Head of Digital

Inis - Fragrances of Ireland; Bray; Hybrid; EUR 90,000 - 110,000; Full time

Benefits offered by this job

Competitive salary + bonus

Hybrid working arrangement

20 Days Annual Leave

Company Health Insurance

Pension Contribution

Employee Engagement Programme

Quarterly Social Events

Free Car Parking

Senior leadership autonomy

Job summary

INIS - Fragrances of Ireland seeks a Head of Digital to own the digital revenue strategy across D2C, Amazon, paid media, SEO, email and social, building the systems, team and agency relationships for profitable growth over three years.

You will lead a small, high-performing digital function with three direct reports, reporting to the International Sales & Marketing Director, and shape INIS's digital future from Kilmacanogue offices.

Qualifications

• Proven track record in digital marketing and profitable ecommerce growth.
• Experience managing Amazon as a revenue channel and brand on multi-market expansion.
• Commercially sharp with ability to build ROI investment cases and present them clearly to leadership.
• Excellent communicator who translates digital performance into clear leadership narratives.

Responsibilities

• Own digital revenue targets, profitability, forecasting and budgets across all channels.
• Drive growth for the D2C website and Amazon with conversion optimisation, SEO and customer experience.
• Lead paid media strategy, budgets and performance across key international markets; manage agency relationships.
• Lead Klaviyo email marketing and CRM strategy to grow customer value and retention.
• Direct the social media strategy and digital brand with defined KPIs and content governance.
• Build and lead the digital team, fostering a high-performance, data-driven culture.

Skills

Digital marketing

Amazon marketplace

Budget management

Leadership

Data-driven decision making

Strategic planning

Tools

Klaviyo

Job description

About Fragrances of Ireland Ltd

About Us
About Fragrances of Ireland Ltd
INIS — the Energy of the Sea - is the signature fragrance of Fragrances of Ireland, a family-owned, independent boutique perfumery that has spent more than 30 years crafting ocean-fresh fragrance, seaweed-enriched body care, and home scent inspired by the wild Atlantic coast of Ireland. What began around a kitchen table has grown into a brand beloved by gift retailers and their customers around the world - warm, authentic and genuinely joyful - while staying true to its independent, family-run roots.
INIS has grown into a significant international brand with the United States as its primary market. Products are sold through an established B2B retail network of gift shops and lifestyle stores, Amazon and a growing Direct-to-Consumer website. The brand is at an exciting inflection point - investing in digital for the first time in a structured, ambitious way — and the Head of Digital will be the person who leads that transformation.
About The Role
This is a newly created senior leadership position with a genuinely open mandate. You will own the entire digital revenue strategy for INIS - across D2C, Amazon, paid media, SEO, email and social - and will be accountable for building the systems, team and agency relationships that deliver profitable digital growth over a 3-year horizon. You will have three direct reports initially: an Amazon Manager, a D2C /Website Manager, and a Social Media Manager.
The Head of Digital will be a hands-on commercial leader who sets strategy, drives execution, owns the numbers, and builds a high-performing digital function around them. You will inherit a brand with exceptional consumer love and near-unanimous positive sentiment — and the mandate to build the digital platform that brings it to a much larger audience.
If you are commercially sharp, brand-literate, and want to build something from the ground up with the full support of a leadership team that is genuinely committed to making this work - this is a rare opportunity.
What You'll Do
The role spans six interconnected areas of responsibility, each drawn from the INIS 3-year Digital Roadmap.
Lead Digital Strategy and Commercial Performance

• Own digital revenue targets, profitability, forecasting and budgets across all channels
• Drive sustainable growth, with clear accountability for channel contribution margins and return on investment
• Track key commercial metrics including customer acquisition cost, lifetime value, new versus returning customer revenue and marketing efficiency
• Report performance and growth opportunities to senior leadership through a consolidated digital dashboard
• Ensure digital strategy supports the wider business and established retail network
  

Grow D2C and Amazon

• Drive profitable revenue growth across the D2C website and Amazon
• Lead website conversion optimisation, customer experience, SEO and AI search visibility
• Set clear commercial KPIs for revenue, conversion, customer acquisition and profitability
  

Lead Paid Media and Customer Acquisition

• Own paid media strategy, budgets and performance across key international markets
• Manage agency relationships and hold partners accountable for results
• Ensure campaigns minimise costs, and drive commercial results while protecting brand consistency
  

Build CRM and Customer Retention

• Lead the Klaviyo email and CRM strategy to grow customer value and repeat purchasing
• Develop customer lifecycle programmes, segmentation and automated email journeys
• Drive database growth, retention and customer lifetime value
  

Lead Social Media and Digital Brand
Direct the social media strategy, team and agency partners

• Set KPIs for engagement, audience growth, traffic and commercial contribution
• Oversee content planning and the efficient use of creative assets, ensuring all content aligns with INIS brand identity guidelines
  

Build and Lead the Digital Team

• Lead, coach and develop the digital team, establishing clear priorities and accountability
• Build a performance culture with measurable objectives, regular reviews and continuous improvement
• Strengthen digital capabilities, systems and processes to support long- term growth
• Work collaboratively across sales, marketing, finance and operations to deliver business objectives
  

Qualifications And Experience
Digital expertise and commercial capability

• Proven track record in digital marketing, managing significant budgets, delivering measurable and profitable ecommerce growth, and leading teams through change
• Experience managing Amazon as a revenue channel — Seller Central or Vendor Central, advertising, brand management and multi-market expansion
• Commercially sharp - able to build investment cases, present ROI clearly to a senior leadership team, and make confident decisions with data
• An excellent communicator who can translate digital performance into clear, confident narratives for a leadership team that is new to digital investment
  

People leadership and ways of working

• A proven people leader and natural mentor — setting clear objectives, giving regular feedback, and building capability across a small, close-knit team
• Experience managing agency relationships with real accountability whilst building productive partnerships
• A collaborative working style - someone who builds trust quickly with colleagues across the business and leads through influence
• Comfortable working in a company that is investing in digital for the first time — bringing structure, pace and clarity as the function grows
  

The Kind of Person We Are Looking For
Skills and experience matter - but so does the fit. INIS is a warm, family-owned company with a distinctive culture, and the Head of Digital needs to be someone who genuinely thrives in that environment. Our ideal candidate will be

• A natural owner - direct and confident
• Brand/Marketing-literate as well as commercially driven
• Curious, resilient and energised by the challenge
• People focused, empathetic and approachable
  

Nice to Have

• Consumer marketing experience in consumer goods, beauty, fragrance, gifting or a premium lifestyle brand
• Experience launching or scaling D2C from a low base across multiple markets — particularly the US, UK, Ireland and Germany
• Understanding of AI search optimisation (GEO/LLM) and how content strategy feeds discoverability in AI-powered search environments
• Previous experience in a family-owned or founder-led business — understanding the culture, pace and commercial instincts that come with it
  

What We Offer

• Competitive salary with performance bonus aligned to digital revenue targets
• Hybrid working arrangement based out of our Kilmacanogue, Co. Wicklow offices - 2 days per week in the office as a minimum
• 20 Days Annual Leave
• Company Health Insurance (following completion of Probation Perod)
• Pension Contribution
• Employee Engagement Programme
• Quarterly Social Events
• Free Car Parking
• A senior leadership role with genuine autonomy and a direct line to the International Sales & Marketing Director
• The opportunity to build INIS's digital capability from the ground up - with committed investment, a clear 3‑year strategy, and full leadership support
• The chance to work with one of Ireland's most loved and internationally recognised consumer brands, in a warm, family owned culture where people are genuinely valued
  

The Pay Range For This Role Is
90,000 - 110,000 EUR per year(Ireland)