Digital Marketing Lead

San Carlo are
hiring a Digital Marketing Lead!

Our story:

The Distefano
family, spanning two generations, started San Carlo over 30 years ago and seen
it grow to twenty-five authentic Italian restaurants across the UK – from
Covent Garden, Piccadilly and Knightsbridge in London to Bristol, Leicester,
Liverpool, Leeds, Cheshire and Manchester and with a growing number overseas –
Including Kuwait, Bangkok, Dubai, and Miami, with additional restaurant
openings planned as San Carlo continues to expand globally.

Colleague
Benefits:

• Free Meals on Duty - Delicious, healthy
  meals, all free


• 50% Staff Discount - For you and your
  friends and family, in any of our restaurants around the UK


• Refer a Friend - Bring your friends and
  earn up to £1,000 per person


• Elevate Training Academy - Commitment
  to training and continuing professional development with our San Carlo
  training app


• Volunteering Days - Give back with
  dedicated volunteering days, making a positive impact in your community


• Squadra App - Offering you discounts
  and rewards with thousands of companies worldwide


• Legal and Financial Advice - Free legal
  and financial advice for you and your family


• San Carlo Awards - Our annual San Carlo
  Awards, dedicated to celebrating the incredible talent and hard work of
  our colleagues


• Best in Class Pension - San Carlo are
  partnered with an industry-leading pension provider, ensuring your hard
  work today supports your tomorrow

Key
Responsibilities:

• Own the group CRM strategy, coordinating campaigns
  across all San Carlo brands and restaurants and managing CRM agency and
  technology partners


• Develop customer segmentation and automated
  journeys (acquisition, welcome, retention and re-engagement), and grow the
  quality and value of the customer database in line with UK GDPR and PECR


• Lead the PPC/search agency relationship, setting
  briefs, objectives, budgets and KPIs, and challenging performance on
  spend, conversion, bookings and return


• Ensure paid search supports both always-on
  restaurant demand and specific campaigns or openings, coordinating the
  landing pages and offers needed to improve results


• Manage the SEO agency and organic search strategy,
  ensuring each restaurant and brand is optimised for relevant local and
  national searches


• Develop keyword priorities and use SEO insight to
  identify content opportunities across restaurant pages, landing pages and
  the blog


• Take day-to-day marketing ownership of San Carlo’s
  portfolio of websites, managing web development and design partners and
  coordinating content updates, launches and testing


• Continually review the guest journey from discovery
  to booking, identifying opportunities to improve UX, conversion and SEO
  performance


• Oversee restaurant business listings, particularly
  Google Business Profile, keeping addresses, opening hours, menus, booking
  links and imagery accurate and consistent, including seasonal and
  temporary closure updates


• Own the website content calendar, briefing SEO-led
  and brand-led blog content that balances our premium brand positioning
  with search requirements


• Act as the primary day-to-day contact for all
  digital, SEO, PPC, CRM and website partners, producing clear briefs with
  defined objectives, deliverables, budgets and deadlines


• Run regular agency performance reviews, challenge
  recommendations, monitor scopes, retainers and additional costs, and hold
  partners accountable for agreed actions


• Ensure agencies work together rather than in silos,
  sharing learnings across channels and turning wider San Carlo marketing
  campaigns into coordinated digital activity


• Own the digital reporting framework covering
  traffic, booking conversions, organic visibility, PPC and CRM performance,
  local search and results by restaurant, brand and campaign


• Interpret performance data and recommend clear next
  steps to drive bookings, guest acquisition, retention and revenue

Required
Qualifications & Experience:

• Strong digital marketing experience, ideally within
  hospitality, restaurants, hotels, luxury, retail or another multi-site
  consumer brand


• Demonstrable experience managing digital agencies
  and external partners


• Strong understanding of CRM and customer lifecycle
  marketing


• Good working knowledge of PPC and paid search


• Strong understanding of technical, on-page and
  local SEO


• Experience managing websites, web development
  projects and digital content


• Strong understanding of Google Business Profile and
  local search


• Comfortable using analytics and performance data to
  make commercial recommendations


• Excellent project management skills, with the
  ability to manage multiple brands, restaurants, campaigns and agencies
  simultaneously


• Commercially minded and focused on turning digital
  activity into measurable customer action