Digital Growth Manager

Key Purpose

You will own the strategic direction, performance, and continuous improvement of the Labour Party’s web platforms, with accountability for growth, engagement, and digital income. Working closely with the Income Generation Manager and the Deputy CTO, you will lead this as a collaborative partnership—not alone. 

Acting as the organisation’s central authority on website performance and optimisation, you will partner with the Income Generation Manager to drive how our websites convert visitors into supporters, donors, and members—with shared accountability for revenue outcomes and impact. 

You will work across a complex stakeholder environment and with external agencies to deliver high-performing, insight-led digital experiences. With the Deputy CTO as your direct line manager and strategic partner, you will have the technical support, resources, and organisational backing to embed a culture of experimentation, continuous improvement, and measurable impact. 

Digital innovation at Labour

The Labour Party is working to deliver change and build a new Britain — one of security, prosperity and respect for all. We do this by winning elections at all levels across the country. 

The party’s digital operation is at the core of that mission, and is integral to how we understand the public, run campaigns, measure impact, work together and win. 

This role

We’re looking for an experienced digital growth leader with a strong track record in online fundraising, conversion optimisation, and website strategy. 

You will be responsible for setting the direction for how our websites drive engagement, generate list growth, and raise income – working closely with the Income Generation Manager — together you’ll drive high performance outcomes and leading cross-functional collaboration across teams including email, social, paid media, content, and data. 

You will act as product owner for our website platforms, working closely with developers and external agencies to deliver improvements, while leading a structured experimentation programme to continuously optimise performance. 

This role requires exceptional interpersonal and stakeholder management skills, with the ability to influence at all levels of the organisation and bring together diverse teams to deliver shared goals. 

Specific Responsibilities

Strategy & Ownership

• Own the strategy, performance, and continuous improvement of the Labour Party’s web platforms, with accountability for engagement, list growth, and digital income targets 
• Define and deliver a clear roadmap of website improvements, experiments, and new features aligned to organisational and campaign priorities 
• Translate political, campaign, and organisational objectives into measurable digital growth strategies and KPIs 

Income Generation & Growth

• Work closely with the Income Generation Manager – who owns our email channel. Also work with colleagues who manage paid media, and membership to deliver integrated fundraising and growth campaigns 
• Own website-driven income targets across donations, and supporter journeys, with accountability for performance against these goals 
• Support teams across the organisation achieve their income targets – including the Shop/Merchandise team.  
• Lead the optimisation of donation funnels, landing pages, and supporter journeys to maximise conversion and lifetime value 

Product Ownership & Delivery

• Act as product owner for the Labour Party’s website platforms, prioritising and delivering improvements in collaboration with developers and external agencies 
• Manage relationships with external suppliers and agencies to ensure high-quality, timely delivery of web projects and enhancements 
• Ensure websites are performant, accessible, user-focused, and aligned with best practice in UX and digital campaigning 

Experimentation & Optimisation

• Establish and lead a structured experimentation programme to improve conversion, engagement, and supporter journeys 
• Prioritise and deliver A/B and multivariate testing across key pages and funnels, using data and insight to inform decisions 
• Embed a culture of test-and-learn across digital activity, sharing insights and driving continuous improvement 

Data, Insight & Performance

• Define KPIs and success metrics for website performance, growth, and income 
• Monitor, analyse, and report on performance, providing actionable insights and recommendations to senior stakeholders 
• Use data to inform strategic decisions, prioritisation, and campaign optimisation 

Stakeholder & Cross-Organisational Leadership

• Act as the central point of expertise for website strategy, performance, and optimisation across the organisation 
• Build strong relationships with stakeholders across a complex structure, influencing and aligning teams around shared digital goals 
• Support and guide teams, candidates, and MPs to deliver effective, high-performing web content and campaigns 
• Deliver training, guidance, and best practice to ensure consistent, high-quality use of web platforms across the Party 

Person Specification

Must have

Values

• A commitment to the Labour Party’s codes of conduct, mission and values, as set out in its constitutional documents 
• Strong personal commitment to equality, diversity, and inclusion 
• A collaborative partner mindset: you build trust, influence across complex environments, and thrive in partnership with peers (you won’t be siloed) 
• Commitment to high professional standards including accuracy, honesty, quality, and evidence 
• Commitment to a positive learning culture of feedback and continuous improvement 

Great to have  

You will be a good fit for this role if you have some or ideally most of the following. We're not looking for someone who ticks every single box—we're looking for someone with the right motivation and mindset.  

Knowledge

• Strong understanding of digital growth, conversion optimisation, and online fundraising strategies 
• Deep knowledge of website user journeys, UX principles, and mobile-first design 
• Understanding of digital campaign tactics and engagement strategies 
• Strong knowledge of analytics tools, performance measurement, and testing methodologies 
• Understanding of email automation and CRM integration with web platforms 
• Knowledge of web accessibility standards (WCAG) and data protection regulations 
• Familiarity with HTML, CSS, and web technologies 
• Understanding of political communications and campaign messaging 

Experience

• Proven experience owning and delivering digital growth, fundraising, or website performance strategies 
• Experience managing or influencing complex stakeholder environments without direct authority 
• Experience working with external agencies or suppliers to deliver digital products or campaigns 
• Experience optimising donation, e-commerce, or lead generation funnels 
• Experience using data and insight to drive decision-making and performance improvement 
• Experience running structured experimentation or optimisation programmes 
• Experience working with CMS platforms such as WordPress 
• Experience collaborating across disciplines (e.g. email, paid media, data, content) to deliver measurable outcomes 

Skills / Ability

• Exceptional stakeholder management and interpersonal skills, with the ability to influence at all levels 
• Strong strategic thinking and problem-solving ability 
• Excellent communication skills, including the ability to present complex ideas clearly 
• Strong analytical skills and comfort working with data to inform decisions 
• Excellent project and delivery management skills 
• Highly organised with strong attention to detail 
• Ability to manage multiple priorities in a fast-paced environment