Head of E-Commerce

Big Bus Tours; Greater London; On-site; GBP 70,000 - 90,000; Full time

Job summary

A leading tourism company in the UK is seeking a Head of E-commerce to provide strategic leadership for its digital channels. The role involves owning web and app performance, driving revenue growth, and influencing product decisions. An ideal candidate should possess extensive experience in senior digital or commercial leadership and a strong understanding of customer journeys. This position plays a crucial role in shaping the company's e-commerce strategy at a pivotal time for digital transformation.

Benefits

25 Days Holiday + Bank Holidays

Performance Bonus Scheme

BUPA Cash Plan

Employee Assistance Programme

Complimentary Big Bus Tickets

5% Employer Pension Contribution

Qualifications

• Extensive experience in senior digital or commercial leadership roles.
• Ability to balance strategic mindset with short-term results.
• Confidence influencing senior stakeholders across functions.

Responsibilities

• Acting as the senior B2C digital commercial lead for web and app.
• Defining and delivering the e-commerce strategy aligned to business objectives.
• Driving revenue growth and optimisation across digital channels.

Skills

Senior digital or commercial leadership experience

Revenue growth and optimisation

Commercial acumen

Influencing senior stakeholders

Understanding of customer journeys

Job description

Big Bus Tours is entering a new phase of digital and commercial growth. Our web and app channels are now a critical growth engine for the business, accounting for a significant and growing share of global revenue. To support this, we are looking for a new Head of E-commerce role to provide senior, strategic leadership and clear commercial ownership of our B2C digital channels. This is a standalone senior role, accountable for defining and delivering our e-commerce strategy across web and app. The role is designed for an experienced leader who can operate at pace, set direction, and influence across the organisation, working closely with Marketing, Product, Technology, CRM, Content, regional teams and senior stakeholders. You will own digital revenue performance end-to-end, translating customer insight and data into clear priorities, investment cases and commercial outcomes.

Responsibilities

• Acting as the senior B2C digital commercial lead for Big Bus Tours, with ownership of web and app performance
• Defining, delivering and continuously evolving the e-commerce strategy, aligned to wider business objectives
• Driving revenue growth, conversion optimisation and trading performance across digital channels
• Owning performance reporting, KPIs and dashboards, using insight to shape priorities and investment decisions
• Sponsoring and prioritising conversion optimisation and digital initiatives in partnership with Product and Technology teams
• Working closely with Marketing, CRM and Content to ensure joined-up, end-to-end customer journeys
• Influencing product, proposition and pricing decisions through a strong commercial and customer lens
• Acting as the key commercial stakeholder for digital change, working collaboratively with multiple internal and external partners
• Providing clarity, direction and senior decision-making in a complex, multi-stakeholder environment

Qualifications

• This role requires a significantly higher level of capability and experience than operational or delivery-focused e-commerce roles.
• Extensive experience in senior digital or commercial leadership, ideally across web and app environments.
• A strategic mindset, balanced with the ability to drive short-term commercial results.
• Strong commercial acumen, with a proven track record of revenue growth and optimisation.
• Confidence influencing and aligning senior stakeholders across functions and regions.
• Deep understanding of customer journeys, digital performance drivers and data-led decision making.
• The ability to operate effectively in a lean, standalone role, owning outcomes and driving momentum.
• Experience in complex, multi-market or multi-currency environments is advantageous but not essential.

We're Big Bus Tours, the world's largest independent operator of open-top sightseeing tours. Since starting our journey in 1991 with just three buses, we've grown into a global fleet of over 400 vehicles, welcoming more than 5 million passengers every year across Europe, North America, the Middle East, and Asia Pacific. Our hop-on, hop-off tours inspire the spirit of adventure and offer a flexible, first-class way to discover the world's most iconic cities, turning tourists into explorers and leaving every passenger with a story to tell. Building on this success, we've expanded our portfolio to include Big Duck Tours, the world's newest and most exciting amphibious sightseeing experience. Operating innovative 100% electric "Ducks," Big Duck Tours delivers unforgettable journeys by both land and water, combining entertainment, discovery, and a strong commitment to sustainability. Following a proven launch in Singapore, the brand is set to expand into major global destinations, starting with London in 2026. As we continue to grow within our existing cities and expand into new locations worldwide, our ambition remains the same: to be the number one thing to do in every world‑famous city. Our Central Support Office, located in Victoria, London, is a driving force behind our business. With a team of specialists, they provide tailored support to our cities worldwide. If you want to get onboard check out the vacancy below. This role has been created to provide clear ownership, accountability and leadership for e-commerce performance at a time when digital channels are central to the Group's growth strategy. You will play a critical role in shaping how Big Bus Tours evolves its digital platforms, capabilities and commercial performance over the next phase of growth.

Benefits

• 25 Days Holiday + Bank Holidays, Increasing to 30 with L.O.S
• Employee Assistance Programme
• Performance Bonus Scheme
• BUPA Cash Plan
• Enhanced Maternity & Paternity Pay
• Aviva DigiCare+ (Remote GP & 2 Medical Opinion)
• Death in Service
• Cycle to Work
• Complimentary Big Bus Tickets
• Merlin Attractions Discounts
• 5% Employer Pension Contribution
• Sick Pay Scheme
• Season Ticket Loans
• Employee Referral Scheme