Digital Marketing Executive

Organisation: The National Trust for Scotland

Salary: £29,217 - £32,153 pro-rata, per annum

Location: Edinburgh

National Trust for Scotland is a charity that was founded in 1931 to promote access and protection of Scotland’s natural and human heritage in our care. Our vision is simple: Nature, Beauty and Heritage, for everyone.

Our work ranges from managing castles to coastlines, art to architecture, wildlife to wilderness, for everyone to experience today and for generations to come.

Under the Trust’s ten-year strategy, by our centenary in 2031 we will be able to demonstrate that the Trust is not only carbon neutral, but is making a significant contribution to how Scotland faces up to climate change.

We are also committed to providing ways for everyone to experience wellbeing in our beautiful and calming places, as well as bringing families and friends together in safe and meaningful ways.

We are the largest membership organisation in Scotland, one of the best supported charities when it comes to our 2,500+ volunteers, and we a charity that provides employment and skills development to over 1,500 people across Scotland.

As well as being driven by our purpose we are also guided by our Values: Brave, Caring, Inclusive, Vibrant and Curious. Standing up and being counted matters to us, as does supporting each other, including everyone, being engaging and always looking for ways to improve.


A key directorate at the Trust is Customer & Cause which comprises a team or circa 40 people, supported by a strong set of external agency partners.

We are here to inspire more people to visit, join and donate to the Trust. We do this by managing marketing, communications, digital, social media and fundraising activity for the charity.

We manage the membership experience and our proud to look after over a third-of-a-million members who help support our vital conservation work as well as experience the best of Scotland by being a member of the Trust.

The directorate works closely with our regional colleagues at our properties and outdoor places to support them in their activities. This work includes ensuring that the uniqueness of each place is well communicated as well as being presented in the context of the wider Trust brand and messaging.

The directorate is formally based at the Trust’s HQ in Edinburgh but the nature of most of our roles lend themselves to working flexibly in terms of location, and affords ongoing opportunities to experience properties and places on a regular basis.


The Marketing Team is one of the four teams in the Customer & Cause directorate: Communications, Marketing, Membership and Fundraising.

The Marketing Team is responsible for the National Trust for Scotland brand, delivering national and regional marketing campaigns to promote the work of the charity including our membership product, fundraising and commercial activities. The team also manage our digital platforms and development of content and materials for multiple channels as well as supporting our property and specialist teams with brand compliant collateral.


The Customer & Cause team exists to inspire visits to our places across Scotland, grow membership and drive donations to support our work. This role supports and delivers digital marketing activity to help the Customer & Cause Directorate and the wider Trust achieve its key objectives.

1. Assist the Digital Marketing Manager to develop and deliver digital marketing plans and tactics meet Customer & Cause objectives.
2. Build and maintain strong relationships with internal colleagues and other Directorates to keep up to date with developments, needs and opportunities.
3. Assist with the implementation and management of the Trust’s affiliate programme.
4. Use Google Analytics to track and measure supporter behaviour and marketing success.
5. Assist with the improvement of the Trust’s SEO through the implementation of technical fixes and drafting keyword briefs.
6. Monitor and manage the Trust’s PPC ads.
7. Assist in developing appropriate marketing messaging and collateral in support of agreed marketing plans, tactics and other activity.
8. Assist with the delivery of paid marketing activity for cross-functional teams (i.e., Retail, Fundraising, Property teams, Hospitality etc.)
9. Assist with the delivery of strategic email communications to members and leads
10. Monitor, track and report on results of digital activity across the Marketing team
The current duties of this job do/ do not require a criminal records (Disclosure Scotland) check to be carried out.


• A relevant degree or Marketing-specific qualification or equivalent experience

• Knowledge of digital marketing activities, including SEO, PPC advertising, and email marketing.
• Understanding of different audiences and how to successfully engage with them.
• Knowledge of best practice in GDPR and data management.
• Strong administrative and reporting skills.
• Good working knowledge of Google Analytics, and ideally Google AdSense.
• A proactive approach with problem solving skills.
• Good teamwork and communication skills.
• Demonstrable experience of the Trust’s core Values (brave, caring, curious, inclusive, vibrant).
• Competent user of Microsoft Office products.
• Ability to manage time efficiently and effectively in an environment of changing priorities.


People Management
• No line management responsibility
• Close working relationship with C&C, property teams and other Directorates
• Work with Marketing agencies and external consultants as required
• Post holder will be in regular contact with a wide range of internal and external stakeholders
Financial Management
• Responsible for raising purchase orders
Tools / equipment / systems
• Microsoft Office systems including OneDrive, Teams, Excel
• Email marketing automation platforms (training will be provided)
• Google Analytics and AdSense platform
• Meta ad platform
• Affiliates software
• SEO management software

Key performance indicators and targets
• Contributes to key Customer & Cause KPIs including a range of brand metrics, as well as visitor, membership and fundraising targets
Place in organisational structure:

The Purpose, Context, Key Responsibilities, and Person Specification reflect the requirements of the job at the time of issue. The Trust reserves the right to amend these with appropriate consultation and/or request the post-holder to undertake any activities that it believes to be reasonable within the broad scope of the job or his/her general abilities.

Application Deadline: Friday 03/03/2023