Job Description

E-commerce and Digital Marketing Manager
Location: London
Employment Type: Full-time
Pay: Competitive, based on experience
PCD280010

Role Overview
Ecommerce & Digital Marketing Manager.

Key Responsibilities
• Oversee and optimise the daily performance of the e-commerce platform store, ensuring a seamless and high-converting customer journey.
• Manage product pages, merchandising, and on-site content to improve conversion rate, AOV, and LTV.
• Implement strategies to grow online sales while protecting margin and customer experience.
• Work closely with logistics and fulfilment partners to maintain efficient shipping processes and stock accuracy.
• Digital Marketing & Paid Media.
• Lead Friarwood’s digital growth strategy across paid and organic channels.
• Plan, execute, and optimise paid-search advertising software (Search, Shopping, Performance Max) and social advertising software (prospecting, retargeting) campaigns.
• Oversee affiliate partnerships (affiliate marketing platform, affiliate marketplace) and identify new opportunities for traffic and revenue growth.
• Manage digital marketing budgets, tracking ROI and ensuring spend efficiency.
• CRM & Email Marketing.
• Develop customer segmentation and retention strategies using email marketing platform.
• Create automated flows and campaigns (welcome, win-back, abandoned cart, seasonal promotions).
• Monitor and analyse performance metrics to continuously improve open rates, conversions, and customer lifetime value.
• Content & Brand Marketing.
• Create engaging, brand-aligned content for social media, newsletters, and blogs that showcase our producers and products.
• Support SEO through keyword optimisation, internal linking, and structured content strategy.
• Collaborate with suppliers and brand partners on co-branded campaigns, product launches, and content assets.
• Retail & Events Integration.
• Coordinate digital promotion of in-store events, tastings, and seasonal activations.
• Collaborate with the retail team to align online and offline sales strategies.
• Support creative initiatives such as window displays, photography, and video content.
• Key Skills & Experience.
• Proven success in e-commerce and digital marketing, ideally in the wine, spirits, or premium consumer goods sector.
• Expert knowledge of e-commerce platform, paid-search advertising software, social advertising software, and email marketing platform (or similar CRM platforms).
• Strong analytical ability using web analytics software and e-commerce platform reporting to interpret data and inform strategy.
• Solid understanding of SEO best practices, affiliate marketing, and conversion rate optimisation.
• Creative mindset with excellent copywriting and visual communication skills.
• Highly organised, proactive, and comfortable managing multiple campaigns simultaneously.
• Why Join Friarwood.
• Competitive salary and performance-based incentives.
• Annual staff wine & spirits allowance and discounts.
• Opportunity to shape the digital growth of an award-winning independent fine wine retailer.
• Collaborative, entrepreneurial environment with room to grow.

Additional Information
• Parsons Green, London.