Global Digital Marketing & Content Manager

Job description

Position Title: Global Digital Marketing & Content Manager Location: Remote Coats is a world leader in thread manufacturing and structural components for apparel and footwear, as well as an innovative pioneer in performance materials. These critical solutions are used to create a wide range of products, including ones that provide safety and protection for people, data and the environment. Trusted by the world's leading companies to deliver crucial, innovative, and sustainable solutions, we provide value-adding products including apparel, footwear and speciality threads.With a proud heritage dating back more than 250 years and a spirit of evolution to constantly stay ahead of changing market needs, we have operations across 50 countries with a workforce of over 17,000, serving our customers worldwide. Role Purpose: The Digital Marketing Manager leads the planning, development, execution and measurement of Coats' global digital marketing strategy and content activity, translating business, company and brand priorities into audience-led strategies across our global website, LinkedIn, search, content and performance measurement. This is a strategic and hands-on role in a small but scrappy global Brand & Communications team. The role requires strong B2B marketing judgement, excellent written and verbal communication, content strategy and execution capability, end-to-end website ownership, performance insight and great stakeholder management. The successful candidate must develop clear, strategic recommendations on our digital marketing approach, create and manage content, advise stakeholders with trust and credibility, and work closely with divisional marketing and commercial teams to translate customer needs, value propositions and business priorities into effective digital marketing programmes. They use AI to do more and unlock new opportunities but still employ critical thinking across their work and do not accept AI ‘slop’ as final written work. Principal Accountabilities and Key Activities: 1. Global Digital Marketing Strategy Develop and manage a global digital marketing plan aligned to Coats business priorities, brand narrative and communications strategy, telling the Coats Masterbrand story. Translate business priorities and communications strategy into practical channel plans across websites, social (LinkedIn), search, and digital marketing campaigns. Contributes to and influences annual planning, campaign priorities, channel investment decisions and marketing effectiveness reviews. Build practical playbooks / toolkits and governance to support regional / divisional marketing teams. Define priorities, KPIs and success measures for digital marketing activity. 2. Content Strategy & Content Engine Own digital content strategy across priority internal / external channels, ensuring content is audience-led, commercially relevant, brand-consistent, high quality and measurable. Develop and maintain master editorial calendar across LinkedIn, website, campaign content and priority global marketing moments. Create, commission, edit and manage content including LinkedIn posts, articles, case studies, landing pages, customer stories, infographics, video briefs, emails and campaign assets. Build content guidelines, editorial standards / governance, messaging frameworks and QA processes. 3. LinkedIn & Social Media Strategy Lead global LinkedIn strategy across paid and organic activity. Manage LinkedIn content planning, publishing, governance and performance improvement. Support executive visibility and thought leadership with strong messaging, content ideas and stakeholder guidance. Use LinkedIn insights to improve content quality, audience engagement and channel effectiveness. 4. Website Strategy, Governance & Optimisation Own Coats website as a strategic marketing and communications platform, improving clarity, navigation, user journeys and conversion pathways. Manage routine website updates independently and accurately through the CMS. Develop and maintain strong governance processes for content review, publishing, QA, maintenance and compliance. Lead agency and technology partners where specialist support is required, while maintaining internal ownership of routine website and content activity. 5. Search, AEO/GEO & Discoverability Lead SEO, AEO/GEO and search discoverability strategy as part of broader content and website strategy. Use keyword, audience and search insight to inform content planning and website optimisation. Ensure priority content is structured for search engines and AI-powered answer environments. Balance technical optimisation with clear messaging, user experience and business relevance. 6. Measurement, Reporting & Insight Define and manage KPIs across the website, LinkedIn, campaigns, content and search. Use Google Analytics, LinkedIn analytics, search tools and CRM / marketing automation data to evaluate performance. Produce concise, insight-led performance reports for marketing and communications leaders. Translate data into actionable recommendations that influence marketing investment decisions, content priorities, customer journeys and channel strategy. Provide strategic performance reviews and recommendations that inform senior leadership decision-making, investment prioritisation and future marketing direction. Influence agency, martech and paid-channel investment decisions, ensuring spend is linked to measurable business, brand and customer outcomes. 7. Stakeholder Collaboration & Communication Operates as a digital marketing centre of excellence for Coats, raising capability, consistency and performance across regional and divisional marketing teams. Communicate complex digital topics simply and clearly to non-technical stakeholders. Provide senior-ready recommendations using clear business language. Closely partner with Brand & Communications, commercial, product, divisional, regional, investor relations and technology stakeholders. Education, Qualifications and Experience: Essential 8-10+ years' experience in B2B digital marketing, content strategy and channel management. Proven experience developing digital marketing strategies linked to business/commercial priorities. Experience leading enterprise-wide digital marketing programmes, cross-functional governance and/or digital marketing centre-of-excellence initiatives. Strong content strategy, editorial planning, copywriting, editing and content quality judgement. Experience managing corporate websites, CMS platforms, SEO, UX, landing pages and content governance. Strong understanding of LinkedIn strategy, B2B thought leadership and social content performance. Experience using analytics to generate insights and recommendations. Ability to communicate clearly with senior stakeholders and translate technical topics into clear and simple business language. Strong project ownership, prioritisation, quality management and high proficiency in written and spoken English. Highly organised, with strong project management and prioritisation skills. Someone who demonstrates ownership in everything they do. Comfortable working at pace and managing multiple priorities. Desirable Experience in manufacturing, industrial, apparel, footwear, textiles, materials, chemicals or other complex B2B sectors. Experience with CRM and marketing automation platforms such as HubSpot. Experience with AEO/GEO, AI search readiness and structured content. Experience creating executive thought leadership or corporate communications content. Experience developing global playbooks, toolkits or content governance models. Experience managing external agencies, content partners and technology suppliers with clear commercial accountability. At Coats Group, we are committed to innovation, excellence, and fostering a diverse and collaborative environment where every team member can thrive. If you are passionate about making an impact in the textile industry and eager to join a global leader with a rich heritage and a forward-thinking approach, we invite you to take the next step in your career with us. Apply now to be part of our dynamic team and help shape the future of textiles.