E-Commerce Manager

O'Briens Wine is Ireland's leading specialist wine, beer, and spirits retailer and largest family-owned drinks business. With 35 stores nationwide, over 1,000 wines imported directly from 180+ wineries worldwide, and a growing digital presence, we're committed

to providing exceptional customer experiences both in-store and online.

Role Overview

Reporting directly to the Head of Marketing & E-Commerce, the E-Commerce Manager will be responsible for driving the strategic development and day-to-day management of O'Briens' digital commerce operations across web, mobile app, and omni-channel

touchpoints.

This role is critical to delivering seamless customer experiences, maximising online revenue, and ensuring our e-commerce platform evolves in line with customer expectations and commercial objectives.

Location: Support Office, Sandyford, Dublin

Reports to: Head of Marketing & E-Commerce

Team: Works alongside the wider marketing team and business, with a significant amount of collaboration with digital and creative agencies and designers.

Key Responsibilities

• E-Commerce Strategy & Planning
• Develop and execute the annual e-commerce roadmap in alignment with the overall Marketing & E-Commerce strategy
• Set and monitor KPIs including online revenue, conversion rates, average order value (AOV), customer acquisition cost (CAC), and customer lifetime value (CLV) Identify growth opportunities across web, mobile app, Click & Collect, subscription services, and digital channels
• Conduct competitive analysis and market research to stay ahead of industry trends and customer expectations
• Present quarterly performance reports and strategic recommendations to Senior Management Team
• Platform Management & Optimisation
• Own the day-to-day management of the O'Briens e-commerce platform (Shopify) and mobile app (O'Briens Club)
• Oversee integration between Shopify, LS Central (POS/ERP), and Microsoft Dynamics 365 Business Central
• Own tech stack including Recharge (subscriptions), Hotjar (analytics), and other third party integrations
• Ensure website and app performance optimization including page speed, mobile responsiveness, and UX/UI excellence
• Lead continuous improvement initiatives based on customer data, analytics, and user testing
• Manage product catalogue, merchandising, search functionality, and navigation structures
  
  

Customer Experience & Loyalty

• Drive the development and enhancement of the O'Briens Club loyalty app, ensuring seamless integration between online and in-store experiences
• Manage member-exclusive offers, app-only discounts, and promotional mechanics
• Oversee Click & Collect rollout across all stores, ensuring operational excellence and customer satisfaction
• Optimise the customer journey from discovery through checkout, focusing on conversion rate optimisation (CRO)
• Implement personalization strategies based on customer data and purchase behavior
• Monitor customer feedback, reviews, and ratings; implement improvements based on insights
  
  

Digital Marketing & Growth

• Partner with the Head of Marketing & E-Commerce on integrated digital marketing campaigns
• Manage email marketing campaigns (segmentation, automation, personalization) to drive repeat purchases
• Optimise product pages, category pages, and landing pages for SEO and conversion
• Collaborate on social media commerce initiatives and influencer partnerships
• Execute A/B testing programs to optimize messaging, offers, and user experience
• Drive traffic and conversion through promotional campaigns including seasonal events,
• Wine Festival, and major retail periods (Christmas, Valentine's Day, summer)
  
  

Subscription & Recurring Revenue

• Manage and grow O'Briens' subscription offerings: Wine Subscription and Craft Beer Club
• Optimise subscription customer acquisition, retention, and lifetime value
• Develop strategies to reduce churn and increase subscription frequency
• Create compelling subscription bundles and member benefits
  
  

Supplier Partnership Programme

• Partner with supplier marketing teams to deliver co-branded digital campaigns
• Onboard and manage suppliers in the Supplier Partnership Programme for digital activations
• Coordinate exclusive product launches, limited releases, and brand partnerships online
• Ensure supplier assets, product information, and promotional materials are optimized for digital channels
  
  

Data, Analytics & Reporting

• Own e-commerce analytics using Google Analytics, Shopify reports, and LS Central insights
• Provide weekly performance reports to Head of Marketing & E-Commerce
• Identify trends, opportunities, and risks through data analysis
• Monitor inventory levels in coordination with buying and operations teams to prevent stockouts and overstock situations
• Track customer behaviour patterns and segment audiences for targeted marketing
• Generate digital customer insights to inform broader customer research programs and marketing strategy
• Analyse on-site search behaviour, product affinity, and basket composition to inform merchandising and campaign decisions
• Monitor digital channel performance (organic, paid, email, social) and provide actionable insights to optimise marketing spend
  
  

Project Management & Stakeholders

• Lead e-commerce projects including website redesigns, new feature launches, and system upgrades
• Manage relationships with external digital agencies, creative agencies, developers, and technology partners
• Collaborate cross-functionally with Store Operations, Buying, Finance, IT, and Digital Insights teams
• Brief and manage external development agencies, creative agencies, and freelance specialists when required
• Ensure all digital initiatives comply with GDPR and relevant e-commerce regulations
  
  

Team Collaboration

• Work collaboratively with the Designer and Digital Insights Manager to create compelling digital assets, banners, and campaign visuals informed by customer data
• Partner with marketing team members on content creation, product descriptions, and promotional mechanics
• Contribute to weekly marketing team meetings with insights, updates, and e-commerce performance
• Support the Head of Marketing & E-Commerce with seasonal planning and budget management
  
  

Key Relationships

• Head of Marketing & E-Commerce (direct report)
• Senior Management Team
• Store Operations Team
• Buying & Product Team
• Finance & IT Teams
• Designer & Marketing Team (peer collaboration)
  
  

External:

• Shopify and technology partners
• Digital agencies (development, UX/UI, CRO)
• Suppliers and brand partners
• Delivery and logistics partners
  
  

Person Specification

Essential Experience

• 5 years in e-commerce management, ideally within retail, FMCG, or hospitality sectors
• Proven track record of driving online revenue growth and improving conversion rates
• Strong experience with **Shopify** (or similar e-commerce platforms)
• Experience managing mobile apps and loyalty programs
• Hands-on experience with Google Analytics, conversion rate optimisation, and A/B testing
• Experience managing subscription or membership-based business models
• Strong project management skills with ability to manage multiple priorities simultaneously
  
  

Desirable Experience

• Experience in the wine, spirits, or beverage industry
• Knowledge of **LS Central** or similar retail management systems
• Familiarity with email marketing platforms (Klaviyo, Mailchimp)
• Experience with Shopify apps including Recharge, loyalty platforms, and analytics tools
• Understanding of omnichannel retail and Click & Collect operations
• Experience managing agency and freelance relationships
  
  

Skills & Competencies

Strategic thinking: Ability to connect e-commerce activities to broader business objectives

Data-driven decision making: Comfortable with analytics, reporting, and using insights to drive action

Customer-centric mindset: Deep empathy for customer needs and obsession with improving their experience

Technical aptitude. Confident working with e-commerce platforms, integrations, and digital tools

Commercial acumen: Understanding of retail economics, margins, and profitability drivers

Communication: Excellent written and verbal communication skills; able to influence and collaborate across teams

Agility: Comfortable working in a fast-paced environment; adaptable to changing priorities

Attention to detail: High standards for quality, accuracy, and brand consistency

Personal Attributes

• Self-starter with strong initiative and problem-solving skills
• Collaborative team player who thrives in a close-knit team environment
• Curious and continuously learning about e-commerce trends and best practices
• Resilient and able to manage ambiguity
• Passionate about wine, spirits, and creating memorable customer experiences (or eager to learn!)