Blue Vanilla
Head Of Ecommerce And Digital Growth
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Head of E-commerce & Digital Growth
Location: Whitechapel, London (Full-time Office Based)
Reports to: Director
Job Type: Full-time
About the Role
We are seeking an experienced, commercially driven Head of E-commerce & Digital Growth to lead and accelerate the online growth of our fashion brands, Blue Vanilla and Pink Vanilla.
This is a strategic yet hands-on leadership role with responsibility for driving the performance of our Shopify websites, digital marketing, CRM, online marketplaces and wider digital trading activities. You will play a key role in shaping our digital strategy, identifying new commercial opportunities and delivering sustainable, profitable growth.
As digital retail continues to evolve, we are looking for someone who is naturally curious, commercially minded and passionate about innovation. You will embrace new technologies, AI and emerging digital trends, continually identifying smarter ways of working that enhance customer engagement, strengthen our brands and improve business performance.
Working closely with the Directors and department heads across Buying, Merchandising, Retail, Marketing, Operations and Customer Services, you will help shape the future direction of the business. This is an opportunity to make a genuine impact by connecting our online, social and retail channels to create a modern omnichannel fashion business.
Key Responsibilities
Website & E-commerce Management
- Lead the day-to-day performance, optimisation and commercial trading of both Shopify websites.
- Continually improve website navigation, merchandising, search functionality, customer journey and conversion rates.
- Oversee product merchandising, collections, promotions and content to maximise sales opportunities.
- Monitor website performance, customer behaviour and analytics to drive continual improvements.
- Ensure all digital platforms deliver an engaging, seamless and commercially effective shopping experience.
Digital Marketing & Customer Acquisition
- Develop and execute customer acquisition strategies across Meta, Google and other relevant digital platforms.
- Maximise return on advertising spend through continual optimisation and performance analysis.
- Manage relationships with external agencies and technology partners where appropriate.
- Identify emerging marketing opportunities and new customer acquisition channels.
- Support SEO initiatives and continually improve organic visibility.
CRM & Customer Retention
- Lead the email and SMS marketing strategy using Attentive, Klaviyo or similar CRM platforms.
- Build automated customer journeys that improve customer lifetime value and repeat purchase rates.
- Segment audiences and deliver targeted campaigns based on customer behaviour.
- Develop initiatives that strengthen customer loyalty and long-term engagement.
Marketplace Management
- Manage and grow our third-party marketplace business, including Mirakl partners such as Debenhams, Matalan and Freemans.
- Oversee marketplace merchandising, pricing, stock feeds and operational performance.
- Identify commercially viable opportunities to expand onto additional UK and international marketplaces.
- Ensure operational excellence across all marketplace channels.
Omnichannel Growth & Retail Integration
We are committed to developing Blue Vanilla and Pink Vanilla into true omnichannel fashion brands, creating a seamless customer journey across online, social and physical retail.
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You will:
- Develop initiatives that better connect our websites with our retail stores.
- Work alongside Retail and Operations teams to create joined-up customer experiences across every touchpoint.
- Explore future omnichannel opportunities including Click & Collect, Ship-from-Store, Endless Aisle and other digitally enabled retail services where commercially appropriate.
- Create campaigns that integrate digital marketing with in-store activity, product launches and events.
- Continually identify opportunities that strengthen the relationship between our digital platforms and physical retail estate.
Commercial Performance
- Take ownership of the commercial performance of the online business.
- Monitor sales, profitability, ROAS, MER, customer acquisition costs, conversion rates and customer lifetime value.
- Produce regular commercial reports with clear recommendations and actionable insights.
- Work closely with Buying and Merchandising teams to maximise trading opportunities.
- Support promotional planning and seasonal trading strategies.
- Share customer insights and market intelligence to support wider business decisions.
- Collaborate with department heads to identify new commercial opportunities, improve operational efficiencies and maximise profitability across all sales channels.
Creative Content, Brand & Social Media
- Lead the planning and execution of engaging digital content across our websites, social media platforms and marketing campaigns.
- Oversee the workflow of our in-house photography studio, managing both traditional photography and AI-generated imagery to deliver high-quality visual content efficiently.
- Drive the creation of innovative social media campaigns across Instagram, TikTok and emerging platforms that strengthen brand awareness, increase engagement and attract new customers.
- Continually explore exciting new ways to showcase our brands through short-form video, creator content, live shopping, behind-the-scenes storytelling and emerging digital content formats.
- Work collaboratively with Retail, Buying and Marketing teams to create engaging campaigns around new collections, store activity and seasonal launches.
- Encourage and inspire teams across the business to become ambassadors for the brands through authentic social media, video content and creative storytelling.
- Continually enhance the presence of Blue Vanilla and Pink Vanilla by ensuring our content remains fresh, commercially relevant and aligned with evolving consumer trends.
- Ensure all creative output reflects the identity, values and commercial objectives of both brands.
Innovation & Digital Growth
- Stay at the forefront of emerging e-commerce trends, AI technologies and changing consumer behaviours.
- Continually identify opportunities to improve customer experience, operational efficiency and commercial performance.
- Evaluate, recommend and implement new technologies, automation tools and digital solutions that enhance marketing, merchandising, reporting and business operations.
- Regularly present innovative ideas and commercial opportunities to the Directors that support the continued growth and evolution of the business.
- Champion a culture of innovation by encouraging collaboration across departments and challenging existing processes to identify smarter ways of working.
- Help shape the long-term digital strategy of the business, ensuring Blue Vanilla and Pink Vanilla remain competitive within an ever-changing retail landscape.
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Leadership
- Lead the digital function with energy, accountability and a continuous improvement mindset.
- Work closely with the Directors and department heads to ensure digital initiatives support wider business objectives.
- Build strong collaborative relationships across Buying, Merchandising, Retail, Marketing, Operations and Customer Services.
- Inspire colleagues across the business to embrace innovation, digital thinking and new technologies.
- Share market insights, customer trends and commercial opportunities that contribute to the continued growth of the business.
- Act as a trusted business partner, helping shape strategic decisions that strengthen both brands and support long-term growth.
Skills & Experience
We’re looking for someone with:
- Proven experience leading an e-commerce function within a fashion, lifestyle or consumer retail business.
- Strong hands-on experience managing Shopify websites.
- Excellent knowledge of Meta Ads Manager, Google Ads and digital acquisition strategies.
- Experience using CRM platforms such as Attentive, Klaviyo or similar.
- Experience managing online marketplaces, ideally Mirakl.
- Strong commercial understanding of key e-commerce metrics including ROAS, MER, Conversion Rate, Customer Acquisition Cost and Customer Lifetime Value.
- Experience coordinating digital content creation, photography and social media.
- Excellent analytical, organisational and project management skills.
- A passion for innovation, AI and emerging digital technologies.
- The confidence to challenge existing ways of working and introduce new ideas that drive measurable improvements.
- Experience working within a fast-paced fashion or consumer retail environment.
What We’re Looking For
The successful candidate will be:
- A commercially minded digital leader.
- Strategic in their thinking whilst remaining hands-on in their approach.
- Passionate about fashion, digital retail and brand building.
- Creative, innovative and always looking for new opportunities.
- Data-driven with excellent commercial judgement.
- Highly organised and capable of managing multiple priorities.
- A collaborative leader who enjoys working across departments and bringing people together.
- An excellent communicator who inspires confidence and delivers results.
Why Join Us?
This is an exciting opportunity to help shape the future of two established fashion brands.
You’ll have genuine ownership of our digital growth strategy, the freedom to introduce new ideas and technologies, and the opportunity to influence the future direction of the business.
Working closely with the Directors and teams across the company, you will play a key role in strengthening our brands, growing our omnichannel presence and creating engaging customer experiences that connect online, social media and retail into one seamless journey.
If you are commercially driven, passionate about digital innovation and excited by the opportunity to build the next chapter of Blue Vanilla and Pink Vanilla, we’d love to hear from you.
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