Role Overview
The Senior Digital and E-commerce Manager is responsible for leading the day-to-day performance of the company’s digital channels, ensuring strong ecommerce performance, effective digital marketing execution and consistent lead generation across both trade and direct-to-consumer markets.
Working closely with the Group Head of Marketing , this role will focus on optimising current platforms, campaigns and digital channels to deliver measurable commercial results. The successful candidate will lead the digital marketing team, manage agency partners and build strong data insight to continually improve performance.
This role will also support the organisation’s broader digital evolution, working alongside senior leadership as new platforms and ecommerce capabilities are developed over time.
Key Responsibilities
Digital Channel Performance
- Own the day-to-day performance of digital channels including websites, ecommerce platforms and social media.
- Continuously optimise traffic, conversion and engagement across all digital touchpoints.
- Ensure strong digital product presentation and merchandising in partnership with the Product team.
Lead Generation
- Drive consistent lead generation across both trade customers and direct-to-consumer audiences.
- Develop and optimise digital acquisition channels including social media, paid media, email and content marketing.
- Work closely with the Trade Marketing team to support product launches and trade partner activation.
Digital Marketing & Campaigns
- Plan and execute integrated digital campaigns aligned with product launches and marketing priorities.
- Manage external agency partners responsible for performance marketing.
- Ensure digital channels are fully aligned with broader marketing activity.
Data & Performance Insight
- Build strong digital reporting frameworks across all channels.
- Analyse campaign performance, customer behaviour and ecommerce metrics to inform optimisation.
- Provide regular insight to senior leadership on digital performance and opportunities.
Team Leadership
- Lead and develop the digital marketing team, including social media and digital marketing specialists.
- Foster a culture of experimentation, learning and continuous improvement.
- Work closely with the Creative Studio to ensure high-quality digital content.
Cross-Functional Collaboration
- Partner with Product & Design to support product launches and digital merchandising.
- Work closely with Trade Marketing to ensure strong route-to-market activation.
- Support the wider organisation as new digital capabilities and ecommerce platforms are developed.
What we are looking for
Experience
- Strong experience in digital marketing, ecommerce or digital commerce roles.
- Proven track record improving digital performance and lead generation.
- Experience managing digital marketing channels including paid media, social and ecommerce platforms.
- Experience working with agencies and managing digital marketing budgets.
Skills
- Strong commercial mindset and analytical capability.
- Data-led approach to optimisation and decision making.
- Ability to balance strategic thinking with hands-on execution.
- Strong collaboration across marketing, product and commercial teams.
Personal Attributes
- Performance-driven and commercially focused.
- Comfortable operating in a fast-moving environment.
- Strong leadership and team development capability.
- Curious, proactive and focused on continuous improvement.
