Digital Growth Lead - Parenting

  • 28.03.2024
  • London, England, United Kingdom
  • Parenting

Job description

Digital Growth Lead - Parenting (up to £60,000)

At Immediate, we’re home to some of the biggest and most loved consumer brands in the UK, including Radio Times, Good Food and Gardeners World. Our trusted, quality content reaches millions of people a month across digital, print, video, podcasts, apps and live events.

We’re the destination for people looking to get more from the things they love. We help inspire them; deepening their knowledge, skills and fuelling their passions, to enjoy more of what life has to offer.

Whether it’s the big things, or the little things; from reaching fitness goals to savouring good food, cultivating outdoor, or indoor, spaces, or enjoying the latest TV sensation with loved ones – we help bring our audiences joy!

About the role

The Digital Growth Lead for Parenting will report into the Group Managing Director of the Knowledge Portfolio.

 At a pivotal stage of its development, the MadeForMums brand is evolving its operating model away from its heritage annual Awards cycle towards a more agile, responsive approach that draws on a wide range of content sources and responds to new opportunities offered by audience and platform trends.

 Key objectives of the role are to redefine and implement a new content strategy for the brand, accelerate audience growth across digital platforms and work in partnership with central leads on Audience Development, Commerce and Advertising to ensure content is fresh, relevant to audiences, drives engagement and supports commercial opportunities.

 The role will oversee a team of three: Digital Journalist (currently a job share); Digital Content Producer, and Community Growth Lead, and a network of freelance content creators, as well as ‘embedded’ central roles supporting on reviews, social media and in 2024, video.

 This position is ideal for a dynamic and innovative digital professional with experience in leading consumer digital products, coupled with a passion for creating engaging and joyous content for parents of children at every age.

As a Digital Growth Lead – Parenting, you will;

  • Work with the Group MD and central team leads to refresh the MFM content strategy in line with audience and platform trends and audience and to support commercial targets
  • Develop and execute content plans in partnership with central teams that achieve these overall strategic objectives, drawing on freelance networks, the brand’s social community of ‘Top Testers’, and the wider Burda content ecosystem
  • Embed appropriate performance measurements, ensuring timely, accurate and responsive reporting.
  • Lead and build an understanding of the brand strategy and its place within the broader corporate vision and purpose.
  • Advocate for and role model an experimental approach that embraces new formats and tools including video and AI to enable efficient content workflow
  • Ensure SEO performance and best practice are understood and adopted by all members of the team
  • With central colleagues, develop social and CRM strategies to introduce our content and brand to new audiences, identifying and working with talent to maximise reach and impact
  • Ensure content is inclusive, ethical and supports our ED&I objectives
  • Represent MFM in discussions with central product and UX teams to ensure audience needs are captured in the design and development of new platform features.
  • Consider sustainability in all key decisions with the aim of reducing our carbon footprint
  • Liaise with Advertising and Commerce teams to ensure they are kept up to date with brand developments and ensure smooth delivery of campaigns
  • Prioritise and manage workloads of direct reports to deliver key goals
  • Support the development of the team, identifying skills, process and knowledge gaps needed to deliver the strategy and develop appropriate plans to address
  • Ensure job descriptions and clear development plans are in place.
  • Manage and monitor digital content and freelance budgets to zero overspend.


  • Proven experience and leadership in digital content, preferably in the media and lifestyle sector.
  • Strong understanding of SEO, content marketing, social media, and digital analytics
  • Experience with a variety of production tools and CMS
  • Excellent analytical skills with an ability to translate data into actionable insights.
  • Creative mindset with a passion for the parenting market.
  • Strong communication and interpersonal skills.


  • A relaxed working environment with regular socials including a summer festival
  • Immediate Community webinars, well-being initiatives and Mental Health First aiders
  • 25 days holiday plus a day for your birthday. Our offices will be closed between Christmas and New Year’s which are in addition to your annual entitlement
  • Tailored training and development through our Love Learning platform
  • A progressive and transparent culture with clear career progression
  • Flexible / hybrid working plus early finish Fridays
  • Cycle to work scheme
  • Enhanced Family Policies including paternity, adoption and surrogacy leave. We also provide a pregnancy loss, fertility, and carers policy
  • Competitive pension plans and Life Assurance
  • A newly renovated modern office with lots of collaborative spaces

We pride ourselves on our open, collaborative, and dynamic culture. This encourages our people to thrive, and give their best whilst being supported, developed, and nurtured. As we care about our people, our environment, and the impact we make, we have an active Diversity & Inclusion network, comprehensive well-being programmes, and clear sustainability strategies.

 Diversity, equity and inclusion are at the heart of all our values and leadership behaviours to ensure Immediate remains a place where everyone feels included and empowered;

We care

We succeed together

We enjoy the ride

We are bold

We never settle

We get on with it

People are at the heart of our business and creating a diverse and inclusive working environment is extremely important to us. Immediate is an equal opportunities employer. We’ll never treat anyone less favourably because of their sex, gender reassignment, pregnancy and maternity, marital/civil partnerships, sexual orientation, race, nationality, ethnic origin, age, religion or belief or disability. We’re also committed to supporting applications from those who are returning to work following a career break, maternity leave or caring responsibilities.

We work with talented, driven people to make our vision reality

Such an amazing team requires nothing short of the best. That’s why we put a lot of effort into creating a work environment they deserve.

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