Riviera Travel
Senior US Digital Manager
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Senior US Digital Manager
Senior US Digital Manager
About Riviera Travel
Riviera Travel is a private equity-owned cruise and escorted tour holiday specialist, operating in the UK, Europe, and globally. Based in Burton-on-Trent, Staffordshire, the company specialises in holidays for over-55s seeking safe and enjoyable travel experiences. Established in 1984, Riviera is the UK’s leading River Cruise specialist and a Which? recommended provider.
The company is now expanding into North America, the largest river cruise market globally. This growth necessitates an upgrade to Riviera’s digital estate to better serve the US market, support the local team, and drive sales and lead generation.
Role Purpose
Riviera is looking for a highly skilled and motivated Senior US Digital Manager to spearhead the US digital growth strategy across digital marketing and ecommerce. The role spans leadership of digital revenue growth, customer acquisition, and optimisation across all online channels.
Reporting to the Global Head of Digital & Ecommerce, this position sits within the global Marketing department in Burton-on-Trent, with broad collaboration with global digital leads. Strategic direction for US growth will come from the US senior leadership.
Key Responsibilities
Commercial Growth and Trading Leadership
- Lead Riviera’s North American digital growth through digital marketing investment and ecommerce, aligning all channels to the company’s economic model.
- Implement data-driven strategies to accelerate sales and performance.
- Drive day-to-day digital trading, refining strategies to scale high-performing acquisition channels.
- Provide clear, data-backed insights to senior leadership on investment returns, trading outcomes, and growth opportunities.
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Digital Strategy and Planning
- Develop and execute the annual US digital marketing and ecommerce plan, with revisions as needed to meet objectives.
- Map the US ecommerce customer journey and optimise product targeting, channel strategies, and landing page experiences.
- Collaborate with the Senior Digital Product Owner to identify and prioritise US-specific development requirements, while considering client nuances.
- Work with the SEO Lead to embed US-specific requirements into the broader digital strategy.
- Conduct competitive and market analysis, assess new platforms, trends, and AI opportunities for growth potential.
Channel Leadership to Drive Performance
- Manage Paid Search campaigns (Google, Bing).
- Lead programmatic advertising (including VOD and Connected TV).
- Oversee affiliate and partnership marketing.
- Optimise Paid Social channels (Meta, Reddit, TikTok) and multi-channel retargeting strategies.
- Enhance ecommerce journeys through continuous testing, optimisation, and performance improvements.
Data, Analytics, and Performance Management
- Establish ROI tracking frameworks and dashboards for performance.
- Analyse multi-channel attribution models, reallocating spend for better growth outcomes.
- Collaborate with the CRO Lead to design A/B testing strategies, covering creatives, messaging, and user journeys.
- Develop customer segmentation and personalisation strategies.
- Present performance insights and their revenue impact to executive stakeholders.
- Ensure accurate data tracking via Google Analytics 4 (GA4), CRM tools, and tagging systems.
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Team Leadership and Collaboration
- Lead a team of digital specialists, managing expectations and fostering best-in-class collaboration.
- Set clear role definitions, responsibilities, and performance metrics.
- Partner with Commercial Finance to guide growth investments.
- Collaborate with brand, creative, ecommerce, and sales teams across internal and external partners.
- Provide strategic insights to senior leadership.
Skills, Experience & Qualifications
Essential:
- Proven track record of driving US/North American growth through digital marketing and ecommerce.
- Deep expertise in performance marketing and data analytics.
- Strong commercial and financial acumen, including forecasting and budget management.
- Experience in managing substantial budgets and stakeholder alignment.
- Exceptional communication skills across both US and UK-based teams.
- Hands-on experience with key digital marketing and ecommerce platforms.
- Critical requirement: Proven US market experience.
Desirable (not essential):
- Background in the travel sector.
Working Arrangement
Hybrid model: Work 2-3 days per week in the office.
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