Digital Marketing

• Own and deliver a global SEO strategy with a strong emphasis on technical SEO, LLM optimisation, and AEO across a multi-site portfolio.
• Increase discoverability in AI-powered search (Google SGE, Gemini, ChatGPT, Perplexity, Bing AI, and other emerging platforms) through structured and embedded content.
• Work with the content team to establish clear guidelines for content optimised for SEO and AEO, evolving with LLM developments.
• Conduct detailed site audits, diagnose issues, and implement fixes (with or without developers) covering crawl errors, indexation, site speed, structured data, schema, CWV, and JS rendering.
• Lead keyword research and competitor analysis, mapping to search and AI intent to increase organic traffic and authority.
• Design and maintain internal linking and structures that maximise crawl equity and programmatic performance.
• Build and manage high-quality backlink and outreach programmes that deliver sustained domain authority growth and market share.
• Develop systems that transform structured “feature + industry” data into high-intent landing pages and interactive demos.
• Deliver authoritative content (guides, comparisons, blogs, and link magnets) to strengthen topical authority and AEO discoverability.
• Implement a scalable framework to monitor visibility, rankings, conversions, and performance across SEO and AEO.
• Manage paid media across XTM’s portfolio of brands and products, ensuring accurate targeting and avoiding cannibalisation.
• Research keywords, plan, and launch campaigns across Google Ads, Microsoft Ads, LinkedIn, and other relevant channels.
• Build segmentation frameworks using personas, intent data, remarketing, and other lists to target the right buyers at each stage.
• Create and test ad copy, visuals, and formats to continuously improve engagement and conversion.
• Refine bids, targeting, messaging, and creatives to maximise performance (ROAS, ROI, CAC).
• Analyse performance data, build reports, and measure impact across the funnel, not just last-click conversions.
• Oversee budgets across paid media campaigns, applying structured testing frameworks to reduce CPA and improve ROI.
• Align paid activity with SEO, content and broader campaigns for a cohesive growth engine.
• Adapt global campaigns for regional audiences, including localised messaging, keywords, and ad formats.
• Implement advanced tracking to measure influence across the funnel while ensuring GDPR/CCPA and platform compliance.

Digital Marketing Manager