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Head of Digital Marketing

  • Date Posted:
  • Recruiter:Mulberry
  • Location:London, UK
  • Workplace:Hybrid
  • Specialism:Affiliate / PPC / SEO / Social Media
  • Job Type: Full Time

Founded in 1971 in Somerset, England, today Mulberry is a truly global fashion company and the largest manufacturer of luxury leather goods in the United Kingdom. Across all locations, we are united by our employee values: Be Bold, Be Open, Be Responsible, Be Imaginative.

If these are values you share, we would love you to join our team.

The Role:

In this role, you will develop and drive the Global Digital Marketing Strategy; oversee customer acquisition and retention digital programmes and manage global digital media planning. There is a focus to further develop a data-led customer strategy to inform international growth, with a key focus on UK, US, CN, KR and JP markets.
The role will involve overseeing a team of digital experts managing activities; Paid and Organic Social Media, PPC, SEO, Email, Digital Media, Affiliates, Customer Insight, and Analytics.

At Mulberry, we have a Hybrid Working Policy for office roles, meaning the successful candidate may work 50% of their time from home, where possible.

Duties and Responsibilities:


  • Define the annual Digital Marketing strategy including the management of the advertising and promotion budgets, the setting of annual customer retention forecasts, and supporting the business turnover through Performance Media channels.
  • Lead the Digital Marketing team to gain commitment and loyalty, ensuring they have a clear understanding of the brand’s strategic objectives and priorities and remain motivated and engaged to help the business achieve these.
  • Work with individual team members to set clear objectives and help them progress their performance and roles, identifying potential career paths and future role development opportunities.
  • Manage global spend allocation for Digital Marketing, Social Media, and Digital Innovation activities, working closely with global finance teams on forecasting and budgeting processes.
  • Work with the Global Brand Marketing and Regional Leads to develop holistic, cross-channel marketing campaigns, identify and leverage digital opportunities that support the central communications strategy.
  • Identify growth and development opportunities through transparent and actionable business reporting and insights that can be shared and easily understood by the wider business.
  • Champion innovation with mobile-first strategy and execution of campaigns. Oversee appropriate cross-departmental coordination and gain support of new Digital initiatives.
  • Stay informed of all Digital Marketing innovation, particularly within mobile, social media, video, and luxury arena. Identify opportunities and communicate these trends to wider Mulberry departments to ensure adoption and best-in-class executions.
  • Support the Marketing & Digital Director and Management board with special digital projects as necessary.

Customer: Define CRM and Email marketing strategy to drive growth and retention

  • Drive the acquisition and retention of Mulberry customers through an evolved segmentation programme to build loyalty and convert high-potential Mulberry customers.
  • Work closely with Customer Insights, Marketing, Trading, and Retail teams to develop a digital CRM programme and oversee the management of this, setting yearly objectives and quantifiable KPIs.
  • Support a customer-centric strategy across functions to create a truly omni approach to marketing and digital experience.

Performance Marketing: Supporting business turnover though the management of PPC, Affiliate, SEO and Paid Social channels

  • Oversee the management of all PPC campaigns globally, setting agency/team objectives to deliver annual growth and maintain positioning.
  • Collaborate with Digital Commerce and Retail teams to develop new tactical marketing initiatives to support ecommerce performance. Drive greater ROI and traffic from existing tactical digital activities.
  • Oversee the Paid Social strategy, defining key KPIs and ensuring the implementation, optimization, and reporting of this activity is undertaken. Ensure Organic and Paid Social media planning is cohesive and aligns to wider product and brand marketing calendars.
  • Ensure the SEO strategy is championed within the wider web team as well as the wider business to ensure SEO is always a considered factor for all site development, site content, organic social media, and press activity.

Media: Planning global digital media to influence reach and brand awareness

  • Plan all display media and manage global budgets. Work with franchisee partners to advise on key digital marketing strategies to increase performance in their markets. Oversee the testing, implementation, trafficking, tracking, and reporting on all digital media campaigns and partnerships.
  • Work closely with Brand Marketing team to plan and execute global digital content partnerships with key publishers to help reach and engage new audiences.
  • Work with key partners to trial new digital creative video, mobile, and display formats & innovative customer acquisition & retention methods.


  • Understand and demonstrate the Mulberry employee values and behaviors: Be Bold, Be Imaginative, Be Open, Be Responsible.
  • Support Mulberry to deliver an inclusive culture, through behaving in a way that is open-minded and respectful towards others, and understanding that your views, opinions, and experiences may not always be shared by your colleagues.
  • Act as an ambassador for Mulberry and communicate positively about the brand.

Skills and Experience Required:

  • Excellent understanding and experience in working in Digital and Social spaces. The ability to be proactive in encouraging and championing digital innovation across the business.
  • Ability to plan strategic long-term digital marketing campaigns and also respond swiftly and tactically to immediate business needs.
  • Expert understanding of ecommerce and digital experience, particularly within the luxury industry.
  • Ability to analyze and solve problems across a broad array of disciplines, from digital marketing to trading and operational disciplines.
  • Ability to communicate clearly about all aspects related to digital marketing, from junior to senior management levels.
  • A strong and diplomatic team player, able to work across multiple departments with differing objectives.
  • Ability to lead, motivate, and inspire a team, both within the digital department and across the wider business and third parties.
  • Ability to manage and negotiate with multiple third parties, ensuring they deliver on time and to budget.
  • Ability to manage a multi-million-pound marketing budget while maximizing ROAS (Return on Advertising Spend).