We are working with a fast-growing business that operates two direct-to-consumer websites. They are seeking an experienced Head of eCommerce to lead digital trading, optimisation and merchandising across both sites whilst leading a small team.
Own end-to-end ecommerce performance. Set the strategy and roadmap for both websites to maximise revenue, profitability and customer lifetime value.
Drive commercial KPIs. Be accountable for CM2, average order value, conversion, and new vs returning customer mix - using insight to prioritise activity that delivers profit per visit.
Lead and develop the optimisation function. Line-manage the CRO Manager: set objectives, coach on experimentation discipline, conversion copy and UX improvements, and review test plans and outcomes.
Coordinate technical and merchandising resources. Manage a fractional technical lead and fractional merchandising resource to ensure platform stability, rapid feature delivery, catalogue health and effective site merchandising.
Own the testing and personalisation agenda. Establish and run an evidence-led experimentation programme across both sites to increase conversion and average order value.
Optimise the customer journey. Use customer insight, analytics and user research to remove friction across discovery, selection and checkout for both new and returning customers.
Commercial planning and stakeholder management. Work closely with marketing, operations and supply chain to align promotions, stock availability and media investment with site capability and margin targets.
Reporting and governance. Own regular performance reporting for the senior leadership team, set OKRs for the ecommerce function and ensure robust post-campaign analysis.
Proven experience running ecommerce operations for multi-site DTC businesses or complex retail environments.
Track record of improving CM2 (profit per visit) and balancing acquisition vs retention strategies.
Strong commercial mindset with demonstrable experience using data and testing to drive decision-making.
Experience line-managing senior digital specialists and working with fractional or external technical and merchandising partners.
Good technical understanding of ecommerce platforms, analytics, tagging and CRO tools (e.g. Google Analytics/GA4, experimentation platforms).
Excellent stakeholder management and communication skills, able to translate insight into commercial plans.
Comfortable with hybrid working and occasional travel between offices or sites.
We welcome candidates at a range of experience levels; the right person will combine strategic vision with hands-on execution and a relentless focus on profit per visit.
The Growth Foundation (TGF) is an award-winning strategic growth partner for ambitious eCommerce and DTC brands - helping founders, operators, and investors scale with clarity, confidence, and expert support.
We combine deep commercial insight with a focused offering across five core pillars: Strategy, Talent Acquisition, Tools, Courses, and Community.
Founded in 2021 by Richard Chapple and Sarah Jasper-Baker - who helped scale Play.com, Gymshark, and The Hut Group into some of the UK’s most successful eCommerce brands - TGF now brings together a team of expert strategists, recruiters, and product builders who’ve supported growth for 100+ DTC businesses.
We work with brands at key inflection points - whether unlocking new revenue, hiring leadership talent, sharpening commercial strategy, or enabling teams through practical learning.
Through our trusted network of vetted delivery partners - including agencies and specialists in performance marketing, CRM, brand, creative, trading, and more - we connect clients with the right experts, and remain strategically involved to ensure delivery aligns with the growth plan.
Our five core pillars:
Strategy – Tailored commercial advice, brand positioning, and growth assessments that bring clarity to your next move.
Talent – Industry-leading recruitment for eCom-native talent across growth, performance, leadership, and operations.
Tools – Proprietary optimisation tools including Order Rescue, our Shopify Plus app that recovers lost revenue.
Courses – On-demand training built from proven frameworks — enabling founders and teams to move fast, without retainers.
Community – Founder Foundations, our peer-led event and content series for DTC leaders, operators, and investors who value honest insight over hype.
If you’re a DTC brand, operator, or investor looking to scale sustainably and strategically - let’s talk.
http://www.thegrowth.foundation/
