Head of Ecommerce

Oak Furnitureland; Swindon; On-site; GBP 70,000 - 90,000; Full time

Job summary

A leading furniture retailer based in the UK is seeking a Head of Ecommerce and Telesales to own the online P&L and drive revenue, conversion, and average order value (AOV). This role involves collaborating with various teams to enhance online performance and customer experience. The ideal candidate will have proven leadership in e-commerce within a retail environment, strong analytical skills, and a track record of building effective teams.

Qualifications

• Proven experience in driving online revenue and conversion targets.
• Strong analytical skills for data-driven decision-making.
• Experience in e-commerce platforms and digital marketing strategies.

Responsibilities

• Own trading plans to achieve revenue and conversion goals.
• Lead website design and functionality improvements.
• Develop data-driven trading calendars for product launches.

Skills

Commercial leadership

E-commerce strategy

Data analysis

Team building

Stakeholder management

Tools

Google Analytics 4

Business Intelligence tools

Job description

ROLE PURPOSE

As the Head of Ecommerce and Telesales you will own the full online P&L and be directly accountable for accelerating revenue, conversion and average order value (AOV).

You will steward the e‑commerce modernisation programme, while maintaining a sharp focus on trading performance. You will work closely with IT and the cross‑functional project team to enhance both the look and functionality of the website, ensuring it scales with emerging customer needs and technological advances. Working in close partnership with Commercial, Buying and Digital Marketing, you will ensure the right products are merchandised at the right price, presented to the right customer and converted through a frictionless path to purchase. You will use data to identify growth opportunities, optimise every stage of the funnel and build a high‑performing team that delivers sustained sales growth whilst championing a seamless omnichannel customer experience. Recognising that many customers research online before purchasing in a showroom, you will position the website as a gateway that inspires, informs and drives footfall.

Core Responsibilities

• Commercial performance. Own daily, weekly and seasonal e‑commerce and telesales trading plans that deliver revenue, conversion and average order value (AOV) targets.
• Lead the digital modernisation programme in partnership with IT and the dedicated project team, upgrading the website’s design, architecture and functionality to support future growth and an exceptional customer experience.
• Build and execute a data‑driven trading calendar aligned to key range launches, promotions and marketing campaigns, adapting in real time to maximise demand, conversion and AOV.
• Partner with Commercial and Buying to shape the online product assortment, pricing and merchandising strategy. Provide detailed product‑level performance insights and clear recommendations that directly influence Commercial and Buying decisions on range, pricing and promotions.
• Collaborate with Digital Marketing to acquire high‑quality traffic through paid, organic and affiliate channels, ensuring spend is aligned to CPA, ROI and targets.
• Lead CRO, onsite search and personalisation programmes to improve conversion, basket size and attach rate.
• Develop and optimise telesales scripts, incentives and processes to convert inbound and outbound calls and recover abandoned baskets.
• Champion an end‑to‑end customer journey mindset across web, telesales and showroom, recognising that online research frequently precedes showroom visits. Remove barriers to purchase and drive footfall through digital initiatives ensuring every customer enjoys a consistent and inspiring experience across all touchpoints.
• Build bottom‑up revenue budgets and performance targets for conversion and AOV, underpinned by rigorous forecasting, trading reviews and a continuous test‑and‑learn roadmap.
• Own performance reporting, establishing clear KPIs and dashboards that drive decision making and accountability.
• Lead the product and technology roadmap for CX, AR and in‑store digital solutions, ensuring developments are prioritised based on commercial impact.
  
  

Skills And Experience

• Proven commercial leader with a track record of delivering online revenue, conversion and AOV targets within a retail environment.
• Deep understanding of trading, merchandising and product lifecycle management for high‑SKU consumer businesses.
• Demonstrable success in partnering with Digital Marketing to drive efficient acquisition and retention.
• Strong analytical capability, comfortable interrogating data to inform trading decisions, forecast demand and build business cases.
• Hands‑on experience of conversion rate optimisation, onsite search, A/B testing and personalisation tools.
• Inspirational people manager who builds high‑performing teams with clear targets, coaching and recognition.
• Excellent stakeholder management, able to influence at Board level and collaborate across Commercial, Marketing, IT and Operations.
• Expert knowledge of e‑commerce platforms, analytics suites (GA4, Looker, BI tools) and supporting technologies.
• Self‑starter with exceptional organisational skills, able to manage multiple workstreams and deliver to tight deadlines.