Job Description

Location:

East Grinstead (mixture of home and office working)

Job type:

Permanent

Reporting to:

Director of Marketing & Membership Services

Line management responsibility:

Digital Marketing Manager & Marketing Data & Insights Analyst

About the job:

As the Head of Digital, you will be responsible for developing, owning, and executing our digital strategy to deliver business growth. You will provide strategic leadership across all our digital platforms, including websites and apps, ensuring a best-in-class user experience that enhances our member and non-member acquisition, engagement, and retention marketing strategies.



This role is pivotal in championing a data-driven culture within the marketing department, leveraging insights to optimise performance and maximise ROI. You will lead a talented team of digital specialists, manage key agency relationships, and collaborate with senior stakeholders across the business to deliver a cohesive and commercially successful digital eco-system for the Caravan and Motorhome Club.

Key Tasks/Accountabilities:

Strategic Leadership: Develop, own, and execute the overarching digital strategy in collaboration with senior stakeholders to drive business growth and achieve our objectives. Digital Innovation: Act as the digital champion for the business, identifying new opportunities and making strategic recommendations to enhance commercial performance and the member and guest experience. Platform & UX: Accountability: Hold joint accountability for the development, management, and optimisation of our digital platforms (e.g., camc.com, experiencefreedom.com, and associated apps), championing a best-in-class user experience through continuous testing and improvement. Data-Driven Culture: Drive a data-first approach across the marketing department, overseeing the analysis of all relevant data to provide actionable insights and enable data-driven decision-making. Performance Management & Reporting: Ensure robust monitoring, tracking, and analysis of all digital marketing KPIs (e.g., lead generation, conversion rates, ROI), delivering clear dashboards for key stakeholders. Team Leadership & Development: Lead, manage, and ensure the ongoing professional development of the digital team, fostering a culture of high performance. Budget Management: Hold full accountability for the digital budget, ensuring it is managed effectively to deliver against the digital roadmap and marketing strategy. Agency & Partner Management: Manage relationships with key digital agencies and technology partners, maximising value and ensuring all projects are delivered on time, on budget, and to the highest standard. Compliance & Governance: Ensure all digital platforms and activities adhere to relevant legal, regulatory (FCA, OFGEM), and data protection (GDPR, PECR) frameworks, staying abreast of technological changes that could impact performance. Stakeholder Communication: Ensure clear communication of product improvements, insights, and strategic recommendations to all relevant internal and external stakeholders. Senior Team Collaboration: Act as a key member of the senior marketing leadership team, working alongside the Head of Marketing, Head of Commercial, Head of Strategic Product Development and Head of Publishing to deliver a cohesive strategy. Other Duties: Any other duties as requested by the Director of Marketing & Membership Services.

Essential Skills & Experience Required:

Proven experience in a senior digital leadership role, with a track record of developing and executing successful digital strategies that drive commercial growth. Extensive experience managing and optimising a complex digital ecosystem, including multiple websites, apps, and analytics platforms. Experience working with EPiServer / Optimizely content management system or equivalent. Experience identifying and implementing AI-driven solutions for customer segmentation, personalised content delivery, predictive analytics, or enhanced member services. Strong leadership skills with demonstrable experience in managing and developing a multi-disciplinary digital team. Expert knowledge of the full digital marketing mix, including SEO, PPC, CRO, content, social media, and email marketing. Experience in ethical AI deployment and governance, with an understanding of data privacy and algorithmic bias. Highly data-literate, with deep experience in web analytics (specifically GA4 and Google Search Console), digital marketing data analysis (SEMRush, Yext), and using insights to inform strategy and tactics. Experience managing large digital budgets and demonstrating clear ROI. Exceptional stakeholder management and communication skills, with the ability to influence at all levels of an organisation. Strong understanding of UX principles, A/B testing, and website optimisation techniques. Experience managing third-party agencies and technology vendors. A thorough understanding of data protection regulations, including GDPR, PECR, and digital compliance. Experience and focus on how to use AI to get a competitive advantage, improve the user experience, and drive commercial performance.

Team Structure & Relationships

You'll report directly to the Director of Marketing & Membership Services. You'll be a key member of the SLT and sit on a number of key boards within the business's governance framework: Business Delivery Board (BDB), Strategic Change Board (SCB), Digital Board, Data Security Protection Group, and AI Board. You'll be a key member of the senior leadership marketing team, working alongside the Head of Marketing, Head of Commercial, and Head of Publishing. Read our Equality and Diversity policy

Policy Statement

The Club is committed to providing equal opportunities in employment and to avoiding unlawful discrimination to its employees and job applicants and when dealing with customers, suppliers or other work-related contacts or when wearing a work uniform). This policy is intended to assist the Club to put this commitment into practice and compliance with this policy should also ensure that employees do not commit unlawful acts of discrimination. Striving to ensure that the work environment is free of harassment and bullying and that everyone is treated with dignity and respect is an important aspect of ensuring equal opportunities in employment.



It is unlawful to discriminate directly or indirectly in recruitment or employment because of:



Age, Disability, Sex, Gender reassignment, Pregnancy, Maternity, Race (which includes colour, nationality and ethnic or national origins), Sexual orientation, Religion or belief, or because someone is married or in a civil partnership. These are known as Protected Characteristics.



The policy applies to all aspects of employment with the Club, including recruitment, pay and conditions, training, appraisals, promotion, conduct at work, disciplinary and grievance procedures, and termination of employment.



Discrimination after employment may also be unlawful, e.g. refusing to give a reference for a reason related to one of the protected characteristics.



The policy covers Equality and Diversity in the workplace and in any work areas associated/connected to the workplace, including business trips and work-related social events and should be read in conjunction with the Club's Bullying and Harassment policy.

Discrimination

You must not treat somebody less favourably because of a Protected Characteristic, than you would treat other people without that Protected Characteristic, including current and former employees, job applicants, clients, customers, suppliers and visitors. This applies to any actions taken in the course of employment whether in the workplace, outside the workplace (when dealing with customers, suppliers or other work-related contacts or when wearing a work uniform), and on work-related trips or events including social events.

Types of unlawful discrimination

Direct discrimination

is where a person is treated less favourably than another because of a Protected Characteristic. Examples of direct discrimination would be; refusing to employ a woman because she is pregnant.



In limited circumstances, employers can directly discriminate against an individual for a reason related to any of the Protected Characteristics where there is an occupational requirement. The occupational requirement must be crucial to the post and must be justified objectively by showing that it is a proportionate means of achieving a legitimate aim.

Indirect discrimination is

a provision, criterion or practice (PCP) that applies to everyone but adversely affects people with a particular Protected Characteristic more than others, and is not justified. For example, requiring a job to be done on a Friday evening/Saturday would adversely affect Orthodox Jews because of their belief in the Sabbath. Such a requirement would be discriminatory unless it can be objectively justified.

Harassment

includes sexual harassment and other unwanted conduct, relating to one of the Protected Characteristics that has the purpose or effect of violating a person's dignity, or creating an intimidating, hostile, degrading, humiliating or offensive environment. It does not matter whether or not this effect was intended by the person responsible for the conduct.

Associative discrimination

is where an individual is directly discriminated against or harassed for association with another individual who has a Protected Characteristic.

Perceptive discrimination

is where an individual is directly discriminated against or harassed based on a perception that he/she has a particular Protected Characteristic when he/she does not, in fact, have that protected characteristic.

Victimisation

occurs where an employee is subjected to a detriment, such as being denied a training opportunity or a promotion because he/she made or supported a complaint or raised a grievance, or because he/she is suspected of doing so. However, an employee is not protected from victimisation if he/she acted maliciously or made or supported an untrue complaint.

Failure to make reasonable adjustments

is where a physical feature or a provision, criterion or practice puts a disabled person at a substantial disadvantage compared with someone who does not have the same disability and the employer has failed to make reasonable adjustments to enable the disabled person to overcome the disadvantage.

Equal opportunities in employment

The Club will avoid unlawful discrimination in all aspects of employment including recruitment, promotion, opportunities for training, pay and benefits, discipline and selection for redundancy.



Person and job specifications will be limited to those requirements that are necessary for the effective performance of the job. Candidates for employment or promotion will be assessed objectively against the requirements for the job, taking account of any reasonable adjustments that may be required for candidates with a disability.



The Club will provide guidance in equal opportunities to managers and others likely to be involved in recruitment or other decision making where equal opportunities issues are likely to arise.



Please refer to the Recruitment Policy for further guidance.

Your responsibilities

Every employee is required to assist the Club to meet its commitment to provide equal opportunities in employment and avoid unlawful discrimination.



Employees can be held personally liable as well as, or instead of, the Club for any act of unlawful discrimination, whether intentional or not. Employees who commit serious acts of harassment may be subject to the disciplinary process.

Grievances

If you consider that you may have been unlawfully discriminated against, you may use the Grievance procedure or the Bullying and Harassment Policy to make a complaint.



The Club will take any complaint seriously and will seek to resolve any grievance that it upholds. You will not be penalised for raising a grievance, even if your grievance is not upheld. However, making a false allegation deliberately and that is both untrue and made in bad faith may be treated as misconduct and dealt with under our Disciplinary Procedure. .

Training and guidance

The Club will provide training and guidance to its managers and others likely to be involved in recruitment or other decision making where equal opportunity issues are likely to arise.



The Club will provide training to all existing and potential new employees to help them understand their rights and responsibilities, and what they can do to create an environment free of bullying and harassment.


Read our Gender Pay Report


Following an unusual couple of years post-Covid pandemic it is pleasing to be able to report a more 'normal' set of Gender Pay statistics for the Club. The Gender Pay gap calculation compares the basic hourly pay of all employees allowing a direct comparison of part-time and full-time earners. Since reporting began in 2017, The Club's mean pay gap has remained consistent at between 10-13%, except for the 2 years of the pandemic in which some employees were placed on furlough.



The Club's Mean Gender Pay Gap for 2022 is 12.8% in favour of men. This is below the National Mean Pay Gap of 14.9%. The Club's Median Gender Pay Gap is 4.4% in favour of women which is significantly below the National Median Pay Gap of 15.4% in favour of Men.





The regulations require employers to report the number of women and men in four quartile pay bands. This is done by dividing the workforce into four equal parts. Employees are ranked from highest hourly rate to lowest hourly rate and then divided into four quartiles. This exercise demonstrates that the Club employs an equal number of men and women across the whole business, however, there are significantly more women than men in the upper quartiles.



Looking at year-on-year trends the Club's Mean Bonus Pay Gap is at its smallest since reporting started in 2017 with 13.8% in favour of Men and a Median Bonus Pay Gap of 15% in favour of females. The bonus pay gap does not differentiate between full and part-time workers and is calculated on the actual bonus paid.


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