Associate Director, Digital Growth & Panel Marketing

Job Description

The Digital Growth & Panel Marketing Associate Director is a key driver of our global panel acquisition and engagement strategy. In this role, you will lead the development and execution of innovative marketing campaigns designed to attract new members, retain existing participants and keep them actively participating in market research activities. You will take ownership of designing, testing, and refining panel marketing strategies that maximise acquisition, retention, and engagement, while delivering a seamless and intuitive user experience across multiple panel brands. Your work will not only boost participation but also generate measurable ROI, directly contributing to organisational growth and success.

Essential Duties and Responsibilities:

Team management responsibilities

• Manage, mentor, appraise and develop assigned staff, ensuring they are working effectively and meeting KPIs.
• Ensure SMART goals are set and achieved by the team
• Lead and manage a global panel marketing team, fostering a collaborative, high-performance culture.
• Develop and implement strategies to optimise team productivity, efficiency, and effectiveness.
• Provide mentorship and guidance to team members, promoting continuous learning and professional development.

Panel Marketing

• Overall responsibility for the design and deployment of strategies to grow and maintain the M3 Group panels in line with evolving business needs.
• Develop and execute marketing strategies to attract new research participants across multiple panel brands.
• Design and implement targeted campaigns across digital channels, managing multi-channel campaigns (social media, email, paid ads, SEO) and monitoring performance metrics and adjust strategies accordingly.
• Create and manage initiatives to retain existing members and increase market research participation.
• Develop programs with clear ROI to encourage repeat participation and long-term engagement.
• Use data-driven insights to optimise campaigns and improve ROI.
• Control the panel growth budget and measure engagement and acquisition by channel and tactic, ensuring that campaigns yield proportionate return on investment

User Experience

• Analyse and enhance the user journey to improve satisfaction and reduce churn.
• Collaborate with other teams to ensure a seamless end-to-end respondent experience.
• Innovate and improve the user journey, ensuring exceptional user experience across all panel touchpoints
• Support the design and implementation of a best in class rewards and incentives program designed to improve panel engagement

Brand Governance:

• Provide strategic oversight of panel brand governance by establishing, communicating, and driving adherence to brand management frameworks, policies, processes, and tools, ensuring consistent, compliant, and accurate brand representation across all stakeholder touchpoints and communication channels.
• Provide leadership on panel brand positioning and contribute to the long term vision of panel branding.

Content management:

• Provide strategic oversight of all panel content channels, including blogs, websites, social media, email communications, and multimedia assets, ensuring content quality, brand consistency, regulatory compliance, and alignment with panel growth objectives across all markets and brands.
• Own the performance and optimisation of content and SEO programmes, establishing KPIs, monitoring engagement, traffic, registrations, reactivations, conversion rates, and ROI, and using data-driven insights to continuously improve content effectiveness and audience growth.
• Lead the development of content governance, editorial standards, and growth strategies, working cross-functionally with Marketing, Digital, Design, and Panel teams to identify opportunities that increase brand visibility, strengthen audience engagement, and drive sustainable panel acquisition, retention, and lifetime value.

Qualifications

Education and Training Required:

• Bachelor’s degree in business administration, marketing, or a related field, or relevant experience; advanced degree preferred

Minimum Experience: 

• At least five years of professional experience managing market research panels, B2C marketing or membership marketing management
• At least five years of professional experience managing marketing or market research panel teams.

Knowledge, Skill, Ability:

• Proven experience in B2C marketing, ideally within membership or subscription-based models.
• Strong knowledge of digital marketing tools and platforms (SEO, PPC, social media, email automation).
• Strong leadership skills
• Exceptional written and verbal communication skills
• Self-motivated and driven with a passion for excellence
• Able to make decisions, take ownership, and accept accountability
• Strong ability to manage time and work independently
• Analytical mindset with the ability to interpret data and optimise campaigns.
• Familiarity with UX principles and user journey mapping.

Additional Information

Employee Benefits:

• 25 days annual leave
• Participation in a company bonus scheme linked to personal and company performance
• Group Life Cover 4x salary
• Pension 4%/4% employee/employer contributions
• Vitality health
• Staff discount scheme
• Discounted gym membership​

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