Ecommerce Lead Executive - Hybrid or Remote in London

We’re Free Soul - wellbeing for her, however she defines it. Because no two experiences are ever the same, and her path deserves to be as individual as she is. We shine a light on the unfiltered reality of being well - not the industry-standard version, but the honest, everyday pursuit of what makes her feel good.

How do we do it? By creating expertly formulated products with clinically tested ingredients that support every woman’s unique needs. Working at Free Soul is more than just a job - it’s a purpose. We’re a mission-led team where everyone genuinely cares about the impact we’re making.

We lead with ownership - taking responsibility for our work, our ideas, and the energy we bring. Each person has the freedom and trust to run with bold ideas and be accountable for making them happen. We show up with respect and kindness - to our teammates, our community, and ourselves. We listen. We celebrate differences. And we create a space where everyone feels seen and valued.

We’re driven by a growth mindset - we stay curious, open to feedback, and committed to learning. Challenges are seen as opportunities, and we never stop evolving - as individuals, as a team, and as a brand. We own the women’s nutrition space by doing things differently - liberating, not restricting. We celebrate every side of her - the quirks, the flaws, the fierce and the tender. Our brand reflects her real, raw journey and gives her the freedom to show up exactly as she is. That’s what makes Free Soul a truly special place to work.

What you’ll be doing

The Ecommerce Lead Executive will own the day-to-day performance and development of our D2C website, with a clear objective: turn more of our traffic into customers and revenue. This is a hands-on, commercially focused role combining ecommerce, CRO, analytics and digital product thinking. You’ll run our Shopify store with a particular focus on building landing pages to drive conversion, identify opportunities across the customer journey and turn those insights into better landing pages, website experiences and experiments.

We want someone who doesn’t just identify problems or produce recommendations. You’ll be expected to find opportunities, develop hypotheses, build solutions, test them and measure the commercial impact. You’ll work particularly closely with Performance Marketing and Creative to connect our acquisition activity with the onsite experience.

Landing pages & customer journeys

• Design and build high-converting landing pages for paid acquisition campaigns.
• Translate campaign propositions, creative angles and customer intent into compelling onsite experiences.
• Develop page structures, information hierarchy, messaging and conversion journeys.
• Work closely with Performance Marketing and Creative to ensure continuity between ad creative and the post-click experience.
• Rapidly create and test different landing-page concepts, offers and customer journeys.

Ecommerce & trading

• Own the day-to-day management and commercial performance of the Shopify store.
• Manage onsite merchandising, product launches, promotions and campaign execution.
• Ensure the site remains commercially effective, accurate and optimised across mobile and desktop.
• Identify opportunities to improve AOV, conversion rate and revenue per visitor.
• Work with the wider team to ensure the website supports key trading and growth priorities.

CRO & experimentation

• Own the day-to-day CRO and experimentation roadmap.
• Analyse customer behaviour and conversion funnels to identify friction and opportunities.
• Turn insights into clear hypotheses and prioritised experiments.
• Design and launch A/B tests across landing pages, PDPs, navigation, cart and other key customer journeys.
• Analyse experiment results and use learnings to inform future development.
• Build a culture of continuous iteration rather than relying solely on large website redesigns.

Analytics & customer insight

• Use tools such as GA4, Contentsquare, Shopify Analytics, AI-assisted insights, behavioural analytics and experimentation platforms to understand website performance.
• Analyse funnels and customer behaviour to identify where and why customers drop out.
• Combine quantitative data with customer insight, session recordings and other qualitative signals.
• Regularly surface opportunities and recommendations rather than waiting for briefs.

Shopify & rapid development

• Be highly comfortable working within Shopify and modern ecommerce themes.
• Build and modify pages and components using existing theme functionality and page-building tools.
• Use AI-assisted development tools to accelerate prototyping, development and experimentation.
• Work with specialist developers where required for more technically complex projects.
• Maintain a high standard of QA, performance and usability across new experiences.

UX & design

You do not need to be a traditional UX or UI designer, but you should have strong digital product instincts and an excellent understanding of what makes an ecommerce experience effective. You should be comfortable making decisions around page structure, hierarchy, customer journeys, mobile UX and established ecommerce interaction patterns, working within the wider brand and visual design system.

What we’re looking for in you

• 3+ years’ experience across ecommerce, CRO, digital product or a closely related discipline.
• Experience designing or building landing pages and customer journeys.
• Strong hands-on experience working with Shopify or a comparable ecommerce platform.
• Demonstrable experience improving ecommerce conversion performance.
• Strong analytical skills and confidence using ecommerce and behavioural data to identify opportunities.
• Working knowledge of A/B testing and experimentation.
• Strong commercial judgement — you understand that the objective is not simply to create a better-looking website, but to grow the business.
• Comfortable operating autonomously and taking an idea from insight through to execution and measurement.
• Curious about AI and modern development tools and interested in using them to increase the speed and quality of execution.
• Experience within a high-growth D2C business or CRO/ecommerce agency would be particularly valuable.

You’ll thrive here if you’re

• A self-starter who loves taking initiative and ownership.
• Curious, commercially aware, and always looking for the “why”.
• Ready to step into a high-impact role where your ideas matter.
• Positive, energetic, and open to feedback, you see every challenge as a growth opportunity.
• Proud of what you do, seeing things through from concept to completion.
• Able to embrace challenges, knowing that setbacks aren’t failures, they’re lessons and a chance to gain experience.
• Passionate about a purpose driven organisation.

What you’ll get in return

• Core working hours of 10:00-16:00. We’re all about flexibility when it comes to your hours! Feel free to adjust your schedule to fit your needs.
• Hybrid working: 3 days in the office per week.
• Work from anywhere for 2 weeks a year.
• 25 days holiday as well as bank holidays AND your birthday off!
• Enhanced Family Leave.
• Free Soul product pantry - access to a variety of Free Soul products whilst working in the office.
• Your monthly Free Soul essentials, delivered to your home - for free!
• 30% friends and family discount.
• Pension plan.
• Access to Vitality health insurance.
• Team socials, lunch & learns and internal events.