Head of E-commerce and CRM

**Location**:
London, Greater London, United Kingdom

**Salary**:
Tuesday, October 7, 2025
- Apply

Are you interested in this role?

**Location & Hours** - Based at our London offices 5 days per week, with core hours of 9-5 (40 hour working week). Flexibility required to travel across the UK and Ireland, depending on business needs.

**Purpose**: This is a pivotal leadership role within the Marketing team, responsible for driving revenue growth and brand visibility through all 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 Marketing

**DUTIES AND RESPONSIBILITIES**

**Strategic Ownership & 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 & 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 & 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.

**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 perfrmance 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 f performance marketing, SEO, CRO, and UX best practices, including the shifting 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 tols (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