Head of E-commerce & Performance Marketing

We’re looking for a Head of E-commerce & Performance Marketing to help shape the future of Pretty You London!

This is a unique opportunity to join a premium fashion and lifestyle brand at a pivotal stage of growth.

At Pretty You London, we are entering a new phase of growth—refining our brand, expanding our team, and strengthening our position within the premium fashion and wellness space.

The opportunity

Pretty You London is a British nightwear, loungewear and lifestyle brand on the move. Following a period of significant change, we’ve secured fresh investment to reposition the brand upmarket, diversify our European sourcing, and build out the team that will take us into our next chapter. We’re hiring across functions to support that ambition — and the Head of E-commerce & Performance Marketing is one of the most pivotal roles in the plan.

This is a senior, commercially accountable role with full ownership of our e-commerce P&L. You will set and drive the strategy across paid media, marketplaces, CRM and retention, and you’ll be the person we hold the number to. Reporting directly to the CEO and working closely with our Brand & Creative Director at Board level, you’ll translate brand strategy into commercial performance — profitably, predictably, and at pace.

If you’re a digital native, numerate operator who wants real ownership of a P&L in a business with genuine momentum behind it, this is the role.

What the role looks like

The remit sits across three pillars:

1. Below-the-line: Performance & Trading

• Own and run paid media across Meta, Google, TikTok and emerging platforms — directly or via a tightly managed agency relationship.

• Drive marketplace strategy and trading across our existing channels, with a clear eye on profitable expansion.

• Own pricing, promotional planning and discount discipline — particularly important as we reposition the brand upmarket.

• Manage the Shopify roadmap, conversion rate optimisation and customer journey performance.

2. Through-the-line: CRM, Retention & Loyalty Programmes

• Own email, SMS and CRM strategy end-to-end — segmentation, lifecycle, retention, LTV.

• Lead paid social along with organic socials alongside the brand team.

• Build and own the customer data and insight layer that informs every commercial decision we make.

3. P&L Ownership & Commercial Leadership

• Full accountability for the e-commerce P&L: revenue, contribution margin, marketing efficiency, customer economics.

• Build the annual e-commerce plan, forecast monthly, and report performance candidly to the CEO and Board.

• Lead, mentor and grow a small in-house team alongside agency and freelance partners.

• Partner with operations, buying and brand to make sure the commercial machine runs end-to-end.

Who we’re looking for

You’re commercially sharp and numerate. You’re comfortable owning a P&L and being held to it. Youve done this in fashion, lifestyle or premium DTC before — ideally for a brand of comparable size where you didn’t have a big team or a big budget to hide behind. You can think strategically and execute hands-on, often in the same afternoon.

You’re energised by a turnaround, not put off by it. You don’t need creative authority — you partner well with brand and creative leaders and translate their strategy into commercial outcomes.

Essential experience

• 5+ years in senior e-commerce or performance leadership, with recent ownership of a P&L.

• Hands-on Shopify experience (Shopify Plus desirable) and proven marketplace trading credentials.

• Deep performance marketing across paid search, paid social, affiliates and SEO — you’ve set strategy and you’ve also been close enough to the platforms to call BS on agency reporting.

• Demonstrable commercial track record — revenue growth, margin improvement, profitable customer acquisition. Not just traffic and impressions.

• Strong CRM and retention chops — Klaviyo or equivalent, segmentation, lifecycle, LTV thinking.

• Confident with data — Shopify analytics, GA4, marketplace dashboards, and pulling your own numbers when needed.

• Fashion, lifestyle or premium DTC background strongly preferred.

Desirable

• Experience working with an OMS (Linnworks) and ERP (Microsoft Dynamics 365 Business Central or similar).

• Exposure to international expansion and cross-border e-commerce.

• Experience operating inside a brand repositioning or premiumisation programme.

Why this role, why now

• Genuine P&L ownership and a direct line to the CEO and Board — not a layered, political org.

• A brand at an inflection point with fresh investment behind a clear strategy.

• Strategic separation between brand (led at Board level) and commerce (this role) — clean lines, clear remit.

• Real scope to build the function the way you think it should be built.

Our Culture

At Pretty You London, we value creativity, ambition, and a shared commitment to build the brand. We are a creative, strategic team with a clear vision to grow a brand that fulfils its commitment to the customer

This is a rare opportunity to join at a pivotal time, where your ideas, and campaign direction will have a tangible impact on our future

Benefits

• 25 days holiday plus Bank Holidays

• Birthday off

• One day WFH

• Flexi hours to suit busy lives - core hours 10am - 4pm

• Early Friday finishes (as work life balance is important to us)

• Socials - each quarter

• Generous employee discount on a premium product.

More benefits to be introduced this year!

• Free parking

• Tram stop only meters away