The Head of Digital Marketing will lead the evolution of our digital ecosystem, customer experience, and digital demand generation. This role is responsible for transforming our website and social platforms, owning marketing automation and the digital technology stack, enabling digital sales tools, and creating a holistic, data-driven view of the customer journey.
Operating at a senior leadership level, the role will ensure digital marketing drives measurable commercial impact while delivering best-in-class, customer-centric experiences.
Key Responsibilities
Evolution of the .com Experience & User Experience
- Own the strategic evolution of the company website.
- Lead improvements to UX, accessibility, performance, and conversion.
- Optimise digital journeys through insight and testing and constant evolution of the digital platform
Building Our Social Media Platforms & Engagement including third party advertising platforms
- Define and lead social media strategy across priority platforms.
- Drive engagement, reach, and relevance across organic and paid social.
- Build digital advertising platforms on paid liniked in, market places and third party content providers
- Optimize our SEO, AEO and PPC marketing plans
- Manage advertising budgets to cost per lead / lead volume / opportunity goals
Ownership of Marketing Automation & CRM (e.g. HubSpot)
- Own marketing automation platforms end-to-end.
- Design and optimise lifecycle, nurture, and email journeys.
Development of Digital Sales Tools (e.g. Digital Pitches)
- Lead the creation of scalable digital sales enablement tools.
- Partner with Sales to improve effectiveness and adoption.
Optimisation of Content & User Experiences
- Ensure digital content is aligned to audience needs and journey stage.
- Drive continuous optimisation across all digital touchpoints.
Building a Holistic View of the Customer Journey
- Create an end-to-end view of customer behaviour across digital channels.
- Provide insight, attribution, and reporting to senior stakeholders.
Additional Leadership & Strategic Responsibilities
- Own digital contribution to revenue, pipeline, and customer lifetime value.
- Lead the digital marketing technology ecosystem and integrations.
- Drive responsible adoption of AI and automation.
- Champion privacy-first, consent-based digital marketing.
Skills & Experience
Essential:
- Senior digital marketing leadership experience.
- Strong expertise in UX, marketing automation, social, and analytics.
- Commercial, analytical, and stakeholder leadership capability.
Desirable:
- Experience in complex or regulated environments.
- Experience leading digital transformation initiatives.
What Success Looks Like
- A high-performing, customer-centric digital ecosystem.
- Measurable pipeline and revenue impact from digital marketing.
- Strong engagement across social and owned channels.
- Sales supported by effective digital tools.
- Clear understanding of the customer journey across the organisation.
Skills Required
- Senior digital marketing leadership experience
- Strong expertise in UX, marketing automation, social, and analytics
- Commercial, analytical, and stakeholder leadership capability
What We Do
Waystone is the leading provider of institutional governance, risk and compliance services to the asset management industry. Partnering institutional investors, investment funds and asset managers Waystone builds, supports and protects investment structures and strategies worldwide. With over 20 years’ experience and a comprehensive range of specialist services to its name, Waystone is now supporting asset managers with more than US$2Tn in AUM Waystone provides its clients with the guidance and tools to allow them to focus on managing their investment goals with confidence
