Digital Director

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