Role Purpose

The Digital Marketing Manager (Website and Ecommerce) grows FLOOF’s online sales and repeat purchase through the company website. The role leads the website as FLOOF’s direct sales channel: how customers find FLOOF online, how they choose and buy, and how they come back.

The role leads the ecommerce workstream of FLOOF’s move to a new Shopify website, planned for launch in March 2027, and owns website search visibility, content, conversion and the digital communication customers receive from order to delivery.

Key Responsibilities

Website growth and ecommerce strategy

•   Lead the website as FLOOF’s direct sales channel, setting priorities for traffic, conversion, average order value and repeat purchase.

•   Plan and publish website promotions, product launches and landing pages for product ranges and seasonal campaigns.

•   Manage the website product range: product pages, bundles, subscriptions, imagery and copy, with pricing approved by the CEO.

•   Manage the website’s wholesale page and online wholesale enquiries.

Shopify website development

•   Define the ecommerce and customer requirements for the new Shopify website, including navigation, product pages, search, pet profiles, subscriptions, checkout and reorder.

•   Lead acceptance testing and launch readiness with the website developer, who handles the technical build.

•   Protect search rankings through the migration by planning redirects, page titles and metadata with the developer.

Search engine optimisation and content

•   Research the search terms and questions customers use, and plan product, category and educational pages around them.

•   Write and optimise website content, including page titles, headings, descriptions and internal links.

•   Monitor search visibility, rankings and organic traffic, and update content to improve results.

Conversion and customer insight

•   Analyse website data, purchase patterns and customer questions to find what helps or stops customers from buying.

•   Plan and run tests on product pages, subscriptions and checkout, and implement improvements.

•   Define the customer and pet profile information the website collects to make shopping easier and more relevant.

Digital customer experience and communication

•   Lead the customer experience design of FLOOF’s AI customer communication project, shaping the WhatsApp messages customers receive from order confirmation to delivery.

•   Set the tone, timing and clarity of these messages so that every touchpoint reflects the FLOOF brand and builds customer trust.

•   Evaluate customer response and feedback, and recommend improvements to the communication experience.

Reporting

•   Produce a monthly website performance report covering traffic, search visibility, conversion, average order value, subscription sign ups and repeat purchase.

•   Present findings and recommendations to the CEO.

Experience and Capabilities

•   Strong customer focus and an eye for clear, attractive presentation.

•   Good organisation, project coordination and written communication skills.

•   Comfortable working with numbers and drawing conclusions from data.

•   Strong interest in ecommerce, websites and digital customer experience.

•   Prior ecommerce experience is not required. Structured on the job training will be provided.

Expected Outcomes in the First Six Months

•   Website and SEO baseline audit.

•   Approved ecommerce requirements for the new Shopify website, and a successful launch.

•   Optimised product, category and educational pages.

•   Website landing pages for the FLOOF GO range.

•   Website measurement plan, and monthly performance reports from the website launch in March 2027.

•   Customer communication guidelines and an evaluation of the AI customer communication project.

•   A 12 month website growth roadmap.