Ecommerce Manager - Sports/Streetwear Retailer

The company:

An in-house sportwear/streetwear brand is looking for an Ecommerce Manager, you will manage the Group's direct-to-consumer ecommerce channel end to end - 4 brands, 6 sites, trading in multiple currencies across sport and street fashion, and to lead the team that runs it.

The Head of Ecommerce, Systems & Trade Merchandising leads trade for the business. This role owns ecommerce: the sites, the customer experience, and the numbers that come from them. The successful candidate is accountable for their own ecommerce targets - conversion, margin, AOV and channel revenue - and for turning the trade direction set at Head of level into delivery onsite.

It is a broad remit for a single seat, and that is the appeal. Genuine ownership of a channel rather than a slice of one. It is not a marketing role, and it is not a project role.

Channel performance and targets

• Accountable for the ecommerce conversion, margin, AOV and revenue targets across all brands and territories.

• Translate the trade direction set by the Head of into onsite delivery - and own the outcome.

• Provide the ecommerce input into weekly trade: performance, commentary, risks and the actions being taken. Come with a view, not just a read-out.

• Identify and act on channel opportunity - category, brand, price point, territory, customer segment - rather than reporting on it after the event.

• Execute the promotional and markdown calendar onsite in line with the wider trade plan, protecting margin across brands and territories.

• Provide the ecommerce view into budget and reforecast, in partnership with the Merchandising team.

Site ownership and customer experience

• Own onsite merchandising across every brand site: category and collection curation, search and navigation, sort logic, cross-sell and PDP quality.

• Own and prioritise the conversion rate optimisation roadmap, including test design, measurement and rollout decisions.

• Own product data quality end to end - copy, attribution, categorisation, imagery completeness - and the processes that keep it clean across multiple brands at scale.

• Manage the onsite content and campaign calendar in partnership with Marketing, ensuring commercial priorities are properly represented.

• Own the launch process for new season, new product and new brand activity onsite, including drops and limited releases where relevant.

• Maintain a distinct commercial and customer proposition for each brand rather than running them as one template with different logos.

International and multi-currency trading

• Own trading performance by territory, including pricing, currency presentation and market-level configuration.

• Manage the commercial and customer implications of duty, tax and delivery terms across markets, working with Finance and Operations.

• Identify where territory-level performance justifies further investment, and where it does not.

• Ensure the customer experience holds up market by market - not just in the home territory.

Digital marketing interface

• Brief, direct and hold to account the paid media and CRM resource (internal and/or agency) against trading priorities.

• Provide the trading input into acquisition and retention planning; challenge spend allocation where the commercial return does not stand up.

• Monitor channel-level performance and contribution and escalate where efficiency is deteriorating.

Ecommerce operations

• Own online availability and stock file integrity, working with Merchandising and Systems.

• Manage the fulfilment relationship with the warehouse: dispatch SLAs, cut-offs, carrier performance and peak capacity planning.

• Own returns performance and the customer service escalation path.

• Lead ecommerce peak planning and readiness.

Systems, data and reporting

• Act as ecommerce business owner for the Shopify platform and supporting app stack: prioritising the roadmap, specifying requirements and making the commercial call on trade-offs.

• Represent ecommerce in systems and integration work between the platform and the ERP, including requirements, testing and sign-off.

• Partner with the Systems Engineer as an informed, specifying stakeholder. This role defines what is needed and why; it does not build it, and it does not hand over vague problems.

• Own ecommerce reporting and analytics (GA4, Shopify, Power BI etc) to a standard the wider business can rely on, including consistent metric definitions across brands.

Leadership and team development

• Line manage, coach and develop the Ecommerce Executives and Ecommerce Assistant.

• Set clear objectives, run regular one-to-ones, manage performance and build capability deliberately.

• Structure the team’s work so that each task sits at the right level - delegating transactional and executional work downward and creating headroom for genuine trading focus.

• Shape and develop the graduate role into a defined, valuable seat.

• Represent ecommerce credibly to the Leadership Team and to peers across Merchandising, Marketing, Retail and Operations.

Success in the first twelve months

By 3 months

• Fluent across every brand site and territory; contributing a genuine point of view into weekly trade.

• Clear read on team capability, with objectives set for each direct report.

• Prioritised view of the top channel opportunities and the top operational risks.

By 6 months

• Ecommerce commentary that explains performance rather than describing it and is trusted across the business.

• CRO and site merchandising roadmap live and delivering measurable movement in conversion.

• Territory-level performance understood and being actively managed rather than reported.

Person specification

Essential

• Demonstrable ownership of ecommerce performance against targets - conversion, margin, AOV and revenue - in a product-led business.

• Proven line management experience: at least one direct report, with real evidence of developing people rather than simply allocating work.

• Hands-on Shopify (or comparable enterprise platform) experience, including merchandising, product data and app ecosystem.

• Confident with analytics - GA4 or equivalent - and able to turn data into a decision rather than a report.

• Strong commercial numeracy. Comfortable interrogating and defending the numbers behind a channel.

• Experience working alongside a merchandising or buying function, with a working understanding of stock, intake, availability and markdown.

• Credible and clear with senior stakeholders; able to hold a position under challenge.

• Organised and self-directing, comfortable operating with autonomy in a business where structure is still being built.

Desirable

• Background in sport, sportswear, streetwear or fashion retail.

• Multi-brand or multi-site experience - running several propositions in parallel rather than one.

• Multi-currency or international trading experience, including market-level pricing and delivery terms.

• Exposure to a business operating across wholesale, retail and DTC.

• Experience managing agency relationships for paid media or CRM.

• Familiarity with NetSuite or a comparable ERP.

Behaviours we are looking for

• Takes ownership. Treats the channel and its numbers as their own, not as a set of tasks handed down.

• Delegates properly. Instinctively pushes work to the right level and builds people up as they do it.

• Commercially curious. Asks why the number moved before deciding what to do about it.

• Pragmatic. Comfortable in a business that is scaling and where not every process exists yet.

• Collaborative but not passive. Works well across functions and still argues the ecommerce case when it needs arguing.

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Please be aware the duties listed above are an interpretation of the role and do not form any part of your employment contract. Please ask the interviewer any questions about the role that you wish to clarify.

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