Free People - Head of Ecommerce and Digital Marketing

Free People is a specialty clothing brand featuring the latest trends and vintage collections for people who live free through fashion, art, music and travel. The eclectic look consists of quality apparel, shoes, and accessories that invoke attributes of femininity, spirit, and creativity with its design. 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. 

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. 

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

2. 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

3. 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

4. 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

5. 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

• 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

·      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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URBN is an Equal Opportunities Employer committed to diversity and inclusion. We provide equal employment opportunities regardless of age, sexual orientation, sex, gender reassignment, pregnancy, marital status, religion, race, or disability. We base all our employment decisions on merit, job requirements and business needs.