Head of E-Commerce and CRM

Overview

Head of E-Commerce and CRM role at edyn. Location: London office; 5 days per week with core hours 9-5 (40 hour week). Some travel across the UK and Ireland may be required depending on business needs.Purpose

This is a pivotal leadership role within the Marketing team, responsible for driving revenue growth and brand visibility through digital performance and conversion channels. The Head of E-Commerce and CRM will shape the overarching digital strategy across edyn''s brand portfolio (Locke, Cove, and SACO), taking ownership of e-commerce performance, CRM, SEO/SEM, conversion rate optimisation, and content-led commerce strategies.Reporting to

Head of MarketingDuties And Responsibilities

Strategic Ownership and Leadership

Develop and execute a commercially driven digital strategy to maximise direct bookings and reduce reliance on OTAs.Own and optimise the full digital customer journey across website, search, CRM, and performance marketing channels.Lead the E-Commerce team, including CRM, digital content, and performance executives, fostering a high-performance, insights-led culture.Translate brand storytelling into digital campaigns that drive conversion while maintaining brand integrity.E-Commerce and Website Strategy

Oversee management of website content, UX enhancements, CRO testing, and merchandising strategies.Ensure the digital ecosystem delivers a premium, brand-right user experience across all devices and languages.Collaborate with Product and Tech teams to deploy scalable web improvements and site developments.Anticipate and respond to the evolving impact of AI-driven search experiences on user discovery, visibility, and SEO strategy.CRM and Customer Data Strategy

Lead the evolution of CRM as a core revenue and engagement driver.Oversee lifecycle marketing and database segmentation to enable personalisation at scale.Ensure compliance with GDPR and best-in-class data hygiene and governance practices.Explore and test emerging CRM channels beyond email, including messaging platforms such as WhatsApp and SMS, to reach guests in their preferred environments.Digital Performance Marketing

Direct agency and internal teams across all paid digital activity (search, social, programmatic, retargeting).Manage media budgets and performance analytics with a focus on ROI and efficiency.Feed into always-on and campaign-based performance strategies in collaboration with the Brand team.Cross-Functional Collaboration

Work closely with Revenue, Tech, Brand, and Property teams to ensure alignment on business objectives.Represent digital performance in senior-level meetings and strategic planning.The Ideal Candidate will Have the Following Skills

Core Skills

Proven leadership in digital marketing/e-commerce.Strong knowledge of the hospitality industry.Deep understanding of performance marketing, SEO, CRO, and UX best practices, including the evolving role of traditional search due to generative AI.Ability to translate brand strategy into conversion-optimised digital journeys.Highly analytical with the ability to derive insights from complex datasets.Strong people leadership and project management skills.Experience with Kentic or similar CMS platforms.Familiarity with GA4, CRM tools (e.g., Salesforce, HubSpot), and analytics dashboards.Experience

7+ years in digital marketing/e-commerce roles, including at least 3 years in a senior leadership capacity.3+ years in the hospitality industry.Previous team lead experience.Demonstrable success in delivering measurable growth and ROI in a digitally-led environment.Seniority level

DirectorEmployment type

Full-timeJob function

Business Development and SalesIndustries

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