White Peak Distillery
E-commerce Marketing Manager
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We’re looking for an exceptional E-commerce Marketing Manager to join the White Peak team in a new full-time role to help us build on what we've created and achieve our future revenue aspirations in e-commerce and direct-to-consumer channels. The full-time role will require at least 1 working day a week at the Distillery in Derbyshire, but otherwise can be remote.
About White Peak Distillery
White Peak Distillery was founded in 2016 by local husband-and-wife team Max & Claire Vaughan and sits within an historic former wire works in a UNESCO world heritage site. The distillery produces single malt whisky plus a small range of gins and rum, and offers a range of visitor tours and experiences. The Distillery has won multiple internationally-recognised awards for its whisky, and also for its Distillery visitor experiences and its much-celebrated ‘Wire Works’ whisky packaging. Recent recognition has included Gold Medals from the IWSC and Tokyo Whisky & Spirits Competition, Best World Whisky 2025 in the Online Scotch Whisky Awards and Whisky of the Year 2026 from The Whisky Exchange. The Distillery enjoys a Tripadvisor Travellers’ Choice status and continues to receive a 5-star rating.
The founder led business has identified its E-commerce as a channel where it is well-placed to leverage its successes to-date, anchored in DTC sales from its brand home. E-commerce sales are a key part of total recurring revenue for the business, most recently approx. £275K pa, of which 60% is whisky sales, with the balance gin, rum and visitor experiences (booked online).
Role Overview
A commercially-minded E-commerce Marketing Manager, with a proven track record in drinks & spirits, to drive customer acquisition, engagement, and revenue growth principally through our mailing list, website and across our other digital channels. The target is to profitably grow the overall E-commerce channel from £275K pa to £600K pa within 2 years.
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A key role with full lifecycle authority and accountability; combining strategic marketing with hands-on execution, leveraging AI tools, automation, effective segmentation and data-driven decision making to optimise the customer funnel from first touchpoint through to repeat purchase. Utilising AI and marketing innovation, the candidate will be able to deliver across wide-ranging objectives.
The role will require independent working, with close founder liaison and strong communication with the existing UK trade team and brand home retail team to ensure the business is co-ordinated to leverage all DTC and revenue opportunities. Currently the business has no retained agencies for marketing, paid advertising, etc and so the role presents an opportunity for someone to make their mark in a business which has established credibility organically (brand story, whisky, packaging, visitor experiences). There will be budget available to help achieve the growth targets, but this will need to be spent wisely; to-date the E-commerce channel has been high margin based fundamentally around organic, creative, in-house work.
The successful candidate will be responsible for growing our audience, increasing customer engagement, improving conversion rates, and delivering measurable revenue growth. Key responsibilities and selection criteria are further developed below. Remuneration will be a blend of base plus commission to align compensation with realised and sustainable financial performance. If you believe your skill set and experience are a match for this opportunity, we’d love to hear from you.
Closing date 19th October.
Key Responsibilities / Selection Criteria
Growth Strategy & Revenue Generation
- Develop and execute an E-commerce marketing strategy aligned with business objectives
- Identify growth opportunities across digital channels
- Increase online revenue through acquisition, conversion and customer retention
- Leverage the businesses offline activities to optimise online revenue
- Establish KPIs and reporting frameworks to measure effectiveness
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Digital Marketing
- Manage and optimise email marketing campaigns and customer communications
- Lead SEO strategy, including AI tools for search optimisation and visibility
- Manage appropriate paid advertising campaigns across relevant platforms
- Contribute to website performance, UX, landing pages and conversion optimisation
- Implement automation and AI-powered workflows to improve efficiency and results
Customer Funnel & Lifecycle Marketing
- Design, implement, and dynamically optimise customer acquisition and retention
- Improve lead-to-customer conversion rates through targeted campaigns
- Develop customer segmentation strategies and personalised marketing journeys
- Increase engagement and purchase frequency within the existing customer base i.e. super fans
Audience & Community Growth
- Grow and nurture the mailing list through digital campaigns, partnerships, content, and live events (latter with existing team of experienced brand ambassadors / advocates).
- Input into wider business activities to develop strategies to convert event attendees into engaged subscribers and customers.
- Build and engage online communities across relevant platforms.
- Understand existing and potential customer feedback and community insights to inform marketing initiatives.
AI & Marketing Innovation
- Stay ahead of developments in AI-driven marketing, search and automation
- Evaluate and implement new AI tools and that improve marketing performance
- Develop processes that future-proof the business against changing search and customer acquisition behaviours
Some things we don’t need (save that planning will require input):
- Organic social media
- Visual content
- Regular newsletter
- PR (existing agency in place)
- Web developer (existing local provider in place since inception)
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