Director of Digital and Ecommerce - REP Europe

Rep Fitness; Gloucester; On-site; GBP 80,000 - 120,000; Full time

Job summary

A global strength equipment brand is seeking an experienced Director of Digital and Ecommerce in Gloucester. You will lead the online sales strategy, manage Shopify and Amazon FBA, and enhance customer experiences. The ideal candidate has over 10 years in ecommerce leadership and a passion for fitness. This role offers competitive compensation, excellent perks, and the chance to shape a fast-growing business.

Benefits

Participation in global bonus program

25 days annual leave

5% pension contribution

Private healthcare options

Weekly team workouts

Staff discounts on equipment and apparel

Qualifications

• 10+ years' experience in ecommerce leadership, ideally in multi-market D2C retail.
• Proven track record of scaling Shopify and Amazon FBA sales in high-growth businesses.
• Strong understanding of CRO, UX/UI, and digital merchandising best practices.

Responsibilities

• Own the digital sales strategy for REP UK across Shopify, Amazon FBA, and emerging marketplaces.
• Lead ongoing CRO initiatives and manage site merchandising.
• Build and lead a high-performing ecommerce team.

Skills

Ecommerce leadership

Shopify sales

Amazon FBA management

Data-driven decision making

Localization expertise

CRO (conversion rate optimization)

Job description

JOB DESCRIPTION

Job Title: Director of Digital and Ecommerce - REP UK

Department: Digital and Ecommerce

Reports To: CEO - REP UK

Location: Unit 6, Indurent Park, Gloucester, GL10 3EX

Contract Type: Full-time ,Office-Based (No Remote option)

WHO WE ARE:

REP is one of the world's leading strength equipment brands trusted by home gym owners, elite athletes, and commercial facilities worldwide. Founded in 2012 by two brothers, Ryan and Shane McGrotty, with a passion for fitness, we've grown from selling bumper plates out of a small garage to a $170M TTM revenue business with 180+ strength enthusiasts on our team and more than 300,000 sq ft of distribution space across the USA.

REP UK is a shared vision between Shane, Ryan, and our UK CEO, and marks our first major international expansion. From our new UK HQ; home to the UK's largest strength showroom and distribution hubs in Gloucester, UK and Frankfurt, DE, we're building a Hub & Spoke Model, with the UK as the hub and decentralized spokes serving DACH, Benelux, France, Iberia, and the Nordics.

Our mission is bold and simple: Strength Brings Freedom. We believe strength training unlocks the freedom to live fully, physically, mentally, and emotionally.

Our four operational pillars: Innovation, Value, Customer Service, and Community - guide every decision we make.

OUR CORE VALUES:

Think Like a Customer: We empathize with our customers and understand the 'why' behind every decision we make.

Progress not Perfection: We don't let perfect get in the way of good; we are better today than we were yesterday.

Positive Attitude: Be a glass half-full kind of person and remember to have fun.

Teamwork without Ego: We put the team above ourselves; we only win together.

Take Initiative: We drive momentum; if there is an opportunity to make us better, we want to hear it.

THE OPPORTUNITY:

This is your chance to own and scale REP Europe's entire online sales engine. From Shopify to Amazon FBA, you'll be responsible for driving revenue, optimizing conversion, and delivering a seamless digital customer experience across every UK market we serve.

As Director of Digital & Ecommerce, you'll lead the strategy and execution for all online sales channels, ensuring our storefronts not only look world-class but perform at a world-class level. You'll combine data-driven decision-making with a deep understanding of localization, ensuring every market gets an experience that feels made for them.

You'll work closely with Brand, Operations, and Customer Service to ensure the entire digital journey - from the first click to the final delivery - meets REP's high standards. Backed by a $170M US business, but starting from a clean slate in the UK, you can build something truly market leading.

You'll sit on the REP UK Executive Team, reporting directly to the CEO, with full accountability for online sales performance across all UK digital channels.

WHAT YOU'LL DO:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Ecommerce Strategy & Growth:

• Own the digital sales strategy for REP UK across Shopify, Amazon FBA, and emerging marketplaces.
• Develop and deliver a multi-year ecommerce roadmap aligned with growth targets.
• Set and exceed KPIs for traffic, conversion, AOV, and customer lifetime value.

Website Performance & Optimization:

• Lead ongoing CRO (conversion rate optimization) initiatives.
• Manage site merchandising, navigation, and product presentation to maximize sales.
• Oversee all onsite content, ensuring localization and translation for each market.

Amazon FBA & Marketplace Expansion:

• Build and scale REP UK's Amazon FBA presence.
• Manage listings, pricing, promotions, and reviews to ensure brand consistency and sales growth.
• Explore new marketplaces where relevant to our strategy.

Digital Marketing Integration:

• Partner with the Brand & Marketing team to align digital sales and campaign activity.
• Ensure paid media, SEO, email, and social campaigns feed directly into sales performance goals.

Data & Analytics:

• Implement robust analytics for all digital channels.
• Use data to inform decision-making, forecast demand, and identify growth opportunities.

Collaboration & Leadership:

• Build and lead a high-performing ecommerce team.
• Work cross-functionally to ensure seamless integration between sales, operations, and customer service.

WHAT YOU WILL BRING:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• 10+ years' experience in ecommerce leadership, ideally in multi-market D2C retail
• Proven track record of scaling Shopify and Amazon FBA sales in high-growth businesses
• Strong understanding of CRO, UX/UI, and digital merchandising best practices
• Experience managing multi-market localization for ecommerce sites
• Commercial mindset with the ability to balance brand and sales priorities
• Hands-on approach - willing to get into the detail when needed
• Experience building and leading ecommerce teams
• Passion for strength, fitness, and delivering an exceptional online customer experience

YOUR FIRST YEAR AT REP EUROPE:

90 Days

• Immerse yourself in REP's product range, customers, and brand positioning
• Audit current digital sales channels and identify quick wins
• Build relationships with key UK and US stakeholders
• Deliver a 12-month ecommerce growth plan

180 Days

• Launch optimized Shopify storefronts for priority markets
• Deliver first full Amazon FBA sales strategy and activation
• Introduce improved CRO processes and site performance tracking

360 Days

• Demonstrate significant growth in online revenue across channels
• Have a fully operational ecommerce team in place
• Position REP UK as a best-in-class digital sales operator in the fitness industry

COMPENSATION & PERKS:

• Participation in our global bonus program
• 25 days annual leave (excluding public holidays)
• 5% pension contribution
• Private healthcare options
• Weekly team workouts & company-sponsored events
• Staff discounts on REP equipment and apparel

THE FINAL WORD:

REP UK is a once-in-a-career opportunity. We're backed by a $170M US business with world-class products, a loyal customer base, and the capital to grow fast - but in the UK, we're still at the starting line.

We're building a high-performance sports team that happens to run a business. That means no passengers, no silos, no bureaucracy - just a group of ambitious, driven people who want to make REP the number one strength brand in the world.

If you want to be part of the team that makes that happen - and you have the skill, resilience, and ambition to match - then this is your shot.