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About R.A.D:
R.A.D is a performance footwear company that uses innovation and creativity to unlock the euphoria of sport. Inspired by skateboarding and surfing, we blend cutting-edge performance with a distinctive aesthetic rooted in lifestyle subcultures. As an underdog in a field dominated by giants, we focus on authentic, credible brand-building that challenges the status quo, crafting a legacy that is Tuned For The Future.
The Role:
The Head of Digital is responsible for leading R.A.D's global digital ecosystem, driving growth and conversion across eCommerce, email, social and performance marketing. Reporting to the Marketing Director, this role resides at the intersection of brand, product, and revenue. You will take ownership of the strategy and execution of our digital channels, collaborating cross-functionally to ensure a high-performing, on-brand, and conversion-focused experience for our customers across every digital touchpoint.
Key Responsibilities:
Digital Strategy & Leadership
* Working closely with the Marketing Director, develop and lead the end-to-end digital strategy to support both brand and commercial goals.
* Own KPIs across DTC revenue, traffic, conversion, CAC, and retention.
* Partner with Marketing, Product, and Creative teams to align campaigns and product drops across all digital touchpoints.
eCommerce Management
* Oversee site experience, merchandising, UX optimization, and platform performance.
* Collaborate with design and development teams to optimize customer journeys and conversion rates.
* Ensure the website reflects the brand's tone, identity, and premium positioning while optimized for performance and scale.
Performance Marketing
* Manage all paid digital channels, including search, social, retargeting, and affiliates.
* Develop data-led strategies to efficiently scale acquisition, retention, and overall ROAS.
* Lead agency relationships and/or internal teams responsible for channel execution.
CRM & Email Marketing
* Oversee the development and optimization of lifecycle email marketing, SMS, and retention programs.
* Build and segment audiences to deliver personalized, high-converting campaigns.
* Work closely with Brand and Creative to ensure messaging consistency across email and owned channels.
Analytics & Optimization
* Own reporting, forecasting, and performance dashboards across all digital channels.
* Use insights to iterate and improve digital strategies across site, spend, content, and UX.
* Implement A/B testing and CRO practices to drive incremental growth.
Team Leadership & Collaboration
* Lead and grow a high-performing digital team across eComm, CRM, and social media.
* Foster a data-driven, curious, and collaborative culture.
* Partner closely with the Commercial, Creative, and Brand teams to ensure digital efforts are fully integrated with broader company priorities.
Requirements
* 7+ years of experience in digital marketing and eCommerce, ideally within a performance or lifestyle brand.
* Strong leadership experience overseeing cross-functional digital teams.
* Proven track record scaling DTC revenue and improving digital efficiency metrics.
* Deep experience in site optimization, paid performance channels, and CRM.
* An analytical mindset with the ability to interpret data and act decisively.
* Experience working with Shopify (or equivalent), Klaviyo, GA4, and modern marketing stacks.
* Passion for sport, movement, and cultural relevance.
Why Join Us
This is a rare opportunity to shape the future of a fast-growing performance footwear brand. You'll lead the digital engine that connects our product, story, and community to customers across the world.
Benefits
* 25 days holiday plus Bank Holidays
* Generous personal footwear and clothing allowance
* Family & friends discount and early access to R.A.D products
* On-site gym
* Quarterly Power of Movement allowance towards fitness pursuits
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