Senior Digital Marketing Officer job at Uganda Tourism Board (UTB) | Apply Now

KRA 1:  Digital Marketing Strategy

• Develop and implement digital marketing strategies

• Align digital campaigns with business goals and brand positioning

• Conduct market research and competitor analysis to identify trends and insights

• Optimize marketing automation processes.

KRA 2: Social Media Management

• Oversee day-to-day content creation and community management

• Monitor, engage, and grow social media followers across platforms

• Monitor, engage, and grow social media followers across platforms.

• Track social media performance and make data-driven adjustments.

KRA 3: SEO & SEM Optimization

• Conduct keyword research and implement SEO strategies to improve search rankings

• Manage and optimize paid search campaigns (Google Ads, Bing Ads).

• Collaborate with content teams to ensure SEO-friendly web content

• Collaborate with content teams to ensure SEO-friendly web content

• Track and report SEO and SEM performance using analytics tools

KRA 4: Content Development, management and Marketing

• Plan and create engaging content for Website posts, and socials in all formats (videos, Graphics and text).

• Ensure content is aligned with the overall marketing strategy and brand voice

• Collaborate with designers and writers to produce high-quality content

• Track content performance and optimize based on insights

• Plan the development, Management, and maintenance of all Digital content to maintain its quality, readiness, and integrity

KRA 5: Email Marketing Campaigns

• Develop and execute email marketing campaigns to nurture leads and engage customers

• Segment mailing lists and personalize emails for higher engagement

• Analyze email campaign performance and provide detailed reports

KRA 6: Performance Analytics

• Track, analyze, and report on digital marketing KPIs such as traffic, conversion rates, and ROI.

• Use tools like Google Analytics, SEMrush, and HubSpot to gather insights

• Set up dashboards for real-time performance monitoring

• Provide recommendations for optimizing digital marketing efforts based on data insights

KRA 7: Paid Advertising (PPC)

• Plan, execute, and manage paid digital campaigns across platforms (Google Ads, Facebook, LinkedIn

• Conduct A/B testing on ads for optimal performance

• Monitor campaign budgets and ensure maximum ROI.

• Generate detailed reports on paid campaign performance.

• Develop UTB’s digital marketing strategy and the annual workplan

KRA 8: Team Collaboration & Leadership

• Lead and mentor the marketing team and staff on the trends and use of the digital platforms.

• Collaborate with staff for cohesive marketing efforts.

• Manage external agencies and freelancers for specialized marketing tasks.

• Provide regular performance reviews and feedback to the team.

• Lead and mentor the marketing team and staff on the trends and use of the digital platforms.

• Establish and manage relationships with influencers, bloggers, and content creators who can promote Uganda’s tourism offerings on digital platforms

• Positive brand mentions and coverage from influencers

Key Performance Indicators

• Websites content management: Ensure content on the website is updated constantly to increase in organic and paid website traffic.

• Conversion Rate: Improvement in conversion rates from marketing channels (email, PPC, social media).

• Lead Generation: Growth in the number of qualified leads generated through digital channels.

• Social Media Engagement: Increase in engagement metrics (likes, shares, comments, followers).

• SEO Ranking: Improvement in rankings for targeted keywords.

• Return on Investment (ROI): Positive ROI on digital marketing campaigns.

• Email Open and Click-Through Rates: Increased engagement with email marketing.

• Ad Campaign Performance: High-quality score and optimal CTR (Click-Through Rate) for paid ads.

• Customer Retention: Improvement in customer retention through targeted digital marketing efforts.

• Brand Awareness: Increased brand visibility and recognition across digital platforms.

• Timely performance reports (weekly, monthly, quarterly and annually)

• One annual digital marketing strategy and 4 quarterly digital marketing plans

• One digital marketing campaign planned per quarter

• 15% month on month growth in social media activity (page fans, post reach and engagement)

• 15% month on month growth in website traffic