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 optimisation 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 behaviour
* 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 programmes to optimise 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 optimised 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 programmes 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 programmes
* 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)
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