Head of Digital - Ashbourne
Purpose of the Role
The Head of Digital is responsible for leading and growing Choice Stores' digital business, with full accountability for profitable online sales, digital trading performance, customer acquisition, website performance and the delivery of a market-leading omnichannel customer experience.
As a key member of the Senior Leadership Team, the Head of Digital owns the commercial performance of all digital channels, ensuring digital investment delivers sustainable revenue growth, increased profitability and supports the wider success of the Company's physical stores.
The role is responsible for developing and executing the Company's digital growth strategy, identifying new commercial opportunities and driving innovation through data-led decision making, AI, automation and continuous optimisation. The Head of Digital will ensure the business remains competitive in an evolving digital landscape while providing strategic insight and recommendations that influence business direction.
Key Accountabilities
Digital Commercial Leadership
Develop and implement the Company's digital strategy in line with overall business objectives.
Own the commercial performance of the digital business, delivering sustainable and profitable online growth.
Be accountable for the commercial performance of the digital business including revenue, gross margin, profitability and return on investment.
Develop annual digital trading plans, budgets and commercial performance targets.
Develop and own the Company's digital roadmap, identifying future capabilities, technologies and investment priorities to support long-term growth.
Identify new revenue opportunities through digital innovation, emerging technologies, changing customer behaviours and market trends.
Champion digital transformation initiatives across the business, ensuring digital remains a key driver of commercial success.
Digital Trading & eCommerce
Lead the overall commercial performance of the Company's eCommerce operation.
Own the Company's website as its primary digital sales channel, ensuring continual optimisation of trading performance, customer experience and profitability.
Oversee online merchandising, pricing, promotions, category performance and digital trading activity.
Continuously improve website usability, navigation, search functionality, checkout performance and conversion through data-led optimisation.
Maximise key commercial metrics including conversion rate, average order value, customer lifetime value and revenue per visitor.
Work closely with the Business Systems Manager to ensure stock visibility, product accuracy, website functionality and platform performance are maintained.
Customer Acquisition & Digital Growth
Develop customer acquisition and retention strategies that deliver profitable business growth.
Oversee the performance of all digital marketing channels including SEO, PPC, Google Shopping, Paid Social, Display, YouTube, Email Marketing and emerging acquisition channels.
Optimise marketing investment to maximise return on advertising spend and customer acquisition efficiency.
Develop CRM, customer segmentation, lifecycle marketing and personalisation strategies that increase customer engagement and lifetime value.
Manage agency and strategic partner relationships to ensure delivery against agreed commercial objectives.
Omnichannel Strategy
Develop and deliver an integrated omnichannel strategy that creates a seamless customer journey across digital and physical retail channels.
Ensure digital initiatives support both online growth and the performance of the Company's store network.
Collaborate with Buying, Retail Operations and Customer Service to deliver joined-up customer experiences across all touchpoints.
Identify opportunities to leverage digital capability to improve the overall customer experience and drive total business performance.
AI, Automation & Digital Innovation
Develop and implement an AI and automation strategy across the Digital function.
Lead the adoption of AI-enabled solutions to improve productivity, customer experience and commercial performance.
Introduce automation across merchandising, reporting, content creation, marketing, customer service and operational processes.
Evaluate emerging technologies and digital solutions that enhance efficiency, scalability and competitive advantage.
Partner with the Business Systems Manager on digital platform development, systems integration and future technology initiatives.
Data, Insight & Commercial Performance
Establish meaningful KPIs across digital trading, customer acquisition and commercial performance.
Develop dashboards and reporting that provide clear visibility of digital performance.
Analyse trading results, customer behaviour, market trends and competitor activity to identify opportunities and risks.
Provide regular commercial performance reviews, strategic insight and investment recommendations to the Managing Director and Senior Leadership Team.
Develop forecasting models and performance plans that support informed commercial decision making.
Foster a culture of continuous optimisation, testing and evidence-based decision making across the Digital function.
Leadership
Lead and develop the Digital function, building a high-performing team focused on commercial success, innovation and continuous improvement.
Provide strategic leadership, coaching and development to direct reports.
Develop organisational capability as the Digital function grows.
Manage departmental budgets and ensure effective allocation of investment to maximise commercial return.
Build strong cross-functional relationships across Buying, Operations, Customer Service, Finance and IT.
Represent Digital at Senior Leadership Team meetings, contributing to wider business strategy and organisational growth.
Ensure compliance with GDPR, website accessibility standards and digital governance best practice.
