ABOUT REFY

We are simplifying beauty. We’re committed to creating products and a community that inspire you to be your most confident self.

You’ll be part of a team that leads with authenticity and is empowered to shape the way we operate, creating an environment that reflects our shared values and aspirations.

We’re always vegan, cruelty and fragrance free and proud to be Leaping Bunny certified. Join us on an exciting journey to cut through an overwhelming market and create products and world-first formulas, that give our customers what they need and want simplified.

Acknowledged by The Sunday Times Best Places to Work 2024 & 2025.

THE ROLE

We’re looking for a highly commercial and hands-on Senior Ecommerce Manager to own the day-to-day performance and continued development of REFY’s global DTC ecommerce business.

Reporting into the Head of Digital, you will lead ecommerce trading across our regional Shopify stores, turning performance data into clear actions and owning a prioritised roadmap across trading, CRO, UX, SEO and technical development. This is a hands-on leadership role: you’ll develop and support the Ecommerce Manager and future Executives while remaining close enough to the detail to analyse performance, troubleshoot issues and execute directly when required.

You’ll be equally comfortable reviewing weekly trading performance with senior leadership, building a business case for additional investment, briefing a development agency, interrogating GA4 or Shopify data and making changes within Shopify yourself.

KEY RESPONSIBILITIES

• Own ecommerce trading performance across REFY’s regional DTC stores, tracking revenue against target and understanding the drivers behind performance across traffic, conversion rate, AOV, product, market, customer and stock availability.
• Lead weekly digital trading, turning data into a clear commercial story: what is ahead or behind plan, why performance has moved, which markets and products are driving the movement and what actions the team should take next.
• Work confidently and hands-on with ecommerce data, using Shopify, GA4 and wider business reporting to interrogate performance, manipulate and pivot datasets and provide analysis in meetings.
• Own and deliver a prioritised 12-month ecommerce roadmap across CRO, UX, onsite merchandising, customer journey, functionality, SEO and technical improvements, identifying the initiatives required to deliver incremental revenue and customer experience improvements.
• Build commercial business cases for ecommerce investment, quantifying the expected opportunity, resource requirements and additional development or technology costs and presenting recommendations to the Head of Digital, Finance and senior leadership.
• Remain hands-on within Shopify, with strong working knowledge of products, collections, merchandising, content, promotions, inventory availability, site configuration and day-to-day ecommerce operations. This role should be able to step directly into execution when required.
• Own website readiness for key trading moments, including launches, promotional periods and Black Friday, ensuring products, stock, pricing, merchandising, content, functionality and customer journeys are accurate and commercially optimised.
• Own the development agency relationship and technical roadmap, writing clear briefs, prioritising development resource, challenging estimates, managing retainers and additional project costs and ensuring work is delivered to the required standard.
• Lead REFY’s CRO and onsite optimisation roadmap, creating a structured test-and-learn roadmap across PDPs, navigation, discovery, checkout, onsite education, cross-sell, upsell, bundles and other opportunities to improve conversion and AOV.
• Own the ecommerce SEO roadmap alongside specialist agency support and Head of Digital, ensuring work is prioritised across technical health, relevance/content, authority/trust and onsite experience, with clear actions, ownership and measurement. SEO should be treated as an ongoing commercial growth workstream rather than solely a content exercise.
• Maintain an omnichannel view of digital performance, understanding DTC alongside retailer ecommerce and bricks-and-mortar performance to identify changes in customer behaviour, channel mix and potential movement of demand between REFY.com and retail partners.
• Lead, coach and develop the Ecommerce Manager and future Executives, setting clear ownership across the team, improving their commercial and technical capability and ensuring responsibilities are appropriately delegated without becoming disconnected from execution.
• Create resilience within the ecommerce team, ensuring critical knowledge and responsibilities are shared so that trading, launches and BAU activity continue effectively during periods of annual leave or absence.
• Partner closely with Digital Marketing, Brand, Commercial, Product, Operations, Finance, CRM and Customer Service to ensure ecommerce priorities reflect the wider needs and commercial objectives of the business.