Digital Marketing Specialist / Shopify Specialist

About the Company

The company is a lifestyle and retail business offering a carefully curated collection of fashion, beauty, homewares, accessories, children’s products, and lifestyle goods from brands selected for their quality, purpose, sustainability, and thoughtful design.

Role Overview

We are seeking an experienced Digital Marketing Specialist / Shopify Specialist to take ownership of the company's online store and help drive stronger e-commerce performance.

The primary focus of this role is Shopify and conversion rate optimization — improving the website experience, merchandising, product presentation, SEO, and customer journey to turn more existing website traffic into customers.

Alongside Shopify, the successful candidate will support SEO, Klaviyo/email marketing, marketing automation, social media, graphic design, and digital advertising. As website conversion performance improves, paid advertising across platforms such as Meta and Google can become a greater focus for driving scalable online growth.

This is a hands-on role for someone who understands that successful e-commerce marketing is not simply about generating traffic. You should be comfortable analyzing the complete customer journey, identifying where customers are dropping off, and implementing practical improvements that increase conversion, engagement, repeat purchases, and online revenue.

Key Responsibilities

Shopify & E-Commerce Management (Primary Focus)

• Take day-to-day ownership of the Shopify website
• Maintain and optimize product pages, collections, navigation, menus, and site content
• Ensure product information, imagery, descriptions, pricing, and promotional content are accurate and well presented
• Improve product merchandising and collection structure to make products easier to discover
• Review the customer journey from landing page through to checkout
• Identify website issues that may be limiting conversion
• Implement improvements to usability, navigation, product discovery, and overall shopping experience
• Coordinate website promotions, seasonal campaigns, product launches, and sales
• Ensure the online store remains current, visually consistent, and aligned with the brand
• Monitor website performance and recommend ongoing improvements

Conversion Rate Optimisation

• Analyse website behaviour and identify opportunities to improve conversion rates
• Review key landing pages, product pages, collection pages, and checkout journeys
• Identify points of friction or customer drop-off
• Recommend and implement practical CRO improvements
• Test improvements to page layouts, calls-to-action, messaging, offers, and merchandising
• Improve mobile shopping experience and website usability
• Monitor conversion performance and report on improvements over time
• Use data rather than assumptions to guide website changes

SEO & Organic Website Growth

• Improve on-page SEO across the Shopify website
• Optimise product and collection titles, descriptions, metadata, headings, and URLs
• Conduct keyword research relevant to company’s products and customers
• Identify opportunities to improve organic visibility for important product categories
• Optimise new and existing website content for search
• Monitor organic traffic, rankings, and website performance
• Identify and resolve basic technical SEO issues where possible
• Ensure SEO best practices are incorporated into ongoing Shopify management

Klaviyo, Email Marketing & Automation

• Manage and optimise Klaviyo email marketing activity
• Build and improve automated customer flows
• Develop campaigns supporting product launches, promotions, seasonal activity, and customer retention
• Improve key automations such as welcome, abandoned cart, browse abandonment, post-purchase, and re-engagement flows
• Segment audiences to improve email relevance and performance
• Create and test subject lines, messaging, offers, and creative
• Monitor open rates, click-through rates, conversions, and email-attributed revenue
• Identify opportunities to use automation to improve customer retention and repeat purchases

Social Media & Content

• Support company’s organic social media presence
• Plan and maintain a consistent social content calendar
• Create content promoting products, brands, campaigns, and the company story
• Coordinate social activity with website promotions and email campaigns
• Maintain consistent brand presentation across digital channels
• Monitor engagement and identify content opportunities based on audience response

Graphic Design & Ad Creative

• Create high-quality digital assets for the website, social media, email campaigns, and paid advertising
• Develop promotional banners, campaign graphics, product-focused creative, and social content
• Adapt existing brand assets into multiple digital formats
• Create compelling ad creative designed to drive engagement and conversion
• Maintain visual consistency with the brand
• Work efficiently across multiple creative requirements and campaign deadlines

Paid Digital Advertising

As website conversion improves, the role will progressively support greater investment into paid acquisition.

Responsibilities may include:

• Manage and optimise Meta and Google advertising campaigns
• Develop campaigns around key products, categories, promotions, and seasonal opportunities
• Coordinate ad creative, copy, audiences, and landing pages
• Monitor spend, traffic, conversion, and return on advertising investment
• Test audiences, creative, messaging, and offers
• Ensure paid traffic is directed to relevant, conversion-focused landing pages
• Identify opportunities to scale successful campaigns based on performance
• Provide clear recommendations around budget allocation and campaign priorities

Reporting & Digital Performance

• Monitor key e-commerce and marketing performance metrics
• Track website traffic, conversion rate, average order value, customer behaviour, and online revenue
• Monitor SEO, email, social, and paid media performance
• Identify trends, issues, and growth opportunities
• Provide clear reporting and practical recommendations
• Use performance data to prioritise the digital activities most likely to improve commercial outcomes