Digital Experience Manager

PFD Food Services; City of Melbourne; Hybrid; AUD 110,000 - 140,000; Full time

Benefits offered by this job

Discounted food

Travel discounts

Entertainment discounts

Gym membership

Staff parking

Job summary

PFD Food Services is evolving its digital experience to better serve a growing B2B customer base. The Digital Experience Manager will own ongoing evolution and performance of the online experience, identify opportunities to remove friction and improve product discovery, and translate insights into the digital roadmap.

You’ll work across Digital, Technology and the broader business to prioritise impactful improvements.

Qualifications

• 5+ years’ experience in digital experience, eCommerce optimisation or related field.
• Experience in large-scale retail or FMCG environments is preferred.
• Proven track record improving transactional digital journeys (UX, search, navigation, discovery, conversion).
• Strong ability to interpret data, extract insights and translate into action.
• Experience with experimentation and using results to improve experiences.
• Ability to influence across commercial, digital and technology stakeholders.

Responsibilities

• Own ongoing optimisation of PFD’s digital customer experience across journeys.
• Leverage analytics and Voice of Customer insights to identify friction points and improvement opportunities.
• Optimise search, navigation, product discovery and conversion for easier purchasing.
• Develop and drive a clear testing/experimentation approach (A/B testing) to inform improvements.
• Turn customer/ commercial insights into recommendations that shape the digital roadmap.
• Prioritise opportunities by customer impact and commercial value for maximum effect.
• Partner with Digital, Merchandise, Technology, Sales, Customer Service, Operations and external partners to implement improvements.
• Establish meaningful reporting to track performance and support digital adoption and repeat usage.
• Explore emerging capabilities including AI to further enhance the customer experience.

Skills

Digital experience

CRO

A/B testing

Analytics

Stakeholder management

Customer-centric

Job description

• You’ll shape how PFD continues to grow and evolve.
• Discounted food, travel, entertainment, gym membership, staff parking and, + more.
• Hybrid working environment | Mulgrave Location.

Company

At PFD, we bring people together through food, but it’s the people behind the plate that make it happen. While we’re one of Australia’s leading foodservice distributors and part of the Woolworths Group, we’ve maintained a genuine, down-to-earth culture where relationships matter and every role makes a difference.

About this Position

PFD is at an exciting point in its digital evolution, with a new ecommerce experience being built to transform how our customers interact and transact with us.

As our new Digital Experience Manager, you’ll join a newly established function with the opportunity to shape what comes next. Launch is only the beginning, and your focus will be on owning the ongoing evolution and performance of PFD's digital experience, ensuring it continues to deliver value for both customers and the business.

Using customer behaviour, analytics, Voice of Customer insights and experimentation, you’ll identify opportunities to remove friction, improve product discovery and make it easier for customers to do business with PFD online.

Acting as the voice of the customer and a key business stakeholder, you'll identify, evaluate and prioritise opportunities that improve digital adoption, engagement, customer experience and commercial performance. You'll manage a pipeline of enhancements and work across Digital, Technology and the broader business to focus effort on the initiatives that will have the greatest impact.

You’ll balance customer needs, commercial outcomes, business priorities and technical considerations, translating insights into clear recommendations that help shape and influence the digital roadmap.

This is not a traditional eCommerce trading role or a hands-on technical build role. It’s an opportunity to bring together customer experience, data, experimentation and commercial thinking to influence meaningful improvements at scale.

With a large product catalogue, an established B2B customer base and digital adoption a priority across the business, you’ll have the opportunity to help shape the experience from the ground up and see the impact of the improvements you introduce, while driving measurable outcomes for both customers and the business.

Key Responsibilities

• Own the ongoing optimisation of PFD’s digital customer experience, identifying and removing friction across key customer journeys.
• Use analytics, customer behaviour and Voice of Customer insights to understand where customers are getting stuck and identify opportunities for improvement.
• Optimise search, navigation, product discovery and conversion, making it easier for customers to find and purchase what they need.
• Develop and drive a clear testing and experimentation approach, including A/B testing, to understand what works and inform future improvements.
• Turn customer and commercial insights into clear recommendations that help influence the digital product roadmap.
• Prioritise opportunities based on customer impact and commercial value, focusing effort on the improvements that will make the biggest difference.
• Partner across Digital, Merchandise, Technology, Sales, Customer Service, Operations and external partners to bring improvements to life.
• Establish meaningful reporting to track performance, identify opportunities and support increased digital adoption and repeat usage.
• Explore emerging digital capabilities, including AI, that could further improve the customer experience.

What We’re Looking For

To thrive in this role, you will bring:

• 5+ years’ experience across digital experience, eCommerce optimisation, digital product, CRO or a related discipline.
• Experience working in a large-scale retail, FMCG or similarly complex commercial environment.
• Demonstrated experience improving transactional digital customer journeys across areas such as UX, search, navigation, product discovery and conversion.
• Strong commercial acumen and the ability to interpret data, identify meaningful insights and translate them into action.
• Experience with experimentation and A/B testing, using results to inform customer experience improvements.
• Strong prioritisation skills - you understand that not everything can be done at once and know how to focus on the opportunities that will have the greatest impact.
• The ability to influence and work effectively across commercial, digital and technology stakeholders.
• A customer-first, curious and continuous improvement mindset.

What PFD is Offering the Successful Candidate

We are offering competitive remuneration, superannuation and other staff benefits (such as discounts on staff purchases, discounted accommodation, health insurance and banking.

Culture & Values

Customer Focus

Know your external and internal customers. Gain and preserve their confidence because we can only be successful if our customers are successful.

Respect

Treat people at work and in the community as they would like to be treated. Act safely, responsibly, and ethically.

Passion

Share the passion of making us a successful and dynamic company. Let’s celebrate successes.

Let’s minimise the complications of doing business so customer services are on time, accurate and reliable. Share ideas to improve our company.

Leadership

All of us can be leaders in our day to day working lives. Bring out the best in yourself and the people around you. Do what you say you are going to do.

Applications close Monday 19 October 2026 at 12:00 pm (AEST). Early applications are encouraged, as hiring managers may begin shortlisting candidates before the closing date. Only shortlisted candidates will be contacted. All applications will be treated confidentially.

As part of our recruitment process, do you consent to undergoing employment checks? These may include a medical assessment (which may involve drug and alcohol testing), a National Police History Check, a Working With Children/Vulnerable Groups Check, and a Licence Validation/Demerit Point Check.

Please note:

We do not accept unsolicited CVs from recruitment agencies or third parties. Any CVs sent directly to Line Managers will not be considered, and we will not be responsible for any associated fees or costs.

PFD Food Services is committed to being an Equal Employment Opportunity employer

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