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 Stakeholder s 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!)