DIGITAL MARKETER
Location: Cape Town, South Africa
Department: Marketing
Reports to: Management
ROLE OVERVIEW
We are looking for a dynamic, commercially minded and digitally focused Digital Marketer to take
ownership of SWAGG's digital marketing, e-commerce and online customer acquisition activities.
This is a hands-on, multi-disciplinary role responsible for managing and growing SWAGG's digital presence,
driving online sales, developing marketing campaigns, managing digital advertising, creating content,
analysing performance and continuously improving the customer journey across our digital channels.
The successful candidate should be comfortable working across both strategy and execution, with a
strong understanding of e-commerce, paid media, social media, email marketing, SEO, analytics and digital
technology.
KEY RESPONSIBILITIES
1. Digital Marketing Strategy
Develop and execute SWAGG's overall digital marketing strategy in line with business and sales
objectives.
Develop annual, seasonal and campaign-specific digital marketing plans.
Identify opportunities to grow brand awareness, customer acquisition, engagement and revenue.
Manage the digital marketing calendar across campaigns, product launches, promotions and
seasonal activity.
Coordinate digital activity across multiple channels to ensure consistent brand messaging.
Monitor digital marketing trends, technologies, competitors and opportunities.
Continuously test and optimise marketing strategies based on performance data.
2. E-Commerce & Shopify Management
Take day-to-day ownership of SWAGG's e-commerce website.
Manage and optimise the Shopify store, including products, collections, navigation, menus,
merchandising and promotional content.
Create and maintain product pages, product descriptions, imagery and online merchandising.
Manage new product launches and ensure products are correctly presented across the website.
Implement and manage promotional campaigns, discounts, bundles and promotional mechanics.
Monitor website functionality and identify and resolve issues affecting the customer experience or
conversion.
Manage and evaluate Shopify apps and third-party integrations.
Continuously improve the website customer journey and conversion rate.
Work with relevant internal/external partners when technical development is required.
Ensure the website remains aligned with current brand positioning and commercial priorities.
3. Paid Digital Advertising
Google Ads
Plan, create, manage and optimise Google Ads campaigns.
Manage Search, Performance Max and other relevant campaign types.
Conduct keyword and search-term research.
Develop ad copy, headlines, descriptions, sitelinks and other campaign assets.
Manage budgets and monitor advertising spend.
Analyse ROAS, conversion rates, revenue and campaign profitability.
Continuously optimise campaigns based on performance.
Identify opportunities to expand and improve paid search activity.
Meta Advertising
Plan, create and manage Meta advertising campaigns across Facebook and Instagram.
Develop campaign objectives, audiences and targeting strategies.
Create and test advertising copy and creative concepts.
Monitor campaign performance, spend, ROAS and revenue.
Optimise campaigns and audiences based on performance data.
Support promotional, product launch, awareness and retargeting campaigns.
4. SEO
Manage SWAGG's ongoing SEO activity.
Conduct keyword and search-intent research.
Optimise product pages, collection pages, website content and metadata.
Develop SEO-friendly product descriptions and website copy.
Manage technical and on-page SEO requirements.
Monitor organic search performance and identify opportunities for growth.
Work with SEO tools and Shopify SEO applications.
Ensure new products and website content are appropriately optimised for search engines.
5. Email Marketing & CRM
Manage SWAGG's email marketing programme.
Plan and execute email campaigns through Mailchimp.
Develop promotional, product launch, seasonal and customer communication campaigns.
Write and coordinate email copy and creative.
Manage email campaign scheduling and deployment.
Monitor email performance including open rates, click-through rates and conversions.
Identify opportunities to improve customer retention and repeat purchases.
Develop and improve customer communication journeys and CRM activity.
Test different messaging, creative and offers to improve performance.
6. Social Media & Content
Manage SWAGG's social media presence across relevant platforms.
Develop and maintain the social media content calendar.
Create and publish content for product launches, campaigns, promotions and brand activity.
Develop social media captions, campaign messaging and calls-to-action.
Coordinate content around new products and collections.
Develop engaging and commercially effective social media content.
Monitor social media performance and engagement.
Identify relevant trends and opportunities for content.
Ensure all content remains consistent with SWAGG's brand identity and positioning.
7. Creative & Content Production
Develop creative concepts for digital campaigns.
Assist with the creation of digital advertising and social media assets.
Produce and edit marketing content where required.
Work with photography, video, graphic design and AI-assisted creative tools.
Manage and optimise product imagery for use across digital channels.
Develop digital assets including promotional graphics, icons, banners and campaign materials.
Provide creative direction for campaigns and product launches.
Ensure creative assets are suitable for different platforms and digital placements.
8. Product Launches & Campaign Management
Manage the digital marketing rollout of new product launches and collections.
Develop launch messaging, creative, email, social media and advertising campaigns.
Coordinate website updates and product merchandising for launches.
Develop supporting promotional content.
Track performance following product launches.
Manage seasonal marketing campaigns and promotional periods.
Develop and execute major promotional campaigns including sales, clearance campaigns and
special offers.
9. Analytics, Reporting & Performance
Monitor and analyse digital marketing and e-commerce performance.
Track revenue, advertising spend, ROAS, conversion rates and other key performance indicators.
Analyse performance across Google Ads, Meta, Shopify, GA4 and other digital platforms.
Develop and maintain marketing reports and dashboards.
Use data to identify trends, opportunities and areas requiring improvement.
Provide management with regular performance insights and recommendations.
Evaluate the commercial return of marketing activity.
Use data to guide future campaign, budget and marketing decisions.
Continuously improve measurement and reporting capabilities.
10. Website Conversion & Customer Journey
Monitor the online customer journey from acquisition through to purchase.
Identify opportunities to improve website usability and conversion.
Analyse customer behaviour and website performance.
Test website content, merchandising, offers and calls-to-action.
Improve product discovery and navigation.
Ensure the online shopping experience is simple, effective and aligned with customer expectations.
Identify barriers to purchase and recommend improvements.
11. AI Implementation & Innovation
Identify opportunities to implement AI across SWAGG's marketing, e-commerce and business
operations.
Research, evaluate and implement AI tools and technologies that can improve efficiency, productivity
and commercial performance.
Identify repetitive, time-consuming or manual processes that could be automated or enhanced through AI.
Implement AI-powered solutions for content creation, creative production, data analysis, marketing automation and other relevant marketing functions.
Explore and implement AI tools for website and e-commerce optimisation, including AI-assisted product discovery and customer interactions.
Develop practical AI workflows that improve the speed and quality of marketing execution.
Stay up to date with emerging AI technologies, platforms and applications relevant to marketing and e-commerce.
Test new AI tools and assess their potential business value before implementation.
Train and support relevant team members in the effective use of AI tools where required.
Ensure AI is implemented in a commercially responsible manner while maintaining SWAGG's brand standards, quality and customer experience.
Continuously identify new opportunities where AI can provide a competitive advantage for SWAGG.
12. Partnerships, PR & Collaborations
Identify relevant marketing, media and brand partnership opportunities.
Evaluate potential partnerships based on commercial and brand value.
Manage communications with external partners.
Support brand collaborations and promotional partnerships.
Coordinate digital exposure and promotional opportunities.
Assist with PR and media activity where relevant.
13. Events & Activations
Support the planning and marketing of SWAGG events, activations and exhibitions.
Develop digital campaigns around events and activations.
Coordinate social media and content before, during and after events.
Support promotional and sales objectives associated with events.
Assist with event-related digital content and customer acquisition.
Track and report on the performance of event marketing activity.
14. B2B & Corporate Marketing
Support the marketing of SWAGG's B2B, wholesale and corporate offering.
Develop digital marketing initiatives targeting corporate and business customers.
Support corporate wear marketing activities through catalogue updating.
Assist with B2B website and digital experience development.
Develop relevant content and campaigns for business customers.
Identify opportunities to generate and nurture B2B leads through digital channels.
15. Marketing Technology & Automation
Manage and evaluate digital marketing platforms, applications and integrations.
Identify opportunities to automate repetitive marketing processes.
Research and implement new digital marketing technologies.
Explore the practical application of AI within marketing and e-commerce.
Identify technologies that can improve productivity, customer experience, data analysis and
marketing performance.
Work with website, e-commerce and marketing technology providers where required.
16. Brand Management
Ensure all digital activity is aligned with SWAGG's brand identity and positioning.
Maintain consistency across website, social media, advertising, email and other customer
touchpoints.
Help evolve and communicate SWAGG's positioning across golf, lifestyle, performance and corporate markets.
Ensure all customer-facing digital communication maintains a consistent tone and visual identity.
KEY CHANNELS & PLATFORMS
The successful candidate will work across a range of digital platforms, including:
Shopify
Google Ads
Meta Ads Manager
Google Analytics / GA
Mailchimp
SEO tools and Shopify SEO applications
Social media platforms
Shopify applications and integrations
Canva / Adobe or equivalent creative software for graphic design and video editing
AI-powered marketing and creative tools
Experience with additional marketing, analytics, automation or e-commerce platforms would be advantageous.
KEY PERFORMANCE AREAS
The role will be measured against a combination of commercial, marketing and operational KPIs, including:
Online revenue growth
E-commerce conversion rate
Return on advertising spend (ROAS)
Digital customer acquisition
Website traffic and growth
Paid media performance
Email performance and growth
Social media growth and engagement
Customer acquisition and retention
Campaign performance
Product launch performance
Website optimisation and conversion
Overall digital marketing ROI
REQUIRED EXPERIENCE & SKILLS
Essential
Relevant experience in digital marketing, e-commerce or a similar role.
Strong understanding of digital marketing channels and customer acquisition.
Experience managing paid advertising, particularly Google Ads and Meta Ads.
Experience with Shopify or another e-commerce platform.
Understanding of SEO and website optimisation.
Experience with email marketing platforms such as Mailchimp.
Strong copywriting and content creation skills.
Strong analytical and reporting abilities.
Commercial understanding of revenue, ROAS, conversion and marketing ROI.
Strong organisational and project management skills.
Ability to manage multiple campaigns and priorities simultaneously.
Strong attention to detail.
Ability to work independently and take ownership of projects.
6Advantageous
Experience in fashion, apparel, retail, golf, lifestyle or e-commerce.
Experience with Google Analytics / GA4.
Experience with Shopify apps and integrations.
Experience with influencer and affiliate marketing.
Experience with B2B or corporate marketing.
Graphic design or video editing experience.
Experience using AI tools within marketing.
Basic understanding of HTML/CSS and website functionality.
Experience with marketing automation.
Strong understanding of data analytics and performance marketing.
PERSONAL ATTRIBUTES
We are looking for someone who is:
Commercially minded
Data-driven
Creative
Proactive
Highly organised
Curious and willing to learn
Comfortable with technology
Hands-on and willing to execute
Able to work independently
Comfortable managing multiple priorities
Solutions-oriented
Detail-oriented
Able to think strategically while remaining execution-focused
Passionate about digital marketing and e-commerce
Constantly looking for ways to improve performance
THE IDEAL CANDIDATE
The ideal candidate is not simply someone who can post on social media or manage advertising campaigns.
They should be able to look at the entire digital customer journey - from someone discovering SWAGG
through an advert or search result, through to browsing the website, receiving communications,
purchasing a product and becoming a repeat customer - and identify opportunities to improve every stage of that journey.
7They should be comfortable working across marketing, e-commerce, creative, technology and analytics,
and be capable of taking an idea from strategy through to execution and measurement.
This is a hands-on role suited to someone who enjoys having ownership, working across multiple disciplines and seeing a direct connection between their work and commercial results.
Work Location: In person
