Head Of Ecommerce

Page Personnel; England; On-site; GBP 90,000 - 130,000; Full time

Benefits offered by this job

Direct access to MD

Competitive package

Entrepreneurial environment

Job summary

Page Personnel is recruiting a Head of Ecommerce to lead the DTC trading plan for a fast-growing FMCG brand. You will own pricing, promotions, product launches and customer lifecycle programs, working closely with the MD and senior leaders across buying, product, and supply chain.

You will drive traffic, conversion, AOV and CLV while shaping subscription and loyalty initiatives and managing relationships with Shopify, Klaviyo and agencies. A strategic, hands-on leader is essential.

Qualifications

• Senior ecommerce leader with P&L ownership and growth delivery.
• Experience scaling a DTC brand in FMCG or consumer categories.
• Strong understanding of pricing, promotions and product launches.
• Proven ability to partner with buying, product, NPD and supply chain.
• Hands-on with ecommerce tools and CRM platforms.

Responsibilities

• Own the commercial performance and growth plan for the DTC ecommerce channel.
• Build and deliver the digital trading plan across pricing, promotions, bundles, product launches and seasonal campaigns.
• Identify opportunities to grow traffic, conversion, AOV, repeat purchases and CLV.
• Collaborate with Head of Buying on range, pricing, availability, and promos.
• Develop CRM and loyalty plans across segmentation and automated journeys.
• Shape content and site strategy, including Shopify and Klaviyo integrations.
• Review paid media performance and align agencies with business goals.
• Define which ecommerce capabilities to retain vs. internalize.

Skills

Senior ecommerce experience

DTC FMCG brand experience

Stakeholder leadership

Growth strategy

Customer acquisition & retention

Tools

Shopify

Klaviyo

Paid media

CRM platforms

Job description

• Fantastic opportunity for a Head of Ecommerce
• To lead the next phase of growth for an established D2C brand

About Our Client

Our client is an established direct-to-consumer food brand with strong brand recognition, an existing customer base and significant potential for further growth.With the backing and ambition to take the business forward, they are now looking for a Head of Ecommerce who can identify where the biggest opportunities sit and turn them into a focused commercial plan.This is a broad leadership role rather than a narrow digital marketing position. The successful person will own the performance and development of the DTC channel, while working closely with the MD, Head of Buying and senior leadership across brand, product, NPD, suppliers, stock, fulfilment and supply chain.

Job Description

• Own the commercial performance and growth plan for the DTC ecommerce channel.
• Build and deliver the digital trading plan across pricing, promotions, bundles, product launches and seasonal campaigns.
• Identify opportunities to grow traffic, conversion, average order value, repeat purchase and customer lifetime value.
• Work closely with the Head of Buying on range, pricing, product availability, new bundles and promotional activity.
• Use customer and trading insight to influence the NPD pipeline and support successful product launches.
• Develop a clear acquisition strategy across paid, owned, organic and partnership channels.
• Review paid-media performance and ensure agencies are focused on the right commercial outcomes.
• Recommend which ecommerce capabilities should remain with specialist agencies and which could be developed internally.
• Develop the CRM and customer-retention plan across segmentation, automated journeys, campaign activity and customer communications.
• Shape the future loyalty proposition and assess platforms such as Yotpo and relevant alternatives.
• Develop the subscription model, with a focus on customer value, flexibility, retention and profitable growth.
• Set a joined-up campaign calendar across product, trading, paid media, CRM and content.
• Shape the content plan across the website, campaigns, customer communications and product launches.
• Review how Shopify, Klaviyo and the wider ecommerce technology stack can support the growth plan.
• Assess the potential role of marketplaces and recommend whether, when and how the business should enter them.
• Build a strong understanding of suppliers, stock, fulfilment and supply chain.
• Ensure ecommerce plans are commercially and operationally realistic for a food business.
• Produce clear reporting across revenue, margin, conversion, acquisition cost, retention and lifetime value.
• Work closely with the MD and senior leadership team, providing clear recommendations and regular updates.
• Bring positive energy and direction, helping people across the business understand and believe in the ecommerce plan.
• Remain close enough to execution to turn ideas into action quickly.

The Successful Applicant

• Senior ecommerce experience within a DTC, FMCG or consumer brand.
• Experience owning the commercial performance of an ecommerce channel rather than one individual part of it.
• A track record of helping scale a DTC business or channel through a meaningful growth stage.
• Experience within DTC food or a subscription-led business would be particularly relevant.
• Experience of fresh, chilled or frozen products would be a major advantage.
• Strong digital trading experience across pricing, promotions, bundles, range, margin and campaign planning.
• A good understanding of customer acquisition, onsite conversion, CRM, loyalty and retention.
• Experience developing subscription or repeat-purchase propositions.
• Practical experience using Shopify, Klaviyo or comparable ecommerce and CRM platforms.
• Experience managing paid-media, creative or development agencies.
• The commercial confidence to challenge agencies and make clear decisions about spend and performance.
• Experience working closely with Buying, Product, NPD, Operations or Supply Chain teams.
• An understanding of how suppliers, stock, fulfilment and operational costs affect ecommerce decisions.
• The ability to use customer insight to inform product development and NPD.
• Experience of both a larger, structured organisation and a smaller, faster-moving business would be valuable.
• The ability to balance strategic decisions with hands‑on delivery.
• Confidence working with an MD and senior leadership team.
• A positive and straightforward leadership style, with the ability to create momentum and bring people with them.
• The curiosity to ask good questions and understand the business before jumping to solutions.
• Candidates from adjacent DTC sectors may also be considered, particularly within nutrition, health and wellness, personal care, pet care and other repeat-purchase FMCG categories.

What's on Offer

• The opportunity to lead ecommerce growth for an established DTC food brand.
• A broad role with influence well beyond the website and digital marketing function.
• Direct access to the MD and senior leadership team.
• The ability to shape trading, acquisition, CRM, loyalty, subscription and marketplace strategy.
• Close involvement in brand, buying, NPD, product and operational decisions.
• The backing to explore new ideas and build a more ambitious growth plan.
• A visible leadership role where the successful person can make a meaningful impact across the business.
• A fast-moving and entrepreneurial working environment.
• A competitive package based on experience.