Jane Armour

Head of Ecommerce @Rabbie\'s Tours

Edinburgh, GB

As Head of Marketing & eCommerce at Rabbie’s, I lead the brand, growth, and digital strategy for one of the UK’s most loved small-group travel operators. My role spans end-to-end ownership of customer acquisition, digital performance, brand storytelling, and commercial eCommerce delivery across multiple global markets with a focus on the US and Canada as well as emerging markets such as China and India.I’ve been instrumental in evolving Rabbie’s from a much-loved local brand into a digitally agile, travel brand, combining storytelling with performance marketing to drive scalable growth and a social first approach. This includes expanding their new brand identity across digital, TV, and out-of-home; optimising the customer journey through data-driven CRO; and scaling paid media to deliver double digit sales growth.Key areas I oversee:Multi-channel performance (paid search, social, programmatic, SEO)Brand strategy and campaign planningeCommerce/direct channel trading and website UX optimisationCustomer insights and analytics via CRMWorking cross-functionally with product, sales, tech, and operations, I ensure our marketing strategy aligns with both customer experience and commercial priorities. I also champion sustainable, responsible travel as part of our commitment as a B Corp-certified company.

The Glasgow School of Art

BA Hons, Textile Design