Digital Marketing Lead
DEPARTMENT: Digital & Communications
REPORTING TO: Chief Executive Officer
HOURS: 37.5 hours per week
LOCATION: National Headquarters and Training Centre, Cork
CONTRACT TERM: Full-time (Reduced hours considered)
PURPOSE OF ROLE
We’re looking for a thoughtful and energetic Digital Marketing Lead to help shape and deliver our digital strategy. This person will lead our efforts to grow awareness, donations, and engagement through digital channels - from website content and social media advertising to donor email campaigns and our online shop.
Working closely with colleagues across fundraising, communications, and client services, you’ll play a key role in helping us reach more people, tell our story effectively, and raise vital income to support our life-changing mission.
This is a strategic and hands-on role, ideal for someone who enjoys working across disciplines and is passionate about making a difference.
KEY RESPONSIBILITIES
Digital Strategy & Planning
● Lead the development of a digital marketing strategy that supports our goals in fundraising, awareness, and supporter engagement.
● Set clear digital KPIs, track performance across channels, and provide regular reporting with insights and ideas for improvement.
● Keep up to date with trends in the charity and digital marketing sectors and help us spot opportunities to innovate and improve.
● Manage the digital marketing budget, ensuring spend is aligned with impact.
Social Media Advertising
● Lead the planning and execution of paid social media campaigns to support fundraising and awareness goals.
● Create and test audience targeting, creative messaging, and ad formats across relevant platforms (e.g. Facebook, Instagram, LinkedIn).
Email Marketing
● Plan, deliver and optimise email campaigns to our supporters and donors with support from other stakeholders.
● Optimise segmentation and personalisation to improve relevance and impact.
E-commerce (Online Shop)
● Manage and optimise return from our online shop in collaboration with the fundraising teams.
Website Management
● Optimise management of the website while planning for future enhancements, new features, and content that support both our income goals and broader organisational needs.
● Use analytics to identify opportunities to improve the user experience and increase conversion in donations and supporters.
Search Engine Optimisation (SEO)
● Implement a sensible, practical SEO approach to improve visibility and income, particularly around campaigns, services, advocacy, and fundraising efforts.
Reporting and Analysis
● Provide reporting with clear KPIs demonstrating return on all activities.
● Contribute to a culture of learning and continuous improvement.
This list is non-exhaustive, and any further responsibilities will be communicated to you by your manager.
VALUES AND BEHAVIOURS
IGDB places great emphasis on how people get the job done. For example, we need people who are passionate about enabling people who are vision-impaired and families of children with autism to lead better lives and become more mobile and independent. Employees are expected to achieve these standards to fully meet the expectations of their role.
· Respect
o Treats Clients, Colleagues and Volunteers with equal respect.
o Is open-minded and tolerant of different views.
· Teamwork
o Supports a team environment which promotes wellbeing and maximises personal effectiveness.
o Communicates clearly and effectively with others.
o Strives to be supportive, consistent, and professional with Clients, Colleagues and Volunteers
· Optimism
o Is solution-focused and looks to bring a positive attitude to challenges.
o Celebrates wins and encourages others to do the same.
o Does not fear failure – believes we can all learn lessons for the next time together.
· Conscientiousness
o Takes pride in what is done and how it is done.
o Always presents a professional and capable manner in all tasks that are completed.
o Has a clarity of purpose, sets a good example for others.
o Is accountable for what is done and takes ownership for achievement.
· Integrity
o Leads by example.
o Is fair and consistent when working with Clients, Colleagues and Volunteers.
o Takes ownership of achievements and responsibility for failure.
· Excellence
o Strives to continuously improve own performance.
PERSON SPECIFICATION
Essential
● Proven experience in a digital marketing role, ideally with direct response marketing experience within the not-for-profit or purpose-led sector.
● Strong working knowledge of digital strategy, campaign planning, and multi-channel delivery.
● Experience managing or collaborating on website content and development (no need to code, but you understand how websites work and what makes them effective).
● Good understanding of SEO principles and how to apply them.
● Experience running email marketing campaigns, ideally using segmentation or automation tools.
● A solid grasp of how e-commerce platforms work and how to increase online sales.
● Experience running social media ad campaigns (e.g. Meta Ads Manager, LinkedIn).
● Confidence in using analytics platforms (e.g. Google Analytics 4) and turning data into insights.
● Excellent communication skills - written, verbal, and interpersonal.
● Strong organisational and project management skills.
● A genuine interest in the mission and values of the charity sector.
Desirable
· Experience with CRM systems or marketing automation platforms.
· Confidence using tools like Canva or Adobe Creative Suite for visual content.
· Experience working with agencies or freelance partners.
· A curiosity about how emerging tools like artificial intelligence might support or enhance digital marketing work.
QUALIFICATIONS
We welcome applications from candidates with a variety of educational and professional backgrounds. A degree in marketing, communications, or a related field is helpful, but not essential. (A digital marketing qualification would be an advantage.) Relevant certifications (e.g. Google Ads, CIM, HubSpot) are a plus.
PERSONAL ATTRIBUTES
· Strategic thinker with a hands-on mindset.
· Collaborative and open; enjoys working with others and building strong relationships.
· Comfortable juggling multiple projects and deadlines.
· Detail-oriented - knows when to prioritise progress.
· Motivated by purpose and impact.
Irish Guide Dogs for the Blind is an equal opportunity employer
Job Types: Full-time, Part-time
Benefits:
- Employee assistance program
- On-site parking
- Sick pay
Work Location: In person
