ABOUT US

At Travel Counsellors, our customers, communities, and colleagues are at the heart of everything we do. For over 30 years, we’ve empowered 2,100+ independent travel agents worldwide, helping them build successful businesses while providing deeply personal, human connections with their customers. Supported by a talented team of over 400 people in our Support Offices, we create unique travel experiences that keep customers coming back. Named the Best Place to Work in Travel (2022) and ranked in the Sunday Times Best Places to Work (2023 & 2024), we’re expanding rapidly and looking for exceptional individuals to join our Head Office team.

PRINCIPLE ACCOUNTABILITIES

Website & App Strategy & Optimisation

• Own and implement a comprehensive website and app strategy aligned with business goals.
• Oversee site structure, navigation, and performance to ensure seamless user journeys.
• Lead site architecture enhancements to improve usability, SEO, and conversion.
• Balance ongoing optimisation with innovation, ensuring improvements drive commercial impact.
• Collaborate closely with the Digital Product team to align marketing and technology efforts.
• Ensure international websites are optimised, localised appropriately, and aligned with core businessobjectives.

User Experience (UX) & Conversion Rate Optimisation (CRO)

• Enhance website and app UX through research, A/B testing, and data-driven insights.
• Develop and implement a robust CRO strategy to increase lead generation and conversion rates.
• Partner with designers, developers, and content creators to refine digital touchpoints.
• Ensure digital journeys cater to diverse audiences, from new customers to Travel Counsellors.

SEO, Analytics & Attribution Modelling

• Drive SEO strategy to improve organic rankings and site visibility.
• Implement structured data, site speed improvements, and technical SEO best practices.
• Utilise Google Analytics, GA4, Google Tag Manager, and other tools to track site performance.
• Develop and apply attribution modelling to measure marketing effectiveness and optimise spend.
• Report on key metrics and derive insights to inform continuous website enhancements.

Digital Capability Building & Martech Integration

• Elevate digital capabilities within the marketing team, upskilling colleagues in analytics, SEO, and UX best practices.
• Ensure the team effectively utilises Google Analytics, heatmapping tools, and automation platforms.
• Work with Tech and Marketing teams to assess and implement new Martech solutions.

Personalisation & Content Management

• Develop website personalisation strategies to enhance relevance and engagement.
• Oversee content structure and SEO optimisation, ensuring best practices across all pages.
• Collaborate with content creators to align messaging, design, and user needs.

Stakeholder & Agency Management

• Work closely with internal teams (Marketing, Digital Product, Commercial) to align digital strategies.
• Manage agency relationships for website development, UX research, and SEO projects.
• Present digital insights and recommendations to senior stakeholders.

EXPERIENCE/SKILLS NEEDED

Experience:

• Proven experience in a senior digital experience, digital marketing, or UX-focused role.
• Strong background in website strategy, SEO, UX, CRO, and analytics.
• Hands-on experience managing Google Analytics, Tag Manager, and A/B testing tools.
• Expertise in attribution modelling and measuring marketing effectiveness.
• Experience balancing website and app optimisation with digital innovation.
• Track record of leading cross-functional teams and collaborating with developers, marketers, and designers.
• Experience working in travel, hospitality, or premium service industries preferred but not essential.
• Proven ability to optimise international websites while ensuring consistency across global markets.
• Comfortable working within agile methodology to drive digital change.
• Ability to interpret data and translate insights into actionable website and app improvements.

Skills:

• Strong knowledge of Google Analytics (GA4), Google Tag Manager, and UX research tools.
• Hands-on expertise in SEO best practices, structured data, and technical SEO.
• Excellent understanding of CRO methodologies, A/B testing, and heatmapping tools.
• Experience with attribution modelling and multi-touch performance tracking.
• Ability to lead and manage website and app development projects and digital roadmaps.
• Strong commercial acumen, ensuring all digital enhancements drive business impact.
• Strong communication and presentation skills, with the ability to influence stakeholders.
• Proactive, results-driven mindset with a passion for delivering best-in-class digital experiences.
• Highly execution-focused, willing to roll up sleeves and drive tactical delivery.

As Head of Digital Optimisation at Travel Counsellors, you will be responsible for driving the performance, optimisation, and overall user experience of our customer-facing websites. This is a hands-on role where you will play a crucial part in enhancing digital capabilities, ensuring our sites deliver best-in-class user experiences that maximise engagement, conversion, and business impact.
You will lead the development and execution of strategies across site architecture, UX, SEO, analytics, CRO, content personalisation, and attribution modelling. Your work will improve how customers and Travel Counsellors engage with our platforms, ensuring digital experiences align with Travel Counsellors’ commercial objectives and customer expectations. This role requires a strong balance betweenoptimisation and innovation, using data-driven insights and research to guide decisions.
Collaboration with the Digital Product team will be critical to delivering scalable improvements, ensuring a joined-up approach between marketing, technology, and commercial priorities.
This is a highly executional role—while strategic thinking is essential, the successful candidate will thrive in a hands-on environment, rolling up their sleeves to deliver impactful results.
This role also includes responsibility for our international websites, ensuring localisation strategies are aligned whilemaintaining global best practices.
Comfort working with agile methodology is preferred, as you will collaborate closely with development teams in an iterative, test-and-learn approach to website and app optimisation.