Role Purpose
TriStratus is seeking a hands on digital marketing leader to build and run a measurable inbound marketing function that generates real business inquiries.
The primary purpose of this role is to generate genuine inbound demand through digital marketing activity. Brand awareness is important, but secondary. This role requires someone who can take ownership of digital marketing outcomes, execute directly, improve performance over time, and build a more structured and repeatable marketing function.
Role Summary
The Head of Digital Marketing & Social Media is responsible for owning and executing TriStratus's external digital marketing presence from end to end.
This role leads the planning, execution, optimisation, and reporting of digital marketing activity across social media, paid campaigns, website conversion journeys, landing pages, SEO, content publishing, and brand execution. The role is accountable for generating real inbound inquiries, improving website to inquiry conversion performance, and managing paid campaign efficiency.
What This Role Is Not
This role is not a pure brand role.
This role is not an agency management role.
This role is not a strategy only role.
This is a hands on leadership role for someone who can personally execute campaigns, manage channels, improve landing pages, maintain tracking integrity, direct creative output, and drive measurable inbound demand.
Success in the Role
Success in this role means:
- building a repeatable and improving inbound demand generation function
- generating real inbound inquiries across the channels in scope
- improving website to inquiry conversion performance
- managing paid campaigns with commercial discipline
- using performance data to improve outcomes over time
- maintaining brand consistency across digital channels and collateral
- building a more structured and scalable marketing function
Key ResponsibilitiesDigital Demand Generation
- Own digital marketing activity with a primary focus on generating real inbound inquiries
- Build, execute, and improve campaigns across LinkedIn, Google Ads, Facebook Ads, and the company website
- Run integrated campaigns using organic content, paid media, landing pages, webinars, and website conversion pathways
- Identify activity that is not delivering results and make changes based on evidence
Social Media and Content
- Own the company's social media presence and publishing cadence
- Develop and execute the social media content calendar
- Write post copy, campaign messaging, and channel specific content in clear, commercially effective English
- Manage day to day community activity and escalate genuine sales inquiries to the Sales team
- Coordinate the promotion and publishing of leadership thought leadership content
Paid Campaigns
- Personally plan, launch, manage, and optimise paid campaigns across LinkedIn Ads, Google Ads, and Meta Ads
- Own campaign setup including targeting, copy, budgets, formats, conversion actions, and optimisation approach
- Run structured testing across copy, creative, audiences, and landing pages
- Improve cost per real inbound inquiry and overall campaign effectiveness
Website, SEO, and Conversion
- Own the company website as a marketing and conversion asset
- Personally build, edit, and improve WordPress landing pages, forms, and on page content
- Improve website to inquiry conversion rate through stronger messaging, structure, calls to action, forms, and user flow
- Own SEO execution including on page optimisation, metadata, and content improvements
- Ensure tracking integrity across ads, landing pages, forms, website events, GA4, GTM, and conversion events
Reporting, Brand, and Coordination
- Produce monthly marketing performance reports with analysis and recommendations
- Maintain marketing data hygiene including naming conventions, UTM discipline, and reporting consistency
- Maintain and strengthen brand consistency across digital channels and marketing collateral
- Lead the designer through clear briefs, direction, and approval standards
- Support digital promotion for webinars, customer events, and occasional partner activities
- Own the annual marketing calendar and campaign plan
- Document and improve what works so the function becomes more consistent and scalable
Decision Rights
This role owns day to day digital marketing execution within agreed business priorities and approved budget, including channel execution, campaign optimisation, content scheduling, website and landing page changes, and budget allocation within the approved plan.
Mandatory Experience
Candidates must have:
- at least 3 years of relevant hands on experience in digital marketing, demand generation, or performance marketing
- in house experience within an MSP or similar B2B managed IT or Microsoft services environment
- proven experience generating inbound inquiries for managed IT services, Microsoft 365, and Azure services
- hands on experience across both organic and paid demand generation
- hands on experience managing LinkedIn Ads, Google Ads, and Meta Ads
- hands on experience with WordPress, SEO, GA4, Google Tag Manager, and end to end conversion tracking
- hands on experience owning a full marketing calendar and campaign plan
- strong copywriting ability for B2B technology services
- excellent written English for MSP, Microsoft 365, and Azure audiences
- the ability to translate technical services into commercially clear marketing messages
- a proven ability to identify what is not working and improve outcomes through testing, optimisation, and course correction
- a proven track record of working independently with minimal direction
Candidates from non B2B, non technology sectors are not suitable for this role. Agency only backgrounds are not suitable for this role.
Preferred Experience
The following would be advantageous:
- experience with marketing automation platforms such as Zoho Marketing
- experience supporting webinar and digital event campaigns
- experience packaging case studies, testimonials, and customer success content
- experience improving marketing process structure and documentation
Evidence Required at Interview
Candidates must be prepared to:
- discuss specific campaigns they personally planned and executed
- explain the objective, actions taken, and results achieved
- show evidence of inbound inquiry generation
- discuss landing pages, paid campaigns, tracking setup, and optimisation decisions they handled personally
- provide references who can validate their role in the results presented
Other
This role may require occasional travel in support of company events, campaigns, or related marketing activity.
