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Head of Business - Ecommerce

Job Description


  • Manage the annual marketing budget (customer acquisition and e-commerce) with regular review and reporting on ROI of each activity
  • Support senior managers in key decisions on business strategy and digital marketing.
  • Manage the implementation of the strategy, getting the most out of internal teams and external agencies
  • Continually review the relevance and commercial potential of new areas of digital development, and make recommendations to the Board


  • Develop, own, drive and implement the overall e-commerce strategy to ensure revenue growth through increased customer acquisition, conversion and AOV
  • Be responsible for overall website performance and online trading.  Work closely with the IT team, the E-commerce / Website Manager and outside suppliers on continuous improvements to the public website and digital systems
  • Manage and develop our website (and sub-sites) to optimise new customer acquisition,sales and brand experience
  • Work with NPD manager and others to promote an engaging and exciting product range with the emphasis on seasonality
  • Be accountable for identifying and driving .products and promotions

Customer acquisition

  • Develop and implement our customer acquisition strategy, including: SEO, PPC, affiliate, social, print advertising, direct marketing and leafleting, as well as emerging channels
  • Manage and develop tools for comparative evaluation of different channels, looking at CPA, quality and quantity of customers
  • Conduct regular and in-depth analysis of our customer trends and patterns and act on this analysis to inform short, medium and long term strategy


  • Management of the e-commerce team
  • Other projects and responsibilities which arise on an ad hoc basis