Head of Digital in Stoke-on-Trent

They are now looking for a Head of Digital to lead the Marketing and ecommerce department.

The successful candidate will oversee all aspects of acquisition, conversion and retention for website and brand. The post holder will need to have knowledge of and experience in the full marketing channel mix, campaign development and execution, ecommerce trading and merchandising. Exceptional leadership and communication skills, a customer first approach, and a keen eye for detail are required for success in this role.

Responsible for:

Leading the UK marketing and ecommerce department to grow the brand, drive website traffic, maximise conversion, and retain customers to ensure they repeat purchase.

Main Duties: Strategy and Leadership

• Develop and execute the marketing strategy, ensuring the brand is “everywhere that matters” in line with budgets and commercial expectations
• Lead the UK marketing and ecommerce department to deliver the strategy and achieve the very best results, and influence the wider business.
• Coach the department to improve their knowledge, skills, identify opportunities and drive growth
• Support a department culture which builds confidence, empowers with trust, encourages calculated risk taking and dares to experiment
• Build and maintain strong departmental relationships to rally the business to support marketing and ecommerce performance, initiatives and projects
• Oversee marketing activity and strategy including:
• partnerships, media, influencer and affiliate
• social media
• video
• blogs
• events and physical activations

Performance Marketing

• Full ownership of the performance marketing strategy
• Work closely and collaboratively with group performance marketing function to execute performance marketing activity in line with business goals, objectives and budget
• Monitor performance on marketing spend, ensuring it’s in line with budget and performance metrics
• Support group performance marketing function with assets to effectively market the brand and product

SEO

• Responsibility for content SEO strategy
• Work closely and collaboratively with SEO agencies and consultants to identify trends and opportunities, and plan and execute activity to maximise the results from them
• Promote SEO knowledge and awareness amongst the department to maximise SEO efforts in all mediums and forums
• Work collaboratively with the Group Digital Director on Technical SEO requirements

Shop Management

• Full ownership of shop management and merchandising
• Build and maintain website taxonomy and category structure
• Maintain website information in line with business performance and SLAs
• Work collaboratively with the business, especially customer service, operations and purchasing to enhance the website to improve customer experience through their feedback

Website Development

• Work collaboratively with the Group Digital Director to develop the UK website in line with business and market needs

Finance & Budget Management

• Full accountability for the marketing budget
• Plan the budget in line with the business plan, ensuring budget is assigned to the appropriate channels, services and activities
• Monitor and track spend within the month, ensuring costs committed are in line with budgeted
• Work collaboratively with finance to ensure costs are committed monthly, including any appropriate provisions and accruals
• Process invoices in line with budget management, ensuring they are passed to finance for timely payment

General

• Be an evangelist for marketing and ecommerce within the business, rallying support and engagement from departments to drive traffic and sales
• Be a keen communicator, building bridges and relationships within the business and between departments to effectively market the brand, product and provide an unbeatable customer experience
• Maintain, improve and enforce business processes and workflows relating to website interactions and integrations for optimal and efficient performance
• Google Analytics, Spryker, Salesforce Commerce Cloud, AWIN, TrustPilot, Microsoft Office, Asana, Looker Studio, PowerBI, SEMRush, Google Search Console, SEOMonitor, Dynamic Yield, ABLyft, Custobar, Aftership, Google Ads, Google Merchant Centre, Meta Ads, TikTok Ads, Microsoft Ads, Criteo, Reddit Ads, Akeneo, TrustPilot

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