Head of Ecommerce

Job Title: Head of Ecommerce

Department: Ecommerce / Digital

Direct Reports: CRM Manager, Ecommerce Manager, Trade Analyst, PM Agency, BI tool / CRM Agency

Contract type: Permanent, 40 hours per week

Location: The Fold’s Head office in Bermondsey. Hybrid working- 4 days per week in the office

About the Fold:

The Fold London is an award-winning British luxury womenswear brand built on a singular, powerful idea: that the women who run boardrooms, lead teams and shape the world deserve clothes as ambitious as they are. Founded with a clear mission to dress professional women with intention, The Fold has built a loyal global community of customers who value craft, quality, and considered design over fast fashion.

With a multi-channel presence - led by ecommerce and supported by our two London stores in Chelsea and the City – The Fold has built a loyal and growing customer base across the UK, US and internationally.

As we enter the next stage of growth, we are investing heavily in our international expansion, commercial capability, systems, customer insight and operational infrastructure. This role is a key part of that journey.

You can explore our world at www.thefoldlondon.com and find us on Instagram, LinkedIn, and Facebook as @thefoldlondon.

Role Overview:

This is not a caretaker role. We are looking for a commercially driven, digitally fluent leader who will take full ownership of our end-to-end ecommerce operation, from on-site conversion and trading performance to paid media, CRM, and the broader consumer journey.

The primary objective is transformational: to take The Fold's digital infrastructure from operational immaturity to a highly commercial, automated and scalable ecosystem that reflects the quality and ambition of the brand itself. You will work closely with the Commercial Director and senior leadership team, collaborate with IT on systems integration, and lead a growing ecommerce team at a pivotal moment in the brand's growth.

Your Team:

You will build and develop a lean, high-potential team with clear structure and defined remit. Your direct reports are:

• New role: CRM Manager — owns technical CRM logic, email automation, consumer data hygiene, and personalised multi-step customer journeys
• New role, which will transition from Digital Agency support to In-House: Senior Biddable Manager (+ Biddable Manager) — accountable for all paid media channels, performance marketing budget, new customer acquisition
• Existing role: Ecommerce Manager (+ Ecommerce Assistant) — daily site operations, digital merchandising, checkout performance, platform availability
• New role: Trade Analyst — commercial data modelling, performance dashboards, and automated reporting pipelines
• We currently work with 4 performance marketing agencies / platforms. You will directly manage these agency relationships and assess the platforms to evolve over time to support your team / functions, bringing expertise / delivery in-house where possible

Key Responsibilities:

1. Trading an Commercial Performance

• Own and deliver the ecommerce P&L with full accountability for online revenue, forecasting, and margin
• Lead weekly and monthly trading cadence — analysing performance data and translating insights into fast, clear commercial decisions
• Define and execute pricing, promotional, and discounting strategy in alignment with brand positioning
• Drive continuous improvement across conversion rate, AOV, and units per transaction

1. Website and on-site Experience

• Oversee end-to-end website architecture and on-site consumer journey — from homepage through to checkout
• Lead category and product page optimisation, campaign execution, and digital merchandising
• Ensure all on-site content reflects The Fold's luxury positioning, brand standards, and SEO best practice
• Collaborate with IT on platform integrations, site improvements, and systems architecture — we run on BigCommerce
• Identify and remove friction across the UX and checkout experience to maximise conversion

1. Performance Marketing and Acquisition

• Provide strategic direction to the Senior Biddable Manager across paid search, paid social (Meta, Google, LinkedIn, others tbd), and display
• Ensure paid media spend is optimised for ROAS, CPA, and new customer acquisition targets
• Collaborate with brand and creative teams to ensure digital assets are channel-appropriate and conversion-ready
• The Fold also send both house file and cold file (acquisition) catalogues in the UK and the US. You will also be responsible for the data strategy for the catalogue marketing, working closely with the brand team to represent The Fold to existing and new audiences, testing the effectiveness of the catalogues and managing the production costs

1. CRM, Email and Retention

• Set the strategic direction for CRM — building personalised, automated customer journeys that drive retention, repeat purchase, and LTV
• Ensure the CRM programme supports both acquisition and reactivation goals
• Champion a data-first approach to segmentation, testing, and consumer lifecycle management

1. Data, Analytics and Reporting

• Build and maintain a robust analytics framework — using tools such as Google Analytics, attribution modelling, and cohort analysis
• Work closely with the Trade Analyst to replace manual reporting with automated, actionable dashboards
• Use data to inform decisions quickly, communicate performance clearly to senior leadership, and course-correct fast

1. Leadership and cross-functional collaboration

• Lead, develop, and inspire a team of seven across ecommerce trading, performance marketing, CRM, and analytics
• Partner with the Head of Brand, Product Marketing Manager (new role), Merchandising, and Finance to align digital delivery with the broader business calendar
• Act as the digital voice in senior leadership conversations — confident presenting commercial data and strategic recommendations

About You

We are looking for someone who combines commercial sharpness with genuine digital expertise — a leader who can think strategically and also roll their sleeves up when it counts.

• Significant ecommerce leadership experience in a DTC environment — ideally within fashion, luxury, or a comparable premium consumer brand
• Proven P&L ownership and a track record of delivering revenue growth through digital channels
• Hands-on experience with Shopify or BigCommerce (BigCommerce experience a bonus — it's what we use, possible transition to Shopify in the next 12-18 months)
• Strong analytical capability — comfortable with GA4, attribution tools, and translating data into decisions
• Experience leading and developing cross-functional digital teams
• Deep understanding of performance marketing, CRM, and the full ecommerce funnel
• A solutions-first mindset — you find a way forward rather than a reason to stop
• Excellent stakeholder communication skills — you can talk trading with the Commercial Director and creative with the brand team in the same afternoon
• A genuine appreciation for quality, craft, and luxury brand positioning — you understand what The Fold stands for and why it matters

Benefits & Perks:

We believe great work happens when people feel supported, valued, and inspired—here’s how we make that happen:

• 33 days holiday (25 days + bank holidays) + option to buy more!
• Pension scheme
• Salary sacrifice options (pension & childcare)
• Financial wellbeing platform to support your goals
• £1,250 annual The Fold gift voucher
• Bike to work scheme to save on bikes & equipment
• Employee Assistance Programme (confidential wellbeing support when you need it)
• Eye care support
• Enhanced maternity pay
• Friends & family discount – enjoy 50% off full retail price
• Monthly social events, plus summer & Christmas parties
• Summer Fridays for that early start to the weekend
• Fully stocked snack cupboards, fresh fruit, plus great coffee & tea
• Opportunities to give back through volunteering with our charity partner, Smart Works

Why The Fold

• A brand with a clear point of view and a fiercely loyal customer base — you will be selling something you can believe in
• Opportunity to play a highly visible role in a growing premium fashion brand
• Direct exposure to the leadership team and key strategic initiatives
• Broad and genuinely commercial remit with real influence on business performance
• Opportunity to help shape the next stage of international and operational growth
• Entrepreneurial environment with high levels of ownership and autonomy
• Collaborative culture with ambitious plans for the future
• Recent investment from a new owner. The brand is at a new chapter of growth across both existing and new channels, and operates internationally.

Diversity and Inclusion

We promote a diverse and inclusive workplace which harnesses the benefits of the diversity of our team and strives to represent the communities in which we live and work. Our vision is to establish an environment that attracts individuals from a wide range of backgrounds and talents, empowering them to contribute their best and authentic selves. We welcome and encourage applications from those who share our commitment to fostering this inclusive and authentic work culture.