Head of Digital Marketing

About

DeMellier is a fast-growing award-winning designer fashion brand based in London. DeMellier has been awarded twice by the British Luxury Association WALPOLE, recognising its commitment to innovation, craftsmanship and the highest standards of quality. Its handbags have become a favourite among women all over the world, including celebrities such as Beyonce, Irina Shayk, Emily Blunt, and January Jones among others.

In addition to its direct-to-consumer business, DeMellier is stocked in leading department stores such as Net-a-Porter, Selfridges, Saks Fifth Avenue and Le Bon Marche among others. Beyond creating beautiful products, DeMellier's mission is to be a force of positive influence in the fashion industry. Creating products by women for women, made with integrity while giving back to those less fortunate. For every item sold DeMellier funds vaccines and medical treatments aimed to save the life of a child in need.

Reporting into the Commercial Director, this is an exciting opportunity for the right candidate to join a fast-growing designer fashion brand to lead the Digital Marketing team.

Main Responsibilities

DIGITAL STRATEGY & GROWTH

1. Develop and implement a robust digital marketing strategy aligned with DeMellier’s brand vision and growth objectives.
2. Ensure that the digital marketing strategy aligns with our E-Commerce, Brand and Creative goals.
3. Forecast and strictly manage a multi-million pound digital marketing budget adhering to target customer acquisition costs.
4. Work collaboratively with Commercial and Finance to identify most profitable territories and adjust budgets/strategies accordingly.

PERFORMANCE MARKETING

1. Lead the international strategy and execution of all paid marketing campaigns across all channels (paid search, paid social, display etc), ensuring alignment with brand goals and revenue targets.
2. Manage the relationship with DeMellier’s external paid media agency, providing direction, monitoring performance, and ensuring optimal return on ad spend.
3. Continuously evaluate and optimise campaigns to improve conversion rates, customer acquisition, and overall digital performance.
4. Work very collaboratively with Creative and Brand to A/B test ads and ad copy with the aim of increasing performance.
5. Continuously keep on top of market trends and channels proactively taking the lead in launching new channels for DeMellier (e.g. TikTok Ads, Pinterest, YouTube etc).

CRM, EMAIL MARKETING & CUSTOMER RETENTION

1. Develop and implement a comprehensive CRM strategy to enhance customer engagement, loyalty, and retention.
2. Own and manage DeMellier’s email marketing programme (broadcast and automated) and email platform (currently Klaviyo), creating segmented, personalised email campaigns that drive engagement and repeat purchases.
3. Leverage customer data and insights to design tailored email marketing strategies, including automated workflows, product recommendations, and promotional offers.
4. Ensure the email marketing calendar is aligned with key business objectives, product launches, and seasonal campaigns, maximising open rates, click-through rates, and conversions.
5. Work collaboratively with E-Commerce and Brand to design and optimise the entire customer journey, from first interaction to post-purchase engagement, to ensure a seamless experience that fosters long-term loyalty.
6. Track and analyse CRM and email marketing performance metrics (e.g., open rates, engagement, CLV) to refine strategies and improve effectiveness over time.
7. Manage the relationship with DeMellier’s external CRM agency/software ensuring we make the most of their tool and their work aligns with internal objectives.
8. Work collaboratively with Head of Brand to execute ongoing customer surveys to database and analyse results.

AFFILIATE MARKETING

1. Support the Head of PR & Influencer in developing DeMellier’s affiliate marketing programme, building relationships with affiliate partners to drive brand awareness and sales.
2. Identify new opportunities to expand the affiliate network and optimise the performance of existing partners.
3. Monitor affiliate activity, providing regular performance reports and ensuring alignment with broader marketing goals.

PERFORMANCE & DATA ANALYSIS

1. Leverage data and analytics to continuously assess the performance of paid marketing campaigns, CRM initiatives, and affiliate programmes.
2. In collaboration with our Business Intelligence & Insight Consultancy, conduct in-depth analysis of key metrics, including ROAS, digital CAC, customer lifetime value (CLV), retention rates, and campaign conversion rates, to identify trends, opportunities, and areas for improvement.
3. Lead on implementation of systems (e.g. Triple Whale etc) that improve our analytical ability particularly around attribution.
4. Use A/B testing and other optimisation techniques to refine targeting, messaging, and campaign strategies across all digital channels.
5. Provide detailed performance reports to senior leadership, offering actionable insights to inform decision-making and future strategy.
6. Stay updated on industry trends and best practices in data-driven marketing, ensuring DeMellier remains competitive in its digital approach.

Requirements

The ideal candidate will possess:

1. 10-20 years of experience in digital marketing with a focus on paid media, CRM, email marketing, and affiliate programmes, ideally within the luxury or fashion sectors.
2. Proven track record of managing paid marketing campaigns and optimising agency partnerships.
3. Strong understanding of CRM systems, customer data analysis, and retention strategies.
4. Experience growing and managing affiliate programmes to drive revenue.
5. Data-driven with excellent analytical skills, capable of making strategic decisions based on performance metrics.
6. Excellent communication and leadership skills, with experience managing internal teams and external partners.
7. Excellent communication, organisational, and project management skills.