UK Digital Leader - Associate Director- BMC

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UK Digital Leader - UK EY.com Lead

Branding, Marketing and Communications (BMC)

Level 4: Associate Director (Senior Manager)

Location: Regional (Outside London)

Hybrid working: Currently minimum one day per week in the office

A unique opportunity to redefine the digital presence of a Big 4 professional services firm in the UK, transforming ey.com to become a powerful platform that demonstrates how we are shaping the future with confidence for our clients.

The opportunity 

Our clients are navigating a complicated world.  Tumultuous geo-politics, rapidly evolving technology, changing demographics and the challenge of responsibly approaching sustainability lead to incredibly challenging problems.  EY has ambitious growth targets, which we will deliver by helping our organisations shape the future with confidence.  Our teams provide the bold thinking, deep sector expertise and brilliant solutions that enable our clients to solve their biggest problems and thrive.

Our strategy in the UK is laser focused around these issues.  This is role is for a creative, driven and experienced digital leader who can transform EY.com in the UK to give an incredible client experience that makes us discoverable, lands our messages, build consideration and converts site visits into conversations.

The UK Digital Leader will lead a team of 14 people across the UK and India and will be accountable for transforming the UK EY.com site, planning designing, creating and delivering a UK digital experience for our clients, following Global web guidelines.  This will include understanding the firm’s strategy, using data to set recommendations for UK content and experience strategy, working with business and brand, marketing and communications (BMC) stakeholders to agree content strategy, leading on content creation and build, measuring and continuously optimising the site.  The role will also keep close to developing technology and develop use cases.

Your key responsibilities 

Strategy

• Agree clear objectives with business and BMC stakeholders for how ey.com will support brand and sales for our priority products and services
• Create data-based strategy for content and journeys needed to maximise traffic and engagement with ey.com/uk, fully aligned to our priority products and services and key corporate updates.  This includes content strategy, site performance, SEO and competitor analysis
• Recommend client journeys and target actions, ensure alignment with sales or other teams, deliver and measure response
• Manage inbound requests for ey.com content and prioritise to focus on those that support the business strategy or are required for regulatory purposes
• Identify and proactively implement AI tools that can help identify the most relevant, distinct and engaging EY.com content to support the UK strategic ambition 

Site management

• Work with business stakeholders to ensure that product and service pages are up to date, including value propositions, descriptions, contact details and thought leadership
• Work with the Global firm to maintain taxonomy and all technical aspects of the site
• Ensure smooth running of the site – eg removal of broken links

Content design, build and creation

• Lead a team of Digital Portfolio Managers, who are accountable for working with the business to agree plans for priority products, four service lines (assurance, consulting, strategy and transactions, tax and law), and the appropriate corporate or regulatory-required content, based on data, insight and stakeholder input
• Ensure a clear view of Global content pipeline and work with Digital Portfolio Managers and BMC to agree what is to be inherited and activated in the UK
• Lead a team of Digital Content Managers who will be responsible for all content on the site, either by editing inputs from the business, localising Globally created content or developing new materials.  This will involve ensuring that they have a full pipeline of work to deliver relevant content (words and imagery) 

Deliver all regulatory required content withing tight timeframes (eg administration pages, legally required transparency/ audit quality reports)

Lead a team of page builders with a clear schedule for building and publishing materials

Ensure that all content on ey.com/uk meets brand standards, whilst simplifying the process for the business

Champion the use AI tools to make the process of developing messaging and drafting copy more efficient, whilst using human skills to ensure distinctive, engaging content.

Measurement

• Deliver regular performance updates to the business on site performance, including traffic, search rankings, on-site behaviour and competitor benchmarking.
• Ensure that the Digital Portfolio Managers share data with key stakeholders and translate into recommendation for site changes or content

Innovation and digital knowledge advocacy

• Keep on top of technology advances – eg search implications of AI – and make recommendations for how this impacts ey.com/uk
• Lead the development of AI tools that can help simplify digital processes
• Lead the development of test and learn programmes

Team leadership

• Build and lead a high performing digital team who are knowledgeable, collaborative, innovative and constantly striving to deliver excellence across our digital platforms.
• Build strong working relationships with Global BMC and EMEIA colleagues, influencing and helping to shape the digital strategy and future investment.

Skills and attributes for success 

• Strategic leadership mindset – able to proactively set a vision for how ey.com can drive our growth ambitions and energise the team and the business around delivering it
• Deep stakeholder management skills – able to communicate vision and gain consensus, both for what should and shouldn’t be done

Creative thinking and problem solving – and has the presence and to lead the team to deliver the best digital experience whatever the challenge

Excellent technical knowledge of website strategy, development, delivery and measurement

Continuous learning and development, staying on top of emerging technology and identifying opportunities for EY

Experience of leading content creation teams and producing compelling materials that support commercial objectives.

Experience of setting editorial decision making process, and running quality control with an emphasis on making this as simple as possible for business stakeholders

Excellent people leadership, with a track record of managing teams across disparate locations, driving their personal development, and ensuring delivery of a complex workload in a sometimes pressured environment

Ability to work in a high pace, agile environment, managing multiple priorities effectively

Demonstrable experience of aligning website objectives with commercial strategy and outcomes

To qualify for the role you must have

• Proactive, problem-solving mindset and the resilience to lead a transformation programme in a complex organisation.
• Established experience in a similar role (a degree in a relevant field or relevant professional qualifications are welcome but not essential as candidates will be assessed first and foremost on experience).
• Exceptional technical knowledge and experience of website design (preferably Adobe AEM), UX, SEO and marketing automation, plus experience of leading digital content creation teams.
• A strong track record in leadership and strategic management
• Experience of working in large/matrix B2B organisations, with the ability to balance multiple stakeholder requirements

What we look for 

We are looking for a positive-minded, capable, creative, and ambitious digital leader, who has the vision, presence and ability to redefine the role of ey.com in the UK and transform our digital presence for our clients.

What we offer 

We offer a competitive remuneration package where you’ll be rewarded for your individual and team performance. Our comprehensive Total Rewards package includes support for flexible working and career development, and with MyReward you can select benefits that suit your needs, covering holidays, health and well-being, insurance, savings and a wide range of discounts, offers and promotions. Plus, we offer:

• Continuous learning: You’ll develop the mindset and skills to navigate whatever comes next. 
• Success as defined by you: We’ll provide the tools and flexibility, so you can make a meaningful impact, your way.
• Transformative leadership: We’ll give you the insights, coaching and confidence to be the leader the world needs.
• Diverse and inclusive culture: You’ll be embraced for who you are and empowered to use your voice to help others find theirs. 

Please note 

Prior to finalizing your application, you will be asked to provide personal information across several dimensions of diversity and inclusiveness. The information you provide is kept entirely confidential and will not be used to evaluate your candidacy. We collect this data to help us analyse our recruitment process holistically and implement actions that promote diversity and inclusiveness. While optional, we encourage you to provide this information to hold us accountable towards our goal of building a better working world. Read more about our commitment to diversity & inclusiveness here. We ask because it matters!  

If you can demonstrate that you meet the criteria above, please contact us as soon as possible. 

Shape your future with confidence.

Apply now.  

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