Location & Hours - Based at our London offices 5 days per week, with core hours of 9-5 (40 hour working week). Flexibility required to travel across the UK and Ireland, depending on business needs. Purpose: This is a pivotal leadership role within the Marketing team, responsible for driving revenue growth and brand visibility through all digital performance and conversion channels. The Head of E-Commerce and CRM will shape the overarching digital strategy across edyn's brand portfolio (Locke, Cove, and SACO), taking ownership of e-commerce performance, CRM, SEO/SEM, conversion rate optimisation, and content-led commerce strategies. Reporting to: Head of Marketing Duties And Responsibilities Strategic Ownership & Leadership • Develop and execute a commercially driven digital strategy to maximise direct bookings and reduce reliance on OTAs. • Own and optimise the full digital customer journey across website, search, CRM, and performance marketing channels. • Lead the E-Commerce team, including CRM, digital content, and performance executives, fostering a high-performance, insights-led culture. • Translate brand storytelling into digital campaigns that drive conversion while maintaining brand integrity. E-Commerce & Website Strategy • Oversee management of website content, UX enhancements, CRO testing, and merchandising strategies. • Ensure the digital ecosystem delivers a premium, brand-right user experience across all devices and languages. • Collaborate with Product and Tech teams to deploy scalable web improvements and site developments. • Anticipate and respond to the evolving impact of AI-driven search experiences on user discovery, visibility, and SEO strategy. CRM & Customer Data Strategy • Lead the evolution of CRM as a core revenue and engagement driver. • Oversee lifecycle marketing and database segmentation to enable personalisation at scale. • Ensure compliance with GDPR and best-in-class data hygiene and governance practices. • Explore and test emerging CRM channels beyond email, including messaging platforms such as WhatsApp and SMS, to reach guests in their preferred environments. Digital Performance Marketing • Direct agency and internal teams across all paid digital activity (search, social, programmatic, retargeting). • Manage media budgets and performance analytics with a focus on ROI and efficiency. • Feed into always-on and campaign-based performance strategies in collaboration with the Brand team. Cross-Functional Collaboration • Work closely with Revenue, Tech, Brand, and Property teams to ensure alignment on business objectives. • Represent digital perfrmance in senior-level meetings and strategic planning. THE IDEAL CANDIDATE WILL HAVE THE FOLLOWING SKILLS: Core Skills • Proven leadership in digital marketing/e-commerce. • Strong knowledge of the hospitality industry. • Deep understanding f performance marketing, SEO, CRO, and UX best practices, including the shifting role of traditional search due to generative AI. • Ability to translate brand strategy into conversion-optimised digital journeys. • Highly analytical with the ability to derive insights from complex datasets. • Strong people leadership and project management skills. • Experience with Kentic or similar CMS platforms. • Familiarity with GA4, CRM tols (e.g., Salesforce, HubSpot), and analytics dashboards. Experience • 7+ years in digital marketing/e-commerce roles, including at least 3 years in a senior leadership capacity. • 3+ years in the hospitality industry. • Previous team lead experience. Demonstrable success in delivering measurable growth and ROI in a digitally-led environment