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Digital Marketing Transformation Leader

The Brand, Marketing and Communications (BMC) function has an important role to play in helping to achieve EY’s ambition to create long-term value as the world’s most trusted, distinctive professional services organization. We work hand in hand with the business to take services and solutions to market; bring our purpose, building a better working world, to life for our people, clients and communities; engage our people and build a high performing culture; and to build the commercial value and emotional resonance of the EY brand. BMC also has a number of teams who are responsible for content development, editorial, webcasts, events-staging, strategy, planning and operations. Through the collective power of BMC, and the other teams and specialists we work with, we aim to build a better working world by driving commercial value through distinctive marketing and communications that deliver measurable market impact.

Function: Brand, Marketing & Communications (BMC)
Sub Function: Marketing Operations
Job Rank: Associate Director
Scope: Europe West Region

Location:

In this role you will be part of the BMC Europe West team and report directly to the regional Brand, Marketing & Communications leader with one direct report.

The opportunity

The role of digital marketing is becoming increasingly important as EY BMC transforms to position itself as a strategic driver of business growth. Digital marketing provides a means by which BMC can play an active role in revenue-generating marketing by converting awareness to engagement and ultimately sales opportunities. This is an essential step-change in how we go to market in the digital age and is designed to capture new contacts using EY digital channels, namely ey.com, and to implement a consistent process by which they are moved through the customer lifecycle through both human and digital interactions to convert contacts to cash. This requires a more consistent digital marketing model that identifies and establishes digital marketing best practice for the region, leverages the BMC MarTech stack and optimizes its usage in generating leads and nurturing them to create measurable and tangible commercial value that can be captured in EY sales systems.

Our global All in strategy calls for a more integrated way of working and empowers regions and countries to play a leading role.

Equally, demand from Leaders in Markets and Service Lines is also increasing, as Europe West continues to focus on driving cross-border and cross-service line collaboration and develop region-wide go to market approaches.

Your key responsibilities

• Lead implementation of digital marketing best practice across Europe West to develop a digital market engine that can support regional growth targets.
• Drive collaboration across the region, working with the BMC Europe West Leadership team and country digital teams to identify and agree best practice for the region.
• Define and document an optimised client journey based on the implementation of regional best practices, drawing from each country in Europe West.
• Map current state and the change required to bring every country in line with best practice – captured as the ‘best of Europe West.’
• Drive implementation of digital best practice across all countries in the region, allowing for country specific needs and relevant customization.
• Provide metrics and marketing analytics that demonstrate progress in the journey to convert eyeballs to engagement and generate contacts through to cash.
• Establish a test and learn culture and enable the sharing of results and learnings across the region.
• Embed consistent use of digital best practice and identify training and skills enhancement opportunities to embed digital ways of thinking into ways of working.
• Drive collaboration across the network and build strong relationships, to create a network of connected Martech, Data and CRM teams and colleagues.
• Track and manage budgets and ensure compliance with all EY planning, quality and risk management processes.
• Ensure alignment with our colleagues in the global organization regarding digital innovation roadmap and specific requests from the region.
• Provide leadership to the Campaign Manager responsible for building and executing high impact digital marketing campaigns that create measurable and meaningful business opportunities

Skills and attributes for success

To qualify for the role you must have

• Direct and digital marketing knowledge: Deep understanding, knowledge and application of the principles and strategies of direct/digital marketing. Understand how digital marketing can impact on buyer behaviours and decision-making and be capable of developing and optimising client journeys and translating marketing campaigns into digital marketing tactics.
• Business understanding: Understand EY’s business; effectively navigate the organization to access, inform and engage the right people at the right time. Demonstrate general business acumen, skills and abilities concerning global business fundamentals, business models, ethics, competitive analysis and cross-cultural/geographical sensitivities
• Marketing strategy and alignment: Ability to develop marketing strategy to drive measurable value to clients and business teams through the delivery of best-in-class client centred experiences.
• Brand strategy: Align with and strengthen EY brand by defining, supporting and enabling a consistent brand experience for external stakeholders
• Relationship management: Be a point of integration; connecting all facets of the business when initiating, developing and deploying digital marketing programs and initiatives. Communicate and build relationships with key internal and external stakeholders, manage stakeholder expectations and collaborate with colleagues in other functions/teams within and outside of BMC
• Campaign delivery: Deep experience in delivering end to end client centric digital marketing campaigns that include test series. Ability to create meaningful and valuable wrap up reports that inform future thinking and campaigns through data and insights. Stakeholder feedback: Gather stakeholder feedback to generate meaningful, actionable information and apply insights gained from measurement of outcomes to help drive change and continuous improvements.

Ideally, you’ll also demonstrate

• Significant direct and digital marketing experience
• A strong understanding of MarTech stack and how to apply it to drive an optimized customer experience
• Deep understanding of customer experience and customer journey optimisation
• Solid business-to-business marketing and communications
• Experience managing cross border programs and ability to navigate complex organizations
• Self-starter skills with demonstrable entrepreneurial skills
• Ability to work independently or virtually, as well as in a team environment
• Strong interpersonal and teaming skills, able to work well with a range of people
• Experience working as part of diverse and virtual high-performance teams
• Excellent written and verbal communication abilities
• Ability to influence and build collaborative relationships with business stakeholders
• Professional services and/or technology solutions experience

What we look for

The successful candidate will be confident at navigating a complex, matrixed organization and it is therefore critical that the candidate has the ability to manage multiple programs across a diverse group of senior stakeholders. This will require you to be skilled in building strong relationships across firm-wide teams, including Service line and Regional BMC and BD, as well as with Leaders within the business, including Regional Account Leaders, Market Segment Leaders, Solution Leaders and Account Leaders.

We are looking for an experienced and resilient team leader with a growing understanding of how new technologies and solutions enable EY’s position in the Transformative Age. You will report to Europe West BMC leader.

What we offer you

At EY, we’ll develop you with future-focused skills and equip you with world-class experiences. We’ll empower you in a flexible environment, and fuel you and your extraordinary talents in a diverse and inclusive culture of globally connected teams. Learn more.

Are you ready to shape your future with confidence? Apply today.

To help create an equitable and inclusive experience during the recruitment process, please inform us as soon as possible about any disability-related adjustments or accommodations you may need.

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