Caravan and Motorhome Club
Head of Digital
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Key Tasks/Accountabilities
Strategic Leadership
Develop, own, and execute the overarching digital strategy across all our digital platforms, including websites and apps, in collaboration with senior stakeholders to drive business growth and achieve our objectives.
Digital Innovation
Act as the digital champion for the business, identifying new opportunities and making strategic recommendations to enhance commercial performance and the member and guest experience.
Platform & UX Accountability
Accountability for the development, management, and optimisation of our digital platforms (e.g., camc.com, experiencefreedom.com, and associated apps), championing a best-in-class user experience through continuous testing and improvement.
Conversion Rate Optimisation
Leads the Club’s conversion rate optimisation programme working with the digital team, ensuring we have a robust ongoing test process to grow conversion performance across different products.
SEO / GEO
Leads the overall SEO and GEO strategy working with the digital team, setting a clear roadmap and KPI’s, delivering tangible, measurable improvements that ensure our digital platforms are future proofed in the emerging world of AI.
Data-Driven Culture
Drive a data-first approach across the marketing department, overseeing the analysis of all relevant data to provide actionable insights and enable data-driven decision-making.
Performance Management & Reporting
Ensure robust monitoring, tracking, and analysis of all digital marketing KPIs (e.g., lead generation, conversion rates, ROI), delivering clear dashboards for key stakeholders.
Team Leadership & Development
Lead, manage, and ensure the ongoing professional development of the digital team, fostering a culture of high performance.
Budget Management
Hold full accountability for the digital budget (opex and capex), ensuring it is managed effectively to deliver against the digital roadmap and marketing strategy.
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Agency & Partner Management
Manage relationships with key digital agencies and technology partners, maximising value and ensuring all projects are delivered on time, on budget, and to the highest standard.
Compliance & Governance
Ensure all digital platforms and activities adhere to relevant legal, regulatory (FCA, OFGEM), and data protection (GDPR, PECR) frameworks, staying abreast of technological changes that could impact performance.
Stakeholder Communication
Ensure clear communication of digital product improvements, insights, and strategic recommendations to all relevant internal and external stakeholders.
Senior Team Collaboration
Act as a key member of the senior marketing leadership team, working alongside the Head of Marketing, Head of Operations & Membership Services, Head of Publishing, Head of UK & EF Commercial, Head of Membership & Loyalty, Head of Travel Services, and Head of Strategic Product Development to deliver a cohesive strategy.
Other Duties
Any other duties as requested by the Director of Marketing & Communications.
Essential Skills & Experience Required
- Proven experience in a senior digital leadership role, with a track record of developing and executing successful digital strategies that drive commercial growth.
- Extensive experience managing and optimising a complex digital ecosystem, including multiple websites, apps, and analytics platforms.
- Experience working with EPiServer / Optimizely content management system or equivalent.
- Experience identifying and implementing AI-driven solutions for customer segmentation, personalised content delivery, predictive analytics, or enhanced member services.
- Strong leadership skills with demonstrable experience in managing and developing a multi-disciplinary digital team.
- Expert knowledge of the full digital marketing mix, including SEO, GEO, PPC, CRO, content, social media, and email marketing.
- Experience in ethical AI deployment and governance, with an understanding of data privacy and algorithmic bias.
- Highly data-literate, with deep experience in web analytics (specifically GA4 and Google Search Console), digital marketing data analysis (SEMRush, Yext), and using insights to inform strategy and tactics.
- Experience managing large digital budgets and demonstrating clear ROI.
- Exceptional stakeholder management and communication skills, with the ability to influence at all levels of an organisation.
- Strong understanding of UX principles, A/B testing, and website optimisation techniques.
- Experience managing third-party agencies and technology vendors.
- A thorough understanding of data protection regulations, including GDPR, PECR, and digital compliance.
- Experience and focus on how to use AI to get a competitive advantage, improve the user experience, and drive commercial performance.
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Team Structure & Relationships
- You'll report directly to the Director of Marketing & Communications.
- You'll be a key member of the SLT and sit on a number of key boards within the business’s governance framework: Business Delivery Board (BDB), Strategic Change Board (SCB), Digital Board, Data Security Protection Group, and AI Board.
- You'll be a key member of the senior leadership marketing team, working alongside the Head of Marketing, Head of Operations & Membership Services, Head of Publishing, Head of UK & EF Commercial, Head of Membership & Loyalty, Head of Travel Services, and Head of Strategic Product Development.
Diversity Commitment
The Caravan and Motorhome Club is committed to employing a diverse workforce. All applications are treated equally and we recruit purely on the basis of skills and experience. We know our greatest strength is our people, so differences are celebrated, and we strive to create an environment where colleagues feel respected and valued for their unique potential.
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