Head of eCommerce

• Own end-to-end ecommerce performance. Set the strategy and roadmap for both websites to maximise revenue, profitability and customer lifetime value.
• Drive commercial KPIs. Be accountable for CM2, average order value, conversion, and new vs returning customer mix - using insight to prioritise activity that delivers profit per visit.
• Lead and develop the optimisation function. Line-manage the CRO Manager: set objectives, coach on experimentation discipline, conversion copy and UX improvements, and review test plans and outcomes.
• Coordinate technical and merchandising resources. Manage a fractional technical lead and fractional merchandising resource to ensure platform stability, rapid feature delivery, catalogue health and effective site merchandising.
• Own the testing and personalisation agenda. Establish and run an evidence-led experimentation programme across both sites to increase conversion and average order value.
• Optimise the customer journey. Use customer insight, analytics and user research to remove friction across discovery, selection and checkout for both new and returning customers.
• Commercial planning and stakeholder management. Work closely with marketing, operations and supply chain to align promotions, stock availability and media investment with site capability and margin targets.
• Reporting and governance. Own regular performance reporting for the senior leadership team, set OKRs for the ecommerce function and ensure robust post-campaign analysis.

• Proven experience running ecommerce operations for multi-site DTC businesses or complex retail environments.
• Track record of improving CM2 (profit per visit) and balancing acquisition vs retention strategies.
• Strong commercial mindset with demonstrable experience using data and testing to drive decision-making.
• Experience line-managing senior digital specialists and working with fractional or external technical and merchandising partners.
• Good technical understanding of ecommerce platforms, analytics, tagging and CRO tools (e.g. Google Analytics/GA4, experimentation platforms).
• Excellent stakeholder management and communication skills, able to translate insight into commercial plans.
• Comfortable with hybrid working and occasional travel between offices or sites.

We welcome candidates at a range of experience levels; the right person will combine strategic vision with hands-on execution and a relentless focus on profit per visit.

We are working with a fast-growing business that operates two direct-to-consumer websites. They are seeking an experienced Head of eCommerce to lead digital trading, optimisation and merchandising across both sites whilst leading a small team.