About Boba

Over 2.5 million babies have been carried in our carriers.The original design of the wrap has not changed in 15 years— proof of a great concept. When we see a parent wearing their babe in one of our carriers, we know that Boba has helped forge a little link that brings two hearts together. Today, Boba has grown from a small, family-run, shoestring operation to a global team dedicated to bringing that magical bond from our families to yours.

About the role

Join us at Boba, where we’re redefining baby carrying with innovation, comfort, and style. We’re looking for a data driven, digitally-savvy Senior Marketing eCommerce Manager with a strong digital and DTC background to lead our direct-to-consumer growth strategy, manage our Shopify website, and drive compelling social media and content across all platforms.

This role is perfect for someone with strong creative instincts, commercial acumen, and hands-on experience in social media, digital marketing, and eCommerce. You’ll be at the centre of shaping how parents discover, engage with, and fall in love with Boba online.

Responsibilities

DTC & eCommerce Channel Ownership

• Lead day-to-day performance and development of Boba’s DTC channel (Shopify), including UX optimisation, merchandising, content strategy , and conversion rate improvements.

• Drive direct channel sales, owning the customer journey from acquisition to retention.

• Leverage data analytics to identify growth opportunities and optimise the customer journey

Social Media & Content Creation

• Own and manage Boba’s presence across all social media platforms – including Instagram, Facebook, Pinterest, YouTube, and TikTok – driving growth, engagement, and storytelling.

• Develop and execute an always-on social media strategy aligned with our brand tone, product priorities, and campaign calendar.

• Oversee or create engaging content including posts, Reels, TikToks, stories, behind-the-scenes, and user-generated content.

• Work with influencers, creators, and brand partners to extend reach and build community

• Monitor trends, test new formats, and stay ahead of social media platform updates.

Digital Marketing & Performance Strategy

• Lead digital acquisition and retention strategy across email, paid social, Google Ads, affiliate, SEO and influencer channels.

• Drive the brand’s CRM strategy, improving segmentation, automation, and lifecycle marketing using Klaviyo (or a similar platform).

• Oversee SEO strategy (on-page and technical) to improve organic visibility, search rankings, and content performance across product and blog pages.

• Optimise performance and spend based on data and customer insights, reporting regularly on key KPIs and ROI.

Product Marketing & Go-to-Market Execution

• Plan and execute product launches, seasonal campaigns, and promotional activities across digital and DTC channels.

• Ensure clear and compelling product messaging, supported by strong visual content and customer education.

• Track and analyse competitive activity and market trends to inform strategy.

Brand & Creative Direction

• Maintain and evolve the Boba brand voice and visual identity across all digital and social platforms.

• Develop content and storytelling that reflects the parenting journey and builds emotional connection with our audience.

• Collaborate with designers, freelancers, and external agencies to create high-quality creative assets.

Team & Agency Collaboration

• Manage relationships with external agencies, freelancers, and digital partners.

• Work cross-functionally with product, operations, and sales teams to ensure alignment on priorities, messaging, and timelines.

• Mentor junior team members (if applicable) and help shape the future of our in-house marketing capability.

About you

• Bachelor’s degree in Marketing, Digital, Communications, or related field.

• 5+ years’ experience in digital marketing, social media, and DTC/eCommerce roles, ideally in consumer goods or lifestyle/family brands.

• Proven hands-on experience with Shopify, Klaviyo, Meta Ads, Google Ads, and social platforms including TikTok.

• Strong content creation and campaign planning skills, with an eye for design, trends, and storytelling.

• Experience managing or growing an Amazon channel is a plus.

• Analytical and commercially minded — comfortable working to KPIs and using data to drive decision-making.

• Passion for parenting and lifestyle branding, with a genuine connection to the customer journey.

Our benefits

• Hybrid working from the UK

• 25 days holiday

• UK Public holidays

• Friday afternoons off in August

• Brand discounts

• Pension Plan

• Health Insurance

• Nursery Benefits (salary sacrifice)

• Cycle to Work scheme

• Enhanced parental leave