Digital Marketing Manager (UK & Ireland)

The Digital Marketing Manager for L’Occitane UK & Ireland (Hybrid, London) will lead top- and mid-funnel digital marketing strategies, have full TikTok Shop ownership, micro-creator content, and regional collaboration. The role will play a key part in driving brand awareness, audience growth, and acquisition across the UK and Ireland.

We’re looking for a digitally savvy marketer with proven experience in beauty or luxury retail, strong expertise in social commerce and full-funnel media strategy, and hands-on proficiency in TikTok Ads Manager, Seller Centre and GA4.

What Will You Do? Leadership & Strategy

• Lead the end-to-end digital performance function for UK&I (with support from Performance EMEA Lead), managing the digital agency, presenting insights, and communicating strategic recommendations to key stakeholders
• Foster strong cross-functional collaboration and ensure all campaigns follow brand guidelines, best practices, and strategic priorities, budget management, campaign pacing, and overall spend phasing to ensure efficiency and high ROAS.
• Deliver the seasonal and always-on platform strategies, ensuring alignment between marketing, PR, e-commerce, and agency partners.
• Serve as the main point of contact for all digital performance activities for UK&I and manage micro influencer agency.
• Lead Affiliate Marketing activations for the UK, briefing partners, and providing full guidance on execution and delivery of projects with new customer acquisition as main objective.
• Working across global and regional structures, working independently and as a part of a wider marketing/digital team
• Collaborate closely with e-commerce teams to align paid media strategy with sales targets and ensure seamless user journeys from ad impression through checkout.
• Lead and optimize shopping and social campaigns to maximize online revenue and new customer acquisition.
• Analyze performance data, conduct deep dives, and translate insights into actionable optimization recommendations. Prepare regular reporting and presentations.

Technical & Product Excellence

• Develop and execute comprehensive digital marketing strategies across Meta (Facebook/Instagram), TikTok, and Tik Tok Shop
• Oversee full campaign lifecycle planning, creation, execution, monitoring, and optimization using data-driven insights, A/B testing, audience segmentation, and creative best practices.

Budget, Efficiency & Performance Management

• Manage and strategically allocate budgets across channels to maximize ROAS and reach awareness goals.
• Track spend efficiency, daily pacing, phasing, and cost trends to ensure campaigns remain on target.

Organic & Cross-Channel Integration

• Oversee organic social media strategy and execution to ensure a cohesive brand presence and strong community engagement that complements paid initiatives.

Innovative & Analytical Mindset

• Apply a solutions-oriented, detail-focused approach to overcome platform limitations and enhance performance media outcomes through creative, data-led workarounds.

The Perfect Candidate We’re looking for a commercially savvy, digitally driven Social Media Marketeer with a genuine passion for beauty and a strong understanding of the UK media and e-commerce landscape.

You Will Bring

• Proven experience managing paid social and Google platforms within a DTC, beauty, luxury or retail e-commerce environment.
• Strong understanding of digital performance metrics, optimisation techniques and full-funnel media strategy, with a proven ability to use data to drive measurable growth.
• Hands-on experience launching and managing TikTok Shop, including SKU and bundle assortment, order logistics and creator management.
• Strong experience managing media and marketing budgets, with a commercial and results-driven approach.
• Proficiency across Meta Ads Manager, Google Ads, TikTok Ads Manager, Seller Centre, Emplifi and similar digital marketing platforms.
• A strong analytical mindset, with experience using GA4/Google Analytics, Excel and Google Sheets for reporting, analysis and performance optimisation.
• Excellent communication and stakeholder-management skills, with the ability to build strong relationships and collaborate effectively across teams and markets.
• A highly creative and digitally native mindset, with strong copywriting skills and an instinct for engaging social-first content.
• Exceptional organisation and attention to detail, with…