Head of Digital

Freedom of Movement is looking for a bold and commercially minded Head of Digital to lead our e-commerce and digital growth journey. This role is for a strategic thinker with a passion for fashion retail, who knows how to turn insight into impact and customer experience into conversion. You will own and shape FOM’s digital ecosystem; from platform performance and paid media to CRM and cross-channel campaigns;

working closely with teams and partners to drive sustainable growth and elevate the brand online.

If you’re ready to lead, innovate, and make your mark, this is your moment.

• Own and lead the overall digital and ecommerce strategy, ensuring alignment with business, brand, and commercial objectives.
• Drive continuous improvement of the end-to-end customer experience across all digital touchpoints, with a strong focus on usability, conversion, and retention.
• Provide strategic ownership of the Shopify ecommerce platform, ensuring optimal performance, scalability, and best-in-class functionality.
• Lead omnichannel initiatives through Shopify POS and extended Shopify applications to deliver a seamless online-to-offline customer journey.
• Analyse customer behaviour and user journeys to identify opportunities for optimisation, increased conversion, and enhanced user satisfaction.
• Collaborate with UX/UI, tech, and brand teams to deliver user-centric design and functionality enhancements.
• Define and oversee the SEO strategy, including keyword research, on-page and off-page optimisation, and content alignment to drive organic growth.
• Stay ahead of digital, SEO, and ecommerce trends to ensure the business remains competitive and future-focused.
• Develop and oversee integrated digital marketing strategies across paid media, social, email, content, and performance channels.
• Manage and optimise paid media strategies in partnership with agencies to ensure monthly, quarterly, and annual targets are achieved.
• Own the CRM and lifecycle marketing strategy, driving customer acquisition, engagement, retention, and loyalty across email, SMS, and Whats App.
• Oversee campaign planning, execution, and presentation in collaboration with the brand team to drive engagement, sales, and brand visibility.
• Champion a data-driven approach by overseeing reporting, dashboards, and performance tracking across ecommerce and marketing KPIs.
• Translate insights into actionable strategies to improve revenue, conversion rates, and customer lifetime value.
• Provide governance over product data management, including product detail pages, collections, tagging, and integrations.
• Oversee daily ecommerce trading performance, sales reporting, and stock inbound processes to ensure operational excellence.
• Support influencer and partnership strategies through performance tracking, reporting, and alignment with brand and commercial goals.
• Lead and contribute to digital and ecommerce projects from concept to launch, ensuring timely delivery and measurable outcomes.
• Work cross-functionally with internal teams and external partners to drive collaboration, accountability, and results.
• Drive continuous improvement across digital processes, tools, and ways of working.
• Perform any additional responsibilities required to support the overall digital and commercial strategy.

• A bachelor's degree in business, marketing, information technology, or a related field.
• Minimum of 5 years’ experience working in E-Commerce Management or Digital Marketing.
• Proven experience as an E-Commerce or Digital Marketing Specialist or similar role
• Strong understanding of Shopify and social media platforms.
• Proficient in using e-commerce analytics tools, such as Google Analytics and Shopify analytics
• Knowledge of HTML, CSS, and web design is advantageous.
• Excellent communication skills and experience working in collaborative environments.
• Proficient in project management with a high attention to detail.
• Strong organizational skills, capable of managing multiple tasks simultaneously.
• Self-motivated with a proactive approach and a positive attitude.
• Knowledgeable in ecommerce strategy & planning.
• Able to problem-solve independently.
• Excellent verbal and written…