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Job Title:  Senior Digital Marketing Officer   

Organisation: Uganda Tourism Board (UTB)

Duty Station:  Kampala, Uganda

Reports to: Marketing Manager

 

About the Company:

Uganda Tourism Board (UTB) is a statutory organization established by Uganda Tourism Board Statute of 1994 and reconstituted in the Tourism Act 2008 with the following Statutory Objectives:

• To promote and contribute to the Development of Tourism sector both within and outside of Uganda.
• To coordinate with the Ministry responsible for Tourism and the private sector in the implementation of the National Tourism policy.
• To carry out any other activities as are incidental or conducive to the attainment of the two objectives specified above.

 

Job Summary:   To develop and execute comprehensive digital marketing interventions across various online channels, like websites, social media, and email, to achieve UTB business objectives by maximizing brand awareness, lead generation, and customer engagement, while leveraging data analytics to optimize campaigns and stay ahead of emerging digital trends; essentially leading UTB digital marketing efforts with a strategic focus on results and continuous improvement.

 

Key Duties and Responsibilities:

KRA 1:  Digital Marketing Strategy

• Develop and implement digital marketing strategies
• Align digital campaigns with business goals and brand positioning
• Conduct market research and competitor analysis to identify trends and insights
• Optimize marketing automation processes.

KRA 2: Social Media Management

• Oversee day-to-day content creation and community management
• Monitor, engage, and grow social media followers across platforms
• Monitor, engage, and grow social media followers across platforms.
• Track social media performance and make data-driven adjustments.

KRA 3: SEO & SEM Optimization

• Conduct keyword research and implement SEO strategies to improve search rankings
• Manage and optimize paid search campaigns (Google Ads, Bing Ads).
• Collaborate with content teams to ensure SEO-friendly web content
• Collaborate with content teams to ensure SEO-friendly web content
• Track and report SEO and SEM performance using analytics tools

KRA 4: Content Development, management and Marketing

• Plan and create engaging content for Website posts, and socials in all formats (videos, Graphics and text).
• Ensure content is aligned with the overall marketing strategy and brand voice
• Collaborate with designers and writers to produce high-quality content
• Track content performance and optimize based on insights
• Plan the development, Management, and maintenance of all Digital content to maintain its quality, readiness, and integrity

KRA 5: Email Marketing Campaigns

• Develop and execute email marketing campaigns to nurture leads and engage customers
• Segment mailing lists and personalize emails for higher engagement
• Analyze email campaign performance and provide detailed reports

KRA 6: Performance Analytics

• Track, analyze, and report on digital marketing KPIs such as traffic, conversion rates, and ROI.
• Use tools like Google Analytics, SEMrush, and HubSpot to gather insights
• Set up dashboards for real-time performance monitoring
• Provide recommendations for optimizing digital marketing efforts based on data insights

KRA 7: Paid Advertising (PPC)

• Plan, execute, and manage paid digital campaigns across platforms (Google Ads, Facebook, LinkedIn
• Conduct A/B testing on ads for optimal performance
• Monitor campaign budgets and ensure maximum ROI.
• Generate detailed reports on paid campaign performance.
• Develop UTB’s digital marketing strategy and the annual workplan

KRA 8: Team Collaboration & Leadership

• Lead and mentor the marketing team and staff on the trends and use of the digital platforms.
• Collaborate with staff for cohesive marketing efforts.
• Manage external agencies and freelancers for specialized marketing tasks.
• Provide regular performance reviews and feedback to the team.
• Lead and mentor the marketing team and staff on the trends and use of the digital platforms.
• Establish and manage relationships with influencers, bloggers, and content creators who can promote Uganda’s tourism offerings on digital platforms
• Positive brand mentions and coverage from influencers

 

Key Performance Indicators

• Websites content management: Ensure content on the website is updated constantly to increase in organic and paid website traffic.
• Conversion Rate: Improvement in conversion rates from marketing channels (email, PPC, social media).
• Lead Generation: Growth in the number of qualified leads generated through digital channels.
• Social Media Engagement: Increase in engagement metrics (likes, shares, comments, followers).
• SEO Ranking: Improvement in rankings for targeted keywords.
• Return on Investment (ROI): Positive ROI on digital marketing campaigns.
• Email Open and Click-Through Rates: Increased engagement with email marketing.
• Ad Campaign Performance: High-quality score and optimal CTR (Click-Through Rate) for paid ads.
• Customer Retention: Improvement in customer retention through targeted digital marketing efforts.
• Brand Awareness: Increased brand visibility and recognition across digital platforms.
• Timely performance reports (weekly, monthly, quarterly and annually)
• One annual digital marketing strategy and 4 quarterly digital marketing plans
• One digital marketing campaign planned per quarter
• 15% month on month growth in social media activity (page fans, post reach and engagement)
• 15% month on month growth in website traffic

Qualifications, Skills and Experience:

• An Honour’s Bachelor’s degree in Marketing, Business Administration, Commerce, e-business, International business or in a technical or analytical discipline as Math or Computer Science from a recognized University/ Institute.
• Master’s degree in any of the above fields from a recognized University/ Institute.
• Professional qualification, or evidence of training/development in digital marketing, Post Graduate Diploma/Certificate in Digital Marketing, social media & Analytics.

Experience

• At least 5 years’ work experience in marketing with at least 3 years’ bias in Digital Marketing.

Key Competences

Technical Competencies

• Ability to develop, execute, and optimize long-term digital marketing strategies that align with overall business objectives of UTB.
• Proficient in using analytics tools (e.g., Google Analytics, SEMrush) to track KPIs and make informed marketing decisions.
• Capability to derive insights from data to optimize marketing strategies and improve performance.
• B2B or B2C marketing, including setting up and managing paid digital advertising.
• Expertise in planning, executing, and managing digital campaigns across various platforms, including social media, SEO, SEM, email, and PPC.
• In-depth knowledge of search engine optimization (SEO) strategies and search engine marketing (SEM) techniques to improve search rankings and website visibility.
• Ability to develop and oversee the creation of high-quality, engaging content across multiple formats (videos, graphics).
• In-depth knowledge of various social media platforms, best practices, and website analytics.
• Solid understanding of HTML, CSS, and JavaScript is required.
• Experience working directly with developers to implement designs
• Expertise with standard digital design tools, including Sketch, Adobe Illustrator, Adobe Photoshop, Adobe XD, InVision, etc.
• Ability to manage and update digital assets such as websites, social media accounts and apps

Behavioural/Generic Competencies

• High level of Integrity and team work.
• Innovativeness and problem-solving skills
• Ability to lead the formulation and development of strategies, plans and programs,
• Ability to analyze the digital landscape, and agency work plans and reports
• Proven ability to manage the development, storage and distribution of digital content
• Detailed understanding of key digital marketing channels & media
• Ability to lead the development of digital marketing projects
• Ability to coordinate with advertising and media experts to improve marketing results.
• Ability to work with a team to brainstorm new and innovative growth strategies.

 

How to Apply:

Interested and eligible Ugandans who meet the above requirements are invited to apply. Application with detailed CV (with email, telephone contact and postal address), plus copies of all academic certificates and transcripts, testimonials, past appointments copy of National identity card, contact details (telephone, postal and email addresses) of three competent referees should be sent by courier or hand delivered to the address below.

 

Chief Executive Officer

Uganda Tourism Board

Plot 42, Rotary Avenue (Lugogo Bypass)

6th Floor Lugogo House,

P.O. BOX 7211 KAMPALA

TEL. +256 414 342196/7 Fax +256 414 342 188

E-mail: utb@utb.go.ug

 

Deadline: 21st March 2025 by 5pm

 

Please note that only shortlisted candidates will be contacted

 

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