Job Description
As the Digital Customer Experience Lead, the role will spearhead the activation of digital experiences across our global duty-free retail environments. This role is pivotal in bridging our online and in-store digital initiatives, ensuring a seamless, engaging and connected journey for duty-free shoppers.
The successful candidate, will be responsible for activating digital touchpoints across both online and physical channels, enhancing engagement throughout the entire passenger journey. A key focus will be on in-store digital experiences, identifying and implementing innovative solutions that attract passengers, increase dwell time, and enhance the shopping experience through engaging technologies and activations.
As part of a global travel retail business, the role holder will work closely with cross-functional teams to design, implement, and optimise digital experiences that deliver joy to our customers.

Responsibilities

• Digital Strategy: Collaborate with marketing, product development, IT and airport teams to develop and execute a comprehensive digital customer experience strategy and blueprint that aligns with business objectives.
• Customer Journey Mapping: Develop a deep understanding of our customers’ needs and preferences and map out their digital journey to identify pain points and opportunities for improvement and engagement.
• Omnichannel Engagement: Drive engagement by integrating digital touchpoints across all channels—online, in-store, in-airport, off-airport, and beyond. Think beyond traditional travel retail, leveraging channels like mobile apps, social commerce, airport lounges, inflight touchpoints, and loyalty ecosystems to create an engaging, connected customer journey.
• Localisation: Partner with duty-free locations across our global estate to develop tailored digital engagement blueprints that reflect local market dynamics, customer behaviours, and operational realities.
• Agency & Vendor Management: Lead relationships with external tech providers, digital agencies, and airport technology teams to ensure the effective execution of digital initiatives.
• Collaboration with Brands: Work with global brands to integrate their digital marketing initiatives into our retail environments, ensuring aligned messaging and customer engagement.
• Tech & Innovation Leadership: Identify and leverage emerging technologies to enhance digital engagement and customer experience.
• Customer Insights & Data: Utilise customer data, analytics, and digital marketing insights to optimise engagement strategies.
• Performance Tracking & Optimisation: Establish key KPIs, measure the effectiveness of digital initiatives, and optimise performance based on insights and data.
• New Business Opportunities: Lead the digital submission for new bids, covering in-store digitalisation together with online shopping proposition.
• Qualifications

Key skills and experience

• Bachelor’s degree in Marketing, Business, Digital Media, or a related field.
• +5 years of proven experience in digital retail, ecommerce, CX, Product, or a similar role.
• Proven experience in digital customer experience, digital marketing, or digital product management—ideally within retail, travel, or a related industry.
• Strong understanding of omnichannel retail and how digital integrates into physical shopping experiences.
• Experience collaborating with technology providers to develop engaging digital experiences.
• Ability to analyse customer data and digital performance metrics to inform strategy and optimisation.
• Strong project management skills, with experience leading cross-functional initiatives involving marketing, digital, operational and commercial teams.
• Familiarity with emerging technologies such as AI, AR and personalisation engines
• Excellent communication and stakeholder management skills, with the ability to influence and collaborate across diverse teams and partners.

Desired Attributes:

• Innovative thinker with a passion for leveraging technology to enhance customer experiences.
• Detail-oriented with a strong focus on delivering high-quality customer interactions.
• Ability to thrive in a fast-paced, dynamic environment and manage multiple projects simultaneously.

• Digital Strategy: Collaborate with marketing, product development, IT and airport teams to develop and execute a comprehensive digital customer experience strategy and blueprint that aligns with business objectives.
• Customer Journey Mapping: Develop a deep understanding of our customers’ needs and preferences and map out their digital journey to identify pain points and opportunities for improvement and engagement.
• Omnichannel Engagement: Drive engagement by integrating digital touchpoints across all channels—online, in-store, in-airport, off-airport, and beyond. Think beyond traditional travel retail, leveraging channels like mobile apps, social commerce, airport lounges, inflight touchpoints, and loyalty ecosystems to create an engaging, connected customer journey.
• Localisation: Partner with duty-free locations across our global estate to develop tailored digital engagement blueprints that reflect local market dynamics, customer behaviours, and operational realities.
• Agency & Vendor Management: Lead relationships with external tech providers, digital agencies, and airport technology teams to ensure the effective execution of digital initiatives.
• Collaboration with Brands: Work with global brands to integrate their digital marketing initiatives into our retail environments, ensuring aligned messaging and customer engagement.
• Tech & Innovation Leadership: Identify and leverage emerging technologies to enhance digital engagement and customer experience.
• Customer Insights & Data: Utilise customer data, analytics, and digital marketing insights to optimise engagement strategies.
• Performance Tracking & Optimisation: Establish key KPIs, measure the effectiveness of digital initiatives, and optimise performance based on insights and data.
• New Business Opportunities: Lead the digital submission for new bids, covering in-store digitalisation together with online shopping proposition.
• Qualification