Digital and Social Media Marketing Manager

Role Objective

The primary objective of the Digital and Social Media Marketing Manager’s role is to lead Coillte’s online and social media content and engagement strategy which supports the organisation’s overall strategy and goals. A key focus will be on increasing brand awareness through the effective use of the Coillte website, digital and social media channels.  

Duties will include analysing engagement data, identifying trends in stakeholder interactions and planning digital campaigns to build Coillte’s online community. 

To achieve these objectives, you will work as part of the Communications team and with the wider teams across the Coillte group to create content and manage Coillte’s messaging and digital engagement strategy across its owned channels, including the company website www.coillte.ie.  

Responsibilities

The Digital and Social Media Marketing Manager will be responsible for consistently driving and measuring the organisation’s digital audience engagement.

You will work to ensure audience facing digital engagement is provided to meet the organisations requirements. 

You will;

• Manage and co-ordinate all activity across the Coillte website and social media platforms  
• Monitor and report on the site and channel traffic and behaviour of site users in relation to content. 
• Monitor and evaluate the external environment & developments in online content, making relevant recommendations to the organisation in relation to its online presence in light of new developments.  

This role, reporting to the Head of Group Communications, will support the Group Communications Director and the wider Communications team in their purpose of protecting and enhancing Coillte’s reputation and supporting the delivery of Coillte’s strategic plan.

Content and Channel Management

• Develop and implement a comprehensive content strategy that aligns with Coillte’s brand goals.
• Oversee the creation, curation, and management of engaging content across various digital platforms and owned channels.
• Collaborate with cross-functional teams to ensure content consistency and quality.
• Grow Coillte’s audience online and a greater understanding of its strategy to manage its forests for climate, nature, wood and people.
• Liaise with other departments on their digital content needs and assess priorities accordingly.
• Assist with the planning of new content in conjunction with internal stakeholders.  
• Ensure consistency of tone and style in the organisation’s online presence.  

Social Media Engagement

• Design and execute innovative social media campaigns to increase brand awareness and engagement across Coillte’s platforms including Meta (Instagram, Facebook), X (formerly Twitter) and LinkedIn.
• Monitor, analyse, and report on social media performance metrics to optimise future strategies.
• Foster community engagement by developing an engagement strategy for Coillte’s channels ensuring all comments, messages, and enquiries are dealt with in a timely manner. 
• Develop and implement a crisis management strategy for addressing reputational risks on social media platforms.

Website management

• Oversee the redevelopment of the Coillte website to enhance user experience and functionality.
• Manage external vendors in relation to the redevelopment, redesign and running of the website and according to procurement processes.  
• Manage third party tools associated with audience engagement and social media.  
• Define content standards for Coillte’s online presence, including an official Online Style Guide.  
• Ensure the website reflects Coillte’s brand identity and meets user needs.
• Manage all web content and web contributions for Coillte’s online presence. 
• Implement SEO best practices to improve website visibility and traffic.
• Work closely with other departments as required to help them produce and maintain their online content.  

Analytics and Reporting:

• Utilise analytics tools to track and report on digital marketing performance.
• Provide insights and recommendations based on data analysis to inform future strategies.

Behavioural Competencies

A role model for living the Coillte values and creating the environment for those on the team to do the same.

• Experienced Digital Communicator: Excellent verbal, written and presentation skills and ability to take complex technical information and make it engaging, clear, accessible and interesting to non-specialists. Creative cross-channel content creator and communicator, adept at innovative profile building and story-telling.
• Trustworthy: Credible with sound judgment ability to manage change and ambiguity
• Strategic thinker with proven track record in delivering strategic digital communications in a complex business and stakeholder environment.
• Drive and Determination: Passionate, resourceful and resilient and able to work on own initiative and through obstacles and set-backs.
• Collaboration and Teamwork: Possesses excellent interpersonal and networking skills and has the capacity to build effective relationships within Coillte and externally.
• Decision Making: Ability to make sound judgements and demonstrate balance in complex decision making situations.
• Multi-Tasking and Organisation: A highly organised individual that can effectively manage a complex workload and deliver high-quality work in a timely manner.

Technical/Professional Competencies

• Experienced with minimum of 5+ years actively managing digital marketing and social media engagement including online content creation and campaign management for a high profile brand either in-house or in a digital marketing agency.
• Proven expertise in crafting high-quality digital content, including writing, editing, and producing engaging articles, blog posts, social media updates, videos, and graphics, tailored to specific audiences.
• Demonstrated experience in developing and managing paid social media campaigns, including strategy, budgeting, targeting and performance analysis to optimise reach and ROI.
• Educated to degree level in Communications, Marketing, Advertising, Journalism, or a related field.
• Proven experience of creative and technical skills through a portfolio of work.  
• Knowledge of accessibility guidelines and an understanding of best practice in usability.  
• Strong understanding of how search engines work and optimising content for search engines. 
• Some knowledge of HTML, CSS and how websites operate at the back end. 
• Experience in directly editing and publishing online content using content management systems.  
• Experience in content creation for social media.  
• Highly skilled in MS Office applications. 
• Experience of Google Analytics, information architecture and user testing. 
• Experience with analytics tools and platforms for social media reporting and optimisation.
• Experience of multimedia content including video, photos etc. 
• Experience of data protection and privacy laws and best practice. 
• Experience of email newsletter creation.