JOB DESCRIPTION
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Lead the development of the end-to-end digital customer journey (online and in-centre), in collaboration with the Digital Transformation team—ensuring a frictionless experience pre-, during-, and post-visit
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Partner with Product and Operations teams to create compelling package offerings, review pricing strategies, and ensure digital experiences align with market trends and consumer behaviours
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Oversee website SEO and ensure the overall site UX and content architecture are optimised for discoverability, conversion, and LLM compatibility (e.g. voice/search AI tools)
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Champion a test-and-learn culture, working with digital product and analytics teams to implement experimentation, CRO tactics, and continuous improvements across platforms
CRM & Loyalty
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Own the customer retention and loyalty strategy, driving repeat engagement, visit frequency, and lifetime value across territories
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Ensure the effective use of CRM platforms, automated messaging, and AI-driven personalisation to deliver relevant, timely, and customer-centric communications
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Collaborate with the Data Science team to develop and deploy retention and segmentation models, integrating insights into the website experience, CRM journeys, and promotional planning
Paid Media
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Lead the international paid media strategy in partnership with in-house teams and agency partners, ensuring channel mix and spend efficiency are optimised across platforms (e.g. Google, Meta, Programmatic)
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Align digital acquisition strategy with territory-specific goals, ensuring campaigns are driving qualified traffic to localised landing pages and promotional offers
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Support local centres and seasonal campaigns, ensuring digital activity reflects in-centre needs, operational calendars, and local trading dynamics
Required Experience:
Experience & Qualifications
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Minimum 10 years of experience in eCommerce and digital marketing, with at least 5 years in a senior international or multi-territory role
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Proven success managing and scaling eCommerce channels across multiple markets, ideally within the hospitality, leisure or retail sectors
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Experience leading cross-functional digital teams including UX/UI, CRM, performance marketing, and data/analytics
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Strong understanding of digital platforms, martech stacks, and customer data platforms (CDPs)
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Demonstrable success using personalisation, automation, and AI tools to enhance customer experience and conversion rates
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Experienced in working closely with territory leaders, business partnering and influencing at all levels, while building and maintaining strong, collaborative working relationships