E-commerce Marketing Director in London

An international beauty group is seeking an E-commerce Marketing Director to lead the digital growth of a portfolio of premium and prestige beauty brands across Europe and beyond.

Reporting directly to the CMO, this is a high-impact role for a commercially minded digital leader who can combine brand building with performance-driven e-commerce. The successful candidate will shape the regional e-commerce strategy, accelerate consumer acquisition and retention, and build locally relevant growth models across European markets.

TikTok Shop and content-led commerce will be central to the role. We are therefore looking for someone with a proven track record of building and scaling brands on TikTok.

Location: London or Paris

Key responsibilities

• Define and lead the regional e-commerce marketing strategy.
• Develop and scale TikTok Shop as a strategic growth channel across European markets.
• Build an effective TikTok Shop operating model across short-form video, LIVE commerce, creator affiliates, product assortment, promotions and shop operations.
• Drive profitable growth across DTC, e-retailers, marketplaces and emerging social-commerce channels.
• Own the digital consumer journey, from awareness and acquisition through conversion, CRM, retention and lifetime value.
• Lead performance media, content, influencer, SEO, CRM and conversion-optimisation initiatives.
• Build and manage creator, affiliate and agency partnerships that generate measurable content-commerce results.
• Translate global brand positioning into locally relevant campaigns and commercial activation plans.
• Partner closely with Brand, Commercial, Retail, E-commerce, Product, Finance and Supply Chain teams.
• Manage agency and external partner relationships, ensuring strong execution and measurable return on investment.
• Establish a clear performance framework across net sales, GMV, traffic, conversion, AOV, CAC, ROAS, retention and contribution margin.
• Identify new growth opportunities across channels, consumer segments and strategic partnerships.

The ideal profile

• Significant e-commerce and digital marketing leadership experience within prestige beauty, luxury, fashion, wellness or premium consumer brands.
• Demonstrable, hands-on experience building and scaling a TikTok Shop business, ideally within beauty or another highly content-led consumer category.
• Strong knowledge of the TikTok Shop ecosystem, including creator affiliates, LIVE commerce, short-form shoppable content, product assortment, promotions and performance analytics.
• A strong track record of growing brands across the UK and/or France, with a solid understanding of both markets.
• Experience balancing long-term brand equity with short-term commercial performance.
• Strong knowledge of DTC, performance marketing, CRM, e-retail and marketplace ecosystems.
• Commercially rigorous, highly analytical and comfortable owning ambitious growth targets.
• An entrepreneurial builder who can operate effectively within an international and cross-functional organisation.
• Excellent stakeholder-management and communication skills, with the confidence to work directly with senior leadership.
• Fluent English and Chinese are required; French would be an advantage.