Digital Marketing Specialist

Create demand. Sharpen our position. Build one joined-up digital experience.

Growth & Marketing Permanent

Location 80% Office Based – Nottingham City Centre OR London (Soho)

Reporting to James Finnegan

Team Lead Position No

Benefits Private Medical

Primary focus Inbound demand generation

Collaboration Sales, partners and SMEs

Why this role exists

We are looking for a commercially minded, hands‑on Digital Marketing Specialist to make 5Y easier to discover, understand and choose. The role is fundamentally accountable for generating qualified inbound demand, while supporting the outbound team with the campaigns, content, insight and digital touchpoints they need to engage priority accounts effectively.

You will shape a joined-up digital experience across our website, search, social, email, campaigns, events and partner channels. Every interaction should communicate a clear and differentiated view of 5Y, reflect our brand identity and help prospects move confidently from first impression to sales conversation.

This is not a role for someone who simply runs a campaign calendar. We need a curious, dynamic individual who takes a genuine personal interest in our market, stays close to how enterprise data, analytics, AI and Microsoft‑led transformation are evolving, and turns that understanding into relevant, timely and commercially useful marketing.

Outcomes

The outcomes we expect

01

Build a predictable flow of relevant inbound leads and improve progression from anonymous visitor to qualified sales conversation.

02

Present one 5Y experience

Connect website, content, social, email, paid activity, events, partner journeys and sales follow‑up so the prospect experience feels coherent.

03

Maintain a current understanding of competitors, market narratives and buyer needs, then translate it into a clear and defensible digital position.

04

Enable outbound and partners

Give sales and partner teams digital campaigns, account content, co‑marketing assets and insight that help them create and progress opportunities.

05

Raise the standard continually

Track platform, channel, search and content best practice, test new approaches and update our methods rather than relying on a fixed playbook.

Your ownership

Key responsibilities

1. Inbound demand generation

• Develop and execute an always‑on digital demand plan aligned to priority sectors, propositions, buyer problems and commercial objectives.
• Build integrated campaigns across organic search, paid search, paid social, email, content, webinars and other relevant channels.
• Create and optimise landing pages, forms, calls to action, downloadable assets and conversion pathways.
• Work with Sales to define lead stages, qualification criteria, hand‑off expectations and feedback loops.
• Balance lead volume with lead quality, buying intent and realistic contribution to pipeline.

2. Joined‑up digital experience

• Own the quality, consistency and effectiveness of the end‑to‑end digital customer journey.
• Ensure website, LinkedIn, email, campaign, event and partner experiences use consistent propositions, proof points, calls to action and brand language.
• Map priority journeys by audience and buying stage, identify friction or gaps, and implement improvements.
• Maintain current service, product, sector, case study and campaign pages, with clear routes into relevant next steps.
• Protect accessibility, page performance, mobile usability, data quality, consent and tracking standards.

3. Market, customer and competitive intelligence

• Maintain a live picture of our competitive landscape, including direct competitors, adjacent consultancies, platform providers and emerging alternatives.
• Monitor competitor positioning, proposition changes, campaigns, content themes, search visibility, channel activity and customer proof.
• Build a practical view of what different buyer groups care about, which messages are becoming overused and where 5Y can credibly stand apart.
• Convert insight into recommendations for campaign themes, website messaging, content priorities, sales enablement and proposition refinement.
• Create concise, regularly refreshed competitor and market updates for relevant internal teams.

4. Sector relevance and thought leadership

• Develop a genuine working knowledge of 5Y's sector: enterprise data, analytics, AI, Microsoft technologies, digital transformation and productised delivery.
• Follow customer priorities, technology developments, regulatory themes and market conversations that influence our buyers.
• Work with subject matter experts to turn technical experience, delivery insight and customer outcomes into credible, useful content.
• Create an editorial plan that includes sector perspectives, practical guidance, case studies, product stories, point‑of‑view content and campaign assets.
• Repurpose strong ideas across website, social, email, sales and partner channels without creating disconnected versions of the same story.

5. Outbound sales support

• Support the outbound team where required, while retaining clear accountability for inbound demand generation.
• Create account‑ and sector‑relevant digital air cover for priority outbound activity, including audience pages, campaign sequences, social content, proof points and follow‑up assets.
• Provide campaign and engagement insight that helps Sales understand which accounts, contacts and themes are showing interest.
• Equip Sales with current, approved digital content that supports prospecting and progression without diluting the 5Y brand or proposition.
• Use Sales feedback to improve audience targeting, campaign messages and conversion routes.

6. Partner channel marketing

• Support partners with a professional, consistent digital experience that makes the joint proposition easy to understand and promote.
• Plan and execute co‑marketing activity such as joint campaigns, webinars, landing pages, announcements, content and lead‑generation programmes.
• Create partner‑ready digital toolkits with approved messaging, visual assets, proof points, calls to action and usage guidance.
• Ensure partner‑created or co‑branded activity follows 5Y brand rules and presents a joined‑up experience for shared audiences.
• Track partner marketing activity, engagement, leads and follow‑up so that activity translates into measurable commercial value.

7. Website, search and conversion optimisation

• Own day‑to‑day website quality and work with internal stakeholders or agencies on enhancements.
• Lead technical, on‑page and content SEO, including structured keyword research, search intent, content gaps and internal linking.
• Monitor how search behaviour and AI‑assisted discovery are changing, and adapt content and technical practices where evidence supports it.
• Analyse visitor behaviour and conversion performance, then run a disciplined programme of tests and improvements.
• Maintain accurate tracking through Google Analytics 4, Google Tag Manager, Search Console and relevant CRM or automation platforms.

8. Paid media, automation and nurture

• Manage relevant paid search and paid social activity, with clear audience, offer, conversion and measurement logic.
• Build segmentation, nurture and re‑engagement journeys that reflect buyer interest and stage rather than generic email schedules.
• Optimise spend against qualified demand, cost, conversion and pipeline contribution, not impressions alone.
• Maintain clean campaign structures, naming conventions, tracking, consent and CRM data flows.
• Use automation thoughtfully to improve relevance and speed while keeping communications human and brand appropriate.

9. Brand stewardship and best practice

• Apply the 5Y brand identity consistently across all digital touchpoints, using approved typography, colour, logo, imagery and tone‑of‑voice rules.
• Act as a practical brand guardian for digital output produced internally, by agencies and through partners.
• Keep a current view of digital marketing best practice, platform changes, search developments, privacy expectations and emerging formats.
• Review ways of working regularly, document useful standards and improve the team's playbooks, templates and quality controls.
• Be prepared to challenge activity that is off‑brand, poorly targeted, difficult to measure or unlikely to add commercial value.

10. Measurement, insight and planning

• Maintain a clear measurement framework connecting activity, engagement, leads, pipeline and learning.
• Produce concise monthly reporting with commentary on performance, causes, commercial implications and recommended action.
• Establish campaign baselines and targets in collaboration with leadership, based on budget, market opportunity and available historic data.
• Test, learn and reallocate effort quickly when evidence shows an approach is or is not working.
• Maintain a prioritised marketing roadmap, campaign calendar and clear ownership of actions.

How we measure

Measures of success

Targets will be agreed against budget, market opportunity and the available baseline. The role will be assessed across a balanced set of measures, not lead volume in isolation.

Measure Area

Examples of evidence

Qualified demand Inbound MQLs and accepted sales leads; conversion to opportunity; marketing‑sourced and marketing‑influenced pipeline.

Digital journey Relevant traffic, engagement, conversion rates, landing‑page performance, form completion and journey drop‑off.

Search and discoverability Priority search visibility, qualified organic traffic, content performance and share of relevant digital conversation.

Outbound enablement Priority campaigns supported, engagement from target accounts, content use by Sales and progression signals.

Partner channel Co‑marketing activity delivered, partner engagement, leads generated and follow‑through into pipeline.

Position and brand Consistency of digital experience, current competitor insight, message differentiation and compliance with brand standards.

Commercial efficiency Cost per qualified lead, campaign return, paid‑media efficiency and evidenced reallocation of spend or effort.

Continuous improvement Quality and pace of testing, lessons applied, standards refreshed and demonstrable improvements to ways of working.

About you

The person we are looking for

The person we are looking for

You will be energetic, self‑directed and commercially curious. You will care about the quality of the work, the relevance of the message and whether marketing activity produces a meaningful business outcome. You will be comfortable moving between strategy, analysis and hands‑on delivery, and you will take personal responsibility for staying current in our sector and in your discipline.

4-6 years of hands‑on digital marketing experience in a B2B environment. Experience in enterprise data, analytics, AI, Microsoft, SaaS or digital transformation.

Evidence of generating and progressing qualified inbound demand. Experience of partner, alliance or channel marketing.

Strong website, SEO, content, conversion and campaign management capability. Google Analytics 4, Google Tag Manager, Search Console and LinkedIn Campaign Manager.

Experience supporting Sales through coordinated digital activity and useful enablement. Google Ads and SEO tools such as SEMrush, Ahrefs or Screaming Frog.

Competitor analysis and the ability to translate market insight into action. Microsoft Dynamics 365, HubSpot, Power BI or Looker Studio.

Experience with analytics, tagging, CRM and marketing automation. Basic HTML/CSS and confidence working with web agencies or developers.

Strong writing, editing, briefing and stakeholder‑management skills. Relevant CIM, IDM, Google, HubSpot or platform certifications.

A test‑and‑learn mindset, commercial judgement and high personal ownership.

Year one

Success in the first 12 months

A clear inbound demand plan is operating against agreed priority audiences, propositions and commercial goals.

The website and key digital journeys present a coherent, differentiated and brand‑consistent 5Y experience.

Lead capture, qualification, nurture, sales hand‑off and reporting are defined and working in practice.

A current competitor and market‑intelligence rhythm is informing content, campaigns and proposition decisions.

Sales receives useful digital support for priority outbound activity and can see engagement signals from target audiences.

Partners have a controlled, brand‑aligned approach for co‑marketing and digital lead generation.

SEO, content, paid media and conversion activity are managed through an evidence‑led improvement programme.

Leadership has clear reporting on marketing performance, commercial contribution, learning and recommended action.

Digital marketing standards and playbooks are being refreshed as channels, technology and best practice evolve.

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