Ecommerce Manager - Fashion

We are recruiting for an experienced E-commerce Manager to join a premium, independent fashion and lifestyle brand based in London. Our client is an established and highly considered brand with a distinctive position in the premium fashion market. Known for exceptional product quality, thoughtful design, craftsmanship and responsible production, the business has developed a loyal customer base and a strong direct-to-consumer presence.

As the business continues to grow, we are looking for an E-commerce Manager in London to take ownership of the online store as a key commercial and trading channel.

The Role

The E-commerce Manager will have direct ownership of the day-to-day performance and development of the client's e-commerce channel, spanning e-commerce trading, website merchandising, email marketing, CRM, content, conversion optimisation and analytics. This is a hands-on role for an individual who enjoys combining commercial thinking with digital execution. You will be responsible for making trading and merchandising decisions, building email campaigns, analysing performance and continually improving the online customer journey. You will also manage an ad-hoc freelance e-commerce developer for technical requirements.

Key Responsibilities

• E-commerce Trading & Merchandising
  • Take full day-to-day ownership of the online store and e-commerce trading performance.
  • Develop and execute weekly trading activity across the website.
  • Trade the website through new product launches, collection drops, seasonal activity and key commercial periods.
  • Manage the online presentation and merchandising of products and collections.
  • Monitor sales, conversion rate, traffic, average order value and product performance.
  • Use trading data and customer behaviour to identify opportunities for growth.
  • Optimise product visibility, collection ordering, navigation and onsite promotional activity.
  • Ensure product launches are accurately and commercially executed across the website.
  • Maintain a clear focus on revenue, conversion and customer experience.
  • Identify opportunities to improve the online trading proposition and maximise the commercial potential of each collection.
• Email Marketing & CRM – Klaviyo
  • Own the email marketing calendar and execute approximately three campaigns per week.
  • Build, schedule and manage email campaigns in Klaviyo.
  • Develop and maintain customer segments based on behaviour, purchase history and engagement.
  • Build, manage and optimise automated Klaviyo flows and customer journeys.
  • Plan and execute A/B testing across subject lines, content, creative, calls to action, segmentation and send strategy.
  • Analyse email performance and identify opportunities to increase engagement, conversion and revenue.
  • Ensure email campaigns connect effectively with website merchandising and product launches.
  • Work with brand and creative colleagues to ensure email communications remain commercially effective while maintaining brand consistency.
  • Continuously develop the CRM strategy to increase customer engagement, repeat purchase and lifetime value.
• Website Content & Digital Merchandising
  • Manage product pages, collections, navigation and onsite merchandising.
  • Ensure product descriptions, imagery, pricing, availability and other product information are accurate and up to date.
  • Create and maintain editorial, campaign and shopping pages.
  • Work closely with creative and brand teams on homepage and campaign updates.
  • Ensure key products, launches and commercial priorities receive appropriate visibility.
  • Improve product discovery and create a clear, intuitive customer journey from landing through to purchase.
  • Maintain a premium standard of digital presentation across the website.
  • Review and optimise onsite content in response to customer behaviour, trading performance and commercial priorities.
• Conversion Rate Optimisation
  • Monitor the website customer journey and identify opportunities to improve conversion.
  • Analyse onsite behaviour and performance data to identify points of friction.
  • Develop and prioritise CRO (Conversion Rate Optimisation) opportunities.
  • Test changes to navigation, product presentation, content, merchandising and calls to action.
  • Work with the freelance developer to implement UX and technical improvements.
  • Establish a culture of ongoing testing and optimisation across the digital customer journey.
  • Balance conversion and revenue optimisation with the client's premium brand positioning and customer experience.
• E-commerce Analytics & Reporting
  • Own regular reporting on e-commerce and email performance.
  • Monitor key metrics including revenue, conversion rate, traffic, average order value, product performance, email revenue and customer engagement.
  • Analyse trading trends and identify opportunities and areas of underperformance.
  • Translate data into clear recommendations for the wider commercial and brand teams.
  • Provide insight into what is happening, why it is happening and what should happen next.
  • Use analytics to inform trading, merchandising, CRM and website development decisions.
  • Establish clear reporting rhythms and ensure stakeholders have an accurate understanding of digital performance.
• Website Development & Technical Management
  • Manage an ad-hoc freelance e-commerce developer.
  • Create clear technical briefs based on commercial and customer requirements.
  • Prioritise development work according to commercial impact, urgency and available resource.
  • Manage timelines and ensure agreed work is delivered effectively.
  • Test and QA website changes before launch.
  • Identify technical issues and ensure they are resolved promptly.
  • Maintain a prioritised pipeline of website, UX and technical improvements.
  • Act as the internal owner for e-commerce development requirements.
  • Ensure technical improvements are aligned with wider commercial and customer experience objectives.
• Cross-Functional Collaboration
  • The E-commerce Manager will work closely with teams and external partners across the business, including: Brand and creative, Art direction and content, Commercial and senior leadership, Product and production, Customer service, Freelance developers and technical partners.
  • The ability to work comfortably across creative, commercial and technical disciplines will be important to success in this position.
  • You will be expected to build strong relationships across the business, ensuring that product launches, campaigns and commercial priorities are translated effectively into the digital channel.

Experience Required

Essential

• Proven experience in an E-commerce Manager, Ecommerce Trading Manager, Digital Trading Manager or similar e-commerce role.
• Experience within fashion, premium retail, luxury, lifestyle, DTC or another product-led consumer business.
• Strong hands-on experience using Klaviyo, including campaigns, segmentation, flows and testing.
• Experience managing website merchandising, product pages, collections and onsite content.
• A strong commercial understanding of e-commerce trading and performance.
• Experience using analytics and customer data to inform trading decisions.
• Experience working with freelance developers, agencies or technical partners.
• Strong organisational skills and the ability to manage multiple deadlines and competing priorities.
• Excellent attention to detail and high standards of digital execution.
• The confidence to take ownership, make decisions and work independently.
• A strong understanding of the relationship between website, CRM, customer experience and commercial performance.

Desirable

• Shopify or Shopify Plus experience.
• GA4 and e-commerce analytics experience.
• Conversion rate optimisation and A/B testing.
• CRM and customer retention strategy.
• International e-commerce and multi-market trading.
• Experience within an independent or founder-led fashion or lifestyle business.
• Experience working with premium or luxury customer journeys.

The Ideal Candidate

We are looking for an E-commerce Manager who combines commercial instinct, digital expertise and strong brand awareness. You will be comfortable moving between strategic thinking and hands-on execution. You might spend the morning reviewing trading performance and identifying conversion opportunities, then building a Klaviyo campaign or refining a product page in the afternoon.

You will be:

• Commercially minded – focused on revenue, growth and measurable performance.
• Hands-on – comfortable executing work yourself rather than relying solely on agencies or junior resource.
• Analytical – able to interpret data and turn insight into action.
• Brand-conscious – able to improve performance without compromising brand equity.
• Highly organised – capable of managing multiple projects, launches and trading priorities.
• Proactive – someone who identifies opportunities and solves problems independently.
• Collaborative – comfortable working across creative, commercial and technical teams.
• Detail-oriented – with high standards for accuracy and digital presentation.
• Adaptable – comfortable in a growing, entrepreneurial environment.
• Curious – continually looking for ways to improve the customer experience and commercial performance.

What Success Looks Like

The successful E-commerce Manager will establish a clear and effective approach to e-commerce trading, merchandising, CRM and digital performance. Success will be measured through a combination of commercial performance, customer experience and operational delivery, including:

• Growth in e-commerce revenue.
• Improved website conversion rate.
• Increased email and CRM contribution to revenue.
• Improved customer engagement and retention.
• Stronger website merchandising and product presentation.
• Successful execution of product and collection launches.
• More sophisticated segmentation and testing within Klaviyo.
• Clearer, more actionable e-commerce reporting.
• Delivery of meaningful CRO, UX and technical improvements.
• Effective management of freelance development resource.
• A high-quality online customer experience that reflects the client's premium brand positioning.

Diversity & Inclusion

Our client is committed to creating an inclusive workplace where everyone is valued for their skills, experience and potential. They welcome applications from candidates of all backgrounds, experiences and perspectives and are committed to providing equal opportunities regardless of age, disability, gender identity or expression, marital or civil partnership status, pregnancy or maternity, race, religion or belief, sex, sexual orientation or any other characteristic protected by applicable law.

Our client is committed to ensuring an inclusive recruitment process and is happy to discuss reasonable adjustments or additional support requirements with candidates throughout the recruitment process.

Application Outcome

Due to the volume of applications we receive, we are only able to contact candidates whose experience closely matches the requirements of the role. If you have not heard from us within two weeks of submitting your application, please assume that you have not been successful on this occasion. We appreciate the time taken to apply and thank all candidates for their interest.