Digital Director Head Office

Description

Footasylum is a leading UK-based retailer specialising in streetwear and sportswear, committed to delivering innovative and trend-setting products to our customers, with a strong focus on digital transformation and data-driven decision-making.

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.

You are a commercially minded digital leader who combines strategic ambition with strong operational depth. You have experience building and scaling digital businesses, leading transformation and challenging established ways of working.

You understand how customer insight, ecommerce, marketing, data and technology must work together to create profitable growth. You are equally comfortable discussing ecommerce performance, customer propositions, digital product priorities, attribution and organisational capability with both functional teams and executive stakeholders.

• 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,…