Head of Digital (eCommerce house of brands) eShopping Group is seeking an innovative and data-driven Head of Digital to lead our digital marketing efforts. This senior role is integral to our growth strategy, focusing on driving customer acquisition, retention, and lifetime value (LTV) while optimising our marketing efficiency ratio (MER). The ideal candidate will be responsible for leading our digital marketing strategy across various channels, including performance media, conversion rate optimization (CRO), and data-driven growth hacking initiatives. This role requires a balance of strategic thinking, creative problem-solving, and hands-on execution.
Why join us at eShopping Group? eShopping Group offers a flexible working environment . Work with an international team of 30+ people , in Australia, United States, Philippines, Vietnam, China and the United Kingdom! We look for team members whose personal and career goals align with ours and we know we can grow together . We love working with people who have a vision of where they want to be, especially when we believe that our business will be great for you personally! Receive mentoring from our leaders and advisors, two of which are recognised in Australia as Top 50 People in eCommerce !
Key Responsibilities: Performance Media Strategy Oversee Paid Media Campaigns: Develop multi-channel digital advertising strategies (including Google Ads, Facebook/Instagram Ads, and other platforms) that align with business goals. Ensure continual monitoring and optimising of campaigns to ensure they meet target KPIs, particularly around CAC and MER. Budget Management: Allocate and manage digital marketing budgets across channels to maximise ROI while maintaining the 17% MER target. Media Buying & Optimisation: Oversee the in-house media buying team, ensuring a balance between customer acquisition costs and lifetime value. Conduct regular performance reviews and adjust tactics as necessary to optimise ad spend. Customer Retention & Lifetime Value (LTV) Develop and implement customer retention strategies, including loyalty programs, personalised marketing, and re-engagement campaigns. Leverage customer data to create segmented marketing strategies that target specific customer groups with tailored messaging. Lifecycle Marketing: Implement lifecycle marketing initiatives to increase customer repeat purchase rates and overall lifetime value. Churn Analysis & Reduction: Analyse churn data to identify at-risk customers and develop strategies to reduce churn and improve retention rates. Conversion Rate Optimization (CRO) Website & Landing Page Optimization: Lead the development and execution of A/B testing strategies to improve website conversion rates. Collaborate with UX/UI teams to enhance site design, layout, and content based on user behaviour and testing results. Analytics & Heat Mapping: Utilise analytics tools (e.g., Google Analytics, Hotjar) to monitor user behaviour and identify areas for improvement in the conversion funnel. Checkout Process Improvement: Optimise the checkout process to reduce cart abandonment and improve overall conversion rates. Performance Monitoring & Reporting: Establish dashboards and reporting mechanisms to track key metrics such as sales revenue, CAC, LTV, and MER. Provide regular performance reports to senior management, with insights and recommendations for continuous improvement. Data-Driven Decision Making: Use data to inform marketing strategies, making adjustments based on real-time analytics and performance trends. Predictive Analytics & Forecasting: Implement predictive analytics models to forecast trends and customer behaviour, enabling proactive strategy adjustments. Identify and test new growth opportunities, leveraging emerging technologies and platforms to drive business growth. Lead rapid testing and iteration of new ideas and campaigns, with a focus on scaling successful initiatives. Ensure seamless integration of marketing campaigns across all digital channels, optimising for consistency and effectiveness. Qualifications: Proven Experience: At least 7-10 years of experience in digital marketing, with a strong emphasis on e-commerce. Experience in the skin and beauty, pet products, or related sectors is highly desirable. Strategic Leadership: Demonstrated ability to develop and execute comprehensive digital marketing strategies that drive business growth. Analytical Proficiency: Strong analytical skills with experience in data-driven marketing, including the ability to interpret complex data sets and make actionable recommendations. Technical Expertise: Proficiency with digital marketing tools and platforms, including Google Analytics, Google Ads, Facebook Business Manager, Shopify, Klaviyo and CRO tools like Optimizely or VWO. Proven Track Record: A history of successfully managing and optimising paid media campaigns, driving customer retention, and improving conversion rates. Innovation & Creativity: A track record of innovative thinking and the ability to lead growth hacking initiatives that deliver measurable results. Communication Skills: Excellent communication skills with the ability to articulate complex strategies and results to both technical and non-technical stakeholders. Team Leadership: Experience leading and mentoring a digital marketing team, fostering a culture of innovation, collaboration, and continuous learning. #J-18808-Ljbffr