Full-Funnel Digital Experience Ownership :
- Own the end-to-end digital consumer journey across D2C and marketplaces through Discovery, Brand understanding & consideration, persuasion & conversion, repeat and retention
- Design a clear full-funnel digital architecture where brand narratives feed performance outcomes, performance activity reinforces brand meaning
D2C Web & App Experience :
- Own the experience, performance, and optimisation of D2C Web and App platforms from discovery through repeat
- Partner with Ecommerce, Product, and Tech teams to influence information architecture and navigation, Category and PDP storytelling, conversion journeys, friction reduction, and confidence signals
- Use behavioural data to continuously improve browse-to-buy journeys, app engagement and adoption, personalisation and relevance
Digital Discovery & Always-On Demand Creation :
- Influence digital discovery strategy across paid and organic search, Social and video platforms, Always-on YouTube ecosystems, Local and intent-led discovery (GMB)
- Ensure brand shows up credibly, consistently, and prominently across digital discovery moments
- Expand discovery beyond paid media through content, creators, SEO, and platform-native thinking
Marketplace Discovery, Media & Performance Influence :
- Act as digital demand authority for marketplace ecosystems, treating marketplaces as major discovery platforms, media environments, consideration and persuasion engines
- Influence top-funnel marketplace media investments, including search visibility, category placements, native platform media formats
- Partner with Marketplace and Performance teams to translate brand and category narratives into marketplace storefronts, listings, and PDP storytelling and ensure content, video, reviews, and assets build confidence and consideration
- Guide marketplace performance and conversion strategies by defining audience, intent priorities and ensure performance plans balance sales goals with brand demand creation
- Understand and leverage marketplace algorithms, ranking mechanics, and media levers to drive sustainable discoverability and category leadership
- Drive alignment between D2C digital strategy and marketplace growth plans
Performance Marketing Partnership (Dotted Line) :
- Provide strategic direction and governance to D2C Performance Marketing teams
- Ensure performance marketing is category-led, audience-aware, aligned to brand and content narratives
- Drive strong integration between upper-funnel brand activity and lower-funnel performance outcomes
Content, Creator & Platform Integration :
- Act as platform and format authority for digital content and media, including shortform social video, longform video, Search and utility led content
- Partner with Influencer, PR & Content Teams to ensure brand and influencer content is discoverable across D2C and marketplaces, platform-native and format-appropriate and effectively reused across paid, owned, and commerce journeys
SEO, Search & Emerging Discoverability :
- Own technical, content, and authority-led SEO across D2C Web, App, and Marketplaces
- Lead initiatives for AI-led search, LLM/GPT citation and conversational discovery through structured data, brand authority assets, and knowledge graph optimisation
Audience Strategy, Nurturing & Repeat Behaviour :
- Define audience and intent segmentation frameworks
- Partner with CRM & Loyalty teams to design digital-led nurture and lifecycle journeys, improve repeat purchase, retention, and lifetime value
- Ensure digital journeys reduce friction, build confidence, and support decision-making
Measurement, Analytics & Growth Intelligence :
- Own digital measurement frameworks across full-funnel performance, attribution and incrementality, Brand-to-commerce impact across D2C and marketplaces
- Own and evolve measurement and martech frameworks across Web, App, D2C, and Marketplaces using Google Analytics, Adobe, app analytics, media dashboards, attribution tools
- Translate data into actionable growth decisions and use insights to continuously refine strategy, channel mix, and investment
Innovation & Digital Modernisation :
- Drive experimentation across new platforms, formats, and growth models to attract younger, affluent audiences and postion the brand as modern, stylish, and digitally relevant
- Pilot, test, and scale innovations with speed and analytical rigor
