• Own the strategic direction of email marketing across all brands, ensuring it remains a consistent and growing revenue-driving channel. • Define campaign approach, lifecycle strategy, and testing priorities based on performance and customer behavior. • Monitor performance across revenue contribution, engagement, and conversion, identifying clear opportunities for improvement. • Provide direction to the Email Marketing Specialist on what to optimize, test, and scale. • Ensure email is fully aligned with broader campaign strategy and integrated with web, paid, affiliate, and social channels. • Drive strategy, direction, and performance across paid media, affiliate, and influencer channels. • Manage the strategic direction of affiliate marketing across all brands. • Define how affiliate contributes to customer acquisition and revenue growth.

• Responsible for online sales (Shopify, Amazon, Otto) and budget management • Help shape pricing strategy to optimize revenue and margins • Set direction for paid channels and SEO/SEA strategy • Define the strategic direction for content and social media • Prioritize CRO initiatives and collaborate with the Shopify project team • Directly manage team leads and support employee development

• Design and execute full-funnel digital marketing strategies to drive lead generation and revenue growth • Launch and optimise multi-channel campaigns across SEO, SEM, social, email, and paid media • Lead the development, in collaboration with the CXO and external agencies, of our new website and website strategy • Develop and execute automated lifecycle marketing strategies aligned to best practice and using data-driven decision making – ownership of customer marketing data management frameworks and standards • Own performance metrics like CAC, LTV, pipeline velocity, and conversion rates • Continuously test, learn, and refine assets, messaging, and user journeys • Be a champion of our brand across all digital touchpoints • Collaborate with sales, product, and external agencies to align and amplify impact • Explore emerging tools and tactics to stay ahead of the curve • Oversee and optimise our website CMS, SEO infrastructure, and technical performance

• Lead the planning, development, and execution of integrated digital campaigns across ecommerce and digital channels • Collaborate with business stakeholders to plan, build and manage integrated digital campaign calendar aligned with cross-functional business priorities. • Translate business goals into clear campaign strategies, briefs, and digital channel activation plans. • Ensure all digital channel activations deliver consistent messaging and support a unified digital customer journey. • Lead an analytical, hypothesis-driven approach to unlock value, and use experimentation frameworks (A/B, multivariate tests) to optimize conversion paths. • Build learning agendas, analyze outcomes, and integrate insights into ongoing execution and refinement. • Establish and track ecommerce-aligned KPIs and customer journey metrics from all deployed digital campaigns. • Analyze digital performance data across channels to inform campaign optimization and content refinement. • Partner with Analytics to define and implement mechanisms for performance management, and post-campaign performance reporting including dashboards and reports (e.g., Tableau). • Synthesize insights from multiple data sources and channels that clearly tie digital campaign performance to ecommerce conversion and revenue outcomes. • Continuously identify opportunities to improve campaign effectiveness, efficiency, and customer engagement across onsite placements, audiences, messaging, and digital content. • Serve as the lead and central point of contact for end-to-end digital campaign execution, managing timelines, deliverables, dependencies, and risk. • Coordinate with cross-functional partners including Ecommerce, Product, Merchandising, Creative, and Sales. • Communicate proactively with internal stakeholders on timelines, risks, and performance insights. • Manage multiple digital campaigns simultaneously while maintaining a high standard of quality and attention to detail. • Ensure digital campaigns adhere to brand standards, and meet platform requirements across email, paid media, onsite modules, CMS templates and landing page components. • Contribute to the evolution of digital campaign frameworks, playbooks, and workflows that support faster digital activation and campaign scalability.