Head of Digital

About Fragrances of Ireland Ltd

About Us

INIS — the Energy of the Sea - is the signature fragrance of Fragrances of Ireland, a family-owned, independent boutique perfumery that has spent more than 30 years crafting ocean-fresh fragrance, seaweed-enriched body care, and home scent inspired by the wild Atlantic coast of Ireland. What began around a kitchen table has grown into a brand beloved by gift retailers and their customers around the world - warm, authentic and genuinely joyful - while staying true to its independent, family-run roots.

INIS has grown into a significant international brand with the United States as its primary market. Products are sold through an established B2B retail network of gift shops and lifestyle stores, Amazon and a growing Direct-to-Consumer website. The brand is at an exciting inflection point - investing in digital for the first time in a structured, ambitious way — and the Head of Digital will be the person who leads that transformation.

About the role

This is a newly created senior leadership position with a genuinely open mandate. You will own the entire digital revenue strategy for INIS - across D2C, Amazon, paid media, SEO, email and social - and will be accountable for building the systems, team and agency relationships that deliver profitable digital growth over a 3-year horizon. You will have three direct reports initially: an Amazon Manager, a D2C /Website Manager, and a Social Media Manager.

The Head of Digital will be a hands-on commercial leader who sets strategy, drives execution, owns the numbers, and builds a high-performing digital function around them. You will inherit a brand with exceptional consumer love and near-unanimous positive sentiment — and the mandate to build the digital platform that brings it to a much larger audience.

If you are commercially sharp, brand-literate, and want to build something from the ground up with the full support of a leadership team that is genuinely committed to making this work - this is a rare opportunity.

What you'll do

The role spans six interconnected areas of responsibility, each drawn from the INIS 3-year Digital Roadmap.

Lead Digital Strategy and Commercial Performance

• Own digital revenue targets, profitability, forecasting and budgets across all channels
• Drive sustainable growth, with clear accountability for channel contribution margins and return on investment
• Track key commercial metrics including customer acquisition cost, lifetime value, new versus returning customer revenue and marketing efficiency
• Report performance and growth opportunities to senior leadership through a consolidated digital dashboard
• Ensure digital strategy supports the wider business and established retail network

Grow D2C and Amazon

• Drive profitable revenue growth across the D2C website and Amazon
• Lead website conversion optimisation, customer experience, SEO and AI search visibility
• Set clear commercial KPIs for revenue, conversion, customer acquisition and profitability

Lead Paid Media and Customer Acquisition

• Own paid media strategy, budgets and performance across key international markets
• Manage agency relationships and hold partners accountable for results
• Ensure campaigns minimise costs, and drive commercial results while protecting brand consistency

Build CRM and Customer Retention

• Lead the Klaviyo email and CRM strategy to grow customer value and repeat purchasing
• Develop customer lifecycle programmes, segmentation and automated email journeys
• Drive database growth, retention and customer lifetime value

Lead Social Media and Digital Brand

Direct the social media strategy, team and agency partners

• Set KPIs for engagement, audience growth, traffic and commercial contribution
• Oversee content planning and the efficient use of creative assets, ensuring all content aligns with INIS brand identity guidelines

Build and Lead the Digital Team

• Lead, coach and develop the digital team, establishing clear priorities and accountability
• Build a performance culture with measurable objectives, regular reviews and continuous improvement
• Strengthen digital capabilities, systems and processes to support long-term growth
• Work collaboratively across sales, marketing, finance and operations to deliver business objectives

Qualifications and Experience

Digital expertise and commercial capability

• Proven track record in digital marketing, managing significant budgets, delivering measurable and profitable ecommerce growth, and leading teams through change
• Experience managing Amazon as a revenue channel — Seller Central or Vendor Central, advertising, brand management and multi-market expansion
• Commercially sharp - able to build investment cases, present ROI clearly to a senior leadership team, and make confident decisions with data
• An excellent communicator who can translate digital performance into clear, confident narratives for a leadership team that is new to digital investment

People leadership and ways of working

• A proven people leader and natural mentor — setting clear objectives, giving regular feedback, and building capability across a small, close-knit team
• Experience managing agency relationships with real accountability whilst building productive partnerships
• A collaborative working style - someone who builds trust quickly with colleagues across the business and leads through influence
• Comfortable working in a company that is investing in digital for the first time — bringing structure, pace and clarity as the function grows

The Kind of Person We Are Looking For

Skills and experience matter - but so does the fit. INIS is a warm, family-owned company with a distinctive culture, and the Head of Digital needs to be someone who genuinely thrives in that environment. Our ideal candidate will be

• A natural owner - direct and confident
• Brand/Marketing-literate as well as commercially driven
• Curious, resilient and energised by the challenge
• People focused, empathetic and approachable

Nice to Have

• Consumer marketing experience in consumer goods, beauty, fragrance, gifting or a premium lifestyle brand
• Experience launching or scaling D2C from a low base across multiple markets — particularly the US, UK, Ireland and Germany
• Understanding of AI search optimisation (GEO/LLM) and how content strategy feeds discoverability in AI-powered search environments
• Previous experience in a family-owned or founder-led business — understanding the culture, pace and commercial instincts that come with it

What We Offer

• Competitive salary with performance bonus aligned to digital revenue targets
• Hybrid working arrangement based out of our Kilmacanogue, Co. Wicklow offices - 2 days per week in the office as a minimum
• 20 Days Annual Leave
• Company Health Insurance (following completion of Probation Perod)
• Pension Contribution
• Employee Engagement Programme
• Quarterly Social Events
• Free Car Parking
• A senior leadership role with genuine autonomy and a direct line to the International Sales & Marketing Director
• The opportunity to build INIS's digital capability from the ground up - with committed investment, a clear 3‑year strategy, and full leadership support
• The chance to work with one of Ireland's most loved and internationally recognised consumer brands, in a warm, family owned culture where people are genuinely valued