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Free Soul exists for one reason: women's wellbeing. Not the sanitised, industry-standard version - the honest, everyday reality of what it means to feel well. As a woman. We were founded by a mother and son who lived it personally, and that origin shapes everything: the products we make, the community we've built, and the standard we hold ourselves to.
We create expertly formulated supplements with clinically tested ingredients - protein, greens, collagen, electrolytes - designed around every woman's unique needs.
Commercially, we're one of the UK's fastest-growing consumer brands. Running north of £50m+ in revenue & EBITDA positive, with a high-velocity Shopify store, a category leading Amazon channel, and a strong TikTok Shop presence alongside a new retail business with accounts such as Boots, Holland & Barrett, and Tesco. The brands we benchmark against are the ones setting the standard at the elite level of DTC - it is our commercial mission to be setting new standards in ecommerce trade.
Working here is more than a job. It's a team that leads with ownership, shows up with purpose, and genuinely believes in what we're building. We take our work seriously. We don't take ourselves too seriously. The best ideas come when people feel trusted, challenged, and comfortable enough to take their shoes off.
Our Shopify store is good. We want it to be elite. That's why this role exists.
What You’ll Be Doing
This is not a website management role. This is a critical commercial role - and you'll be working closely with the CEO.
You'll be joining at the exact inflection point: Meta ad spend scaling aggressively, a growing creative engine behind it, a brand that converts. The missing piece is a Head of Ecommerce who can turn traffic into revenue at a standard that matches the best DTC operations in the world.
Your mandate is triple-digit Shopify revenue growth. You'll own the full UX journey, landing page strategy, ad congruence, conversion architecture, subscription account experience, and the commercial roadmap that ties it all together. You'll work closely with the CEO, present at trading reviews, and your instincts will shape real investment decisions.
Responsibilities include:
Conversion rate & LP testing
- Own CVR as your north star - obsess over continuous improvement, and across every meaningful traffic segment
- Build and lead a world-class CRO programme: hypothesis generation, A/B and multivariate testing infrastructure, prioritisation frameworks, and a team culture where experimentation is the default
- Develop a world class landing page experimentation system purpose-built for paid traffic - fast to iterate, and always connected to what's running in Meta and TikTok
- Set the commercial bar: every page, every upsell, every touchpoint must earn its place
- Own the connection between ad and landing experience - work closely with our performance team & brand team to message match, offer alignment, and friction removal from click to conversion
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UX & site architecture
- Audit and architect the end-to-end site journey with a DTC best-in-class lens - homepage, PDP, bundle pages, cart, checkout
- Obsess over mobile UX - that's where our customer lives and our standards need to reflect it
- Own site speed and Core Web Vitals as a commercial priority
- Lead the tech team relationship, own the development roadmap, and ensure delivery is tight, prioritised, and commercially motivated
- Use heatmaps, session recordings, and behavioural data to identify drop-off and act on it fast
Subscription & LTV architecture
- Own the site experience around subscription acquisition and the friction points that impair recurring revenue
- Work with CRM to ensure the pause, cancel, and winback efforts on-site are converting, not leaking
- Think beyond the first order - the site should be actively building LTV, not just acquiring customers
Bundle, merchandising & AOV
- Own the product display, cross-sell, and upsell logic across PDPs, cart, and checkout - AOV is as much a site focus as a pricing focus
- Build a bundle and merchandising strategy that increases basket value without compromising conversion
- Lead promotional and campaign infrastructure - Black Friday, product launches, seasonal moments - with a go-live playbook that means the site performs under pressure
SEO & organic
- Set the SEO strategy and hold the agency accountable for meaningful organic traffic growth
- Ensure we're building long-term search equity alongside the paid performance engine
Analytics & commercial intelligence
- Own the data layer - GA4, Shopify analytics, heatmaps, session recordings - and use it to build a sharp commercial picture for the CEO and SLT
- Be the person in trading reviews who can explain what's happening on site, why, and what we're doing about it - with clarity and conviction
Team & agency leadership
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- Work closely with the CEO and operate as a senior voice in the business - this is a leadership role where the ideal candidate isn't afraid of getting their hands dirty
- Line manage and develop the Ecommerce team, including a Senior UX Manager
- Hold external partners - CRO agency, tech team - to the highest standard: clear briefs, clear accountability, clear results.
What we’re looking for in you
You've been here before. You've worked at a serious DTC brand operating at the elite level of ecommerce, and you know what best-in-class Shopify performance looks like. You've moved the numbers at scale - not just owned a roadmap.
- Proven track record of driving Shopify or DTC ecommerce growth at a high-growth consumer brand
- Deep CRO expertise - you can build the programme, run the tests, and translate results into commercial decisions
- Landing page and ad congruence experience - you understand the paid-to-site journey and know how to close the gap
- Experience owning subscription UX, bundle strategy, and AOV optimisation
- Shopify Plus fluency and strong command of GA4 and ecommerce analytics
- People leadership experience - you know how to build a team and hold a high bar
- The commercial instincts to present confidently to a CEO and SLT, and influence real investment decisions
- Strong enough to hold agencies and tech partners accountable - diplomatically but firmly
You’ll thrive here if you’re
- You're energised, not intimidated, by a business that moves fast and expects a lot
- You've outgrown somewhere that’s become more corporate and want real ownership of a channel that matters
- You hold yourself to a higher standard than the brief - the brief is the floor, not the ceiling
- You want to build something that gets talked about in the industry - not just a website, but a conversion engine others benchmark against
- You care about what the brand stands for - women's health is not a trend for us, it's the whole point
What you’ll get in return
- Flexible hours with core hours 10:00–16:00
- Hybrid working: 3 days in the office, 2 days at home
- Work from anywhere for 2 weeks a year
- 25 days holiday + bank holidays + your birthday off!
- Enhanced Family Leave
- Free Soul product pantry in the office, plus your monthly essentials delivered to your door
- 30% friends and family discount
- Pension plan
- Access to Vitality health insurance
- Team socials, lunch & learns and internal events
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