Senior Marketing Manager ECommerce
Company: Licata building Systems LTD
Employment Type: Full-Time
Reports to: Managing Director / CEO
ItalianBuildingCentre.com is a specialist e-commerce business part of Licata Group offering high quality Italian building products, materials and design solutions to customers online.
Our objective is to combine the quality, innovation and design associated with Italian manufacturing with a simple, professional and trusted online buying experience.
As we continue to develop and scale our e-commerce business, we are looking for an experienced, commercially driven Senior Marketing Manager E-Commerce to take ownership of our digital marketing strategy and accelerate online revenue growth.
The Role
The Senior Marketing Manager will be responsible for driving the growth of, with a strong focus on online sales, profitable customer acquisition, website conversion and customer retention.
This is a senior, hands on position for someone who understands e-commerce and knows how to turn marketing investment into measurable revenue.
The successful candidate will take ownership of the complete digital marketing funnel from attracting high intent customers to the website, through conversion and purchase, to repeat business and customer retention.
The role requires a combination of strategic thinking, commercial awareness, analytical ability and hands on digital marketing experience.
Key Responsibilities
E-Commerce Growth Strategy
- Develop and execute the overall e-commerce marketing strategy to increase online revenue and profitability.
- Take responsibility for customer acquisition, conversion and retention.
- Identify new opportunities to grow website traffic, online orders, average order value and repeat purchases.
- Develop annual and quarterly marketing plans with clear revenue targets and KPIs.
- Work closely with senior management on pricing, promotions, product categories and growth opportunities.
- Ensure marketing expenditure delivers measurable commercial returns.
Paid Digital Advertising
Take ownership of paid customer acquisition across relevant digital channels, including:
- Google Ads
- Google Shopping
- Performance Max
- Meta / Facebook / Instagram advertising
- Retargeting and remarketing
- Microsoft Advertising and other relevant platforms
Continuously optimise campaigns based on:
- Revenue
- ROAS
- Cost per acquisition
- Conversion rate
- Profitability
- Customer lifetime value
Manage and optimise advertising budgets to maximise profitable sales rather than simply traffic or impressions.
SEO & Organic Growth
- Develop and implement a comprehensive SEO strategy.
- Increase organic rankings for commercially valuable product and category searches.
- Optimise product pages, category pages, technical SEO and website content.
- Conduct keyword and competitor analysis to identify growth opportunities.
- Develop content that attracts customers with genuine purchasing intent.
- Monitor organic traffic, rankings, conversions and revenue generated through SEO.
- Work with developers or external agencies to resolve technical SEO issues.
Website Conversion & Customer Experience
Take responsibility for continuously improving the performance of .
Key areas include:
- Conversion rate optimisation (CRO)
- Product page optimisation
- Category and navigation improvements
- Search functionality
- Mobile shopping experience
- Checkout optimisation
- Cart abandonment
- Product recommendations
- Cross selling and upselling
- Trust signals and customer reviews
Use analytics, customer behaviour and A/B testing to identify opportunities to increase conversion and revenue.
Product & Merchandising Strategy
- Work with management to determine which products and categories should receive marketing investment.
- Develop promotional calendars and online campaigns.
- Improve online product presentation, descriptions, imagery and supporting information.
- Identify opportunities for bundles, complementary products, cross selling and upselling.
- Analyse product and category performance to identify high growth and high margin opportunities.
- Support the launch and marketing of new products and brands.
Email, CRM & Customer Retention
Develop a strong CRM and customer retention strategy, including:
- Welcome campaigns
- Abandoned basket campaigns
- Post purchase communications
- Product recommendations
- Customer reactivation
- Promotional campaigns
- Repeat purchase campaigns
- Customer segmentation
Increase repeat purchases and customer lifetime value while maintaining appropriate communication frequency and brand standards.
Content & Social Media
- Develop a content strategy supporting both sales and long-term organic growth.
- Manage content across the website, email and social media channels.
- Produce high quality product, educational and inspirational content.
- Use social media as both a brand building and customer acquisition channel.
- Develop video and visual content demonstrating products, applications and benefits.
- Ensure content supports SEO, conversion and commercial objectives.
Data, Analytics & Reporting
The Senior Marketing Manager must be highly comfortable working with data.
Monitor and report on key e-commerce metrics including:
- Online revenue
- Gross margin
- Website traffic
- Conversion rate
- Average order value (AOV)
- Customer acquisition cost (CAC)
- Return on ad spend (ROAS)
- Marketing return on investment
- Cart abandonment rate
- New versus returning customers
- Repeat purchase rate
- Customer lifetime value (LTV)
Produce clear weekly and monthly reports showing what is working, what is not working and where further investment or improvement is required.
Agency & Supplier Management
- Manage relationships with digital agencies, freelancers and technology partners where required.
- Set clear objectives, budgets and KPIs for external partners.
- Challenge agency performance and ensure marketing investment delivers appropriate commercial returns.
- Evaluate and introduce new marketing technology and e-commerce tools where they can improve performance.
Candidate Profile
We are looking for a commercially minded e-commerce marketer who is comfortable being accountable for results.
The ideal candidate will have:
- Significant experience in a senior digital marketing or e-commerce marketing role.
- A proven track record of growing online sales.
- Strong hands on knowledge of Google Ads and Google Shopping.
- Strong knowledge of Meta advertising and paid social.
- Excellent understanding of SEO and organic customer acquisition.
- Experience with Google Analytics, Google Search Console and e-commerce reporting.
- Strong understanding of conversion rate optimisation.
- Experience with email marketing, CRM and marketing automation.
- Experience managing significant digital advertising budgets.
- Strong analytical and numerical skills.
- Experience managing agencies and external specialists.
- Excellent understanding of the e-commerce customer journey.
- Strong commercial awareness, including an understanding of margin, acquisition costs and profitability.
Experience within building materials, home improvement, interiors and exterior, bathrooms, external wall insulation, render, tiles, flooring, architectural products, construction products or premium home products would be advantageous, but strong e-commerce experience is more important.
Key Performance Indicators
Performance in this position will be measured primarily on commercial results, including:
- Growth in online revenue
- Growth in profitable online orders
- Return on advertising spend
- Customer acquisition cost
- Website conversion rate
- Average order value
- Organic search revenue
- Repeat customer revenue
- Customer lifetime value
- Marketing contribution to gross profit
What We Are Looking For
We are not looking for someone who focuses only on brand awareness, social media followers or marketing activity.
We are looking for a commercial e-commerce marketer who understands that the primary objective of marketing is to generate profitable, sustainable online sales.
The successful candidate will be able to analyse the numbers, identify opportunities, test new ideas and continuously improve performance.
They should be equally comfortable discussing Google Shopping campaigns, SEO rankings and conversion rates as they are discussing revenue, margins, acquisition costs and return on investment.
The Opportunity
This is an opportunity to take a leading role in developing and scaling Italian Building Centre’s e-commerce business.
The successful candidate will have significant influence over the company’s digital strategy, marketing investment, customer acquisition and online growth.
For the right individual, this is an opportunity to build a high-performing e-commerce marketing operation and make a direct and measurable contribution to the growth of the business.
Benefits:
- Competitive salary
- Bonus
- 25 days holiday plus bank holidays
- Private Medical Insurance
- Pension scheme
- Employee Discounts
Pay: From £50,000.00 per year
Benefits:
Work Location: In person
