Job Type: Full-time
Location: HQ in Kildare and/or Dublin for team meetings, content shoots, and key initiatives. Hybrid work available
Salary: DOE
Company Overview
At Ayu, we are on a mission to empower confidence through simple, professional-quality cosmetics that enhance natural beauty. As we continue to scale our eCommerce business across Ireland, the UK, and international markets, we are looking for a Digital Marketing Manager to own and accelerate our digital growth engine.
This is a highly hands-on, commercially focused role for someone who is data-driven, performance-oriented, and deeply curious about how AI can be used to improve marketing outcomes. You will sit at the intersection of performance, creative, and analytics, ensuring every channel is optimised and working together efficiently.
Role Overview
Reporting directly to the Managing Director and working closely with the Founder, the Digital Marketing Manager will own Ayu's core digital marketing channels end-to-end.
You will be responsible for driving customer acquisition, retention, and revenue across paid media, affiliates, SEO, CRM, and marketplace channels. You will assess performance in detail, define clear KPIs per channel, and use insights (and AI tools) to guide both campaign strategy and creative requirements.
This role owns the digital performance layer of the business and acts as the bridge between data, channels, creative execution, and budget ownership.
Key ResponsibilitiesDigital Performance & Channel Ownership
Own, manage and oversee (where agencies are involved) performance across Meta, Google (Paid Search), TikTok, SEO (nice to have), Affiliate, and Amazon (nice to have) channels
Set channel-level targets and optimise against CAC, ROAS, conversion rate, and revenue contribution
Own and manage paid media budgets, including scaling spend efficiently while protecting performance metrics
Identify growth opportunities and inefficiencies across the full customer journey
Paid Media & Acquisition
Plan, launch, and optimise paid campaigns across Meta, Google Ads, and TikTok
Structure testing roadmaps for audiences, formats, offers, and landing pages
Work closely with the creative team and provide clear, data-led feedback to create asset variations that optimise and scale winning paid media assets
Use AI tools to generate ad copy variations, creative hypotheses, and performance insights
Affiliate, Influencer & Partnerships
Own affiliate performance via AWIN and TikTok Affiliate
Oversee onboarding, performance tracking, and optimisation of partners
Assess ROI across coupon sites, creators, and live commerce initiatives
SEO & Website Optimisation
Own SEO performance via Google Search Console and third-party tools
Work with internal and external partners to improve rankings, traffic quality, and on-site engagement
Lead CRO initiatives including A/B testing, funnel optimisation, and checkout improvements
CRM, Retention & LTV Growth
Use data and AI-assisted insights to improve messaging, timing, and relevance to inform the marketing team and supporting agency.
Drive retention and repeat purchase through Email & SMS (Klaviyo)
Build and optimise automated flows, segmentation, and campaign calendars
Analytics, Reporting & Insights
Own reporting across all digital channels and marketplaces
Build clear dashboards covering CAC, LTV, ROAS, conversion, and retention metrics
Translate performance data into actionable insights for leadership and creative teams
Creative & AI-Led Collaboration
Define creative requirements per channel based on performance data
Advise the creative and content teams on formats, hooks, messaging, and asset volume needed to scale
Leverage AI tools to support creative ideation, iteration, and testing velocity
Ideal Candidate Requirements
4+ years' experience in digital, performance, or growth marketing within eCommerce
Proven experience managing Meta Ads, Google Ads, TikTok, affiliates, and CRM
Experience owning and scaling paid media budgets with strong ROI discipline
Experience managing agencies
Strong analytical capability with hands-on experience in GA4, Shopify, and attribution tracking
Practical experience using AI tools to improve marketing efficiency, testing, or creative output
Commercial mindset with the ability to prioritise impact over activity
Comfortable operating in a fast-moving, test-and-learn environment
Why Join Ayu
Full ownership of digital channels and paid media budgets
Direct impact on growth decisions and creative direction
High visibility role with founder and leadership access
Opportunity to shape how AI is embedded into marketing workflows
How to Apply
If you would like to hear more about this position or apply for the role, please complete this form or visit our career portals