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Digital Web Manager

Date: Nov 23, 2021

Location: Reading, United Kingdom

Company: KPMG UK

The Role
Supporting the Head of Web experience and the Head of Digital Enablement, you will be responsible for the management and administration of the primary external site of KPMG on our Adobe Experience Manager platform, managing the development and deployment of customer journeys for our primary audiences. This position will be a hands on practitioner of the web, able to create customers journeys and enhanced user experience through the combination of design, components and code.

You will need to gain full knowledge and application of the firm’s visual identity and the team member will understand and anticipate business needs and expectations. The role requires an understanding of Digital Marketing solutions like Content Management Systems (CMS), Web Publishing, Web Management, Web Analytics, and Search Engine Marketing (SEM), specifically Search Engine Optimization (SEO).

You will optimise the site for search as well as develop it to be customer centric in delivery – improving the distribution model to ensure our content is delivered to our current and potential customers. Improving the analytical maturity of the team and function to better use data to guide and support decisions and direction.

The Marketing Centre of Expertise (CoE) operates a matrix model of expertise in defined marketing capabilities and organised in clusters aligned to our business units. The CoE leads on marketing delivery, supports brand management, digital enablement and also provides account management to support the Marketing Business Partners (BP). CoE teams are experts in specialised areas and are deeply involved in co-creation and delivery.

The role requires a mix of user experience, content management, digital marketing, and technical with experience of capturing and utilising customer insights and web analytics. Its focus is to ensure that all website touchpoints and user journeys are effective, personalised to client needs and integrated where possible with other digital channels – with proactive recommendations for improvement based on analytics, insights and industry best practice.

Description of the role:
- Manage the development and deployment of website content, ensuring adherence to brand guidelines, content strategy and web best practices
- Lead the delivery of the website components of our digital roadmap in conjunction with Global Digital Marketing, including template design, UX improvements and Adobe Experience Manager developments.
- Deliver SEO and UX optimisation across the UK and websites
- Manage our supporting tools for the website including Adobe Analytics, Google Analytics, Decibel insights, Brightedge and Crownpeak.
- Provide high quality management information for the UK website including client insights, marketing effectiveness and content optimisation.
- Research and analyse competitor web strategies and industry best practice to ensure we retain a word-class website.
- Project management of change and development projects related to our websites.
- Liaise with the off-shore team on OEH Marketing and web assets and analytics.
Stakeholder Interaction & Challenges:
You will bring deep expertise around the best use of the website to effectively influence decisions around the development of content, new pages, capabilities and change projects.

Ensure exemplary relationships are developed with the Digital Enablement team (on- and off-shore) as well as Campaign Managers.

Knowledgeable in UX, digital marketing and content marketing, you will anchor decisions around insights and embrace innovation to inspire and build confidence with stakeholders.

Supported by an off-shore team, you will be able to motivate and manage their delivery to agreed timescales, quality and cost.

Help ensure we improve website and digital channel experiences and leverage new and innovation technologies and approaches effectively.

Ensure clear, concise and yet comprehensive communication with the stakeholders and the team members around requirements, effort estimation, work plan and delivery.

Manage multiple engagements; assist with capacity planning and prioritization; oversee website publishing, website analytics and internal reporting.

Monitor performance ensuring KPI’s & SLA’s are continually met and communicating as necessary where challenges are experienced that may cause SLA’s to slip.

Impact, Risk, Accountability & Governance:
You will be expected to work autonomously within the firm’s overall strategic priorities and direct support from other members of Marketing and Strategic Relationships to implement initiatives.

You will be aware of the need to assess and to manage risk and governance requirements to ensure we manage the information security, data privacy and broader risk and compliance implications of our websites.

- Website content production, template management and oversight of website UX
- Strong familiarity with Adobe Experience Manager and Google Analytics
- Proven expertise and approaches to deliver SEO/SEM, personalisation and website journey management
- An eye for website copy-writing, editing and best practices
- You will be able to manage the development and execution of a website content roadmap and structure
- You will act as a champion for digital marcomms, educating junior marketing team members, as well as wider marketing as to its importance
- You will have a strong grasp of analysis, including the development of new strategies based on client insights and digital analytics
Core behavioural competencies
- Intellectually curious with the drive to continue developing your knowledge of website best practice to deliver a better visitor experience
- Collaborative with colleagues across the marketing team to ensure the team are adopting best practice approach and needs are considered in our digital plans.
- You will be innovative and stimulate innovation in others; constructively challenge new ideas to ensure they contribute to the overall goals of marketing.
- You will act as client champion and use this to inform our content strategy and calendar.
- You will have excellent attention to detail and rigour in your approach.
- Comfortable in the technical and engaging with technology providers, agencies and ITS colleagues you will be able to translate and make accessible for broader audiences
Expertise/ Technical role requirements:
- BA university degree or equivalent
- Proven and demonstratable experience with Adobe Experience Manager
- Experience with Adobe Audience Manager and / or Adobe Analytics
- Experience with Multivariant testing tools such as Test and Target
- Strong experience of digital marketing and automation solutions
- Highly proficient in all MS Office packages
- Working knowledge of HTML, CSS, and JavaScript development
- Comprehensive knowledge of website content management tools, workflow management with Adobe Experience Manager experience desirable
- At interview, you will be able to demonstrate good knowledge of the current landscape UX, personalisation and the role of web as part of a digital strategy
- You will also be able to offer constructive commentary on some of the firm’s digital channel strategy as viewed from the public domain and offer suggestions as to how you might improve the visitor experience

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