1.    Digital Growth & Performance Marketing

·       Develop and execute Tracker’s digital marketing strategy and roadmap, ensuring alignment with brand, customer, commercial and overall business growth objectives.

·    Lead performance marketing across relevant paid digital channels, including paid search, paid social media, display advertising, programmatic media and retargeting.

·   Drive cost-effective customer and lead acquisition by optimising media investment against Customer Acquisition Cost (CAC), Cost per Acquisition (CPA),

·       Cost per Lead (CPL), Return on Advertising Spend (ROAS), conversion rates and lead quality.

·    Analyse audience, channel, campaign, creative and customer behaviour data to continuously improve marketing performance and identify new growth opportunities.

·       Lead Search Engine Optimisation (SEO) and Artificial Intelligence Optimisation (AIO), ensuring that paid and organic search strategies work together to strengthen qualified visibility, discoverability and traffic.

·       Develop an integrated digital channel strategy that clearly defines the role of each digital channel across customer discovery, consideration, acquisition, conversion and retention.

·   Monitor emerging digital platforms, advertising technologies, search behaviours and customer trends, assessing their potential application to Tracker’s growth objectives.

·   Drive structured campaign planning and optimisation across audience segmentation, creative, media placement, bidding strategy and customer proposition to maximise incremental commercial value.

·   Establish a disciplined test-and-learn approach to digital media by continuously testing audiences, creative approaches, propositions, formats, channels and investment strategies.

·       Work with relevant content and brand stakeholders to optimise digital content for both traditional search engines and emerging AI-enabled discovery environments.

·   Take end-to-end accountability for the production of digital collateral supporting Tracker’s products, solutions and campaigns, including creative briefs, production schedules, approvals, adaptation, version control and quality assurance.

2.    Conversion, Data & Optimisation

·    Take accountability for conversion performance across the end-to-end digital acquisition funnel, from media impression and engagement through to lead generation, qualification and customer conversion.

·    Develop and lead a structured Conversion Rate Optimisation (CRO) and experimentation programme across landing pages, forms, propositions, messaging, audiences and digital customer journeys.

·   Establish clear Key Performance Indicators (KPIs), measurement frameworks, tracking mechanisms, attribution methodologies and dashboards that connect digital marketing activities to customer and commercial outcomes.

· Translate complex performance data and customer behaviour insights into clear, actionable recommendations relating to media investment, channel strategy, creative effectiveness and customer journey improvements.

·   Collaborate with Product, Technology, Data, Sales and Customer Experience teams to identify and remove friction across digital acquisition and conversion journeys.

·     Establish appropriate experimentation methodologies, including A/B testing and multivariate testing where appropriate, to improve customer experience and conversion performance.

·    Strengthen the utilisation of first-party customer and behavioural data to improve audience targeting, segmentation, personalisation and campaign effectiveness, while complying with applicable privacy and consent requirements.

·     Evaluate performance using both channel-level and cross-channel measures to develop a more complete understanding of marketing contribution and customer acquisition effectiveness.

·       Identify points of customer drop-off across digital journeys and lead cross-functional initiatives to address underlying experience, process, proposition or technology barriers.

·   Establish effective marketing measurement practices that distinguish between activity metrics and meaningful customer, revenue and commercial outcomes.

·    Optimise end-to-end digital customer journeys from discovery and engagement through enquiry, lead routing, qualification and conversion.

·       Monitor website and landing-page user behaviour, page performance and conversion friction, translating findings into prioritised customer-experience and conversion improvements.

3.    Marketing Technology (MarTech) & Digital Capability

·    Optimise the effective use of advertising, web analytics, Customer Relationship Management (CRM), Customer Data Platform (CDP) and marketing automation technologies to improve digital marketing effectiveness and customer growth.

·   Partner with Technology, Product and Data teams to define and implement digital tracking, platform integration, data, tagging and enablement requirements.

·       Identify and implement practical opportunities to use automation and Artificial Intelligence (AI) to improve customer personalisation, campaign efficiency, insight generation and marketing performance.

·  Assess existing Marketing Technology (MarTech) capabilities and recommend improvements that strengthen campaign execution, customer data utilisation, measurement and digital growth.

·       Develop and maintain a clear MarTech capability roadmap that identifies priority technology, integration, data and automation improvements required to support the digital marketing strategy.

·   Champion responsible and commercially appropriate use of Generative Artificial Intelligence (GenAI), predictive analytics and AI-enabled marketing tools across relevant digital marketing workflows.

·       Partner with Data and Technology stakeholders to strengthen data quality, customer identity, tagging and measurement foundations required for effective personalisation and marketing automation.

·   Evaluate new digital marketing technologies and platform capabilities based on business value, integration requirements, customer impact, scalability, governance and Total Cost of Ownership (TCO).

·    Build greater internal digital marketing capability by promoting knowledge sharing, documented best practices and appropriate adoption of new tools, technologies and ways of working.

·       Act as custodian of Tracker’s website, landing pages, official social media channels, digital customer interfaces and associated marketing technology assets, owning their content, performance, functionality and continuous enhancement.

·     Ensure Tracker’s digital platforms provide accurate, accessible, mobile-responsive and customer-focused experiences aligned with brand and commercial requirements.

·   Oversee website content, campaign updates, forms, live-chat functionality and platform integrations, ensuring that customer enquiries are tracked and routed reliably.

·   Maintain a prioritised website and digital-development roadmap, coordinating business requirements, testing, quality assurance, implementation and post-launch optimisation.

·       Monitor website availability and technical performance, coordinating the resolution of material platform issues with relevant Technology, Product, agency and supplier stakeholders.

4.    Commercial, Agency & Functional Leadership

·      Own and effectively manage the digital marketing budget, continuously reallocating investment according to channel performance, customer acquisition economics and emerging commercial opportunities.

·    Demonstrate the measurable commercial contribution, effectiveness and Return on Investment (ROI) generated through digital marketing activities and investment.

·    Lead, manage and constructively challenge digital agencies, media partners, technology vendors and specialist suppliers against clearly defined deliverables, service expectations and Key Performance Indicators (KPIs).

·  Act as Tracker’s digital marketing Subject-Matter Expert (SME), translating complex performance information, digital trends and technical concepts into clear commercial recommendations for business stakeholders.

·  Lead and develop the organisation’s digital marketing capability by establishing high standards of execution, analytical rigour, innovation, pace and accountability.

·    Develop business cases and investment recommendations for significant digital marketing, media and MarTech initiatives, clearly articulating anticipated commercial value, costs, risks and success measures.

·    Establish structured performance reviews for agencies, media partners and digital suppliers to ensure appropriate governance, value delivery, capability and continuous improvement.

·       Influence senior stakeholders on digital growth priorities by connecting marketing performance, customer behaviour and investment decisions to wider business objectives.

·   Drive disciplined digital marketing governance covering budgets, campaign approvals, measurement, customer data utilisation, supplier performance and platform access.

·    Develop the skills and capabilities of internal digital marketing resources through coaching, knowledge sharing, performance guidance and exposure to emerging practices and technologies.

5.    People Leadership

·       Lead and manage the team in alignment with the organisation’s values, culture, strategic priorities and expected leadership behaviours.

·  Translate organisational and functional objectives into clear team goals, priorities, performance expectations and individual accountabilities.

·       Build and maintain a high-performance culture characterised by accountability, collaboration, customer focus, continuous improvement and deliver excellence.

·       Determine and manage appropriate workforce capacity, capability and resource requirements to support current and future operational and strategic needs.

·       Attract, select, onboard and retain suitably skilled employees to ensure the sustainability of the function and its ability to deliver against business requirements.

·       Set clear performance objectives and Key Performance Indicators (KPIs), regularly monitor performance and address areas of underperformance appropriately.

·  Conduct regular performance, coaching and development discussions to provide employees with meaningful feedback and support continuous growth.

·      Identify current and future capability requirements and implement appropriate development, cross-skilling and knowledge-sharing interventions.

·     Develop talent and succession pipelines by identifying high-potential employees and creating appropriate career development and growth opportunities.

·   Recognise and reinforce strong performance, positive behaviours and meaningful contributions to encourage employee engagement and accountability.

·    Promote employee wellbeing and sustainable performance by actively managing workloads, capacity, ways of working and resource pressures.

·       Create an environment that encourages employees to take ownership, exercise sound judgement and contribute proactively to problem-solving and continuous improvement.

·       Communicate organisational and functional priorities, changes and decisions clearly and consistently, ensuring that employees understand their roles and contribution to broader business objectives.

·       Foster effective collaboration within the team and across functional boundaries to improve organisational effectiveness and customer outcomes.

·  Ensure compliance with applicable people-management policies, governance requirements and organisational standards.

6.    Financial Management

·   Develop, manage and monitor the function’s annual operating and capital budgets in alignment with approved business plans, strategic priorities and organisational financial requirements.

·       Translate functional priorities and operational requirements into realistic financial forecasts, budgets and resource plans.

·       Exercise effective financial stewardship by ensuring that expenditure is appropriately controlled, justified and aligned with approved budgets and business priorities.

·       Monitor financial performance against budgets and forecasts, analyse material variances and implement appropriate corrective actions where required.

·   Identify and implement opportunities to improve cost efficiency, productivity and overall value without compromising required service, quality or business outcomes.

·    Apply sound commercial judgement when evaluating expenditure, resource allocation and investment decisions within the area of accountability.

·  Provide accurate and timely financial information, forecasts and performance insights to relevant leadership and governance structures to support informed decision-making.

·       Develop appropriate business cases and financial motivations for material expenditure, investments, projects and resource requirements, where applicable.