Job Title: Head of Digital

Location: Central London (3+ days in the office)

Reports To: Managing Director

Direct Reports: Ecommerce Manager, Agency Partners

About T.M.Lewin:

T.M.Lewin is a heritage British menswear brand renowned for exceptional quality, craftsmanship, and timeless style. As we re-enter physical retail in early 2025 and continue to grow our direct-to-consumer channels, we are at the beginning of a bold new chapter.

With plans to open new stores and scale operations in the UK and beyond, we are building a lean, modern business designed to deliver exceptional product, service, and experience at every touchpoint.

Role Overview

We are looking for an experienced and data-driven Head of Digital to own and deliver the digital growth strategy for T.M.Lewin. This is a pivotal leadership role, responsible for the performance, optimisation, and commercial success of the website, the management of external marketing agencies, and the planning and execution of all digital marketing campaigns.

This role will be responsible for leading the AI utilisation across the business, ensuring all focus is on remaining lean and scaling using technology first.You'll be part of a small but ambitious leadership team, with real autonomy and the opportunity to make a tangible impact on the future of a much-loved British retail brand.

Key Responsibilities

1. Website Management & Optimisation

Own the end-to-end performance of the website (Shopify Plus), ensuring strong UX/UI, conversion optimisation, and seamless customer journey.
Ensure site merchandising supports product priorities, seasonal stories, and commercial performance — optimising for sell-through and visual appeal.
Use customer behaviour data to drive continual improvement in conversion rate, AOV, bounce rate and basket abandonment.
Implement and test improvements through A/B and multivariate testing, working closely with tech and design teams.
Continuously explore AI-driven tools for personalisation, site optimisation, and predictive analytics to enhance performance.

2. Digital Campaign & Performance Marketing

Lead and oversee the execution of all paid media campaigns ensuring they meet performance and brand KPIs.
Take a test-and-learn approach to campaign optimisation, including creative, targeting, landing pages and messaging.
Collaborate with creative and buying teams to produce high-performing digital campaigns that align with brand storytelling and product priorities.
Maintain and enhance a structured campaign calendar across channels, ensuring team alignment and timely execution.
Utilise AI-powered marketing platforms to automate campaign management, optimise spend, and accelerate testing cycles.

3. Agency & Partner Management

Manage day-to-day relationships with digital agency partners, including performance marketing, SEO, CRM, and analytics.
Define clear KPIs and ensure agencies are held accountable to performance and ROI targets.
Ensure a strong flow of creative direction, briefing, and performance insight between internal stakeholders and agencies.
Encourage and evaluate the use of AI capabilities within agency partners to ensure cutting-edge, scalable delivery.

4. CRM & Retention Strategy

Oversee the performance and segmentation strategy of CRM channels, working to increase customer retention and lifetime value.
Ensure digital campaigns are fully integrated with CRM messaging and personalisation strategies.
Support ongoing improvements in our CRM platform, data hygiene, and cross-channel communications.
Drive AI-led personalisation and predictive lifecycle marketing to improve customer engagement and retention.

5. Reporting, Insights & Strategy

Lead all digital performance reporting, ensuring actionable insight across traffic, channel performance, customer behaviour, and commercial impact.
Produce weekly trading and campaign reports, and deliver executive summaries for senior leadership on a quarterly basis.
Identify capability gaps and propose future-state digital ecosystem improvements across tools, platforms, and people.
Identify opportunities to incorporate AI and machine learning tools to enhance forecasting, reporting automation, and strategic insight generation.

Requirements

7+ years’ experience in ecommerce/digital marketing, ideally within fashion, retail, or D2C brands.
Proven experience owning and optimising Shopify Plus (or similar ecommerce platforms).
Hands-on experience managing and optimising digital campaigns across paid search, social and CRM.
Strong understanding of performance marketing metrics, customer journeys and media effectiveness.
Demonstrated ability to evaluate and implement AI tools and workflows to scale digital performance and operate lean.
Proven ability to manage and challenge external agencies to drive results.
Strategic thinker with a hands-on, data-led mindset and commercial instinct.
Experience building and executing campaign calendars and reporting on end-to-end performance.
Strong stakeholder management, communication, and leadership skills.
Comfortable working in a fast-paced, growth-focused retail environment.

What We Offer

Competitive salary
Discretionary annual bonus scheme
Hybrid working (3 days in-office)
25 days holiday + bank holidays + birthday off
60% staff discount
Private medical insurance (Vitality)
Life Assurance
Up to 7% matched pension contribution
Access to retail, wellbeing & lifestyle discounts

T.M.Lewin

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