Job Specifications
About The Club:
At the Caravan & Motorhome Club, we aim to share our passion for enjoying the great outdoors by providing an unrivalled choice of quality places to stay, at locations world-wide. We provide over one million members with access to nearly 2,700 locations in the UK and Europe, as well as giving them access to our vast knowledge and expertise in how to make the most of caravanning and motor-homing a leisure pastime.
Reporting to: Director of Marketing & Membership Services
Line management responsibility: Digital Marketing Manager & Marketing Data & Insights Analyst
About the job: As the Head of Digital, you will be responsible for developing, owning, and executing our digital strategy to deliver business growth. You will provide strategic leadership across all our digital platforms, including websites and apps, ensuring a best-in-class user experience that enhances our member and non-member acquisition, engagement, and retention marketing strategies.
This role is pivotal in championing a data-driven culture within the marketing department, leveraging insights to optimise performance and maximise ROI. You will lead a talented team of digital specialists, manage key agency relationships, and collaborate with senior stakeholders across the business to deliver a cohesive and commercially successful digital eco-system for the Caravan and Motorhome Club.
Key Tasks/Accountabilities:
Strategic Leadership: Develop, own, and execute the overarching digital strategy in collaboration with senior stakeholders to drive business growth and achieve our objectives.
Digital Innovation: Act as the digital champion for the business, identifying new opportunities and making strategic recommendations to enhance commercial performance and the member and guest experience.
Platform & UX: Accountability: Hold joint accountability for the development, management, and optimisation of our digital platforms (e.g., camc.com, experiencefreedom.com, and associated apps), championing a best-in-class user experience through continuous testing and improvement.
Data-Driven Culture: Drive a data-first approach across the marketing department, overseeing the analysis of all relevant data to provide actionable insights and enable data-driven decision-making.
Performance Management & Reporting: Ensure robust monitoring, tracking, and analysis of all digital marketing KPIs (e.g., lead generation, conversion rates, ROI), delivering clear dashboards for key stakeholders.
Team Leadership & Development: Lead, manage, and ensure the ongoing professional development of the digital team, fostering a culture of high performance.
Budget Management: Hold full accountability for the digital budget, ensuring it is managed effectively to deliver against the digital roadmap and marketing strategy.
Agency & Partner Management: Manage relationships with key digital agencies and technology partners, maximising value and ensuring all projects are delivered on time, on budget, and to the highest standard.
Compliance & Governance: Ensure all digital platforms and activities adhere to relevant legal, regulatory (FCA, OFGEM), and data protection (GDPR, PECR) frameworks, staying abreast of technological changes that could impact performance.
Stakeholder Communication: Ensure clear communication of product improvements, insights, and strategic recommendations to all relevant internal and external stakeholders.
Senior Team Collaboration: Act as a key member of the senior marketing leadership team, working alongside the Head of Marketing, Head of Commercial, Head of Strategic Product Development and Head of Publishing to deliver a cohesive strategy.
Other Duties: Any other duties as requested by the Director of Marketing & Membership Services.
Essential Skills & Experience Required:
Proven experience in a senior digital leadership role, with a track record of developing and executing successful digital strategies that drive commercial growth.
Extensive experience managing and optimising a complex digital ecosystem, including multiple websites, apps, and analytics platforms.
Experience working with EPiServer / Optimizely content management system or equivalent.
Experience identifying and implementing AI-driven solutions for customer segmentation, personalised content delivery, predictive analytics, or enhanced member services.
Strong leadership skills with demonstrable experience in managing and developing a multi-disciplinary digital team.
Expert knowledge of the full digital marketing mix, including SEO, PPC, CRO, content, social media, and email marketing.
Experience in ethical AI deployment and governance, with an understanding of data privacy and algorithmic bias.
Highly data-literate, with deep experience in web analytics (specifically GA4 and Google Search Console), digital marketing data analysis (SEMRush, Yext), and using insights to inform strategy and tactics.
Experience managing large digital budgets and demonstrating clear ROI.
Exceptional