Head of Digital in East Grinstead

Location: East Grinstead (mixture of home and office working)

Job type: Permanent

Reporting to: Director of Marketing & Membership Services

Line management responsibility: Digital Marketing Manager & Marketing Data & Insights Analyst

About the job: As the Head of Digital, you will be responsible for developing, owning, and executing our digital strategy to deliver business growth. You will provide strategic leadership across all our digital platforms, including websites and apps, ensuring a best-in-class user experience that enhances our member and non-member acquisition, engagement, and retention marketing strategies. This role is pivotal in championing a data-driven culture within the marketing department, leveraging insights to optimise performance and maximise ROI. You will lead a talented team of digital specialists, manage key agency relationships, and collaborate with senior stakeholders across the business to deliver a cohesive and commercially successful digital eco-system for the Caravan and Motorhome Club.

Key Tasks/Accountabilities:

• Strategic Leadership: Develop, own, and execute the overarching digital strategy in collaboration with senior stakeholders to drive business growth and achieve our objectives.
• Digital Innovation: Act as the digital champion for the business, identifying new opportunities and making strategic recommendations to enhance commercial performance and the member and guest experience.
• Platform & UX Accountability: Hold joint accountability for the development, management, and optimisation of our digital platforms (e.g., camc.com, experiencefreedom.com, and associated apps), championing a best-in-class user experience through continuous testing and improvement.
• Data-Driven Culture: Drive a data-first approach across the marketing department, overseeing the analysis of all relevant data to provide actionable insights and enable data-driven decision-making.
• Performance Management & Reporting: Ensure robust monitoring, tracking, and analysis of all digital marketing KPIs (e.g., lead generation, conversion rates, ROI), delivering clear dashboards for key stakeholders.
• Team Leadership & Development: Lead, manage, and ensure the ongoing professional development of the digital team, fostering a culture of high performance.
• Budget Management: Hold full accountability for the digital budget, ensuring it is managed effectively to deliver against the digital roadmap and marketing strategy.
• Agency & Partner Management: Manage relationships with key digital agencies and technology partners, maximising value and ensuring all projects are delivered on time, on budget, and to the highest standard.
• Compliance & Governance: Ensure all digital platforms and activities adhere to relevant legal, regulatory (FCA, OFGEM), and data protection (GDPR, PECR) frameworks, staying abreast of technological changes that could impact performance.
• Stakeholder Communication: Ensure clear communication of product improvements, insights, and strategic recommendations to all relevant internal and external stakeholders.
• Senior Team Collaboration: Act as a key member of the senior marketing leadership team, working alongside the Head of Marketing, Head of Commercial, Head of Strategic Product Development and Head of Publishing to deliver a cohesive strategy.

Essential Skills & Experience Required:

• Proven experience in a senior digital leadership role, with a track record of developing and executing successful digital strategies that drive commercial growth.
• Extensive experience managing and optimising a complex digital ecosystem, including multiple websites, apps, and analytics platforms.
• Experience working with EPiServer / Optimizely content management system or equivalent.
• Experience identifying and implementing AI-driven solutions for customer segmentation, personalised content delivery, predictive analytics, or enhanced member services.
• Strong leadership skills with demonstrable experience in managing and developing a multi-disciplinary digital team.
• Expert knowledge of the full digital marketing mix, including SEO, PPC, CRO, content, social media, and email marketing.
• Experience in ethical AI deployment and governance, with an understanding of data privacy and algorithmic bias.
• Highly data-literate, with deep experience in web analytics (specifically GA4 and Google Search Console), digital marketing data analysis (SEMRush, Yext), and using insights to inform strategy and tactics.
• Experience managing large digital budgets and demonstrating clear ROI.
• Exceptional stakeholder management and communication skills, with the ability to influence at all levels of an organisation.
• Strong understanding of UX principles, A/B testing, and website optimisation techniques.
• Experience managing third-party agencies and technology vendors.
• A thorough understanding of data protection regulations, including GDPR, PECR, and digital compliance.
• Experience and focus on how to use AI to get a competitive advantage, improve the user experience, and drive commercial performance.

Team Structure & Relationships:

You will report directly to the Director of Marketing & Membership Services. You will be a key member of the SLT and sit on a number of key boards within the business’s governance framework: Business Delivery Board (BDB), Strategic Change Board (SCB), Digital Board, Data Security Protection Group, and AI Board. You will be a key member of the senior leadership marketing team, working alongside the Head of Marketing, Head of Commercial, and Head of Publishing.

Policy Statement: The Club is committed to providing equal opportunities in employment and to avoiding unlawful discrimination to its employees and job applicants and when dealing with customers, suppliers or other work-related contacts or when wearing a work uniform). This policy is intended to assist the Club to put this commitment into practice and compliance with this policy should also ensure that employees do not commit unlawful acts of discrimination. Striving to ensure that the work environment is free of harassment and bullying and that everyone is treated with dignity and respect is an important aspect of ensuring equal opportunities in employment.

It is unlawful to discriminate directly or indirectly in recruitment or employment because of: Age, Disability, Sex, Gender reassignment, Pregnancy, Maternity, Race (which includes colour, nationality and ethnic or national origins), Sexual orientation, Religion or belief, or because someone is married or in a civil partnership. These are known as Protected Characteristics.

The policy applies to all aspects of employment with the Club, including recruitment, pay and conditions, training, appraisals, promotion, conduct at work, disciplinary and grievance procedures, and termination of employment. Discrimination after employment may also be unlawful, e.g. refusing to give a reference for a reason related to one of the protected characteristics.

Apply now: To apply for this role just send your up-to-date CV and a covering letter to our Head Office recruitment team.

You will enjoy lots of benefits working at our head office. Check out why it’s great to work at the Club.

Call our HR team for more information about working for the Club: 01342 778 304 (Head office vacancies) 01342 337 787 (Sites vacancies)