About the Role & Team   

Digital Marketing Manager is responsible for leading the end‑to‑end content and merchandising strategy across UK and EU markets, ensuring all digital touchpoints deliver a high‑performing, seamless and commercially optimised experience. This role partners closely with Strategy, Digital Product and Media teams to deliver a robust content and merchandising roadmap that drives conversion, enhances user experience, and supports key commercial and brand priorities.
The role also owns SEO performance, Affiliate channel management, and AI‑optimised content creation, ensuring digital experiences reflect evolving user search behaviours.

A key component of this role is leadership: managing, developing and inspiring a high‑performing team of six digital specialists across content, merchandising, UX and optimisations.

Content & Merchandising Ownership
• Lead the planning, creation and continual optimisation of all site content and 
merchandising across UK and EU markets.
• Own the content and merchandising roadmap, ensuring alignment to commercial priorities, 
campaign activity and guest experience goals.
• Oversee new content development, ensuring consistency, clarity, accuracy and brand alignment across all digital platforms.
• Partner with Strategy teams to integrate insights, consumer trends and commercial data into planning cycles.
• Ensure all content supports conversion, personalisation opportunities and seasonal demand.

SEO, AI Optimisation & Search Experience
• Own SEO strategy across markets, including technical collaboration with Digital teams.
• Drive AI optimised content creation to support how users search via multimodal AI.
• Lead ongoing schema, metadata and structural optimisation to enhance visibility and organic performance.
• Monitor search trends, competitor activity and market insights to identify new opportunities.

Affiliate Channel Management
• Own the Affiliate marketing strategy and partnerships, ensuring strong ROI and alignment with commercial priorities.
• Develop offers, content and landing page strategies that enhance affiliate performance.
• Manage publisher relationships in collaboration with Performance Marketing where relevant.

User Experience & Digital Optimisation
• Lead the UI/UX roadmap for site content areas, partnering with Digital/Product on testing, accessibility, and experience improvements.
• Use data, insight and experimentation to drive continuous improvement across content, navigation and merchandising.
• Manage platform via Disney CMS system, building immersive content to drive engagement.
• Oversee multivariate testing, usability testing and optimisation cycles.

Cross Functional Collaboration
• Work closely with Brand, Strategy, Commercial, Legal, Product and Performance Marketing teams to ensure cohesive, integrated delivery.
• Partner with CRM on consistency across digital touchpoints and personalised journeys.
• Collaborate with international teams to ensure alignment while adapting content for local market needs.

Leadership & Team Development
• Lead, mentor and develop a team of six digital specialists, ensuring clear objectives, coaching and growth.
• Foster a culture of creativity, experimentation, and data driven decision making.
• Contribute to broader digital capability uplift across the business through sharing best practice and thought leadership.

Areas of Accountability
• Delivery of UK and EU digital content, merchandising and SEO performance targets.
• Management and development of six direct reports.
• Management and optimisation of Affiliate channel performance and budget.
• Ensuring all content complies with brand, legal and accessibility standards.
• Maintaining strong working relationships with stakeholders across Strategy, Commercial, Performance Marketing and Product teams.

Required Qualifications & Skills  

• Experience operating at Digital Marketing Manager level (or similar) in a multi‑market or large‑scale consumer business.
• Strong background in digital content strategy, merchandising and/or ecommerce.
• Proven success in SEO, on‑page optimisation and content frameworks.
• Experience with AI‑driven content optimisation highly valuable.
• Demonstrated success in managing Affiliate channels.
• People leadership experience managing multi‑disciplinary digital teams.
• Experience collaborating with UX, Product and Development teams.
• Budget management experience.
• Experience within travel, hospitality or entertainment sectors beneficial but not essential.
• Strong leadership, coaching and team‑building skills.
• Highly analytical, commercially minded and results driven.
• Excellent stakeholder management and communication skills.
• Deep understanding of digital consumers, especially search trends and AI‑driven discovery.
• Strong planning, prioritisation and organisational abilities.
• Ability to thrive in a fast‑paced, matrixed environment.
• Competent with content management systems, analytics tools and optimisation platforms.