Head of Digital

Caravan and Motorhome Club; East Grinstead; On-site; GBP 70,000 - 90,000; Full time

Job summary

A leading travel organization located in East Grinstead is seeking a skilled digital leader to develop and execute their digital strategy. The ideal candidate will have extensive experience in digital marketing, team leadership, and data management. This role involves managing digital platforms and fostering a data-first culture to enhance commercial performance. The successful applicant must excel in stakeholder communication and possess strong leadership skills, alongside a deep understanding of digital strategies to drive growth.

Qualifications

• Experience in a senior digital leadership role with proven success.
• Strong leadership experience in managing a digital team.
• Expert in digital marketing, SEO, PPC, and data privacy regulations.

Responsibilities

• Develop and execute a digital strategy for business growth.
• Lead and manage the digital team, fostering high performance.
• Oversee digital platform optimization and user experience.

Skills

Digital strategy development

Team leadership

Data analysis

Stakeholder management

SEO knowledge

Tools

EPiServer / Optimizely

Google Analytics (GA4)

SEMRush

Job description

Key Tasks/Accountabilities

• Strategic Leadership: Develop, own, and execute the overarching digital strategy in collaboration with senior stakeholders to drive business growth and achieve our objectives.
• Digital Innovation: Act as the digital champion for the business, identifying new opportunities and making strategic recommendations to enhance commercial performance and the member and guest experience.
• Platform & UX: Accountability: Hold joint accountability for the development, management, and optimisation of our digital platforms (e.g., camc.com, experiencefreedom.com, and associated apps), championing a best-in-class user experience through continuous testing and improvement.
• Data-Driven Culture: Drive a data-first approach across the marketing department, overseeing the analysis of all relevant data to provide actionable insights and enable data-driven decision‑making.
• Performance Management & Reporting: Ensure robust monitoring, tracking, and analysis of all digital marketing KPIs (e.g., lead generation, conversion rates, ROI), delivering clear dashboards for key stakeholders.
• Team Leadership & Development: Lead, manage, and ensure the ongoing professional development of the digital team, fostering a culture of high performance.
• Budget Management: Hold full accountability for the digital budget, ensuring it is managed effectively to deliver against the digital roadmap and marketing strategy.
• Agency & Partner Management: Manage relationships with key digital agencies and technology partners, maximising value and ensuring all projects are delivered on time, on budget, and to the highest standard.
• Compliance & Governance: Ensure all digital platforms and activities adhere to relevant legal, regulatory (FCA, OFGEM), and data protection (GDPR, PECR) frameworks, staying abreast of technological changes that could impact performance.
• Stakeholder Communication: Ensure clear communication of product improvements, insights, and strategic recommendations to all relevant internal and external stakeholders.
• Senior Team Collaboration: Act as a key member of the senior marketing leadership team, working alongside the Head of Marketing, Head of Commercial, Head of Strategic Product Development and Head of Publishing to deliver a cohesive strategy.
• Other Duties: Any other duties as requested by the Director of Marketing & Membership Services.

Essential Skills & Experience Required

• Proven experience in a senior digital leadership role, with a track record of developing and executing successful digital strategies that drive commercial growth.
• Extensive experience managing and optimising a complex digital ecosystem, including multiple websites, apps, and analytics platforms.
• Experience working with EPiServer / Optimizely content management system or equivalent.
• Experience identifying and implementing AI‑driven solutions for customer segmentation, personalised content delivery, predictive analytics, or enhanced member services.
• Strong leadership skills with demonstrable experience in managing and developing a multi‑disciplinary digital team.
• Expert knowledge of the full digital marketing mix, including SEO, PPC, CRO, content, social media, and email marketing.
• Experience in ethical AI deployment and governance, with an understanding of data privacy and algorithmic bias.
• Highly data‑literate, with deep experience in web analytics (specifically GA4 and Google Search Console), digital marketing data analysis (SEMRush, Yext), and using insights to inform strategy and tactics.
• Experience managing large digital budgets and demonstrating clear ROI.
• Exceptional stakeholder management and communication skills, with the ability to influence at all levels of an organisation.
• Strong understanding of UX principles, A/B testing, and website optimisation techniques.
• Experience managing third‑party agencies and technology vendors.
• A thorough understanding of data protection regulations, including GDPR, PECR, and digital compliance.
• Experience and focus on how to use AI to get a competitive advantage, improve the user experience, and drive commercial performance.

Team Structure & Relationships

• You'll report directly to the Director of Marketing & Membership Services.
• You'll be a key member of the SLT and sit on a number of key boards within the business’s governance framework: Business Delivery Board (BDB), Strategic Change Board (SCB), Digital Board, Data Security Protection Group, and AI Board.
• You'll be a key member of the senior leadership marketing team, working alongside the Head of Marketing, Head of Commercial, and Head of Publishing.