Digital Director - Wellness
Location - Lancashire
Pension scheme.
Private healthcare.
Annual company performance-based bonus.
25 days' holiday plus bank holidays.
Company events and team activities.
Employee discount on company products.
Free on-site gym.
Our client is a fast-growing, science-driven wellness and performance brand with an exceptionally engaged community at its heart.
The Role:
As Digital Director, you'll own the digital strategy and performance of the business across three core pillars: Growth & Acquisition, Retention & CRM, and Ecommerce & Conversion.
You'll lead the channel specialists responsible for each area, ensuring they have clear targets, effective processes and the resources required to perform.
Key Responsibilities:
- Own the overall digital strategy and roadmap across acquisition, retention and ecommerce, aligned with wider commercial and brand objectives.
- Translate the broader marketing and brand strategy into a clear digital growth plan.
- Lead and develop the Growth, Retention and Ecommerce leads, creating a high-performing digital team.
- Identify future capability requirements and support the recruitment and development of new team members, agencies and freelance partners.
- Establish clear objectives, KPIs and accountability across each area of digital.
- Set overall acquisition targets including CAC, payback period and new customer growth, working closely with the Growth Lead.
- Own the allocation of the overall digital budget across acquisition, retention and ecommerce investment.
- Regularly review acquisition performance and identify opportunities to scale, optimise or course-correct.
- Set top-line retention and LTV targets, including repeat purchase, churn and subscription growth.
- Work closely with the Retention Lead to develop the overall customer lifecycle strategy.
- Own the Shopify ecommerce roadmap, including UX, merchandising, landing pages, conversion rate optimisation and site performance.
- Set targets for conversion rate, AOV and ecommerce revenue alongside the Ecommerce Lead.
- Own the digital reporting framework across GA4, Shopify analytics, attribution and marketing measurement.
- Partner closely with Brand and Creative to ensure campaigns translate effectively across paid, owned and ecommerce channels.
About You:
- 8+ years' experience in ecommerce, DTC or digital growth, ideally within a consumer, challenger-brand or high-growth environment.
- Experience across at least two of customer acquisition, retention/CRM and ecommerce, with a strong working understanding of the third.
- Proven experience leading senior channel specialists, Leads or Heads of function.
- Demonstrable experience owning or contributing to a significant digital P&L and budget.
- Strong commercial understanding of CAC, LTV, contribution margin, payback and forecasting.
- Experience operating within a fast-growing, founder-led or entrepreneurial consumer business.
- Experience within health, wellness, beauty, nutrition, FMCG or another high-consideration consumer category would be advantageous.
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