Find a job 
Featured Companies 
Featured Universities 
For Companies At a Glance
- Tasks: Lead a team to drive e-commerce growth and optimise digital marketing strategies.
- Company: Join Lakeland, a trusted name in kitchen and home products since the 60s.
- Benefits: Enjoy hybrid working, competitive salary, 29 days holiday, and generous product discounts.
- Why this job: Be part of a dynamic team focused on innovation and customer experience in e-commerce.
- Qualifications: 2+ years in e-commerce merchandising with strong analytical and leadership skills required.
- Other info: Work from our Windermere office at least 3 days a week.
The predicted salary is between 48000 - 66000 £ per year.
Hybrid working (Head Office Windermere – minimum 3 full days on site per week)
Salary: £57,000 pa
The Role
This pivotal role is responsible for delivering the growth objectives for Lakeland.co.uk and third party marketplaces; managing a team of 9 across digital marketing channels (PPC, SEO, Email, Affiliates, Social) and digital trading to achieve a +£50m sales budget. The role will work cross-functionally with the digital operations and development team to deliver the KPIs which support the growth objectives.
Specifically, you’ll be responsible for:
- Optimising the value of visitors and marketing channels by using data and insight to perform agile trading conversion rate optimisation activity (landing page optimisation, sort order, attributes, search results, recommendations, content etc.) by device, and for recommending larger inputs into the digital ops and development team’s developmental roadmap.
- Managing a £5m CRM and Acquisition budget, evaluating the trade-offs between Cost of Acquisition (CAC) and Customer lifetime value (CLTV) to create the optimum spend.
- Ensuring the category and product proposition is appropriately ‘digitally’ focused by collaborating with the data/insight and buying/merchandising teams, using data and insight to influence product and category focus decisions.
- Aligning the digital channels’ focus and execution with the commercial plan by collaborating with the brand/creative team to ensure creative assets are digitally suitable.
- Increasing the digital channels’ profitability by collaborating with the data/insight team, supply chain and buying/merchandising to configure the range, price, delivery thresholds and delivery charges by digital channel.
- Improving the operating profit of the marketplaces channel by analysing performance through a profit lens and understanding the levers to pull (storage costs, marketing costs, commission etc.) to drive a profitable performance.
About You
An experienced leader that knows how to bring out the best in their team in order to deliver in a challenging cross-functional trading environment. You’ll be commercially astute and possess strong analytical skills - able to make sense of complex problems quickly with a balance for action. You’ll be trading focused, with the ability to recognise the customer and commercial trade-offs, articulating the case for change with supporting customer and commercial benefits. You’ll have an excellent ability to prioritise and manage competing internal demands to drive the greatest value. Importantly, you’ll be an excellent influencer and engager, able to build and nurture positive relationships with key stakeholders across the business. Confidence, patience, politeness, tact and diplomacy, when dealing with difficult situations is essential.
About Lakeland
Founded in the early 60s, with the same strong values of quality and customer care now as when we first started. From selling plastic bags for home freezing from the Rayner family garage in Windermere, to over 4000 kitchen and home products today, Lakeland has grown to the extent that we now send out thousands of parcels a day from our Kendal despatch centre, and we have stores nationwide, stretching from Aberdeen to Exeter, with more in the pipeline. There are many benefits to being part of the Lakeland team. Other than being part of a huge and happy working family, our colleagues are rewarded with a competitive salary, a group personal pension plan. There are 29 days’ paid holiday (including bank holidays) and generous discounts on our products. We offer a great retail environment, and the chance to be part of a team who like to work and socialise together.
Overall Purpose of the Role
To drive the commercial performance of Lakeland.co.uk and third party marketplaces by optimising the digital customer experience and influencing commercial enablers.
Knowledge and Experience
- 2+ years experience in merchandising and trading an e-commerce P&L, preferably for a multi-channel retailer.
- Proven experience in translating a digital trading plan into an executable roadmap.
- Experienced in leading and managing a team to deliver against the plan and roadmap created.
- A digital specialist, but balanced with wider multichannel or head office experience.
- Experience of using GA360.
Capability
- Commercially astute and possesses strong analytical skills - able to make sense of complex problems quickly with a balance for action.
- Trading focused, with the ability to recognise the customer and commercial trade-offs, articulating the case for change with supporting customer and commercial benefits.
- An excellent ability to prioritise and manage competing internal demands to drive the greatest value.
- An excellent influencer and engager, able to build and nurture positive relationships with key stakeholders across the business.
- Confidence, patience, politeness, tact and diplomacy, when dealing with difficult situations.
- An experienced leader that knows how to bring out the best in their team in order to deliver in a challenging cross-functional trading environment.
Major Accountabilities
- Deliver the +£50m digital sales and cash margin budget by building marketing channel plans that deliver budgeted traffic, conversion and AOV, and as is necessary trading tactically to meet these plans.
- Optimise the value of visitors and marketing channels by using data and insight to perform agile trading conversion rate optimisation activity (landing page optimisation, sort order, attributes, search results, recommendations, content etc.) by device and to recommend larger inputs into the digital ops and development team’s developmental roadmap.
- Manage a £5m CRM and Acquisition budget, evaluating the trade-offs between Cost of Acquisition (CAC) and Customer lifetime value (CLTV) to create the optimum spend.
- Ensure the category and product proposition is appropriately ‘digitally’ focused by collaborating with the data/insight and buying/merchandising teams, using data and insight to influence product and category focus decisions.
- Align the digital channels’ focus and execution with the commercial plan by collaborating with the brand/creative team to ensure creative assets are digitally suitable.
- Increase the digital channels’ profitability by collaborating with the data/insight team, supply chain and buying/merchandising to configure the range, price, delivery thresholds and delivery charges by digital channel.
- Improve the operating profit of the marketplaces channel by analysing performance through a profit lens and understanding the levers to pull (storage costs, marketing costs, commission etc.) to drive a profitable performance.
- Ensure Lakeland is at the forefront of digital knowledge and capability by actively building industry relationships and attending industry events.
Senior E-commerce Manager employer: Lakeland
Contact Detail:
Lakeland Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Senior E-commerce Manager
✨Tip Number 1
Familiarise yourself with Lakeland's product range and their digital presence. Understanding their unique selling points and how they position themselves in the market will help you articulate your vision for optimising their e-commerce strategy.
✨Tip Number 2
Showcase your analytical skills by preparing examples of how you've used data to drive decisions in previous roles. Be ready to discuss specific metrics you've improved, such as conversion rates or customer lifetime value, which are crucial for this position.
✨Tip Number 3
Network with current or former employees of Lakeland on platforms like LinkedIn. Engaging with them can provide insights into the company culture and expectations, which can be invaluable during interviews.
✨Tip Number 4
Prepare to discuss your leadership style and how you motivate teams in a cross-functional environment. Highlighting your experience in managing diverse teams will demonstrate your capability to lead effectively at Lakeland.
We think you need these skills to ace Senior E-commerce Manager
Some tips for your application 🫡
Tailor Your CV: Make sure your CV highlights relevant experience in e-commerce management, digital marketing, and team leadership. Use specific examples that demonstrate your ability to drive sales and optimise digital channels.
Craft a Compelling Cover Letter: In your cover letter, express your passion for e-commerce and how your skills align with the role's requirements. Mention your experience with managing budgets and improving profitability, as well as your ability to work cross-functionally.
Showcase Analytical Skills: Provide examples of how you've used data and insights to make informed decisions in previous roles. Highlight any experience with tools like GA360 and how you've applied this knowledge to improve trading performance.
Demonstrate Leadership Qualities: Illustrate your leadership style and how you've successfully managed teams in challenging environments. Share specific instances where you've influenced stakeholders and built positive relationships across departments.
How to prepare for a job interview at Lakeland
✨Showcase Your Analytical Skills
As a Senior E-commerce Manager, you'll need to demonstrate your strong analytical skills. Be prepared to discuss specific examples of how you've used data to drive decisions in previous roles, particularly in optimising conversion rates and managing budgets.
✨Highlight Leadership Experience
This role requires leading a team of nine. Share your experiences in managing teams, focusing on how you motivate and develop your team members to achieve their best performance in a cross-functional environment.
✨Understand the Digital Landscape
Familiarise yourself with the latest trends in e-commerce and digital marketing. Be ready to discuss how you would apply these trends to enhance Lakeland's online presence and profitability, especially in relation to third-party marketplaces.
✨Prepare for Scenario-Based Questions
Expect questions that assess your problem-solving abilities. Prepare for scenario-based questions where you might need to articulate how you would handle specific challenges related to trading, customer acquisition, or budget management.
