Digital Performance and CRM Manager (Maternity Cover)

good hair day; London; On-site; GBP 60,000 - 80,000; Full time

Job summary

A premium haircare brand based in London is seeking a Digital Performance and CRM Manager to own the performance marketing channels. The role involves developing customer acquisition strategies, managing the marketing budget, and leading third-party agencies. Candidates should have a minimum of 5 years in digital marketing and a strong background in CRM and analytics.

Qualifications

• Minimum 5 years of digital marketing experience in a D2C brand.
• Proven success in optimizing performance marketing across channels.
• Excellent analytical skills, proficient in Excel and PowerPoint.

Responsibilities

• Develop media strategies and disruptive plans for the brand.
• Manage and optimize the UK&I digital marketing budget.
• Collaborate with digital agencies to optimize campaigns.

Skills

Digital marketing

PPC

SEO

CRM strategy

Data analysis

Tools

Emarsys

Salesforce

Bloomreach

Job description

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JOB DESCRIPTION

Reporting to the Ecommerce Director UK&I, the role of Digital Performance and CRM Manager is to own the Performance marketing channels of the brand and to grow ghdhair.com UK and Ireland business. The selected candidate will have significant experience in Media, PPC, SEO, Affiliates, and CRM, either on the brand or agency side with good client experience. The role involves developing and implementing strategies for customer acquisition, retention, and loyalty, with a strong focus on CRM—personalisation, segmentation, customer journeys, and creative strategy. You will also define ghd's lifecycle marketing roadmap, analyze key customer KPIs, and lead our third-party agency and Digital Assistant.

KEY RESPONSIBILITIES

• Develop media strategies and disruptive plans for the brand and categories, in liaison with the Head of Brand & Online Marketing, to meet KPIs.
• Create multi-channel performance communication strategies across CRM, Paid Social, Paid Search, SEO, Display, Affiliates, SMS, and on-site messaging.
• Manage and optimize the UK&I digital marketing budget to maximize performance and ROI.
• Forecast and optimize performance to meet growth and revenue targets for ghdhair.com by category, integrating digital strategies with offline and third-party initiatives.
• Collaborate with local digital agencies to optimize paid search and social campaigns, ensuring they are targeted, executed excellently, timely, and on-brand. Manage PPC ad copy and keyword strategies.
• Work with the UK&I Brand Marketing team to communicate the brand strategy through performance marketing channels.
• Coordinate with the Senior Social & Content Manager to develop paid social content strategies that deliver ROI and tell the brand story.
• Set clear goals and KPIs for campaigns to ensure continuous delivery and identify opportunities for improvement and efficiency.
• Optimize the customer marketing platform (CMP), improving CTR, CVR, and growth, focusing on customer acquisition, retention, and loyalty KPIs.
• Collaborate with affiliate partners and third parties to drive customer acquisition and grow the affiliate channel, including promotions and approvals.
• Work with digital and content teams to implement SEO best practices across channels.
• Refine audience targeting strategies to maximize ROI, including developing test plans.
• Leverage new digital initiatives to engage consumers and enhance brand experience.
• Build strong relationships with agencies to identify opportunities to drive loyalty and increase first-party data and customer lifetime value.
• Demonstrate strategic thinking and execution within a global framework.
• Model and champion the 5Cs framework: Collaborative, Creative, Courageous, Connected, and Committed.

REQUIREMENTS

• Minimum 5 years of digital marketing experience in a D2C brand, premium retail, agency, or ecommerce environment.
• Proven success in optimizing performance marketing across search, affiliate, retargeting, paid social, programmatic, CRM, and SEO to achieve revenue targets and ROI.
• Expertise in paid search, paid social, and managing digital agencies.
• Experience in CRM strategies and campaigns, aligning with digital channels.
• Knowledge of ESPs like Emarsys, Salesforce, Bloomreach, etc.
• Experience in digital media planning, budgeting, and MMM.
• Proven ability to drive growth in CRM, with best practices in data hygiene and deliverability.
• Experience working with affiliate networks, publishers, and third-party partners, including optimizing programs.
• Resilient and agile in a dynamic market environment.
• Strong commercial instinct to improve KPIs and performance.
• Ownership and accountability with examples of measured risk-taking.
• Excellent analytical skills, proficient in Excel and PowerPoint.
• Energetic, enthusiastic, positive attitude, passionate about ecommerce and digital.
• Actively embodies and lives the ghd brand.
• UK-based with ability to travel within UK and ROI without restrictions.

VALUES

We are committed to our five core values and seek employees who embody these daily:

• Collaborative - We work together to create the extraordinary.
• Creative - We foster creativity and excellence to add value.
• Courageous - We are agile, entrepreneurial, and own our future.
• Connected - We stay connected and consumer-focused.
• Committed - We are responsible for our impact on others and the planet.