Digital Marketing, CRM & Audience Growth

• Develop an integrated acquisition, retention and engagement strategy across Paid Search, Paid Social, SEO, Affiliates, CRM and emerging digital channels.
• Build a differentiated audience strategy that recognises the needs and behaviours of Footasylum’s young consumers as well as the customers – including parents and family members – who complete the purchase.
• Accelerate CRM, loyalty and lifecycle marketing through stronger segmentation, behavioural triggers, personalisation and customer-value management.
• Build TikTok Shop and wider social commerce into scalable, commercially managed channels with clear ownership across content, creators, catalogue, operations and measurement.
• Partner with Brand and Creative to connect brand storytelling, community, creators and performance activity around shared audience and commercial objectives

Data, Measurement & Personalisation

• Establish a unified measurement framework covering commercial performance, customer value, attribution, marketing mix modelling and incrementality.
• Partner with BI and Finance to create a consistent view of revenue, gross profit, contribution, acquisition cost and lifetime value by channel, audience and market.
• Improve the quality, accessibility and activation of first-party customer and behavioural data across ecommerce, CRM, paid media and personalisation.
• Use experimentation and customer insights to optimise marketing investment, digital journeys and personalisation, ensuring decisions are based on profitable incremental growth rather than platform-reported return alone.

Technology, Platform & Digital Transformation

• Partner with Technology to define and deliver a scalable digital platform roadmap aligned with customer and commercial priorities.
• Lead the business evaluation, prioritisation and delivery of major digital initiatives, including potential re-platforming.
• Ensure that product data, customer identity, platform integrations and digital infrastructure support personalisation, social commerce and international growth.
• Evaluate AI, automation, agentic commerce and emerging technologies against clear customer use cases, commercial value and implementation requirements.

Leadership & Cross-functional Delivery

• Lead, coach and develop the senior leaders responsible for Ecommerce and Digital Product, CRO/UX and the webshop, creating clear accountability across the wider digital organisation.
• Establish shared objectives, KPIs, decision rights and operating rhythms across digital functions.
• Act as Footasylum’s senior digital spokesperson and decision partner across Brand, Merchandising, Product, BI, Technology, Retail, Operations and Finance.
• Build a customer-centred, commercially accountable culture that challenges legacy thinking and moves the organisation beyond one-size-fits-all approaches.

Skills / Experience

• Extensive senior leadership experience across digital commerce, ecommerce, customer growth or digital transformation within a scaled consumer business.
• Experience owning a material ecommerce P&L and multi-million-pound digital marketing investment.
• A proven record of delivering profitable digital growth across revenue, gross profit, contribution and customer value.
• Demonstrable experience leading significant digital transformation, such as re-platforming, digital product development, customer-data transformation or a major change in operating model.
• Strong understanding of attribution, marketing mix modelling, incrementality, experimentation and performance measurement.
• Experience using CRM, customer data, segmentation and personalisation to improve acquisition, retention and lifetime value.
• Proven experience of profitably scaling ecommerce across multiple international markets.
• Experience taking at least one new digital channel, market or proposition from initial test to scaled operation.
• Strong leadership experience across senior, multidisciplinary teams and complex cross-functional stakeholder groups.

Why Footasylum?

We are one of the leading omni-channel retailers across the UK, but more than that we are a brilliant place to work. We value you and your development. We have loads of examples of people moving upwards, across to other departments and given training to excel their personal and professional skills. Our aim is to create a fun environment, where your success is paramount to ours and you are given the right tools, support, and platform to achieve your goals.

Diversity

We recognise and value the importance of diversity to help make sure we have lots of different perspectives when we are building services to customers and the wider business. This is great news for our business. Diversity for us is also, importantly, about building happy teams full of people that want to learn and want to be inspired by each other and our different experiences and backgrounds.

Recruitment Process

We review applications on an individual basis, and if we feel you would be a good fit we'll invite you for a call or Teams video for an informal chat about the role, and to see if we're a good fit for you.

We value open and honest conversations and collaboration, giving you a chance to learn about what we are doing in an informal and friendly environment.

Please note, this role will be based at our Head Office in Greater Manchester and will require regular attendance in line with our hybrid working model.