Senior US Digital Manager in Burton upon Trent

Riviera Travel is a private equity owned cruise and escorted tour holiday specialist, operating in the UK, Europe and across the world. The company is based in Burton-on-Trent, Staffordshire. Its holidays are aimed at over-55s who want to continue to travel and explore the world with confidence. Riviera Travel is the UK’s leading River Cruise specialist. The company has been operating since 1984 and is a Which? recommended provider. Riviera is undertaking a significant expansion in North America, the largest river cruise market globally. This expansion requires Riviera to upgrade its digital estate to make it suitable for the North American market and support its in-country team to hit required sales and lead generation.

Role Purpose

Riviera has a fantastic opportunity for a highly skilled and motivated Senior US Digital Manager to own the US digital growth strategy across digital marketing and ecommerce. The Senior Digital Marketing Manager will lead the US digital marketing function and is accountable for driving digital revenue growth, customer acquisition, and digital performance across all online channels. This role develops the digital marketing strategy, manages budget and performance targets, oversees campaign execution, and ensures alignment with overall business objectives. The team sits as part of the wider global Marketing department based in Burton on Trent. The team will receive a strategic steer for US growth from the US senior leadership but will benefit from being within the broader global marketing department. The successful candidate will report into the Global Head of Digital & Ecommerce and collaborate with the global digital leads to develop their digital marketing strategies and optimize activity in line with best practice.

Key Responsibilities

• Commercial Growth and Trading Leadership
  • Lead Riviera’s North American digital growth through digital marketing investment and ecommerce ensuring all channels are connected to Riviera’s economic model - understanding the predicted value and return profiles of customer cohorts.
  • Develop and execute data driven strategies to accelerate that growth.
  • Lead day to day digital trading proposing and executing strategies to scale high performing acquisition channels.
  • Communicate effectively to senior leadership team on investment and return, based on current trading and potential opportunities.
• Digital strategy and planning
  • Develop the annual US digital marketing and ecommerce plan and subsequent reforecasts to achieve the company objectives.
  • Develop the US ecommerce customer journey and product mapping to inform targeting, channel plan and landing page experience.
  • Work with the Senior Digital Product Owner to define and deliver US specific development requirements, and ensure planned developments incorporate US nuances where appropriate.
  • Work with the SEO Lead to ensure define US specific requirements are incorporated into the overall strategy.
  • Conduct competitor analysis and market / channel opportunities.
  • Evaluate emerging platforms, tech and trends for growth opportunities.
  • Explore AI opportunities.
  • Paid Search including Google and Bing.
  • Programmatic advertising including working alongside the brand team on VOD and Connected TV.
  • Affiliate and Partnership marketing.
  • Paid Social channels including Meta, Reddit and TikTok.
  • Ensure continuous testing, optimization and performance improvement.
• Data, analytics and performance management
  • Establish dashboards and reporting frameworks to track ROI and performance.
  • Analyze multi-channel attribution models to optimize spend allocation for growth.
  • Work with the CRO Lead on A/B testing and experimentation strategies including creative, messaging and customer journeys.
  • Develop segmentation and personalization strategies.
  • Present credibly performance insights and revenue impact to executive leadership team.
  • Ensure data accuracy and tracking implementation including GA4, CRM and Tagging.
• Team leadership and cross functional collaboration
  • Work closely with the Senior Digital Product Owner, the Senior Digital Acquisition Manager and Senior E-Commerce Manager as part of a digital centre of excellence, ensuring best practice and cohesive and collaborative working practices are adopted across all channels.
  • Lead and mentor a team of digital specialists.
  • Define role, responsibility and performance expectations.
  • Partner with Commercial Finance to inform growth investment decisions.
  • Collaborate with brand, creative, ecommerce and sales teams, both internal and external to the business.
  • Support executive team with strategic insights and recommendations.

Skills, Experience & Qualifications

• Proven track record of US / North American growth through digital marketing and ecommerce.
• Deep expertise in performance marketing and analytics.
• Strong commercial / financial acumen and forecasting ability.
• Experience managing significant budgets.
• Skilled communicator with experience managing senior stakeholders, and collaborating well with both US and UK based teams.
• Advanced knowledge of digital marketing / ecommerce platforms.
• Experience in the US market essential.
• Experience in the Travel sector desirable but not essential.

We operate hybrid working with 2-3 days per week in the office.