E-commerce and Digital Marketing Manager
Friarwood is an independent fine wine and premium spirits importer, distributor, and retailer with shops in Parsons Green and Wimbledon Village, and a fast-growing e-commerce channel. Our mission is to make the world of fine drinks more accessible and enjoyable through expert curation, outstanding service, and an exceptional online and offline experience.
Following strong year-on-year growth in online revenue, Friarwood is seeking a results-driven Ecommerce & Digital Marketing Manager to accelerate our digital sales strategy, enhance customer engagement, and strengthen brand visibility across all channels.
Friarwood’s online business is entering a high-growth phase. We’re looking for someone who can scale our paid media, increase conversion rates, and unlock the next stage of sustainable e‑commerce growth.
The Role
Reporting directly to the Managing Director, this is a hands‑on and strategic role responsible for driving revenue growth through our Shopify website, digital campaigns, and CRM. The ideal candidate will have a data‑led mindset and a passion for premium drinks, combining creative storytelling with analytical performance marketing.
Key Responsibilities
Ecommerce Management
* Oversee and optimise the daily performance of the Shopify store, ensuring a seamless and high‑converting customer journey.
* Manage product pages, merchandising, and on‑site content to improve conversion rate, AOV, and LTV.
* Implement strategies to grow online sales while protecting margin and customer experience.
* Work closely with logistics and fulfilment partners to maintain efficient shipping processes and stock accuracy.
Digital Marketing & Paid Media
* Lead Friarwood’s digital growth strategy across paid and organic channels.
* Plan, execute, and optimise Google Ads (Search, Shopping, Performance Max) and Meta Ads (prospecting, retargeting) campaigns.
* Oversee affiliate partnerships (AWIN, Wine Searcher) and identify new opportunities for traffic and revenue growth.
* Manage digital marketing budgets, tracking ROI and ensuring spend efficiency.
CRM & Email Marketing
* Develop customer segmentation and retention strategies using Klaviyo.
* Create automated flows and campaigns (welcome, win‑back, abandoned cart, seasonal promotions).
* Monitor and analyse performance metrics to continuously improve open rates, conversions, and customer lifetime value.
Content & Brand Marketing
* Create engaging, brand‑aligned content for social media, newsletters, and blogs that showcase our producers and products.
* Support SEO through keyword optimisation, internal linking, and structured content strategy.
* Collaborate with suppliers and brand partners on co‑branded campaigns, product launches, and content assets.
Retail & Events Integration
* Coordinate digital promotion of in‑store events, tastings, and seasonal activations.
* Collaborate with the retail team to align online and offline sales strategies.
* Support creative initiatives such as window displays, photography, and video content.
Key Skills & Experience
* Proven success in e‑commerce and digital marketing, ideally in the wine, spirits, or premium consumer goods sector.
* Expert knowledge of Shopify, Google Ads, Meta Ads, and Klaviyo (or similar CRM platforms).
* Strong analytical ability using Google Analytics (GA4) and Shopify reporting to interpret data and inform strategy.
* Solid understanding of SEO best practices, affiliate marketing, and conversion rate optimisation.
* Creative mindset with excellent copywriting and visual communication skills.
* Highly organised, proactive, and comfortable managing multiple campaigns simultaneously.
Why Join Friarwood
* Competitive salary and performance‑based incentives.
* Annual staff wine & spirits allowance and discounts.
* Opportunity to shape the digital growth of an award‑winning independent fine wine retailer.
* Collaborative, entrepreneurial environment with room to grow.
To apply, please send CV and Cover Letter to Career@friarwood.com
Seniority level: Mid‑Senior level
Employment type: Full‑time
Job function: Marketing and Sales
Industries: Food and Beverage Services
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