Digital Performance Manager - Irish Brand Homes
Guinness Storehouse, Dublin, Ireland
Full time, permanent
Closing Date: May 20, 2025
About Us
Located in the heart of St. James's Gate Brewery, the Guinness Storehouse is recognised as the world's leading tourist attraction welcoming millions of visitors every year.
Since our launch in 2000, we've been on an incredible journey of growth and innovation. From our 360-degree panoramic Gravity Bar to our award-winning flagship store and the fascinating Guinness Archive, every corner is filled with immersive, sensorial guest experiences that tell our rich story.
In our inclusive culture, where we value each other and celebrate different perspectives, you'll be supported to thrive and recognized for your unique contributions, as we unlock a brighter, more exciting future together.
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About the Role
This is a critical role responsible for media and website management the Guinness Storehouse, Guinness Open Gate Brewery, Roe & Co Whiskey Distillery and Smithwicks Experience, Kilkenny. The role is a key member of the Commercial Growth team to support driving traffic to Irish Brand Homes websites and booking engine, ensuring that 1.6 million people plus book tickets and visit our brand homes each year.
Please note this role requires on call availability in the event that the website or ticketing platform goes down.
You will be responsible for:
Media Performance
- Media Campaign Strategy and Execution (offline and online): Develop and implement multi-channel marketing campaigns (paid search, social media, display, programmatic, OOH, radio, partnerships) that drives consumer engagement and footfall to our experiences.
- Digital Experience & Ticket Sales Growth: Drive traffic and conversions on guinness-storehouse.com/, https://www.smithwicksexperience.com/, https://www.guinnessopengate.com/ and https://www.roeandcowhiskey.com/ for ticket sales and by optimizing paid media strategies.
- Analytics & Optimization: Track, measure, and analyse the efficiency of campaigns using web analytics tools. Provide actionable insights to improve campaign performance and refine targeting strategies.
- Reporting & Insights: Track and analyse KPIs (e.g., CPA, CPC, CTR, ROAS), providing actionable insights and recommendations to optimize campaigns and increase revenue.
- Audience Targeting & Segmentation: Leverage data to understand our target customers and build highly personalized and segmented campaigns to improve engagement and conversions using our omnichannel database.
- Brand Awareness & Engagement: Boost awareness and engagement in key markets through performance marketing, focusing on delivering the brand story to both new and existing audiences while maintaining consistent messaging across channels working closely with our content manager.
Budget Management
- Budget and ROI Management: Lead media, CRM, website and digital transformation project budgets effectively - focusing on improving return on ad spend (ROAS) and maintaining strong cost-per-acquisition (CPA) metrics.
CRM
- Campaign Strategy and Execution: Devise, Implement & Optimise the IBH omnichannel CRM strategy in partnership with the Global CRM team and local market teams to drive repeat footfall for domestic visitors and increase cross-sell / up-sell for our experiences.
- Reporting & Insights: Track and analyse KPIs (e.g., Open Rate, CTR, CVR), communicating actionable insights and recommendations to optimize campaigns and increase revenue.
- Analytics & Optimization: Track, measure, and analyse the efficiency of campaigns using CRM and web analytics tools. Action optimisation strategies to improve performance.
Strategy
- Develop and execute the Irish Brand Homes marketing and advertising strategies, aligning with business goals and priorities.
- Ensure all strategies and plans are data-driven, performance oriented and results focussed.
- Stakeholder Buy In: Communicate the strategy benefits effectively internally and externally to get stakeholder buy in and approval.
Website
- Bug & Website Request Management: Act as first point of contact if there is a web issue or a web request has been raised. This involves triaging the incident and assigning to the correct internal or external party for resolution.
- Escalation documentation: Devise escalation process and share with the digital team so the process is understand & followed in a P1 incident.
- Website Monitoring & Alert Tools: Ensure that a 24-hour monitoring and alert system is in place to monitor the overall function of the website and communicate an issue immediately should an issue arise. Act as primary point of contact in that scenario.
- Project Management: Responsibility for briefing and delivery of digital solutions into live production environments. Managing the day-to-day planning, scheduling, tracking and reporting for digital project-related initiatives. Coordinate resources, timelines and scope to attain project targets. Delivery of continuous improvement programme and BAU maintenance requests across digital platforms. Management of day-to-day relationship with external digital agencies and internal teams as well as senior management. Collaborate with development agency and internal D & T teams to IMS manage and mitigate project risks through effective QA and testing.
- Website Performance: Responsible for the technical website performance of guinness-storehouse.com/, https://www.smithwicksexperience.com/, https://www.guinnessopengate.com/ and https://www.roeandcowhiskey.com/ensuring fast load times and a seamless customer journey.
- Conversion Rate Optimisation: Utilising web analytics tools (site improve, GA4) and A/B testing tools (Optimizely) ensure that the customer user journey is optimised to hit booking targets by ensuring a strong conversion rate.
- SEO Strategy Development & Execution: Develop and implement an overarching SEO strategy which will drive organic traffic to site. Track and Analyse te core SEO KPIs (organic traffic, keyword SERP ranking, visibility)
Stakeholder management
- Manage relationships with key internal stakeholders across various departments, ensuring alignment on strategic initiatives and fostering collaboration to achieve marketing and advertising goals.
Leadership Responsibilities:
- Provide strong leadership to marketing direct reports fostering a high-performance culture.
- Manage and develop two team members, encouraging innovation and continuous improvement.
- Lead cross functional collaboration across Digital & Technology, Global, Legal and compliance teams.
To be successful in this role, you will need:
- Media agency management experience
- Deep knowledge of CRM and SEO
- Excellent people leadership skills
- Demonstrated ability to set, implement, and execute a digital strategy across CRM, SEO, online and offline paid media
- Website management and development agency management
- Internal and external stakeholder management skills
- Understanding of performance, brand, and media effectiveness
- Data analytics and the ability to pin point external trend insights
Working with Us
Flexibility is key to success in our business and many of our people work flexibly in many different ways, including part-time, compressed hours, flexible location. Please talk to us about what flexibility means to you and don't let anything stop you from applying.
- We offer a highly competitive rewards and benefits package including: Contemporary work life balance policies and wellbeing activities
- Annual merit increases (performance based)
- Annual bonus (performance based)
- Subsidized gym membership
- Contributary pension scheme
- Share options
Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and listened to, is a crucial part of this.
We believe the most diverse and inclusive culture makes for a better business and a better world.
We know that for our business to thrive and for Diageo to realise its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the countries in which we operate and to reflect our broad consumer base.
Around the world we have a number of inclusive Business and Employee Resource Groups known as BRGs and ERGs. These influential groups, made up of our people, represent various viewpoints, experiences and communities who generate thought-provoking work to enhance our business and workplace, creating a sense of belonging and opportunities for all.
Join us, and you'll be part of an organisation that embraces diversity in the broadest possible sense. This means that you'll be welcomed and celebrated for who you are just by being you. You'll be part of - and help build - an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more. And you'll help us champion inclusion and diversity across our entire business: with our employees, our suppliers, across our brands, and within the communities in which we operate.