New Vacancy - eCommerce Manager- Head Office, Guildford

Responsibility for the trading and content strategy and for ongoing maintenance of the Snow + Rock, Runners Need and Cycle Surgery websites to support our overall Omnichannel proposition. The eCommerce Manager will work with the Head of eCommerce, Ecommerce Merchandising Manager and Digital Marketing Manager to develop and implement appropriate merchandising, usability and optimisation strategies, attract relevant traffic, and propose improvements in website functionality to provide the best possible customer experience.


People Responsibility: 2 direct reports, team of 7 in total


Key Responsibilities:


  • Develop a clear understanding of the outdoor markets Cotswold Outdoor operates in, including good insight into our competitors and our target consumer within these markets.
  • Apply this knowledge and combine with a thorough understanding of each fascia’s brand strategy to contribute to and implement a commercial online strategy that supports and complements our overall goals
  • Ensure a best-in-class Omnichannel Customer Experience when browsing and buying from each website. Areas of ownership will include, but not limited to:

o   Through collaboration with our marketing teams, ensuring the presentation of the website supports our strategy of being an Omnichannel retailer by delivering consistency to other shopping channels and marketing communications

o   Relevant written and visual product and non-product content that engages our customer as well as supporting the buying process to meet commercial objectives

o   Working with the Digital Marketing Manager to ensure our content is optimised fully for SEO, and we are using appropriate landing pages

o   Personalising the customer experience wherever possible utilising the data and tools available to us, working with merchandising colleagues as required

o   Data analysis to deliver a continually improving online user experience and optimisation, including proposal of appropriate tools

o   Support of cross-channel customer journeys including those that transact online; but also research online, buy in store.

o   Ensuring all products are present on the website on a timely basis to maximise the sales opportunity with our full ranges

  • Leading the Guildford weekly online trading meeting, instilling a trading culture, working with team members; but also supporting teams such as B+M and marketing to react to shorter term opportunities that arise, maximising the sales opportunity to achieve our targets
  • Working with despatch to ensure we brief them for any peak in demands and are aware of any issues with despatching goods. 
  • Working with Customer Services to deliver a self-service and after-sales proposition that minimises the amount of Call Centre customer contact
  • Supporting the Head of eCommerce with the budget setting process for each of the websites
  • Working within budgets, and effectively managing controllable costs. 
  • Ensure effective transactional and onsite reporting is in place, to give transparency of performance to the wider business and to drive continual improvement
  • Provide effective team management and leadership ensuring engagement with the vision, mission and values across the business
  • Ensuring required skill sets are in place and are developed within an appropriate team structure. 


You will be working with:


  • Digital Marketing team for online traffic quality and growth, and consistency of customer journey
  • Brand Marketing for digital content creation aligned with our Omnichannel brand guidelines
  • CRM team for database traffic growth, and a consistent and engaging customer journey
  • Logistics/Despatch team for fulfilment proposition
  • Call centre for after-sales support
  • Colleagues at SRG, to share experiences and good practice
  • Liaison with external service providers as required


Key Performance Indicators:


  • Website conversion
  • Bounce rates
  • Funnel completion
  • Page views per session
  • Dwell time per session
  • % products online with stock at start of season


Knowledge Required:


  • Excellent knowledge of the eCommerce industry, and decision-making processes when purchasing
  • An understanding of digital marketing including latest developments in the market
  • An understanding of the Snow, Run and Cycle industry would be a distinct advantage
  • Working knowledge of Adobe Experience Manager would be an advantage
  • Good knowledge of Google Analytics and other content analytics solutions


Skills and Qualifications:


  • Management experience in a retail eCommerce environment
  • Highly commercial, with an ability to extract and understand data insights as well as market conditions and translate to commercial actions
  • Excellent planning and organisation skills, with a meticulous attention to detail and ability to deliver to deadlines
  • Influencing skills, particularly with key partners to ensure other company departments and external partners are appropriately supporting the overall eCommerce strategy
  • The ability to manage and operate under stress and with tenacity to achieve ambitious targets within tight deadlines
  • Excellent team management and development skills


Behaviours and Competencies:


  • Customer-centric approach to everything we do, with a continual drive to provide an outstanding customer experience
  • Continual drive for improvement across all areas, challenging existing ways of working where appropriate
  • Be a ‘team player’ with colleagues within and outside the department in working towards common goals


If you are interested, please send your CV together with a covering letter to