Alliance Automotive Group UK & Ireland is a leading distributor of passenger and commercial vehicle parts to motor factors, garages, franchise networks and public services throughout the UK and Ireland. Our strategically designed network, supported by acquisitions, positions us as a market leader in providing automotive parts distribution services to the aftermarket.
Supported by a top-tier logistics network comprising over 300 local stores, 20 Regional Distribution Centres, our state-of-the-art 1 million square foot National Distribution Centre, and a workforce of over 6,000 colleagues, our business model prioritises maintaining an extensive and readily available product range to uphold the quality of our service offerings.
eCommerce Growth Manager
NAPA Auto Parts | PIM | Tayna
Role Purpose
The eCommerce Growth Manager is responsible for the full marketing ownership and commercial performance of a portfolio of NAPA Auto Parts websites.
This role will drive traffic, conversion, revenue, and customer acquisition across multiple online platforms by developing and executing a data-led digital growth strategy. The successful candidate will combine strategic planning with hands-on delivery, ensuring the online estate delivers measurable commercial impact and aligns with wider business objectives.
This is a Manager-level role with direct accountability for online marketing performance and significant cross-functional influence.
Key Accountabilities
1. Web Performance Ownership
- Own and deliver online traffic, and conversion targets across assigned websites.
- Monitor and optimise KPIs with internal and external partners including:
- Conversion rate (CVR)
- Average order value (AOV)
- Customer acquisition cost (CAC)
- Return on ad spend (ROAS)
- Organic traffic growth
- Identify risks and opportunities through data analysis and market insight.
- Ensure each website has a clearly defined role, positioning, and competitive advantage within the shared digital ecosystem.
2. Digital Strategy & Channel Management
- Lead the SEO strategy (technical, on-page, content and authority building).
- Oversee paid media activity in collaboration with external partners.
- Drive customer acquisition and retention initiatives across digital channels.
- Optimise site merchandising, navigation, and user journeys to improve conversion and customer experience.
3. Promotional & Trading Strategy
- Develop and manage a commercially aligned promotional and trading calendar.
- Partner with product, pricing, and sales teams to align digital campaigns with wider commercial initiatives.
- Ensure product launches, seasonal activity, and key campaigns are effectively executed online.
- Use performance data to refine promotional effectiveness and margin contribution.
4. Content & Brand Positioning
- Oversee all non-product digital content to ensure consistency of brand voice and messaging.
- Develop high-performing landing pages to support lead generation and customer growth.
- Ensure brand positioning supports both trade (B2B) and retail (B2C) audiences where applicable.
5. Analytics, Reporting & Insight
- Provide regular performance updates and actionable recommendations to senior stakeholders.
- Use analytics tools to track SEO performance, campaign ROI, customer behaviour, and sales trends.
- Embed a test-and-learn culture across digital activity.
6. Cross-Functional Leadership
- Act as the primary marketing owner of the online estate.
- Collaborate closely with:
- IT / Wider Digital Team
- Marketing
- Product & Pricing
- Supply Chain
- Sales & Store Operations
- Influence stakeholders through data-driven insight and commercial reasoning.
- Ensure digital activity supports broader business and network objectives.
Required Experience & Skills
- Bachelor’s degree in Marketing, Business, eCommerce, or related field (or equivalent experience).
- 5+ years’ experience in eCommerce, digital marketing, or online trading.
- Demonstrated ownership of online performance metrics or revenue targets.
- Strong understanding of:
- SEO strategy
- Paid media performance
- UX optimisation
- Digital merchandising
- Promotional trading strategy
- High level of commercial acumen and analytical capability.
- Proficiency in Google Analytics (or equivalent), SEO tools, CMS platforms, and reporting dashboards.
- Strong project management and stakeholder engagement skills.
Preferred Experience
- Multi-site or multi-brand eCommerce management.
- Automotive, aftermarket, or retail sector experience.
- Experience managing both B2C and B2B / trade digital journeys.
- Experience working within a complex or matrix organisation.
Key Competencies
- Commercial ownership mindset
- Strategic thinking with operational execution capability
- Data-driven decision-making
- Strong cross-functional collaboration and influence
- Customer-centric approach
- Results-focused and accountable
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Alliance Automotive Group is an equal opportunities employer.