Digital Marketing Manager (Ecommerce focus)

The Company

Beanies, part of the Cafetex Group, makes flavoured instant coffee that turns an everyday cup into something to look forward to. From Hazelnut, Caramel and Vanilla through to seasonal limited editions, our range is sold direct to consumers through our own online shop and in retail stores in the UK, as well as being exported to over 40 countries.

We're a business with ambition, based in Darlington in the North East of England. Our team is small, so everyone's work is visible and makes a real difference to how fast we grow.

The Role

We’re looking for a hands‑on Digital Marketeer with a strong Ecommerce focus to be instrumental behind the future growth of our online store and direct‑to‑consumer business.

You’ll run our WooCommerce store day to day as a commercial channel, amplifying merchandising, promotions and conversion. You’ll build our email and SMS programme to drive repeat purchases and subscriptions, and plan and create the campaigns and content that bring customers in. It’s a role for someone who thinks like a seller as much as a marketer and who measures success in orders, conversion rate and customer lifetime value.

You’ll also support our UK retail and export channels with marketing materials where needed.

Key Responsibilities

Ecommerce trading and the online store

• Own the performance of the online store, with responsibility for ecommerce revenue, conversion rate, average order value and repeat purchase rate.
• Run the store day to day: product listings, pricing displays, promotions, discount codes, bundles, gift sets and landing pages.
• Plan and run the online trading calendar, including launches, seasonal flavours, limited editions and peak moments such as Black Friday, Christmas and Valentine’s Day.
• Merchandise the site to drive sales, deciding what’s featured, how products are grouped, and where to place cross‑sels and upsells.
• Improve the customer journey from landing page to checkout through UX changes, testing and conversion‑rate optimisation.
• Grow our subscription offer and loyalty activity to increase customer retention and lifetime value.
• Keep an eye on stock availability for online, working with operations to avoid stockouts during campaigns and peak periods.
• Look after on‑site SEO, site speed and plugin health, working with our web developer on larger changes.
• Make sure the Klaviyo, Meta, Google and analytics integrations track accurately, so every sale is attributed correctly.
• Bring new ideas for improving the site and the online shopping experience.

Strategy and planning

• Build and own the annual ecommerce and digital marketing plan, tied to the trading calendar and product launches.
• Set targets for traffic, conversion, online revenue and customer retention, and manage the digital marketing budget.
• Report monthly on ecommerce and marketing performance to the leadership team, with clear recommendations.

Email and SMS (Klaviyo)

• Own our Klaviyo account: campaigns, automated flows (welcome, abandoned basket, browse abandonment, post‑purchase, replenishment, win‑back) and SMS.
• Grow and segment the subscriber list, and improve deliverability, open, click and revenue‑per‑recipient rates.
• Use lifecycle marketing to drive subscription sign‑ups, repeat orders and customer lifetime value.

Digital campaigns

• Support paid campaigns across Meta, TikTok and Google (Search, Shopping and Performance Max) with content creation, hitting target ROAS and keeping our product feed in good shape.
• Run influencer and creator partnerships, gifting and affiliate activity that drives traffic and sales to the store.
• Test and learn by running A/B tests on creative, audiences, offers and landing pages.

Content creation

• Create content that sells, for product pages, email, social media and paid ads, including copy, photography, short‑form video and graphics.
• Manage and grow our organic social channels (Instagram, TikTok, Facebook and others), including community management.
• Keep our brand tone of voice and visual identity consistent across every channel.
• Brief and manage freelancers, photographers, creators and agencies where needed.

Analytics and reporting

• Use GA4, WooCommerce, Klaviyo and ad platform data to track online revenue, conversion rate, AOV, ROAS, CAC and customer lifetime value.
• Turn insight into action, and keep an eye on competitors, ecommerce best practice and coffee‑market trends.

About You

Essential

• 5 years’ experience in digital marketing or ecommerce, including at least 3 years owning an online store’s performance or campaigns from plan to results.
• Proven direct‑to‑consumer (DTC) ecommerce experience, ideally in food, drink or FMCG.
• Confident running a WooCommerce / WordPress store: products, promotions, pages and plugins.
• A commercial, trading mindset, with experience of planning promotions and peak trading periods and improving conversion rate.
• Hands‑on Klaviyo experience: building flows, segments and campaigns, and reporting on revenue.
• Experience with subscription and loyalty programmes.
• Experience running paid social and Google Ads campaigns, including Shopping, with your own budget.
• Strong content creation skills: sharp copywriting plus the ability to shoot and edit social content (Canva, CapCut, Adobe or similar).
• Comfortable with GA4 and ecommerce analytics, and able to turn data into clear decisions.
• Organised, self‑motivated and able to juggle several projects in a small team.
• Able to commute to our Darlington office.

Nice to have

• Conversion‑rate optimisation experience and tools (e.g. Hotjar, Google Optimize alternatives or similar).
• Basic HTML / CSS for email and web tweaks.
• Knowledge of SEO tools (e.g. Semrush, Ahrefs).
• Influencer marketing or UGC programme experience.
• A genuine love of coffee.

Closing date:

We review applications as they arrive, so we may close early for the right candidate.

Beanies is an equal opportunities employer. We welcome applications from everyone and will make reasonable adjustments throughout the process.