Job Description
This role is critical in leading the strategy & development of the Digital / e-Commerce function as part of the Senior Management team within the Opticians Customer & Commercial function.
Boots Opticians priority is to develop and launch a new an online proposition which leads the High Street Optical sector in the UK, growing both the existing online support of the retail funnel as well as incremental standalone online sales of sunglasses, glasses and accessories.
Job responsibility
Development & launch of new online platform (initial key focus)
* Launch of new front-end website on Salesforce Commerce Cloud in 6-12 months
* Strategic relationship with key technical and digital partners
* Strategic relationship with the Boots digital retail team for short- & longer-term opportunities
* Performance of site against set goals
Commercial and Category Planning
* Develop and plan the delivery of the annual digital marketing activity to deliver against the business revenue targets and managing the digital marketing spend. This includes budgeting, spend and revenue forecasting across key digital performance channels for each financial year
* Working with our commercial and finance colleagues, you will initiate and deliver online only performance drivers
* You will be a key commercial colleague representing the Boots digital channel to the wider Opticians commercial, retail and operational teams
* Daily, Weekly, Monthly and Quarter reporting, MBR / QBR delivery to directors and execs
Merchandising and UX
* Build on the commercial plan to ensure the website is merchandised using data and insights to best enhance the customer journey and optimize conversion
* Ensure the site is merchandised in accordance with the company commercial plan
* Liaise with a team of designers and copy writers to deliver the assets and build SEO optimized category pages, sub-pages
* Develop and evolve a continuous plan of MVT, conversion and incremental enhancements, with an extended or centralized optimization team
* Liaising with the respective technical and design teams to create and manage the website design, customer journeys, user experience and SEO-optimized structure
Performance Marketing
* Evolve and implement the customer acquisition and retention strategy and be responsible for the strategy and delivery of PPC, SEO, and Affiliates
* Be responsible for the implementation and delivery of our key KPIs across performance marketing
* Working cross functionally with the Customer & Commercial Director and BUK Digital / Ecommerce team to lead the innovation roadmap for our marketing technology stack
* Be accountable for a digital marketing budget in excess of £2 million per annum
* Ensure that analytics are embedded in the daily ways of working, including establishing intelligence on competitor online activity to ensure the company maintains strong relevance
* Develop and maintain relationships with relevant agencies, including Mediacom and Google, to drive performance across key business campaigns and events
* Provide leadership to the team as it grows in line with performance, by delivering clear objectives and supportive development of our people. Also supporting the company business across key people strategies by adopting an influencing role in the growth of the business, such as contributing to the company’s talent management processes and supporting employees with identified potential
Capabilities required
* Extensive experience working in digital with demonstrable experience in an e-commerce development function for another B2C organisation. This will have involved ecommerce trading.
* Data Insight Led – adept at leading the development and delivery of data and insight led strategies
* Previous experience of owning a performance marketing budget that delivers growth and ROAS
* Passionate about the customer and using customer first approach to solving problems and driving results
* Strong influencing skills and ability to work effective working relationships across the company, including senior leaders
* Strategic thinker and commercial acumen - able to build & translate strategies into deliverable actions
* Inspirational communication skills, careful listener with an ability to influence and bring others to a common viewpoint
* Able to work effectively in a fast-paced environment whilst initiating and responding positively to challenging ideas and pressures
Location
Boots Opticians HQ: 2 days in Nottingham
River Content Ltd: 1 day in Farringdon, London
Remote Work: 2 days
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