Head of Digital

2 days ago

Carlton, Victoria, Australia Birkenstock Australia Pty Ltd Full time $120,000 - $180,000 per year
About Us

Birkenstock Australia is the exclusive importer and retailer of the world-renowned Birkenstock range of orthopaedically designed footwear and orthopaedic supplies. Established in Melbourne in 1993, we currently operate two flagship boutiques in Victoria, supported by a strong online presence.

As a globally recognised, heritage brand, we're committed to delivering exceptional quality and customer experience – across both in-store and digital channels.

About the Role

We are seeking an experienced Head of Digital to lead our digital strategy and execution across the local market. This is a senior leadership role, reporting directly to the COO/Managing Director, with responsibility for driving online sales, enhancing customer journeys, and integrating digital across retail and wholesale operations.

You will oversee e-commerce operations, digital marketing, CRM, UX/UI, analytics, and digital product development – ensuring Birkenstock continues to grow as a trusted and innovative lifestyle brand.

Key Responsibilities
  • Digital Strategy & Leadership – Develop and lead a market-specific digital roadmap, aligned with global direction and commercial goals.
  • E-Commerce & Omnichannel – Manage daily operations of our e-commerce platforms, while integrating digital initiatives with retail (e.g., Click & Collect, inventory visibility).
  • Digital Marketing & Customer Acquisition – Lead SEO, paid media, email, and social campaigns to optimise acquisition, retention, and ROI.
  • Customer Experience & UX/UI – Own the customer journey, from discovery to purchase and beyond, driving continuous improvement through insights and testing.
  • Analytics & Reporting – Track performance across sales, engagement, and marketing effectiveness; deliver actionable recommendations to leadership.
  • Technology & Vendor Management – Manage key platforms (Shopify, Klaviyo, Meta, Google), ensure compliance, and identify opportunities for innovation.
About You
  • Bachelor's degree in Marketing, Digital Commerce, or related field (MBA desirable).
  • 8+ years' experience in digital/e-commerce leadership, ideally in fashion, footwear, or retail.
  • Proven track record of driving growth through digital channels.
  • Strong understanding of omnichannel retailing and customer journeys.
  • Hands-on experience with platforms such as Shopify, Salesforce Commerce Cloud, Magento, or similar.
  • Commercially minded, customer-centric, and skilled at cross-functional leadership.
  • Strong analytical and decision-making abilities, with excellent stakeholder management.
  • Deep knowledge of digital marketing, analytics tools, and performance metrics.
  • Passion for footwear, fashion, and lifestyle brands.
Why Join Us?
  • Work with a globally iconic brand.
  • Play a pivotal role in shaping Birkenstock's digital future in Australia.
  • Collaborative, people-focused culture.
  • Hybrid working flexibility.
  • Generous staff discounts & employee perks.
  • Easy access to public transport.
  • Birthday leave and regular staff events.
  • Employee Assistance Program (EAP).
How to Apply

If you are a strategic, innovative, and results-driven digital leader with a passion for retail and lifestyle brands, we'd love to hear from you.

Apply now to step into a role where you can make a real impact.

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