Head of Ecommerce

This is not a conventional digital marketing role. You will own the commercial engine behind the product business: profitable acquisition, e-commerce trading, conversion, CRM and retention, creative performance, marketplaces, analytics and growth strategy.

You will work directly with founder Luke Hersheson, alongside a newly appointed COO, with real autonomy to make decisions, build the capability around you and create a growth engine that performs.

If you want a safe role managing agency meetings and presenting monthly dashboards, this is not it.

If you want to take a brand with real cultural relevance, strong product potential and a founder-led point of view - then build the commercial machine that takes it to the next level - this could be the role.

The opportunity

Hershesons has the brand, founder story, product range and platform to become a major DTC business.

We are now looking for the person who can turn that potential into a repeatable, profitable commercial engine.

You will inherit real foundations:

• A distinctive brand with deep credibility in hair, fashion and culture

• A founder who is deeply involved, ambitious and open to being challenged

• An established DTC product business with clear room to scale

• Existing performance, trading and reporting infrastructure

• A strong operational partner in place through the COO

• The mandate to improve the model, build the team and take ownership

You will not be asked to maintain a finished machine. You will be trusted to build one.

Your mission

Build a disciplined, profitable DTC growth engine capable of taking Hershesons’ product business toward £10m+ and beyond.

You will make better decisions, faster:

• What products deserve focus

• Where to invest acquisition spend

• Which creative, offers and messages are working

• What to scale, what to fix and what to stop

• How to improve conversion, retention and customer value

• Which new growth pathways have earned the right to exist

What you’ll own

E-commerce trading and commercial performance

• Own DTC revenue, contribution and performance across Hershesons.com and relevant marketplaces.

• Run the weekly trading rhythm, turning performance data into clear priorities and commercial decisions.

• Improve conversion rate, AOV, customer experience and repeat purchase.

• Own the trading calendar: launches, offers, bundles, merchandising, upsell, cross-sell, subscription and retention opportunities.

• Ensure product, stock, creative and acquisition activity are aligned around commercial outcomes.

Profitable customer acquisition

• Lead paid growth across Meta, Google and other relevant channels.

• Set clear performance standards around contribution, CAC, MER, ROAS, payback and cash impact.

• Build a high-velocity creative testing engine: stronger briefs, more hypotheses, faster learning and clear scale/kill decisions.

• Hold agencies, specialists and internal teams to a high standard of execution and accountability.

• Know the difference between activity, efficiency and actual commercial scale.

Conversion, creative and brand signal

• Translate the Hershesons brand, founder story and customer insight into creative that performs.

• Work with the founder, creative team and partners to ensure ads, product pages, email, social and marketplaces communicate a consistent, compelling reason to buy.

• Improve product pages, landing pages, offer structure and onsite journeys through continuous testing.

• Build a creative operating system that produces learning - not just content.

CRM, retention and customer value

• Own lifecycle activity across email, SMS, subscription, loyalty, referral and customer segmentation.

• Improve repeat purchase, retention and owned-channel contribution.

• Use customer and cohort data to identify who the highest-value customers are, how they buy and how to acquire more of them.

Data, analytics and commercial planning

• Build a trusted commercial view across Shopify, paid media, Amazon, CRM and finance.

• Go beyond dashboards. You will be able to investigate the underlying data, spot inconsistencies and get to the truth.

• Turn analysis into recommendations: what we should do, what we should stop and why.

• Lead digital forecasting, channel planning, budget allocation and performance reporting.

Leadership

• Lead a lean mix of internal talent, agencies, freelancers and specialists.

• Build the team and operating cadence required for the next stage.

• Operate as a genuine partner to the CEO: arrive with the diagnosis, recommendation and plan.

• Be strategic but stay close enough to execution to make things happen.

What great looks like

Within 12 months:

• The DTC business has a clear weekly commercial rhythm and a trusted performance scoreboard.

• Paid acquisition is improving against explicit contribution and cash standards.

• Creative testing is consistent, structured and producing clear winners.

• Conversion, AOV and repeat purchase are materially stronger.

• Product, budget and creative are concentrated behind the highest-potential commercial opportunities.

• CRM and retention are making a meaningful contribution to revenue and customer value.

• Luke is no longer the default approver, analyst or problem-solver for routine digital decisions.

• Significant experience in a DTC, e-commerce or product-led consumer business.

• Experience owning meaningful revenue, conversion, acquisition or contribution targets.

• Strong working knowledge of Shopify, Meta, Google, CRM/lifecycle platforms, GA4 and e-commerce analytics.

• The ability to analyse performance across channel, product, customer, campaign and cohort level.

• Experience building, shaping or improving reporting and BI - not just reading dashboards created by somebody else.

• Commercial judgement across CAC, MER, ROAS, conversion, AOV, margin, retention and payback.

• Strong creative instincts and the ability to turn customer insight into briefs that convert.

• Experience managing agencies, freelancers, specialists and internal teams.

• High standards, clear communication and the confidence to challenge constructively.

• A bias for action. You can work at pace without becoming reactive.

This role is probably not right for you if:

• Your experience is mainly agency management, campaign planning or brand calendars.

• You are a paid-media specialist who does not want to own conversion, retention and commercial trading.

• You want a large team and a finished infrastructure before you can perform.

• You prefer reporting on performance to changing it.

Pulled from the full job description

• Employee discount
• Company pension
• Casual dress, * You are looking for a remote role. This position is primarily office-based in Fitzrovia, London.

Package and upside

• Salary: £85,000

• Growth incentives: Meaningful performance-based incentives tied to agreed commercial milestones.

• Real ownership: The right person will have the opportunity to build the function, shape the team and create the commercial systems behind a major DTC brand.

• Direct founder access: Work closely with Luke Hersheson and a leadership team committed to building something significant.

We want someone who thinks and operates like an owner. The incentive structure will reward profitable commercial scale, not superficial platform metrics or bigger ad spend.

Q. What is the most meaningful commercial improvement you have personally led in a DTC or e-commerce business, and how did you identify the opportunity?

Pay: £85,000.00 per year

Benefits:

• Casual dress
• Company pension
• Employee discount

Application question(s):

• Q. What is the most meaningful commercial improvement you have personally led in a DTC or e-commerce business, and how did you identify the opportunity?

Work authorisation:

• United Kingdom (required)

Hershesons is one of the most distinctive names in hair.