eCommerce, Marketing Lead

ECOMMERCE, MARKETING LEAD

LOCATION: Old Trafford/ Carrington Training Complex

At Manchester United, we believe that excellence on the pitch starts with excellence off the pitch. Our team thrives in a high-performance environment, united by a shared passion for success. We aim to elevate the standard of performance through collaboration and continuous growth, creating a space where everyone can contribute their best to our common goals.

The Purpose

We are seeking a dynamic and commercially-minded E-commerce Marketing Lead to drive our digital growth strategy across commerce to reach and connect with our global audience.

The Role

This role requires a hands‑on operator who can both execute campaigns and develop long‑term strategy, ensuring all marketing investment delivers a strong Return on Ad Spend (ROAS) and increases Customer Lifetime Value (LTV).

Key Responsibilities

• Growth & Acquisition Leadership (Traffic & ROAS):
  • Strategy & direction: Develop and deliver a clearly articulated and holistic annual marketing plan that incorporates key moments in the year as well as key product moments.
  • P&L Ownership: Manage and optimise the full marketing budget focusing on maximising Return on Ad Spend (ROAS) and achieving Net Revenue targets across all paid channels (PPC, Paid Social, Display, Affiliates).
  • Performance Marketing: Develop and direct the execution of daily performance marketing campaigns across the full marketing mix of owned, earned and paid channels including Social, CRM, performance and influence marketing. Ensure granular tracking, audience segmentation, and continuous A/B testing across core acquisition funnels.
  • Organic Growth: Define the SEO, Content Marketing, and Organic Social strategy to build sustainable, high‑value traffic streams and reduce over‑reliance on paid channels.
• Brand Strategy & Messaging:
  • Differentiation & USPs: Define, articulate, and enforce the unique selling propositions (USPs) and core messaging hooks of the e‑commerce store to ensure it is clearly differentiated from competing third‑party retailers.
  • Overall Brand Consistency: Partner with the club’s central marketing and content teams to ensure all e‑commerce campaigns and creative assets are fully aligned with the broader club brand, tone, and visual identity.
  • Messaging Hierarchy: Establish a clear and consistent messaging framework across all touchpoints, ensuring seamless transition between high‑level brand storytelling and direct commercial calls‑to‑action.
• Customer Retention & LTV:
  • CRM & Loyalty: Oversee the Customer Retention strategy for ecommerce working with the Head of CRM to maximise execution of Email, SMS as well as Loyalty programs to drive repeat purchases and maximising Customer Lifetime Value (LTV).
  • Segmentation: Utilise Data & Analytics insights to design hyper‑segmented campaigns that target high‑potential customers and re‑engage lapsed buyers with personalised offers.
• Cross‑Functional Strategy & Alignment:
  • Merchandising Alignment: Collaborate closely with the Merchandising and Inventory teams to ensure marketing campaigns are always driving demand for in‑stock, high‑margin products, avoiding campaigns that lead to stockouts or waste. Work closely with Head of Product to identify new products and categories to drive new audiences or capture a greater share of wallet from existing audiences.
  • Reporting: Deliver clear, commercial‑focused reporting to the Commercial Director and executive team, translating marketing performance (CPA, LTV) into business value (Net Revenue, Gross Margin).

The Person Key Requirements

• Proven E‑commerce Experience: Minimum of 3‑5 years of strategic marketing experience, with at least 2‑3 years operating within a fast‑paced, high‑volume e‑commerce or DTC (Direct‑to‑Consumer) business.
• P&L/Budget Management: Demonstrable experience owning and managing multi‑channel acquisition budgets exceeding, eg. £500k‑£1M, with a clear track record of hitting challenging ROAS targets.
• Data Proficiency: Strategic thinking underpinned by a data‑driven approach to decision‑making. Highly comfortable with web analytics platforms (e.g., Google Analytics, Adobe Analytics). Must be able to build and critique funnel analysis and segmentation models.
• Technical Acumen: Strong working knowledge of the technical requirements for e‑commerce growth, including SEO best practices, site speed optimisation, and tagging/tracking implementation.
• Channel Expertise: Expert‑level knowledge of at least two core acquisition channels (e.g., Google Ads/PPC and Meta/Paid Social) and proven success scaling CRM/Email strategies.
• Market innovation & trends: Knowledge and interest in evolving consumer and marketing trends around culture & fandom, understanding of the meaning and impact of channel innovation, eg. search to AI, new channels.

Personal Attributes

• Dynamic & Action‑Oriented: A true “do‑er” who is comfortable moving quickly, prioritising effectively, hustling where needed and taking full ownership of execution. This is a hands‑on leadership role, not purely a strategy position.
• Commercial Acumen: Possesses a strong focus on margin and profit, viewing marketing investment as a variable cost that must be justified by revenue performance.
• Exceptional Communicator: Able to articulate complex technical marketing plans into clear, commercially relevant language for senior stakeholders (Commercial Director, CEO).
• High‑Profile Experience: Experience navigating an environment where brand and performance are under constant public scrutiny, demonstrating resilience and professionalism.

What We Offer

• Annual incentive scheme
• Wellness Support with access to mental health resources, digital health checks, and nutritionists through Aviva Digicare+ Workplace
• Exclusive Discounts through our United Rewards platform, giving you access to exclusive deals from the club and partners
• Gym Facilities in our onsite locations and opportunities for regular social events and team‑building activities
• Enhanced family Leave Benefits and an opportunity to purchase additional holiday days
• Enhanced Career Development with access to professional learning platforms like LinkedIn Learning, and internal training programs
• A Supportive Work Environment that values diversity, equity and inclusion, and individual growth

Our Commitment To You

At Manchester United, we believe that a diverse and inclusive environment makes us stronger. We are committed to building a team where everyone feels welcomed, valued, and empowered to contribute their unique perspectives. Diversity, equity and inclusion are at the core of our recruitment strategy, and we welcome applicants from all backgrounds.

Ready to Join Us?

If this sounds like the perfect role for you, please submit your application by Friday 31st October.

Legal and Accessibility

Manchester United is committed to safeguarding children and vulnerable adults, and as part of this commitment, all candidates will undergo a Disclosure and Barring Service check and reference checks.

If you need any adjustments to help you perform at your best during the recruitment process, please feel free to contact us, and we will be happy to discuss them with you.

It is unlawful to employ a person in a UK‑based job who does not have permission to live and work in the UK. You should make yourself aware of how immigration laws apply to you before applying for any of our roles.

Seniority level

• Mid‑Senior level

Employment type

• Full‑time

Job function

• Management and Manufacturing

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