Head of Digital

Norman Broadbent PLC, a leader in executive search, interim management and leadership consulting, is delighted to be partnering with Pen Carrie, a market-leading family-owned trusted wholesale distributor, to appoint a Head of Digital.

Pen Carrie

Founded in 1991,
Pen Carrie has built an industry-wide reputation for innovation, reliability and service excellence. From its early beginnings with a single hand-drawn catalogue to a business now offering more than 4,000 products from over 80 leading brands
, the company remains true to its founding values, delivering quality, building trust and placing people at the heart of everything it does.

Head of Digital

This senior role is responsible for leading Pen Carrie’s digital strategy and performance, reporting directly to the Commercial Director. As part of the Senior Leadership Team, you’ll manage a skilled digital team to deliver strong results across website trading, user experience, content, performance marketing, analytics, and digital product development. With a clear focus on the customer, you'll work cross-functionally with other teams across the business to create a seamless online journey and help drive overall growth.

A key part of the role is development and delivery of optimised website performance and increasing conversion rates to make sure Pen Carrie are getting the most value from the traffic coming to the site. You’ll need to stay up to date with the latest tools and technologies that can help them succeed in a cost-effective way. This is a crucial position for the ongoing success of all digital channels, playing a big part in attracting and keeping customers, growing their value, and continuously improving the digital experience to support Pen Carrie’s wider goals.

• Own and optimise Pen Carrie’s digital platform, infrastructure, and roadmap, ensuring scalability and long‑term performance.
• Lead digital transformation roadmap, holding internal and external development resource to account to ensure delivery of desired business outcomes on time and in full.
• Oversee website performance, user experience, and trading optimisation using data‑driven insights to drive continuous improvement.
• Ensure all technical and digital developments align with commercial goals and deliver a seamless, customer‑focused experience.
• Build, lead, and develop a high‑performing digital team across trading, product content, UX, and analytics, delivering at pace.
• Evaluate and prioritise change proposals, managing campaign planning and collaborating with developers to deliver projects

• Proven experience in a senior digital leadership role within a B2B or B2C eCommerce environment, with a strong track record of cross‑functional collaboration to drive trading performance.
• Strong technical understanding of eCommerce platforms and digital architecture, with hands‑on experience leading re‑platforming, integration, or large‑scale digital transformation projects.
• Skilled in using data to identify opportunities, solve problems, and drive continuous improvement across digital channels.
• Demonstrated ability to lead, develop, and motivate high‑performing, multidisciplinary teams across digital functions.
• Commercially minded with excellent stakeholder management and a balance of strategic thinking and practical execution.

This is a pivotal role within a growing, values‑led organisation. The Head of Digital will have the opportunity to make a tangible impact, strengthening the digital foundations of a trusted, forward‑looking business with a proud family heritage.