Digital Marketing Manager

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Brodies LLP is a prominent UK law firm headquartered in Scotland, that provides expert advice to UK and international clients.

We have the capability and expertise to deliver mandates with global reach, uniting specialist perspectives from across our firm to offer bespoke legal solutions and advice, resulting in impactful outcomes for our clients.

With offices in London and throughout Scotland, we are dedicated to driving innovation in the legal sector, leveraging new technologies and forward-thinking strategies to deliver exceptional value and efficiency for our clients.

Our contract with our people underlines our commitment to fostering a supportive and inclusive work environment, prioritising the wellbeing and development of our colleagues to ensure they thrive both personally and professionally.

We are also deeply committed to making a positive impact in the communities in which we live and work. Through our pro bono work, charitable activities, and initiatives that promote diversity and inclusion, we strive to contribute meaningfully to society.

JOB TITLE

Digital Marketing Manager

Based in Edinburgh or Glasgow

REPORTING TO

Head of Marketing

JOB PURPOSE

As a pivotal member of our marketing team, the Digital Marketing Manager will align digital initiatives with the firm's objectives, focusing on executing and enhancing our digital strategy and delivering effective social media campaigns. The role centres on authentic storytelling to increase reach and engagement, regularly monitoring and reporting on performance metrics to guide future activity.

The Digital Marketing Manager will develop and lead social media advocacy training for colleagues, providing guidance and best practice to empower them as online brand ambassadors.

The position is varied and fast-paced, requiring effective workload management and close collaboration with colleagues and external suppliers to deliver marketing projects on time and within budget. The ideal candidate will be confident, organised and capable of fostering strong working relationships with colleagues throughout the firm.

This is a hybrid position, based in Edinburgh/Glasgow with travel to our other offices, including Aberdeen and Inverness as necessary. Occasional early morning or evening event work may be required.

CORE TASKS

Digital strategy and social media campaigns

• Take a fundamental role in ensuring Brodies continues to increase digital engagement through share of voice, follower growth, online reach and client / prospect engagement.
• Creation of engaging content to promote thought leadership and challenge convention. Effective day-to-day social media planning, drafting and content distribution across our platforms, ensuring consistency of the firm's tone of voice and brand
• Develop, implement and manage key social media campaigns across multiple platforms.
• Work closely with colleagues across the firm to strengthen the employer brand, attracting top talent through targeted social recruitment campaigns.
• Risk management and escalation of potential issues identified on social media channels to proactively maintain the firm's reputation.
• Research and integrate new technologies and AI, digital trends and platforms to refine our approach.
• Monitor competitor activity and social media channels for industry trends, engagement and feedback, and respond appropriately to grow engagement.
• Manage paid social advertising strategies on Meta and LinkedIn and work closely with the PPC agency to maximise lead generation and campaign creativity.

Analytics and reporting

• Monitor and report on social media KPIs to assess campaign effectiveness and ROI using GA4, Hootsuite and platform analytics.
• Provide regular, actionable performance reports for ongoing improvement.

Brand management

• Align social media activity with the firm's brand strategy and reputation.
• Collaborate with marketing and communications to ensure campaigns support wider objectives.
• Implementation of an employee advocacy program to leverage colleagues as social brand ambassadors.
• Train colleagues on social media best practice for to ensure consistent and effective use of digital channels and maintain updated guidance materials.
• Manage PPC campaigns with an external agency to expand reach and generate leads.

Team responsibilities

• Idea generation - part of a team responsible for suggesting future projects to keep the firm ahead of the curve.

PERSON SPECIFICATION

• Minimum of five years' experience in a digital marketing role, with a proven track record of growing brand engagement across multiple platforms.
• Strong communication skills, experience in brand guardianship and tone of voice consistency.
• Ability to work independently and proactively and dedicated to ensuring tasks are completed efficiently.
• Flexible approach with the ability to seek out opportunities to provide a more efficient and proactive service.
• A keen interest in data and analysis.
• Professional image to internal clients and other external organisations at all times.
• Be aware of Brodies' information security policies, and protect information assets from unauthorised access, disclosure, modification, destruction or interference at all times.

SKILLS

• Exceptional organisational and time-management skills, with a strong attention to detail.
• Creative mindset with the ability to think strategically.
• Experienced in stakeholder management, capable of positive influence and advising.
• Proven track record in managing successful social media campaigns.
• Strong analytical skills and proficient in GA4 and social media scheduling platforms.
• Excellent written and verbal communication skills.