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About the Role
A vital role supporting the digital evolution of our B2C Health & Wellness business. Our ambition is to grow our digital-first brands rapidly via direct-to-consumer and eCommerce channels across our human and animal biotic portfolios under the Bio-Kult and Protexin brands.
This is a dynamic role with responsibility for driving the growth and performance of the DTC channel, delivering profitable online sales through best-in-class eCommerce execution, digital acquisition, and customer journey optimisation. You will develop and execute a data-led DTC strategy across multiple brand websites, supporting wider commercial and brand objectives, and manage daily performance marketing and eCommerce operations, ensuring alignment with stock, promotions, and business priorities.
Working cross-functionally with Digital, SEO, Brand, you will champion a test-and-learn culture — using data, analytics, and conversion rate optimisation to grow subscriptions, maximise customer lifetime value, and strengthen retention across the portfolio.
Your Responsibilities
- Own day-to-day management of DTC platforms (Shopify) ensuring accuracy of product, pricing, content and promotions across multiple brand websites.
- Deliver promotional calendar execution across website, email and coordinating with Media managers to execute the overall consumer plan, ensuring consistency with brand guidelines and commercial priorities.
- Collaborate with Supply Chain, Customer Service and Finance to align stock availability, fulfilment, forecasting and promotional activity.
- Manage merchandising, product launches and site content updates to maximise on-site sales performance.
- Partner with the SEO, Media and Brand teams to ensure organic and paid strategies work together to grow qualified traffic and new customer acquisition. Optimise the end-to-end customer journey, from landing page through checkout and post-purchase, to improve conversion, average order value and retention.
- Implement a structured A/B and multivariate testing programme across creatives, audiences, landing pages and on-site experiences, building a documented test-and-learn roadmap.
- Working with Website manager to use behavioural analytics (e.g. GA4, heatmapping, session recording) to identify friction points and prioritise optimisation opportunities.
- Drive growth of the subscription programme, improving subscriber acquisition, reducing churn and increasing subscriber lifetime value.
- Own retention and CRM activity, developing segmented email and lifecycle marketing flows (welcome, replenishment, win-back, loyalty) to maximise repeat purchase rates. Develop and track customer lifetime value (CLV) models, using insight to inform acquisition spend, retention investment and promotional strategy.
- Work cross-functionally with Digital, SEO, Brand, CRM and Commercial teams to ensure the DTC channel supports wider brand and business objectives.
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Skills and Abilities
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- Strong working knowledge of Shopify, including product, pricing, promotion and content management.
- Hands-on experience with Klaviyo (or similar CRM/email platform) for segmentation, flows and lifecycle marketing.
- Excellent analytical skills to interpret traffic, conversion, retention and sales data, with strong proficiency in GA4 and reporting dashboards.
- Working knowledge of performance marketing platforms (Google Ads, Meta) and digital acquisition metrics (ROAS, CAC, CLV).
- Understanding of CRO principles and structured A/B testing methodologies.
- Ability to work in a team and on own initiative.
Education and Experience
- 3–5+ years' experience in eCommerce / DTC roles, ideally with digital-first consumer brands
- Proven track record of delivering sales plans aligned to gross sales, net sales and profit delivery.
- Proven track record of growing direct-to-consumer websites and eCommerce customer bases.
- Hands-on Shopify experience essential; Klaviyo experience strongly preferred.
- Experience running performance marketing campaigns and managing digital budgets, either directly or through agencies.
- Experience with subscription models, retention marketing and CRM programmes beneficial.
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