Senior Digital and Commercial Manager

At Bill’s, our mission is simple Everyone Leaves Happy.

As Senior Digital & Commercial Manager, you will be responsible for defining and delivering Bill's digital roadmap, ensuring every digital touchpoint creates a seamless customer experience while driving measurable commercial growth.

Reporting to the Commercial & Marketing Director, you will lead the delivery of our Digital Transformation Programme, owning the strategic roadmap across CRM, loyalty, website, digital acquisition, customer experience and digital performance. Working closely with internal teams, external agencies and technology partners, you will ensure every customer interaction is connected, measurable and commercially impactful.

This is a highly strategic and commercially focused role, balancing long-term digital transformation with day-to-day optimisation. You will own the evolution of our CRM strategy, lead the delivery of our loyalty programme, oversee the development of our website, drive SEO and AI discoverability, and ensure every integrated marketing campaign is delivered through a digital-first lens.

You’ll combine strategic thinking with strong analytical capability, using customer insight, data and technology to increase guest acquisition, engagement, retention and lifetime value.

You will also line manage the Marketing Executive, providing day-to-day direction while developing digital capability across the wider marketing function.

Lead and deliver Bill's Digital Transformation Roadmap alongside the Commercial & Marketing Director, identifying opportunities to grow revenue across every guest touchpoint.

Develop and execute the long-term digital strategy, ensuring every initiative supports our commercial and customer objectives.

Lead cross-functional digital transformation projects from concept through to delivery.

Identify opportunities to improve customer experience, operational efficiency and commercial performance through digital innovation.

Ensure all marketing and commercial activity is considered through a digital-first lens.

Keep Bill's at the forefront of emerging digital trends, AI and customer technology.

Develop initiatives that increase guest frequency, spend and lifetime value.

Use customer insight, data and market trends to identify commercial opportunities.

Continually review digital performance and recommend improvements that drive measurable growth.

Own the evolution of Bill's CRM strategy and roadmap.

Enhance the guest journey from first interaction through to repeat visits.

Develop initiatives that strengthen loyalty and guest retention.

Lead the delivery and ongoing optimisation of the BIPs Loyalty Programme.

Develop customer segmentation and personalisation strategies that increase guest frequency, retention and lifetime value.

Build automated customer journeys and lifecycle marketing programmes.

Maximise the capability of Airship and recommend future CRM developments.

Create a single customer view that enables smarter, more personalised marketing.

Monitor performance across website, digital ordering, booking journeys and customer acquisition channels.

Optimise conversion rates, guest experience and digital engagement.

Work closely with Reservations, Revenue and Marketing teams to ensure every digital platform delivers commercial value.

Challenge existing ways of working and identify new digital opportunities.

Own the delivery and continuous optimisation of Bill's website.

Manage the website roadmap alongside external agencies, ensuring projects are delivered on time and to a high standard.

Own Bill's SEO strategy, including technical SEO, local SEO and content optimisation.

Lead Bill's AI and LLM…