- Own the end-to-end digital consumer journey across D2C and marketplaces : Discovery, Brand understanding & consideration, persuasion & conversion, repeat and retention

- Design a clear full-funnel digital architecture where brand narratives feed performance outcomes, performance activity reinforces brand meaning

- Eliminate silos between brand, content, performance, marketplaces, and commerce journeys

D2C Web & App Experience :

- Own the end- to- end experience, performance, and optimisation of the D2C Web and App platforms from discovery through repeat

- Partner with E- commerce, Product, and Tech teams to influence information architecture and navigation, Category and PDP storytelling, conversion journeys, friction reduction, and confidence signals

- Use behavioural data to continuously improve browse- to- buy journeys, app engagement and adoption, personalisation and relevance

- Ensure Web and App function as core meaning- to- conversion platforms, not just transaction layers

Digital Discovery & Always-On Demand Creation :

- Influence digital discovery strategy across paid and organic search, Social and video platforms, Always-on YouTube ecosystems, Local and intent-led discovery (GMB)

- Ensure the brand shows up credibly, consistently, and prominently across digital discovery moments

- Expand discovery beyond paid media through content, creators, SEO, and platform-native thinking

Marketplace Discovery, Media & Performance Influence :

- Act as the digital demand authority for marketplace ecosystems, treating marketplaces as major discovery platforms, media environments, consideration and persuasion engines

- Influence top-funnel marketplace media investments, including search visibility, category placements, native platform media formats

- Partner with Marketplace and Performance teams to translate brand and category narratives into marketplace storefronts, listings, and PDP storytelling and ensure content, video, reviews, and assets build confidence and consideration

- Guide marketplace performance and conversion strategies by defining audience and intent priorities and ensuring performance plans balance short-term sales goals with long-term brand demand creation

- Understand and leverage marketplace algorithms, ranking mechanics, and media levers to drive sustainable discoverability and category leadership

- Drive alignment between D2C digital strategy and marketplace growth plans

Performance Marketing Partnership (Dotted Line) :

- Provide strategic direction and governance to D2C Performance Marketing teams via dotted-line reporting

- Ensure performance marketing is category-led and audience-aware, aligned to brand and content narratives, measured beyond CPA and ROAS

- Drive strong integration between upper-funnel brand activity and lower-funnel performance outcomes

Content, Creator & Platform Integration :

- Act as the platform and format authority for digital content and media, including short-form social video, long-form video (YouTube), Search- and utility-led content

- Partner closely with Manager - Content (calendar ownership, formats, platform readiness) and AM - Influencers & PR (creator output, discoverability, platform optimisation)

- Ensure brand and influencer content is discoverable across D2C and marketplaces, platform-native and format-appropriate and effectively reused across paid, owned, and commerce journeys

SEO, Search & Emerging Discoverability :

- Own technical, content, and authority- led SEO across D2C Web, App, and Marketplaces, including site structure,metadata, content taxonomy, and discoverability

- Lead preparedness for AI- led search, LLM/GPT citation, and conversational discovery, including structured data, brand authority assets, and knowledge graph optimisation

- Lead readiness for LLM / GPT citation and AI-driven discovery, including knowledge structuring, authority and credibility signals, adaptation to evolving search behaviours

Audience Strategy, Nurturing & Repeat Behaviour :

- Define audience and intent segmentation frameworks

- Partner with CRM & Loyalty teams to design digital-led nurture and lifecycle journeys, improve repeat purchase, retention, and lifetime value

- Ensure digital journeys reduce friction, build confidence, and support decision-making

Measurement, Analytics & Growth Intelligence :

- Own digital measurement frameworks across full-funnel performance, attribution and incrementality, Brand-to-commerce impact across D2C and marketplaces

- Move teams beyond last-click logic to evaluate engagement quality, consideration and intent signals, assisted and influenced conversions

- Own and evolve measurement and martech frameworks across Web, App, D2C, and Marketplaces using tools like Google Analytics / GA4, Adobe, app analytics platforms, media dashboards, and attribution tools

- Partner with CRM & Loyalty teams to integrate Salesforce and other CRM platforms into digital and performance measurement

- Translate data into actionable growth decisions across discovery, conversion, and repeat

- Use insights to continuously refine strategy, channel mix, and investment

Innovation & Digital Modernisation :

- Drive experimentation across new platforms, formats, and growth models that attract younger, affluent (28-40) audiences and postion the brand modern, stylish, and digitally relevant

- Challenge legacy digital and media playbooks

- Pilot, test, and scale innovations with speed and analytical rigor

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