Head of ECommerce Role Description Aug`16

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Role Profile
Job title
Head of Ecommerce
Reports to
Managing Director, Lloyds Online Doctor
Role Purpose
This is an excellent opportunity for a Head of Ecommerce/Marketing to drive forward a ground breaking health
tech platform in the UK and Ireland. You will be a key member of the Online Doctor leadership team and
shape the future strategy and culture of the company. You will be responsible for creating and implementing
all online strategies across the Online Doctor platform in both countries. You’ll manage and nurture a growing
team of 4 to deliver the marketing strategy across Content, CRO, Online Marketing, Email and Web
Optimization. We are looking for someone who can continue to optimise and build out our digital marketing
channels but also develop the brand proposition and creative messaging across marketing channels. This role
will lead the development of an ecommerce optimisations channel to deliver new features and products to
the website to improve conversion rate and drive revenue.
Marketing Strategy
Responsible for the overall results and P&L’s of the two online businesses including ownership of the
marketing budget
Accountable for all digital marketing and offline marketing activity, working closely with in house teams
as well as agencies, focusing on driving acquisition and retention
Responsible with the help of in-house teams and agency to develop the brand proposition to
differentiate the Online Doctor in the market place and improve the consistency of messaging across
creative, working with key stakeholders in LloydsPharmacy to ensure alignment
Identify opportunities for category growth and develop propositions including optimisation of pricing
strategy to manage margin contribution
Develop advanced customer segmentation and personalisation to improve marketing ROI
Ecommerce Development
Custodian of the brand’s ecommerce site, ensuring consistent tone of voice and quality of content
throughout the user journey
Enhance the User Experience and increase conversion rate by developing and executing a CRO
strategy that targets underperforming areas of the website and develops a data led pipeline of web
Act as Business Owner for development team, writing requirements and co-ordinating stakeholders
Explore opportunities for growth including key partnerships and collaborations to feed the product
development pipeline
Create business cases to build up the ecommerce capability to develop new propositions on the
Experience and Qualifications
Knowledge & Skills
Detailed knowledge of Online Marketing channels and how to optimise and grow both revenue and
Experience in developing a brand strategy that can be executed across multiple channels
Experience managing omni-channel campaigns and delivering against KPI’s
As the digital specialist you will be expected to educate the wider business about the latest web trends
and provide competitor insight – ability to keep abreast of digital developments and keep the brand
up-to-date in terms of their ecommerce offering
Commercially astute with a proven, demonstrable track record of growing e-commerce revenue in
multi-channel environments.
You will be passionate about data-driven marketing, and will be an aficionado when it comes to using
analytics and customer insight to inform your digital plans
Strong managerial experience – confident integrating into a very successful yet lean ecommerce team
and driving improvements to processes and site strategy, guiding and inspiring the existing team
Excellent communicator and ability to build relationships with clinical, product, development and
operational teams
Values and encourages autonomy, transparency and open communication
Role Scope
Responsible for: Ecommerce and Marketing at LloydsPharmacy Online Doctor
People: 4
Managing an autonomous team of 4 SME’s across content, SEO, CRO and Email, as well as co-ordinating and
managing the outputs from agencies and cross functional teams at LloydsPharmacy.
Responsible for £20.4m revenue from a £2.4m marketing budget
Key stakeholders:
Marketing & Communications team at LloydsPharmacy- developing brand strategy, creative execution
and content collaboration
Online Marketing team at LloydsPharmacy- collaboration on omni-channel categories and website
referral optimisations
Managing Director at LloydsPharmacy Online Doctor – Direct reporting line on key KPIs
Management Team at LloydsPharmacy Online Doctor- As a member of the management team you will
report on Ecommerce activity against KPIs and develop the strategic direction of the company
This role profile is a written statement of the essential characteristics of the job, with its principal accountabilities,
skills, knowledge and experience required. This is not intended to be a complete detailed account of all
aspects of the duties involved.
Approved by
Date approved
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