Job Title: EMEA Content and Digital Shelf Manager
Reporting to Global E-Commerce Director
Team Global E-Commerce
Location Chippenham, Wiltshire – 2 days a week
The purpose of the role of the EMEA Content and Digital Shelf Manager
To build and lead the content engine that powers growth across our brands and channels. This role sits within the e-Commerce function, operating at the intersection of Marketing, E-commerce and EMEA Commercial team, ensuring that the right content is created once and deployed effectively wherever our brands show up.
The successful candidate will act as the central orchestrator of all content needs across the business translating brand strategy, commercial priorities and channel opportunities into a scalable content roadmap that drives visibility, conversion and growth.
In addition to leading content development, this role will define and drive best-in-class digital shelf execution, ensuring Alliance brands meet e-commerce “perfect store” standards across retailers, marketplaces and owned channels.
Operating within a regulated consumer healthcare environment, the role will also ensure that all content balances creativity, commercial impact and regulatory compliance.
What success looks like in this role
- A clear, scalable content engine operating across the business
- Best-in-class digital shelf executed across priority retailers and marketplaces in EMEA
- Clear e-commerce perfect store standards established and implemented
- Faster content creation and deployment across markets
- Measurable improvements in product visibility, conversion and sales performance
- Clear alignment between brand campaigns, commerce execution and retailer environments
What you’ll be responsible for
Own the Commerce Content Engine
- Partner with Global Marketing to build and lead a centralised content model that supports the needs of Marketing, Commerce and Commercial teams.
- Act as the central orchestrator for content planning, creation, deployment and measurement across the organisation, ensure master data tagging and adoption of the DAM
- Ensure content is created once and scaled everywhere- including retail, e-Commerce, stores, media, social and trade channels.
- Develop a structured content roadmap aligned to brand priorities, commercial opportunities and channel needs.
- Define the global content operating model, using Perfect Store to ensure best-in-class content creation and deployment is efficient, scalable and aligned across teams and markets.
Translate Strategy into content
- Partner closely with brand, commercial and e-commerce teams across EMEA to translate:
- Brand strategy
- Campaign plans
- Category priorities
- Retailer opportunities
- Create clear, actionable content requirements and production plans.
- Ensure content supports both brand storytelling and commercial performance across the path to purchase.
- Work closely with brand teams to transform core brand creative into channel-ready assets optimised for ecommerce.
Lead Digital Shelf Excellence
- Define and deliver best-in-class execution across the digital shelf.
- Ensure our brands consistently show up clearly, credibly and competitively wherever consumers shop online.
- Establish e-commerce “perfect store” standards for how our brands should appear across key online retail environments.
- This includes:
- Product page excellence
- Hero imagery and visual assets
- Enhanced/A+ content
- Brand stores and landing pages
- Claims clarity and product education
- Search and browse visibility
- Conversion-driving asset design
Build a Scalable Content System
- In partnership with Global Brand, create the processes, workflows and governance that enable content to move quickly and efficiently across teams and markets.
- Ensure the organisation can produce and deploy high-quality content at scale, across brands, markets and platforms.
- This includes:
- Content planning frameworks
- Briefing processes
- Asset libraries and management systems
- Cross-functional alignment
- Agency coordination
- Content approval and deployment workflows
Work with Agencies & Production Partners
- Manage external agencies and content production partners to deliver high-quality assets at speed and scale.
- Ensure agency output aligns with brand standards, channel requirements and commercial priorities.
Use Data to Improve Content Performance
- Work closely with e-commerce and commercial teams to track how content performs across digital retail environments.
- Use insights to continuously improve content briefs, asset quality and execution standards.
- Key areas include:
- Conversion improvement
- Content completeness and compliance
- Digital shelf performance
- Search visibility
- Retailer content standards
Regulatory & Compliance Alignment
- Work closely with Regulatory and Medical Affairs teams to ensure all consumer and trade-facing content meets the requirements of a regulated consumer healthcare environment in EMEA.
- Responsibilities include:
- Ensuring product claims and educational content are accurate and approved
- Embedding regulatory considerations into the content briefing process
- Creating workflows that allow efficient approval and deployment of content
- Acting as the bridge between creative teams, commerce teams and regulatory functions
What we are looking for a commercially driven content leader with
- Strong e commerce expertise and a proven ability to turn strategy into high quality execution.
- Has proven experience in Leadership in content, digital shelf, or e commerce execution within a consumer brand environment within the EMEA region
- Deep knowledge of Amazon, retailer product pages, and digital shelf optimisation
- Experience in regulated categories (consumer healthcare, pharmaceuticals, medical devices, supplements) is highly advantageous
- A data led, commercial minded approach with strong awareness of performance drivers
- Experience collaborating across marketing, e commerce, and commercial teams
- The ability to build scalable systems and processes for efficient content production
- Experience managing agencies, creative partners, and cross-functional stakeholders
- A structured, operational, and execution-focused working style
- The ability to feel comfortable operating in a fast-paced, private-equity-backed environment
- Strong collaboration and communication skills, thriving in cross-functional settings
- A mindset that is hands on, proactive, and obsessed with execution