Head of eCommerce

We’re partnering with one of the UK’s fastest-growing consumer brands to appoint a Head of Ecommerce into a critical, high-impact role.

This is a founder-led business with strong momentum across DTC, Amazon, TikTok Shop and major UK retail partnerships. The brand has built a loyal community, a high-velocity digital channel and a product range that sits at the heart of modern wellbeing.

This is not a website management role. It’s a senior commercial eCommerce role.

About the Role

As Head of Ecommerce, you’ll take ownership of day-to-day Shopify performance and the wider ecommerce trading roadmap.

You’ll be responsible for turning traffic into revenue by improving conversion, customer journey, site experience, landing page performance, subscription UX and AOV. You’ll work closely with the Founder/CEO and senior leadership team, providing clear commercial insight and shaping key investment decisions.

This role needs someone who is hands-on, highly analytical and confident operating at pace. You’ll be deep in the numbers, able to spot issues quickly, understand what’s happening on-site and act fast.

Key Responsibilities

• Take full commercial ownership of the brand’s DTC ecommerce channel, ensuring the site is trading strongly and issues are identified and acted on quickly

• Lead the ecommerce trading rhythm, using performance data to understand what is driving conversion, revenue, basket size and customer behaviour

• Develop and deliver a high-impact optimisation roadmap across the full customer journey, from landing pages and product pages through to cart, checkout and post-purchase

• Improve the connection between paid media activity and onsite performance, ensuring traffic is landing on the right journeys, messaging and offers

• Build a more sophisticated approach to testing, using insight, experimentation and customer behaviour data to prioritise the changes that will make the biggest commercial impact

• Partner closely with brand, performance marketing, CRM and creative teams to improve campaign performance, customer experience and repeat purchase

• Own the onsite strategy for subscriptions, bundles, upsells and merchandising, with a focus on improving conversion, AOV and longer-term customer value

• Lead the ecommerce roadmap across UX, site functionality, technical improvements and trading priorities, ensuring development resource is focused on the highest-value work

• Use analytics tools, customer behaviour insight and trading data to provide clear recommendations to the Founder/CEO and senior leadership team

• Manage and develop the ecommerce function, including direct line management of a Senior UX Manager and day-to-day leadership of external development partners

• Set a high bar for delivery across internal teams and external agencies, ensuring briefs, timelines and outcomes are commercially focused and clearly measured

About You

You’ll have a proven track record in high-growth DTC ecommerce, ideally within consumer goods, wellness, beauty or lifestyle or another fast-moving ecommerce-led category.

• Strong Shopify or Shopify Plus experience

• Deep CRO, testing and experimentation expertise

• A track record of improving conversion, AOV and ecommerce trading performance

• Experience connecting paid media traffic to landing page and site performance

• Strong understanding of subscriptions, bundles, merchandising and LTV drivers

• Confidence using GA4, Shopify analytics, heatmaps and behavioural data

• Experience leading ecommerce teams and external development/CRO/tech partners