Riviera Travel
US E-Commerce Trading Lead
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US E-Commerce Trading Lead
About Riviera Travel
Riviera Travel is a private equity-owned cruise and escorted tour holiday specialist, operating in the UK, Europe, and across the world. The company is based in Burton-on-Trent, Staffordshire. Its holidays are aimed at over-55s who want to continue travelling and exploring the globe with confidence. Riviera Travel is the UK’s leading River Cruise specialist, operating since 1984, and is a Which? recommended provider.
Riviera is expanding significantly in North America, the largest river cruise market globally. This growth requires Riviera to upgrade its digital estate to meet North American market needs and support its in-country team to achieve sales and lead generation targets.
Role Purpose
Riviera Travel has an exciting opportunity for a highly skilled and motivated E-Commerce Lead to drive commercial growth and champion ecommerce for the North American market.
As the US Ecommerce Lead, you will:
- Grow online commercial performance by optimising the customer booking journey.
- Drive digital revenue and improve conversion rates.
- Balance customer experience, brand requirements, and operational needs.
The team falls under the global Marketing department based in Burton on Trent. You will receive strategic direction from US senior leadership but benefit from access to a broader global marketing team. The role reports to the Global Head of Digital & Ecommerce and collaborates with global digital leads to develop strategies in line with best practice.
Key Responsibilities
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Commercial Requirements
- Deliver the US eCommerce strategy, aligned with overall business and revenue goals.
- Drive growth in online revenue, conversion rate, average order value (AOV), and direct bookings/leads.
- Prioritise and execute the eCommerce roadmap based on commercial impact.
- Plan and deliver digital merchandising for new product launches and campaign-led offers.
- Understand the US travel market and target demographics.
- Manage peak trading periods, launches, and promotional calendars (e.g., early booking offers).
Performance & Analytics
- Analyze and interpret data using tools such as:
- Google Analytics / GA4
- Heatmapping and session tools (Hotjar, Contentsquare, FullStory)
- Define and track KPIs, including conversion rate, funnel drop-offs, abandonment, and revenue per visitor.
- Identify friction points in the booking journey and prioritise fixes to address them.
- Deliver clear performance reporting and insights to stakeholders.
Merchandising and Content Management
- Develop and deploy US merchandising plans aligned with the product and trading calendar.
- Understand merchandising performance and collaborate with the UK team to share insights.
- Since US and UK sites share shared infrastructure, align US content with UK/US joint content needs.
- Deploy and maintain content using the Drupal CMS.
- Work with the Brand team and SEO Lead to meet new content requirements.
- Build, maintain, and update US-specific landing and product pages.
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Customer Experience & CRO (Conversion Rate Optimisation)
- Demonstrate an understanding of UX, CRO, and usability best practices.
- Lead A/B and multivariate testing, alongside the CRO Lead.
- Optimise funnel performance and checkout/payment processes.
- Experience improving booking journeys for flights, cabins, excursions, and extras.
- Prioritise a customer-first mindset, incorporating customer feedback, call-centre insights, and review platforms (e.g., Trustpilot).
Technology & Platform Expertise
- Hands-on experience managing eCommerce platforms and CMS (e.g., bespoke platforms, Salesforce Commerce Cloud, Magento).
- Ability to write clear technical briefs for change proposals.
- Proficiency in collaboration with product, UX, engineering teams, and third-party vendors.
Skills, Experience & Qualifications
- Hands-on experience in e-commerce trading and merchandising.
- Solid understanding of digital marketing principles and best practices.
- Proficiency in web analytics tools such as Google Analytics or similar.
- Strong analytical skills to interpret data and inform strategy and decision-making.
- Outstanding communication and interpersonal abilities, with experience collaborating in cross-functional teams.
- Comfortable working in a fast-paced environment, able to adapt to changing priorities.
- SEO expertise and awareness of AI impact.
- Experience in the US travel industry is advantageous but not essential.
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