The purpose of the Digital Growth Manager is to deliver growth via our digital channels by converting demand into completed new customer sales and delivering high‐performing, compliant digital experiences that build brand engagement across our digital channels.
This role is hands‐on and owns digital conversion and platform performance, including website, CMS governance, conversion rate optimisation (CRO), experimentation, analytics and digital experience – ensuring marketing‐generated demand is efficient and measurably converted, in a compliant manner.
Key Duties and Responsibilities
* Demand Conversion (primary accountability)
o Own end‐to‐end digital conversion performance across web and assisted (Chat) sales journeys
o Design, optimise and continuously improve customer sign‐up funnels to reduce friction and abandonment
* Establish and run a structured CRO program
* Diagnose conversion issues using data, funnel analysis and qualitative insights
* Develop and prioritise CRO hypotheses focused on structural and journey‐level improvements
* Develop an experimentation plan with statistical rigour and clear learnings, working with Marketing to define and deliver the experimentation roadmap across the end‐to‐end digital sales journey
* Ensure CRO insights feed back into Marketing, CX, Product and Operations
* Digital Journey Management
o Map and maintain end‐to‐end digital journeys by segment and audience type
o Identify friction points, abandonment drivers and opportunities for uplift
* CMS Governance & platform ownership
o Own the CMS architecture, templates, widget and associated components
o Define and enforce template standards, release and approvals processes, ensuring minimal risk, disruption and downtime
o Work with IT to monitor, identify and rectify issues related to platform performance including uptime, speed, efficiency.
o Manage website operations including testing and updates, vendor management, service tickets and SLA adherence
o Own and manage the digital Capex budget, including retainer and project spend.
o Work with the campaigns and communications specialists to develop and publish relevant digital content in line with the strategic and operational priorities.
* Reporting & Analytics
o Develop and maintain accurate funnel measurement and attribution including form‐level analytics and customer data sources
o Analyse website data and results to identify areas of improvement, provide regular reporting and insights, and track and report on key metrics.
* Ensure that the Company's compliance obligations are actively maintained, managed and kept up to date with particular focus on the compliance obligations allocated to the position title as identified in the Company's Register of Compliance Obligations. [Note: This wording needs to be in every Tango PD as it is a compliance requirement]
Challenges
* Driving results and having a passion for leaving a legacy of improvement
* Working in a small team with a broad remit, and being prepared to undertake a wide range of activities and tasks, both simple and complex
* Navigate complex trade‐offs between profit margins, sales, churn and customer satisfaction
* Limited resources and capability to support
* Regulatory constraints in relation to restricted pricing for energy products and services
Judgments
* Use commercial expertise to assess value enhancing opportunities for Retail.
* Commercial judgments regarding segmentation and target audiences, customer lifecycle management approaches, incentives and action plans associated with product and pricing frameworks, product development, communications and marketing initiatives.
Knowledge, experience (including qualification) and skills
Knowledge and experience:
* More than 7+ years of Digital Sales experience, ideally in retail energy or similar industry.
* More than 7+ years' experience developing and leading customer‐focused strategic plans and initiatives, ideally in retail energy or similar industry.
* Tertiary qualification in business, strategy or marketing.
* Business planning and project implementation.
* Demonstrated strong business and commercial acumen.
* Demonstrated ability to optimise commercial drivers in the development of sustainable business plans and achieve cost‐effective outcomes.
Skills:
* Ability to collaborate effectively across functions, tailor communication in a way that is meaningful to the audience and contribute to a safe, inclusive, high‐performing culture – consistently modelling accountability, connectedness, innovation and care.
* Exceptional stakeholder management skills, including ability to influence across all levels from executive leaders to frontline agents
* Demonstrated creative, critical and systems thinking – looking to the future, questioning the status quo, generating ideas and making recommendations to solve organisational problems to support the business' strategic and cultural priorities.
* Ability to inspire and motivate others towards shared objectives, actively facilitate communication and two‐way feedback across the business and create a safe, inclusive, high performing team culture – consistently modelling and enabling accountability, connection, innovation and care.
* Ability to operationalise strategy, adapt quickly to disruption and successfully lead people through change – building a culture in which staff members actively contribute to the improvement of organisational practice.
* Understanding of data and links to performance.
Pacific Blue is committed to investing in our people, systems, processes and policies to ensure our workplace is Diverse and Inclusive and expect our people to work together to achieve an open and welcoming culture.
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