General Manager – Ecommerce & Growth
Company: Anaconda Fightwear
Location: Hybrid - Mostly Remote
Employment type: Full-time
Salary: £80,000- £120,000
About Anaconda
Anaconda is a fast-growing, eight-figure direct-to-consumer brand creating braces, supports and recovery products for athletes and active people.
We have built a strong position in the combat sports market and are now expanding into broader fitness, recovery and performance categories.
We are looking for an entrepreneurial General Manager to help lead the next stage of Anaconda’s growth.
The Role
This is a broad, hands-on leadership role for someone who can move comfortably between product, e-commerce, Amazon, merchandising and marketing.
You will work closely with the founder and senior team to identify opportunities, lead important projects and ensure ideas are turned into measurable commercial results.
You will not simply manage existing processes. You will be expected to improve them, challenge assumptions and take ownership of major areas of the business.
Key Responsibilities
Product Development
- Help identify and evaluate new product opportunities.
- Lead products from initial concept through sampling, testing, positioning and launch.
- Work with suppliers, designers and internal teams to improve existing products.
- Analyse customer feedback, reviews, competitors and market trends.
- Build clear commercial cases for new products, including pricing, margins and sales potential.
- Keep product development projects moving against agreed timelines.
Amazon
- Take ownership of Anaconda’s Amazon channel and growth strategy.
- Improve product listings, imagery, copy, pricing, reviews and conversion rates.
- Manage launches, promotions, inventory planning and channel profitability.
- Work with internal and external specialists to improve advertising performance.
- Identify and resolve issues relating to stock, account health, listings and brand protection.
- Ensure Amazon complements the wider DTC business rather than unnecessarily cannibalising it.
CRO and Website Development
- Lead ongoing conversion-rate optimisation across the Anaconda website.
- Identify friction points throughout the customer journey.
- Develop and prioritise tests involving landing pages, product pages, offers, bundles, upsells and checkout.
- Coordinate developers, designers and copywriters to deliver improvements.
- Use customer behaviour and performance data to guide decisions.
- Ensure projects are measured properly and successful tests are implemented quickly.
Merchandising
- Decide how products, collections, bundles and offers should be presented across the store.
- Improve product discovery, cross-selling and average order value.
- Plan seasonal campaigns, promotions and product-launch merchandising.
- Ensure the website reflects current inventory levels, commercial priorities and customer demand.
- Work with the marketing and operations teams to align merchandising with stock forecasts.
Marketing and Commercial Projects
- Lead important cross-functional marketing and growth projects - including overseeing email marketing
- Help develop go-to-market plans for new products.
- Coordinate projects across creative, paid media, email, influencers, operations and web development.
- Analyse performance and recommend where the business should focus its resources.
- Create clear project plans, assign ownership and hold teams accountable for delivery.
- Step into high-priority opportunities or problems that do not sit neatly within one department.
What Success Looks Like
During your first 12 months, you will be expected to:
- Establish a clear and profitable growth strategy for Amazon.
- Build a structured CRO roadmap and deliver measurable improvements in website conversion.
- Improve merchandising, bundling, cross‑selling and average order value.
- Strengthen Anaconda’s product‑development process.
- Successfully help bring new products to market.
- Improve the speed and quality of execution across major commercial projects.
- Reduce the number of important projects that depend directly on the founder to move forward.
About You
You are likely to have:
- Significant experience working in a fast‑growing DTC or e‑commerce business.
- Strong commercial judgement and an understanding of revenue, margin and profitability.
- Experience with Shopify and conversion‑rate optimisation.
- Experience managing or growing an Amazon business.
- Experience with product development, sourcing or product launches.
- The ability to manage several complex projects at the same time.
- Strong analytical skills and confidence working with performance data.
- Experience coordinating developers, designers, marketers, agencies and suppliers.
- A bias towards action and a willingness to get involved directly when required.
- Excellent written and verbal communication skills.
Experience in sports, fitness, recovery, health products or consumer electronics would be beneficial but is not essential.
The Type of Person We Want
This role will suit someone who:
- Think like an owner rather than an employee.
- Is highly organised but does not create unnecessary bureaucracy.
- Can move from strategy to execution without losing momentum.
- Makes decisions using both data and commercial judgement.
- Takes responsibility for outcomes rather than simply completing tasks.
- Is comfortable working closely with an entrepreneurial founder.
- Enjoys building systems, solving problems and making things better.
- Has high standards and expects the same from the people around them.
Why Join Anaconda?
- Join an established, fast‑growing international e‑commerce brand.
- Take ownership of several major growth opportunities.
- Work directly with the founder and senior leadership team.
- Help shape new products and the future direction of the company.
- Operate with significant autonomy and the ability to make a visible impact.
- Be rewarded for delivering meaningful commercial results.
How to Apply
Please send us:
- Your CV or LinkedIn profile.
Complete the following through Loom Video to be considered:
- A brief explanation of why you believe you are a strong fit for Anaconda.
- Examples of e‑commerce, Amazon, product‑development or CRO projects you have led.
- The most commercially valuable project you have personally delivered and the measurable result it produced.
