Keplin Group Limited
Commercial Director
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Role Purpose
The Commercial Director is a senior leadership role responsible for the end-to-end commercial performance of Keplin Group's full commercial proposition, owning both the Buying function and the Sales function as a single commercial unit. This role holds full accountability for margin, channel strategy, sales strategy, supplier relationships, and sales performance across Keplin's multi-brand portfolio, spanning all E-commerce platforms, D2C and B2B.
Key Responsibilities
- Own the commercial P&L across buying margin and sales performance, reporting directly on gross margin, stock turn, and channel profitability, including establishing a budgeting framework across buying and NPD spend and building unified P&L visibility across all sales channels.
- Define a clear commercial strategy for Keplin’s proposition across all selling channels, including decisions on product differentiation (specification, barcoding, imagery), pricing governance, and stock allocation, to prevent cross-channel pricing conflicts.
- Lead, develop, and line manage the teams, setting clear objectives and building a high-performing, accountable functions.
- Provide commercial oversight and sign-off to the Buying function, working closely with the Category Managers, who retain day-to-day management of buyers.
- Set and deliver range and category strategy across all Keplin brands, balancing commercial margin targets with channel-specific requirements.
- Oversee sales performance across all channels working closely with marketing.
- Manage open-to-buy planning and work closely with the Inventory & Demand Planning function to align stock cover, seasonality, and import lead times with the Stratford-upon-Avon warehouse operation.
- Own sign-off authority for new product development, operating within the budgeting framework established for the buying function.
- Provide accurate, data-led commercial reporting and forecasting to the CEO and wider leadership team.
- Lead on retailer commercial disputes and claims processes where relevant, working with Operations and Finance.
- Ensure all buying and sales practices comply with relevant UK regulatory requirements, including fair trading and supplier payment practices.
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Essential Experience
- Significant senior experience in multi-channel D2C and marketplace trading (Amazon, Shopify, TikTok Shop or equivalent), ideally alongside exposure to B2B wholesale/retail trading.
- Track record at senior level owning category strategy, margin architecture, and commercial governance across a multi-brand or multi-category portfolio, with experience directing — rather than personally executing — buying and supplier negotiation.
- Demonstrable ownership of a multi-channel commercial P&L, with deep fluency in gross margin, markdown, stock turn, and the levers connecting buying decisions to bottom-line performance.
- Experience leading a sales team and providing commercial oversight and sign-off to a buying function, and leading cross-functional commercial teams.
- Strong forecasting and demand planning fluency, with experience shaping commercial strategy alongside inventory/demand planning functions.
- Confident, senior stakeholder management experience, with a track record of influencing and reporting at CEO/Board level.
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Desirable Experience
- Experience in FMCG or fast-moving consumer goods categories.
- Strategic fluency in Amazon commercial mechanics (co-op, Amazon Ads, Buy Box dynamics) at a P&L level, rather than day-to-day account operation.
- Senior-level experience resolving retailer commercial disputes and claims, including within GSCOP-regulated grocery retail relationships.
- Experience building commercial governance, budgeting, or P&L reporting infrastructure from the ground up in a scaling business.
Key Competencies
- Commercial and financial acumen — comfortable building, owning, and defending the numbers behind a multi-channel P&L.
- Senior negotiation and influencing skills, internally and with retail/wholesale partners.
- Data-led decision making, balanced with strong commercial instinct.
- Change management and team leadership — building functions, processes, and governance through organisational growth or restructuring.
- Decisive, action-oriented leadership — comfortable making commercial calls at pace and owning the outcome.
- Clear, confident communication with CEO-level and cross-functional stakeholders.
- Resilience and adaptability suited to a fast-scaling, multi-brand consumer business.
Additional Information
Keplin Group Limited is a multi-brand consumer goods and e-commerce business, trading across Shopify, Amazon, TikTok Shop, D2C, and wholesale/retail channels. Keplin's operations span its UK head office in Uxbridge, a warehouse in Stratford-upon-Avon, and a back-office team in Navi Mumbai.
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