Head of E-commerce and Digital Growth

POSITION SUMMARY

Reports directly to the CEO and works closely with secondary key stakeholders, including the CFO/COO, Customer Care and Operations Manager, Logistics Manager, IT Manager, CMO, and CPO. The Head of E-commerce and Digital Growth is primarily responsible for leading the transformation and scaling of our direct-to-consumer (D2C) business into a globally recognized premium fashion brand.

This role will be instrumental in translating the strategic vision into actionable plans and results. The person hired will own the digital customer journey end-to-end — ensuring seamless operations, compelling brand expression, and profitable growth. As a core member of the leadership team, the ideal candidate will build and empower a high-performing e-commerce team and manage an ecosystem of partners, technologies, and platforms.

This Job Description intends to highlight the most critical areas of responsibility only and does not cover all aspects of the Position.

KEY RESPONSIBILITIES

E-COMMERCE STRATEGY & GROWTH

• Owns and evolves the global D2C e-commerce strategy to drive sustainable growth, profitability, and customer lifetime value.
• Leads international market rollouts, adapting e-commerce operations, content, and campaigns to local contexts while maintaining global brand consistency.
• Develops and executes pricing, promotion, and assortment strategies aligned with brand positioning.

PLATFORM & TECHNOLOGY OWNERSHIP

• Serves as business owner for Shopify Plus and its extended ecosystem (apps, headless commerce options, integrations).
• Ensures seamless integration with ERP, PLM, CRM, 3PL, and marketing systems.
• Continuously optimizes website UX/UI, navigation, checkout, and mobile experience.

PERFORMANCE, DATA & ANALYTICS

• Defines, tracks, and improves e-commerce KPIs (traffic, conversion, AOV, retention, CAC, LTV).
• Leads data-driven decision-making, leveraging analytics, A/B testing, and customer insights.
• Builds a performance dashboard to provide real-time visibility to leadership.

DIGITAL MARKETING & CUSTOMER ACQUISITION

• Partners with marketing to design and optimize the full marketing funnel — paid, organic, CRM, and loyalty.
• Oversees performance marketing campaigns (search, social, affiliates, retargeting).
• Drives personalization strategies across channels to maximize engagement and repeat purchase.

CUSTOMER EXPERIENCE & OPERATIONS

• Oversees customer service operations to ensure best-in-class support and resolution.
• Collaborates with logistics and 3PL partners to deliver fast, reliable, and sustainable fulfillment.
• Builds a frictionless post-purchase journey including returns, exchanges, and loyalty touchpoints.

CONTENT & BRAND EXPERIENCE

• Leads digital content planning, creation, and management across e-commerce touchpoints.
• Executes storytelling and product launches in alignment with brand campaigns.
• Implements ongoing content testing for engagement and conversion optimization.

LEADERSHIP & TEAM BUILDING

• Builds and leads a multi-disciplinary e-commerce team (merchandising, operations, digital marketing, analytics, CX).
• Manages external agencies and technology providers with accountability for performance and ROI.
• Drives a culture of agility, innovation, and execution excellence.

POSITION REQUIREMENTS

EDUCATION & EXPERIENCE

• Proven track record (8+ years) leading e-commerce in fashion or consumer goods, ideally premium/luxury.
• Deep expertise with Shopify Plus and its extended ecosystem.
• Strong knowledge of end-to-end e-commerce processes (catalog, payments, fulfillment, returns, CX).
• Experience scaling D2C brands internationally.
• Hands-on experience in pricing strategy, merchandising, CRM, and performance marketing.
• Demonstrated ability to manage external agencies and technology partners.
• Strong financial and analytical skills; experience with e-commerce KPIs, data analytics, and controlling.
• Understanding of SEO/SEM and omnichannel marketing integration.
• Experience with master data management and ensuring data quality across platforms.
• Knowledge of customer privacy, data protection, and compliance (GDPR, CCPA, etc.).
• Familiarity with sustainable logistics and packaging solutions.
• Exposure to subscription models, loyalty programs, or community-based commerce.
• Comfort working in fast-paced transformation environments with limited legacy structures.
• Experience leveraging artificial intelligence for personalization, content generation, demand forecasting, and customer engagement.
• Hands-on operator willing to roll up sleeves and solve problems directly.
• Passion for sustainability, fashion, and innovation.
• Strategic thinker with entrepreneurial drive and executional excellence.