Digital Marketing Manager - Boots Opticians

Role:
Digital Marketing Manager – Boots Opticians

Contract:

Full Time
Shift pattern:
Full Time

Location:

Nottingham
Closing date: 16th March
Recruitment Partner:
Matthew Nelligan

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.

• 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.
• Collaboration with Product and Digital Experience Teams.
• Ensure the platform supports performance marketing needs, including tracking, attribution and landing page optimisation.
• Identify opportunities to improve booking funnel conversion rates.
• Support prioritisation of conversion rate optimisation projects.

• 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. We identify opportunities to improve efficiency, and ensure 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. Insights into performance trends and growth opportunities are provided.

• Boots Retirement Savings Plan.
• Discretionary annual bonus.
• Generous employee discounts.
• Enhanced maternity/paternity/adoption leave pay and gift card for anyone expecting or adopting a child.
• Flexible…