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Job Post Details

Website & Digital Platform Manager
Water Babies
·
4.1
Exeter EX5 1AR
•
Hybrid work
£36,000 - £39,000 a year
Permanent, Full-time

Job details

£36,000 - £39,000 a year
Financial planning services, Employee discount, Sick pay, Bereavement leave, Life insurance, Free parking, Additional leave, Company pension
Permanent, Full-time
Hybrid work in Exmouth Road, Exeter EX5 1AR

Full job description

Role Purpose

Water Babies is the world’s leading baby swim school, operating across multiple countries through a strong franchise network. We’re looking for a Website & Digital Platform Manager to own, optimise, and evolve our global website ecosystem spanning five international WordPress sites and our Shopify e-commerce platform.

This role is accountable for the website as a growth and experience platform, balancing brand, performance, data, SEO, accessibility, and emerging technology (including AI). You’ll work closely with internal teams, franchise partners, and our digital agency to deliver measurable growth in enquiries, bookings, and online sales while ensuring our platforms remain fast, secure, compliant, and future-ready.

Key Responsibilities

1. Global Website Management & Development

Working closely with our digital agency, you will:

  • Own and manage five global WordPress websites (USA, UK, Ireland, Canada, Netherlands).
  • Build and optimise templates, landing pages, and site functionality to support campaigns, franchise needs, and recruitment.
  • Manage WordPress multisite architecture, localisation, and language variations.
  • Ensure compliance with GDPR, WCAG 2.2 accessibility standards, and safeguarding requirements for imagery and content.
  • Understand and troubleshoot integrations across booking systems, CRM, and payment gateways.
  • Monitor site uptime, performance, and errors; coordinate incident resolution with partners.
  • Own a continuous CRO roadmap to improve enquiries, bookings, and conversion rates.

2. Shopify E-commerce

  • Partner with the eCommerce Manager to optimise the Shopify store for Water Babies merchandise.
  • Implement new features, apps, and enhancements to drive online sales.
  • Monitor e-commerce performance, conversion rates, and user behaviour.
  • Ensure seamless integration between Shopify and WordPress where required.

3. Content & User Experience

  • Own the global content strategy and publishing workflows across all sites.
  • Ensure content aligns with Water Babies’ brand voice and supports parent journeys, bookings, and franchise recruitment.
  • Conduct regular content audits; maintain navigation, internal linking, and information architecture.
  • Collaborate with marketing and design teams to deliver accessible, engaging, and user-centred experiences.

4. Data, Insight & Performance

  • Own GA4, Google Tag Manager, and Search Console across all global domains.
  • Build and maintain dashboards in Looker Studio and DashThis for marketing, retail, and leadership teams.
  • Monitor conversion funnels, attribution, and user behaviour.
  • Translate insights into actionable improvements across content, UX, CRO, and technical performance.
  • Work with consent management platforms and Google Consent Mode to ensure compliant measurement across regions.

5. SEO, Search Experience & AI

  • Lead technical SEO across global sites, including Core Web Vitals, crawl/indexation health, and schema markup.
  • Implement international and local SEO strategies for franchise and multi-location pages.
  • Optimise content for modern search experiences, including AI Overviews, featured answers, and entity-based search.
  • Use AI tools responsibly for keyword research, content briefs, and metadata generation, with clear human QA.
  • Monitor organic visibility and search performance across multiple regions and prioritise improvement opportunities.

6. Email Builds & Analysis

  • Own the technical build and deployment of marketing email sends via SendGrid (content provided by the marketing team).
  • Analyse performance data to inform optimisation of future email campaigns.

7. Stakeholder Partnership & Platform Ownership

  • Act as the primary web and platform contact for internal teams and franchise partners globally.
  • Manage intake, prioritisation, and delivery of website requests.
  • Advise stakeholders on best-practice solutions and push back where requests conflict with performance, accessibility, or brand standards.
  • Manage the relationship with our digital agency responsible for core platform development.
  • Deliver guidance and training to franchisees on content management and SEO best practices.
  • Document processes, fixes, and platform knowledge to support scalability.

Required Skills & Experience

  • 3–5+ years’ experience managing WordPress multisite environments.
  • Strong PHP, HTML, CSS, and JavaScript skills, including theme development.
  • Hands-on Shopify experience (products, themes, apps, and CRO).
  • Strong analytics capability: GA4, GTM, GSC, Looker Studio; multi-domain tracking.
  • Technical SEO expertise, including international SEO and structured data.
  • Experience using AI-assisted workflows for SEO and content.
  • Strong prioritisation, stakeholder management, and communication skills.
  • Commercial mindset with a focus on measurable outcomes (leads, bookings, revenue).

Nice-to-Have

  • Experience with US markets and consumers
  • Experience with multilingual sites and hreflang implementation.
  • Experience in franchise, multi-location, or multi-brand environments.
  • Familiarity with booking systems, CRM integrations, and consent management platforms.
  • Awareness of headless or API-driven CMS architectures.
  • Experience with accessibility auditing tools.
  • Basic SQL or API integration experience.

General:

  • Undertake such other duties commensurate with the grade of the post as may be reasonably required.

Job Types: Full-time, Permanent

Pay: £36,000.00-£39,000.00 per year

Benefits:

  • Additional leave
  • Bereavement leave
  • Casual dress
  • Company events
  • Company pension
  • Employee discount
  • Enhanced maternity leave
  • Financial planning services
  • Free parking
  • Health & wellbeing programme
  • Life insurance
  • Paid volunteer time
  • Sick pay

Ability to commute/relocate:

  • Exeter EX5 1AR: reliably commute or plan to relocate before starting work (required)

Education:

  • A-Level or equivalent (preferred)

Experience:

  • WordPress: 2 years (required)
  • Technical SEO: 1 year (required)

Language:

  • English (preferred)

Licence/Certification:

  • Driving Licence (required)

Work Location: Hybrid remote in Exeter EX5 1AR

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