Free People - Head of Ecommerce and Digital Marketing

About Us:

Free People is distributed globally via direct channels such as the Free People US & Free People UK sites, as well as specialty boutiques, top department stores, and the brand’s own free standing retail locations in the US and Canada.

Role Summary:

Responsible for managing Free People’s European ecommerce business, with responsibilities over performance marketing. This role requires a highly analytical and results-driven leader who can translate business performance insights into marketing and merchandising decisions that lead to the continued accelerated growth of our international business.

They will work cross-functionally with brand marketing, merchandising, and digital teams to drive customer acquisition, conversion, and revenue across key European markets.

What You'll Be Doing:

1. eCommerce Strategy & International Growth

• Achieve financial growth targets through monitoring, analysing and managing Free People’s European eCommerce business
• Optimize site traffic, conversion and category performance to achieve revenue targets
• Identify regional opportunities to adapt merchandising, pricing, and marketing strategies
• Partner with cross-functional teams to execute localization strategies in key global markets

1. Digital Marketing & Performance Optimization

• Lead paid media strategy (Search, Social, Display, Affiliates) to drive profitable customer acquisition and retention
• Partner with brand marketing teams to align digital advertising efforts with broader initiatives
• Own and optimise marketing budgets across the customer journey, from acquisition through retention, using data-driven decision-making to improve conversion, CLV, and brand positioning

1. Data Analytics & Business Insights

• Conduct deep performance analysis of site traffic, conversion rates, customer acquisition costs (CAC), and return on ad spend (ROAS)
• Translate insights into marketing and merchandising actions to maximize profitability
• Utilize analysis and reporting to track KPIs and refine marketing and site-conversion strategies
• Experience with Media Mix Models (MMM) and of marketing incrementality measurement

1. Merchandising & Site Optimization

• Collaborate with the merchandising, analytics, planning and operations teams to ensure the right product mix and promotions are tailored for international audiences
• Work with UX and site development teams to enhance site performance
• Drive A/B testing initiatives to refine landing pages, product pages, and pricing strategies

1. Cross-Functional Collaboration & Leadership

• Partner with global counterparts, European brand marketing, stores, and third-party partners
• Align with operations teams to ensure an efficient international fulfillment experience
• Manage agency relationships to maximize the effectiveness of paid marketing strategies

What You'll Need:

• Strong experience in multi-category ecommerce and digital marketing, international a plus
• Strong analytical skills with experience in Google Analytics, Adobe Analytics, or similar tools
• Proven expertise in performance marketing channels (Google Ads, Social, Video and Affiliates)
• Experience in merchandising, working with product teams to optimise assortment sell-through
• Deep knowledge of paid social, SEM and CRM strategies to drive customer engagement
• Excellent leadership and communication skills to collaborate with a wide range of stakeholders

The Perks:

• Work-life balance: Flexible start and finish times, bring your dog to work.
• Wellbeing: Employee Assistance Program, free gym, private medical insurance.
• Employee Discount: Up to 40% off at all URBN Brands.
• Community: One paid day to volunteer or fundraise for a charity.
• Travel: Cycle to work scheme, season ticket loan.
• Continued Development: Structured support and ongoing learning opportunities.

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Equal Opportunity Statement:

We base all our employment decisions on merit, job requirements and business needs.