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General Manager - E-commerce & Operations (Artisan & Creative Consumer Products)

General Manager - E-commerce, Digital Marketing & Fulfilment

Artisan Consumer Goods Brand | North Liverpool | £42,500 + Bonus | On-Site | Full-Time

Are you a digitally-savvy e-commerce manager or online retail leader looking to step into a full General Manager role? We're hiring for a dynamic and hands-on General Manager to lead the online retail and operations function of a fast-growing artisan consumer products division in Liverpool.

You'll combine Shopify and marketplace sales (Etsy, Amazon) with digital marketing (SEO, PPC, email) and operational leadership (fulfilment, warehousing, team management) in this unique opportunity to shape the future of a niche B2C retail business.

About the Role

As General Manager, you will have end-to-end responsibility for the P&L, online performance, operations, and team of this specialist division. You will work closely with the Managing Director and have the autonomy to shape strategy while staying close to the day-to-day.

This is a multi-hat role, ideal for someone who thrives in a hands-on SME environment and can balance digital growth with operational execution.

Key Responsibilities

1. E-commerce & Digital Strategy
   Lead all aspects of e-commerce strategy, from platform management (Shopify, Etsy, Amazon) to product presentation, pricing, and UX improvements.
   Drive digital marketing activity including SEO, PPC, Google Ads, email marketing, retargeting, and social media engagement.
   Monitor key performance metrics (conversion rate, site speed, cart abandonment, ROAS), and implement data-led improvements.
   Oversee potential migration from Magento to a more agile, scalable platform such as Shopify.
   Explore new routes to market, marketplaces, or collaborations with influencers or artist communities.
2. Marketing Leadership
   Take ownership of campaign planning, brand messaging, product launches, promotions, and seasonal content.
   Lead a part-time internal marketing executive and manage relationships with external design/branding agencies.
   Increase the division's visibility in artisan/craft communities through online PR, features, and event exposure (e.g. art magazines, exhibitions).
3. Operational & Fulfilment Management
   Oversee warehousing, inventory, fulfilment, and customer service processes for B2C and wholesale orders.
   Ensure On-Time-In-Full (OTIF) performance and customer satisfaction.
   Monitor inventory turnover, product margins, and stock accuracy, with support from purchasing and warehouse leads.
   Work with front-office staff on order input, bespoke product queries, and customer communications.
4. Team & Commercial Leadership
   Lead and inspire a collaborative on-site team of 8 (including warehouse, marketing, and front-line staff).
   Embed a high-performance, customer-centric culture with a focus on continuous improvement.
   Analyse product performance, sales trends, and customer behaviours to guide procurement, marketing, and promotions.
   Represent the division in senior leadership meetings and contribute to annual budgeting, forecasting, and strategic planning.

Who We are Looking For

Essential Background & Skills

1. Proven experience in e-commerce management, ideally in a product-led SME or niche consumer brand.
2. Strong understanding of digital marketing tools (Google Analytics, SEO, PPC, email platforms, CRM) and marketplace selling.
3. Commercial acumen: comfortable owning sales targets, analysing ROI, managing pricing/margins, and using data to drive decisions.
4. Experience in people leadership, ideally in a warehouse, retail, or customer service environment.
5. Comfortable working in a hands-on, hybrid role where no two days are the same.

Desirable Experience

1. Background in artisan products, crafts, interiors, homewares, or creative retail.
2. Previous experience in an SME or family-owned business where agility and autonomy are key.
3. Familiarity with Magento, Shopify, or similar platforms.
4. Exposure to packaging, fulfilment, or stock management in a B2C setting.
5. Personal or professional interest in design, stained glass, or decorative art would be a bonus.

You will Thrive in This Role If You...

1. Are entrepreneurial and proactive, with a track record of spotting growth opportunities.
2. Enjoy both strategy and execution-able to shape campaigns and then roll up your sleeves.
3. Bring fresh ideas and energy to a supportive, down-to-earth team.
4. Want a leadership role with meaningful impact and visibility within a growing SME.

Working Environment & Culture

Based full-time on site in North Liverpool in a modern, clean, and well-equipped unit.
Collaborative, non-corporate, values-led business with friendly and experienced colleagues.
Part of a wider 60+ person organisation with strong infrastructure (finance, HR, IT).
Regular leadership team meetings, open communication, and long-term growth ambitions.

Salary & Package

£42,500 base salary
Up to 10% annual bonus based on individual and division performance
25 days holiday + bank holidays
Pension scheme
Free parking
Staff discounts on products
Excellent development opportunities within a stable, growing company

Ready to Make Your Mark?

If you're looking for a role where your digital marketing expertise, e-commerce know-how, and operational leadership will truly make a difference-this is your opportunity.

Apply now to join a business where creativity meets commerce, and where you can shape the next chapter of an exciting specialist division.