Digital Content Manager – Dr. Martens plc

Dr. Martens is seeking a Digital Content Manager to lead our content operations, ensuring our strategy serves both brand and commercial objectives. Reporting to the Senior E-commerce Manager, you’ll be responsible for crafting and executing our content strategy across all digital touchpoints for 10 EMEA websites, ensuring a premium customer experience that is engaging, delivers product story-telling and drives trade. You’ll own the end-to-end content journey—from BAU updates to major campaign rollouts—making sure our brand story lands with impact.

You’ll also lead and develop a high-performing team of three, overseeing a Digital Content Coordinator, a Digital Content Analyst, and a Copywriter.

THE GIG

• Develop and execute EMEA digital content that delivers strong on-site customer engagement, elevates our product storytelling and enhances brand loyalty across digital platforms.
• Partner closely with the Digital, marketing, and creative teams to ensure we have the right content, assets, and deliverables to execute campaigns with impact for the trading calendar.
• Collaborate with the SEO team to enhance content visibility and relevance, ensuring best practices are embedded into everything we do.
• Drive the development of SEO-focused landing pages to improve rankings for key product categories and increase organic traffic.
• Leverage data insights and analytics alongside our content analyst to optimise on-site engagement, working with the CRO team to test and implement content personalisation strategies.
• Identify new opportunities for content innovation on the website across PLP’s, homepages, PDP’s, working with the global Product Managers to enhance CMS capabilities and digital storytelling.
• Lead, mentor, and develop the content team, fostering a high-performance culture that blends creativity with commercial acumen.
• Oversee our Tone of Voice (TOV) for EMEA campaigns, collaborating with Digital country managers to refine localisation strategies, ensuring global campaigns resonate in key markets while maintaining Dr. Martens’ distinctive voice.
• Ensure briefing processes are delivered on time and to a high standard, working closely with creative and marketing teams.
• Oversee our relationship with our translations agency, running quarterly business reviews (QBRs) to ensure we are getting the most out of the partnership and continuously improving our localisation efforts.
• Collaborate with the customer service team to streamline content that touches the customer journey so it’s frictionless—addressing product queries, FAQs, and new initiatives like omni-channel launches.
• Monitor content performance and present insights to leadership, studio and the Global marketing teams, providing clear recommendations to improve effectiveness and engagement for future campaigns and deliverables.
• Stay ahead of digital trends and emerging technologies to keep our content strategy fresh, relevant, and impactful.
• It goes without saying that everyone at Dr Martens is a team. Therefore you will be expected to take on other duties as needed.

• 5+ years of experience in digital content and ecommerce, with a proven track record of driving engagement and conversion.
• A deep understanding of content strategy and how this aligns with digital marketing and SEO best practices.
• Strong leadership skills with experience managing and mentoring a team.
• Have a strong eye for creative – Knowing what feels premium, resonates with our customers, and ensuring content aligns with our marketing and brand direction.
• Ability to analyse content and measure the success performance against brand, customer and commercial objectives.
• A keen eye for storytelling and the ability to craft engaging user journeys.
• Experience using content analytics tools (Google Analytics, Supermetrics, Content Square, Hotjar) to inform decisions.
• A hands-on, strategic approach—you can think big but also get stuck in when needed.
• Strong project management skills, with the ability to juggle multiple priorities in a fast-paced environment.
• Experience with Amplience CMS is a plus.
• Experience with Monetate for personalisation and CRO testing is a plus.
• A basic…