Global DTC Ecommerce Lead — Growth & Strategy

Advocate Group; Manchester; On-site; GBP 90,000 - 130,000; Full time

Job summary

The Advocate Group is seeking a senior E-commerce Manager to own the global DTC business and drive international growth while shaping the online customer experience. This is a hands-on, strategic role with influence over trading, content, and performance across regions.

You will lead P&L planning, merchandising calendars, and optimize KPIs like conversion, AOV, retention, CAC and LTV, leveraging data and cross‑functional collaboration to accelerate growth in a rapidly expanding beauty brand.

Qualifications

• Proven experience owning and growing a DTC e-commerce business with full P&L responsibility.
• Strong experience scaling international e-commerce, including localisation, payments, shipping, tax, and regional trading.
• Deep expertise in Shopify, ideally Shopify Plus, with hands-on experience across store management, integrations, and backend functionality.
• Strong knowledge of Klaviyo, including lifecycle marketing, segmentation, testing and retention.
• Experience integrating Shopify with ERP systems such as NetSuite, with a strong understanding of product, inventory, order, and financial data.
• Highly commercial and analytical, with the ability to turn data and customer insights into clear actions that drive growth.
• Strong instincts across content, merchandising, SEO and customer experience, with a passion for creating online journeys that convert.
• Confident managing multiple projects, agencies and external partners in a fast-paced, high-growth environment.
• An inspiring and collaborative communicator who is comfortable working with senior stakeholders and cross-functional teams.

Responsibilities

• Own the DTC P&L, including forecasting, budgeting, revenue, margin and profitability targets.
• Develop and deliver the global Shopify-led DTC and omnichannel strategy, with a strong focus on international growth.
• Lead the trading and merchandising calendar across regional online stores, including campaigns, promotions and product launches.
• Own the day-to-day performance of the websites, ensuring best‑in‑class merchandising, product content, availability, pricing and UX.
• Use data and insights to optimise key KPIs including conversion, AOV, retention, CAC and LTV and identify new growth opportunities.
• Develop initiatives to increase AOV through bundling, upselling, cross‑selling, offers and enhanced on‑site education.
• Elevate the online customer journey through best‑in‑class PDPs, how‑to content, FAQs, product finders, routines and UGC.
• Drive an SEO‑led content strategy, developing landing pages and evergreen content to grow organic traffic and conversion.
• Oversee Shopify, Klaviyo and NetSuite integrations, ensuring the wider e‑commerce ecosystem is scalable, efficient and data‑led.
• Build a true omnichannel view by using retailer and marketplace insights to inform forecasting, trading and content strategy.
• Lead external relationships across developers, agencies, app partners, payment providers and logistics partners.
• Stay ahead of emerging e-commerce trends, technology and innovation, continually identifying opportunities to improve the customer experience and accelerate growth.

Skills

DTC e-commerce

P&L management

International growth

Stakeholder management

Tools

Shopify Plus

Klaviyo

NetSuite

Job description

The Advocate Group is seeking a senior E-commerce Manager to own the global DTC business and drive international growth while shaping the online customer experience. This is a hands-on, strategic role with influence over trading, content, and performance across regions.

You will lead P&L planning, merchandising calendars, and optimize KPIs like conversion, AOV, retention, CAC and LTV, leveraging data and cross‑functional collaboration to accelerate growth in a rapidly expanding beauty brand.