Newmarket HolidaysDirector of Ecommerce
Aug. 2022 - Jan. 2024London, England, United KingdomThe role was to oversee website management, content, marketing, analytics, operations, and team leadership support, that requires close working relationships with teams all around Newmarket Holidays’ business, adopting a highly-collaborative approach to creating and ensuring a full, omnichannel experience, optimising the online customer journey and building brand engagement. My role was to support the CEO with the direction and guidance of a team of 7, inputting on recommendations and actions for their progression and development to achieve successful execution of business strategies, and shape and growth of the team. Responsible for employing a spend of around £1m annually to drive sales growth online and deliver circa £5m in revenue for the second half of 2022 and have seen healthy improvements in 2023 with a 20% revenue growth in an environment with a new wholly new team, new strategy and some new technology
• Enable the growth of Newmarket Holidays’ e-commerce sales and market share by providing project leadership, direction and expertise across online trading initiatives and CRM strategy
• Work closely with stakeholders to forecast, plan, and execute a full calendar of campaigns and promotions, supporting launches of new products and services and monitoring the competition and receiving customer feedback
• Review, define and monitor KPI’s such as SEO, CVR, CTR, AOV, site engagement and bounce rate, and utilise data
• Continuously optimise online acquisition, pre-emptively considering strategic changes to key online acquisition partners
• Inform the business on customer trends and segmentation, competitor developments and market opportunities. Projects completed/Initiated: Online rebranding (December 2022), New Email Service Provider (February 2023), New Call tracking, Website Redevelopment to launch early 2024 , CRM database cleanse 600k records, Sales Attribution and single view of customer