Digital Marketing Manager (Website and Ecommerce) [CCP for Digital Advertising and Marketing Professionals]

Role Purpose The Digital Marketing Manager (Website and Ecommerce) grows FLOOF’s online sales and repeat purchase through the company website. The role leads the website as FLOOF’s direct sales channel: how customers find FLOOF online, how they choose and buy, and how they come back.

The role leads the ecommerce workstream of FLOOF’s move to a new Shopify website, planned for launch in March 2027, and owns website search visibility, content, conversion and the digital communication customers receive from order to delivery.

Key Responsibilities

Website growth and ecommerce strategy

• Lead the website as FLOOF’s direct sales channel, setting priorities for traffic, conversion, average order value and repeat purchase.

• Plan and publish website promotions, product launches and landing pages for product ranges and seasonal campaigns.

• Manage the website product range: product pages, bundles, subscriptions, imagery and copy, with pricing approved by the CEO.

• Manage the website’s wholesale page and online wholesale enquiries. Shopify website development

• Define the ecommerce and customer requirements for the new Shopify website, including navigation, product pages, search, pet profiles, subscriptions, checkout and reorder.

• Lead acceptance testing and launch readiness with the website developer, who handles the technical build.

• Protect search rankings through the migration by planning redirects, page titles and metadata with the developer. Search engine optimisation and content

• Research the search terms and questions customers use, and plan product, category and educational pages around them.

• Write and optimise website content, including page titles, headings, descriptions and internal links.

• Monitor search visibility, rankings and organic traffic, and update content to improve results. Conversion and customer insight

• Analyse website data, purchase patterns and customer questions to find what helps or stops customers from buying.

• Plan and run tests on pro