Senior Ecommerce Manager

Senior Ecommerce Manager

Department: Digital Marketing

Employment Type: Full Time

Location: Manchester

Description

We're looking for a highly commercial and hands on Senior Ecommerce Manager to own the day-to-day performance and continued development of REFY's global DTC ecommerce business.

Reporting into the Head of Digital, you will lead ecommerce trading across our regional Shopify stores, turning performance data into clear actions and owning a prioritised roadmap across trading, CRO, UX, SEO and technical development. This is a hands on leadership role: you'll develop and support the Ecommerce Manager and future Executives while remaining close enough to the detail to analyse performance, troubleshoot issues and execute directly when required.

You'll be equally comfortable reviewing weekly trading performance with senior leadership, building a business case for additional investment, briefing a development agency, interrogating GA4 or Shopify data and making changes within Shopify yourself.

KEY RESPONSIBILITIES

• Own ecommerce trading performance across REFY's regional DTC stores, tracking revenue against target and understanding the drivers behind performance across traffic, conversion rate, AOV, product, market, customer and stock availability.
• Lead weekly digital trading, turning data into a clear commercial story: what is ahead or behind plan, why performance has moved, which markets and products are driving the movement and what actions the team should take next.
• Work confidently and hands on with ecommerce data, using Shopify, GA4 and wider business reporting to interrogate performance, manipulate and pivot datasets and provide analysis in meetings.
• Own and deliver a prioritised 12-month ecommerce roadmap across CRO, UX, onsite merchandising, customer journey, functionality, SEO and technical improvements, identifying the initiatives required to deliver incremental revenue and customer experience improvements.
• Build commercial business cases for ecommerce investment, quantifying the expected opportunity, resource requirements and additional development or technology costs and presenting recommendations to the Head of Digital, Finance and senior leadership.
• Remain hands on within Shopify, with strong working knowledge of products, collections, merchandising, content, promotions, inventory availability, site configuration and day to day ecommerce operations. This role should be able to step directly into execution when required.
• Own website readiness for key trading moments, including launches, promotional periods and Black Friday, ensuring products, stock, pricing, merchandising, content, functionality and customer journeys are accurate and commercially optimised.
• Own the development agency relationship and technical roadmap, writing clear briefs, prioritising development resource, challenging estimates, managing retainers and additional project costs and ensuring work is delivered to the required standard.
• Lead REFY's CRO and onsite optimisation roadmap, creating a structured test and learn roadmap across PDPs, navigation, discovery, checkout, onsite education, cross sell, upsell, bundles and other opportunities to improve conversion and AOV.
• Own the ecommerce SEO roadmap alongside specialist agency support and Head of Digital, ensuring work is prioritised across technical health, relevance/content, authority/trust and onsite experience, with clear actions, ownership and measurement. SEO should be treated as an ongoing commercial growth workstream rather than solely a content exercise.
• Maintain an omnichannel view of digital performance, understanding DTC alongside retailer ecommerce and bricks and mortar performance to identify changes in customer behaviour, channel mix and potential movement of demand between and retail partners.
• Lead, coach and develop the Ecommerce Manager and future Executives, setting clear ownership across the team, improving their commercial and technical capability and ensuring responsibilities are appropriately delegated without becoming disconnected from execution.
• Create resilience within the ecommerce team, ensuring critical knowledge and responsibilities are shared so that trading, launches and BAU activity continue effectively during periods of annual leave or absence.
• Partner closely with Digital Marketing, Brand, Commercial, Product, Operations, Finance, CRM and Customer Service to ensure ecommerce priorities reflect the wider needs and commercial objectives of the business.

SKILLS, KNOWLEDGE AND EXPERIENCE

• Min 7+ years dedicated ecommerce experience within a fast paced consumer brand, with demonstrable ownership of DTC trading performance and delivery against ambitious revenue targets.
• Deep hands on Shopify experience, ideally Shopify Plus. You should be comfortable working directly within the platform rather than relying entirely on agencies or junior team members.
• Strong commercial and analytical capability, with experience using Shopify, GA4 and reporting tools to diagnose performance across revenue, traffic, conversion rate, AOV, customer, product and market.
• Demonstrable experience building and delivering an ecommerce growth roadmap across CRO, UX, merchandising, onsite experience and technical development, with the ability to quantify opportunities and prioritise by commercial impact.
• Strong experience managing ecommerce development agencies and external partners, including briefing, prioritisation, project delivery, retainer management and additional development budgets.
• Good working knowledge of ecommerce SEO and the ability to manage an SEO roadmap and specialist agency across technical, content/relevance, authority/trust and user experience priorities.
• Strong trading instincts and attention to detail, with an excellent understanding of product availability, merchandising, launches, promotions and the operational requirements of running a high volume ecommerce website.
• Experience managing and developing ecommerce team members, with the ability to delegate effectively while retaining accountability for the quality and output of the function.
• Comfortable operating in a scale up environment where seniority does not mean stepping away from execution. You should enjoy switching between strategy, analysis, leadership and hands on delivery.
• Commercially confident and credible with senior stakeholders, with the ability to build business cases, communicate recommendations clearly and challenge constructively.
• Experience working within an omnichannel retail environment would be highly advantageous, particularly where customers move between brand DTC and third party retailers.
• Experience within beauty, fashion or another fast moving consumer category would be beneficial.

OUR PERKS

• 25+ Days Holiday: Start with 25, earn one for every year's service (up to 5)
• Extra Holidays: Option to buy up to 5 additional days.
• Sabbatical Leave: Take up to 3 months off after 4 years of service.
• Community First Day: A day to support a cause you love.
• Bonus Scheme: Rewards for your hard work and success.
• Family Leave: Enhanced support for new parents.
• EV Scheme: Drive electric with salary sacrifice options.
• Financial Coaching: Guidance to boost your money mindset.
• Flexible Religious Holidays: Flexibility to honour days that matter to you.
• Flexible Working: Flexi start and finish times with the option to work one day per week from home.
• REFY Product Perks: Annual allowance, exclusive discounts, and be the first to try new REFY products before any launches!
• Regular Social Events: Team Building days and seasonal parties.
• Career Growth: Tailored training and development opportunities.
• Vitality Health Insurance: Health coverage with added benefits.