Digital Marketing Executive Job Description & Person Specification

October 2018

2

We’re Makermet - a full-service creative agency based in the heart of Nottingham’s historic centre. We specialise in helping our clients navigate the process of researching, developing, launching and maintaining their brands, products and marketing campaigns.

Our in-house team of five deliver an exceptionally broad range of services, including brand consultancy, strategic digital marketing, user experience design, print and digital design and web development.

Since launching as a partnership in 2011, Makermet has achieved the sustainable growth it aimed for. Now into our 8th-year, we’re working with globally recognised brands that help or improve lives and experiences. We’re keen on maintaining a an efficient, modern approach to working that balances the well-being of our close-knit team with the demands of work and clients, leaving enough space for creative freedom and personal development.

The team at Makermet is currently working with a number of B2B and B2C organisations on their projects across sectors including sustainability and eco-friendly lifestyle publishing, luxury accessories, public information campaigns, tourism, community and regional development, entertainment and hospitality, architecture and music publishing.

All of our work is lead by research - there’s no design for design’s sake. In the role of Digital Marketing Exec, you’ll be helping us to establish clear picture of our client’s audiences, their needs, and the position of their brand in the market place. That foundation of knowledge will help you work with the team to deliver design that works for innovative digital marketing campaigns and helps clients deliver on their objectives whether they’re commercial or charitable.

Perhaps you’d like to consider joining us...

3

Job description Digital Marketing Executive

Salary from negotiable depending on experience

Contract Permanent, full time - 37.5hrs/week

Direct Reports 0

In the role of Digital Marketing Executive in the Makermet team, you will work closely with the Creative Director to research, develop and deliver creative digital marketing campaigns for clients of the agency. You will be given freedom to introduce your own research processes, and delegate design and development tasks to the rest of the team to realise marketing campaigns. You must have the initiative to lead on projects and tasks without continuous direction from the Director and should have some experience in delivering successful marketing campaigns either as a freelancer, or as a member of a team at a marketing agency.

Digital Marketing

• Develop creative marketing strategies and campaigns in response to clients’/brands’ needs

• Contribute to our existing research processes, and bring additional trend forecasting, competitor analysis and audience analysis insights into our research outputs

• Moodboarding and prototyping of digital marketing assets for the purposes of client approval and team briefing

• Maintain and improve social media and website content on behalf of our clients

• Realise basic digital design tasks for the production of social media and website content

• SEO & SEM - conduct audits, plan and implement link building campaigns, update website content

• PPC - keyword research, campaign set up, monitoring and reporting

4

• Paid social advertising - target research, campaign set up, monitoring and reporting

• Email marketing - campaign set up, content preparation and reporting

• Web analytics - track and analyse website traffic flow and attain key performance indicators such as reducing website bounce rate, increasing dwell time or improving conversion

• Managing marketing budgets and reporting on KPIs and ROI

Technology

• Maintain awareness of current industry best practices

• Investigate and experiment with new and emerging technologies

• Maintain filing systems on the studio network and cloud storage solutions to required standards

• Exploring and developing new design technologies and disciplines for the purposes of service innovation

Project Management

• Engage with existing workflow management practices, and assisting in the improvement and introduction of new workflow practices

• Contribute to the estimation of workload and project schedules

• Ensure that projects are kept within brief, budget and timelines

5

New Business & Marketing Makermet

• Contribute to development of content for the Makermet blog and social media channels

• Manage Makermet’s social media channels, including planning campaigns, promoting work won and delivered and other internal news pieces

• Contribute to the development and delivery of professional and academic talks and workshops

• Promote the team’s capabilities and take an active role in delivering pitches as and when appropriate

Communication

• Liaise with the in-house designers to create online and offline marketing material for a range of clients

• Liaise with clients, where appropriate, for clarity, to assist in pitches and presentations, to respond to changes in their business, markets and PR strategies

• Liaise with suppliers and subcontractors, where appropriate, for the specification and delivery of third-party services including photography, video production and copywriting

• Attend meetings and conferences in the UK and Europe as and when required

In addition to these duties, you may be asked to take part in general administration or organisational tasks relating to the activities of Makermet Creative Limited.

The job description is a guide - changes may occur as the business grows and new technologies or processes are explored.

6

Ideal experience

• An undergraduate degree in marketing or related field of study

• Demonstrable experience in developing and delivering maketing campaigns either individually or part of a team in a professional post or during degree-level study

• Excellent written English and editing skills; you will need to device and edit content for digital platforms, social media posts and blogs

• Experience maintaining website content via CMS platforms

• Mac literate, and familiarity with Adobe Creative Suite, especially InDesign, Illustrator, Photoshop

• Experience with as many as possible of the following web platforms an advantage - CraftCMS, Shopify, Mailchimp, Wistia, Trello, Wrike

Ideal characteristics

• Creative thinker, able to generate and develop your own ideas without guidance, but in response to detailed briefs

• A perfectionist with a keen eye for detail

• Ability to work to tight-deadlines, under pressure, whilst remaining calm and without affecting quality of output - but also ready to re-balance with a walk in the park, or an early finish on a Friday

• Team-player with excellent communication skills, keen to engage clients and team members in professional discussion and casual chat

• A flexible approach to working and able to manage time and workload independently

Our work

HEADER LINE 1

8

Pebble magazine Sustainable lifestyle magazine and community

Whether it’s design, ethical fashion, slow food or eco-travel, pebble magazine features brands and individuals pulling together in the direction of positive change.

Makermet helped founder Georgina Wilson-Powell’s vision for pebble magazine become a reality in 2016. Following brand exploration and marketing strategy, a user experience that supported the publications values was tested with the target audience before launch with a bespoke Craft content management system.

We now work in close partnership with pebble magazine, as creative directors and brand guardians across all outputs.

• Exploration and research

• Responsive website design and development

• Print design

• Digital marketing strategy

• Email marketing design

• Brand and creative consultancy

pebblemag.com pebblemag.com

HEADER LINE 1

9

pebble.guide Sustainable city guide web application

Keen to bring a product to market, pebble’s sustainable city guide platform is live, and has a roll-out plan of cities already confirmed well into 2019. Brands including Pukka Teas (Unilever) are already on-board as advertisers.

Makermet produced interactive prototypes before development of the product UI, a full technical specification and bespoke CMS structure. In-house developer David Coggins realised the build of the platform, which requires no intervention from developers for the launch of new city guides within the desktop and mobile accessible web-app.

• Interactive prototypes

• Technical specification

• UX & UI design

• Technical development and testing

• Print and digital marketing collateral design

HEADER LINE 1

10

Storysmash Nottingham City Library Service

Storysmash is a programme of computer game writing workshops and masterclasses featuring high-profile writers across five key gaming hotspots at Nottingham Libraries from June 2017.

During the build up to the launch of this project, aimed at engaging young people and young adults with reading and creative writing via text-based adventure games built on the Twine platform, Makermet have worked with the client to deliver a brand identity with a range of print outputs, a digital marketing strategy and support with their social media engagement.

• Brand identity development including output of brand guidelines and graphics asset kits

• Print-design including promotional booklets, flyers and large-format window graphics

• Social media templates and strategy

PLEASE NOTE The Storysmash website was delivered by the client’s internal team

HEADER LINE 1

11

Storysmash Nottingham City Library Service Continued - brand marque, window graphics and social media templates.

HEADER LINE 1

12

Nottingham UNESCO City of Literature

Nottingham is recognised as one of 25 cities in the worldwide UNESCO Creative Cities network. Their website and activities promote the vibrant literary community in Nottingham and Nottinghamshire.

Securing our position as digital partner in 2016, a detailed exploration of the opportunity and target audience followed, which helped establish a fresh creative direction for the relaunch of Nottingham City of Literature’s online presence; their vibrant and exciting website features a powerful events calendar managed via CraftCMS, flexible publishing tools, and literary resources for all.

• Initial research with key partners including The Arts Council, Nottingham University, Nottingham Library Service and The CQ

• Responsive website design and development

• Support with social media strategy and the promotion of new initiatives

• Digital partnership

nottinghamcityofliterature.com

The Creative Quarter Websites and place branding

Nottingham’s Creative Quarter and Sneinton Market Avenues needed fresh websites that would improve the way news stories, events and information was presented to the community and potential investors, whilst simultaneously reducing the cost of maintenance.

Following a detailed research phase including public consultation, we developed two highly-flexible websites, with a range of powerful publishing tools integrating with social media networks. We continue to support The Creative Quarter and their Sneinton Market and Big House projects with all aspects of their print and digital output.

• Research and public consultation

• Information architecture

• Content migration

• UX & UI design

• Responsive web development

• Multi-user level integrated CMS

• Print and digital design

• Email marketing

• Training, technical support & hosting

creativequarter.com

sneintonmarket.com

The Big House Exploration workshop

The Big House is an initiative formed by seven partners, which supports SME’s in the Derbyshire and Nottinghamshire region with access to business advice, grants, professional workshops and networking.

Makermet invited all partners to attend an exploration workshop, where we worked through a series of exercises designed to get the partners sharing user-centric ideas with one-another and without prejudice.

Insights from this workshop guided the final website specification, training requirements and plans for initial and future development phases.

• 5hr exploration workshop with 10 stakeholders

• Insights report presented in person at ops meeting

• Final insights report and website specification

TROVE E-commerce website and social media management

TROVE Wallets are contemporary, low-waste handmade leather wallets produced in one of the last traditional leather goods factories in the UK.

Makermet worked with TROVE on the relaunch of their online store, including custom design and development of a new user interface and specialist ‘Build Your Own’ tool.

We continue to support TROVE with all aspects of their marketing online, including development of crowd-funding campaigns for new products, and creative concepts for new product launches.

• UX & UI design

• Responsive website development

• E-commerce design and development

• Social media campaign management

• Traffic analysis and optimisation

• Creative digital marketing concepts

• Print and packaging design

trove.cc

HEADER LINE 1

16

Hidden Experience Nottinghamshire / Nottingham BID

The Nottingham Independent Shopping Trail is a free map available from the tourist and information centre, and accompanying mobile application, designed by Makermet.

Following initial research (lots of discussions with business owners, the civic society and Nottingham City Council’s partners), Makermet put together a team including a photographer, script writer, illustrator alongside our in-house team to develop the trail’s print and digital content. Hidden Nottingham was funded and commissioned by Nottingham City Council and delivered in partnership with Visit Nottinghamshire, the Creative Quarter and the Nottingham Business Improvement District (BID) under the “It’s in Nottingham” brand.

• Public consultancy

• Creative direction

• Illustration and print design

• Audio production

• Digital marketing strategy

Invest in Nottingham MIPIM 2018 Conference Materials

Invest in Nottingham and leader of Nottingham City Council, Jon Collins, presented development opportunities in Nottingham to global investors at the MIPIM Conference in Cannes.

Makermet were commissioned to produce a ‘Welcome to Nottingham’ brochure targeted at specific industrial sectors, including infographics of key stats and location information. The presentation was delivered via a slide deck designed by Makermet, and a short Nottingham documentary video introducing key sites for development in the city and brief interviews with Directors and CEOs of some of Nottingham’s largest and most successful companies including Alliance Boots and Experian.

• Print design

• Infographic design

• Powerpoint presentation decks

• Video production

Veriflyers

Local leaflet delivery and marketing services company aiming to disrupt the market with a bright, modern brand identity and website, delivered on a tight-budget.

• Brand name

• Exploration and research

• Brand identity development

• Website design and development

• Print design concepts

• Print management

NB Following delivery of the brand identity and website, the client chose to handle marketing and maintenance of branded outputs in-house.

Thank you.We hope you’ll consider joining our team.

If you have any questions please call the studio directly on 0115 9587 950 or e-mail studio@makermet.com

www.makermet.com