Head of E-Commerce

Threads & Motifs; Karachi Division; On-site; PKR 1,800,000 - 3,200,000; Full time

Job summary

Threads & Motifs is seeking an experienced E-Commerce Manager to lead our online storefront for Eastern wear, streamline customization workflows, and drive digital growth.

You will apply deep Shopify expertise, build systems for made-to-order garments, ensure quality, and collaborate with Performance Marketing to optimize conversions across seasons.

If you thrive on data, multi-currency storefronts, and fast checkout experiences, join us to boost sales and customer satisfaction.

Qualifications

• 5+ years in fashion ecommerce management.
• Deep Shopify/Shopify Plus expertise.
• Strong systems mindset for custom tailoring workflows.
• Cross-functional collaboration with marketing and production.

Responsibilities

• Oversee Shopify technical operations and site performance.
• Build and optimize customization workflows for made-to-order garments.
• Collaborate with Performance Marketing to optimize CRO and conversions.
• Maintain catalog quality, sizing, fabrics, and product listings.
• Create analytics dashboards tracking CR, AOV, CLV, and customization metrics.

Skills

Shopify / Shopify Plus

E-commerce mgmt

Performance marketing

GA4 analytics

Tools

Shopify apps

GA4

Multi-currency

Inventory management

Job description

We are looking for an experienced and tech-savvy E-Commerce Manager to lead our online storefront, streamline customization workflows, and drive digital growth for our eastern wear brand.

The ideal candidate possesses deep technical expertise in Shopify, strong systems-building capabilities for custom stitching/tailoring orders, and a keen eye for apparel quality. You will collaborate closely with our Performance Marketing team to optimize conversion pathways, manage seasonal campaign drops (Lawn, Festive, Bridal Pret), and track metrics to continuously improve customer experience and sales.

We are looking for an experienced and tech-savvy E-Commerce Manager to lead our online storefront, streamline customization workflows, and drive digital growth for our eastern wear brand.

The ideal candidate possesses deep technical expertise in Shopify, strong systems-building capabilities for custom stitching/tailoring orders, and a keen eye for apparel quality. You will collaborate closely with our Performance Marketing team to optimize conversion pathways, manage seasonal campaign drops (Lawn, Festive, Bridal Pret), and track metrics to continuously improve customer experience and sales.

Key Responsibilities

1. Shopify Management & Technical Operations

• Oversee full technical operations, site maintenance, app integrations, and theme optimization on Shopify / Shopify Plus.
• Ensure flawless site navigation, fast page speeds, dynamic multi-currency display, and a seamless mobile checkout experience.
• Manage high-traffic launch setups, countdowns, inventory allocations, and server stability during major seasonal drops and flash sales.

2. Customization Systems & Measurement Workflows

• Build, refine, and maintain robust systems for custom stitching and made-to-order garments (e.g., custom measurements, lining options, sleeve style preferences, alterable silhouettes).
• Implement clear digital input forms/apps on product pages to capture customer customization requests accurately.
• Standardize tracking workflows between e-commerce orders and production/tailoring teams to reduce errors, delay, and miscommunication.
• Track key customization metrics: Monitor customization lead times, return/alteration rates, drop-off rates on custom product pages, and customer satisfaction scores for tailored outfits.

3. Marketing Collaboration & Conversion Rate Optimization (CRO)

• Collaborate closely with Performance Marketers to ensure landing pages and product pages are optimized for paid ad traffic (Meta, Google, TikTok).
• Implement A/B testing, user journey mapping, and CRO strategies to lower cart abandonment and improve Return on Ad Spend (ROAS).
• Align product merchandising with marketing campaign calendars (Eid, Wedding/Formal Season, Lawn launches).

4. Product Quality, Catalog & Merchandising

• Ensure clothing quality and listing fidelity: Conduct quality checks on product samples, photography, fabric accuracy, and color representation to minimize returns.
• Oversee catalog creation, detailed fabric/work descriptions (e.g., Zardozi, Threadwork, Organza, Raw Silk), sizing charts, and care instructions.
• Track inventory levels across unstitched, ready-to-wear, and custom collections.

5. Analytics & Performance Tracking

• Establish dashboards to track core e-commerce metrics: Conversion Rate (CR), Average Order Value (AOV), Customer Lifetime Value (CLV), and Customization Completion Rates.
• Use GA4, Shopify Analytics, and heatmapping tools to analyze user behavior and report actionable insights to leadership.

Required Qualifications & Skills

• Experience: 5+ years in E-Commerce Management within fashion/apparel (South Asian / Eastern wear experience highly preferred).
• Technical Expertise: Advanced proficiency in Shopify / Shopify Plus, Shopify apps (customization/form builders, inventory sync, multi-currency), and GA4.
• Systems Mindset: Proven ability to design and implement operational workflows for custom tailoring/made-to-measure orders.
• Cross-Functional Collaboration: Strong track record working alongside Performance Marketers, Media Buyers, and Production Teams.
• Fabric & Product Knowledge: Strong understanding of South Asian attire, fabrics, sizing nuances, and garment construction quality.