Senior Executive, Digital Channels, Engagement & Performance

JOB DETAILS

The Senior Executive, Digital Channels, Engagement & Performance plays a central role in how Ibec reaches, engages and learns from audiences across its digital channels.

Working with the Head of Digital Strategy & Platforms and colleagues across Corporate Affairs the role contributes to the development and evolution of Ibec’s digital communications and engagement strategy and is critical to translating that strategy into effective delivery across channels, platforms, data and emerging technology.

The role leads the day-to-day digital engine for Corporate Affairs bringing together digital channel management, audience and performance insight, digital platforms, analytics and optimisation. It ensures that Ibec’s websites, social media, email communications and other digital environments are well managed, that digital performance is understood and actively improved, and that colleagues across Corporate Affairs have the digital capability and insight needed to engage audiences effectively.

The role provides strong delivery leadership across digital activity, setting priorities, directing work, coordinating contributors and maintaining standards across multiple teams, channels and priorities. It also helps ensure that the digital platforms, CRM-enabled activity, email communications, martech tools, data and workflows underpinning this activity are connected, effective and fit for purpose working closely with Marketing & Brand, External Affairs, Internal Communications & Engagement, Commercial, IT, vendors and other relevant teams across Ibec.

This is not an IT systems implementation role or a marketing strategy role. It requires a broad digital perspective, combining strong understanding of digital communications and engagement, channels, audience behaviour, analytics and optimisation with sufficient technical fluency to work effectively across platforms, CRM, email, martech, data and AI-enabled tools.

The closing date for applications will be 3pm on 30th November

ABOUT THE ROLE

Digital Strategy, Channels & Engagement

• Contribute to the development and evolution of the Corporate Affairs digital communications and engagement strategy bringing practical insight on channels, audiences, platforms, performance and emerging digital trends.
• Play a central role in implementing the digital strategy translating strategic priorities into clear channel, platform, performance and delivery plans.
• Lead the day-to-day management and effectiveness of digital channels used across Corporate Affairs including websites, social media, email communications, publishing environments and other owned digital channels.
• Ensure digital channels are used effectively to support the objectives of External Affairs, Marketing & Brand and Internal Communications & Engagement.
• Provide strategic and practical advice on how different digital channels can best support communication, engagement and organisational priorities.
• Monitor how audiences use and engage with Ibec’s digital channels and identify opportunities to improve reach, engagement, discoverability and user experience.
• Oversee website, email and digital publishing activity ensuring communications are accurate, accessible, timely and optimised for the relevant channel and audience behaviour.
• Support effective digital distribution of campaigns, initiatives, thought leadership, member communications and other priority activity.
• Maintain a strong understanding of changing audience behaviour, emerging channels and developments in digital communications and engagement and assess their implications for Ibec.
• Help ensure digital activity across the division is joined up, purposeful and aligned to wider organisational priorities.

• Lead day-to-day digital performance monitoring across websites, social media, email and other relevant digital channels and platforms.
• Use analytics and audience behaviour data to identify what is working, where performance can improve and where new opportunities are emerging.
• Translate digital data into clear, practical insight and recommendations for colleagues across Corporate Affairs.
• Provide shared digital performance insight to support External Affairs, Marketing & Brand and Internal Communications & Engagement in assessing the effectiveness of their activity.
• Analyse email performance, audience engagement and digital journeys to identify opportunities to improve relevance, timing, engagement and progression to relevant actions.
• Support Marketing & Brand with digital performance data relevant to engagement, lead generation and conversion while Marketing retains ownership of commercial marketing strategy, audience strategy and brand campaign objectives.
• Work with relevant teams to improve the use of CRM and audience data in digital communications including targeting, personalisation, automation and performance measurement.
• Monitor digital journeys and channel behaviour to identify opportunities to improve user experience, engagement and progression to relevant actions.
• Establish disciplined approaches to testing, learning and optimisation across digital channels, including web, social and email.
• Support the development of digital performance measures and baselines that enable stronger strategic and operational decision-making over time.
• Ensure analytics are used to inform action and improvement rather than simply reported retrospectively.

• Lead and coordinate day-to-day digital delivery across Corporate Affairs priorities ensuring work is sequenced effectively and dependencies between channels, content, platforms and teams are understood.
• Set clear priorities and provide direction across digital activity including where delivery relies on colleagues, external partners or specialist resources.
• Direct work across contributors and stakeholders to ensure responsibilities, timelines and quality expectations are clear.
• Maintain strong standards across digital publishing, email communications, accessibility, channel management, measurement and performance.
• Establish effective working practices that support pace, quality and accountability without creating unnecessary process.
• Manage digital workflows and handovers between Digital, External Affairs, Marketing & Brand, Internal Communications & Engagement and other relevant teams.
• Identify and address delivery risks, performance issues, workflow bottlenecks and capacity constraints.
• Work closely with IT on technical infrastructure, systems, security and governance where these affect digital communications and engagement.
• Work with Marketing, Commercial and relevant teams on the effective use of CRM and martech for audience engagement while respecting ownership of customer strategy, commercial objectives and relationship management elsewhere in the organisation.
• Work with external vendors and platform providers where required translating communication, engagement and audience needs into clear digital requirements and directing delivery against agreed outcomes.
• Contribute to building stronger digital capability across the function and wider division over time.

• Identify and implement practical uses of AI that improve digital communication, engagement, performance, insight and efficiency.
• Support responsible adoption of AI-enabled tools and workflows across Corporate Affairs in areas such as content production, publishing, email, search and discoverability, audience insight, analytics and optimisation.
• Monitor how AI is changing online discovery, search behaviour, content consumption and audience engagement and advise on implications for Ibec’s digital approach.
• Identify opportunities to improve how digital channels, CRM, email, platforms, data and martech work together.
• Test and evaluate emerging digital tools, formats and approaches and recommend where they could add value.
• Contribute to continuous improvement of digital experiences, workflows and performance.
• Help build stronger digital capability across Corporate Affairs by sharing insight, good practice and practical guidance.
• Support the development of scalable digital approaches that improve quality, consistency and effectiveness over time.

ABOUT YOU

Qualifications

• Significant experience in digital communications and engagement, digital channel management, digital performance, audience development or a related role within a complex, communications-led, marketing-led or audience-facing environment.
• Demonstrable experience contributing to digital communications and engagement strategy and translating strategy into effective delivery across channels, platforms and teams.
• Demonstrated experience leading digital delivery, directing work and coordinating multiple contributors, stakeholders or specialist resources.
• Strong experience across digital channels including web, social media and email communications.
• Strong experience using digital analytics and performance data to inform decisions, improve activity and optimise outcomes.
• Experience interpreting audience behaviour and digital engagement data and translating that insight into practical recommendations.
• Experience working with CRM or CRM-enabled platforms to support audience engagement, targeting, personalisation, automation or performance measurement.
• Good understanding of email communications strategy and performance, including segmentation, engagement metrics, testing and optimisation.
• Experience working with digital platforms, content management systems and publishing environments without necessarily being a technical systems specialist.
• Good understanding of martech, automation, CRM-enabled activity and digital lead-generation environments, including how these capabilities support marketing and engagement.
• Experience working across communications, marketing, digital, commercial and technology teams in a complex organisation.
• Practical experience of AI-enabled tools and emerging digital technologies relevant to communications, engagement, analytics or digital delivery.
• A relevant third-level qualification in digital media, communications, marketing, data, technology or a related discipline is desirable, or equivalent professional experience.

• Ability to contribute meaningfully to digital communications and engagement strategy and translate strategic direction into practical delivery.
• Strong delivery leadership, with the ability to set priorities, direct work and maintain accountability across multiple contributors and workstreams.
• Strong understanding of digital communications and engagement across web, social media, email and emerging channels.
• Strong understanding of audience behaviour and how different digital channels contribute to communication and engagement objectives.
• Ability to interpret data and analytics and turn them into clear recommendations, decisions and improvements.
• Strong understanding of web, social media, email and other digital channel performance.
• Ability to assess which digital channels and approaches are most appropriate for different communication and engagement objectives.
• Good understanding of digital journeys, user experience, engagement and digital conversion behaviour.
• Strong working knowledge of CRM-enabled engagement and how CRM, email, automation and audience data can work together.
• Ability to analyse email and digital engagement performance and translate findings into practical improvements.
• Ability to support digital lead-generation and conversion performance through channel, analytics and optimisation expertise without owning commercial marketing strategy.
• Strong digital platform literacy with sufficient technical understanding to work confidently with IT teams, vendors and technical specialists.
• Understanding of martech, automation and digital integration and how these capabilities support effective communications and engagement.
• Understanding of search, digital discoverability and how AI is changing the way audiences find and consume information.
• Practical understanding of AI-enabled tools and workflows relevant to digital communications and engagement.
• Strong digital performance reporting and optimisation skills.
• Ability to coordinate digital activity across multiple teams, priorities and channels.
• Ability to translate communication, engagement and business requirements into practical digital solutions.
• Strong judgement about emerging digital trends and which developments are relevant to Ibec.
• Clear communication and influencing skills, including the ability to explain digital performance, insight and recommendations to non-specialist colleagues.

• Strategic as well as delivery-focused, able to connect day-to-day digital activity to broader communication and engagement objectives.
• Confident providing direction, setting priorities and making decisions while remaining collaborative.
• Audience-focused, with a strong instinct for understanding how people behave and engage in digital environments.
• Analytical and curious, with a natural tendency to use evidence and data to challenge assumptions and improve performance.
• Digitally progressive and interested in how technology, AI and changing audience behaviour are reshaping communication and engagement.
• Commercially and organisationally aware, with an understanding of how digital capability contributes to engagement, member value and growth while supporting wider organisational objectives.
• Comfortable operating between communications, marketing, data and technology rather than approaching digital from only one of those perspectives.
• Confident working with platforms and technology while remaining focused on audiences, outcomes and performance.
• Highly collaborative, able to work effectively across teams with different expertise and objectives.
• Proactive and improvement-oriented, able to identify opportunities rather than simply respond to requests.
• Strong sense of ownership and accountability for digital performance and delivery.
• Able to manage multiple priorities and work effectively in a fast-moving environment.
• Enterprise-minded, recognising that Digital is a shared enabling capability supporting the wider Corporate Affairs division and organisation.

Why us?

Ibec Core Competencies
Bias towards action

• Collaborative - work together as 'one Ibec'.
• Dynamic - approach initiatives with careful planning, energy, drive, and resilience.
• Decisive - make clear, well-informed decisions.

• Agile and Adaptive - embrace change and be adaptive to members' needs and in ambitious situations.
• Creative and Innovative - not afraid of dynamic thinking in finding solutions.
• Curious and Critical Thinking - open minded and proactive in gathering data in developing opinions.

• Ambitious - driven and can take responsible risks.
• Accountable - committed to highest standards and takes ownership of actions.
• Continuous Improvement - proactive on personal and professional development