Head of Digital Marketing

Responsibilities

• Own the Digital Growth strategy and annual roadmap, with accountability for turning demand into direct bookings.
• Own performance against agreed bookings, revenue, traffic, conversion and efficiency targets, clearly communicating why we are ahead or behind plan and what actions are required.
• Develop forecasts that connect marketing investment, traffic, conversion and bookings to support effective planning and decision-making.
• Identify and prioritise the biggest opportunities and constraints to growth, focusing investment and resources where they will have the greatest commercial impact.
• Balance short-term performance with longer-term investment in channels, technology, content and capabilities to deliver sustainable growth.
• Lead our overall digital acquisition strategy across paid media, SEO/GEO and content, ensuring channels work together to maximise performance.
• Provide strategic direction to the Paid Media, SEO/GEO and Content leads, challenging performance and supporting them as owners and experts within their specialist areas.
• Oversee a significant and growing digital marketing budget, allocating investment effectively and scaling activity while maintaining agreed efficiency.
• Ensure our acquisition strategy drives both profitable direct bookings and high-quality enquiries that convert through the Sales team.
• Stay ahead of changes across digital marketing, search, AI and customer discovery, evolving our strategy and capabilities to support continued growth.

Requirements

• Significant experience in a senior digital or ecommerce role, with demonstrable ownership of acquisition strategy and commercial performance.
• A strong track record of driving growth through a combination of acquisition, organic performance and conversion improvement.
• Demonstratable experience overseeing significant digital marketing investment and making commercially informed decisions about where and how to invest.
• Strong knowledge of paid media and SEO, with sufficient technical and commercial depth to challenge channel specialists and their strategies.
• Strong understanding of website conversion, customer journeys, CRO and experimentation.
• Highly commercially minded, with the ability to connect marketing metrics to bookings and revenue.
• Comfortable building and interpreting forecasts and using performance against plan to identify actions and opportunities.
• Strong analytical skills, with the ability to move from data to insight and from insight to prioritised action.
• Comfortable operating in a fast-moving digital environment and adapting strategy as technology, AI, search and customer behaviour evolve.
• Excellent communication skills, with the ability to explain complex digital performance clearly to both specialists and senior stakeholders.

Preferred

• Experience within travel is advantageous but not essential.
• Experience operating across multiple international markets is an advantage.