Digital Director

Footasylum is entering the next phase of its digital development. Our ambition is to evolve from a predominantly traffic-led ecommerce business into a customer- and community-led commerce ecosystem, combining profitable ecommerce growth, social commerce, creator-led discovery, personalised customer journeys and a scalable data and technology foundation.

We are looking for a Digital Director to lead this transformation. The role will be the single accountable owner of Footasylum's digital commercial strategy, ecommerce performance and cross-functional digital roadmap. You will lead the Ecommerce and Digital Product, CRO and Customer Experience functions and act as the senior digital partner to Brand, Merchandising, Product, BI and Technology.

The Digital Director will establish a repeatable model for profitable growth in the UK and internationally while building new capabilities across social commerce, customer data, personalisation, measurement and digital product development., Digital Strategy, P&L & Business Growth

• Own and execute Footasylum's UK digital strategy and establish a scalable model for international growth.
• Own digital revenue, gross profit and contribution performance, balancing acquisition, retention, conversion, returns, discount dependency and long-term customer value.
• Translate Footasylum's ambition to move from a webshop to a customer- and community-led commerce ecosystem.
• Build annual and seasonal trading, investment and growth plans aligned with the wider commercial strategy.
• Identify and prioritise new markets, channels, technologies and partnerships based on clear business cases and incremental profit potential.

• Own ecommerce performance and trading execution across revenue, gross profit, conversion, AOV, returns, product availability and sell-through.
• Lead the digital product roadmap across the website, app and other customer-facing digital experiences.
• Drive continuous improvement across product discovery, navigation, onsite search, checkout, site speed, personalisation and conversion.
• Establish a structured experimentation programme using customer insight, behavioural data and robust test design.
• Partner with Merchandising, Product and Operations to align customer demand, product availability, promotional activity and digital presentation.
• Ensure Footasylum delivers a fast, simple, mobile-first and trustworthy experience for both its young consumer audience and the customer completing the purchase.

• Develop an integrated acquisition, retention and engagement strategy across Paid Search, Paid Social, SEO, Affiliates, CRM and emerging digital channels.
• Build a differentiated audience strategy that recognises the needs and behaviours of Footasylum's young consumers as well as the customers - including parents and family members - who complete the purchase.
• Accelerate CRM, loyalty and lifecycle marketing through stronger segmentation, behavioural triggers, personalisation and customer-value management.
• Build Tik Tok Shop and wider social commerce into scalable, commercially managed channels with clear ownership across content, creators, catalogue, operations and measurement.
• Partner with Brand and Creative to connect brand storytelling, community, creators and performance activity around shared audience and commercial objectives

• Establish a unified measurement framework covering commercial performance, customer value, attribution, marketing mix modelling and incrementality.
• Partner with BI and Finance to create a consistent view of revenue, gross profit, contribution, acquisition cost and lifetime value by channel, audience and market.
• Improve the quality, accessibility and activation of first-party customer and behavioural data across ecommerce, CRM, paid media and personalisation.
• Use experimentation and customer insights to optimise marketing investment, digital journeys and personalisation, ensuring decisions are based on profitable incremental growth rather than platform-reported return alone.

• Partner with Technology to define and deliver a scalable digital platform roadmap aligned with customer and commercial priorities.
• Lead the business evaluation, prioritisation and delivery of major digital initiatives, including potential re-platforming.
• Ensure that product data, customer identity, platform integrations…