Chief Digital & Ecommerce Growth Director

FOOTASYLUM; Rochdale; Hybrid; GBP 120,000 - 180,000; Full time

Job summary

Footasylum seeks a digitally driven leader to own and elevate its UK digital strategy, ecommerce performance and cross-functional digital roadmap. The role will partner with Brand, Merchandising, Product, BI and Technology to drive profitable growth and international expansion, while building a data-driven, customer-centred commerce ecosystem.

You will lead Ecommerce, Digital Product, CRO and Customer Experience teams, delivering measurable improvements in conversion, AOV, CRM, personalisation

Qualifications

• Extensive senior leadership experience across digital commerce, ecommerce, customer growth or digital transformation within a scaled consumer business.
• Experience owning a material ecommerce P&L and multi-million-pound digital marketing investment.
• A proven record of delivering profitable digital growth across revenue, gross profit, contribution and customer value.
• Demonstrable experience leading significant digital transformation, such as re-platforming, digital product development, customer-data transformation or a major change in operating model.
• Strong understanding of attribution, marketing mix modelling, incrementality, experimentation and performance measurement.
• Experience using CRM, customer data, segmentation and personalization to improve acquisition, retention and lifetime value.
• Proven experience of profitably scaling ecommerce across multiple international markets.
• Experience taking at least one new digital channel, market or proposition from initial test to scaled operation.
• Strong leadership experience across senior, multidisciplinary teams and complex cross-functional stakeholder groups.

Responsibilities

• Own and execute Footasylum's UK digital strategy and establish a scalable model for international growth.
• Own digital revenue, gross profit and contribution performance, balancing acquisition, retention, conversion, returns, discount dependency and long-term customer value.
• Translate Footasylum's ambition to move from a webshop to a customer- and community-led commerce ecosystem.
• Build annual and seasonal trading, investment and growth plans aligned with the wider commercial strategy.
• Identify and prioritise new markets, channels, technologies and partnerships based on clear business cases and incremental profit potential.
• Own ecommerce performance and trading execution across revenue, gross profit, conversion, AOV, returns, product availability and sell-through.
• Lead the digital product roadmap across the website, app and other customer-facing digital experiences.
• Drive continuous improvement across product discovery, navigation, onsite search, checkout, site speed, personalisation and conversion.
• Establish a structured experimentation programme using customer insight, behavioural data and robust test design.
• Partner with Merchandising, Product and Operations to align customer demand, product availability, promotional activity and digital presentation.
• Ensure Footasylum delivers a fast, simple, mobile-first and trustworthy experience for both its young consumer audience and the customer completing the purchase.
• Develop an integrated acquisition, retention and engagement strategy across Paid Search, Paid Social, SEO, Affiliates, CRM and emerging digital channels.
• Build a differentiated audience strategy that recognises the needs and behaviours of Footasylum's young consumers as well as the customers - including parents and family members - who complete the purchase.
• Accelerate CRM, loyalty and lifecycle marketing through stronger segmentation, behavioural triggers, personalisation and customer-value management.
• Build TikTok Shop and wider social commerce into scalable, commercially managed channels with clear ownership across content, creators, catalogue, operations and measurement.
• Partner with Brand and Creative to connect brand storytelling, community, creators and performance activity around shared audience and commercial objectives.
• Establish a unified measurement framework covering commercial performance, customer value, attribution, marketing mix modelling and incrementality.
• Partner with BI and Finance to create a consistent view of revenue, gross profit, contribution, acquisition cost and lifetime value by channel, audience and market.
• Improve the quality, accessibility and activation of first-party customer and behavioural data across ecommerce, CRM, paid media and personalisation.
• Use experimentation and customer insights to optimise marketing investment, digital journeys and personalisation, ensuring decisions are based on profitable incremental growth rather than platform-reported return alone.
• Partner with Technology to define and deliver a scalable digital platform roadmap aligned with customer and commercial priorities.
• Lead the business evaluation, prioritisation and delivery of major digital initiatives, including potential re-platforming.
• Ensure that product data, customer identity, platform integrations and digital infrastructure support personalisation, social commerce and international growth.
• Evaluate AI, automation, agentic commerce and emerging technologies against clear customer use cases, commercial value and implementation requirements.
• Lead, coach and develop the senior leaders responsible for Ecommerce and Digital Product, CRO/UX and the webshop, creating clear accountability across the wider digital organisation.
• Establish shared objectives, KPIs, decision rights and operating rhythms across digital functions.
• Act as Footasylum's senior digital spokesperson and decision partner across Brand, Merchandising, Product, BI, Technology, Retail, Operations and Finance.
• Build a customer-centred, commercially accountable culture that challenges legacy thinking and moves the organisation beyond one-size-fits-all approaches.

Skills

Senior leadership

Ecommerce P&L

Digital transformation

Attribution & MMM

CRM & personalization

International growth

Cross-functional leadership

Job description

Footasylum seeks a digitally driven leader to own and elevate its UK digital strategy, ecommerce performance and cross-functional digital roadmap. The role will partner with Brand, Merchandising, Product, BI and Technology to drive profitable growth and international expansion, while building a data-driven, customer-centred commerce ecosystem.

You will lead Ecommerce, Digital Product, CRO and Customer Experience teams, delivering measurable improvements in conversion, AOV, CRM, personalisation