developed interpersonal and influencing skills, including the ability to build and maintain effective relationships with a diverse range of internal and external clients.
Highly organised with the ability to juggle multiple tasks and deadlines, including excellent attention to detail.
Excellent organisational, time management and project management skills, with the capacity to manage competing tasks.
Able to think strategically and maintain focus under pressure.
Excellent planning and time management skills, including an ability to handle conflicting deadlines and work with multiple stakeholders at all levels.
Strong attention to detail.
Sound knowledge, intermediate-advanced user of the following software: AI tools, Microsoft suite of products (Word, PowerPoint, Excel, Teams), Collaboration tools, workflow and project management.
How to apply We encourage applications from people of all ages, abilities, cultural backgrounds, genders (including trans or gender diverse), LGBTQ+ people and those with carer responsibilities.
We particularly encourage Aboriginal and Torres Strait Islander people to apply.
We prefer to connect with people directly, so please submit your CV by clicking on the 'Apply' button.
We encourage all applications, including if you do not meet all the criteria listed for the role.
Your application will also enable us to consider you for other opportunities that may be available at MinterEllison.
If you are currently a MinterEllison employee, please apply through the internal careers page.
If you would like further information, require any adjustments throughout the recruitment process or for a confidential discussion, please contact ****************************.