£45-48k per annum, 35 hours per week. 

Main purpose of role

The core purpose of this role in line with Drinkaware’s five year strategy, is to:

  • Act as Product Owner for Drinkaware’s suite of digital products, across web and mobile technologies
  • Be responsible for the management, optimisation and performance of Drinkaware’s key digital platforms – most notably the Drinkaware website

Manage organisational SEO and content outreach strategy to help us achieve our individual engagements target

Role interfaces with

  • Marketing and Business Development teams
  • End user requirements
  • External digital agencies
  • Online platform
  • Digital content creation

Key Responsibilities 

As Digital Product Owner you will help define and implement the roadmap for our suite of digital products which reach over half a million people every year. You will work with teams across the organisation, using robust quantitative and qualitative data, customer insight and business need to define and shape our vision for each product and associated execution plans. Your primary focus will be to achieve our reach and engagement targets across our web and mobile products. 

Define an organisation-wide digital backlog(s), prioritising the work needed to achieve our digital roadmap, minimise technical debt, and deliver our integrated communication and marketing plans in a multi-vendor landscape. 

Influence stakeholders to buy-in to product roadmaps and implementation plans, explaining any prioritisations and trade-offs and gaining their commitment to delivery. Hold regular stand-ups with multidisciplinary to communicate above. 

Support the Director of Digital to implement digital techniques, tools and best practices that facilitate agile delivery using multi-disciplinary teams, including, for example, stand-ups, user testing, UX reviews etc. 

Optimise the performance of our digital products to ensure we achieve reach and engagement targets and are able to demonstrate impact.  Use your experience and understanding of SEO to deliver/commission (though third-parties) the content required to drive reach and deliver our communication plans. 

Work alongside digital suppliers and Marketing colleagues to optimise performance of our digital channels, feeding into digital marketing strategy for our owned properties – SEO, PPC, email etc., to meet organisational reach and engagement targets. Embed the importance of SEO as a consideration across the organisation. 

Responsible for site updates via the CMS directly in either an execution or sign-off capacity. 

Support the Director of Digital in ensuring our GDPR compliance requirements are achieved. 

Provide oversight, and manage where required, digital channel performance dashboards to track and monitor performance. Ensure consistency of reporting and identify insights and trends across the collective dashboards.

Inspire, lead and develop the Digital Executive, establish their priorities and objectives, monitor the quality of their work and oversee their professional development. Model, work by and promote the Drinkaware Values. 


Qualifications and Experience

  • Educated to degree level ideally in a digital marketing, communications or technology discipline
  • Demonstrable experience of managing large, public facing, successful websites, apps and tools in agile environments
  • Experience analysing user and business needs and translating these into backlog items with clear acceptance criteria
  • Experience building/enhancing digital products in a Product Owner capacity
  • Experience managing digital content for a consumer facing, marketing focussed organisation where content marketing is key to communications strategy
  • Demonstrable experience of managing contracts with external suppliers
  • Proven effectiveness as a line manager
  • Specific experience of translating content strategies in specific plans and executing these plans in complex stakeholder environments
  • Experience commissioning engaging written, video, infographic and photographic content as well as being able to produce high-quality content themselves.
  • Has been responsible for owning the style and tone of digital content – and comfortable with making ‘buck-stops-here’ decisions on approach
  • Has worked extensively with content management systems
  • Excellent knowledge of digital marketing – SEO, PPC and emails.  Experience developing customer journeys also advantageous.
  • Solid understanding of how to effectively use analytics across all platforms to gain useful insight.

Skills and aptitude

  • Understanding of digital delivery techniques in an agile environment. Highly skilled in website and digital technologies including Content Management Systems, user analytics platforms, social media techniques
  • Sound editorial and organisation judgment, with a strategic approach to content development 
  • Impeccable writing/editing and proofing skills
  • Ability to construct and manage a significant budget
  • Excellent attention to detail
  • Highly skilled in the use of Content Management Systems
  • Ability to use Google Analytics, Flurry, Mixpanel, Social Bro, Radian 6 or similar, to produce reports and analyse trends in web and social media
  • Excellent communicator - ability to explain complex  matters in layman's terms
  • Ability to effectively manage time and multiple demands on both yourself and line reports

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