Reports to: Marketing Director
Line manages: Social Media & Content Officer
Works closely with: Senior Marketing Manager, Marketing Manager, ticketing, web developers, media agencies, producers and partners
Salary: From £38,000/annum
Contract: Full-time, permanent (new role)
Location: Underbelly head office, Hatton Garden, London; regular time on site at events; some travel depending on projects; some evening and weekend work
About Underbelly
We don't follow the herd. We're committed to creating the freshest events.
Underbelly is a major UK-based live entertainment company, founded in 2000. We produce and programme acclaimed theatrical productions, live events, festivals and cultural experiences across the UK and internationally, often in site-specific and unconventional locations.
Purpose of the role
To lead Underbelly's digital marketing across all events and shows: driving ticket sales through paid and owned digital channels, building our audience data, and making sure every campaign is digitally joined up, measurable and efficient.
Key responsibilities
Digital strategy
- Develop and own Underbelly's digital marketing strategy, aligned to the overall marketing plan and sales targets.
- Set digital KPIs for each campaign and the year, and report against them.
- Keep the team ahead of platform changes, new channels and best practice.
Paid media
- Plan, build, run and optimise paid social and search campaigns across Meta, TikTok, Google and other relevant platforms, in-house or with agencies.
- Manage digital media budgets and maximise return on ad spend across the portfolio.
- Own tracking, pixels and conversion measurement with ticketing partners and web developers.
Websites, email and CRM
- Manage Underbelly's websites, working with developers on content, user journeys, SEO, accessibility and conversion.
- Lead email marketing: calendar, segmentation, automation, testing and performance.
- Grow and use audience data responsibly, ensuring GDPR compliance across all digital activity.
Social and content
- Lead social media strategy across Underbelly and event channels, with the Social Media & Content Officer.
- Line manage, develop and support the Social Media & Content Officer.
- Brief and support content shoots, influencer and creator partnerships, and on-site capture.
Analytics and insight
- Own digital reporting, using GA4, platform analytics and ticketing data.
- Share clear, actionable insight with the Marketing Director, campaign team and producers.
- Lead post-campaign digital evaluation and use learnings to improve future campaigns.
Collaboration
- Act as digital lead for the campaign team, translating campaign plans into digital activity.
- Advise producers, partners and visiting companies on digital approach where relevant.
- Champion accessible, inclusive digital practice.
Person specification
Essential
- At least three years' digital marketing experience, including hands-on paid social and search management
- A track record of driving sales or conversions through digital channels, with results to show
- Experience managing websites (CMS) and email platforms
- Strong analytics skills: GA4 or similar, conversion tracking, reporting
- Good understanding of social media platforms and content trends
- Experience managing digital budgets
- Excellent organisation and communication; able to explain digital clearly to non-specialists
Desirable
- Experience in live events, arts, entertainment, festivals or ticketed experiences
- Line management or mentoring experience
- Experience with CRM or ticketing systems (for example, Red61, Spektrix, Ticketmaster or similar)
- Experience managing digital agencies
- Meta or Google Ads certification
- Basic design or video editing skills