Digital Content Manager

The Role:

As the Digital Content Manager you will be commercially minded and creatively driven. This is a pivotal role sitting at the intersection of brand, trade, and digital , responsible for shaping how our brand shows up online, driving content that converts, and ensuring every customer touchpoint tells a coherent, compelling story.

You'll own the end-to-end content lifecycle: from seasonal planning and creative briefing through to publishing on Shopify and analysing performance. You'll work closely with creative, buying, marketing, and trading teams to deliver content that's both on brand and commercially effective.

 

Duties & Responsibilities:

Content Planning & Strategy

• Own the digital content calendar, planning activity around key trade moments, seasonal campaigns, new arrivals, and brand priorities
• Translate the commercial trading plan into a content strategy that supports conversion targets and brand objectives
• Oversee the ecommerce product photography briefing and delivery.
• Anticipate content needs across the customer journey   from acquisition through to post-purchase  and plan accordingly
• Work within the Digital teams and Brand teams to align content with wider business priorities

Collaboration & Creative Briefing

• Brief and review creative assets with Digital Design and Image Teams, ensuring timely and on-brand execution
• Manage the briefing and approval process, keeping projects on time and on brief
• Act as the bridge between commercial requirements and creative execution, ensuring output is both beautiful and effective
• Collaborate with the Marketing Manager, Trading, and wider image and product teams to integrate product launches, seasonal moments  and regional needs into the content plan , facilitating and presenting briefs in relevant meetings
• Prepare Content Review results to be shared with the business, identifying and actioning content opportunities

Shopify & On-Site Content

• Own the day to day management of onsite content via Shopify, including homepages, landing pages, collection pages, and editorial content
• Ensure the site always reflects the brand aesthetic and commercial priorities, with a relentless eye for detail
• Work with the trading team to optimise content for conversion including A/B testing, layout changes, and messaging refinement
• Maintain a consistent, high quality customer experience across desktop and mobile
• Familiarity with SEO best practices and how they apply to on-site content

Customer Journey & Optimisation

• Map and audit the onsite customer journey, identifying content gaps or friction points that impact engagement and conversion
• Use data (Google Analytics, Shopify reports, heatmaps) to inform content decisions and continuously improve performance
• Collaborate with Performance Marketing team on content for email and lifecycle flows to ensure a consistent brand voice across all touchpoints

Brand Storytelling & Editorial

• Develop and maintain the brand's editorial voice across all digital channels
• Ensure every piece of content from a product description to a homepage hero  reflects the brand's identity and speaks to the target customer

Culture:

• Embrace and demonstrate the Mulberry values and behaviours: honesty, dynamism, and a community-oriented spirit.
• Support Mulberry to deliver an inclusive culture, through behaving in a way that is open-minded and respectful towards others, and understanding that your views, opinions, and experiences may not always be shared by your colleagues.
• Act as an ambassador for Mulberry and communicate positively about the brand.

Sustainability:

• As a certified B Corp, we are committed to using business as a force for good. You’ll be encouraged to incorporate environmentally and socially responsible practices into your work, supporting our Made to Last strategy across Climate, Circularity, and Community.
• Help foster a culture where diversity is celebrated and every individual feels valued, respected, and included. Champion equity, empathy, and understanding in all interactions - internally and externally.

Skills & Knowledge:

• Experience in a digital content or ecommerce content role, ideally within fashion, lifestyle, or a consumer brand
• Hands on experience managing content in Shopify (Shopify Plus experience a bonus).
• Management experience
• Strong understanding of the ecommerce customer journey and what drives online conversion and SEO best practices
• Proven ability to write compelling creative briefs and manage creative workflows
• Confident using data to inform decisions comfortable in GA4, Shopify analytics, or similar
• Excellent eye for brand and aesthetic, with the ability to balance commercial and creative priorities
• Strong project management skills able to manage multiple campaigns simultaneously and hit deadlines
• A collaborative communicator who can work effectively across creative, commercial, and technical teams
• Experience with A/B or multivariate testing tools is advantageous (e.g. Google Optimize, Amplience , or similar)
• Experience working with or briefing photographers and videographers on set is a plus