Head of E-Commerce

DeMellier; London; On-site; GBP 80,000 - 120,000; Full time

Job summary

A leading fashion brand in London is looking for a Head of E-Commerce to lead their digital business. You will shape and execute the e-commerce strategy, driving online sales and optimizing customer experience. The ideal candidate will have 10-20 years of e-commerce experience, particularly with Shopify Plus, and strong analytical skills to enhance conversion rates and sales growth.

Qualifications

• 10-20 years of experience in E-Commerce.
• Experience working with Shopify Plus.
• Strong analytical skills to interpret data.
• Expertise in conversion rate optimisation.

Responsibilities

• Define and execute a digital roadmap for e-commerce.
• Enhance the online experience through product launches.
• Oversee the website performance and user experience.
• Implement A/B testing to improve conversion rates.

Skills

E-Commerce experience

Shopify Plus expertise

Analytical skills

Conversion rate optimisation

Leadership

Job description

About us:

DeMellier is a fast-growing award-winning designer fashion brand based in London. DeMellier has been awarded twice by the British Luxury Association WALPOLE, recognising its commitment to innovation, craftsmanship, and the highest standards of quality. Its handbags are popular among women worldwide, including celebrities such as Beyonce, Irina Shayk, Emily Blunt, and January Jones.

In addition to its direct-to-consumer business, DeMellier is stocked in leading department stores such as Net-a-Porter, Selfridges, Saks Fifth Avenue, and Le Bon Marche. Beyond creating beautiful products, DeMellier aims to be a positive influence in the fashion industry, creating products by women for women, made with integrity, and giving back to those less fortunate. For every item sold, DeMellier funds vaccines and medical treatments to save children's lives.

The role:

We’re seeking an experienced Head of E-Commerce to lead DeMellier’s digital business. Reporting to the Commercial Director and managing the E-comm team, you’ll be responsible for shaping and executing our global e-commerce strategy, driving online sales, and delivering an elevated, data-led customer experience. The ideal candidate will bring analytical thinking, strong e-commerce expertise, and leadership skills in a fast-paced environment.

Job responsibilities:

1. Own the E-Commerce Strategy: Define and execute a digital roadmap aligned with brand and growth goals, driving global online revenue across channels and regions.

2. Elevate the digital journey: Enhance the online experience through impactful product launches, engaging animations, curated assortments, and premium visual merchandising.

3. Lead Site Performance & UX: Oversee all aspects of the website (Shopify Plus), working with web developers to launch new features, improve site speed, optimise mobile-first UX, and deliver premium visual merchandising.

4. Drive Conversion & CRO: Implement A/B testing, analyse heatmaps and customer journeys, and remove friction points to increase conversion rates and average order value.

5. Forecast & Trade: Collaborate with Merchandising, Finance, and Operations on sales forecasting and stock planning. Lead weekly trade meetings and present performance insights to senior leadership.

6. Manage Tech & Tools: Own Shopify app ecosystem, integrations (e.g., ERP), and ensure a high-quality, secure, and scalable digital infrastructure.

7. Lead Data-Driven Decision Making: Use analytics tools (Google Analytics, etc.) to track KPIs, monitor regional performance, and inform decisions around product, pricing, and customer journey.

8. Mentor & Lead: Manage and develop the E-Commerce Manager, fostering collaboration across Commercial, Digital, Creative, and Operations teams.

What you'll bring:

• 10-20 years of experience in E-Commerce

• In-depth experience working with Shopify Plus

• Proven success in driving digital sales growth and enhancing online customer experience

• Strong analytical skills to interpret data, identify trends, and implement data-driven improvements

• Excellent trading skills

• Expertise in conversion rate optimisation, including A/B testing and UX improvements

• Experience managing data feeds across multiple channels and ensuring data accuracy

• Experience working with and managing external web development agencies

• Experience in sales forecasting

• Ability to manage and mentor a team, driving results and fostering collaboration and innovation

• Strong understanding of global e-commerce trends and international markets

• Excellent communication, organisational, and project management skills