Digital Performance & Growth Manager

Digital Audit & Optimisation

• Audit and optimise WFS’s full digital presence: website, social platforms, landing

pages, newsletters, and distribution channels.

• Identify performance gaps, friction points, and missed opportunities across the user

journey.

• Ensure all digital assets are up to date, coherent, technically sound, and optimised

for conversion.

Channel Strategy & Distribution

• Define the strategic role of each digital channel based on business objectives and

target audiences.

• Determine what each platform should achieve (e.g. event registrations, lead

generation, brand authority, community growth).

• Define channel-specific packaging requirements for content (formats, lengths,

visuals, cadence), working with the communications team who owns messaging.

• Continuously test, refine, and optimise channel strategies.

Paid Media & Performance Marketing

• Own the paid media strategy across Google Ads and other platforms as required

(LinkedIn Ads, Meta, etc.).

• Align campaigns with business goals: event registrations, partnership leads, brand

awareness in key markets.

• Monitor execution, analyse performance, optimise budgets, and maximise ROI.

• Define audience segmentation and targeting strategies.

SEO & Web Performance

• Own SEO strategy and web performance optimisation.

• Analyse traffic sources, behaviour, and conversion paths.

• Define keyword strategies and provide SEO and technical guidance to the

communications and web teams.

• Improve website performance to convert visitors into attendees, partners, and

community members.

LLM & AI Search Optimization

• Monitor and optimise WFS's visibility in AI-powered search platforms (ChatGPT,

Claude, Perplexity, Gemini, etc.)

• Ensure WFS content is structured and packaged for accurate retrieval by LLMs

• Track how WFS is represented in AI-generated responses and identify gaps or

inaccuracies

• Define strategies to improve presence in AI search results and conversational

platforms

• Stay ahead of emerging AI search behaviour and optimization best practices

Analytics, Measurement & Reporting

• Define KPIs and success metrics for all digital channels.

• Set up tracking frameworks, dashboards, and reporting systems.

• Analyse performance against targets and translate data into actionable insights.

• Regularly report results and recommendations to leadership.

AI, Automation & Tooling

• Identify, test, and implement AI and automation tools that improve efficiency and

performance.

• Continuously look for opportunities to scale impact while saving time and resources.

Platform Trends & Innovation

• Stay ahead of platform changes, algorithm updates, and evolving user behaviour.

• Monitor emerging channels, formats, and technologies.

• Proactively recommend what WFS should test, adopt, scale, or ignore.

• Apply tools for analytics, SEO, audience segmentation, CRM integration, and

workflow automation.