Digital Marketing & Ecommerce Manager – B2B & B2C
- Birmingham, United Kingdom
Posted yesterday
About the role
Digital Marketing & Ecommerce Manager – B2B & B2C
GHC UK Ltd
Full-Time | Permanent | Office Based – UK
Salary: Competitive, dependent on experience
About GHC UK Ltd
GHC UK Ltd is looking for an experienced, commercially focused and hands-on Digital Marketing & Ecommerce Manager to join our internal UK team.
We are developing a substantial multi-brand B2B and B2C ecommerce operation across workwear, PPE, safety footwear, own-brand products, healthcare, diagnostics and wellbeing.
This is not a traditional marketing-management position.
We are looking for someone who understands ecommerce, digital customer acquisition and commercial performance, and who can work directly with senior management, our sales team, technical developers and external marketing specialists.
Our businesses and websites include:
Activewear Group
www.activeweargroup.com
Safety Plus
www.safetyplus.co.uk
Pro Workwear
www.proworkwear.co.uk
StepAhead
www.step-ahead.co.uk
StepAhead Workwear
www.stepaheadworkwear.co.uk
GHC Global
www.ghcglobal.co.uk
The Opportunity
GHC UK Ltd has recently acquired the relevant assets and intellectual property of Activewear Group following its Administration.
We are restoring and developing the existing Activewear ecommerce operation while simultaneously building a much wider digital platform across our businesses.
We are investing in:
- Ecommerce
- Odoo 18
- CRM
- B2B customer portals
- Google and Meta advertising
- SEO
- Email marketing and automation
- Affiliate marketing
- Influencer and creator marketing
- Product and supplier feeds
- Customer retention
- Conversion optimisation
- International ecommerce
- Data and analytics
We now want to strengthen our internal UK team with someone capable of helping us manage and grow these activities.
Key Responsibilities
The successful candidate will be involved across:
- Google Ads
- Google Shopping
- Performance Max
- Meta/Facebook/Instagram advertising
- Google Merchant Center
- Google Analytics / GA4
- Google Tag Manager
- Google Search Console
- SEO
- Email marketing
- Automated customer journeys
- CRM
- Ecommerce management
- Product merchandising
- Product feeds
- Remarketing
- Customer retention
- Conversion-rate optimisation
- Affiliate marketing
- Influencer and creator marketing
- B2B lead generation
- Digital sales support
- Reporting and commercial analysis
- International ecommerce
You will not necessarily personally execute every specialist activity.
We work with and are developing relationships with external specialists in areas such as development, paid media, affiliates and influencers.
An important part of your role will therefore be to coordinate, manage and challenge external specialists and ensure their work delivers measurable commercial results.
Activewear Group – Immediate Project
One of your first major projects will be helping us restore and grow the digital marketing operation of Activewear Group.
Activewear has an existing digital infrastructure and historical marketing assets.
These include existing or historical activity across areas such as:
- Google Ads
- Meta
- Google Analytics
- Google Merchant Center
- Email marketing
- Salesfire
- Customer journeys and automation
- Product feeds
- Audiences
- Pixels/tracking
- Ecommerce data
We are currently recovering, auditing and taking control of these assets.
We want somebody who understands the value of historical data and asks:
“What do we already have, what worked and what can we improve?”
before recommending that everything is rebuilt from scratch.
Odoo 18, Ecommerce & CRM
We are developing our wider technology platform around Odoo 18.
This includes:
Products
Stock
Supplier feeds
Purchasing
Customers
CRM
Quotations
Sales orders
Customer-specific pricing
Ecommerce
B2B
Reporting
Experience with Odoo would be a significant advantage.
However, you do not need to be an Odoo developer.
We have specialist technical resources.
Candidates with strong experience of Shopify, Magento, WooCommerce or other major ecommerce platforms will also be considered.
The important requirement is that you understand how ecommerce, ERP, CRM, stock, products, feeds, marketing and analytics need to work together.
B2B Ecommerce & Sales
This is not purely a B2C ecommerce role.
B2B is an important part of our growth strategy.
We are developing functionality that will allow business customers to:
- Log into their account
- View agreed products
- Access customer-specific pricing
- Request quotations
- Place orders
- Repeat previous orders
- Manage appropriate account information
Our digital operation will also support our internal and external sales teams.
We want marketing, CRM and ecommerce to help generate leads, develop accounts and provide salespeople with better information and opportunities.
Previous B2B ecommerce or B2B lead-generation experience would therefore be particularly useful.
Google & Meta
You should have a strong understanding of paid customer acquisition.
Ideally, you will have hands-on experience with:
Google Ads
Google Shopping
Performance Max
Meta Ads
Remarketing
Conversion tracking
You should be able to analyse campaigns commercially rather than simply report clicks and impressions.
We want to know:
What did we spend?
What did we sell?
What margin did we generate?
What did the customer cost to acquire?
Did the customer return?
Should we increase or reduce the budget?
SEO & Content
We operate businesses with potentially very large product catalogues.
SEO will therefore be an important part of our long-term strategy.
Experience with ecommerce SEO, including product/category optimisation, technical SEO, keyword research, content development, internal linking and Search Console would be valuable.
We also want to develop useful commercial content rather than simply producing content for search engines.
Email, Automation & Customer Retention
We want to make much better use of existing and future customer data.
This includes:
- Welcome journeys
- Abandoned baskets
- Browse abandonment
- Post-purchase journeys
- Repeat purchase campaigns
- Customer segmentation
- Product recommendations
- Reactivation
- B2B communications
- Promotional campaigns
Experience with Salesfire or other email/marketing automation platforms would be useful.
Affiliates, Influencers & Creators
We intend to develop our affiliate, influencer and creator marketing activity.
You may work alongside specialist external partners in these areas.
You should nevertheless understand how these channels operate and, importantly, how to measure their commercial performance.
We are interested in sales, new customers and profitable growth, not simply followers, likes and impressions.
StepAhead & Own-Brand Development
An important part of our future strategy is developing our own StepAhead products and ranges.
Our wider product catalogue allows us to offer customers established third-party brands, but we also want to develop our own products where there is a genuine commercial opportunity.
The successful candidate will therefore have the opportunity to become involved in building brands as well as marketing existing products.
International Ecommerce
We are also exploring international ecommerce opportunities, particularly across:
USA | Canada | Australia | New Zealand | Europe
Experience with international Google/Meta campaigns, localisation, international ecommerce, affiliates or market development would be an advantage.
We intend to test markets commercially and then scale those producing worthwhile results.
Healthcare, Diagnostics & Wellbeing
Our wider GHC activities extend beyond workwear and PPE.
Through GHC Global and our other activities, we have interests in healthcare, diagnostics and wellbeing.
We are also exploring future digital opportunities around health and wellbeing technology, including BMI/body composition, blood pressure monitoring and other suitable connected health and wellbeing applications.
This provides scope for the role to become involved in new digital projects as they develop.
What We Are Looking For
You may currently be working as a:
- Ecommerce Manager
- Digital Marketing Manager
- Ecommerce & Digital Marketing Manager
- Performance Marketing Manager
- Growth Marketing Manager
- Ecommerce Growth Manager
- Senior Digital Marketing Executive looking for greater responsibility
We are particularly interested in people who are hands-on and commercially minded.
You should be comfortable working across several businesses and prioritising activity according to commercial opportunity.
Ideally You Will Have Experience In
- Ecommerce
- Google Ads
- Google Shopping
- Meta Ads
- GA4
- Merchant Center
- Tag Manager
- SEO
- Email marketing/automation
- CRM
- Conversion optimisation
- Product feeds
- Ecommerce merchandising
Experience with any of the following would be an additional advantage:
- Odoo
- Shopify
- B2B ecommerce
- Affiliate marketing
- Influencer marketing
- International ecommerce
- Managing agencies/developers
- AI and marketing automation
Commercial & Analytical Skills
We want somebody comfortable working with numbers.
Performance should be measured using appropriate metrics including:
Revenue
Gross Margin
ROAS
Customer Acquisition Cost
Conversion Rate
Average Order Value
Repeat Purchase Rate
Customer Retention
Email Revenue
B2B Leads & Conversions
Affiliate/Influencer Performance
We are interested in profitable growth, not vanity metrics.
Working With External Specialists
You do not need to be the best Google Ads specialist, SEO specialist, affiliate manager, influencer manager, graphic designer and developer all at the same time.
We will use specialist resources where they add value.
We need someone internally who understands these areas sufficiently to coordinate the work, challenge suppliers, monitor costs and measure results.
You should be comfortable speaking with developers and technical teams as well as sales and marketing people.
AI & Automation
We are interested in using AI and automation practically across our businesses.
Candidates who already use AI tools for areas such as marketing analysis, content, product information, reporting, customer service, workflow automation or ecommerce will be particularly interesting.
We want someone interested in how new technology can improve productivity and commercial performance.
Company Control of Digital Assets
An important principle within GHC is that the company's core digital assets remain under company control.
This includes advertising accounts, websites, domains, Analytics, Meta assets, customer data, CRM, pixels, product feeds and other important digital assets.
Employees, agencies and consultants will receive the access required to perform their roles, but the underlying business assets remain company controlled.
The Person
We are looking for someone who is:
- Commercially minded
- Hands-on
- Analytical
- Organised
- Comfortable with technology
- Strong at problem solving
- Confident working with senior management
- Able to manage multiple projects
- Comfortable challenging agencies and suppliers
- Interested in ecommerce and digital growth
- Focused on implementation and results
You should be capable of taking responsibility rather than waiting for somebody to provide instructions for every task.
Why Join GHC UK Ltd?
This is not a position simply maintaining one established website.
You will have an opportunity to help build a much larger multi-brand B2B and B2C digital operation.
You will work directly with senior management and have significant input into how we develop our ecommerce, marketing, CRM and digital strategy.
The businesses are at an important stage of development, providing considerable scope for the right person to grow with us and take on greater responsibility as the internal digital team expands.
Location & Working Arrangement
Full-time, permanent position.
This is a UK office-based role, not a remote position.
We are specifically looking for someone who can work closely with management and the wider team from our office.
How to Apply
Please apply with your CV and include brief answers to the following questions:
- Which ecommerce businesses or websites have you personally worked on?
- What monthly Google Ads and Meta budgets have you managed?
- Give an example of a campaign where you increased sales or profitability.
- What experience do you have with Google Shopping and Merchant Center?
- What experience do you have with GA4 and Tag Manager?
- Have you worked with Odoo, Shopify or another ecommerce/ERP platform?
- What SEO experience do you have?
- Have you managed email automation/customer journeys?
- Have you worked with affiliates or influencers?
- Do you have B2B digital marketing experience?
- Have you managed international ecommerce campaigns?
- Have you managed external agencies, developers or freelancers?
- How do you currently use AI in your work?
- What is your current/expected salary?
- What is your notice period/availability?
Please provide specific examples and measurable results wherever possible.
Direct applicants only – no recruitment agencies.
GHC UK Ltd
Pay: £100.00-£500.00 per week
Work Location: Hybrid remote in Birmingham B66 2AX