Overview
GF Smith brings the feel-good power of paper to the world’s creatives. Based in our home in Hull, and operating across the globe, we source, curate and supply extraordinary papers to an international community of designers, craftspeople, printers, converters, artists and brands.
We’ve spent more than a century looking to the future, and are proud of both our history and innovation. We are the creators and owners of the Colorplan brand – the industry benchmark in coloured paper – and remain committed to opening up new possibilities for creativity through colour.
As we move into an exciting new chapter following our rebrand in January 2025, we are looking for a highly energised and experienced digital marketing professional to take on the essential challenge of translating the tactile joy of paper into the digital world.
Reporting to our Global Brand Director, the position will play a major role in influencing the strategic direction of the business. A hybrid role, with a requirement for working out of our Hull office, this role is a fine balance of strategy, creativity and commercial instinct. We’d expect you to be a digital marketing specialist with experience of building multi-channel marketing strategies in a high-achieving environment.
You'll be working alongside our external brand partners, while constantly inspiring the 150-strong GF Smith team and strengthening our reputation with the creative community all over the world who look to us for inspiration.
We are offering a highly competitive salary and full benefits.
The following details pertain to the role.
Position details
POSITION TITLE: Head of Digital Marketing
LOCATION: Hull (with hybrid working options)
DEPARTMENT: Creative
HOURS: Full-time – 37.5 hrs, Monday to Friday
REPORTS TO: Global Brand Director
DIRECT REPORTS: Brand Communications Lead
Purpose of the role
The Head of Digital Marketing leads a fully integrated and culturally embedded social media and digital marketing approach, working collaboratively to inspire, challenge, and drive creativity across our business. The role will be responsible for top line strategy that touches multiple channels, including Instagram, LinkedIn, TikTok, the GF Smith website, eCommerce development and EDM.
Reporting to the Global Brand Director, you will work alongside the Head of Creative and Head of Brand Projects to deliver exceptional creative work, leading, delivering and being responsible for all digital marketing projects. You will help to develop and implement strategic digital marketing plans and deliver them with the team, working collaboratively across the business to ensure your colleagues have everything they need to achieve their potential, including accurate and timely reporting, clear KPIs, training and support.
Thinking strategically and working at pace, you will be responsible for the development and deployment of digital marketing campaigns, inline with the marketing and brand strategy, as well as monitoring, measuring and analysing the effectiveness of our digital marketing initiatives.
Key responsibilities
The full range of your annual objectives will be agreed but responsibilities include:
* Act as a custodian and guardian of the GF Smith brand portfolio, guiding how the GF Smith brand is seen across digital platforms
* Create, develop, implement and drive a multi-channel digital marketing strategy across digital channels and social media
* Ensure a consistent, high-quality, innovative approach to marketing GF Smith both in the UK and internationally, enhancing how we are viewed digitally across the world
* Plan, concept, develop and deliver content for social and digital channels, adapting strategy accordingly
* Work across the business to help develop and shape our e-commerce marketing strategy
* Alongside the Head of Creative and Head of Brand Projects, work with our agency partners to help drive digital traffic and ensure all new and innovative digital avenues are explored
* Work closely and be the day-to-day contact for our digital agency
* Set targets and KPIs to increase brand awareness and customer engagement
* Test and optimise marketing tactics for customer acquisition alongside conversion rates for optimisation
* Monitor, track, analyse and report on performance;
* Undertake audience research
* Identify industry trends and insights
* Maintain/provide a high level of competition awareness
* Work collaboratively as part of the wider management team within GF Smith to identify brand and marketing requirements across the business, including internal communications
Leadership responsibilities
* Develop effective relationships with your team
* Actively engage with and drive forward all relevant aspects of the People, Paper and Planet strategy.
* Work with your team to inspire, set and monitor targets for your area in line with our overall social and environmental aspirations.
* Identify and lead continuous improvement projects.
* Undertake any other duties within the remit of the role as required and requested by the Leadership Team.
Qualities and qualifications
This role is ideally suited to a skilled and qualified digital marketeer or social media marketeer who has a love for developing and implementing digital strategy.
We are looking for someone who is:
* A self starter
* Enthusiastic
* A team player and great with people
* Has a passion for the creative community and creativity in general
* Keenly keeping an eye on trends and what is happening in the world of branding in general
* Able to get stuck in
* Confident
You’ll also have:
* The ability to think strategically and identify new opportunities
* Experience of writing and delivering strategic plans
* A commercially focused mentality
* An energetic and proactive approach to collaborative working, encouraging a ‘what more can I do?’ ethos
* Great communication skills, the ability to build strong working relationships and manage stakeholders effectively
* Proactive interest in the wider working of the company beyond your immediate area of responsibility; a natural affinity with our vision and values
* A marketing degree or similar marketing/creative qualification/or a minimum of 5-10 years commercial experience in-house/agency side/ freelance
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