Digital Director

Digital Director - Wellness

Location - Lancashire

Pension scheme.

Private healthcare.

Annual company performance-based bonus.

25 days' holiday plus bank holidays.

Company events and team activities.

Employee discount on company products.

Free on-site gym.

Our client is a fast-growing, science-driven wellness and performance brand with an exceptionally engaged community at its heart.

The Role:

As Digital Director, you'll own the digital strategy and performance of the business across three core pillars: Growth & Acquisition, Retention & CRM, and Ecommerce & Conversion.

You'll lead the channel specialists responsible for each area, ensuring they have clear targets, effective processes and the resources required to perform.

Key Responsibilities

Own the overall digital strategy and roadmap across acquisition, retention and ecommerce, aligned with wider commercial and brand objectives.

Translate the broader marketing and brand strategy into a clear digital growth plan.

Lead and develop the Growth, Retention and Ecommerce leads, creating a high-performing digital team.

Identify future capability

requirements and support the recruitment and development of new team members, agencies and freelance partners.

Establish clear objectives, KPIs and accountability across each area of digital.

Set overall acquisition targets including CAC, payback period and new customer growth, working closely with the Growth Lead.

Own the allocation of the overall digital budget across acquisition, retention and ecommerce investment.

Regularly review acquisition performance and identify opportunities to scale, optimise or course-correct.

Set top-line retention and LTV targets, including repeat purchase, churn and subscription growth.

Work closely with the Retention Lead to develop the overall customer lifecycle strategy.

Own the Shopify ecommerce roadmap, including UX, merchandising, landing pages, conversion rate optimisation and site performance.

Set targets for conversion rate, AOV and ecommerce revenue alongside the Ecommerce Lead.

Own the digital reporting framework across GA4, Shopify analytics, attribution and marketing measurement.

Partner closely with Brand and Creative to ensure campaigns translate effectively across paid, owned and ecommerce channels.

About You

8+ years' experience in ecommerce, DTC or digital growth, ideally within a consumer, challenger-brand or high-growth environment.

Experience across at least two of customer acquisition, retention/CRM and ecommerce, with a strong working understanding of the third.

Proven experience leading senior channel specialists, Leads or Heads of function.

Demonstrable experience owning or contributing to a significant digital P&L and budget.

Strong commercial understanding of CAC, LTV, contribution margin, payback and forecasting.

Experience operating within a fast-growing, founder-led or entrepreneurial consumer business.

Experience within health, wellness, beauty, nutrition, FMCG or another high-consideration consumer category would be advantageous.

Why Apply:

Join a high-growth consumer wellness business at a genuinely exciting stage of expansion.

Take full ownership of the digital strategy and P&L, with significant influence over the future direction of the business.

Lead the integration of acquisition, retention, CRM and ecommerce into one connected growth engine.

Work directly with the founder, CMO and senior leadership team.

Build and develop a high-performing digital team as the business scales.

Have genuine autonomy to shape strategy, structure, investment and technology.

BH37596