Head of Ecommerce

Fantastic opportunity for a head of ecommerce to lead the next phase of growth for an established DTC food brand, with broad ownership across ecommerce trading, acquisition, CRM, loyalty and subscription

• Fantastic opportunity for a Head of Ecommerce
• To lead the next phase of growth for an established D2C brand

• Own the commercial performance and growth plan for the DTC ecommerce channel.
• Build and deliver the digital trading plan across pricing, promotions, bundles, product launches and seasonal campaigns.
• Identify opportunities to grow traffic, conversion, average order value, repeat purchase and customer lifetime value.
• Work closely with the Head of Buying on range, pricing, product availability, new bundles and promotional activity.
• Use customer and trading insight to influence the NPD pipeline and support successful product launches.
• Develop a clear acquisition strategy across paid, owned, organic and partnership channels.
• Review paid-media performance and ensure agencies are focused on the right commercial outcomes.
• Recommend which ecommerce capabilities should remain with specialist agencies and which could be developed internally.
• Develop the CRM and customer-retention plan across segmentation, automated journeys, campaign activity and customer communications.
• Shape the future loyalty proposition and assess platforms such as Yotpo and relevant alternatives.
• Develop the subscription model, with a focus on customer value, flexibility, retention and profitable growth.
• Set a joined-up campaign calendar across product, trading, paid media, CRM and content.
• Shape the content plan across the website, campaigns, customer communications and product launches.
• Review how Shopify, Klaviyo and the wider ecommerce technology stack can support the growth plan.
• Assess the potential role of marketplaces and recommend whether, when and how the business should enter them.
• Build a strong understanding of suppliers, stock, fulfilment and supply chain.
• Ensure ecommerce plans are commercially and operationally realistic for a food business.
• Produce clear reporting across revenue, margin, conversion, acquisition cost, retention and lifetime value.
• Work closely with the MD and senior leadership team, providing clear recommendations and regular updates.
• Bring positive energy and direction, helping people across the business understand and believe in the ecommerce plan.
• Remain close enough to execution to turn ideas into action quickly.

• Senior ecommerce experience within a DTC, FMCG or consumer brand.
• Experience owning the commercial performance of an ecommerce channel rather than one individual part of it.
• A track record of helping scale a DTC business or channel through a meaningful growth stage.
• Experience within DTC food or a subscription-led business would be particularly relevant.
• Experience of fresh, chilled or frozen products would be a major advantage.
• Strong digital trading experience across pricing, promotions, bundles, range, margin and campaign planning.
• A good understanding of customer acquisition, onsite conversion, CRM, loyalty and retention.
• Experience developing subscription or repeat-purchase propositions.
• Practical experience using Shopify, Klaviyo or comparable ecommerce and CRM platforms.
• Experience managing paid-media, creative or development agencies.
• The commercial confidence to challenge agencies and make clear decisions about spend and performance.
• Experience working closely with Buying, Product, NPD, Operations or Supply Chain teams.
• An understanding of how suppliers, stock, fulfilment and operational costs affect ecommerce decisions.
• The ability to use customer insight to inform product development and NPD.
• Experience of both a larger, structured organisation and a smaller, faster-moving business would be valuable.
• The ability to balance strategic decisions with hands-on delivery.
• Confidence working with an MD and senior leadership team.
• A positive and straightforward leadership style, with the ability to create momentum and bring people with them.
• The curiosity to ask good questions and understand the business before jumping to solutions.
• Candidates from adjacent DTC sectors may also be considered, particularly within nutrition, health and wellness, personal care, pet care and other repeat-purchase FMCG categories.