Head of Marketing

Role Title Head of Marketing & eCommerce

Reports To Managing Director

Company

Carraig Donn is Ireland's premier lifestyle retailer of Ladies Fashion, Jewellery, and Gifts, which was established in 1965. At Carraig Donn, we are inspired by our long history as an Irish retailer, and we draw on our heritage as we consistently innovate and evolve to remain relevant and attractive to our extensive customer base. At Carraig Donn, the customer is central to our success, and we pride ourselves on providing genuine, honest customer service and an excellent retail experience. Our team of experienced buyers strive to bring our customers quality products at affordable prices, through our extensive collection of brands that are unique and exclusive to Carraig Donn. Our aim is to build positive, lasting relationships by providing customers with the right products at the right time, both at the store level and on our online platform. Carraig Donn is 100% Irish owned and operated with over 500 people employed across our Head Office and network of 42 retail stores. Our Head Office, Warehouse, and eCommerce operations are all conducted from our home in Westport, Co. Mayo. Carraig Donn is continuing to grow year on year, with an exciting 10-year expansion plan and a never-standing-still approach.

Join us in our Journey of Growth:

Be part of a truly successful and progressive Irish-owned company based in the West, offering exceptional growth prospects and expansion plans. As we strive to reach new heights, there's an opportunity for you to join our leadership team and play a vital role in propelling us to the next level. While the journey may be challenging, it promises to be incredibly rewarding, both personally and professionally. Join Carraig Donn and be part of our exciting future

Job Role

To drive the growth strategy of Carraig Donn, the Head of Marketing & eCommerce will play a crucial role in scaling the existing eCommerce and retail business. This position will involve enhancing customer loyalty, improving conversion rates, and ensuring that Carraig Donn remains a leader in innovation and automation within the industry. The successful candidate will be a pivotal member of the Senior Management Team, leading the Marketing & eCommerce department, and collaborating with external agencies to achieve the company's key performance indicators (KPIs).

Responsibilities

Strategic Leadership

Develop and execute strategies to scale Carraig Donn's eCommerce and retail business, leveraging brand loyalty and driving the company's evolution as an omni-channel retailer.

Lead the eCommerce function with a focus on increasing revenue, customer growth, and conversion rates while meeting key departmental and company KPIs.

Collaborate with the Senior Management Team to align eCommerce and Marketing strategies with broader company objectives.

Marketing Strategy & Execution

Develop and implement comprehensive Marketing strategies for both traditional and online retail channels.

Provide strategic guidance on digital marketing across multiple channels, including Paid Social, SEO, Paid Search, Shopping, Affiliates, Content Management, Native, Display, and Video, utilising platforms such as Facebook, Instagram, Google Ads, Bing, and emerging social channels.

Manage and optimise digital marketing budgets based on data-driven insights to maximize ROI.

Brand & Campaign Management

Oversee brand management for Carraig Donn and associated private labels, ensuring adherence to brand guidelines and consistency across all marketing outputs.

Lead the development of innovative Marketing campaigns, supporting various departments and aligning with seasonal events and promotions.

Manage the retail calendar, coordinating product launches, seasonal events, and promotional activities.

. Experience of co-ordinating shoots, campaign management, negotiating collaboration contracts with influencers and brand ambassadors, extensive knowledge of the fashion industry; agencies, events, publications, tv segments, Irish fashion advertising avenues, and fashion digital platforms.

Customer Experience & Digital Innovation

Continuously improve user experience (UX) and identify opportunities for innovation and automation to enhance efficiency and customer satisfaction.

Oversee the development and implementation of eCommerce technologies that support future growth and digital innovation.

Stakeholder Communication & PR

Act as the public representative for Carraig Donn, managing company communications and issuing press releases in alignment with the company's brand and values.

Ensure clear communication of all Marketing and eCommerce activities to relevant stakeholders, including regular reporting on campaign performance using analytical tools for data-driven decision-making.

Team Leadership & Development

Lead, mentor, and recruit members of the Marketing & eCommerce team, fostering innovation, identifying development areas, and ensuring high standards across all departmental outputs.

Manage customer-focused Marketing programs, including the Loyalty program and omni-channel platforms, while ensuring compliance with GDPR and company policies.

Financial Management

Manage the annual marketing budget, strategically deploying spend across all outlets to achieve optimal results.

Market Research & Opportunity Identification

Conduct market research to identify new opportunities that drive business growth through advanced Marketing practices and technological advancements.

Planning & Collaboration

Lead the annual, promotional, and weekly planning processes in conjunction with the Buying team and Senior Management to ensure cohesive execution of marketing and retail strategies.

Skills required

  Bachelor's degree in Marketing, Business, or a related field (Master's degree preferred).

  6+ years of experience in marketing and eCommerce, with at least 4 years in a senior leadership role.

  Experience in Fashion & Retail Marketing experience in the industry with established contacts preferable

  Digital Marketing Proficiency: Expertise in SEO, SEM, Paid Social, and Email Marketing.

  eCommerce Management: Proven experience with eCommerce platforms and UX/UI optimization.

  Data-Driven Decision Making: Strong analytical skills using tools like Google Analytics.

  Strategic Planning: Ability to develop and execute long-term marketing and eCommerce strategies.

  Team Leadership: Proven experience in leading and mentoring high-performing teams.

  Budget Management: Expertise in managing and optimizing marketing budgets.

  Creative Campaign Development: Ability to design and implement innovative marketing campaigns.

  Stakeholder Communication: Excellent verbal and written communication skills for effective collaboration and public relations.

Location

The role is based at Carraig Donn's headquarters in Westport, County Mayo, with flexibility to work from other locations as necessary. Regular attendance at Head Office and other key locations will be required.