Digital Optimisation Manager

Job content

Who are Cotton Traders?

Cotton Traders is a British clothing retailer established in 1987 by England rugby captain and legends Fran Cotton and Steve Smith. Supported by a growing online and offline (catalogue) presence, we have 80 stores nationwide in England, Scotland and Wales and employee 800 people across the country. We have an ambitious plan to grow the business across all touch points and we can only do this with the best people around us.

Our vision and our values are what make us unique, and they are deeply ingrained in everything we do here at Cotton Traders. Our people are part of the fabric that makes us what we are, and when youre as passionate about your people as we are, job satisfaction and career progression come hand in hand.

Whats in the role and what are we looking for?

An exciting opportunity has arisen for an experienced Digital Optimisation Manager to join our Marketing team at Cotton Traders. Working at our Altrincham head office, you will lead the UK and International Optimisation strategy across all Website and App platforms to deliver a world class customer-centric user experience.

You will use data driven insights to create and deliver an Optimisation roadmap to improve all aspects of the Website and App customer journey funnel for all key customer personas, focusing on content, message and user journey personalisation.

Working closely with the Digital Analyst, you will proactively identify customer journey solutions to areas of focus identified in MI reports and dashboards and prioritise Optimisation roadmap accordingly. You will work in collaboration with the Ecommerce Merchandising team and Digital Marketing team to align optimisation plans with Ecommerce objectives across all key customer touchpoints and selling zones, onsite and in App..

Underpinned by an internal Web Development team, you manage all internal and external web development resource and partners to prioritise web development, projects and optimisation roadmaps in line with Ecommerce and Marketing objectives. As product owner for all websites and associated technologies you will be responsible for project managing the delivery of new feature enhancements and technology deployments onsite and in App to support customer journey funnel and marketing channel conversion.

Below you will find an insight into what youll be doing and the benefits when you come on board at Cotton Traders!

Tasks, Duties & Responsibilities

Digital Optimisation and Customer Journey

• Work in partnership with the Digital Analyst to shape the Digital Optimisation roadmap and drive digital transformation; based on data driven insights, sound testing strategy, MI and user journey analytics
• Lead the optimisation and web feature development roadmap to ultimately improve conversion across the customer conversion funnel, bearing in mind target customer personas and communication strategy
• Lead the adoption of agile AB & MVT testing principles across Digital team to improve the onsite customer journey and experience; ultimately increasing website funnel conversion
• Collaborate with Ecommerce Merchandising team to devise and deliver ongoing optimisation programs across ecommerce trading zones
• Collaborate with the Digital Marketing team to create and optimise website customer journey experiences to support new and returning customer conversion
• Work in partnership with the Digital Analyst to conduct qualitative and quantitative UX research, utilising user journey monitoring tools
• Build strong relationships with key internal stakeholders to ensure optimisation roadmap is aligned with wider business requirements, marketing objectives and success metrics
• Maintain an awareness of industry and competitor ecommerce platform developments and emerging/disruptive technologies that support the path to conversion
  

Ecommerce Platforms & Technology

• Product owner for all Website and App commerce platforms, driving innovation through feature adoption and optimisation roadmaps
• Product owner for all associated onsite / in App technology platforms that supports the purchase path to conversion, across customer reviews, customer journey monitoring, content personalisation and trading zones
• Support the Head of Digital to manage 3rd party supplier relationships to deliver strategic goals and support ongoing digital transformation
• Manage internal and external development teams to ensure operational and commercial efficiency
• Maintain understanding of all Ecommerce platform and technical integrations with all internal systems
• Proactively benchmark new technologies and systems to ensure best-in-class web and App customer experience
  

Web Development & Ecommerce Project Delivery

• Agree all optimisation and development roadmaps and development priorities with Head of Digital, inline with business, marketing and customer objectives
• Work alongside Digital Designers and Web Developers to create UX Briefs and wireframes for customer journey improvements aligned to trading and marketing objectives
• Plan and manage the delivery of all web development sprints and adhoc developments across internal and external development teams inline with features and Optimisation roadmaps
• Lead UAT for new website developments and customer journey experiences across device and browsers, supported by internal and external Web Developer resource
• Project manage the scoping and delivery of new web feature and platform projects, supported by Senior Web Developer and Head of Digital
• Project manage the delivery of functional enhancements to marketing technology platforms (e.g. data feeds, eCRM, data marketing platforms)
• Maintain an understanding of the principles of core web technologies (HTML, CSS, Javascript) to deliver a best-in-class customer experience
• Deliver UX/UI improvements inline with SEO and digital marketing best practices
  

Trade & Marketing Optimisation

• Use trading, behavioural and customer journey insights provided by Digital Analyst in weekly trading meetings to proactively identify and deliver website optimisation and conversion opportunities
• Ensure optimisation roadmaps are aligned to deliver reactive trade opportunities
• Work with Digital Analyst to develop new and refine reporting frameworks and management reporting suite to inform optimisation and feature roadmaps
• Collaborate with the Digital Analyst to interpret the findings of post-campaign analysis conducted on customer journey and marketing campaign optimisations; implement resulting customer journey solutions
  

What you need to excel in this role?

• Demonstrate a strong attention to detail and the ability to work with agility and accuracy
• Adopt a commercially minded approach to optimisation roadmaps, reacting and prioritising in line with business and trading objectives
• Manage internal key stakeholders (up, down and sideways) and wider team relationships
• Manage supplier relationships where necessary
• Coach and develop Web Developer team to deliver strategic goals and maintain operational efficiency
• Deputise for the Head of Digital as required
• Collaborate with Head of Digital, Digital Analyst, Head of Marketing Strategy, and wider Digital Marketing team to drive digital, customer and business growth agenda
• Assist and support in the development of other team members to ensure accurate and timely delivery of all cross-dependent key priorities
  

Whats on offer?

We are protective and proud in equal measure of our culture and suggest you take a look at our values on our web-site to gain a better understanding of life at CT. Once youre part of the team, youll be rewarded with, alongside other things:-

• 25 days holiday rising to 30 days, plus bank holidays
• Flexible working culture, adopting a hybrid working approach
• Holiday purchase scheme
• 50% staff discount
• Pension scheme
• Health cash plan
• Development towards a progressive career