HOTTEA MAMA
Digital Lead
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Digital Lead
We are looking for an entrepreneurial Digital Lead to drive the digital commercial performance and expansion of HotTea Mama.
This role will own the end-to-end performance of HotTea Mama’s core e-commerce channels, transforming our digital presence before and after re-branding - including Direct-to-Consumer (DTC), Amazon, TikTok Shop and key international digital distribution partners. Reporting directly to the founder, the successful candidate will be responsible for developing and executing the company’s e-commerce strategy, driving profitable revenue growth, improving customer lifetime value, and creating a scalable digital ecosystem that supports the next phase of business growth.
About HotTea Mama:
Motherhood is beautiful, but the glossy, sanitized version society sells us is a myth. The reality is an indescribable chaos of overwhelming joy and absolute exhaustion. Just like flamingos, women often lose their "pink" during this time of life - their energy, vibrancy, and core sense of self - while they give everything to raise their children.
HotTea Mama exists to help women get their pink back. We match scientifically backed, botanical ingredients to the exact physical and emotional challenges women face in motherhood - from morning sickness and birth prep to sleep disruptions and postpartum recovery. Our functional drinks and community focus on building up women during the most intense times of their lives.
You may have seen our viral hot chocolate on Tiktok or instagram, where we reach over a million women a month with our highly engaging organic content. Or our teas in 500+ Holland & Barrett, recommended by hundreds of midwives, doulas, doctors and nutritionists. And soon you’ll see our hydration powder in 600 new retail stores in 2027…
Why work with us?
You’ll be joining a small, ambitious team rewriting the rules of maternal nutrition. Fast-moving and focused, but also human, energising, and close-knit. We are a truly flexible workplace and are incredibly proud and optimistic about what we're building. We’re building something that matters - a chance to improve the lives of women at a critical time in their lives. We care about helping our consumers, and we care about the people we do this with. This role is remote, but we do have an office in Oxfordshire and meeting space in London for collaborative quarterly meetings. We are entering an exciting period of growth, with a re-brand launching in February 2027, making this role even more critical to the success of our new brand.
You’ll have genuine ownership of this critical growth function at one of the UK’s most exciting startups – with autonomy, equity upside, steep learning curves, and the chance to make your mark early.
ROLE AND RESPONSIBILITIES
Essential Functions:
Responsibilities are focussed around four key pillars:
DTC and Shopify performance
- Transition from hotteamama.com to wearehereh.com for re-brand
- Execute and oversee the flawless end-to-end domain migration management from hotteamama.com to the new domain (wearehereh.com), after re-brand, minimizing downtime and maintaining system operational continuity for the launch date of February 27th 2027.
- Create Hereh product & category pages for wearehereh.com, Amazon and Tiktok Shop - updating existing pages to optimise for search and customer journey, improving conversion rate and visibility.
- Collaborate dynamically with the Health and Wellness Professional Manager to design and implement redirect mapping architecture for blog and HWP pages, alongside commercial pages on site
- HWP manager will manage the ‘wellness hub’, blog and copy writing for PDP, plus email funnels for health professionals.
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Digital Trading & Revenue Management
- Own day-to-day trading across all e-commerce sales channels, e.g., Shopify, Amazon, Tiktok Shop, hitting revenue, margin, and profitability targets
- Plan and execute a digital trading calendar that keeps us ahead of launches, promotions, and seasonal moments across all channels
- Own the commercial performance of the website, including merchandising, landing pages, conversion optimisation and customer experience
- Collaborate with Health & Wellness Professional Manager and freelance shopify developer to create PDPs and collections for shopify, Amazon and Tiktok.
- Test and iterate on promotional mechanics, i.e., bundles, bulk-buy, referral programmes, and discounting, to maximise revenue and margin
- Own product performance (Shopify website), AOV, and merchandising to drive commercial growth
Performance Marketing and Acquisition
- Own paid acquisition across paid social, affiliates, and all paid media, managing Social Media Manager and external partners (Meta ads agency) and ensuring every pound spent is working against clear targets
- Manage Amazon advertising performance, keeping a close eye on CAC efficiency and MER
- Work collaboratively with the Marketing team (Social Media Manager, external meta ads consultants & Health & Wellness Professional Manager) to make sure e-commerce and brand activity are pulling in the same direction across paid media, SEO, CRM, social
Conversion and Customer Journey Optimisation
- Own the CRO roadmap from traffic to checkout, running A/B tests, collaborating with freelance shopify developer to use no/low code tools to improve conversion rates
- Dig into site behaviour, session data, and customer journeys to find the friction points and growth opportunities
- Manage outsourced development and own the Shopify improvement roadmap, keeping quality high and delivery tight
- Use qualitative research, surveys, and behavioural analytics to stay close to what our customers actually want, and feed that into how we build and improve
CRM and Lifecycle Marketing
- Oversee CRM performance and the revenue it contributes, owning lifecycle programmes end-to-end across email and SMS
- Build and refine retention strategies, i.e., subscriptions, referral programmes, bundles, and loyalty, that keep customers coming back and increase LTV
- Improve repeat purchase rate and customer engagement through well-timed, well-targeted communications that feel relevant, not spammy
- Make sure CRM is always joined up with trading, launches, and promotional moments, not running in a silo
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Analytics, Reporting and Insight
- Own weekly and monthly performance reporting and dashboards for Shopify, Amazon & Tiktok Seller,: not just producing numbers but telling the story behind them and knowing what to do next
- Use data, AI tools and user research to work smarter: streamlining how we learn, making faster decisions, and spending time on the things that move the needle
- Keep attribution, tracking, and reporting accurate across all platforms and partners, so we always know what’s actually working
Manage international distributors ecomm activities
- Partner directly with physical and digital distributors in the EU, Ireland, Australia, and the Middle East to maximize international growth and digital sell-through.
- Collaborate with marketing team, to supply international partners with optimized localized search term matrices and imagery assets to enforce pristine brand control worldwide.
- Create & maintain an immaculate digital asset management system, distributing creative to cross-functional partners/agencies and international distributors.
QUALIFICATIONS AND EDUCATION REQUIREMENTS:
Education:
Ideally relevant marketing, business, or digital e-commerce qualification and/or relevant work experience as detailed below.
Experience:
- 4+ years of experience in e-commerce, DTC, or consumer brand growth
- Experience growing e-commerce channels within women's health, beauty, wellness, FMCG, or another consumer brand
- Commercially minded, with a track record of driving revenue growth rather than simply managing campaigns
- Experience managing paid performance channels or agencies, with a strong understanding of acquisition efficiency, conversion and profitability. Specifically Amazon, Meta & Tiktok.
- Confident working in Shopify, Amazon & Tiktok Seller and understand the key levers that drive e-commerce performance, including conversion, retention, AOV and customer acquisition
- Know your numbers and use them to make decisions – whether that's CAC, ROAS, AOV, LTV or retention
- Have led website, CRO or customer journey improvements that have delivered measurable results
- Have hands-on CRM experience and understand how retention and lifecycle marketing contribute to growth
We know great candidates don't always tick every box. If this role excites you & you think you could thrive at HotTea Mama, we'd love to hear from you - even if your experience doesn't perfectly match every requirement, or if you need to work 3.5/4 days a week. We are a genuinely flexible workplace and value experience and passion, over ticking boxes.
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