Ecommerce Manager

Birmingham City FC; Birmingham; Hybrid; GBP 55,000 - 75,000; Full time

Job summary

Birmingham City Football Club is seeking an ambitious E-commerce Manager to lead its digital retail operation and drive online revenue growth globally. You will own the online store experience, set the eCommerce strategy, and collaborate with internal teams and external partners to maximise performance.

Reporting into the Commercial team, you will optimise the customer journey, monitor KPIs, and deliver insights to support pricing, campaigns, and product strategy.

Qualifications

• Proven experience in an eCommerce management, digital trading, or online retail role.
• Demonstrable success in growing online sales and improving customer experience.
• Experience using eCommerce platforms such as Magento, Salesforce Commerce Cloud, Shopify, or equivalent.
• Strong understanding of SEO, CRM, digital merchandising, and performance marketing.

Responsibilities

• Develop and execute a data-driven eCommerce strategy aligned with the Club's retail and commercial objectives.
• Identify opportunities to increase online revenue, improve conversion rates, and support long-term customer retention.
• Monitor market trends, competitor activity, and emerging technologies to drive innovation and growth.
• Lead day-to-day management of the online store(s) across desktop, mobile, and other digital platforms.
• Analyse customer behaviour and purchasing trends to optimise the online shopping journey.
• Champion supporter satisfaction across all digital retail channels.
• Monitor trading activity, stock availability, customer data, and KPIs; produce regular reports.
• Collaborate with Digital, Marketing, Content, and Retail teams on launches and campaigns.

Skills

eCommerce management

Digital trading

Online retail

Analytics

Stakeholder management

Tools

Magento

Salesforce Commerce Cloud

Shopify

Google Analytics

Power BI

Excel

Job description

Permanent | Full-Time (37.5 hours per week)

Birmingham City Football Club is on the rise.

With an incredible history dating back to 1875, Birmingham City Football Club is part of an exciting period of accelerated growth and modernisation and is playing its part in a once-in-a-generation opportunity to support the transformation of England's second city through the Sports Quarter project.

With significant investment across our football, commercial, and community operations, we are rebuilding the Club for long-term success, both on and off the pitch. The journey we're on involves strengthening our structures, elevating our performance environments, growing our teams, and investing heavily in the people, processes, and culture that will define the next chapter of Birmingham City FC.

We are looking for an E-commerce Manager to lead and develop our digital retail operation, driving online revenue growth and delivering an exceptional customer experience for supporters around the world.

This is an exciting opportunity to play a key role in the Club's commercial growth during a transformative period for Birmingham City Football Club.

The Role

Reporting into the Commercial team, the E-commerce Manager will take ownership of the Club's online retail platforms, ensuring a seamless, engaging, and high-performing shopping experience across all digital touchpoints.

You will lead the delivery of the Club's eCommerce strategy, working closely with internal departments and external partners to increase revenue, improve customer experience, and maximise the performance of our digital retail channels.

Combining strong commercial acumen with a customer-first mindset, you will use data, insight, and industry best practice to identify opportunities for growth and deliver a best-in-class online shopping experience.

Key Responsibilities

• Develop and execute a data-driven eCommerce strategy aligned with the Club's retail and commercial objectives
• Identify opportunities to increase online revenue, improve conversion rates, and support long-term customer retention
• Monitor market trends, competitor activity, and emerging technologies to drive innovation and growth

Online Store Management

• Lead the day-to-day management of the Club's online store(s), ensuring a high-quality user experience across desktop, mobile, and other digital platforms
• Maintain product listings, merchandising, navigation, and promotional activity to maximise performance and engagement

Customer Experience & Journey Optimisation

• Analyse customer behaviour and purchasing trends to optimise the online shopping journey
• Identify opportunities to improve user experience, reduce customer friction, and increase conversion throughout the purchase process
• Champion supporter satisfaction across all digital retail channels

Performance Reporting & Insight

• Monitor trading activity, stock availability, customer data, and key commercial KPIs
• Produce regular reports and insights to support decision-making and drive improvements across the eCommerce operation
• Utilise analytics to support product strategy, pricing, promotional activity, and commercial planning

Campaign Delivery & Collaboration

• Work closely with Digital, Marketing, Content, and Retail teams to support product launches, campaigns, seasonal activity, and matchday activations
• Ensure digital retail initiatives are aligned with wider Club objectives and commercial priorities

Partner & Platform Management

• Manage relationships with third-party eCommerce providers, logistics partners, and customer service suppliers
• Ensure operational excellence and high standards of service delivery across all aspects of the digital retail operation

About You

We are looking for a commercially minded and customer-focused eCommerce professional who is passionate about delivering exceptional online retail experiences and driving sustainable revenue growth.

You will be proactive, analytical, and highly organised, with the ability to thrive in a fast-paced and ambitious environment.

• Proven experience in an eCommerce management, digital trading, or online retail role
• Demonstrable success in growing online sales and improving customer experience
• Experience using eCommerce platforms such as Magento, Salesforce Commerce Cloud, Shopify, or equivalent
• Strong understanding of SEO, CRM, digital merchandising, and performance marketing.
• Proficiency with analytics and reporting tools including Google Analytics, Power BI, and Excel
• Experience using customer and commercial data to drive decision-making
• Excellent project management and organisational skills
• Strong communication and stakeholder management abilities
• A collaborative and detail-oriented approach with a passion for customer experience
• Experience working within sport, entertainment, or consumer retail environments.
• Experience operating within a football club or sports eCommerce setting.
• Understanding of supporter engagement and fan-focused retail experiences

Terms of Appointment

• 37.5 hours per week
• Hybrid working policy, with up to 2 days remote working per week
• 23 days annual leave, increasing with length of service

Additional Information

• Flexibility with working hours is required to meet the demands of the role
• Applicants must be eligible to live and work in the UK.

What Can We Offer You?

• 23 days annual leave plus bank holidays.
• Complimentary matchday tickets for Men's and Women's home fixtures
• Employee Assistance Programme (Help@Hand), including mental health support, virtual GP access, and wellbeing services for you and your family
• Enhanced Company Pension Scheme
• Life Assurance cover (2x annual salary)
• Club discounts and offers, including 20% discount at the Club Shop.
• Free onsite parking
• The opportunity to work within an ambitious, forward-thinking football club during an exciting period of growth and transformation.

Birmingham City FC is committed to safeguarding and promoting the welfare of children and young people. The safety and wellbeing of our players is our highest priority, and we expect all staff to share this commitment. All successful applicants will be required to undergo appropriate background checks and safeguarding training as part of the recruitment process.

Birmingham City FC is an equal opportunities and Disability Confident employer. We welcome applications from all sectors of the community and assess candidates solely on merit, regardless of gender, race, age, nationality, disability, sexual orientation, political or religious belief, background, or family circumstances. We are committed to creating a diverse and inclusive workplace and encourage applications from all suitably qualified individuals. Should you require any adjustments during the recruitment process, please let us know when applying.