Head of Ecommerce

DeMellier is looking for an exceptional Head of E-Commerce to lead and accelerate our global online business.

Reporting to the Commercial Director, this is a highly commercial, analytical and hands-on leadership role with ownership of e-commerce trading performance, data & insights, the digital roadmap and team performance.
We are looking for someone who combines strong commercial instinct with rigorous analytical thinking: someone who can read the business through the numbers, identify what is driving performance, and turn those insights into decisive commercial action.

Suitable applicants will know how to trade a website as a dynamic commercial channel, continually optimising product, content and customer journeys to maximise performance. At the same time, you will own a complex e-commerce roadmap, ensuring projects move from strategy to execution at pace and to a high standard.

Just as importantly, you will be an inspiring and demanding people leader, able to create clarity, accountability and momentum while developing and motivating a high-performing team.

Key responsibilities of the Head of Ecommerce

E-Commerce Trading & Commercial Performance:

• Own the day-to-day trading of DeMellier.com and be accountable for delivering online revenue and commercial targets.
• Build and lead the weekly trading rhythm, analysing performance versus budget and forecast and translating insights into clear commercial actions.
• Understand performance across traffic, conversion, AOV, product, stock, customer and market, identifying opportunities and risks early.
• Continually optimise the website commercially through product ranking, merchandising, launches, storytelling, stock visibility and customer journeys.
• Partner closely with Merchandising, Digital Marketing, CRM and Brand to ensure traffic, product and content strategies work together to maximise profitable growth.
• Develop forecasts and trading plans across key markets and proactively implement actions to close performance gaps or capitalise on opportunities.

Data, Analytics & Business Reporting:

• Own e-commerce performance reporting and establish a rigorous, data-driven approach to decision-making.
• Build and run clear weekly, monthly and ad-hoc business reporting, providing senior leadership with a concise view of performance, drivers, risks, opportunities and required actions.
• Analyse performance by market, channel, device, customer, product/category and conversion funnel to understand what is driving results.
• Go beyond reporting what happened: determine why it happened, what it means commercially and what we should do next.
• Own the e-commerce KPI framework and ensure reporting and dashboards provide an accurate, actionable view of the business.
• Use data to inform decisions across trading, merchandising, CRO, product launches, stock allocation and customer experience.

E-Commerce Roadmap & Project Delivery:

• Own, prioritise and deliver the e-commerce roadmap, balancing commercial impact, customer experience, technical complexity and resources.
• Translate business priorities into clear project plans, milestones, ownership and measurable outcomes.
• Lead projects end-to-end, from business case and requirements through implementation, testing, launch and post-launch performance analysis.
• Manage multiple internal stakeholders, agencies and technology partners, ensuring projects are delivered on time, on budget and to a high standard.
• Maintain strong project governance, proactively identifying dependencies, risks and blockers and driving them through to resolution.

Conversion & Customer Experience:

• Own the CRO and experimentation roadmap, using quantitative and qualitative data to identify the highest-impact opportunities.
• Identify friction throughout the customer journey and continually refine the online experience to improve conversion and engagement.
• Lead A/B testing and experimentation, establishing clear hypotheses, success metrics and commercial measurement.
• Ensure the digital experience reflects DeMellier’s premium positioning while delivering a seamless, intuitive and high-performing customer journey.

Leadership & Team Performance:

• Lead, develop and motivate the e-commerce team, creating a culture of commercial ownership, curiosity, pace and accountability.
• Set clear objectives and priorities, ensuring the team understands both what needs to be delivered and the commercial impact behind it.
• Coach the team to strengthen their trading, analytical and execution capabilities.
• Create an environment where people feel motivated and empowered while maintaining high standards of performance.
• Work collaboratively across the wider business, bringing teams together around shared commercial priorities.

What DeMellier is looking for:

• An experienced e-commerce leader with a strong track record of growing and trading a significant DTC e-commerce business
• At least 8 years' experience in a similar role in a global fashion business
• Significant experience in managing +3 team
• Exceptional analytical skills; highly numerate, confident interrogating complex data and able to turn analysis into clear commercial decisions.
• Excellent e-commerce trading capability, strong commercial instinct and demonstrable experience actively trading and optimising a high-volume website.
• Strong business reporting skills able to build forecasts, analyse performance and confidently communicate insights and recommendations to senior leadership.
• Excellent project management skills, a proven ability to own and deliver complex digital roadmaps involving multiple stakeholders and technical partners.
• Strong communication skills and people leadership, able to set high standards, motivate and develop a team, manage performance and create accountability.
• Strong understanding of e-commerce KPIs, CRO, UX, digital merchandising and the customer funnel, with experience using analytics and e-commerce platforms to drive decision-making.
• Solid experience with Shopify Plus, GA, Dynamic Yield and Forter
• Relevant experience within fashion or Beauty, luxury, premium retail or another highly brand-led consumer environment is a plus.

What success looks like:

Success in this role means building an e-commerce function that is commercially sharp, analytically rigorous and operationally excellent: delivering ambitious growth, identifying opportunities faster, executing the roadmap with discipline and developing a motivated, high-performing team.

DeMellier Benefits:

• Hybrid working
• Annual Leave package increases the longer you stay with us
• Enhanced company maternity policy
• Employee Discount: 50% off Stock and up to 90% off Seasonal Sample Sales
• Free DeMellier gift bag on successful probation
• Seasonal bag allowance
• Salary sacrifice pension scheme