JOB DESCRIPTION
Job Title: Head of Digital & D2C Marketing
Reporting To: Head of Marketing
Direct Reports: ecommerce Manager, Senior Email & UX Executive,
Senior CRM Executive, Digital Assistant
LOCATION: Hybrid – in line with Casio UK HR ploicy
Role Purpose:
To lead Casio UK’s digital ecosystem, driving the strategy and execution of digital commerce, CRM, and performance marketing across key sales divisions (Timepiece, Musical Instruments, Calculators, Medical). This role combines strategic thinking with
hands-on leadership, ensuring the digital function plays a pivotal role in commercial growth, customer retention, innovation, and brand equity.
You will champion the development of our CRM strategy, lead exploration into emerging social commerce tools and online marketplaces, and foster a high-performance team culture through clear leadership, coaching, and collaboration.
Responsibilities:
The following areas will form the main criteria of your Job Role and will be considered as areas to be used for the purpose of assessing your performance.
Digital Strategy & Leadership
- Set and deliver 6/12-month digital growth strategy aligned with divisional and business-wide objectives.
- Act as the internal champion for digital innovation - seeking out and testing new platforms, channels, and technologies (e.g. TikTok Shop, live shopping, new marketplaces).
- Influence internal stakeholders and HQ to align and amplify campaigns where appropriate, sharing insight and best practices.
CRM & Data-Drive Marketing
- Own and evolve Casio UK's CRM strategy to improve customer segmentation, lifecycle engagement, retention, and loyalty.
- Oversee CRM platform development (particularly B2B) and integration across marketing touchpoints (email, ecommerce, social), ensuring data is leveraged effectively.
- Lead the team in building customer journeys and automated workflows that drive both commercial and engagement KPIs.
Digital Trading & eCommerce Performance
- Lead the continuous optimisation of Casio’s D2C digital experience (UX, CRO, SEO, and personalisation).
- Monitor performance analytics across digital platforms, using insight to adjust strategy and execution in real time.
- Drive the digital sales funnel end-to-end, from traffic acquisition through conversion and retention.
Team Leadership & Development
- Lead, coach, and develop a high-performing digital team with a focus on capability growth, ownership, and continuous improvement.
- Build clear career paths and support professional development through coaching and training opportunities.
- Set clear performance objectives and carry out annual appraisals and regular check-ins with direct reports.
Budget & ROI Management
- Own the digital budget across media, platforms, and tools—ensuring efficient use and demonstrable ROI.
- Guide investment in innovation and test-and-learn activity through data-driven business cases. Particularly focussing on new social selling tools and emerging digital marketplaces.
- Align digital efforts with wider commercial goals and revenue targets, particularly in D2C sales.
KEY COMPETENCIES:
- Strategic & Commercial Thinking
- Digital & Technical Acumen
- Leadership & Coaching
- Performance & ROI Orientation
- Innovation & Curiosity
- Stakeholder Management
- Data-Driven Decision Making
KEY PERFORMANCE INDICATORS:
- CRM engagement and growth
- eCommerce revenue and conversion
- Digital campaign ROI
- New channel/method pilot success
- Team development milestones
- Customer retention & CLV
KEY RELATIONSHIPS: Head Of Marketing, Managing Director, General Manager and Divisional Managers within Casio UK. Peers within EU & Casio Japan Headquarters.