Senior Digital and Commercial Manager

At Bill’s, our mission is simple: Everyone Leaves Happy. As Senior Digital & Commercial Manager, you will be responsible for defining and delivering Bill's digital roadmap, ensuring every digital touchpoint creates a seamless customer experience while driving measurable commercial growth. Reporting to the Commercial & Marketing Director, you will lead the delivery of our Digital Transformation Programme, owning the strategic roadmap across CRM, loyalty, website, digital acquisition, customer experience and digital performance.

This is a highly strategic and commercially focused role, balancing long-term digital transformation with day-to-day optimisation. You will own the evolution of our CRM strategy, lead the delivery of our loyalty programme, oversee the development of our website, drive SEO and AI discoverability, and ensure every integrated marketing campaign is delivered through a digital-first lens. You’ll combine strategic thinking with strong analytical capability, using customer insight, data and technology to increase guest acquisition, engagement, retention and lifetime value. You will also line manage the Marketing Executive, providing day-to-day direction while developing digital capability across the wider marketing function.

KEY RESPONSIBILITIES

• Digital Strategy & Transformation
  • Lead and deliver Bill's Digital Transformation Roadmap alongside the Commercial & Marketing Director, identifying opportunities to grow revenue across every guest touchpoint.
  • Develop and execute the long-term digital strategy, ensuring every initiative supports our commercial and customer objectives.
  • Lead cross-functional digital transformation projects from concept through to delivery.
  • Identify opportunities to improve customer experience, operational efficiency and commercial performance through digital innovation.
  • Ensure all marketing and commercial activity is considered through a digital-first lens.
  • Keep Bill's at the forefront of emerging digital trends, AI and customer technology.
  • Develop initiatives that increase guest frequency, spend and lifetime value.
  • Use customer insight, data and market trends to identify commercial opportunities.
  • Continually review digital performance and recommend improvements that drive measurable growth.
• CRM, Loyalty & Customer Growth
  • Own the evolution of Bill's CRM strategy and roadmap.
  • Enhance the guest journey from first interaction through to repeat visits.
  • Develop initiatives that strengthen loyalty and guest retention.
  • Lead the delivery and ongoing optimisation of the BIPs Loyalty Programme.
  • Develop customer segmentation and personalisation strategies that increase guest frequency, retention and lifetime value.
  • Build automated customer journeys and lifecycle marketing programmes.
  • Maximise the capability of Airship and recommend future CRM developments.
  • Create a single customer view that enables smarter, more personalised marketing.
• Digital Performance
  • Monitor performance across website, digital ordering, booking journeys and customer acquisition channels.
  • Optimise conversion rates, guest experience and digital engagement.
  • Work closely with Reservations, Revenue and Marketing teams to ensure every digital platform delivers commercial value.
  • Challenge existing ways of working and identify new digital opportunities.
  • Own the delivery and continuous optimisation of Bill's website.
  • Manage the website roadmap alongside external agencies, ensuring projects are delivered on time and to a high standard.
  • Own Bill's SEO strategy, including technical SEO, local SEO and content optimisation.
  • Lead Bill's AI and LLM optimisation strategy, ensuring the brand is visible across emerging AI-powered search platforms.
  • Ensure the website remains the central hub for customer engagement, CRM and loyalty.
• Digital Acquisition & Performance Marketing
  • Own Bill's Paid Social and PPC strategy and manage budgets alongside agency.
  • Manage digital media agencies to maximise performance and return on investment.
  • Optimise acquisition, conversion and customer growth across all digital channels.
  • Develop audience strategies using CRM insight and first-party data.
  • Continually review and improve digital marketing performance and ROAS.
• Commercial Insight & Analytics
  • Own digital reporting across the business.
  • Analyse campaign performance, guest behaviour and commercial trends.
  • Translate customer insight and digital performance into actionable commercial recommendations.
  • Develop executive dashboards using GA4, CRM, website and campaign data.
  • Turn data into practical actions that improve sales and profitability.
  • Establish KPIs that measure digital performance, customer engagement and return on investment.
  • Present digital performance and strategic recommendations to the Commercial & Marketing Director.
• Strategic Partnerships, Financial Partners & Incremental Revenue
  • Own and manage key strategic partnerships, including Blue Light, UNiDAYS and Mumsnet, ensuring activity delivers against acquisition, awareness, engagement and commercial ROI objectives.
  • Manage key external partners and suppliers, ensuring strong relationships, effective planning and value from investment.
  • Scope and develop marketing activity plans with partners, particularly across digital channels, ensuring campaigns are strategically aligned, targeted and measurable.
  • Own partnership performance reporting, using insight and data to optimise activity and maximise commercial return.
  • Develop and own the Gift Card growth strategy, identifying opportunities to increase awareness, acquisition and revenue through product development, campaigns, partnerships and digital optimisation.
  • Manage the ongoing performance of gift card channels, including the Toggle gift shop, ensuring activity supports incremental revenue growth.
• Integrated Marketing
  • Ensure every marketing campaign is planned and delivered through a joined-up digital approach.
  • Work closely with Brand and Marketing, Social, Deliveroo, Reservations and Operations teams to deliver integrated campaigns.
  • Ensure customer journeys are connected across every digital and physical touchpoint.
  • Support annual commercial and marketing planning with data-led recommendations.
  • Ensure every campaign balances brand integrity with commercial return.
• Innovation & Continuous Improvement
  • Keep Bill's at the forefront of hospitality digital innovation.
  • Research emerging technology, AI and customer engagement tools.
  • Test new ideas and measure their commercial impact.
  • Champion a culture of continuous improvement and curiosity.
• Leadership & Collaboration
  • Line manage and develop the Marketing Executive, providing coaching, direction and clear priorities.
  • Build strong relationships with internal stakeholders, agencies and technology partners.
  • Influence senior stakeholders through commercial thinking, insight and strategic recommendations.
  • Champion a culture of innovation, continuous improvement and digital excellence across the business.
• Guest Experience
  • Ensure every digital interaction reflects the warmth and personality of Bill's.
  • Continuously improve the guest journey through better communication, technology and digital experiences.
  • Balance commercial objectives with guest satisfaction to create long-term loyalty.

Experience

• 5+ years' experience in digital marketing, CRM, customer experience or digital transformation within hospitality, retail or another consumer-facing business.
• 3+ years' experience in a senior digital or CRM leadership role, with responsibility for digital strategy, budgets, agency management and delivering measurable commercial results.
• Proven experience developing and delivering CRM and loyalty strategies, including customer segmentation, lifecycle marketing, personalisation and marketing automation.
• Experience leading large-scale digital transformation programmes, bringing together technology, customer experience, data and commercial objectives.
• Proven experience owning and delivering website redevelopment and optimisation projects, including improving customer journeys, conversion and digital experiences.
• Strong understanding of digital acquisition, including Paid Social, PPC, performance marketing and optimising investment to deliver commercial return.
• Strong technical understanding of SEO, including technical SEO, local SEO, content optimisation and emerging AI/LLM search optimisation.
• Hands-on experience using GA4, Google Tag Manager, CRM platforms and digital analytics tools to build reporting, measure performance and generate actionable insights.
• Ability to translate customer data and digital performance into commercial growth opportunities, using insight to influence decision making and prioritise investment.
• Experience managing and developing team members, providing clear direction, coaching and support to build digital capability.
• Strong stakeholder management skills, with the ability to influence senior leaders, manage external partners and lead cross-functional projects across Marketing, Technology, Operations and Commercial teams.
• A commercially minded approach, with a proven ability to use digital channels to drive customer acquisition, engagement, retention and lifetime value.