Digital Country Manager

Dr. Martens is a globally recognisable and culturally influential British brand, with over 60 years of rich heritage. As brand custodians, we are lucky to work for a dynamic, thriving, and ethical business, with people from diverse backgrounds, who bring their true selves to work, and where anyone can grow their career.

We are guided by three core values that are at the heart of everything we do: be yourself, act courageously, and show you care. They make us who we are and inspire us to push boundaries, embrace our individuality, and stand up for what's right.

THE GIG

Dr. Martens is seeking a dynamic and commercially-driven Country Manager to lead our operations in the UK, ensuring an exceptional customer experience across online and delivering long-term revenue growth and profitability. This role demands a strategic manager with a deep understanding of E-commerce, digital marketing, SEO, omnichannel strategies, and market-specific retail trends. You'll be responsible for leading cross-functional initiatives to strengthen the brand's presence and elevate our premium positioning across digital touchpoints.

• Develop and execute the business strategy in the UK to deliver the annual budgets and improve the customer proposition, with a key focus on maximising revenue, engagement, and profitability.
• Champion a premium, seamless customer experience online that aligns with Dr. Martens' brand values and omnichannel strategies, ensuring a consistent brand experience for customers whether they shop in-store or online.
• Oversee website and campaign performance with a strong focus on improving key E-commerce metrics (including traffic, conversion and AOV, ROAS) and leveraging insights across the business including Retail, wholesale and marketing teams to accelerate trade.
• Responsible for the Digital trade and content calendar for the UK, ensuring content and campaigns planned are exciting, in line with our product strategy / availability and marketing initiatives and ensuring these are localised to the market.
• Collaborate with the digital marketing team to drive strong relevant campaigns and support with evaluating performance across key platforms including Tiktok, Meta, and paid search.
• Ensure the strategy is agile and serves both long term and immediate sales requirements, maintaining a premium on-site experience whilst optimising promotional activations to clear through obsolete stock.
• Drive a localised SEO strategy for the UK specifically, working closely with the global SEO team on technical optimisations and contractors to deliver SEO outreach campaigns, with a focus on local language and cultural relevance.
• Leverage the Customer Data Platform (CDP) to deliver targeted retention strategies that build customer loyalty, partnering with the CRM and customer care teams to analyse customer insights.
• Collaborate with the CRO team to drive data-led online personalisation efforts to enhance the customer journey, offering tailored product recommendations and unique brand experiences and suggesting locally relevant AB tests.
• Produce ad-hoc analysis on performance across all channels including organic search, CRM & Paid social, sharing to the wider UKteam and presenting to the senior leadership team on a quarterly basis.
• Monitor on-site search behaviour and external developments to inform search optimisations, product discoverability and recommending trends to the Merchandising team ahead of the following season.
• Work together with EMEA Content Teams to provide compelling content stories across channels and on-site (including homepages, PLP's, landing pages and PDP's), measuring their impact on conversion rate.
• Collaborate with the customer service team to optimise the customer journey on-site based on contact reasons and oversee the co-ordination of delivery SLA's, updating where necessary.
• Review local customer experiences, including delivery, returns and customer feedback to drive continuous improvements, feeding this into the tech roadmap.
• Collaborating with the UK marketing team to analyse the impacts of upper funnel marketing activities and make recommendations for digital campaigns based on data.
• Work with the finance team to build the budgets and support with the understanding of any variances to plan.
• Partner with all channel leads to identify opportunities within paid search, new affiliate partners and making recommendations to optimise paid social campaigns.
• Partner with the retail teams to review the omni-channel experience and proposition.
• It goes without saying that everyone at Dr Martens is a team. Therefore, you will be expected to take on other duties as needed.

THE STUFF THAT SETS YOU APART

• 5 years + experience in Digital, with a good understanding of Performance Marketing & CRM
• A commercial mindset, consistently focused on driving revenue and the customer experience
• Excellent teamwork, collaboration and communication skills
• Ability to work from strategy to execution with a hands on mentality
• Analytical mindset with ability to interpret data to inform decisions and evaluate strategic approaches based on set KPIs
• Strong communicator with the ability to present to senior stakeholders and build relationships with ease
• Innovative with experience developing and growing site performance through innovative strategies
• Driven to achieve the best possible results, having the desire to constantly drive performance forward
• Ability to use GA4

WHAT'S IN IT FOR YOU?

• Hybrid working (3 days in office)
• Welcome to the family free pair of Docs
• 65% off all Docs
• Award-winning 'Buy As You Earn' Dr. Martens share plan
• Private healthcare
• A dedicated culture team
• 2 paid volunteer days per year

Are you ready to fill your boots? Apply now.