- The E-commerce & Digital Marketing Manager is responsible for driving the performance, growth and continuous improvement of The Saddle Bank's e-commerce channels across the UK and international markets. This is a commercially focused role, ideal for someone who is passionate about e-commerce, digital growth, data and understanding what makes customers buy.
The role requires strong analytical ability, commercial awareness and a detailed understanding of the complete online customer journey. The E-commerce & Digital Marketing Manager will take ownership of website performance, conversion, customer acquisition, retention, CRM, SEO and digital marketing performance, constantly identifying opportunities to increase profitable online revenue.
The E-commerce & Digital Marketing Manager will work closely with the Media Manager to ensure content supports commercial priorities and with the Paid Ads Specialist to optimise customer acquisition and advertising performance. They will also work closely with our web development partners to identify, prioritise and implement improvements to the website and customer journey.
The successful candidate will be expected to combine data with commercial judgement, identifying where customers are being lost, where opportunities exist and what actions should be taken to improve performance.
This role reports directly to the Directors.
Key Responsibilities
E-commerce Strategy and Commercial Growth
- Develop and deliver an e-commerce growth strategy aligned with overall business goals
- Take ownership of online revenue performance across UK and international websites
- Identify opportunities to increase traffic, conversion rate, average order value and repeat purchase
- Analyse product, category and customer performance to identify commercial opportunities
- Develop promotional strategies based on stock levels, product priorities, margins and seasonal demand
- Identify new digital revenue opportunities, markets and customer segments
- Monitor competitor activity and wider e-commerce trends
- Develop clear testing and improvement plans to continuously increase e-commerce performance
- Ensure digital activity contributes directly to profitable commercial growth
Website Performance and Conversion Rate Optimisation
- Take ownership of website performance and the complete online customer journey
- Analyse customer behaviour to identify friction points and opportunities for improvement
- Monitor conversion rates across devices, traffic sources, customer types and markets
- Identify where customers are leaving the website or abandoning the purchasing journey
- Develop and manage a programme of conversion rate optimisation and testing
- Review website navigation, search, filtering, product pages, category pages and checkout performance
- Work closely with web development partners to brief, prioritise and implement website improvements
- Assess the commercial impact of website changes and report on results
- Ensure the website remains fast, user friendly, commercially effective and easy to purchase from
Customer Acquisition and Paid Marketing
- Work closely with the Paid Ads Specialist to develop customer acquisition strategies
- Review performance across Google Ads, Google Shopping, Meta, retargeting and other paid channels
- Analyse return on ad spend, customer acquisition cost and profitability
- Recommend budget allocation based on performance, margins, stock levels and commercial priorities
- Identify opportunities to improve campaign performance and customer acquisition efficiency
- Ensure paid marketing activity supports wider e-commerce and stock objectives
- Investigate and test new customer acquisition channels where appropriate
- Ensure marketing spend is focused on generating profitable incremental revenue
CRM, Email Marketing and Customer Retention
- Develop and own the customer retention and CRM strategy
- Develop and oversee email marketing schedules, segmentation and campaign planning
- Analyse the existing customer database to identify commercial opportunities
- Develop automated customer journeys including abandoned basket, abandoned browse, post-purchase and win-back campaigns
- Develop customer segmentation based on purchase history, behaviour, interests and engagement
- Identify opportunities to increase repeat purchase and customer lifetime value
- Develop targeted campaigns around brands, saddle models, product categories and new stock
- Monitor email revenue, engagement, conversion and unsubscribe performance
- Continually test messaging, timing, segmentation and offers to improve results
SEO and Organic Growth
- Develop and oversee the SEO strategy across The Saddle Bank's websites
- Conduct SEO analysis and identify opportunities to increase organic traffic and commercially relevant rankings
- Monitor organic traffic, rankings and conversion performance
- Identify opportunities across product pages, category pages, brand pages, buying guides and informational content
- Work with internal teams and development partners to implement technical and content SEO improvements
- Ensure product and website structures support strong search visibility
- Identify organic growth opportunities within UK and international markets
- Measure the commercial impact of SEO activity rather than focusing solely on traffic growth
Data, Analytics and Customer Behaviour
- Take ownership of e-commerce analytics and performance reporting
- Use GA4 and other analytical platforms to understand customer behaviour and website performance
- Analyse traffic sources, customer journeys, conversion funnels and purchasing behaviour
- Monitor performance across desktop, mobile and tablet
- Analyse new versus returning customer behaviour
- Identify trends, anomalies and areas of underperformance
- Develop dashboards and reporting that clearly communicate commercial performance
- Turn data into actionable recommendations rather than simply reporting numbers
- Ensure tracking and analytics are accurate and capable of supporting commercial decisions
Content and Commercial Campaign Direction
- Work closely with the Senior Marketing Executive and Media Manager to ensure content supports e-commerce priorities
- Provide commercial direction around products, categories and campaigns requiring additional focus
- Use sales, stock and customer behaviour data to identify content opportunities
- Develop campaign briefs based on commercial objectives and customer behaviour
- Ensure landing pages and supporting website content are optimised for conversion
- Analyse campaign performance and provide recommendations for future activity
- Support product launches, promotions and seasonal campaigns with relevant digital strategy
International and New Market Growth
- Analyse performance and growth opportunities across international markets
- Support the continued development of The Saddle Bank's US e-commerce business
- Identify differences in customer behaviour, acquisition costs and conversion between markets
- Develop market-specific e-commerce strategies where required
- Identify opportunities to improve international customer acquisition and retention
- Support the investigation and commercial assessment of future digital markets and opportunities
Reporting and Insight
- Prepare reports for the General Manager covering
– online revenue performance
– website conversion rate
– traffic and traffic sources
– average order value
– customer acquisition cost
– paid advertising performance and ROAS
– CRM and email revenue
– customer retention and repeat purchase
– SEO and organic performance
– customer behaviour and conversion funnels
– UK and international performance
- Highlight opportunities, risks and areas of underperformance
- Provide clear recommendations and actions rather than simply presenting data
- Track the results of changes and initiatives to establish their commercial impact
- Maintain a clear e-commerce development and growth roadmap
What Success Looks Like
- Online revenue grows profitably and in line with business targets
- Website conversion rate improves through continuous analysis and optimisation
- Customer acquisition becomes increasingly efficient and measurable
- Marketing spend produces clear and commercially viable returns
- The existing customer database generates increasing levels of repeat revenue
- Email and CRM become meaningful revenue-generating channels
- Website improvements are driven by customer behaviour and commercial data
- Organic search contributes increasing levels of relevant, converting traffic
- Website issues and opportunities are proactively identified rather than waiting for management direction
- UK and international e-commerce opportunities are identified and acted upon quickly
- Reporting provides clear insight into what is working, what is not and what should happen next
- E-commerce activity contributes directly to profitable business growth
Required Skills and Experience
Essential Skills
- Strong experience working within an e-commerce environment
- Strong commercial understanding and ability to connect digital activity with revenue and profitability
- Excellent analytical skills and confidence working with large amounts of performance data
- GA4 expert with the ability to analyse user behaviour, traffic sources, funnels and conversion data
- Strong understanding of e-commerce conversion rate optimisation
- Experience analysing and improving online customer journeys
- Good understanding of Google Ads and Google Shopping performance
- Understanding of Meta advertising, retargeting and digital customer acquisition
- Experience with email marketing, CRM and customer segmentation
- Strong understanding of SEO and organic e-commerce growth
- Ability to analyse customer acquisition cost, ROAS and marketing profitability
- Ability to identify opportunities and translate data into clear actions
- Experience working with developers or development agencies to deliver website improvements
- Strong project management and organisational ability
- Strong communication skills written and verbal
- Strong attention to detail and accuracy
- Ability to work independently and take ownership of performance
Personal Qualities
- Commercially minded and motivated by measurable results
- Naturally analytical and curious about customer behaviour
- Proactive, enthusiastic and solutions focused
- Strong ownership mentality
- Comfortable challenging existing ways of doing things when data supports change
- Constantly looking for opportunities to improve performance
- Comfortable testing ideas, measuring results and learning quickly
- Strong problem solving ability
- Able to balance data with commercial judgement
- Positive attitude and excellent relationship building skills
- Comfortable working directly with senior management and taking responsibility for results
Desirable Experience
- Experience within a high-growth e-commerce business
- Experience managing significant online revenue
- Experience with both new and repeat customer acquisition strategies
- Experience developing automated CRM and email journeys
- Experience with international e-commerce
- Experience working across UK and US markets
- Experience with Google Merchant Centre and product feeds
- Experience implementing A/B testing or conversion optimisation programmes
- Experience creating e-commerce dashboards and commercial reporting
- Experience within retail, marketplaces or businesses with large product catalogues
- Experience in the equestrian industry beneficial but not essential
Role Type
- Full time
- Office based at The Saddle Bank HQ, PE7
- Reports to Directors
- Salary £35k+
Job Type: Full-time
Pay: From £35,000.00 per year
Benefits:
- Casual dress
- Company pension
- Employee discount
- Free parking
- On-site parking
Ability to commute/relocate:
- Peterborough PE7: reliably commute or plan to relocate before starting work (required)
Application question(s):
- Are you involved in the equestrian industry in a personal or professional capacity- Please provide an outline below
Work Location: In person
