Digital Marketing Manager

As our digital channel becomes an increasingly important part of Boots Opticians' marketing and customer experience strategy, we are looking for a commercially focused Digital Marketing Manager to lead performance marketing across our business, driving customer acquisition for eye tests, contact lenses and eyewear through highly effective digital channels. You will be responsible for paid search (PPC) and performance marketing, ensuring we capture high-intent demand and convert it into store appointments and online purchases.

You will manage a team of channel specialists across PPC, SEO and Affiliates, and work with the Digital Product Manager and Digital Experience Manager to ensure our website, booking journey and content are optimised to convert traffic into customers. This is an excellent opportunity for an experienced performance marketer ready to take ownership of main digital acquisition channels and help grow our digital contribution to the business.

Performance Marketing & PPC Management – Core

• Oversee the performance of paid search campaigns and ensure that the PPC Specialist optimises the accounts across Google Ads and Microsoft Ads to lead eye test bookings, contact lens sales and eyewear demand.
• Manage performance against main KPIs including CPA, ROAS, conversion rate and cost per booking.
• Oversee keyword strategy with care for customer intent, including eye tests, contact lenses, glasses and store locations.
• Improve campaign structure, targeting, bidding strategies and ad copy to maximise performance, identify opportunities to expand the reach, improve efficiency and capture incremental demand.
• Ensure understanding between paid media activity and commercial priorities.

• Line manage the PPC Specialist, SEO Specialist and Affiliates Specialist.
• Ensure channels work together cohesively to maximise overall digital acquisition performance.
• Help develop SEO strategy to increase organic visibility for eye care services and products.
• Optimise affiliate partnerships to deliver incremental, cost‑effective acquisition.
• Encourage a test‑and‑learn culture to improve performance.
• Drive Eye Test Bookings and Store Footfall.
• Focus on acquiring high‑intent customers and converting them into eye test bookings across our store network.
• Optimise campaigns and landing pages to support local store acquisition.
• Support national and local marketing campaigns through digital channels.
• Ensure visibility for main services including eye tests, contact lenses and glasses.

• Ensure landing pages and website content support campaign performance.
• Align campaign messaging with on‑site content and customer journeys.
• Support optimisation of main conversion journeys, including eye test booking and product purchase.
• Performance Analysis and Reporting involving monitoring and analysing channel performance using GA4, Google Ads, Microsoft Ads, and affiliate platforms.
• Regular performance reports are produced, providing insights and identifying opportunities to improve efficiency, and ensuring accurate tracking, tagging, and attribution. Budget Management and Commercial Performance involves managing channel budgets to deliver maximum return on investment.
• We ensure efficient use of marketing spend, supporting the delivery of acquisition, booking, and revenue targets and providing insights into performance trends and growth opportunities.

• Discretionary annual bonus.
• Generous employee discounts.
• Enhanced maternity/paternity/adoption leave pay and gift card for anyone expecting or adopting a child.
• Flexible benefits scheme including option to buy additional holiday, discounted gym membership, life assurance, activity passes and much more.
• Access to free, 24/7 counselling and support through TELUS Health, our Employee Assistance Programme.
• There's lots more in our benefits and discounts, MyBoosts – there to give you that little lift in your everyday. Find out more s/rewards. Exclusions may apply; eligible roles only. Please note that any salary estimates provided on third‑party sites are not endorsed by Boots Opticians and may not be accurate.