Director of Ecommerce

We’re looking for a forward-thinking Director of Ecommerce to lead the next phase of growth for one of Europe’s leading musical instrument and music equipment retailers. Following 30% year-on-year growth and revenues of £191 million in FY26, Gear4music is scaling rapidly across both the UK (+26% YoY) and Europe/rest of world (+36% YoY), creating a significant opportunity to shape the future of ecommerce at an international level. This is a pivotal leadership role with responsibility for accelerating online growth while evolving our ecommerce capability through data, technology and AI. Reporting to the CEO and working with technology, marketing and trading teams, you will define and deliver the ecommerce vision and roadmap, balancing innovation with commercial execution. From personalisation and onsite discovery to trading optimisation and operational efficiency, you will play a central role in defining how we use AI and intelligent automation to enhance the customer experience at scale. As we continue to expand internationally, this role will be fundamental in ensuring we deliver a seamless, commercially effective experience for millions of customers across multiple markets.

Key Responsibilities

• Define and deliver the ecommerce strategy and roadmap to support scalable international growth across the UK and European markets.
• Define and lead Gear4music’s AI strategy across ecommerce and customer-facing digital experiences.
• Define and deliver holistic design & UX modernisation across our website estate.
• Identify and implement scalable AI and automation opportunities that improve customer experience, operational efficiency, and commercial performance.
• Lead the adoption of AI-powered capabilities to drive conversion and revenue by enhancing customer experience in areas such as:
• Personalised customer journeys and recommendations
• Intelligent search and product discovery
• Predictive merchandising and demand forecasting
• Automated content generation and enrichment
• Customer self-service and support automation
• Drive the use of data, automation, and AI to improve internal workflows and operational scalability across ecommerce, marketing, customer service, and commercial teams.

Cross-Functional Leadership & Collaboration

• Work closely with Engineering, Data, Marketing, Operations, and Product teams to deliver high-impact digital initiatives with AI at their core.
• Collaborate with senior leadership to align ecommerce and AI investment with broader business strategy and growth objectives.
• Manage external partners, vendors, and AI solution providers where appropriate.

Data, Performance & Governance

• Own ecommerce performance reporting, analytics, and KPIs to support informed commercial decision making.
• Establish a culture of testing, learning, and continuous optimisation across the ecommerce function.
• Ensure digital and AI initiatives adhere to appropriate governance, privacy, security, and ethical standards.
• Monitor market trends, emerging technologies, and competitor activity to ensure Gear4music remains at the forefront of ecommerce innovation.

Skills and Experience

• Proven leadership in ecommerce within a high-growth or high-scale retail/digital environment.
• Strong track record delivering online revenue growth and digital optimisation.
• Hands-on experience implementing AI-powered tools or leading digital transformation initiatives.
• Excellent understanding of ecommerce systems, analytics, CRO, and merchandising.
• Ability to translate commercial goals into actionable AI and digital strategies.
• Exceptional cross-functional collaboration and communication skills.

Preferred

• Experience working with bespoke or complex ecommerce platforms.
• Familiarity with LLMs, ML models, recommendation engines, or automation frameworks.
• Experience leading multidisciplinary teams across commercial and technical domains.

What we'll give you

• Generous discount scheme across our full range of music and home entertainment products.
• Employee Assistance Programme, offering 24/7 caring & compassionate support across a wide range of areas.
• Access to 30 qualified Mental Health First Aiders across the business, demonstrating our commitment to prioritising mental health & wellbeing support as a ‘Mindful Employer’.
• Free car parking with access to electric charging points.
• Our modern office space features an onsite café and bar where we hold regular social events.
• Onsite gym and physio with Gear4music discounts & perks.
• A relaxed dress code and a great coffee machine to make your day more enjoyable.
• Plus the following: employee referral scheme, employer pension scheme, corporate eyecare vouchers, cycle to work scheme, company sick pay scheme, enhanced maternity, paternity & adoption pay, annual flu vaccinations, access to the 26-day per annum WFH policy where job roles permit.

We are an equal opportunities employer and welcome applications from all suitably qualified candidates, regardless of age, disability, gender reassignment, marriage or civil partnership status, pregnancy or maternity, race, religion or belief, sex, or sexual orientation, in line with the Equality Act 2010. If you require any reasonable adjustments as part of the recruitment process, please let us know. A member of our friendly recruitment team will contact you to discuss your needs in more detail and ensure appropriate arrangements are made. We have an open, collaborative, and friendly culture, and offer a supportive learning environment for people to grow and develop a career with us.