Digital Director

Wellness

Location - Lancashire

• Pension scheme.
• Private healthcare.
• Annual company performance-based bonus.
• 25 days' holiday plus bank holidays.
• Company events and team activities.
• Employee discount on company products.
• Free on-site gym.

Our client is a fast-growing, science-driven wellness and performance brand with an exceptionally engaged community at its heart.

The Role:

As Digital Director , you'll own the digital strategy and performance of the business across three core pillars: Growth & Acquisition, Retention & CRM, and Ecommerce & Conversion . You'll lead the channel specialists responsible for each area, ensuring they have clear targets, effective processes and the resources required to perform.

Key Responsibilities:

• Own the overall digital strategy and roadmap across acquisition, retention and ecommerce, aligned with wider commercial and brand objectives.
• Translate the broader marketing and brand strategy into a clear digital growth plan.
• Lead and develop the Growth, Retention and Ecommerce leads, creating a high-performing digital team.
• Identify future capability requirements and support the recruitment and development of new team members, agencies and freelance partners.
• Establish clear objectives, KPIs and accountability across each area of digital.
• Set overall acquisition targets including CAC, payback period and new customer growth , working closely with the Growth Lead.
• Own the allocation of the overall digital budget across acquisition, retention and ecommerce investment.
• Regularly review acquisition performance and identify opportunities to scale, optimise or course-correct.
• Set top-line retention and LTV targets , including repeat purchase, churn and subscription growth.
• Work closely with the Retention Lead to develop the overall customer lifecycle strategy.
• Own the Shopify ecommerce roadmap , including UX, merchandising, landing pages, conversion rate optimisation and site performance.
• Set targets for conversion rate, AOV and ecommerce revenue alongside the Ecommerce Lead.
• Own the digital reporting framework across GA4, Shopify analytics, attribution and marketing measurement .
• Partner closely with Brand and Creative to ensure campaigns translate effectively across paid, owned and ecommerce channels.

About You:

• 8+ years' experience in ecommerce, DTC or digital growth , ideally within a consumer, challenger-brand or high-growth environment.
• Experience across at least two of customer acquisition, retention/CRM and ecommerce , with a strong working understanding of the third.
• Proven experience leading senior channel specialists, Leads or Heads of function.
• Demonstrable experience owning or contributing to a significant digital P&L and budget .
• Strong commercial understanding of CAC, LTV, contribution margin, payback and forecasting .
• Experience operating within a fast-growing, founder-led or entrepreneurial consumer business.
• Experience within health, wellness, beauty, nutrition, FMCG or another high-consideration consumer category would be advantageous.

Why Apply:

• Join a high-growth consumer wellness business at a genuinely exciting stage of expansion.
• Take full ownership of the digital strategy and P&L , with significant influence over the future direction of the business.
• Lead the integration of acquisition, retention, CRM and ecommerce into one connected growth engine.
• Work directly with the founder, CMO and senior leadership team .
• Build and develop a high-performing digital team as the business scales.
• Have genuine autonomy to shape strategy, structure, investment and technology .

BH37596