Digital Marketing Manager

📌 Core Information

🔹 Job Title: Digital Marketing Manager

🔹 Company: Totara Learning Solutions

🔹 Location: London, United Kingdom

🔹 Job Type: Full-Time, Remote

🔹 Category: Marketing

🔹 Date Posted: May 2, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: Remote OK

🚀 Job Overview

Key aspects of this role include:

• Managing multi-channel digital marketing campaigns to support lead generation
• Collaborating with leadership, Sales, and Community teams to align marketing strategies with business objectives
• Launching and managing marketing campaigns across various digital platforms
• Optimizing Totara’s global website and managing conversion tracking
• Analyzing campaign performance and providing data-driven recommendations

ASSUMPTION: This role requires a balance of strategic thinking and hands-on execution, with a focus on driving pipeline growth through digital marketing efforts.

📋 Key Responsibilities

✅ Manage multi-channel digital marketing campaigns to support lead generation, including media buying, A/B testing, and optimization

✅ Collaborate with leadership, Sales, and Community teams to align marketing strategies with business objectives to support Totara’s global partner network and the US Public Sector direct sales channel

✅ Launch and manage marketing campaigns across digital advertising, social media, email, content marketing, events, and webinars

✅ Create and manage landing pages hosted in HubSpot using best practices to increase conversion rate

✅ Serve as the liaison between Totara and 3rd party industry partnerships & analysts to help drive webinar registration, content lead generation, and community signups

✅ Help manage Totara’s global website including CMS updates, bug reporting, SEO optimization, and conversion rate optimization

✅ Provide recommendations for targeted demand generation campaigns to drive partner and US Public Sector pipeline growth

✅ Track campaign performance, key metrics, and ROI across channels such as paid media, Google Analytics, SEMrush, and Hubspot

✅ Partner with the Sales Team to optimize conversion rates throughout the sales funnel, from lead to MQL, SQL, opportunity, and close

✅ Work with Marketing Operations to optimize strategies to enhance lead qualification processes and increase the efficiency of pipeline progression

✅ Manage and setup conversion tracking using Google Analytics and Google Tag Manager

ASSUMPTION: This role requires a strong understanding of digital marketing channels, tools, and best practices to drive successful campaigns and optimize performance.

🎯 Required Qualifications

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

Experience: 4-6 years of proven experience creating & optimizing digital marketing campaigns in Google Ads and LinkedIn to drive pipeline growth

Required Skills:

• Digital media buying experience including paid social and targeted Google Ads
• WordPress experience
• HubSpot experience
• SEO experience
• Google Tag Manager and Google Analytics experience
• Data analysis using various platforms
• Strong project management skills
• Enjoys working with cross-functional global teams

Preferred Skills:

• Understanding of the HR industry, specifically Talent and L&D

ASSUMPTION: Candidates with experience in the HR industry or L&D may have a better understanding of Totara’s target audience and products.

💰 Compensation & Benefits

Salary Range: £45,000 - £60,000 per year (Based on industry standards for a Digital Marketing Manager with 4-6 years of experience in the UK)

Benefits:

• Enhanced Parental Leave
• Private Healthcare
• Professional Development Opportunities
• Annual Wellbeing Allowance
• New Joiner Home Working Set-Up Allowance
• Additional Paid Leave: Birthday off, Working days between Christmas and New Years Eve

Working Hours: Full-time, typically 40 hours per week with flexibility for remote work

ASSUMPTION: The salary range provided is an estimate based on industry standards for a Digital Marketing Manager with the required experience level in the UK. Actual compensation may vary based on individual qualifications and Totara’s internal compensation structure.

📌 Applicant Insights

🔍 Company Context

Industry: Totara Learning Solutions operates in the Software Development industry, specifically focusing on Learning Management Systems (LMS) and e-learning solutions.

Company Size: Totara has 51-200 employees, which means applicants can expect a mid-sized company culture with opportunities for collaboration and growth.

Founded: Totara was founded in 2010, making it an established player in the LMS market with a decade of experience.

Company Description:

• Totara is a fully customizable LMS that enhances compliance rates, optimizes training effectiveness, and boosts staff retention at scale.
• The platform offers streamlined onboarding and personalized learning experiences, empowering L&D teams to reduce costs and improve efficiency.
• Totara serves mid-sized to enterprise organizations (Totara Learn) and FedRAMP secure government agencies (TotaraGov).

Company Specialties:

• Learning Management Systems
• e-learning
• open source technology
• social learning
• eLearning
• LMS
• technology enhanced learning
• blended learning
• Talent Experience
• Employee engagement
• HR Tech
• Elearning
• performance management
• LXP
• extended enterprise
• employee training
• mobile learning
• upskilling
• and onboarding

Company Website: http://www.totara.com

ASSUMPTION: Totara’s focus on customization, scalability, and user experience sets it apart in the LMS market, making it an attractive employer for digital marketing professionals.

📊 Role Analysis

Career Level: This role is suitable for an experienced Digital Marketing Manager looking to apply their skills in a global, mid-sized organization.

Reporting Structure: The Digital Marketing Manager will report directly to the Global Head of Marketing and collaborate with various teams, including Sales and Community.

Work Arrangement: This role is remote-friendly, with flexible working hours and the option to work from home.

Growth Opportunities:

• Expanding Totara’s global presence and partner network
• Developing and implementing innovative marketing strategies
• Potential career progression into leadership roles within the marketing department

ASSUMPTION: This role offers opportunities for professional growth and development, as Totara continues to expand its global footprint and enhance its product offerings.

🌍 Location & Work Environment

Office Type: Totara has offices in London, Wellington, and Santa Clara, but this role can be performed remotely.

Office Location(s): 2 Minster Court, London, England EC3R 7BB, GB; 186 Willis St, Level 2, Te Aro, Wellington 6011, NZ; 122 Saratoga Ave, Suite 100, Santa Clara, California 95051, US

Geographic Context:

• London, England: Totara’s headquarters is located in the heart of London’s financial district, offering easy access to public transportation and various amenities.
• Wellington, New Zealand: Totara’s office in Wellington is situated in the central business district, with nearby cafes, shops, and parks.
• Santa Clara, California, US: Totara’s US office is located in the Silicon Valley area, close to numerous tech companies and venture capital firms.

Work Schedule: Full-time, typically 40 hours per week with flexibility for remote work

ASSUMPTION: Totara’s global presence and remote-friendly work environment allow for a diverse and inclusive team, with opportunities for collaboration and learning from colleagues around the world.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screen with the HR team
• Technical assessment or case study
• Final interview with the Global Head of Marketing

Key Assessment Areas:

• Digital marketing expertise and campaign management skills
• Data analysis and reporting capabilities
• Cross-functional collaboration and communication skills
• Cultural fit and alignment with Totara’s values

Application Tips:

• Highlight relevant digital marketing experience and achievements in your resume
• Tailor your cover letter to demonstrate your understanding of Totara’s products and target audience
• Prepare for the technical assessment or case study by reviewing Totara’s website and familiarizing yourself with their products and services
• Research Totara’s company culture and values to ensure a strong cultural fit

ATS Keywords: Digital Marketing, PPC, SEO, Google Ads, LinkedIn, WordPress, HubSpot, Google Analytics, Data Analysis, Project Management, Cross-Functional Collaboration

ASSUMPTION: Totara’s application process is designed to assess candidates’ technical skills and cultural fit, with a focus on finding the best fit for the organization’s needs.

🛠️ Tools & Technologies

• Google Ads
• LinkedIn Ads
• HubSpot
• WordPress
• Google Analytics
• Google Tag Manager
• SEMrush

ASSUMPTION: Candidates should have experience with the listed tools and technologies, as they are essential for success in this role.

👔 Cultural Fit Considerations

Company Values:

• Customer-centric
• Innovative
• Collaborative
• Agile
• Accountable

Work Style:

• Results-driven
• Data-informed
• Adaptable
• Team-oriented
• Proactive

Self-Assessment Questions:

• How do you stay up-to-date with the latest digital marketing trends and best practices?
• Can you provide an example of a successful cross-functional collaboration project you’ve worked on?
• How do you approach A/B testing and optimization to improve campaign performance?

ASSUMPTION: Totara values candidates who align with their company values and work style, as well as those who can demonstrate a strong commitment to professional development and continuous learning.

⚠️ Potential Challenges

• Managing multiple digital marketing campaigns simultaneously, requiring strong organizational skills and time management
• Collaborating with global teams across different time zones, which may require flexibility and adaptability
• Keeping up with the latest digital marketing trends and best practices, as the industry is constantly evolving
• Balancing strategic thinking with hands-on execution, which may require a broad range of skills and expertise

ASSUMPTION: These challenges can be overcome by a motivated and experienced Digital Marketing Manager with strong problem-solving skills and a commitment to continuous learning.

📈 Similar Roles Comparison

• Unlike other digital marketing roles, this position focuses on driving pipeline growth for a global partner network and the US Public Sector direct sales channel
• Totara’s focus on customization and scalability sets it apart in the LMS market, offering unique opportunities for digital marketing professionals
• Career progression in this role may lead to leadership positions within the marketing department or other areas of the organization

ASSUMPTION: This role offers unique opportunities and challenges compared to other digital marketing positions, with a focus on driving pipeline growth and supporting Totara’s global expansion.

📝 Sample Projects

• Developing and executing a targeted PPC campaign to drive lead generation for Totara’s global partner network
• Optimizing Totara’s global website for SEO to improve organic search rankings and drive traffic
• Collaborating with the Sales Team to optimize conversion rates throughout the sales funnel, from lead to close

ASSUMPTION: These sample projects illustrate the range of responsibilities and opportunities for the Digital Marketing Manager, focusing on driving pipeline growth and optimizing performance across various digital marketing channels.

❓ Key Questions to Ask During Interview

• How does Totara support the professional development and growth of its marketing team members?
• Can you describe the structure and dynamics of the global marketing team, and how this role fits within it?
• How does Totara measure the success of its digital marketing campaigns, and what key performance indicators (KPIs) are most important?
• What are the biggest challenges facing Totara’s marketing department in the next 12-24 months, and how can this role help address them?
• How does Totara approach cross-functional collaboration and communication, and what tools or processes are in place to facilitate this?

ASSUMPTION: These interview questions are designed to provide insight into Totara’s company culture, marketing strategy, and the specific requirements of this role, allowing candidates to assess their fit and potential for success.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume to highlight your relevant digital marketing experience and achievements
• Write a cover letter that demonstrates your understanding of Totara’s products and target audience, and explains why you are a strong fit for this role
• Prepare for the technical assessment or case study by reviewing Totara’s website and familiarizing yourself with their products and services
• Follow up with Totara one week after submitting your application to inquire about the status of your application

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