ROLE OVERVIEW
- The Head of Ecommerce & Growth owns profitable customer growth for Drinks.ng (B2C) across acquisition, conversion, and retention. You will lead the growth strategy, performance channels, onsite trading governance, CRM/lifecycle performance, and Creative Studio output required for campaigns and daily trading.
- Success is measured through revenue growth, contribution margin improvement (with Commercial and Finance), CAC efficiency, ROAS/MER, conversion rate, repeat rate, and campaign execution quality.
KEY RESPONSIBILITIES
Growth strategy & operating rhythm
- Define quarterly growth plans across acquisition, conversion, and retention; align to BU targets and operating realities.
- Run performance management: dashboards, weekly reviews, and action closure discipline.
- Drive structured experimentation (A/B tests) with clear hypotheses, measurement plans, and documented learnings.
Performance marketing & budget governance
- Own paid growth strategy and budget pacing with targets/guardrails for CAC, ROAS/MER, and incremental lift (where measured).
- Ensure strong tracking foundations, naming conventions, and clear attribution assumptions.
- Manage agencies/partners using scorecards and corrective actions where required.
Onsite trading & conversion governance
- Own onsite trading to improve discovery, conversion, and basket value without creating operational failure.
- Partner with Commercial to execute pricing/promos correctly within approved governance and authority limits.
- Drive CRO initiatives with the Website Manager and CRO/Growth Analyst.
CRM, retention & lifecycle
- Own lifecycle strategy: onboarding, repeat purchase, win-back, churn reduction, and loyalty mechanics where used.
- Ensure disciplined segmentation and messaging, compliant with consent and data protection requirements.
- Improve repeat rate and customer value through coordinated journeys, offers, and CX improvements.
Creative Studio & content governance
- Lead Creative Studio output to meet performance needs, brand consistency, and trading timelines.
- Implement structured intake/briefing, prioritisation, SLAs, and quality checks for creative requests.
- Ensure catalog/content quality supports merchandising (accurate visuals, clean copy, consistent standards).
Cross-functional alignment & risk management
- Align growth plans to profitability guardrails with Commercial and Finance.
- Coordinate with Fulfilment/Last-mile, Retail Ops, and Customer Service to prevent campaign-driven service failures.
- Escalate material risks early (margin dilution, tracking gaps, reputational issues, persistent service breakdowns).
PERSON REQUIREMENTS
Education
- Bachelor’s degree in Marketing, Business, Economics, Engineering, or related discipline (MBA/advanced qualification is an advantage).
Experience
- 9+ years in e-commerce/growth/digital marketing, with 3+ years leading teams and owning growth targets.
- Strong experience in performance marketing, conversion optimisation, and lifecycle/CRM preferred.
- Experience in retail, e-commerce, FMCG, or multi-city consumer operations is an advantage.
Behavioural
- Commercially sharp, outcome-driven, and disciplined on controls/guardrails.
- Structured decision-maker; prioritises well and executes under pressure.
- Strong people leader: sets standards, coaches specialists, and drives accountability.
- High ownership, strong follow-through, and pragmatic cross-functional collaboration.