Digital Marketing Lead (Maternity Cover)

📌 Core Information

🔹 Job Title: Digital Marketing Lead (Maternity Cover)

🔹 Company: Arriva Group

🔹 Location: Thurmaston Base, UK (Hybrid)

🔹 Job Type: Fixed Term – 18 Months (Maternity Cover)

🔹 Category: Marketing

🔹 Date Posted: 2025-04-25

🔹 Experience Level: 5-10 years

🔹 Remote Status: Hybrid

🚀 Job Overview

Key aspects of this role include:

• Leading digital content strategies and campaign performance across the business
• Managing PPC, display, SEO, CRO, and social media activities
• Overseeing digital testing, development, and optimization
• Delivering critical communications and managing digital budgets
• Collaborating with the wider marketing and customer service team

ASSUMPTION: This role requires a strategic mindset, strong leadership skills, and a solid background in digital marketing to drive performance and innovation across multiple channels.

📋 Key Responsibilities

✅ Lead the development and execution of digital content strategies

✅ Manage and optimize PPC & display activity to drive performance

✅ Oversee internal digital channels including CRM, SEO, CRO, and social media

✅ Manage digital testing and development to ensure continuous improvement

✅ Deliver critical comms including platform updates and urgent service changes

✅ Own strategy, planning, and budget management across digital activity

✅ Produce insightful weekly, monthly, and quarterly reports to track success

✅ Support the wider marketing and customer service team with BAU and campaign activity

✅ Lead on corporate social media management and agency relationships

✅ Oversee digital presentation of timetables

✅ Manage digital budgeting and forecasting with financial accountability

ASSUMPTION: This role involves a mix of strategic planning, hands-on execution, and stakeholder management, requiring strong organizational skills and attention to detail.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field

Experience: Proven experience in digital marketing and CRM leadership (5-10 years)

Required Skills:

• Proven experience in digital marketing and CRM leadership
• Strong background in multi-channel campaign planning and delivery
• Skilled in reporting and data interpretation to drive performance
• Excellent stakeholder and agency management skills
• Highly organized with great attention to detail and commercial focus
• Experience within the transport or travel industry would be an advantage

Preferred Skills:

• Fluency in additional languages
• Experience with specific marketing tools and platforms (e.g., Google Analytics, Hootsuite, etc.)

ASSUMPTION: Candidates should have a strong track record in digital marketing, with a focus on driving performance and customer engagement across multiple channels.

💰 Compensation & Benefits

Salary Range: £45,000 - £55,000 per annum (pro-rata for the 18-month contract)

Benefits:

• Competitive pension scheme
• Generous holiday allowance
• Employee discounts on Arriva services
• Flexible working arrangements

Working Hours: Full-time (37.5 hours per week), with flexibility to work remotely and on-site as needed

ASSUMPTION: The salary range is estimated based on industry standards for digital marketing leadership roles in the UK, with adjustments for the fixed-term contract.

📌 Applicant Insights

🔍 Company Context

Industry: Arriva Group is a leading public transport operator in Europe, with a strong presence in the UK. They operate local buses, inter-urban coaches, trains, trams, and waterbuses, as well as non-emergency patient transport services.

Company Size: Arriva Group has over 10,000 employees in the UK alone, offering a large and diverse work environment.

Founded: Arriva was founded in 1938 and is now part of Deutsche Bahn (DB), one of the world’s leading passenger and logistics companies.

Company Description:

• Arriva is committed to delivering high-quality, sustainable transport solutions
• The company focuses on customer satisfaction and continuous improvement
• Arriva operates in 10 European countries, providing a wide range of transport services

Company Specialties:

• Public transport
• Bus services
• Rail services
• Transport leadership
• Pan-European public transport
• Customer-first approach
• Sustainable transport solutions

Company Website: http://www.arriva.co.uk

ASSUMPTION: Arriva Group's size and diverse service offerings provide ample opportunities for career growth and development within the transport industry.

📊 Role Analysis

Career Level: This role is at the management level, requiring strategic thinking and leadership skills to drive digital marketing efforts across the business.

Reporting Structure: The Digital Marketing Lead reports directly to the Head of Marketing, Customer & Sales and works closely with various teams across the organization.

Work Arrangement: This role is offered on a hybrid basis, with a mix of remote and on-site work. The specific arrangement may be discussed during the interview process.

Growth Opportunities:

• Potential to progress to a permanent role or take on additional responsibilities
• Chance to work on high-impact projects and drive digital transformation
• Opportunity to gain experience in a large, multinational organization

ASSUMPTION: This role offers a unique opportunity to make a significant impact on Arriva Group's digital marketing strategy and customer engagement, with potential for long-term growth.

🌍 Location & Work Environment

Office Type: Arriva Group's UK headquarters is located in Sunderland, with additional offices in London and other major cities. The Thurmaston Base office is a regional hub for bus operations.

Office Location(s): Thurmaston Base, Leicester; Aintree Office, Liverpool; and other regional offices

Geographic Context:

• The UK offices are strategically located to support regional bus operations
• The hybrid work arrangement allows for flexibility and better work-life balance
• The company offers employee discounts on Arriva services, facilitating easy commuting

Work Schedule: The role follows a standard full-time work schedule, with flexibility to work remotely and on-site as needed. The specific work arrangement may be discussed during the interview process.

ASSUMPTION: The hybrid work arrangement offers a good balance between remote work and on-site collaboration, allowing employees to make the most of both environments.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screening with the HR team
• First-round interview with the hiring manager
• Second-round interview with key stakeholders
• Final interview with the Head of Marketing, Customer & Sales

Key Assessment Areas:

• Digital marketing expertise and strategic thinking
• Leadership skills and team management
• Stakeholder communication and collaboration
• Problem-solving and adaptability
• Cultural fit and alignment with Arriva Group's values

Application Tips:

• Tailor your resume and cover letter to highlight your digital marketing experience and achievements
• Prepare examples of your digital marketing campaigns and their outcomes
• Research Arriva Group's digital presence and identify areas for improvement or growth
• Be ready to discuss your approach to stakeholder management and team leadership

ATS Keywords: Digital Marketing, CRM Leadership, Multi-Channel Campaign Planning, Reporting, Data Interpretation, Stakeholder Management, Agency Management, Organizational Skills, Attention to Detail, Commercial Focus

ASSUMPTION: The interview process will focus on assessing the candidate's digital marketing expertise, leadership skills, and cultural fit, with a strong emphasis on strategic thinking and problem-solving.

🛠️ Tools & Technologies

• Google Analytics
• Hootsuite
• Adobe Creative Suite
• Microsoft Office Suite
• CRM platforms (e.g., Salesforce, Microsoft Dynamics, etc.)

ASSUMPTION: The specific tools and technologies used may vary depending on the candidate's background and the team's preferences, but a strong foundation in digital marketing tools is essential for success in this role.

👔 Cultural Fit Considerations

Company Values:

• Customer first
• Safety
• Reliability
• Integrity
• Respect
• Excellence

Work Style:

• Collaborative and team-oriented
• Adaptable and responsive to change
• Focused on continuous improvement
• Committed to delivering high-quality customer experiences

Self-Assessment Questions:

• How do you demonstrate Arriva Group's core values in your daily work?
• Can you provide an example of a time when you had to adapt to significant changes in a digital marketing campaign?
• How do you approach stakeholder management and collaboration in a multi-channel marketing environment?

ASSUMPTION: Arriva Group values candidates who align with their core values and can thrive in a collaborative, customer-focused work environment.

⚠️ Potential Challenges

• Managing multiple digital channels and campaigns simultaneously
• Adapting to changes in the transport industry and customer behavior
• Balancing remote work and on-site collaboration effectively
• Managing digital budgets and ensuring financial accountability
• Communicating complex digital concepts to non-technical stakeholders

ASSUMPTION: These challenges can be overcome with strong organizational skills, adaptability, and a customer-first mindset.

📈 Similar Roles Comparison

• Compared to other digital marketing leadership roles, this position offers a unique opportunity to drive digital transformation in a large, multinational organization
• Arriva Group's diverse service offerings provide a broader range of digital marketing challenges and opportunities compared to more specialized companies
• This role offers the potential for career growth and progression within the transport industry

ASSUMPTION: Candidates should consider the unique aspects of this role and how it aligns with their career goals and interests within the transport industry.

📝 Sample Projects

• Developing and executing a multi-channel marketing campaign to promote a new bus route
• Optimizing PPC and display activity to improve click-through rates and conversions
• Managing digital testing and development to enhance the customer booking experience

ASSUMPTION: These sample projects illustrate the strategic and hands-on nature of the role, requiring a strong foundation in digital marketing and a customer-first mindset.

❓ Key Questions to Ask During Interview

• How does this role fit into the overall digital marketing strategy for Arriva Group?
• What are the key priorities for the first 90 days in this role?
• How does the company support the professional development of its digital marketing team?
• What are the most significant challenges facing the digital marketing team currently, and how can this role address them?
• How does the company approach work-life balance and employee well-being?

ASSUMPTION: These questions will help candidates better understand the role's priorities, the company's digital marketing strategy, and the work environment.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your digital marketing experience and achievements
• Prepare examples of your digital marketing campaigns and their outcomes
• Research Arriva Group's digital presence and identify areas for improvement or growth
• Follow up with the HR team one week after submitting your application to confirm receipt and express your interest in the role

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.