Job Description

At GO Outdoors our purpose is strong and clear; "to inspire and equip everyone for life outdoors". That's because we passionately believe in the positive benefits of the outdoors, whether that be the daily dog walk or hiking Ben Nevis, horse riding or cold water therapy, we provide the best equipment for all outdoor activities, always at the best price guaranteed! Our values aren't just posters on the wall, we live them every day; 'One Team 'we are stronger together', 'Responsibility 'we take ownership', 'Passion 'we believe in what we do' and 'Integrity 'we do the right thing'. Clear values which help us to fulfil our mission to be 'the nations favourite outdoor retailer'. If you share our passion and want to make a difference join our team to be a part of something 'unbeatable'!



Head of Digital Trading - Outdoor Group

Location:

JD Group HQ (Bury, Greater Manchester)

Department:

JD Outdoor

Employment Type:

Full-Time, Permanent



Role Overview

The JD Group is a leading omnichannel retailer of sports, fashion, and outdoor brands. Our Outdoors division owns iconic UK retailers like Go Outdoors, Blacks, Millets, and Ultimate Outdoors, with digital platforms vital to inspiring and enabling outdoor experiences.

We are seeking a data-driven, commercially focused Head of Digital Trading to optimise digital performance across our outdoor brands. This role oversees online sales, trading strategy, and customer experience across digital channels, leading a high-performing team to enhance customer engagement, boost online revenue, and execute seasonal and promotional plans.

Responsible for the digital trade strategy across all JD Outdoor facias, you will ensure Sales, GOV, and EBIT targets are met. You'll lead fascia trading managers, merchandising, and copy teams to align all channels with clear objectives. Collaborating across marketing, merchandising, UX, development, and senior stakeholders, you'll align digital strategy with overall business goals.

What you will be responsible for:

Digital Trading & Performance

Own and drive the digital commercial strategy for the Outdoors Group across multiple brands and platforms. Deliver strong growth across online revenue, conversion rate, AOV, margin and EBIT. Working alongside the senior leadership team and finance team to set overall and fascia level sales targets Analyse site performance daily, identifying trading opportunities and making data-driven decisions to optimise sales. Lead the digital promotional calendar in line with the wider marketing and commercial plan. Collaborate with the Merchandising and Buying teams to ensure product and pricing strategies are effectively implemented online. Ownership of the Search Merchandising road map

Team Leadership

Manage, develop, and inspire a team of Digital Trading Managers, Copywriting teams and Merchandising teams across different brand sites to ensure all product is featured in an accurate and timely manner on site. Foster a performance-driven culture, with clear KPIs, career development, and continuous improvement. Train, develop, and motivate the digital trading and merchandising teams

Customer Experience & Optimisation

Constantly review the site navigation, look, and structure, looking for ways to improve conversion rates. Champion continuous CRO initiatives and onsite A/B testing. Oversee site navigation, category performance, product discovery, and on-site merchandising to maximise commercial impact. Work closely with UX/UI and development teams to enhance the end-to-end customer journey across desktop, mobile, and app. Analysing competitor activity , looking for new trends and development Optimise merchandising activity by analysising traffic and conversion to improves overall effectiveness across categories

Cross-Functional Collaboration

Partner with Performance Marketing to align on traffic-driving strategies (SEO, PPC, Affiliates, Email, Paid Social). Communcation of trading priorities and budgets to paid performance, SEO and affiliates teams . Working with Retail Operations and Store teams to support the retail strategy online. Liaise with IT and development teams to ensure timely delivery of trading and UX enhancements. Act as a key voice of the outdoors customer within the wider Group ecommerce strategy. Manage delivery of trading and marketing campaigns digitally. Work alongside the Commercial teams to agree and execute digital promotion plans. Work with commecial teams to ensure best possible presentation of brands, ranges, categories throughout the season. Partner with group carrier teams and logistics to deliver best in class service to digtial customers. Liase with customer services where required. Partner with Head of Market Places to ensure product / brands/ categories are built into the trading plan

Reporting & Insights

Produce weekly and monthly trading reports with actionable insights and recommendations for senior leadership. Continuously review trading performance and implement improvements. Use tools such as Google Analytics, and internal dashboards to track and interpret performance trends.

Key Relationships:

Commercial Team External Brands and Agencies Retail operations and store teams Finance Teams Carrier Teams Customer Services Marketing Market Place Team

Skills, Knowledge and Experiecne you will require:

Proven experience in a senior digital trading role within a fast-paced, multi-brand retail environment. Deep understanding of ecommerce KPIs and digital performance levers. Experience managing P&L responsibility across multiple digital sites. Strong leadership, team management, and people development experience. Expertise in merchandising, forecasting, promotional planning, and trading analytics. Excellent knowledge of ecommerce platforms (e.g., Salesforce Commerce Cloud, Magento, Shopify Plus). Strong organisational skills and ability to manage multiple ongoing trading plans and projects. Strong communication skills with the ability to lead and mentor a team. Commercially savvy with strong stakeholder management skills. Knowledge of outdoor, sports, or fashion retail sectors. Understanding of omnichannel customer behaviour and online/offline integration.

Familiarity with tools such as GA, Looker, and BI tools.



Due to the high volumes of applications our opportunities attract, it takes time to review them all. If you don't hear back within two weeks of you applying, please consider your application to have been unsuccessful on this occasion Applications that meet the skills criteria will be contacted for a 1st stage meeting with the talent team. Shortlisted candidates will then be invited to interview with the hiring manager. Thank you again for your time



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