Head of Digital Marketing

About the brand Established in 2018, we are a fine jewellery brand specialising in made-to-order engagement rings, wedding rings and fine jewellery, with a bespoke offering also available. Each piece is individually made with a focus on customisation, considered craftsmanship and a customer-led design process delivered online or through in-person consultations. With a growing network of stores across the UK and internationally, alongside a thriving digital presence, we continue to make high-quality, custom-made jewellery more accessible to customers around the world. Role purpose The Head of Digital Marketing will lead profitable, scalable digital growth for the brand. Working closely with the Brand Experience & Marketing Director, they will own our performance engine: acquisition, retention, measurement and the digital customer journey across our websites, our stores, showrooms and our international markets. This is a senior, hands-on role. We need someone who can set a clear strategy and lead a team and agency partners, but who will also go into account-level detail when performance shifts. The successful candidate will work with Brand, Ecommerce, Retail and Customer Experience to make the customer journey consistent from first discovery through to purchase and beyond. Why this role, why now? We're on a journey. We have a strong proposition and ambitious growth plans. To deliver them, we need to make our marketing more resilient. That means relying less on paid search, building more demand through brand, organic and owned channels, and improving how efficiently we acquire customers across the whole mix. At the same time, we are launching and scaling in new markets, customers are discovering products in new ways through AI search and social platforms, and accurate measurement has never mattered more. This role exists to bring focus, expertise and leadership to all of that, so digital growth becomes more profitable, more predictable and more distinctive. Key responsibilities Strategy and commercial performance

• Develop and deliver the digital marketing strategy, with clear plans for each market, aligned to our three-year marketing plan.
• Own digital marketing budgets, forecasts and performance reporting. You will be accountable for blended cost of acquisition and profitable revenue growth, not only platform-reported returns.
• Set channel objectives and move investment between channels and markets based on incrementality, customer value and commercial data.
• Build the annual digital marketing plan and budget and contribute to wider business planning with clear evidence of where investment will deliver the greatest return.
• Monitor trading closely, identify issues early, and respond quickly when performance changes.
• Present performance, opportunities and risks to the executive team and board. This means giving an honest diagnosis alongside clear, confident recommendations. Customer acquisition and brand visibility
• Lead paid search and shopping, paid social, affiliates and other relevant acquisition channels.
• Lead the digital side of new market launches, including localised channel strategy, budgets, creative and performance ramp-up.
• Work with Brand and Creative to make sure performance activity brings our positioning to life, showing quality, craftsmanship, value and the moments our customers are celebrating.
• Build scalable multi-market creative production and testing, including the use of creative automation where it adds value.
• Test new audiences, messages, formats and emerging channels, such as AI search discoverability, social commerce and category-leading content, while staying true to our brand and tone of voice. Customer journey and retention
• Partner with Ecommerce to improve website journeys, product discovery and conversion. This includes helping customers make confident choices on considered decisions such as lab-grown versus natural diamonds.
• Use customer insight to improve repeat purchase, referrals, reviews and long-term customer value. Measurement, data and governance
• Own the marketing measurement framework, including GA4, tagging, attribution and incrementality testing. Make sure the data stays trustworthy through platform changes and site migrations, and spot quickly when it isn't.
• Build a culture of structured testing, with clear hypotheses, reliable results and learnings that are shared and acted on.
• Ensure strong security and access governance across ad accounts and marketing platforms, with clear controls and incident response.
• Ensure marketing activity complies with privacy, consent and advertising requirements in every market we operate in. Leadership
• Lead, coach and develop the digital marketing team, setting clear priorities, standards and development plans.
• Build the right team structure and capabilities for our growth plans, deciding what should be delivered in-house and what by partners.
• Manage agencies and suppliers against agreed objectives, budgets and outcomes, holding them to high standards of performance and transparency. Key relationships
• Marketing and Brand Director (line manager)
• Brand and Creative teams
• Ecommerce, Product and Trading
• Retail and showroom teams
• Customer Experience
• Finance
• Data and Technology teams
• Agency and platform partners What we're looking for Essential
• Significant experience leading digital marketing for a consumer ecommerce brand, with responsibility for substantial, multi-market budgets.
• A strong record of growing revenue across acquisition and retention channels.
• Deep, hands-on expertise in paid search and shopping, paid social and affiliates.
• Evidence of shifting a marketing mix away from paid search dependency while improving blended acquisition costs.
• Sophisticated measurement skills. You understand attribution and incrementality.
• Experience leading and developing people, and managing agencies to clear outcomes.
• Strong commercial and analytical judgement: able to explain what the data means and turn it into practical decisions.
• Confident communication with senior leaders, including in challenging trading periods. Desirable
• Experience in jewellery, luxury or other high-consideration purchases.
• Experience launching and scaling brands in new international markets.
• Experience with an omnichannel model, connecting digital activity to showroom or store visits.
• Experience with creative automation, social commerce or AI search optimisation. Personal qualities
• Commercially minded, with a genuine passion for brand and customer experience.
• Curious about where search, discovery and customer behaviour are heading.
• Calm and clear-thinking under pressure.
• Collaborative, with the credibility to influence across teams.
• Hands-on and detail-oriented, without losing sight of the bigger picture.
• Honest about what is and isn't working, and focused on fixing it. What's In Store For You?
• Join a fast-growing business where your contributions matter and your ideas are valued
• Work in a supportive, transparent environment that encourages innovation and excellence
• Enjoy flexibility with 3 days a week in our vibrant Hatton Garden office and 2 days working from home
• Flexi hours - start your day between 8am and 10am, then finish between 4pm and 6pm
• Comprehensive Vitality private healthcare, offering access to high quality medical support and wellness benefits
• Enjoy your birthday, with an extra day of leave to celebrate
• Access to Perkbox for exclusive discounts, rewards, and wellbeing benefits to help you make the most of your work-life balance
• 25 days annual leave + bank holidays
• Enhanced maternity and paternity leave entitlements