Head of Digital Experience (UK) in Glasgow

Location: Glasgow, UK (hybrid - 3 days per week in office)

We’re looking for a Head of Digital Experience to shape and lead the future of how customers discover, explore, and book adventures with Macs Adventure. This role is all about owning the vision and performance of our entire digital ecosystem—from web and ecommerce to app, CRM, and beyond—making every touchpoint seamless, inspiring, and high-performing.

You’ll lead a talented team of Digital Product Managers, UX designers, and technical specialists to bring that vision to life. Together, you’ll create cohesive, customer-first experiences that drive growth, boost conversion, and build lasting relationships with our travellers. From refining the user journey to unlocking new opportunities through data and technology, you’ll be at the heart of how we evolve digitally.

You’ll also take ownership of our digital growth roadmap—prioritising what matters most, aligning internal teams and external partners, and ensuring everything we build delivers real commercial impact. If you’re passionate about blending strategy, creativity, and performance to create exceptional digital experiences, this is a fantastic opportunity to make a big mark!

Why Macs Adventure

We’re a scaling adventure tour operator on a mission to be the leading global brand in self-guided, active travel. We’re not just growing; we’re scaling with purpose. This is your opportunity to join a business at the inflection point of momentum, where your impact is tangible, your ideas are valued, and your career can grow with us.

Welcoming over 40,000 customers on our walking and cycling trips to destinations around the world, we employ over 150 people across the UK, US and Germany who share our purpose to create #macsmoments by leading, advocating & enabling self-guided, active travel as a positive force for people and planet. In November 2024, we proudly achieved B Corp certification, marking a significant milestone in our journey toward sustainable, values-driven growth.

Our Culture

We’re an ambitious, forward‑thinking business with a bold vision for the future, and our culture reflects these ambitions. We’re an action‑oriented, fast‑paced organisation and we like to have fun along the way. We’re looking for people who can grow with Macs and who can see the scaling journey. It’s not the easy route and we’re looking for people who enjoy challenges, love learning, want to make an impact and align with our core values:

• Love the journey: A Macs trip is all about the journey, not the destination. We are all believers in Macs’ unique brand of self‑guided, active travel and shout about it. As more travellers convert to the Macs Way, we accept our business will grow and change. We welcome new connections, and embrace new opportunities. Carpe diem!
• Take a different path: We’re not different for different’s sake; but we won’t succeed if we’re just the same as everyone else. We devise creative solutions to problems, find new ways of doing things, and trust colleagues who are doing so too. We are brave and feel empowered to take the initiative. We ask ourselves: is what I’m doing authentically Macs?
• Tread thoughtfully: We are considerate, empathetic and try to put ourselves in our customers’, suppliers’ and each other’s shoes. We support local, and find ways of having less negative impact on the planet. We find ways of having positive impact on people and communities. We are fair, and we do the right thing.
• Go the extra mile: We know that creating a perfect #MacsMoment involves going that bit further. We imagine the best feedback we can get and set out to earn it. We take ownership and accountability – it’s yours, not someone else’s, problem. We step up and help our team mates when they need us.

What you’ll do

• Lead Digital Product Managers across web, ecommerce and app
• Own the digital product roadmap aligned to commercial priorities
• Balance trading needs, customer experience and long‑term platform development
• Ensure strong delivery governance and prioritisation
• Lead UX design across web and app
• Oversee CRO strategy and experimentation roadmap
• Improve conversion rate, revenue per visitor and customer journey performance
• Ensure customer insight informs product and experience decisions
• Own the martech ecosystem including tracking, tagging and automation infrastructure
• Ensure accurate and actionable performance reporting
• Drive improvements in attribution, data quality and insight generation
• Support marketing and trading teams with robust performance analytics
• Oversee SEO strategy across technical, on page and content optimisation
• Ensure robust SEO prioritisation with product roadmap and content strategy
• Oversee adoption of AI tools and a roadmap focused on unlocking efficiency and effectiveness of AI capabilities
• Partner with Marketing and Merchandising to improve digital trading performance
• Identify opportunities to increase revenue, conversion and customer value
• Ensure rapid response to performance issues or optimisation opportunities
• Lead, mentor and grow a high performing cross functional digital team
• Create clear priorities and focus across competing demands
• Build a structured team with clear roles, KPIs and opportunities for development
• Foster a culture of experimentation, continuous improvement, accountability and commercial thinking

What You’ll Bring

• Strategic Marketing Leadership: Strong experience defining positioning, audience segmentation, and go‑to‑market strategy
• Demonstrated ability to define and execute digital growth strategies and manage marketing investment to drive commercial outcomes
• Ability to balance brand building with sales activation
• Commercial & Analytical Acumen: Confident interpreting commercial data, metrics, and marketing analytics
• Experience using GA4, eCommerce platforms, CRM systems, and performance dashboards
• Proven ability to improve conversion, lead quality, marketing ROI, and revenue through data‑led optimisation
• Cross-Functional Influence: Strong experience leading and collaborating with cross‑functional teams (e.g. brand, performance marketing, CRM, product, engineering, and design), ensuring alignment across the full customer journey
• Effective collaborator across brand, performance marketing, CRM, product, engineering, design, and sales teams
• Skilled at influencing through clear briefs, commercial insight, and communication to ensure alignment across the full customer journey
• Communication & Storytelling: Excellent written and verbal communicator, able to clearly articulate strategy, insights, and opportunities
• Strong understanding of local consumer behaviour and travel motivations
• Experience using qualitative and quantitative insights to shape strategy and customer experience
• Execution & Ownership: Highly organised, proactive, and accountable for outcomes
• Comfortable managing competing priorities in a fast‑growth environment and driving initiatives from strategy through execution

Nice to Have

• Experience in adventure or active travel sectors
• Demonstrated leadership and coaching capabilities

What we’ll offer

As well as your salary; ANNUAL LEAVE: We’re an inclusive employer and celebrate diversity. We want you to be able to take holidays that matter to you, so 8 public holidays are included in your annual leave allowance of 33 days, which increases to 35 days after 5 years’ service. BIRTHDAY BOOSTER: An extra day off on your birthday! PENSION: We offer a contributory pension scheme. DISCOUNTS: You are eligible for great discounts on Macs Adventure trips! TRAVEL INSURANCE: We provide you and your spouse/partner/children with annual worldwide travel insurance. FLEXIBLE WORKING: A flexible work culture - you’ll be able to work from home as well as coming into our hub office in Glasgow 3 days per week to collaborate with colleagues. GETTING TOGETHER: Regular team, management and leadership meetings and retreats. CULTURE: An innovative, fast growth, international and solution focused culture, where we work hard to embed our values across the business.