Digital Marketing Manager

Role Overview

You will lead the strategy and execution of digital marketing initiatives across international markets, aligning with both global marketing priorities and local market needs. This role will drive digital growth through our Shopify-integrated patient platform, professional business portal and distributor-managed activities. You'll ensure our digital presence resonates across B2B and B2C channels, driving traffic, conversion and engagement across all segments, while supporting regional execution teams and building scalable digital best practices.

Key Responsibilities

1. International Digital Strategy & Execution

• Support the Head of International Marketing in shaping and executing digital strategies tailored to international markets.
• Guide and empower distributor and clinic partners in the local execution of campaigns, tools and digital frameworks.
• Balance brand consistency with localised content, targeting and offers.
• Collaborate with the North American marketing team to ensure a unified global approach.

2. Website & Platform Ownership

• Oversee digital initiatives across our consumer (Shopify) and professional platforms, ensuring optimisation and local relevance.
• Coordinate technical updates and content localisation with developers and regional teams.

3. Paid Media, SEO & SEM

• Plan and manage paid digital activity across regions in collaboration with our agency, using data to inform spend and optimise results.
• Own SEO performance through content and technical improvements.
• Monitor and refine SEM strategy based on market maturity and channel mix.

4. Content & Social Ownership

• Lead international organic social media execution in support of the Global Comms & PR Manager, aligning with the global calendar while adapting for regional needs.
• Own and execute the international email marketing strategy, including content planning, execution and performance tracking for both B2B and B2C audiences.
• Work with creative teams to tailor messaging for clinics, patients, and distributors, ensuring a seamless and effective approach across social and email channels.

5. Analytics & Reporting

• Build clear reporting frameworks across web, email, paid media and organic channels.
• Analyse performance to demonstrate ROI and ensure digital efforts align with business objectives, supporting both short- and long-term growth.
• Upskill markets in data interpretation and marketing maturity.

6. Collaboration & Support

• Partner with regional marketers, creative, tech and brand teams to align plans and support seamless execution.
• Deliver toolkits, onboarding and training to increase digital capability in international teams.

7. Continuous Optimisation

• Identify and scale top-performing campaigns and approaches across regions.
• Lead process improvements and localisation efficiency to maximise return on effort and investment.