Are you passionate about creating high-performing digital campaigns that drive engagement, retail sell-through, and commercial growth?
Do you thrive on combining paid social, YouTube, and influencer marketing to deliver measurable results?
Ready to shape the digital strategy for a leading toy brand, turning data-driven insights into standout campaigns?
Macgregor Black are partnering with a well-established toy brand on the search for a Digital Marketing Manager. This is a permanent role based in London.
We’re seeking a commercially minded, data-driven Digital Marketing Manager to lead the planning, execution and optimisation of digital marketing activity across the UK toy market. The role owns integrated digital campaigns that drive brand awareness, consumer engagement, retail sell-through and revenue growth, drawing on strong expertise across paid social, influencer amplification, YouTube advertising, content planning and performance analytics. You’ll keep our brands visible, relevant and engaging to parents, gift buyers and young audiences year-round, with sharp focus on key seasonal trading periods.
Key Responsibilities:
- Develop and execute the annual digital marketing strategy aligned with business objectives, product launches and seasonal campaigns, creating integrated digital media plans across paid social, YouTube, influencer marketing and other performance channels.
- Build and manage campaign calendars to ensure consistent, effective consumer engagement year-round, working closely with brand, sales and retail marketing teams to align digital activity with wider commercial priorities and identifying emerging digital trends and platform opportunities relevant to the toy industry.
- Plan, implement and optimise paid social campaigns across Meta, TikTok, Snapchat and other relevant platforms, managing audience targeting, segmentation, retargeting and lookalike strategies, monitoring performance daily and developing testing frameworks for creative, audience and campaign optimisation to ensure campaigns are delivered on time, within budget and against agreed KPIs.
- Collaborate with influencer agencies, creators and internal teams to deliver impactful campaigns, developing amplification strategies that maximise reach and performance of influencer content through paid media, evaluating performance and recommending investment based on measurable results, and ensuring content aligns with brand guidelines and compliance requirements.
- Lead YouTube advertising strategy across awareness, consideration and conversion campaigns, managing video planning, audience targeting, budget allocation and optimisation, working with creative teams and agencies on engaging video assets, and analysing performance metrics to identify opportunities for improved efficiency and engagement.
- Own and maintain the digital content calendar across key channels, coordinating requirements with stakeholders, agencies and creative partners to ensure content supports brand objectives, seasonal priorities and product launch schedules, reviewing performance for continuous improvement.
- Establish clear KPIs and measurement frameworks for all digital activity, monitoring and reporting on campaign performance, acquisition, engagement and conversion metrics, analysing media spend effectiveness and producing regular performance reports for senior stakeholders using Google Analytics, Meta Ads Manager, YouTube Analytics and other tools.
- Alongside the Head of Marketing, manage digital marketing budgets effectively, forecast spend and performance against targets, and work with external agencies and media partners to negotiate and optimise campaign investment, maintaining accurate budget tracking and reporting.
What We’re Looking For:
- Proven experience in a Digital Marketing Manager or similar role, with strong hands‑on experience managing paid social campaigns across Meta, TikTok and other platforms, plus experience planning and managing YouTube advertising campaigns.
- Experience amplifying influencer content through paid media, with a strong understanding of audience targeting, customer journeys and digital funnel management.
- Excellent analytical skills using Google Analytics and advertising platform reporting tools, with demonstrable experience managing digital marketing budgets and delivering measurable ROI.
- Strong project management, organisational, communication and stakeholder management abilities.
- Experience within the toy, children’s products, entertainment or consumer goods sectors, with knowledge of UK advertising regulations relating to children’s products and marketing, and experience working with influencer marketing platforms and agencies.
- Commercially focused and results-driven, highly analytical with strong attention to detail, and a creative thinker with a passion for digital innovation.
- Strong collaborator and relationship builder, proactive and organised, capable of managing multiple projects simultaneously, and genuinely enthusiastic about consumer brands and the evolving digital landscape.
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