E-commerce Director

E-commerce Director | Devon

ROLE SUMMARY

Reporting to the CEO, the Director of Ecommerce will lead all digital activity across the business, with full ownership of e-commerce, performance marketing and website trading. The role is accountable for the website technology stack, ongoing development and optimisation, forecasting and strategic planning, and for driving data led insight to deliver growth across our Group of brands.

RESPONSIBILITIES

• Set and lead the Group digital and performance marketing strategy, providing clear direction across Performance Marketing, E-commerce Trading, CRM/Email, Marketplaces and Social.
• Build, lead and scale an in-house Group performance marketing function, acting as a centre of excellence for acquisition, optimisation and growth.
• Own digital revenue performance, with accountability for customer acquisition, retention, lifetime value and contribution by channel and territory.
• Define and deliver Group-wide acquisition and retention strategies, setting clear targets, KPIs and accountability across teams.
• Partner closely with Brand MDs and senior marketing leaders to optimise media investment, trading priorities and performance outcomes.
• Lead forecasting, budgeting and 6-monthly growth planning for all digital channels, ensuring alignment with profitability and Group growth ambitions.
• Drive a rigorous, data-led approach to attribution, incrementality and channel performance, improving commercial decision-making across markets.
• Develop a deep understanding of customer lifetime value by brand, territory and channel to continuously optimise marketing effectiveness.
• Own the digital trading and optimisation agenda, including CRO programmes, UX improvements and on-site performance.
• Lead the digital technology and web development roadmap alongside the Group Head of IT, ensuring platforms scale with performance ambition.
• Establish and optimise customer lifecycle strategies across all brands to improve acquisition efficiency, engagement and retention.
• Lead the development and launch of marketplace strategies as incremental growth channels.
• Analyse product and trading performance by territory to inform performance marketing and commercial plans.
• Represent digital and performance marketing at weekly trading meetings and monthly Board meetings, providing clear insight, challenge and leadership.
• Stay ahead of performance marketing, e-commerce and digital innovation, ensuring the Group remains competitive and commercially progressive.
• Lead by example in embedding the Group's values, ensuring social and environmental performance is upheld in line with the CSR policy.
• Undertake additional leadership responsibilities as required to support the growth and performance of the Group.

EXPERIENCE REQUIREMENTS & SKILLS & CAPABILITIES

• Proven E-commerce leadership experience, with at least 8 years in e-commerce and a minimum of 3 years operating at Director or Senior Head of level.
• Strong retail background (minimum 5 years), ideally within fashion or lifestyle brands.
• Experience working within a small to medium-sized business, demonstrating comfort with pace, ambiguity and hands-on delivery
• A Performance marketing expert, with experience managing significant marketing budgets of customer acquisition and retention. Deep expertise in performance marketing, including ownership of significant acquisition and retention budgets across paid media, SEO, affiliates and marketplaces where relevant.
• Advanced CRM capability, including customer segmentation, lifecycle marketing and retention strategies, underpinned by strong numerical and analytical skills.
• Commercially astute, with experience owning trading performance, forecasting, budgeting and delivering revenue and margin targets.
• Experience managing, coaching and developing a small, high-performing e-commerce or digital team.
• Strong track record of managing and optimising external agencies and specialist partners.
• Confident working cross-functionally with Brand, Buying, Merchandising, IT, Operations and Finance.
• Operationally hands-on, with the ability to move between strategy and execution as required.
• Excellent written and verbal communication skills, with the ability to influence at senior and board level.

BH35470