The Growth Foundation
Head of eCommerce
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Head of eCommerce
Head of Ecommerce – Critical, High-Impact Role in the UK
We’re partnering with one of the UK’s fastest-growing consumer brands to hire a Head of Ecommerce into a senior commercial role. This is a founder-led business with momentum across direct-to-consumer (DTC), Amazon, TikTok Shop, and major UK retail partnerships.
The brand has established a loyal community, a high-velocity digital channel, and a product range central to modern wellbeing. This is not just a website management role—it’s a hands-on, data-driven ecommerce position.
About the Role
The Head of Ecommerce will oversee Shopify performance, trading strategy, and optimisation initiatives to maximise revenue.
- Responsibility areas:
- Driving commercial growth by enhancing conversion rates and average order value (AOV)
- Improving customer journey, site experience, and subscription user experience (UX)
- Working closely with the Founder/CEO and senior leaders to shape investment decisions
- Acting decisively using real-time data to identify and solve issues
This role requires a fast-paced, analytical leader who thrives in a high-growth environment. You’ll be expected to:
- Deeply analyse traffic conversion, customer behaviour, and revenue patterns
- Deliver insights that drive commercial impact
Key Responsibilities
Commercial Leadership
- Take full ownership of the direct-to-consumer (DTC) ecommerce channel, ensuring strong profitability and quick issue resolution.
- Lead ecommerce trading rhythms, using performance data to understand factors driving conversion, revenue, basket size (AOV), and LTV (lifetime value).
Optimisation & Conversion Strategy
- Develop and execute a high-impact optimisation roadmap across the entire customer journey:
- Landing pages
- Product pages
- Shopping cart and checkout flows
- Post-purchase UX elements
- Align paid media campaigns with onsite performance to optimise:
- Landing page relevance
- Messaging effectiveness
- Offer tailoring
- Sophististicated testing: Leverage experiments, A/B testing, and behavioural data to prioritise the highest-impact commercial changes.
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Partnering Across Teams
- Collaborate directly with brand, performance marketing, CRM, and creative teams to improve:
- Campaign performance
- Customer retention
- Repeat purchase rates
- Lead ecommerce strategy for:
- Subscriptions
- Bundles
- Upsells
- Merchandising
- Focus on converting single purchases into recurring revenue.
Technical & Roadmap Leadership
- Guide the ecommerce roadmap, including:
- UX improvements
- Site and technical functionality enhancements
- Development priorities to drive ROI
- Ensure real-time trading insight and lead analytics initiatives by:
- Mastering GA4, Shopify Analytics, heatmaps, and behaviour tags.
- Providing clear recommendations for Founder/CEO and senior leadership.
Team & Development Management
- Lead the ecommerce function and:
- Directly manage a Senior UX Manager
- Provide day-to-day leadership for external development partners (focusing on CRO/technical functions).
- Set a commercial bar for all teams and agencies, ensuring:
- Aligned briefing, timing, and outcomes.
- Clear performance metrics.
About You
This role demands a candidate with a proven track record in high-growth DTC ecommerce, particularly within categories such as:
- Consumer goods
- Wellness
- Lifestyle (fashion, home, beauty)
- Ecommerce-led businesses.
Critical Experience
- 3+ years in a senior ecommerce role with end-to-end ownership over performance, strategy, and lead generation.
- Deep technical expertise in Shopify (and Shopify Plus).
- Specialised skills in Conversions Rate Optimisation (CRO), testing methodologies, and data-driven decision-making.
- Experience increasing various ecommerce KPIs, including:
- Conversion rate – ideally driving double-digit YoY growth.
- AOV (average order value) through merchandising and UX.
- Revenue growth above/beyond the company average.
- Expertise in connecting paid media traffic (search, social, programmematic) to landing page performance.
- Strong analytical foundation with confidence in using tools such as:
- GA4 (Google Analytics)
- Shopify Analytics
- Hotjar, CLoud Flare, or similar behavioural data tools.
- Experience implementing automation, AI, and dynamic pricing as performance drivers.
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Desirable (Bonus)
- Hands-on coding or agency partnership experience (MaxCDN, VC—off-peak focused) to streamline testing efforts.
- An MBA or qualifications in ecommerce business intelligence.
Why You’ll Enjoy This Role
Impact & Growth
- Within a fast-scaling, founder-backed business, your decisions will shape the entire company’s ecommerce strategy.
- Diverse revenue streams: dominate DTC, Amazon, and retail partners.
Flexibility & Autonomy
- Work in Shrewsbury—flexible hybrid work options available (please let us know before interview if you’d prefer remote days).
- No micromanagement: this is a hand-on, management, and executive-level role.
Career Evolution
- Opportunity to shape the future of the brand; long-term growth track.
If this role excites you and you’re ready to drive rapid ecommerce growth in a dynamic environment, we encourage you to apply.
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